Optimizing social strategy has become the new vital component of any marketing campaign. From high times on TikTok to Facebook’s Meta rebrand, the online social scene is constantly changing.
In order to remain successful, you need to stay on top.
As smartphone usage and mobile e-commerce continue to boom post-pandemic, it’s no surprise that the demand for new engaging social strategies has increased as we embark on 2022.
In fact, 67% of all e-commerce sales came from mobile devices in 2021, with a large portion of them influenced by social platform Ads, immersive content, and impressive backlinking. 2022 is tipped to be no different. In fact, we predict that the number of social commerce sales will all but double as platforms such as Tiktok continue to rake in revenue for brands all across the globe.
However, could Cameo be the dark horse in the running for social strategy success in 2022? After seeing a boost in engagement during 2021, it’s time for marketers to reassess their social strategy as we delve into the platforms tipped for success in 2022.
Social Strategy Goals For 2022
A recent report by Zenith predicted that social media ad spending will continue to see an average growth rate of 15% annually across the next decade. In fact, by 2024, social media is expected to make up just under a third of the global advertising market. It will overtake traditional forms of advertising such as TV and Print media.
From driving website traffic to improving customer relationships and service retention, social media marketing has become a core marketing must-have. This is for any brand that wants to gain awareness in a sea of e-commerce giants.
The question is, what can we expect from social media in 2022? As trends continue to evolve and new platforms continue to emerge, experts at Hubspot have predicted that 2022 social strategy trends will center around increasing brand awareness and improving customer service.
As e-commerce continues to drive the traditional high street out of play. 39% of brands have reported that they want to focus on increasing brand awareness across social platforms. This is in an effort to compete with high numbers of market competitors in the e-commerce playing field.
This is quickly followed up by 33% of brands also prioritizing customer relationships and brand loyalty within their 2022 social strategy.
Ad social platforms such as Tiktok continue to rake in over 1 billion views a month, creating engaging content that will keep customers coming back is the big challenge for 2022 marketers.
The key here is to know your audience. Taking an audit of your demographic using analytic tools such as Finteza and Google Trends will provide you with a solid foundation for social strategy success. Knowing what platforms your audience are engaged with is vital and will help you predict your success spots.
Let’s have a closer look at some of the social platforms that are tipped to be social media marketing hotspots for 2022, and learn how brands can monopolize them for success.
Cameo’s Rising Success
While its success may be unexpected, Cameo saw significant growth in 2021. It is tipped to be one of the dark horses for 2022 social strategy success.
Known as a personalized video platform that provides consumers with video recording and messages from celebrities. Cameo gives brands the opportunity to pair their advertising campaigns with public personalities. This helps gain awareness and engagement from fan-based demographics across the globe.
Founder and CEO of M7 Innovations, Matt Maher stated that we have only seen a glimpse of what Cameo has to offer for social media marketers.
“It’s an attention economy, so you’re trying to get people’s attention, you’re trying to be authentic and you want fans to engage with your brand,” He said in a recent interview. “If your brand lines up with a celebrity on Cameo, you have a completely captive audience that’s interested. Cameo’s real selling point is the value exchange for engagement.”
Take Bud Light’s UK Birthday Shoutout Campaign for example. After partnering with Cameo and offering customers a chance to win a shoutout from their favorite celebrity, the engagement effort for the campaign was seven times higher than campaign averages.
Can Businesses Leverage The Tool?
Social media is all about connection. Connection with our friends, family, and the opinion leaders we look up to the most. Nothing drives a fanbase more than the opportunity to react with their favorite celebrities.
Gone are the days of entering a competition to simply win a product. In a post-pandemic landscape, Gen Z consumers are looking for more.
The key here for smart marketers looking to take Cameo’s success under their belt is promotion. Partnering with influencers and celebrities with large followings can significantly increase campaign outreach. Mentioning their names in hashtags and SEO text boots your campaign’s searchability. And, creating sharable content surrounding online opinion leaders is likely to either be shared by the celebrity or across a multi-platform fandom.
Cameo could be the key to gaining business exposure and brand awareness in a densely populated online environment. Better still, the platform’s success is fairly new, making ad prices more accessible and competition low.
Meet The Other Platforms Tipped For Success In 2022
Tiktok continues to dominate the social platform sphere in 2022. As the first social app, not owned by Meta to reach 3 million global downloads, Tiktok’s growth continues to influence the future of social strategy across the globe.
As we move into a new year of social strategy predictions, it’s clear that TikTok’s snappy video format will continue to influence branded social content tactics. In fact, a recent study by Kantar suggested that TikTok-based ads are more effective than any other social media and were 21% more likely to result in trendsetting across the social scene.
The key here is creating authentic, seamless content. Something that blends in with a consumer’s feed in the same way as any other TikTok post. Creating an engaging video marketing strategy will provide you with high organic engagement. Also, a low social ad spend. No wonder so many brands are capitalizing on TikTok’s success.
Tiktok encourages brands to showcase their personalities and get creative. This is a great audience capturing tactic. Brands have a true chance of gaining instant virality within their niches. This is because of the ability to stitch viral videos across the platform. But, only if they strive to produce informative, entertaining, and authentic content.
CEO of Infleuncer.com, Ben Jeffries states that TikTok will not only remain on top but will continue to inspire its competing platforms to provide opportunities for both consumers and brands alike.
“This popularity has also encouraged the more established social media platforms. It includes Instagram and YouTube, to experiment with new content forms. These platforms will grab the attention of the TikTok generation,” he said.
We can’t talk about 2022 leading platforms and forget about Meta. After rebranding in October 2021, Facebook is now known as Meta. It is tipped to change the future of social media strategy across the next decade.
Currently reaching a total of 3.6 billion consumers each month, Meta continues to generate engagement across the social sphere that brands continue to tap into.
However, 2022 expects to see a new side of Meta, as the race into the metaverse begins. As Meta shifts its focus into the tech world, a new immersive future for its platforms is only around the corner. From virtual and augmented reality to 3D avatars, the sky is the limit for this platform.
As you can see here, ad spend is expected to dominate the metaverse. This is because brands continue to utilize virtual spaces for advertising. As we tap into new immersive forms of advertising one can use AR/VR tech such as Facebook’s new AR glasses. Experts suggest that engagement across Gen Z and Millenial demographics will rise as they are able to physically try products. And, also use services in the virtual world before following the link to purchase them online.
With 306 million daily active users, Snapchat is also tipped to be a social strategy hotspot for marketers in 2022.
With a highly engaged audience and the ability to create gripping call-to-action advertisements, Snapchat’s platform is all about immersion.
In fact, Snapchat’s AR lenses are all but revolutionizing the way consumers and brands interact. They focus on enhancing the e-commerce experience and creating sharable experiences. Brands are able to use these AR-infused tools to target their demographic. Then, create a shareable moment that is likely to be snapped and sent across their network of friends.
As AR/VR applications continue to evolve in the e-commerce environment, Snapchat is helping lead the way as it brings the shopping experience to life.
The Cinco de Mayo Snapchat lens from Taco Bell is a great example of the platform’s potential for brand exposure. After launching Cinco de Mayo on their menu, the brand created an immersive AR Taco filter that not only promoted the product in a humorous way but as 224 million shared their version of the lens in one day, their brand exposure shot through the roof.
As a digitally native audience continue to demand more immersive experiences from online brands, we can guess that Snapchat will be influencing a new generation of social content. They would be focussing on engaging with active consumers in order to reign over competitors.