It is April 2022. The business world may be returning to a certain degree of normality, after two years of ups and downs. But when it comes to digital marketing, it is very unlikely we will see budgets similar to the ones prior to the global pandemic anytime soon.
Tight budgets call for creativity from social media marketers, with an emphasis on prioritising the platforms that bring the best value for money.
So, off I went to ask entrepreneurs and digital professionals: Which social media app will you be using the most, for business, in 2022?
The usual suspects, Instagram and Facebook, popped up as often as we would expect. However, the Meta-owned platforms are far from being the only places businesses are be spending time and money to engage with their audiences this year. Tik Tok, YouTube and even Pinterest are amongst the top platforms expected to be the go-to places for businesses promoting their products, services, and core values in 2022.
Here is a selection of businesses already prioritizing one social media platform, over another, to maximize their cash and efforts.
Tik Tok to share bite-sized information
“As an owner of a social media marketing agency, social media is a huge part of our daily strategy, not only for us as a business, but for all of our clients. In 2022, Instagram, along with TikTok, will both continue to be our biggest focus for our clients. TikTok, in particular, has been very successful for our clients to share their knowledge and expertise in their prospective industries. We’re finding that audiences prefer to see fun, useful, bite-sized information through video clips that they can save, share and engage with.”
Cassie Galasetti – co-founder at Social Sidekick
Instagram remains a dominant platform within the wellness segment
“We are a social media marketing agency focusing on wellness eCommerce brands. Instagram continues to be a dominant platform for the businesses we work with, but TikTok is inching its way up as a competing platform in 2022. We are getting more and more requests for TikTok management and, therefore, we know it is a platform most brands within our space want to have a presence on in 2022.”
Sandra Young – Founder at Social Style Marketing
YouTube Shorts to skip ad costs
“As an online luxury lifestyle & travel brand, this year we will heavily be focusing on TikTok, Instagram reels, and YouTube shorts. These have proven to drive the most traffic to our brand allowing us to increase our reach without paying for ads.”
Jessica Hanna – CEO at World Chic
Pinterest for its search engine power
“You can continue to receive traffic well after your initial post (or Pin as Pinterest calls it) goes live.
Many other platforms primarily drive traffic 24-48 hours after a post goes live. Then, traffic eventually tapers off. But with Pinterest, we drove hundreds of thousands of pageviews in 2021 from old Pins. And will continue to do so in 2022.”
Becky Brook – Digital Marketing Manager at online publisher The Close
YouTube to showcase work culture
“We have had huge success with launching a weekly agency vlog, last year, to showcase our people, our work, and our culture, all through very casual and real videos on YouTube. We have found that the vlog pops up in conversation with clients, new leads and within the industry – we are now known for it. Not only has the vlog benefitted our sales pipeline, but we have become a workplace that many aspire to work in. While LinkedIn is another social media app that has helped market our business, YouTube has really helped our employer brand.”
James Hayward-Browne – Marketing Manager at Rise at Seven
Targeting where my customers are
“It’s not so much a question of which platform is best, but where your target customer spends time so you can reach them there. We are using Instagram mainly in 2022 and Facebook as our target customer uses these two platforms – Instagram mainly over Facebook.”
Nadin Thomson – Digital Marketing and Web Design at Business Image.