Hootsuite reveals trends in social networks by 2022
Hootsuite ha presentado su Informe de Tendencias en Redes sociales, que ofrece información y orientación para ayudar a las empresas a crecer y prosperar en las redes sociales en el próximo año.
62% of marketing professionals believe that Facebook is the most effective platform and 59% of marketing professionals affirm that the value of customer service in social networks has increased in the last 12 months.
From the famous mittens of the American senator Bernie Sanders, to the one billion Tiktok users, 2021 has been a great year for social networks, and are about to be more important in 2022.
Hootsuite, the world leading social media management platform, has presented its sixth report on social networks trends, which reveals the five main trends that will shape social networks during the next year, trends that all marketing professionals, and all companies, after all, will need to know to have the greatest success on social platforms in 2022.
The results of the survey conducted in the third quarter of 2021 to more than 18.000 Marketing professionals, and that has been supported by global data and opinions of experts from the sector, clients and partners, have identified that:
Digital communities
"As the impact of social networks continues to grow and evolve throughout the world, the market will continue to suggest indications about what you want collectively," says Maggie Lower, Hootsuite's.«Today, we are all listening and adapting faster and faster, digital communities are increasingly important in consumers' lives and that is why brands are forced to meet higher standards.We are seeing how the social makes its way out of the marketing department as social trade enters full swing and opportunities for customer service in our favorite platforms arise, ”he adds.
With more than 4.500 million people who use social networks -and with our increasingly connected physical and digital lives -navigate the social media panorama has become an even more complex task for brands and organizations.Although staying up to date, Hootsuite encourages readers to immerse themselves in digital communities to find their real purpose, think strategically and assume risks to challenge expectations and overcome competitors in 2022.
"After having lived a complicated time, in which companies have been forced to act tactically, the time has come for marketing professionals to think strategically," says Tom Keiser, Hootsuite CEO.«Let's think about how to create online communities connected.Let's defend the infinite potential of social trade and customer service.Let's make bold decisions based on data, vision and purpose, and let's all wonder how we have done it »concludes.
The Hootsuite social trends report for companies stands out:
Through key conclusions, expert analysis and examples of the sector, the social media trends report emphasizes that:
1. Las marcas por fin consiguen una comunidad adecuada (con la ayuda de los creadores de contenidos)
Digital communities are increasingly important in the life and identity of consumers, and content creators are the key to discovering them.The brands that are intelligently associated with the creators connect with new audiences, earn their trust and obtain cultural capital.
"Communities are the nucleus of a successful social strategy, and content creators have built networks in which their visibility and influence are really powerful" - Amanda Wood, head of Marketing in Hootsuite social networks.
2. Los profesionales del marketing se vuelven más creativos a medida que los consumidores se dan cuenta de los anuncios en redes sociales
Consumers demand that brands a higher level of creativity in the ads they make on social networks, but they reward those who do it well.Since marketing professionals plan to spend more on advertisements on these platforms in 2022, they will have to strive more to create ads that reflect and enrich the different experiences offered by each social network.
«Nobody wants their time on the Internet to be interrupted by brands that have not put much effort in their ads.Consumers are much more receptive to brands on social networks that have this clear.» - Sarah Dawley, head of Hootsuite content.
3. Las redes sociales están tomando importancia más allá del departamento de marketing
Those responsible for companies are improving employee promotion programs, dominating social listening to collect information about consumers and looking for the type of impact they have seen that social networks have on marketing throughout the organization.
«Social networks are no longer an isolated section of the marketing department, this is thanks to the tools that demonstrate the return of investment and that have become universally accessible.» - Melissa Murray Bailey, Hootsuite cro.
4. Las redes sociales se convierten en el centro de la experiencia de compra
The era of social trade is in full apogee and opportunities do nothing but grow.The smallest and competitive companies are finding a balance between the shop windows of social networks and physical establishments, while the big brands test the limits of the online purchase experience.
"Social networks are the new trade interface and the backbone of the new customer experience by 2022 and much further" - Etienne Mérineau, founder of Heyday By Hootsuite
5. Los especialistas en marketing social rescatan a sus marcas del apocalipsis de la atención al cliente
Amid the interruption of global supply chains and staff scarcity, many companies can expect an influx of clients not very happy in 2022.Meanwhile, the demand for customer service through social networks has increased.Social networks managers are now in an ideal position to make heroes and direct their organizations through this demand.
«Offering great customer service on social networks will be the best marketing that your brand will have» - Christoph Neut, Vice President of Sparkcentral Sales by Hootsuite
Other interesting points that the report stands out
Other interesting points highlighting the Hootsuite 2022 social network trends report are:
You can see the complete analysis, examples of brands and strategies for 2022 here.