What Social Media Trends Will Emerge for 2022? (2023)

The rise of AR, social media platforms play catch up to TikTok and more predictions for marketers to watch on social media in the year ahead.

2021 was a busy year for social media platforms and 2022 is shaping up to be even busier. Earlier this year I offered up some predictions on what I thought the year would hold for social media. Here’s how I see social media shaping up in 2022, along with what strategies marketers should develop for a complete customer experience.

Trend 1: The Evolution of the Main Feed Has Begun

Algorithmic main feeds in Facebook, Instagram, TikTok, Twitter and Pinterest have long connected people to news. But the attention-baiting tactics they practice have come under scrutiny, leading to an outcry for changes in platform strategies to focus on bringing value to the people who rely on them for connection. Several changes meant to curate posts with more personalization and privacy in mind are on the way. Twitter, for example, stated itsroadmap for future products and features will double its revenue by 2023. Moves like this lessen the dependency on targeted advertising for revenue while creating features ostensibly to better serve itscustomers.

What This Means: Marketers should expect— and plan to leverage —more features that enhance customer experiences. Most rollouts of these features will be a trial, however. The next trend explains why.

Related Article: Is Social Media Marketing Dying?

Trend 2: Yet Social Media Remains Addicted to Ad Revenue

The parade of ads shown alongside news feeds is showing its age, yet the revenue created has grown to new heights. One forecast fromeMarketerpredicted Twitter will reach $2 billion in U.S. ad revenue during 2021, despite flat growth. That is a 38.5% increase over 2020. The sitealso forecasted that Instagramwill for the first time make up over50%of Facebook’s$50.30 billionin net ad revenues in 2021.

What This Means: Marketers should not pause any awareness for new ads features just yet, as digital ads will still likely provide effective customer journey messaging. But an evolution in options will address increasing pressure to demonstrate ROI.

Trend 3: Slimmed-Down Media Models Will Turn Up the Competitive Heat

We all know the firmly established social media platforms with massive audiences. Facebook, for example, reported in its earnings report a year-over-year increase in daily and monthly active users, despite public criticism of its practices.

In contrast, newer platforms have emerged which offer a fundamentally slimmed-down media model, meant to make socializing among niche audiences more convenient to moderate and safer as a community. Interestingly, not all are social media platforms. These upstarts include the podcast platforms like Spotify, livechat platforms such as Clubhouse, newsletter platforms like Substack and sub-communities in the established social media platforms, such as Twitter Spaces. All aim to allow people to forge meaningful connections with their favorite creators or community rather than relying on algorithmic recommendations for engagement.

(Video) Social Media Trends in 2022

It's unlikely any one platform will be the “next Facebook” any time soon — no one is asking for it. The challenge for these slimmed-down business models is generating revenue. It's a last mile problem that promises huge upsides for influencers and platforms through shared revenue on subscriptions, tips or ticketed events. Twitter and Spotify could potentially leverage this benefit faster, for either current business models (podcasts on Spotify) or for emerging features (such as Twitter Tips).

What This Means: These platforms ultimately mean marketers must cultivate customer experience options that do not appear as attention-grabbing content.

Related Article: Twitter Spaces Challenges Clubhouse for the Live Audio Social Media Crown

Trend 4: As Social Commerce Continues Its Ascent, So Will Customer Service

As discussed previously, social commerce features will continue to roll out to keep up with how people shop for goods and services. Customers have become accustomed to initiating a purchase online — be it curbside pickup of groceries or scheduling an appointment — but now want fast responses to customer service needs as well. Social media channels dedicated to customer service have long existed. The pandemic has only accelerated adoption of these channels.

What This Means: Marketers should look to refine customer service to gain the most benefit of new social media platform features.

Trend 5: Calls for Social Media Accountability Will Increase

Public calls for social media platform accountability will increase, buoyed by the fallout from the Facebook papers and the findings implicating Instagram as a negative influence on young users. The findings, first brought to light in a Wall Street Journal report, found 32% of teenage girls surveyed "indicated that when they had negative thoughts about their appearance, Instagram made those feelings worse." Fourteen percent of teen boys reported similar sentiment.

The big question is what kind of legislation will emerge. Antitrust debates will reveal clues on legislative progress. Antitrust scrutiny can constrain the major platforms' ability to copy features from smaller platform or outright acquire other platforms, as seen with UK's regulators telling Meta to sell its Giphy acquisition. This differs from the quick acquisition and dissolution of platforms, as seen when Twitter acquired Periscope. That scrutiny can keep smaller platforms among marketers' strategic choices.

What This Means: Expect more fallout in 2022 to shape what digital media marketers use to connect with customers.

