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Social Media Trends in 2022

Updated: Feb 21

by Keaton Arendse


Social media is an ever-changing landscape. We have long ascended from only using it to connect with family, friends, and strangers on the internet. As everyone is making a steady return to work and the last of the scheduled posts created in 2021 are being posted, let’s look at the social media trends that might come from 2022.






Big social networks will remain big as they tap into usage trends from other platforms. Tiktok has experienced immense growth in the last two years and will continue to do so in 2022. This is because our attention spans become shorter and therefore increasing the need for short-form content.



Consumers want shorter videos, and the social platforms are listening. Instagram is tapping into this trend by shifting its focus from IGTV, which is supposed to rival YouTube to short-form content in the form of reels. YouTube’s answer to this phenomenon is YouTube Shorts but tailored to the platform by allowing users to use the vast sounds available on YouTube without having to download any clips.

The algorithms have noticed the consumer’s hunger for short-form content, this means even long videos are shorter now. YouTube creators are posting videos between 10 and 20 minutes with users normally checking out at about 8 minutes into the ~10-minute videos and about 15 minutes into the ~20-minute videos


Creators who cross-pollinate their content over multiple platforms have to shorten YouTube videos to about 5 minutes on Facebook for the algorithm to suggest it to their followers. Cross-pollination also happens between shorter-form platforms with entities saving money on content creation by reposting their Tiktoks on YouTube shorts and Instagram Reels or even reposting other creators’ videos on their pages.


Visual content is available on almost every platform so the emergence of Clubhouse’s live audio content seemed like an opportunity to tap into a new form of content. Bigger platforms such as Facebook and Twitter saw this and started offering live audio streaming, with Twitter completely abandoning their attempt at rivalling Instagram and Facebook Stories, and replacing it with their answer to live audio, Spaces.





Content creators use Spaces to communicate with their following and it’s even been part of South African pop culture. 4K Twitter users tuned into a satirical funeral for former South African president F.J. de Klerk, marking the death of the last Apartheid president. We can expect a lot more high-quality audio content from high-profile and professional live audio creators.

Social media platforms are either going to offer an opportunity to cross-pollinate in 2022 for creators that can’t afford to produce different types of content or offer you something that you can’t get anywhere else.



There’s also a shift to community-based platforms such as discord and streaming outside of the gaming industry. Influencers and creators are resorting to live streams and discord to engage with their following. Most social media platforms have a function for doing live videos with a place for discourse such as the chat functions on YouTube and Instagram live, with Facebook utilizing the comment section to achieve the same interaction.


Adele had massive success with her viral Instagram live that garnered 100s of millions of views. This is evident in the high demand and low supply of organic content. Users don’t want cold press releases or polished posts and ads. Organic ads are also going to grow in 2022 as users are becoming less interested in paid ads. Influencers are also going to focus on lifestyle posts, integrating sponsorships that seamlessly fit in with their content as organic marketing is proved to be more successful in 2021.


Staying in the vein of organic marketing and content, business and content creators are going to skew towards posting video memes or even just perpetuating a meme that resonates with their brand. New memes are being created every day as pop culture events transpire and old ones are being revisited. This means there will never be a shortage of new meme content to feed the insatiable appetite there.



When it comes to marketing, the consumers are leading the conversation with the demand for integration between social media and different departments within a business. Customers and clients rely on social media to research brands and have found an expressway that’s both convenient and functional in communicating customer care issues. Using social media is easier for both the consumer and the customer care agents. Calls can be long and arduous with long holding times and sometimes customers make similar inquires which wastes time.



The customer care experience will become more efficient with social marketers consolidating these inquiries in FAQ’s and cutting back on response time. Social media and digital marketers have all the tools to access the behaviour of the clientele and to gage their social platform preferences. Business is realizing that there’s a return on their investment in social media and thus they’ll be spending more on it to perpetuate the success they’ve had in marketing into other departments.


The customer care experience will become more efficient with social marketers consolidating these inquiries in FAQ’s and cutting back on response time. Social media and digital marketers have all the tools to access the behaviour of the clientele and to gage their social platform preferences. Businesses are realizing that there’s a return on their investment in social media and thus they’ll be spending more on it to perpetuate the success they’ve had in marketing into other departments.

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