Everything you need to know about social media in 2022: Part One

Instagram and TikTok

The world of social media tends to ebb and flow— similarly to Reno’s weather—with blistering heat in December and flurries in July. It’s almost impossible to keep up with the constant software updates, algorithm changes, and trends; however, it’s a crucial part of staying relevant as a business.  

If you haven’t already adopted social media into your business marketing plan there are a plethora of reasons why you should definitely be considering it. Businesses lean on social media for building brand awareness, increasing website traffic, generating leads, engaging with audiences, gauging the needs of customers, and so much more. If you already take ownership of different social media platforms for your business, bravo! Let’s talk about refining your strategy for 2022. For those who are still new to incorporating social into their overall strategy, start thinking about how it can impact the overall awareness of your brand and your bottom line as you read through. 

When it comes to social media, we need to consider what conversations people will be entertaining online, and further, what discussions make sense for your business to be participating in. Here are some of the projected social media trends for 2022 on Instagram and TikTok and what they could mean for all of us regular users and businesses alike. 

Remember, for every platform, there’s a practice. Let’s talk Instagram first.

Instagram 

Over the last year, the content that users have been creating on Instagram has changed quite a bit. With the introduction of Reels in 2020 (Instagram’s response to TikTok), influencers and social media experts have diverted their attention to short-form video content. In fact, Reels gain roughly 22% more engagement than regular video content on Instagram. And in 2022, we can absolutely expect that Reels are here to stay. 

Things to consider before you create your reels:

Is a business account or a creator account more suitable for you and what you’re trying to accomplish? There are pros and cons to both.

Business Accounts on Instagram 

  • Pros
        • Instagram Insights Tab 
          • This provides analytics on the performance of your posts based on impressions, engagements, click-backs, and post link clicks. Ultimately, this helps you build your strategic plan based on data.
        • The ability to use third-party software like Sprout or Hootsuite. 
          • These third-party programs offer in-depth analytics of your post-performance, profile performance, and scheduling opportunities.
  • Cons
        • Access to unlicensed music only. 
          • This can be limiting to your creative goals. Trending music and sounds typically gain more engagement. These sounds are only available to individual creator accounts, not businesses.

Creator Accounts on Instagram

  • Pros 
        • Access to copyrighted trending sounds and music. Yes, even Adele. 
  • Cons 
      • No longer have the ability to use third-party software. 
      • No longer have access to the Instagram Insights Tab. 

Best Practices for Instagram Reels:

  1. Make use of trending sounds/music. Instagram will increase your visibility for producing content that holds relevance to what others are searching for/watching. 
  2. Use captions to be inclusive of all users. This is huge and can make your post less relevant to users, meaning the algorithm won’t favor your content. 
  3. Don’t publish content that includes watermarks from different platforms, i.e., TikTok. 
    1. TikTok watermarks decrease the likelihood of others viewing your content. 
  4. Share your Reels to your feed. Users who publish reels to their feed typically gain more exposure. 
  5. Hook the viewer within the first three seconds. Attention spans are that of a goldfish and the ability to scroll is a hair-trigger. 
    1. This can be accomplished by incorporating interesting transitions, adding shock value, or stating a fun fact. 
  6. Keep your video 20 seconds or less. Short-form videos that are under 20 seconds perform better. 

TikTok

TikTok has grown at an exponential rate. In 2019, the app had roughly 500 million active users worldwide. In 2021, that number grew to approximately 689 million active users. Projections show that if TikTok continues on this path, it will reach almost 1.5 billion users in 2022. Needless to say, if you’re in the world of social media, learning how to use TikTok is a must. Plus, it’s fun. 

TikTok has become a platform that’s allowed businesses to go against the grain when it comes to traditional branding. Users take advantage of the silliness of this platform wholeheartedly (speaking of, if you haven’t seen the Duolingo mascot tormenting folks in the office on TikTok, this is your sign to go check it out). This app is meant to inspire creativity and was built so people wouldn’t overthink it! You shouldn’t either. 

Everything you need to know to be successful on TikTok: 

  1. Be experimental with this platform. Businesses are creating outlandish content and it’s serving them well. 
    1. Heider Real Estate sets a great example of how businesses can optimize TikTok to their benefit. The company currently has 3.2 million followers and over 45 million likes. Not only is this great exposure, but it’s an opportunity to build brand trust with people who are looking to buy a home. 
  2. Consistency is key, post often. Your first TikTok may not go viral and that’s okay. It only takes one, and if a user heads to your account, they want to see that you’re posting content often.
  3. Capitalize on the power of trends. Check the explore page to see what kind of music and transitions are popular. These garner more views based on the algorithm.
  4. Create high-quality content. Ensure you have proper lighting before filming. iPhones are a great tool for this! 
  5. If you’re using TikTok for educational purposes, make sure your content is fun to engage with and easy to follow and understand. Make sure folks have enough time to read your captions and your content is engaging enough for them to finish the video.

As mentioned before, social media is constantly changing, so keep in mind that these trends are subject to change, too. However, if there’s anything we know for sure, short-form video is here to stay. When you develop your social strategy for 2022, think of how to implement awe-inspiring content into your accounts. Stay up to date with new software updates and different features that can elevate your brand identity. Great strategists are constantly innovating and looking for ways to allow their brand the spotlight it so rightly deserves. We’re rooting for you to be the social media rockstar you were born to be, and with these simple best practices, you’ll get there.

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