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2022 Social Media Trends Marketers Should Look Out For

Friday 4th of February 2022

Over the years, we have seen social media grow from strength to strength. 

Currently, there are 4.62 billion active social media users worldwide, which is basically 58.4% of our entire population - wow. 

The question is, how have they grown? In short, by adapting to the constant changes within our world - focusing on trends and user experience, more specifically. 

As a marketer, you always need to be proactive and expect changes. Naturally, because we as people are changing too.

But what are the latest social media trends in 2022? Below I’ve compiled a list of trends that marketers should look out for:

1) TikTok is going to take over

I think it’s evident that TikTok will be the biggest social media platform of 2022. In fact, it was the most downloaded app in 2021. 

Since the pandemic, TikTok has grown increasingly fast, and there are no signs that it will stop anytime soon. Currently, TikTok sits at 1 billion users worldwide. But, according to App Annie’s latest report, TikTok will most likely reach 1.5 billion active users in 2022. 

It’s no surprise that these are the predictions, as TikTok is a key component that helps brands stay in line with the current trends. Its fast-paced nature keeps people drawn in. On average, users spend 52 minutes on the app, and 90% of users use the app daily. 

Despite doubts about promoting a brand on TikTok due to its young audience, unique content and people’s fears about jumping on a video, we need to consider the future. 

As Gary Vaynerchuk, social media expert, once said on his YouTube channel GaryVee TV, “Everbody has to learn why TikTok is resonating because every one of those people aged 12-20 years old is going to be your customer in the next 11 years and the format they would like to be sold.” 




Businesses have already started flocking to the platform to broadcast their campaigns. Big brands like GymShark, Guess and Manchester United, just to name a few, are already using TikTok to broaden their reach. 

Any chance to reach a new audience online should be the main priority for any business, big or small - and TikTok is it! 

2) Augmented Reality For Brand Engagement

If you’ve used Instagram, Snapchat and TikTok filters, you experienced Augmented Reality (AR).

Despite AR being around for a couple of years now, it’s becoming popular for brands to use as an additional way to get people to engage with them. Not only does it increase engagement, but it also helps to attract new customers and boost sales. 

According to Statista, in 2022, there will be around 1.1 billion mobile augmented reality users worldwide. And with the emergence of the Metaverse, it’s safe to say that these predictions will become a reality as we move more into the digital space!

3) Employee Advocacy is Booming

Most businesses know that employee advocacy has rewarding benefits. Social media is becoming a tool that turns employees into brand ambassadors in 2022.

In a nutshell, employee advocacy helps boost a company's transparency and connect a brand with its people. Your employees know you better than anyone else, right? So who better to promote it!

Employee advocacy definitely should be a part of your social media plan. Not only does it give outsiders a look into your company, but it's easy content to use, it gets employees involved, establishes you as a thought leader in your industry and builds your network. 

More importantly, it gives your employees the recognition they deserve. Whether you’re celebrating a birthday, sharing valuable tips or celebrating accomplishments featuring your employees online is great for the company, employees and brand development. 

4) Influencer Marketing Will Grow 




Although this is not a new trend, it will stick around for a while. Partnerships between brands and influencers will become stronger than ever in 2022. 

Marketers are increasingly focusing their budgets on influencer marketing. According to a Statista study, industries have increased influencer marketing spending in the UK. 

The simple fact is that people like to interact with people - that’s why it works so well. It quickly and easily forms trust with a brand to a specific target audience. It’s a way to reach a new, unique audience in an authentic way. 

5) Video Content Is Dominating

In highlighting TikTok’s popularity, it’s safe to say that video content will take over in 2022. 

Social media giants like Facebook and Instagram are already prioritising video content. 

As Adam Mosseri, chief of Instagram, stated recently, “We’re going to double-down on our focus on video and consolidate all of our video formats around Reels.”

Video content is undoubtedly the most engaging piece of content out there. If you’re currently not using any form of video in your social media marketing strategy. 

Is your social media strategy ready for 2022? 

Let’s face it - our world is constantly changing. And even though we may think we can predict the social media landscape in 2022, this list is social media trends is only the beginning of what’s yet to come in 2022. 

If you’re actively marketing on social media, then the best thing you can do is dedicate time to research and listen to trends data and identify a strategy that will easily launch your brand online. 

Book a free social media review if you ever need help navigating social media in 2022. We will give you at least 2-3 strategies bespoke to your brand that you can use the very same day. Otherwise, click here to download our free resources to get you started.