Social media is a fickle medium. Constantly changing algorithms and UX, as well as new platforms, mean that being a social media marketer can be challenging, as the landscape constantly shifts. What can we expect to see in 2022 for social platforms?
Which platforms will dominate, which will challenge, and what can be expected?
TikTok is scoped to become the biggest social media platform. Although only new on the scene in comparison to its competitors, TikTok has become a blueprint for success in the space. Instagram launched Reels to compete with the video sharing giant.
Other platforms are having to adapt to keep up with TikTok. Its algorithm is said to favour creators, and it still feels more organic and with less sponsored content on it. As the other platforms are left feeling like constant ads, TikTok is still rich with organic content.
In another trailblazing move, TikTok recently launched its creator marketplace. This is a move that assists brands in linking with appropriate creators. It helps amateur creators to improve their content, as well as providing a place for creators to connect.
The way in which TikTok is improving and diversifying means that 2022 could very well end up being the year of TikTok.
Snap is determined to stay on the heels of TikTok. Recently announcing an augmented reality (AR) partnership with WPP, the platform has been using AR to improve its user and creator experience.
Snapchat boasts over six million monthly active users in Australia, with a reach of over 90 percent of 13- to 24-year-olds. With the users on average opening the app 30 times a day, it is predicted that more businesses will look to the platform for promotion.
The Snapchat generation (Gen Z and Millennials) are now said to have $95 billion in spending power in Australia – a hugely lucrative market for advertisers.
With an opportunity to experiment with AR and other advances on the app, brands are already shifting over.
Still hugely popular, the photo sharing app has dominated for over 10 years. The app has worked to keep up with the new platforms that continue to be released, most notably launching Reels in the face of TikTok. However, as more people have grown to distrust both Facebook and Instagram, which sit under the same umbrella company, an increasing number of creators are reducing their usage.
With the future of Instagram looking less certain than TikTok, in October 2021 it announced a suite of new features. From its data-driven influencer search function to brands, to being able to upload from a desktop, the social giant is determined to stay one step ahead.
Taking inspiration from Patreon, Facebook has announced Subscriptions. Helping creators to earn money from their audience, the feature allows users to have a more personal experience.
With subscriber-only Lives, special discounts and a subscriber-only group function available, Facebook is looking to bring the power back to the creator.
The main concern is that perhaps this has been done a little too late? With the public distrust of Facebook only continuing to grow, 2022 will spell out the fate of the original social platform.