Trend 6: The Rise of the Creative Influencers

The proliferation of creative tools have allowed for a new kind of influencer to take shape: the Creators. Creators differ slightly from traditional influencers, who rely on experiencing the world around them, by producing original materials using these tools. The pandemic has changed what influences are valuable on the go. As a result, creators have gained a sizable follower count in a world with limited gathering options during the pandemic.

(Video) Top 10 Social Media Trends in 2022

What This Means: Marketers now face two kinds of influencers for branding and leveraging engagement. Creators offer a way of demonstrating the benefit of a solution, creating an additional micro-influencer opportunity.

Related Article: Social Media Influencers: Macro, Micro, Nano

Trend 7: The Augmented Reality Buzz Grows in the Wake of the Metaverse Hype

Learning Opportunities

WebinarNov29CMS + DAM: Content at the Center of the Digital ExperienceOutstanding digital experiences demand outstanding contentWebinarNov30AI for Marketers: Optimize Personalization Across the FunnelUnderstand the benefits of utilizing AI across your entire marketing stack
WebinarDec1Top 10 Ways to Step Up Your Digital Experience: Sitecore Symposium TakeawaysBe equipped with top digital trendsWebinarDec7[EIS Webinar] What is PIM and Why Your Ecommerce Business Needs ItAttend this webinar and learn how PIM can add value to your digital business as you maximize your return on investment.
WebinarDec8Thriving in a Cookieless World with First-Party DataLet’s Be Real: Third-Party Data Was Never That GreatConferenceMay10CMSWire CONNECT 2023Explore the latest customer experience and customer services technologies
WebinarNov29CMS + DAM: Content at the Center of the Digital ExperienceOutstanding digital experiences demand outstanding contentWebinarNov30AI for Marketers: Optimize Personalization Across the FunnelUnderstand the benefits of utilizing AI across your entire marketing stack
WebinarNov29CMS + DAM: Content at the Center of the Digital ExperienceOutstanding digital experiences demand outstanding content
WebinarNov30AI for Marketers: Optimize Personalization Across the FunnelUnderstand the benefits of utilizing AI across your entire marketing stack
WebinarDec1Top 10 Ways to Step Up Your Digital Experience: Sitecore Symposium TakeawaysBe equipped with top digital trends
WebinarNov29CMS + DAM: Content at the Center of the Digital ExperienceOutstanding digital experiences demand outstanding content
(Video) NEW Social Media Marketing Strategies For 2022 (SECRET)

People's interest in augmented reality (AR) is starting to grow, though reservations remain. A number of studies have indicated a mixed consumer reaction to augmented and virtual reality (AR and VR). "Nearly four in 10 US adults have not used and are not interested in using AR and VR while shopping, per Bizrate Insights. However, 23% of those who haven’t are very interested in doing so," according to eMarketer.

Hesitancy may change as growing competition in the metaverse continues in 2022. While Facebook rebranded as Meta to better leverage its investment in AR, Microsoft announced Mesh, a metaverse for its Teams platform.The high-profile interest in the metaverse matters because of its potential to draw downstream AR developers and suppliers into the tech spotlight.

What This Means: Marketers should be open to experimenting with AR as a way to enhance customer experiences. Snapchat has shown clear examples, such as opening virtual pop-up stores for Wal-Mart and Coke.

Trend 8: Short Video Adoption Will Shape Video Metrics

TikTok dominates the social media environment today, triggering a heated competition to introduce short videos and live streaming capabilities, such as YouTube's introduction of YouTube Shorts and Instagram declaring its emphasis on video over images.

(Video) 15 Social Media Marketing Trends For 2022

What This Means: Marketers need to analyze if link playback leads to conversion activity. This means correlating data from social media to sales or conversion data. Look for correlation features in reporting or for third-party alternatives ranging from open source data models made with R or Python to plugin dependencies for business data solutions like Power BI or Google Data Studio.

Related Article: TikTok Marketing: Are You Ready to Flip the Switch?

Trend 9: Addressing Mental Health Flaws in Social Media Metrics

People's increased reliance on social media during the pandemic has created a new-grown awareness of the impact excessive social media usage has on mental health. The aftereffects can leave people feeling drained, manipulated and exhausted.

Social media platforms have been experimenting on how best to respond. For example, YouTube decided to remove dislike counts from public view of its videos. While a dislike count is not a conversion metric, making it private attempts to cut back on harassment.

What Social Media Trends Will Emerge for 2022? (13)

The private dislike count also reflects a move among social media platforms to clean their feeds of bad actors. Creating an environment suitable for customer service means preventing troll-like behaviors from plugging up the DMs and filtering social media feeds against abusive behavior. Twitter has been leading the fight on its platform, introducing Safety Mode, a filter against abusive tweets when a user is getting negative attention. Brands are responding as well. In one case,Lush Cosmetics announced it would pull all its social media profiles to show its concerns around mental health wellness on social platforms.

