Every year, Meltwater publishes its State of Social Media study, which is based on interviews with over 3,000 professionals in the fields of social media, marketing, and public relations to determine how social media will evolve in the coming year. Each year, the report examines comparable topics while also answering crucial questions about how the past 12 months have influenced how businesses use social media.
The research provides a fascinating look into the world of social media and how various businesses use the various platforms. We will go over some of the report’s important takeaways in this section. Build Organic and Active Engagement with Your Brand. Digital marketing company in london Can Help You Grow. Let we plan digital help you Advertise through Digital Marketing.
Table of Contents
The fastest-growing social media channels
Although all channels have shown a rise, it is unsurprising that TikTok will be the fastest-growing social media channel in 2022. 40 % of the 3,000 participants say they want to use TikTok as part of their social media strategy in 2022. Short-form video content remains one of the most popular social media trends, and as a result, more corporations are joining the TikTok bandwagon.
Behind TikTok, the fastest-growing platforms are Instagram, YouTube, and LinkedIn. Short-form films are becoming more important in an organization’s social media strategy, as evidenced by the rise of YouTube Shorts and Instagram Reels.
What is the most popular social media channel?
When it comes to the most popular social media channels, you would expect to see the same old names at the top of the list. Facebook is used by 90% of all participants in their social strategies, putting the social network at the top of the list. The top five are LinkedIn (89 %), Instagram (82 %), YouTube (74 %), and Twitter (68 %).
Surprisingly, only 16 % of participants use TikTok, despite its remarkable rise in recent years and the fact that it was named the fastest growing platform. It will be fascinating to observe how this develops over the following year.
What are the most important social media goal to monitor?
It is crucial to know which platforms companies use, but it is even more important to know what they hope to achieve with their social media strategy.
So, Meltwater asked participants to list their top three objectives, with brand awareness topping the list, followed by brand engagement and obtaining new consumers. It is worth noting that the top two slots were not determined only by income or sales. Increased sales were the sixth most popular goal, despite the fact that increased involvement and visibility will presumably lead to sales.
This trend can also be seen in the top social media metrics tracked by companies, with engagement, following, and web traffic taking the top three slots. Engagement is more essential than money once again, emphasizing the reality that businesses are leveraging social media to establish a customer base that will eventually convert to sales. Many brands can only focus on sales, which is not always effective on social media because users don’t want to feel like they are always being sold to.
This is why social media management companies are really important. They provide you with the best social media marketing services and keep a check on the trends and help you tailor strategies that sync with the trends and needs of the people.
For example, Prism Digital is a social media marketing agency that helps its customers keep their marketing strategies up to the trends. When you don’t know what to achieve through your social media platform, there is a very small chance for the company to attract leads to their business.
Social media in 2022
While the first section of the report examines how participants utilize social media and which metrics they deem most essential, the second section examines the functions of social media and their impact on a company’s marketing plan.
It is hard to write a report like this without mentioning the C word, as it is with most things nowadays. Over the last two years, the world has been forced online, and as a result, brands have recognized the importance of social media, with 57 % claiming that Covid-19 has made social media more significant.
However, as social media’s prominence grows, so do the obstacles that brands confront when utilizing the various channels. The majority of these problems are usually internal, with the most important being finding time and finances, followed by gauging impact and recruiting followers. When organizations are busy and resources are tight, it is easy for social media to take a second seat.
Trends in social media marketing for 2022
The report’s last section examines the significant patterns that are predicted to emerge throughout the rest of 2022 and beyond. Once again, social media usage appears to be on the rise in the coming year, with 78 % of businesses planning to either expand their budget or spend the same as they did in 2021.
Only 3% of people say they will cut back on social media spending in the coming year. Furthermore, on average, businesses spend 27% of their overall marketing budget on social media, a ratio that is expected to climb in the future.
Finally, we would like to discuss the relevance of influencer marketing. Influencer marketing has grown in popularity over the last several years, yet 54 % do not currently work with influencers, with 15 % planning to do so by 2022. When it comes to B2C companies, the percentage changes somewhat, with 64 % currently working with influencers or planning to do so in the future.
