This past year has definitely given social media marketers a lot to set for strategy and budget for 2022.
Snapchat has emerged as a major player in social media marketing, growing 57%, reaching its first billion-dollar quarter, and growing daily active users to over 300 million.
Meta emerged as a platform formerly known as Facebook, against the backdrop of renewed demands for whistleblower testimony and its rules.
The iOS15 update proved to be a turning point in Apple’s advertising business – and a bomb for everyone.
Twitter rolled out fleets, launched a suite of premium features, and, among other updates, added a new monetization option called Super Follow.
Despite growing challenges, and a steady stream of controversy (both real and real), Facebook topped the social media pile in 2021, with its 2.9 billion active users dwarfing everyone else, and human beings so far. Formed the largest interconnected network.
The platform is losing contact with younger audiences, but it continues to expand into markets, covering any major usage decline, while continuing to add new advertising tools and marketing options to make it a more complete platform. And facilitates the next stage. Brand connection.
And that’s before you go into its VR, and consider the evolving metaverse concept. It still faces challenges, of course, and various scrutiny around the world, but Facebook seems ready for further development as it continues to evolve in more and more different ways.
1. Audio social
Would audio be a long-term use behavior within social media apps, or was it an epidemic-driven fashion that gave people another way to connect between coveted restrictions?
I doubt it’s a bit of either, but I also predict that Facebook will eventually win the audio social race, especially because of one key element: Discovery.
As with previous video live-streaming, Audio Social has become less compelling as it has become more widely available because, with all the media, anyone can make it compelling, interesting.
The ability to share content, consistently, is not universal. Being good at audio or video live-streaming is a skill, and the biggest challenge Clubhouse and Twitter are facing right now is how you make sure you engage every individual user to create optimal engagement with the broadcast. Demonstrating the best audio content. In real-time?
Nor is it succeeding, but Facebook, which has taken a more measured, more cautious approach by limiting access to its audio rooms to high-profile users and groups, is actually on a much more practical path to choose.
Twitter’s open access may appeal to some, but Facebook’s audio strategy will ultimately see it gain the most out of the option, even though it hasn’t been a major connectivity option since the epidemic.
2. Building digital identity
Another key step you can expect Facebook to take action in 2022 is to create a digital identity, and a bridge between your Facebook profile and your VR / Metaverse presence.
We’re already seeing this with the rise of digital art-based NFT avatars, which will shape how you present yourself to others in the virtual space, and use Facebook with your own NFT profile display options to lean in this shift.
Has been Facebook is slowly directing more users to the tools to create their own digital avatars, with advanced gesture and response options, and as Metaverse continues to gain push speed, you can help other users build their virtual representation. You can expect Facebook to add more of these character tools. And illustrations.
Expect to see many more 3D characters from your friends in Facebook apps, in various forms, as this seems to shift the focus to the next level.
Twitter has adopted a new, faster growth timeline, which has added many more features over the last 18 months – although many of these new updates have dropped flat or had a little overall effect.
However, the number of Twitter accounts continues to improve, both in terms of engagement and revenue.
And while there are key elements that need more attention, it is in principle on track to meet its ambitious development goals, which were announced earlier this year, to take over Twitter board seats.
And in response to a group of working investors demanding significant improvements, or the replacement of an existing management team.
1. Building payment frameworks
Twitter’s main push in the past year, at least in the form of its commercial endeavors, has been paving the way for creators to monetize their tweets while establishing in-depth revenue streams for the platform itself.
New options such as Super Follows and Ticketed Space allow users to monetize directly, while Twitter is also developing its own Twitter Blue subscription option to access new tweet features.
Twitter’s creator tools appear to be set for moderate success, with users, for the most part, reluctant to actually pay for tweets, and some creators are able to offer reasonable enticement. But Twitter Blue, which is close to its next stage, could become a solid earner if Twitter can justify its offer.
2. New video tools
You can also expect Twitter to make video a big focus next year, as it integrates the full-screen presentation options and tools leftover from fleets into new areas.
Twitter is already working on it, and if it can succumb to widespread interest in full-screen, small-form video, it could be an engagement winner when tapping videos when tapped. More attention is paid to expansion in full-screen mode.
It will also lead to new trends in usage, where users entice viewers to tap into a fullscreen mode to see the full context.
Facebook’s other social app has become a major player in many respects, although it is difficult to say whether Instagram is still growing, given that it hit one billion users in 2018, and has since surpassed that figure. No updates posted.
The platform continues to pursue trends, whether it’s Snapchat or TikTok-startup, with varying levels of success, and remains popular with young users.
But there are also some potential hints coming from Instagram headquarters – and that’s before we consider reports of the app’s adverse effects on your mental health.
Despite being very small, in terms of the number of users, compared to its competitors, Snapchat has established a valuable place in the social media marketplace,
which has become a major platform for more intimate communication and community, while its content Facilitates new trends in content consumption, snackable shows, and content.
It will play a key role in the next phase of Snap, while it remains a leader in AR, despite the obvious disadvantages. Social media marketing