What This Means: Marketers should expect more coordination among the social media platforms to prevent cross-platform abuse.

Trend 10: Choosing Where You Forge Better Customer Connections

There's now a dizzying array of social media choices, but brands are recognizing they may have to be selective to which platforms connect them best to an intended audience. For example, duringNational Black Business Month I noted marketers have an opportunity to connect investments in supplier diversity to customer impressions of their brand. Many customers scrutinize those efforts through social media, so marketers need to know which platform provides the right exposure for connection and messaging.

What This Means: Marketers should evaluate metrics that show where engagement align with conversions when making major decisions.


What are the trends for 2022 social media? ›

The biggest anticipated changes are the rise of TikTok and short-form video content. While Instagram and Twitter will continue to be important (especially to B2B businesses), 2022 might just be the year for smaller networks like Pinterest and Snapchat. Oh, and social commerce is a must for eCommerce businesses.

How a trend in social media emerges? ›

Social media trends often get their start through influencers and KOLs. At the very least, they help to push new ideas into the mainstream.

What are the future trends in social media? ›

More Brands will Adapt to AR and VR Technology

Augmented Reality (AR) and Virtual Reality (VR) are current social media trends in 2023, as brands try to offer an exciting user experience. Many e-commerce companies have adapted to AR-powered shopping, allowing users to try-on products before purchasing them.

What are the emerging trend in 2022? ›

Artificial Intelligence (AI), and Machine Learning

As emerging technologies transform companies, Industry 4.0 in manufacturing and digitization in all other industries is accelerating the implementation of IoT, Blockchain, Artificial Intelligence (AI), machine learning, cognitive intelligence, deep learning, etc.

What are the biggest trends of 2022? ›

These Fashion Trends Defined 2022 — Here's How To Shop Them
  • 2022 Fashion Trend: Sweats 2.0. ...
  • 2022 Fashion Trend: Voluminous Silhouettes. ...
  • 2022 Fashion Trend: Platform Shoes. ...
  • 2022 Fashion Trend: Low-Rise Pants. ...
  • 2022 Fashion Trend: The Color Purple. ...
  • 2022 Fashion Trend: Regencycore, Continued. ...
  • 2022 Fashion Trend: Cutouts.
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What is the emergence of social media? ›

The first social media site to reach a million monthly active users was MySpace – it achieved this milestone around 2004. This is arguably the beginning of social media as we know it.

What is the emerging role of social media today? ›

Now people share their life events and occasions with their loved ones. Social media and internet has changed today's life. The role of social Media can be observed in diverse fields such as communication, business, entertainment, food, lifestyle and welfare. Social media has become a very useful platform for business.

What is the most popular social media in the world 2022? ›

1. Facebook — 2.9 billion MAUs. Facebook is the largest social media site, with more than two billion people using it every month. This means that roughly 36.9% of the world's population are Facebook users.

What is the most popular social media platform 2022? ›

The latest statistics show that Facebook continues to reign strong as the king of social media, with 2.93 billion active users in 2022. That means that nearly two out of every three of the 4.59 billion social media users across the world are active users of Facebook.

What are the current and future trends of media and information? ›

From virtual worlds, avatar emotions, artificial intelligence, computer-generated storytelling and narrative, interactive 360 holographic images, mixed reality, stress disorder virtual therapies and so much more. ICT will continue to advance, empower and transform every aspect of our life.

Why social media is the new trend in communication? ›

The importance of social media in communication is a constant topic of discussion. Online communication has brought information to people and audiences that previously could not be reached. It has increased awareness among people about what is happening in other parts of the world.

What is a emerging trend? ›

The Emerging trends (or Trending words) is a list of words that describe the topics which emerged faster than any others over the last 24 hours. By "emerging" we mean getting more social attraction from the crowd, being discussed much more than any other topic.

What are the emerging trends in technology? ›

Cybersecurity, artificial intelligence, blockchain, cloud computing, and the Internet of things are those trends that will dominate in, at least, 2020. These technologies have already entered various spheres of economy.

What are the main effects of social media? ›

The more time spent on social media can lead to cyberbullying, social anxiety, depression, and exposure to content that is not age appropriate. Social Media is addicting. When you're playing a game or accomplishing a task, you seek to do it as well as you can.

