Social media is a powerful tool for businesses to reach their audience and market products. However, it is important to stay on top of the latest trends and tactics to ensure that your marketing strategy is effective.
In 2022, it will be crucial for businesses to personalize their messaging on social media. People want to feel like they’re being spoken to directly and that companies understand their needs.
1. Authenticity
Authenticity is one of the latest social media trends that businesses are using to connect with customers. This trend is a response to customer cynicism and a desire for real, relatable content. This can be seen in the popularity of TikTok and the rise of BeReal.
Basically, authenticity is being true to your values and beliefs. This can be a challenge for some people, especially when it comes to admitting their flaws or poor performance. For example, some people have a hard time accepting that they lack the skills to perform certain tasks.
Authenticity also involves unbiased processing of self-relevant information. This means that you don’t ignore or distort positive or negative aspects of yourself. This includes your motives, feelings, values, strengths, and weaknesses.
2. Micro-communities
When customers provide feedback through forums, they may feel less comfortable being heard because their opinions can be used by anyone. However, a micro community can be more private and allows consumers to share their thoughts with people who “think like them.”
A great example of this is how Glosier has gathered their top 100 customers into a Slack group to discuss products, tips, and other topics. Customers in these communities aren’t just getting a chance to be heard, but they also get to help each other out.
While this can be done on a platform such as Instagram or Facebook, we’ve seen brands create their own micro-communities using dedicated platforms. This gives them more control and allows them to be even more selective about who they invite into their exclusive spaces.
3. Interaction
Social media trends are ephemeral content types that capture the attention of a broad audience. They can take many forms, from prank videos to challenges and memes. Social media algorithms are designed to boost these types of content, which makes them an effective way to drive engagement on social channels.
As brands experiment with social media trends, it’s important to remember that these trends can quickly shift. Be careful not to become too invested in any particular platform and ensure that your content aligns with your audience’s interests.
The most effective social media strategies are those that are driven by the needs of your audience. In 2023, these may include transparent partnerships and genuine storytelling. In addition, brands are shifting toward long-term influencer partnerships and placing emphasis on engagement metrics.
4. Video content
Video content is a must-have for any social media strategy. It’s a great way to engage audiences and offer unique insights into the company. Brands can use video to show their personality, communicate with customers and even participate in trends.
However, it’s important for marketers to stay focused on their goals when creating videos. Trying to do too much can backfire. For example, a raw and unedited vlog-style video may work on Instagram Stories but could fall flat on YouTube.
Video content can help drive website traffic and boost conversions. Additionally, incorporating video into different stages of the buyer’s journey can increase product awareness and trust among prospects. It also makes it easier for users to understand a complex topic. Including closed captions and a video transcript is also useful for SEO purposes.
5. Social media marketing
A strong social media marketing strategy is vital for businesses today. But with the constant change in social media trends, it can be challenging to stay on top of new developments.
One trend that has been growing in popularity is the use of social search. This is a type of web searching that takes into account a user’s social networks and other online activities to show them results.
Another social media trend is a focus on inclusivity and diversity. This is reflected in the rise of social media activists who call out companies on their treatment of minorities, women and LGBTQ people. It’s also reflected in the fact that more brands are now discussing how they’re going to address these issues. This can be seen in things like behind-the-scenes videos, packaging and brand Q&A content.
