Trends in social networks for 2022

Social commerce or customer service: these are the main trends in social networks for the next season.

With more than 4.5 billion people using social media, 2021 has been a very powerful year for social networks, which have seen how the number of users has continued to increase.

This upward trend will continue in 2022, so now that we are entering the final stretch of the year, it is time to start pointing on the agenda what are the main trends that will set the pace during the next day.

For example, 50 million people around the world consider themselves content creators. In addition, 51.4% of the marketers surveyed state that they plan to increase your social media spending next year. 36% declare that they will invest in customer service on social platforms, an area that has gained importance for experts in the last year.

Investment in TikTok, Pinterest and Snapchat has increased compared to last year. Likewise, the platforms that respondents consider most effective are Facebook (62%), Instagram (49%) and LinkedIn and Twitter (40%). Those are some of the conclusions highlighted in the sixth and last report on ‘Trends in social networks‘ from Hootsuite.

“After having lived through difficult times, in which companies have been forced to act tactically, the time has come for marketers to think strategically again,” he says. Tom Keizer, CEO de Hootsuite.

Let’s think about how to create connected online communities. Defend the infinite potential of social commerce and customer service. Let’s make bold decisions based on data, vision and purpose, and make everyone wonder how we did it, “he concludes.

Here are five trends to keep an eye on for the next quarter.

1. Content creators are essential to engage audiences

As we have anticipated before, companies are beginning to realize how beneficial it is to have content creators to capture audiences. These types of people are key for consumers to discover brands and to connect with new audiences, gain their trust and acquire cultural capital.

«Communities are the core of a successful social strategy, and content creators have built networks where their visibility and influence are really powerful, “he says. Amanda Wood, Head of Social Media Marketing at Hootsuite.

2. Consumers demand greater creativity

Consumers demand from brands a higher level of creativity in the ads they make on social media. Of course, if you like the result, the reward is also high. The goal for 2022 is to strive when creating ads to enrich the experiences offered by each social network.

“Nobody wants their time on the Internet to be interrupted by brands that haven’t put a lot of effort into their ads. Consumers are much more receptive to brands on social media who are clear on this, ”he says. Sarah Dawley, responsible for content of Hootsuite.

3. Social media goes beyond the marketing department

Business leaders are focusing on social listening to gather information about communities. In this way, the type of impact they have seen social media have on the marketing of the entire organization, not just in the marketing department specifically.

“Social networks they are no longer an isolated section of the marketing department, this is thanks to the tools that demonstrate the return on investment and that have become universally accessible “, he assures Melissa Murray Bailey, CRO de Hootsuite.

4. Social networks, the center of the shopping experience

The era of social commerce is in full swing and opportunities are only growing. Smaller and more competitive companies are finding a balance between social media shop windows and physical establishments. Meanwhile, the big brands are testing the limits of the online shopping experience.

“Social media is the new interface to commerce and the backbone of the new customer experience for 2022 and beyond,” he says. Etienne Merineau, fundador de Heyday by Hootsuite.

5. Social marketers rescue their brands from the customer service apocalypse

Demand for customer service through social media has increased. The managers of these platforms have become a kind of heroes for the community, solving all their doubts and guiding them through the process.

“Offering great customer service on social media is going to be the best marketing for your brand,” he says. Christoph Neut, Vice President of Sales for Sparkcentral by Hootsuite.

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Source: Marketing Directo by

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