Social Media Trends In 2022

Social media is an indispensable marketing channel. Methods for capturing online users’ attention continue to proliferate in 2022, and taking advantage of the most popular trends on various social platforms is a great way for marketers to reach target audiences and expand awareness of their brands among new audiences.
As the saying goes, knowing is half the battle. If you could use some extra insight into which trends in social media promise to have the greatest impact this year, read on. Here, members of Forbes Communications Council share 14 of the biggest social media trends marketers can leverage in 2022.

Forbes Communications Council members share social media trends marketers can leverage in 2022.
Photos courtesy of the individual members.

Companies Engaging With Users On Live Platforms
Short videos will continue to dominate the internet in 2022, and as a result, most of the trends on social media will be around video content. With more freedom given to users to express themselves through live video and voice platforms, such as Twitter Spaces, companies will try to jump on the bandwagon to discuss issues relevant to their business with users. - Bader al Hinai, Oman Investment Authority
Incentivizing Employee Advocacy On Social Networks
Employee advocacy is the only organic outlet left for brands to grow their social media presence, amplify reach and build communities. Employees are our best asset; yet for most, they’re underutilized and untapped. We’ve integrated with Bambu by Sprout Social to give Similarwebbers an easy way to share content across social networks. Offer monthly incentives to top sharers as another way to drive engagement. - Yael Klass, Similarweb Ltd.
Creators Monetizing Content As Brand Partners
In addition to earning revenue from established social media platforms, content creators will take bolder steps to evolve their owned personal platforms and monetize their content. Marketers should do more co-creations and treat content creators more as brand partners than funnels/channels. - Tolulope Adedeji, Anheuser Busch/ AB INBEV
LinkedIn Mega Influencers Driving Job Market Shifts
Like Instagram and other platforms, LinkedIn will begin to grow with “mega influencers.” These LinkedIn mega influencers will not only help shape business and commerce but also create more transparency into how companies grow, manage and treat their employees. They will become the biggest drivers of job market shifts. - Brad Sivert, Tavant
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Immersive AR And VR Experiences Via Social Media
Marketers can create experiential campaigns that leverage augmented reality and virtual reality technologies to engage seamlessly with consumers in the environment they are in. Marketers will deliver these enhanced experiences throughout the consumer journey, from engaging with users during gaming to interactive campaigns to 3D shopping. - Santhi Ramesh, Hershey Company
More Powerful Messaging Through Discord Groups
I see a rise in Discord groups. Building a Discord community can be a very powerful opportunity for messaging. An engaged Discord group can essentially replace email marketing. - Reenita Malhotra Hora, Chapter by episode
An Increase In Livestream Video Shopping Events
The livestream video shopping market was expected to reach more than $11 billion in the U.S. in 2021, and should hit $25 billion by 2023. Livestream events are a unique blend of entertainment, engagement and e-commerce that create a seamless user experience. Viewers can interact with the host, ask questions and comment in real time, and purchase right then and there without having to leave the platform. Instant promos create a FOMO atmosphere, increasing sales and word-of-mouth. - Meghann Craig, Empower
Paid And Organic Strategies For Social Commerce
Social commerce is large, with more than $36 billion in sales in 2021, and it continues to grow. It’s projected to double by 2025. Businesses should have paid and organic strategies for selling via social media, not just for growing followers and engagement. Delivering value-added content through groups, utilizing influencers and diversifying beyond Facebook paid advertising are some of the ways we plan to do it. - Kuba Poraj-Kuczewski, ClickBank
Users Abandoning Social Media
There are waves of people jumping off platforms and focusing on meeting, connecting and staying connected through real life. Marketers will need to pivot back to understanding human connection at a deeper level and accessing that through more “traditional” methods. - Maile Keone, Listen Technologies Corporation
The Rise Of Common Interest Groups
With this pandemic and the shift to remote/hybrid work environments, many are struggling to find ways to connect outside of conference calls and Zoom meetings amid their busier-than-ever schedules and home lives. The rise of common interest groups will enable people to cut through the noise of their social feeds and increase engagement with like-minded people, connecting on the topics they enjoy most. - Stacy Bliek, Integrity Staffing Solutions
Personalized Experiences Connecting Communities
The pandemic has left people wanting connection. Building authentic communities will be key, and it will be done with integrated audio, short video and external experiences that bring people into the fold of your brand. Marketers who personalize the experience for their communities will thrive. - Tracy Sestili, Intellimize
Micro Influencers And B2B Influencers
The two main trends we’ll see in 2022 are micro influencers and B2B influencers. Marketers can ride this wave by focusing on providing great value to their customers through the campaigns they create. People trust influencers more than they trust traditional media channels. Additionally, people care more about the features of a product than the brand itself. - Alon Ghelber, Revuze
TikTok For B2C And LinkedIn For B2B
Look for marketers to take advantage of social platforms with the best organic reach (the highest number of people who see their content without them having to pay an ad fee). For B2C marketers, that means TikTok. For B2B, the best place is LinkedIn. To take advantage, build a strategy around each channel and then develop a test-and-learn approach before scaling and applying the learnings to other channels. - Anita Newton, CommunityAmerica Credit Union
Tying Community And Giving Into For-Profit Initiatives
With Facebook and Instagram increasing nonprofit-specific functionality, businesses can take advantage of partnerships with nonprofit organizations to help their communities and market in a different way. - Erica Mau-Schank, Vibe Creative Marketing.

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