Inbound Marketing Trends: Social Media

Man turning knob with different stages of sales process to convert strangers into promoters. Successful inbound marketing campaign concept.

Many things have changed since the outbreak of the pandemic. One, people spend more time on their smartphones than ever before. This is an average of 4.8 hours per day (or one-third of the person’s daily waking hour). With a growing number of new social media platforms and features on the market, from Instagram Reels to Clubhouse, the sheer volume of content created through these apps has increased. This includes content created by brands and content from social media influencers.

Brands need to develop new strategies to adapt to these shifting social media dynamics. We will continue to see changes in social media in 2022. However, positive trends are already shaping the future of social networking and helping businesses stay ahead.

Social Media Trends 

Augmented Reality adoption accelerates.

Augmented reality is why I ranked it first on my 2022 social trends list. I think it’s one of the most important and exciting trends in the sector. AR has been a key technology for brands since its introduction a few years ago. Snapchat allows users to virtually try on the Nike Air Force 1s and toggle between different colour and texture combinations before purchasing.

AR has been proven effective in engaging consumers via social media. According to The Drum reports, AR can grab people’s attention for more than 85 seconds, increase interaction by 20%, and improve click-through rates of purchase by 33%

To prepare for the AR switch in 2022, it is helpful to see how brands use AR in social media marketing campaigns. Farfetch, a luxury retailer, is another example. With Snapchat’s AR Tools, users can search for items using voice commands and try on outfits that match their preferences.

TikTok has a higher content generation

TikTok has experienced a lot of growth in the past few years. TikTok became the first non-Facebook app with 3,000,000 global downloads in 2021.

This social media platform, becoming increasingly popular, allows brands to blow up virtually. TikTok’s home page features an embedded “For You” feed, allowing users to view content from people they don’t know. This algorithm shows that brands and individuals with relevant content can experience a significant increase in engagement and organic growth when they reach a wider audience.

Let’s take Starbucks to show how brands can leverage TikTok. The business created a series of TikTok videos to demonstrate how simple it was to order custom drinks using their app.

The continued growth of Influencer Marketing

The rise of social media platforms such as TikTok and Facebook saw a surge in social influencers during the pandemic. This growth was accompanied by greater trust in social media influencers. They could grow their loyal followings organically faster than consumers who spent more time on the platform. These dynamics have led to more brands reaching out to partners with these influencers to help promote their products.

Social media influencer marketing was a new concept that first emerged in 2010. Back then, there were fewer influencers brands could partner with. It’s estimated that there are 300,000.00 influencers, each with more than 100,000 followers on Instagram. Influencer brand promotions are likely to increase in 2015 with a wider range of influencers who can cater to different industries.

Instagram Reels Increases Marketing Traction

Instagram Reels is Instagram’s answer to TikTok. They are short-form videos that can be pushed to the Explore page. Brands can capitalize on TikTok-like content and trends with the Instagram Reels feature. This new IG feature is well worth considering when creating a 2022 social media strategy. Instagram now offers Reels users additional incentives by rewarding them with cash to promote this content to their followers.

Beardbrand is one of many brands that have already taken advantage of IG Reels. Beardbrand is a market leader in beard care and uses Reels to give quick, useful tips on maintaining your beard.

More live social media content

Instagram Live, Facebook Live, and TikTok Live are staples on their respective platforms. It’s now that 1 million people are tuning in to Instagram Live every day, with 26% of Millennials and Gen Zs all now watching live streaming on Instagram. With the increase in live content consumption, brands are exploring live video to connect to their customers.

Chewy is an online retailer of pet products. The retailer provides expert advice and support for various pets through their “Vet-to-Vet Live” Q&A sessions on Instagram Live. This retailer has interacted with customers in real-time and provided educational content, which has helped it position itself as a leader in pet care and increase customer loyalty.


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