In the modern world, we spend hours online on our phones. With dozens of social media apps accessible at our fingertips, these networks are becoming a vital part of our everyday routine. Hootsuite has estimated that an average person spends about 2.5 hours on social networks daily. So, the power of social media cannot be underestimated, especially when it comes to marketing. Brand owners and marketers all over the world use social media marketing (SMM) to improve their reach, boost sales, or build a trusting and consistent relationship with potential clients.
The world of social media, however, is rapidly changing. Something that was flaming hot a few months ago could be an ordinary thing now. Once a new promising social network, Facebook is quickly losing its leadership position to TikTok. Consumers’ behavior also transforms according to the latest tendencies in the market. That is why in this article we have listed the most relevant and hot trends for 2022. Keep reading to know how you can apply this to your marketing strategy in the iGaming niche and beyond.
State of social media in 2022
According to the Hootsuite research, in January 2022, the number of social media users reached 4.62 billion, which is more than half of the total population (58.4%). This number keeps growing on the year-on-year scale (+10.1% from the 2021 level).
The aftermath of the global pandemic and the rising digitalization of all aspects of our lives can be named key drivers for this surge in activity. The data from Statista shows that the main reasons for the use of social networks are:
- To keep in touch with friends and family;
- To fill spare time;
- To read the news;
- To find entertaining content;
- To see what is being talked about.
Most used social media platforms in 2022
In the research, Hootsuite also found out that an average person spends 2.5 hours on social media every day.
While Facebook remains the most visited network with almost 3 billion (2.91 bn) daily users, followed by YouTube with 2.56 billion visitors per day, the Chinese shorts-format video app TikTok is quickly gaining strong positions with a total of 1 billion active users in January 2022. Other Meta apps like WhatsApp (2 bn), Instagram (1.48 bn), and Messenger (0,99 bn) are on the top list. The power of Chinese social apps like WeChat, DouYin, and QQ also should not be underestimated, as these platforms have large daily audiences as well.
While the numbers in the chart above seem impressive, it is important to understand that the audiences of these apps often overlap. On average, one person has and actively uses 7-8 social media apps. So, for instance, Facebook has less than 1% of unique visitors, as most of its users also like Instagram (78.1%), YouTube (74.7%), and WhatsApp (72.7%). The same goes for other apps.
At the same time, WhatsApp was named the favorite social network for the majority (15.7%) of users. It is closely followed by:
- Instagram (14.8%);
- Facebook (14.5%);
- WeChat (11.4%).
As for the time spent on each social media platform, YouTube is clearly the winner with 23.7 hours per month. Facebook and TikTok share the second place, as an average person spends about 19.6 hours on each of these apps. Other Meta social networks – WhatsApp and Instagram are in the third and fourth places, respectively.
Changes in consumer behavior
After two years of the Covid pandemic, consumer behavior on social media has changed as well. Social media has become the primary source of entertainment for a large number of people, subverting TV and even streaming services like Netflix. The data from TikTok show that 35% of their users started watching less television and streaming services after using the app.
At the same time, some users, especially the younger audience, are tired of the algorithms most apps use and industry stereotypes. Thinkforward study shows that 43% of Gen Z users believe that social media algorithms poorly affect their media diet. So, creative and innovative content is bound to catch the eye.
Educational and at the same time entertaining content is also vital for success in 2022. The same research shows that 57% of social media users stated that they have learned practical skills from these networks. This is compared to 51% that found out about these skills in universities.
Now, people are also more prone to buying products and services they saw on social networks. The role of social media influencers in this also cannot be underestimated.
Changes in brand’s approach to social media marketing
The companies’ approach to the social media marketing strategy has also changed over the past two years. While 2020 and 2021 what all about adapting to the changes and tactical actions to keep the business afloat. Now, however, strategical thinking is in trend again. SMM specialists are focused on building valuable communities, exploring the potential of commerce on the social network, and tapping into customer care.
To know more about social media marketing in the casino and gambling business, follow this link.
Top-5 social media trends that are bound to make an impact in 2024
Small authentic communities gain a bigger impact
After several years of lockdowns, a sense of community is more important than ever. Forced to stay at home, people started forming meaningful connections on the Internet and social media apps became a perfect tool for this. This is especially true for young people, who believe that online life is more memorable and significant for them than offline, according to Squarespace research.
As seen from the joint study by Facebook and NYU Governance Lab, 77% of surveyed people believe that the most important group they belong to operates online.
While online communities have been important for some time now, this year smaller groups take the central stage. Social media users are shifting from large-scale influencers to less popular bloggers that create authentic content. These communities are often formed of highly-engaged users that are brought together thanks to a specific theme. And there is no shortage in such groups. At the time, there are over 50 people on Facebook, TikTok, YouTube, and other social platforms that consider themselves creators of some kind.
What does all this mean for brands? Companies that want to optimize their social media strategy should turn to niche creators. This allows connecting with new active users that are already interested in the specific topic. While having a presence on social media is important for the brand image, it does not automatically mean an active community. So, brands can expand their reach by collaborating with influencers.
Social advertising spending increases
The other major trend for 2024 is a surge in social ad spending. This year, marketers are directing their creative efforts toward social media advertising to maximize the impact.
