How to Win at Social Advertising in 2022

/ Thoughtspace - Social, Strategy

How to Win at Social Advertising in 2022

What social strategies should your brand be focusing on 2022? Here are the trends we are seeing that could impact your brand’s advertising strategy this year.

#1: Growth of Social Commerce

The pandemic-driven need for ecommerce availability drove accelerated growth in social commerce in 2020 and 2021, a trend that is predicted to continue on into 2022. 

What you need to know:

Tips:

  • Stay on top of platform updates and feature launches, including those on emerging platforms like TikTok. Build room in the budget to test and play to see which tactics drive the most conversions for your product.
  • Continue working to build trust and prove legitimacy with your social commerce efforts. How can you show your audience that they can trust the process? What platforms do your audience trust the most?

 

#2: The Rise of Micro- and Nano- Influencers

A major component to social commerce that should not be ignored is influencer marketing. Marketers are dedicating budgets to this multi-billion dollar industry because it is an increasingly effective and, in the case of micro- and nano-influencers, a cost-effective and trustworthy way to build awareness for your brand. 

What you need to know:

  • Brands increased influencer marketing spend by 42% in 2021, for a total of $13.8 billion, with spending in the US expected to rise 12.2% to $4.14 billion in 2022.
  • 56% of social media users would rather follow normal people than celebrities because of the authenticity of their content.
  • According to the Digital Marketing Institute, “49% of Consumers Depend on Influencer Recommendations.” 
  • Micro and nano-influencers (between 1,000-100,000 followers) are gaining traction due to their affordability as compared to macro influencers with 100,000+ followers. Data from HypeAuditor shows influencers with smaller audiences (1,000 to 10,000 followers) charge around $100 per post on Instagram, while macro- influencers typically ask for $1,000 or more.

Tips:

  • Concentrate on finding and engaging micro- and nano-influencers whose content aligns with the interests of your target audience and whose followers look most like your core consumer. 
  • Incorporate your influencer marketing into your overall digital media plan for omni-channel consistency and efficiency with other tactics – don’t isolate it from the broader strategy. 

 

#3: Building an Effective Video Content Strategy

Video creative has and will continue to be King of Content in 2022.  

What you need to know:

  • Video will continue to dominate the creative space. In 2021, the average person spent 100 minutes per day watching online videos.
  • Short-form videos are what consumers want to watch – whether on TikTok, Instagram Reels, YouTube Shorts, or Snapchat Spotlight. The social media giants know this and have shifted their algorithms to prioritize and incentivize users who utilize these features.
  • Animoto surveyed 580 consumers, 93% of which said video is helpful when purchasing a product while 71% have purchased a product or service after watching a brand’s video on social media.
  • GenZ shoppers cite YouTube as their mostused platform for researching products, indicting that video is an effective 

Tips

  • Lean into video content – it’s what the people want to see and the social platforms are prioritizing it. 
  • Adapt video style to fit the expected user experience of the platform. For instance, a fully-produced, high quality commercial may not resonate on TikTok, where users are used to more informal, user-generated content. 
  • Follow video creative best practices to create a captivating and engaging experience for the consumer without the need for high dollar production budgets. 

#4 AR, VR and the Metaverse

Facebook’s 2021 name change to Meta and the rise in AR and VR features on multiple other platforms are a signal that immersive, 3D online consumer experiences may soon dominate the social space. 

What you need to know:

  • Gaming is currently the most widely used iteration of the Metaverse, with more than 3BN gamers who spend over $100BN per year.
  • Social platforms have started investing in the Metaverse by developing in-app gaming options for users. 
    • Facebook leads the pack with over 400 million people playing games on the platform. 
    • 30 million people play games on Snapchat.
    • In 2021, TikTok partnered with Zynga for game development. 
  • AR and VR experiences, such as filters and virtual “try before you buy” shopping options, have begun to enter the social landscape, with apps like SnapChat, Instagram and Pinterest leading the way. 
  • Half of US adults have either an interest in or have used AR and VR while shopping online. 

Tips: 

  • While the Metaverse and AR/VR technologies are still new, it is vital for brands to follow developments in this field and begin brainstorming ways they can use the technology to enrich the consumer’s experience. 
  • Watch this video for more insight from Coegi on the future implications of the Metaverse and how brands may be able to use it in the future. 

 

#5: Privacy Permissions = Strategy Shifts

In the past two years, Apple has released iOS updates that give users more control over what data apps can and cannot track through their mobile devices. This change will limit targeting capabilities on social platforms and will force marketers to explore other channels, incorporate more first party data, and expect further implications to scale and measurement as privacy becomes even more important to consumers.

What you need to know:

  • The most impactful changes with the iOS updates have been downloaded app permissions and email privacy, both of which will affect marketers abilities to target and track user behaviors across Apple’s mobile devices. 
  • For social media apps in particular, the biggest blow comes from the new automatic prompt to block an app from tracking their activity, which can limit social media platforms from gathering key targeting and retargeting data needed to reach Apple users on mobile. 
  • iOS’s privacy changes are one of many, including cookie deprecation and other limitations being implemented within the social platforms themselves. This is a signal that privacy concerns will continue to shape how marketers are able to reach and measure their audiences across all tactics, including social. 

Tips: 

  • Use social platforms and advertising capabilities to build your own banks of first- and zero-party data. Targeted polls, surveys and form submissions can open up opportunities for you to gather this data directly in the platforms themselves or by directing users to your site. 
  • With limited access to user data, brands will need to develop their own means of proving ROAS and ROI for bottom funnel tactics on social media on iOS. Learning how to overlap social data with website metrics for measurement is one way this can be accomplished. 
  • Continue tracking privacy updates across all social platforms and remain flexible in your strategies so your efforts are not derailed as new updates are announced and implemented. 

 

Overall, we are seeing a convergence across social channels. Platforms are no longer one dimensional: a photo-sharing app, a shopping app, or a gaming app. Instead, we have channels blending shopping, video entertainment, online gaming and image sharing all into one community-based platform. 

Explore the channels your core audience is most active on. See how you can take advantage of these trends and emerging technologies to build relationships with your consumers through some of the most high impact advertising tactics available. 

Further Reading: 

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