What’s driving social media in 2022?

Social media usage hit the accelerator during the pandemic and hasn’t slowed down since. Because of its mainstream use, the potential for reaching and connecting with multiple generations of consumers is limitless.

That’s why we rounded up the top five social media trends worth paying attention to for B2B and B2C marketers in 2022:

#1: Facebook will remain the most-used social media app.

Regardless of recent bad press, there has not been a mass exodus from​ Facebook for advertisers or users. Because it’s the most popular U.S. social network, marketers aren’t ready to give up the targeting options and major reach potential the platform provides. Eighty-three percent of adults visit the app weekly, and net ad revenue will grow 15.5% to $58.11 billion next year. [1]

#2: TikTok takes over, causing video content to dominate.

TikTok has been the #1 downloaded app each quarter since launching and also is among the​ fastest-growing social platforms ever, proving the favorability​ of short video clips on social media. Consumers are the driving force behind videos spanning both macro and niche topics from food and beauty to farming and fashion. No matter the topic, it seems all users have an equal chance at producing millions of views from individuals with like-minded interests. With nearly 80% of consumers saying user-generated content “highly impacts their purchasing decisions,”[2] TikTok’s influence over branded content is maturing quickly.

#3: Social media drives live shopping.

Cable TV networks such as QVC and HSN are no longer the only places to live-shop from home. Nearly all social media apps now have livestreaming capabilities, and brands are partnering with popular creators and influencers to live-share products with their followers. TikTok and Instagram are the most popular hosting apps, and Pinterest also is stepping into the spotlight. It recently introduced Pinterest TV, a series of live, original episodes for shoppers that air weekly and feature creators across categories such as food, beauty, home and DIY.

#4: AR for shopping prepares brands for the metaverse.

Consumer interest in using AR for shopping and buying is growing, and social media will be a prime avenue for doing so as users are already playing around with filters and lenses. Testing out AR features on apps such as Facebook and Snapchat, which currently have the most capabilities, also is a great way to prep for entering the metaverse. Plus, it’s a win-win for customers to get a better “feel” for your products with tools such as virtual try-on and product visualization, which remove some of the pain points of social commerce and help customers make more informed purchase decisions.

#5: Sponsored content marketing will come of age.

Niche influencers and creators are driving social commerce because of their ability to connect brands with like-minded consumers in a cost-effective, results-driven manner. Their content also is considered to be more authentic than sponsored content published by influencers with large followings. This year alone, 67% of brands used Instagram for influencer marketing.[3] TikTok and YouTube are not far behind.


So what does this mean for you?

Keep in mind that, as platform capabilities mature, people are more likely to scroll past content that attempts to drive them off-app. What consumers want are experiences that engage them in-app to make a purchase or learn more about your products or services.

Our experts on the social media team are here to help you embrace this behavior and choose the right in-app experiences for your target audiences across the buyer’s journey.

About the Author

As the Group Leader of Bader Rutter’s social media team, Kate Newman is experienced at developing strategies that help businesses connect with target audiences and grow their footprint on social media. She’s worked on social strategies for Fortune 500 companies — and her most notable clients include Whirlpool, Maytag, Jimmy Dean, BP, CDW and Huggies. Her motivation and collaborative spirit drives engaging social media content creation spanning 10 social media networks. What’s Kate’s M.O.? To make your brand or business relevant through social media.