In this presentation, Arik Hanson shares 9 social media trends that will impact the business world in 2022.

2. Social Media Trends
for 2022

4. #1: More companies explore
alternatives to Facebook

5. This ALL happened in 2021
• Whistleblower and former data scientist at Facebook, Frances Haugen
testifies before Congress that the company prioritized growth and profits over
combating hate speech, misinformation and other threats to the public
• Facebook outright lied to us about their user numbers among younger people
• Facebook was down for six hours on Oct. 4
• Leaked documents demonstrated how Instagram is bad for kids-and
Facebook leadership knew it
• More than 1,000 companies boycotted Facebook in July

8. 1 - Are you over-indexed in
Facebook advertising vs. other
platforms?
2 – How many channels are you
actively involved on? Is your team
stretched too thin to manage them
all?
3 - What does your social media
marketing plan look like if
Facebook isn’t an option?
Questions to ask
yourself right now:

9. Audiences & Alternatives
You can reach different demographics
who historically have been Facebook
power users on other platforms in 2022.

10. Alternative platform: Reddit
Stat: 36% of all Americans 18-29
years old have used Reddit.
Rationale: Ad options are evolving
and proliferating on the platform.
And it’s clearly a place more young
men are spending time.
Audience:
* Young men 18-24
* 14% of all Facebook users

11. Alternative: TikTok
Stat: 42% of all TikTok users are
ages 30-49. And 59% of all users
on TikTok are women.
Rationale: TikTok’s annual users
have grown from 65M in 2017 to
one billion in 2021! Not to mention
the ad and shopping options that
are quickly evolving on Tiktok–it’s
turning into an ideal tool to reach
middle-aged moms.
Audience:
* Middle-aged Moms 35-44
* 10% of all Facebook users

12. Platform: Pinterest
Stat: 30% of Pinterest’s audience is
young women ages 25-34.
Rationale: Unlike Facebook, which
increasingly has become a very
negative place, these users are far
more happy. 8 in 10 Pinterest
users say the platform makes them
feel positive.
Audience:
* Younger women ages 25-34
* 13% of all Facebook users

13. #2: The Metaverse isn’t the
immediate ”What’s Next”—
it’s audio

18. Social listening is evolving,
too
• In August, Clubhouse announced that it averages 700,000 “rooms” per day.
• Twitter, Facebook added audio options in 2021
• LinkedIn even testing audio formats

19. Brand opportunities abound…

22. • Enhance executive visibility with
a “fireside chat” on Clubhouse
• Repurpose your corporate
podcast on Twitter Spaces
• Give followers the option to listen
to your blog posts vs. only
reading them
• Bottom line: What does your
brand SOUND like? Goal for
2022.
What about your
brand?

23. #3: Execs need to get a lot
more real on LinkedIn

24. 2020-21: The Year
Execs got serious
about LinkedIn

25. However…

26. • Laysha Ward, executive VP &
chief external engagement
officer, 324,171 followers
• Brian Cornell, CEO
Not on LinkedIn
• Michael Fiddelke, CFO
1,300 followers
• Katie Boylan, CCO
973 followers
When you’re the
spokesperson for a
Fortune 50 company

27. Ed Bastian, CEO, Delta Airlines
Topics Ed has addressed on
LinkedIn:
• Taking his daughter to college
• News of Senator Johnny
Isakson’s passing
• His two dogs, Peaches and
Oliver
Employees, customers
want HUMAN

28. In just the last few months,
Blakely has posted:
• About being a Mom, complete
with a pic of her in her jammies
with zero makeup and
disshelved hair
• A pic of her team on a
mountain, skiing, in their Spanx!
THE example—
Spanx’s Sara Blakely

29. Executive authenticity,
at its best

30. #4: De-prioritizing
engagement as a KPI

31. In 2009…
• Twitter chats ruled
• Blog comments were key
• Engagements were everything

32. Fast forward to 2022
• Social e–commerce is surging strong
• Social ads reign supreme
• Brands aren’t even engaging with customers

33. #1: Behaviors have shifted

34. • Audits find engagements usually
equate to likes
• Passive engagement
• Separate out engagements by
likes, comments and shares?
Content scoring?
#2: Engagements usually =
likes

35. • Are we prioritizing engagement?
• Or are we just chasing the numbers?
• Need to get truly squared away on
talking to our customers again
#3: Brands aren’t even
engaging back!

36. #5: Expectations around
corporate blogging change

37. Corporate blogging at all-time high

38. #1: Most people want to stay on the
social network they’re on
#2: Platforms are either prohibiting
links or discouraging them
#3: We’ve become lazy with our
teasers
Why do we need to reframe
our thinking?

