Social Media Trends To Look Out For in 2022

The beginning of a new year ushers in new beginnings for many. Year planners have been purchased and planning has began, iIt is important to have insights to inform your goals. The social media landscape is one of constant change, keeping up with trends is the only way to stay afloat

The COVID-19 pandemic dramatically increased the amount of time that people spend on social media. With more people creating content, it’s not only marketers who need to know social media trends, it has become important to the average joe too. Lets have a look at some forecasted social media trends for 2022.

tik tok logo witth airpods and laptop

TikTok is the place to be

TikTok has taken content creation by storm. The platform went from being ‘an app for kids’ to the next best social media app. According to an article published by Tech Crunch, TikTok is predicted to reach 775.0 Million monthly users in 2022. The increasing number of active users means more eye balls, and that is good for business and advertising. Businesses, marketers and content creators need to keep that in mind when trying to reach more people. Tick ock, the time is ticking… you better get on TikTok.

Drawing of a computer

The use of social media for meaningful customer connections

As the world is getting more and more open to the use of social media by businesses and brands, things begin to shift. We are used to brands using social media as just another form of advertising, and that’s set to change. Stricter privacy rules mean that it will be harder to get information on customer behavior. This means that the best way to connect and get to know the customer is by creating meaningful connections via social media. This year, marketers will be using social media to get to know the customer better.

Phone on a selfie stick

Video content is king

Video content keeps people glued to their screens for longer, its the best way to grab your audience’s attention. According to Pop Up Smart, video content is predicted to take up 82.5% of all web traffic. This comes as no surprise, we have seen a high introduction of video features on most platforms. Its time to hit those record buttons in order for your content to reach more eyeballs.

Phone open on photo galary

Influencers continue to influence

The rise and rise of influencer marketing continues. We have seen a lot of brands going the influencer route and this year will be no different. The reason for this growth is that influencer marketing costs less than running paid ad campaigns. Working with influencers also allows brands to work with more people, reach more consumers and thus getting a higher return on investment. I guess we can safely say that influencers are not just a trend, but a type of marketing that is here to stay.

People of different races holding hands
Image: Jaluch

Inclusivity remains important

In the age of social media, consumers have become more and more vocal about social issues. Over the past few years, we have seen a stronger pull towards brands that care about customers and general social issues. Inclusivity will continue to be an important factor for customers. This will push brands to stay on the pulse and represent the communities in which they operate.

By standing next to tv with a carton character that looks like him
Image: Pop Sugar

Just a few weeks ago, there was an image of a young boy who was so excited to see a cartoon character that looked like him. It is with such small impactful particles that we change the world, and ensure inclusivity by age, gender, race and sexual orientation. We can all agree that social media has the power to make a change.

In the age of digital, it is important for people and brands to keep up with social media trends. Anyone who wants to grow on social media, for personal or business reasons needs to understand that its all about adapting. The social media streets are a place to adapt, and keep up with the times, or die.

A look back at 2021’s social media landscape

Social media icons

We have seen a lot of sudden changes since the beginning of the COVID-19 pandemic. The digital space has been one place where a lot of change and growth took place. There are quiet a number of social media platforms that benefited from people being home for longer periods of time.

South Africa’s population is just under 60 million, and according to the CEO of World Wide Worx there are approximately 38.2 million social media users in South Africa. This means that over half of our population is on social media.

Iphone with social media icons

2020/2021 social media rocket

Since the beginning of the pandemic, there has been a spike in the number of social media users. The number of active social media users has increased from 22 million users in January 2020 to 25 million users in January 2021, this is a 13.6% increase. Marketers and advertisers need to keep a close eye on these trends, as these inform budgets.

Audience

Top 5 social media platforms

Many people paint social media as a platform for the younger generation only, this is not entirely correct. Here are some of the most popular social media networks amongst people aged between 16 to 65 years old:

  1. Whatsapp at 93.2%
  2. YouTube at 92.4%
  3. Facebook at 86.7%
  4. Instagram at 70.2%
  5. Messenger at 64.7%

There are a number of learnings one can take from the top 5 social media platforms in South Africa. The pattern tells us of how people like to receive information.

