6 key social media marketing trends for 2022

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Are you already thinking about what strategy you will adopt for social media in the coming year?


Today I will write about the key trends that are predicted to dominate the coming year.


There are currently approximately 3.78 billion social media users worldwide (up from 2.5 billion in 2017). Social media usage is expected to continue to grow in the coming years.






Development will be based on user wishes.


1. Social media is becoming a shopping platform


The pandemic has brought a major change in shopping habits, with more and more people choosing to shop online, and social media is becoming an increasingly popular shopping destination.


In the US, the number of social media shoppers increased by 25.2% to more than 80 million. By 2023, there are expected to be more than 100 million. As many as 18% of American consumers pressed the "buy" button last year , while 13% did so in 2019.


Shopping via social networks is extremely popular, especially among the younger population.


Approximately 37% of shoppers aged 15 to 22 have pressed the "buy" button on social media, and as many as 30% have later purchased the product or service based on the story presented .


In 2020, Facebook added Facebook Shop to its suite of shopping tools, which include Facebook Marketplace and Shopping Ads .


Facebook Shop allows users to create a single online store that works on both Facebook and Instagram.


Other platforms are expected to emerge in this area in the future.

For example, Tik Tok already started experimenting with links at the end of 2019.


2. Posting short video content


In many cases, video posts on social media are more successful than photo posts.


According to one study, by 2022, 82% of online content will be videos.


TikTok is one such app. In the first three months of 2020, TikTok was downloaded 315 million times worldwide , setting a record for quarterly downloads of any app.


To compete with TikTok, Instagram launched Instagram Reels in 2020.

Reels allows users to record and post videos up to 30 seconds long. This is in addition to Instagram's two other video options, IGTV and Stories. Unfortunately, this feature is not yet available in Slovenia. So, you can help a little with TikTok.


YouTube also introduced a new feature called YouTube Shorts in 2020, which active mobile number list competes with TikTok and Instagram Reels. YouTube Shorts allows users to post 15-second videos. Although YouTube Shorts is still in its infancy, it already has 15 billion views per day worldwide.


As more people shifted online during the pandemic, live streaming has also become increasingly used to host public events and meetings.


3. Social networks are becoming a part of everyday life


On average, people spend about 145 minutes on social media every day. That's about an hour more than in 2012.

Image: Internet users


4. Facebook remains on top (for now)


Facebook remains the most popular platform in the world, closely followed byYouTube.Instagram and TikTok are in fifth and seventh place. The platform currently has approximately 1.845 billion daily users, and in January 2021, it had a total of approximately 23 billion visitors.


The average user spends about 58 minutes on Facebook every day .


On the other hand, the average YouTube user spends about 40 minutes on the platform. YouTube has an estimated 30 million daily users, and as of January 2021, it had a total of about 33 billion visitors.


Instagram has 500 million active daily users and had nearly 6 billion total visitors as of January 2021. The average user spends about 53 minutes on Instagram.


The average TikTok user spends about 52 minutes on the app daily.

While some younger users spend an average of 80 minutes a day on the app.


5. More fragmented content – ​​so attention spans are shorter


Studies show that today the average person's attention span is 8 seconds. (20 years ago it was 12 seconds.)


People who access social media content on a computer spend slightly more time on each piece of content than those who use mobile devices. For example, people who accessed Facebook from a computer spent an average of 2.5 seconds on each piece of content.


Those who accessed Facebook from their phone spent 1.7 seconds on the same content.


Social media sites are adapting to this by increasingly offering options for smaller-sized content, such as short videos and short-lived videos that disappear (Stories).


6. Increasing use of user-generated content


Businesses are increasingly incorporating user-generated content (UGC) into their social media marketing strategies. In marketing, user-generated content (also known as UGC or consumer-generated content) refers to content related to your brand that is created by someone who is not an official representative of your company.


It could be a social media update, a review, a video, a podcast... If it involves your brand and wasn't created by any of your employees or a company affiliate, it's user-generated content.


Incorporating user-generated content has several advantages for businesses, including being much cheaper than traditional advertising, being more relatable, and being able to help brands be perceived as more authentic.


Approximately 90% of consumers indicated that authenticity played an important role in their purchasing decisions , up from 2017 (86%).


Social media usage is expected to continue to grow over the next 2-3 years.


Social media giants (such as Facebook, Instagram, and YouTube) are unlikely to go anywhere, despite increasing competition.


New features, such as short-form content like Stories (which disappear after a while), short videos..., ensure that users stay glued to these major social media platforms for longer every day.


Therefore, companies are expected to look for more ways to adapt their social media strategy to the changes that these platforms are introducing.


The largest business social network, which is becoming an increasingly important part of the business world, is LinkedIn.


It is very important for building a personal brand, which helps you be even more successful on social media.


If you would like to learn about all the benefits of this network, we invite you to the Linkedin online workshop for sales, marketing and networking.