39. How should we reframe our thinking?

40. • Corporate blogs = organic search.
• #1 traffic driver to your corporate
blog.
• Conduct your keyword research and
planning toward this goal.
#1: Corporate blogs should
be all about SEO

41. • Don’t try to drive traffic. Use the
content from your blog right in the
social post.
• Audience wants to stay on the
platform—they don’t want to click
thru!
• More efficient use of resources--get
3-5 social posts out of every blog
post!
#2: Use content from
corporate blogs right in
social posts

42. • Pitch blog posts as bylined articles
• Pitch SMEs as guests on industry
podcasts on the topic he/she wrote
about
• Think about using alternative
platforms—like Clubhouse.
#3: Use blog posts as
media relations
fodder

43. #6: Original content >
“The share” on LinkedIn

44. The Share = The Holy Grail

45. 2015:
• Companies asking employees to
share corporate posts
• Easy for employees to do
• Extends reach of corporate content
2022:
• Shares no longer garnering as much
engagement
• Original content much more powerful
But, for employees,
leaders, not so much

46. Last 10 shares on LinkedIn:
• Averaged 379 engagements per
post.
Last 10 organic posts on LinkedIn:
• Averaged 1,258 engagements per
post
• 300+% increase
Geoff Martha,
Medtronic CEO

47. Last 10 shares on LinkedIn:
• 38 engagements per post
Last 10 organic posts:
• 149 engagements per post
• 392% increase!
Shelly Ibach
Sleep Number CEO

48. Last 10 LinkedIn shared posts:
• Averaged 5,042 engagements
Last 10 organic posts:
• Averaged 10,755 engagements
• 100% increase
Satya Nadella
Microsoft CEO

49. #7: A resurgent Twitter will
be a brand-builder, not a
traffic-driver

50. Question in 2020: Should we give up on Twitter?
In some cases, the answer is definitely “yes.”

51. • As a traffic-driver—is this working?
Have you looked at your Google
Analytics lately?
• As a sales tool—think about how
most people use Twitter.
• As a sign-up mechanism—do people
really go on Twitter to sign up for
your webinar? (that’s a rhetorical
question)
Consider how most
brands use Twitter

52. 1 big reason for brands to use Twitter in 2022

53. Stoke brand love like IBM

54. Inspire pride among your super
fans like John Deere

55. Play to your power users like
Microsoft

56. #8: Social selling (finally)
becomes real—and it’s
streaming

57. Social commerce is already here
• 35.9% of internet users in the US made at least one social
commerce purchase in 2021. - Insider Intelligence
• 8 in 10 ten US businesses anticipate selling on social
media within the next three years. – Statista
• 70% of internet users in the US who regularly watched
live streams led by influencers said they were likely to buy
products recommended by the influencers. - Insider
Intelligence

58. And it’s going to get a lot bigger

59. It’s also streamed live

60. • Companies report conversion rates approaching
30 percent with live commerce—up to ten times
higher than conventional e-commerce.
• Companies are seeing their share of younger
audiences increase by up to 20 percent via live
commerce.
Live commerce = very lucrative

61. Meanwhile, in
China…

62. Leading the way in the U.S… • Tested 15 shoppable livestream events across five
platforms
• Launched Walmart.com/live
• Worked with more than 20 creators and hosts
• First retailer to pilot shoppable livestream events on
major social platforms, including TikTok, YouTube
and now Twitter

63. But Walmart
certainly isn’t
alone
• Pac-Sun
• Bloomingdale’s
• L’Oreal
• Bobbi Brown
• Nordstrom
• Petco

64. #9: Getting back to community

65. Survey says!
• 64% of marketers plan to invest in social media communities in 2022.
• More than half of respondents (51%) plan to build more social media
communities in 2022.

66. Why?
• #1: Cultivate referrals and recos
• #2: Retain customers > acquire customers
• #3: Innovation & Insights

67. Peleton

69. Fitbit

71. Glossier

73. How?
• #1: Prioritize community
• #2: Brand has to take a back seat
• #3: Focus on UGC

74. 9 Social Media Trends for 2022
1 – More companies explore alternatives to Facebook
2 – The Metaverse isn’t the immediate “What’s Next”—it’s audio
3 – Executives need to get more real on LinkedIn
4 – De-prioritizing engagement as a KPI
5 – Expectations around corporate blogging change
6 – Original content > ”The Share” on LinkedIn
7 – A resurgent Twitter will be a brand-builder, not a traffic-
8 – Social selling finally becomes real—and it’s streaming
9– Getting back to community

75. More:
* Blog/E-newsletter: arikhanson.com
* Hanson & Hunt podcast: hansonandhunt.com
* LinkedIn: linkedin/in/arikhanson
* Email: arik@arikhanson.com