Social Trends 2022
The Brand Strategy Trend
The Social Advertising Trend
The ROI Trend
The Social Commerce Trend
The Customer Care Trend
   TREND 2   
 The Social Advertising Trend  

Marketers get creative

as consumers wise up

to social ads

Marketers will be spending more on social ads in 2022—but to stand out, they’ll have to work harder to create ads that mirror and enrich the distinct experience each social network offers.

Despite marketing budgets tightening for many organizations, more than half (51.4%) of the 18,100 marketers we surveyed said that they’re planning to increase their paid social spend in 2022. But where—and how—should that money be spent?

This year, marketers have clear plans to invest more on Instagram, Facebook, YouTube, and LinkedIn according to our Social Trends survey. But where it gets interesting is beyond these tried and true channels. The largest increases in spend relative to last year will be going towards TikTok, Pinterest, and Snapchat.

Why are marketers planning to invest more in networks that haven’t typically been the highest priority? Because they’re finding them more effective for reaching business goals than they have in the past. 

Hungry for more data?

You can get the full results of our Social Trends 2022 survey here.

Although Facebook (62%) and Instagram (49%) were ranked as the most effective platforms overall in our survey, the biggest jumps in perceived effectiveness belong to TikTok, Pinterest, and Snapchat—which all went from single to double digits. TikTok in particular, went from 3% last year to 24% this year… an increase of 700%. 

What social platforms do you consider the most

What social platforms do you

consider the most effective for

reaching your business goals?

effective for reaching your business goals?
What social platforms do you consider the most effective
for reaching your business goals?

Source: Hootsuite Social Trends 2022 Survey

Year-over-year change in perceived effectiveness

Year-over-year change in

perceived effectiveness

Source: Hootsuite Social Trends 2022 Survey

In 2022, ad-weary consumers

will challenge marketers

to step up their game.

In 2022, ad-weary

consumers will challenge

marketers to step up their

game.

Not only are these social networks growing at impressive rates (TikTok just hit 1 billion users, NBD) research is showing that consumers may actually be more receptive to advertising on these networks as well.

Why? For starters, these networks aren’t saturated with brands to the same degree as Facebook or Instagram are (...yet). But a more likely reason—and an important takeaway for marketers when it comes to advertising anywhere on social—is the fact that these networks encourage advertisers to make content that fits organically into the platforms. TikTok’s whole brand-facing wing operates on the tagline “Don’t make ads. Make TikToks.” Pinterest’s call to action for advertisers is “Stop interrupting. Start inspiring.” And Snapchat encourages advertisers to “Become a part of Snapchatters’ everyday conversations.”

Simply put, no one wants their experience on any social network interrupted by ads from brands that are as boring as they are self-serving. Brands that advertise successfully on these networks understand that audience mindset is key.

Consumers are holding brands to a higher standard when it comes to creativity—but they’re also rewarding those that get it right. Brands that want to stand out in 2022 will have to work harder to create ads that mirror and enrich the distinct experience offered by each social network.

Now make them wonder how YOU did it

Now make them

wonder how YOU

did it

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The trend in action

Contemporary furniture darling Structube has gone from a single family-run shop in Montreal in the 1970s to boasting over 75 stores across Canada. To inspire more purchases, Structube created a series of Pinterest shopping ads reminiscent of furniture catalogs from the golden age of department stores in which the company was founded.

Knowing that Pinners search for home decor room by room, the marketing team adapted their ads to match Pinner behavior, creating shopping campaigns for keywords like “bedroom ideas” and “living room decor.” The ads showed both room scenes and individual products, so Pinners looking for inspiration could picture exactly how the products would warm up their homes. The campaign boasted 2x higher return on ad spend compared to the industry average in Canada.

Test your knowledge

Houston,

we've got a PDF.

Download the full report here.

Download Now

Houston,

we've got a PDF.

Download the full report here.

Social Trends 2022
The Brand Strategy Trend
The Social Advertising Trend
The ROI Trend
The Social Commerce Trend
The Customer Care Trend