Top 5
Image: True Cable

Top 3 learnings from the top 5

  1. Affordability

The prices of data in South Africa is ranked 136 globally, this pushes people to find more affordable means to communicate. Whatsapp and Facebook messenger allow for a much more affordable day-to-day conversation. These are the platforms where people are able to send instant messages at an affordable price.

2. Keeping in contact

Instagram and Facebook are platforms where people are able to keep up with their old friends and family. This platorm allows people to stay in the loop even though they do not communicate much.

3. Short format videos

Instagram introduced short format videos in July of 2021, this came as a way to compete with TikTok. TikTok has become one of the fastest growing social media platforms. Platforms like YouTube and Instagram Reels keep us glued to our screens for longer and this works for brands and advertisers.

According to an article published in Orlando Sentinel, the average human attention span is 8 seconds. This is a dramatic decrease from 12 seconds in the year 2000.

YouTube on phone

Video content that is able to keep people engaged for longer periods of time is definitely a breakthrough for marketing. It is important for marketers to keep up with the different social media trends, this will guide strategy as well as budget. A marketer that is always on the pulse is always on the money.

How to setup TikTok for business

Phone with TikTok emblem on screen

What is it that your brand wants to achieve? Is it engagements, brand promotion, or sales? Whatever the case may be, TikTok has the best solution to help achieve these goals.

Since its launch in 2016, TikTok has taken the social media landscape to the next level. With over 1 billion active users globally. Users create cool content and interact with each others posts to reach a common goal. Creating fun experiences and showcasing their creative talent through videos. TikTok users are very youthful, energetic, and innovative in content creation.

What is TikTok for business?

TikTok For Business Image
Image: TikTok

Tik Tok for business is a type of account designed specifically for businesses.  On this account, businesses can advertise and sell their products and services while creating cool content… awesome right!

TikTok and other social media platforms

The difference between TikTok and other social media platforms lies heavily in the content shared on the platform. Most social media platforms like Facebook, Instagram, and LinkedIn use images and text to engage with the audience. TikTok on the other hand, uses short and impactful videos. A study by Hub Spot shows that 54% of consumers want to see more video content from businesses or brands that they support.

This study proves that consumers are more likely to engage in content that fascinates them, and Tik Tok is here to make that dream a reality.

Phone open on TikTok
Image: Business Insider

How businesses can do good with TikTok

We all want to be unique and stand out. The most interesting thing about Tik Tok is that it helps brands to stand out from competitors. Isn’t that what every brand desires?

To achieve that, brands need to be on top of their game when creating content. They need to be genuine and straightforward. They need to avoid using the same content throughout and engage with their audience.

Brands need to unleash their creativity and think outside the box. They need to ensure that their marketing strategies are in line with their targeted customers and speak the same language as them. Being creative is the best way to get your brand being discovered by your customers

How to set up a TikTok for business account

tiktok business account
Image: quintly.com

Here are 5 easy steps to start promoting your brand. 

1. Download the TikTok App on your smartphone either on Google Play Store or Apple store and follow instructions. 

2. ‘Clicking’ on Manage Account on the app and select Business Account. 

3 Your Business Account will then be created  

4. Select the category that suits your business. 

5. Start creating awesome content and engaging with your brands’ key targeted customers. It’s that simple. 

Digital is the future of marketing

In today’s world, where almost everything is going digital. Businesses need to take advantage of marketing opportunities through digital platforms like TikTok. Social media platforms present extraordinary marketing opportunities for businesses of all sizes. To create content, promote and sell their services and products, as well as engaging with their customers.

Tik Tok’s Rising Voices 2021 Grant Recipients

Digital platforms have become an incredibly powerful force for content creation. We consume content from different categories, including lifestyle, music, art, food, fitness and more. Tik Tok content creators are one of the greatest examples.

TikTok announced the first cohort of Rising Voices grant recipients, with 20 creators receiving a cash grant totaling about R860,000 in total. Rising Voices incubator programme grant recipients were given mentorship, masterclasses, and special content creation training.

In addition to the cash grant, recipients will continue to receive content advice and support while they conceptualise and curate 10 pieces of content for their platforms.

TikTok will provide further support by amplifying their content to users on the platform, which in turn will help those creators grow their accounts.

The 20 Rising Voices grant recipients were selected by a panel of judges from the TikTok Creator and Content Team based on their engagement levels, dedication to the programme and overall project immersion.

