Study: social media trends for 2022

Aujourd’hui, les consommateurs ont plus de pouvoir que jamais. Ils peuvent accéder à des informations sur n’importe quel support, à tout moment et en tout lieu. Grâce aux réseaux sociaux, ils peuvent partager, et s’exprimer à propos d’une marque, avec un niveau d’exigence toujours plus élevé. Désormais, ils souhaitent un contenu personnalisé et valorisent les marques qui leur proposent les meilleures expériences.

To effectively respond to customer requests, it is essential for brands to anticipate upcoming trends.In a whole new study, HubSpot and Talkwalker reveal ten and explain abundantly how to take advantage of the latest dynamics on social media.

We can say that the two editorial companies of this guide are rather legitimate when it comes to approaching the latest trends.Social Intelligence Expert, Talkwalker is a technological solution for monitoring and web and social networks analysis.For its part, HubSpot is publisher of a marketing, sales and customer service platform.

Influence marketing matures

For the past ten years already, influencers have been gaining importance thanks to the scope of their messages and the solid and privileged links they have with Internet users.With the pandemic and the emergence of platforms like Tiktok, their communities have widened and their role has redesigned, transforming them into an essential link in the e-commerce chain.Indeed, the study reveals that 60% of consumers now condition their purchases according to the recommendations of influencers.

In this sense, influence marketing is a major lever for marketing.As Neal Schaffer, author of The Age of Influence indicates, "it is now a question of collaborating with content creators and developing relationships with various profits for them as well as for you". En téléchargeant l’étude, vous obtiendrez également les points de vue d’autres experts du domaine, dont Camille Jourdain, Consultant Social Media et Influence et Annie Abela Lichtner, Fondatrice de MyDigitalweek & du collectif d’influenceurs B2B La Brigade du Web.

Nevertheless, it is necessary to adopt the right reflexes to properly exploit the opportunities for influence marketing.At first, it is essential to clearly define its objectives, whether they concern the commitment rate or the exposure.In each case, it is important that the selected influencer is in line with his general brand image.

When choosing it, it is important to keep in mind that all content creators have their influence.A celebrity has an enormous scope thanks to its large number of followers, but a micro-influencer has more solid links with its audience, and often offers a higher conversion rate.To discover the other effective solutions to integrate this trend into your strategy, download the HubSpot and Talkwalker study.

New content formats in the post-Pandemia context

The White Trends Paper reveals that more than half a billion people use social networks worldwide this year, marking an increase of almost 14 % in one year.

Stuck at home, consumers have used the internet more to learn and connect, but also to have fun.To meet this request for entertainment, brands have bet on fashionable and appreciated formats of consumers whose audio, supported by the emergence of dedicated platforms.The live video also exploded thanks to the containment effect: the textual results receive 0.91 engagement per mention, while the images receive 2.85 and the video results 1.5.

Nevertheless, take advantage of this important turning point in the creation and development of content requires taking into account several elements: targeting your audience, improving the user experience ... The study will allow you to know the solutions to make your product more relevant.

Ads Socials evolve, cookies disappear

User privacy is a key criterion for companies.For a few years now, navigators have gradually abandoned third -party cookies.Safari had deleted them in 2020, and will soon be followed by Google Chrome in 2023.Companies are therefore forced to find a way to refine their marketing and advertising targeting.When we know the time that consumers spend on social networks, it appears obvious that Social ADS are the optimal solution.In 2021, they became major resources for advertisers, who seek to reach Internet users more directly and personally.For example, Facebook has 52,000 usable data points to produce extremely targeted and personalized advertisements.

"Social trade becomes the next large essential step.In addition to generating traffic on websites thanks to Social Media “Ads ads”, retailers are certainly and increasingly putting actions to offer a faster and direct sales cycle on the platform(and thus generate a more substantial turnover), ”explains Anthony Rochand CEO and co-founder of web experts.

Selon, Xavier Gueny, fondateur de l’agence Plug & Pulse, nous n’avons pas assisté à la révolution annoncée concernant les social ads.By downloading this study, you will discover in more detail the expert point of view.

Social Selling growth

Since the start of the health crisis, social networks have multiplied the integration of sales tools.Instagram, for example, introduced shopping features that allow its users to buy items without ever leaving the application.According to its statistics, 70 % of shopping lovers are now turning to its platform to discover products.In this sense, social selling becomes the new centerpiece of online marketing.

Prettylittlehing, an online clothing brand, used this technique coupled with influencer marketing to hire its community.She posts on average six times a day, which ensures good visibility.In June 2021, its summer competition received more than 8.7 million commitments and aroused positive reactions from consumers.To find out how to shoot, in turn, the benefit of the social selling, download this guide.

Six other trends are revealed through this report:

To discover all the trends in social networks of 2022, download the full report!