The Landscape of Social Media Marketing in 2022
The social media industry is always in flux. By nature, entire platforms can look and work differently from one day to the next. 2021 was no different in that aspect, and we saw a lot of changes to social media sites and the algorithms they run on. Here at Social Supply Co., we’re always testing different strategies and tactics to see what are the most effective ways to turn out the results we’re looking for. Here’s what worked for us in 2021, and what we’re leaving behind!
What Worked
Fun Content Types
The type of content we use for a majority of our clients is influenced by what does well on Instagram. Overall, organic engagement has been decreasing year-over-year, so we tend to focus more on entertaining content that our audiences will most likely want to share with their family and friends. This can include, but is not limited to:
Memes - An easy way to be timely and relevant with current events. Usually comes in a format that is highly customizable to the brand and makes it more recognizable. Depending on the subject matter, jumping on these trends can be risky, but usually turns out in the brand’s favor.
Carousels - While Instagram doesn’t have exact data on how many times a carousel was interacted with, these types of posts stop a user from scrolling to swipe through all of the photos. A current trend on Instagram is to “photo dump” several photos in a carousel with an overarching theme or aesthetic.
Conversation starters - A post with the intention of inviting people to comment. This can be as simple as asking users to tag a friend or comment which item is their favorite out of a list. It sounds simple, but it works pretty consistently when you have the right prompt!
Tone of Voice
We noticed people, especially those who belong to Gen Z, tend to respond better to a casual brand voice. They’ve grown tired of the sales-y, polished copy that many have come to expect and lean more towards content that seems like it was written by a real person. This allows for more off-the-cuff responses when responding to comments or interacting with other brands.
The lack of formality may be concerning to some traditional marketers, however, results have shown that taking bigger risks pays off. Things that might’ve been once considered to be off-limits are encouraged because audiences appreciate it when they see a brand making an effort to connect with their fans on their level.
Boosting
Sometimes you just aren’t getting to the right people within your current group of followers. Boosting posts that perform well organically is a surefire way to connect with likeminded people. This can lead to more followers down the road, and create a better understanding of who connects with your brand’s content and message.
Synergy With Other Marketing Channels
It’s important to keep in mind what are the KPIs you’re trying to reach through your brand’s social media. Whether it’s website traffic, conversions, or brand awareness, it’s paramount that you make sure all of your marketing channels are working together to support your goals.
Here are some ways you can ensure your brand has everything aligned:
Copy needs to align with content - It seems like a no-brainer, but making sure that everything is consistent will benefit your brand in the long run.
Keep your UX updated and easy to use - When a potential customer reaches your website or app, make sure to keep them there with an easy-to-use layout and checkout system that is responsive to what device they’re using. Most consumers will be interacting with your website from a mobile device, so it’s important that your site be mobile-responsive.
Lead Generation Ads - These campaigns can be a great way to find potential customers and add them to your email lists for retargeting.
Using press hits - Don’t leave them behind once you secure coverage! Using press hits for stories or ads can capitalize on earned media.
Affiliate marketing - Working with the tastemakers of your industry is great, but creating specific landing pages and/or sales funnels for them is even better!
What Didn’t Work - Playing It Safe
It’s easy to blame poor performance on the algorithm or whatever is going on in the world at the time. While those things can definitely be factors, there are other elements at play that can worsen the effect. Caution can be a virtue in many aspects, however, in a world where everyone is fighting for even a sliver of attention, it’s important to be bold.
This year, we saw being too rigid or not willing to take risks on both organic and paid social ends up being to the detriment of many campaigns. This can take the form of not being willing to test audiences, certain content types, or subjects.
An important thing to keep in mind is that tests are an opportunity to learn, no matter what the outcome is. If a marketing team just sticks to one format, such as horizontal video, static graphics, and the same content on all channels, they are going to see the same poor results. Test, test, test!
How To See More Success In 2022
Now that you know what it takes to launch successful social media campaigns in 2022, it’s time to shake things up and create something memorable. Social Supply Co. has a team of professionals that specialize in content creation, organic social media management, and paid advertising. Contact us today about how we can help you achieve your goals and beyond!