These are the 5 content creators to look out for and were a part of Rising Voices

Thato Mokoena (@callherthato)

With 130K+ followers on Tik Tok, Thato’s dance videos are taking the platform by storm. She does dances challenges for popular Amapiano songs. Her recent challenge to the song ‘It Ain’t Me’ Remix by Innocent Boetie, DJ Abux and Soul King has taken social media by storm!

Khanyisa Jaceni (@khanyisa_jaceni)

Khanyisa is an all-round entertainer and has been giving the country doses of comedy with her witty videos. She is very good with impressions and her content is relatable to every South African child. Her content in comedy has an experience each child has lived. Khanyisa is also a musician and has a good voice.

Thando Khumalo (@thando.khumalo) Thando has content in lifestyle and beauty. Her Instagram content is what people call Instagram goals. She was featured in Glamour South Africa and has worked with big brands in the country.

Tsholo Peeters (@tpee5

During hard lockdown, a lot of people resorted to virtual exercising since gyms weren’t operating. She is a qualified fitness coach who shares home online workout routines with her audience to get into the right summer body!

 Solina Naidoo (@perimaskitchen)

Everyone during lockdown tried at least ONE (if not more) recipe they saw online. Solina’s content is the plug for all people who want to try new recipes. She is a recipe developer, and she makes food that is South African in a simple way with Indian inspired dishes as the core, everyone has a share of the plate, and the variety is a chef’s kiss.

The NFVF is a proud partner with TikTok on this ground-breaking initiative. The programme moulds young content creators into future entrepreneurs that will learn to take advantage of all forms of media and monetise their ideas.

See the full list here: https://m.tiktok.com/magic/eco/runtime/release/60be1981bd8a3903243be1a6?appType=muse

Why do many South African brands suck on Social Media

South African Brands and Social Media

Social media has fundamentally impacted how brands communicate with their customers and many South African marketers are still grappling with this fact. Whether it is Facebook, Twitter or LinkedIn, they just don’t seem to be getting it right. 

Social media has shifted the conversation between brands and consumers from being a monologue to a dialogue. Brands are no longer required to be talking to consumers, but to be engaging with customers. Contrary to traditional media (TV, Radio, Newspapers), brands need to listen and respond to their customers and many brands suck at this. They take a long time to respond their customers’ queries (if they do respond; or give generic responses to every query. 

This therefore brings me to the top-five reasons why many South Africa brands suck at social media. 

1. Lack of understanding of Social Media best practices 

Based on the research I conducted for my Master’s dissertation, the majority of the respondents indicated that they did not understand the social media best practices. As mentioned above, many brands don’t respond promptly to queries or don’t respond at all. According to a Lithium-commissioned study by Millward Brown, 53% of customers expect brands to respond in less than an hour. When customers have complaints, the figure shoots up to 72%.

2. Deleting negative comment or disabling comments

Social media opens a room for brands to be criticised publicly no matter their intention. The emergence of “Black Twitter” has made many South African brands wary of social media. This is because some social media users tend to hide behind the handle and say nasty things about brands. However, deleting negative comments or not allowing comments on the brands’ posts is not the best solution, as brands may lose their fan base and a negative perception could be created. Instead, brands need to take on the challenge.

3. Using the same creative everywhere

One other common mistake that South African brands make on social media is using the same creative for traditional media on social media. For example, taking an entire TVC and posting it on social media, expecting it to land correctly. Each social media platform has its own unique features. Therefore, the creative needs to be crafted according each platform’s requirements. For example, GIFs work well on Twitter. 

4. Using the wrong influencers

Most South African brands fall in the trap of selecting influencers based on popularity instead of alignment. When a brand uses an influencer that is not aligned to the brand, not only does the brand run the risk of not getting their return on investment from using that influencer, but it can also have an adverse impact on the brand’s reputation. 

5. Not understanding the audience 

Communications 101 requires brands to have an understanding of the audience they are talking to. By gaining an understanding of their social media audience brand, they will be able to deliver better messages that resonate with their customers. A post that does resonate with the audience is as good as no post at all. 

Social media will continue to dominate how brands and consumers interact and it is up to marketers to make the process seamless and ensure that it works in their favour. In order to achieve this, South African marketers will need to work hard in avoiding the aforementioned common mistakes.