As seen from the Hootsuite report, marketing budgets overall tend to be lower than in the last year. At the same time, many brands have decided to tap into paid advertising on social media. The survey shows that over half (51.4%) of marketing experts are planning to increase their ad spending across social media platforms.
Similar to the past year, the biggest funds are going towards:
- Facebook;
- Instagram;
- LinkedIn.
Some surveyed marketers, however, confessed that they plan to cut investments in these social networks. Many SMM experts no longer perceive Facebook or Instagram as the most effective advertising platforms. Instead, brands are exploring other networks.
| Social network | Estimated effectiveness ‘22 | Estimated effectiveness ‘21 |
| 62.3% | 78% | |
| 49.31% | 70% | |
| 40.2% | 42% | |
| 39.8% | 33% | |
| YouTube | 34.49% | 26% |
| TikTok | 24.34% | 3% |
| 19.25% | 14% | |
| 15.6% | 6% | |
| Snapchat | 13% | 1% |
As seen from the table above, the perceived effectiveness of TikTok, Snapchat, and Pinterest has skyrocketed from the last year’s level. Thus, the study by Kantar found out consumers perceive TikTok ads as more inspiring, enjoyable, and trendsetting, compared to other platforms. Snapchat, at the same time, reports that its ads get more reactions that TV adverts. So, what are the reasons for these amazing results?
- First of all, social networks like Snapchat, TikTok, and Pinterest are less crowded with different brands promoting their services;
- The main reason for the high-efficiency TikTok, Snapchat, and Pinterest is unique advertising content that fits the peculiarities of each network. It seems like the creativity standards have elevated to a new level. Social media users are getting tired of unimaginative ads that only interrupt them from the videos or other content they have been watching.
This presents a more challenging task to brands and marketing specialists. To stand out in 2024, brands will have not only to invest in social ads across different platforms but also to create original content that enriches users’ experience on each platform and even mirrors it. The results, however, are very rewarding.
SMM specialists are more confident in ROIs than ever
For years, social media marketing has not been taken seriously. According to Harvard Business Review magazine, while 90% of large or medium businesses have used social media in their marketing strategy, in 2018, almost 50% of marketers could not demonstrate its impact on the business results.
And finally, in 2022, the confidence in the efficiency of SMM has reached its peak. Hootsuite reports that 83% of marketers are certain of quantifying the social media ROI. This trend is especially evident for large businesses. Moreover, the most successful businesses have decided to use the power of social networks beyond the marketing department, mainly for enhancing employee experiences, brand protection, and risk elimination.
The key to such confidence in the power of social networks lies in the changing approach toward SMM. Businesses that profited most from social media not as a tool for direct sales but as a part of a larger marketing strategy. Here are the top-top 3vers of the ROI confidence in business:
- Social media strategy is integrated with other marketing tools and strategies
- Social networks provide high-value customer insights;
- Combination of paid and organic social media efforts.
So, it is important to take a holistic approach when it comes to marketing efforts on social media.
Younger audiences primarily use social networks for brand research
2022 is going to become a year of commerce on social media. A few years ago, it was a new hot invention that everybody was eager to try out. After the global pandemic, however, it is certain that shopping on social media is here to stay. According to Hootsuite digital trends report 2021, social commerce is worth over $500 billion.
This trend is important not only for the businesses in the e-commerce sector. All brands can extend the customer experience across different social networks to connect with potential clients and build the brand’s public image. According to Hootsuite’s Etienne Merineau: “Social is a brand’s voice… and the backbone of a new customer experience”.
Social platforms play a key role for young audiences. Hootsuite found out that 53.2% of people aged between 16 and 24 prefer to use social platforms when researching a brand.
Businesses in any niche, be it iGaming or e-commerce, can use social networks for raising brand awareness and creating unique and engaging customer experiences.
Demand for customer care on social media reached all-time-high
The shift of all services to the online sphere and staff shortages, spurred by the global Covid pandemic, are going to create a real customer service crisis in the upcoming years. While demand for high-quality customer care only grows, many companies find themselves unable to provide the expected level of service.
Surprisingly, social media marketers can come to the rescue in this situation. In 2022, messengers and other digital platforms become one of the main platforms for customer service. According to the Facebook x Nielsen survey, 64% of respondents prefer to message a business instead of calling, and 60% are open to getting messages from brands.
Besides, integrating customer services into the social platforms has many benefits, such as:
- Meeting client’s expectations;
- Increasing customer acquisition and driving new purchases;
- Enhancing brand awareness.
So, when customer services and social media marketing go hand-in-hand, it is a win-win situation for both a brand and a client. Some companies are already paying attention to social customer care, as 65.8% of brands surveyed by Hootsuite are either investing in this area or plan to do so in 2022.
Main takeaways
The value of social networks cannot be underestimated. Although following the latest social media trends will not guarantee you 100% success, it is bound to improve your results if applied in the right way. To sum up, we have listed some tips for brands that want to improve their SMM strategy:
- Reach out to creators to connect with new audiences in small communities;
- Do not overlook TikTok, Pinterest, and Snapchat as effective platforms for advertising;
- Create social ads that reflect the unique experience of each social network;
- Take a holistic approach to the social media marketing strategy
- Extend the customer experience across the social networks;
- Invest in customer care on social media.
Read more: Top CPA networks