What are benefits of social media? ›

Here are five benefits of using social media:
  • Build relationships. Social media is not just about brands connecting with their customers. ...
  • Share your expertise. Social media gives you an opportunity to talk about what you know and what you want to be known for. ...
  • Increase your visibility. ...
  • Educate yourself. ...
  • Connect anytime.
22 Apr 2014

How is social media impacting society? ›

Social Media is relatively a newer technology, hence, it is a little difficult to establish its long-term good and bad consequences. However, multiple researchers have concluded a strong relationship between heavy use of social media platforms with an increase in risk of depression, self-harm, anxiety, and loneliness.

Why is social media important 2022? ›

Increasing Popularity With Ease

For people in the content and digital marketing arena, the ability to attract popularity is what matters most. The social media platforms provide such a section of people with precisely what they're looking for - increased exposure.

What is the emergence of new media? ›

The rise of new media has increased communication between people all over the world and the Internet. It has allowed people to express themselves through blogs, websites, videos, pictures, and other user-generated media. Terry Flew stated that as new technologies develop, the world becomes more globalized.

What is new emerging media? ›

So, by definition, “emerging media” are communication formats or channels in the process of becoming known as part of a long evolution of our communication architecture.

Which is the most important function of emerging media? ›

Emerging media enables interactive communication and permits the merging of various media forms. We are also seeing the convergence of media forms. We are now living on a virtual world. We are communicating with people without knowledge on their physical presence in the virtual world.

What are the three example of trend? ›

The three main types of trends are uptrends, downtrends and horizontal trends.

What is the fastest growing social media platform 2022? ›

All channels have seen an increase, however, unsurprisingly it is TikTok that takes the crown of the fastest growing social media channel in 2022. Of the 3,000 participants, 40% state that they plan to use TikTok in 2022 as part of their social media strategy.

Which social media is growing fastest? ›

The latest data shows that the fastest-growing social network is TikTok.

What's the next best social media? ›

10 New Social Media Platforms & Apps
  • TikTok. TikTok has quickly become a major player with its detailed algorithms and unique content creation capabilities. ...
  • Discord. ...
  • Twitch. ...
  • Instagram Reels. ...
  • Patreon. ...
  • Twitter Spaces. ...
  • Spotify Greenroom. ...
  • Supernova.
21 Jul 2022

What is new media give 5 examples? ›

Blogs. Email. Music and television streaming services. Social media networks.

What are the 5 new media? ›

In The Language of New Media, Lev Manovich proposes five “principles of new media”—to be understood “not as absolute laws but rather as general tendencies of a culture undergoing computerization.” The five principles are numerical representation, modularity, automation, variability, and transcoding.

What are the 3 new media? ›

New media — often known as multimedia or digital media — relies on digital means to communicate, as opposed to traditional media like print newspapers or television. New media technologies include blogs, videos, websites and internet ads.

What is the 8 emerging trends? ›

We called those with the most potential the Essential Eight. They include: artificial intelligence (AI), augmented reality (AR), blockchain, drones, Internet of Things (IoT), robotics, 3D printing and virtual reality (VR).

What is trend short answer? ›

A trend is a change or development towards something new or different.

What is a trend answer? ›

A trend is what's hip or popular at a certain point in time. While a trend usually refers to a certain style in fashion or entertainment, there could be a trend toward warmer temperatures (if people are following trends associated with global warming).

What is the meaning of social media trends? ›

For example, social media trends refer to various trends based on content-sharing and interactions between users that appear on social media platforms. It's important to identify social media trends for business intelligence purposes, marketing, competitive advantages, and many other business goals.

What does it mean to trend on social media? ›

A trending topic or hashtag is one that is popular on social media at a given moment. Trends are highlighted by social networks such as Twitter and Facebook to encourage discussion and engagement among their users. The “trending” concept was first popularized by Twitter and has since been adopted by other networks.

Why is social trend important? ›

Relationships. The most obvious impact social trends have is the way they change how companies build relationships. This is obvious because you can see it frequently in the marketing campaigns of larger companies. Nike, Pepsi, and Gillette have all released adverts focusing on modern social issues in recent years.

What is the most popular social media 2022? ›

The latest statistics show that Facebook continues to reign strong as the king of social media, with 2.93 billion active users in 2022. That means that nearly two out of every three of the 4.59 billion social media users across the world are active users of Facebook.

Whats the most popular social media? ›

With nearly 3 billion monthly users, Facebook is inarguably the largest and most popular social media platform in the world.

What are the new popular social media platforms? ›

12 Next Big Social Platforms To Watch Out For In 2022
  • Twitch. As an American video live streaming service, Twitch focuses on video game live streaming. ...
  • Discord. As a group-chatting platform, Discord was originally built for gamers. ...
  • Clubhouse. ...
  • Caffeine. ...
  • Whisper. ...
  • Medium. ...
  • Chirp. ...
  • Learnist.
15 Jul 2022


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