If you sell products online at all, it’s worth setting up a shop on Facebook, Instagram or Pinterest. Social media has always been a great discovery tool for brands, but it now needs to work hard and become part of the purchasing process. Making potential customers navigate to a website is just an extra step where they have the opportunity to fall out of the conversion funnel. With customers being forced to stay at home there was a greater demand for the opportunity to make purchases in alternative ways.įrom a conversion perspective, having the opportunity to make a purchase straight after finding the product on social media is a no brainer. Social commerce has seen a large growth in recent years, once again mostly thanks to the pandemic, and it’s now at a stage where it’s almost expected by customers.
TikTok doesn’t appear to be slowing down into 2022 and if you haven’t considered making it part of your marketing strategy, now is the time to. This does however provide brands with the opportunity to get ahead of the competition while they continue to persist with the old reliables. When TikTok first hit the mainstream there was no way of telling whether it would be a flash in the pan or whether it would start to dominate like it is today. However, despite the huge growth, brands have often been reluctant to invest in the platform, potentially due to concerns about its longevity. In September this year, TikTok celebrated hitting 1 billion monthly active users, making it the 7th largest social platform, and if you remove messaging apps (WhatsApp, Facebook Messenger, Wechat), the 4th biggest. The platform has exploded over the past year so its growth doesn’t look like slowing any time soon. If you’ve managed to get through 2021 without venturing into the world of TikTok I can only congratulate you. Get to know your audience better by diving into metrics around interests and preferences and you will start to understand your customers on a personal level.
Of course, third party cookies have always been a crucial part of any strategy, but this does provide a great opportunity to truly get stuck into the data. Social platforms still provide marketers with the opportunity to target users with personalised ads, and then there are things such as email marketing and search engine retargeting. There are thankfully a number of advertising options that don’t rely on third party cookies so all is not lost, it’s just a case of fine tuning your activity accordingly. With Google planning to phase out third party cookies by 2023, brands will start adapting their social advertising over the next year in the build up to the death of cookies. With that in mind, here are five social media marketing trends you should start to prepare for in 2022. While no one knows for certain what 2022 has in store, we can use our best judgement on how the market has evolved over the past year or so.
Add to that the impact of the wider social environment and it turns into mission impossible – no one predicted the pandemic and its impact on the meteoric rise of TikTok. Trying to predict the world of social media is a thankless task due to the constant evolution of the platforms, and the speed of the industry. As we start to wrap up 2021 and prepare to say goodbye to another year, it’s time to start looking forward to 2022 and what the new year might have in store.
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