Social Trends 2022
The Brand Strategy Trend
The Social Advertising Trend
The ROI Trend
The Social Commerce Trend
The Customer Care Trend
   TREND 4   
 The Social Commerce Trend  

heart of the post-pandemic

Social becomes the

heart of the post-

pandemic shopping

experience

experience

While the brick-and-mortar storefront lives on, it’s clear social commerce isn’t going anywhere. In 2022, small businesses will extend the customer experience across social storefronts while large enterprises will test the limits of the online shopping experience.

Before the pandemic, social commerce was a flashy new opportunity being tested out by some of the biggest, most innovative retail companies. Then, well, you know. As millions of people in lockdown around the world began shopping online for purchases big and small, frivolous and essential—social commerce quickly became a way of life.

Small businesses relied on social storefronts to continue serving their IRL clientele and create vital new revenue streams. Larger companies were forced to reimagine how consumers interact with their brands—and create bold, exclusive, social-first customer experiences that drive online sales.

"Social used to be just a satellite of the business, an extension of the brand’s voice,” according to Étienne Mérineau, cofounder of conversational AI platform Heyday (which was recently acquired by Hootsuite). “Now it is the brand’s voice. It is its core platform to engage with, sell to, and service customers.”

Social is the interface of commerce and the backbone of the new customer experience.”

Étienne Mérineau

Senior Director of Marketing and Cofounder, Heyday

In 2022, social commerce

will be an opportunity no

business can afford to miss.

Nearly two years later, the rise of social commerce has shown no signs of slowing down. Shoppers on social media aren’t just scrolling feeds and clicking “buy now” buttons on sponsored ads for consumer packaged goods. They’re using social media for every stage of the purchase journey, across almost every product category.

Social networks are now the second most important channel for online brand research after search engines, according to Hootsuite and We Are Social’s Digital 2021 report. What's more, if we look at people aged 16 to 24, social networks actually rank even higher than search engines like Google when it comes to brand research.

In 2022, small businesses will work to extend the experience customers have with their brands across social storefronts and real-life, while global enterprises go big testing the limits of the online shopping experience. 

Younger generations now turn to social networks to research brands more than search engines.

Percentage of global internet users aged 16-24 who use each channel as a primary source of information when researching brands.

Source: Hootsuite and We Are Social, Digital 2021 report

The trend in action

Spurred on by early-pandemic closures, Toronto-based brow and lash shop Rebel + Beauty embraced social commerce as a survival strategy. And the revenue stream they created is powering growth long beyond lockdowns.

Owner Olga Onulov started by turning her brand’s Instagram page into a virtual storefront, and then began posting makeup tutorials (“quaranTIPS”). “We were really stuck,” she says. “I had to find a really quick way to keep up with my regulars and let them know that I was still there for them.”

The live makeup sessions Onulov hosted on Instagram quickly proved popular. IRL clients flocked to Rebel + Beauty’s storefront on social—and so did beauty enthusiasts who discovered Rebel + Beauty online. Onulov then launched a Shopify storefront complete with a brand-new product line, to keep up with surging demand.

"I can’t imagine going 100% back to just having the shop."

Olga Onulov

Owner & Founder, Rebel + Beauty

Rebel + Beauty’s pivot to social commerce paid off (and then some). “Making the move was a challenge, but now that we have everything in place [on Instagram] I can’t imagine going 100% back to just having the shop,” Onulov explains. “It’s really helped me grow the brand in ways I never would have anticipated.”

Now make them wonder how YOU did it

Now make them

wonder how YOU

did it

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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