The 5 Best to Watch

Constantly evolving field, social networks are now consumed daily by 58% of the world’s population. Indeed, the pandemic and repeated lockdowns have dramatically increased the use of social networks, changing the interactions between brands and consumers.

You are probably already thinking about your future 2022 social media strategy and that’s good!

Today, the opinion of the consumer is an essential criterion to take into account in your strategy if you want it to work. In 2022, we will have to anticipate their requests and needs as well as possible with personalized content, ever more responsive service and a neat experience!

In their free downloadable e-book, Talkwalker and Hubspot unveil the social media trends to watch for 2022. In this article, we’ve chosen to dig deeper into some of them by giving you our tips and advice.

But before we go through this together, here is the infographic produced by Talkwalker and Hubspot on TOPS social media trends to follow in 2022 :

The 5 Best to Watch
Infographic on social media trends 2022 by Talkwalker and Hubspot – Source

1) TikTok, the essential social network to boost its communication in 2022

Widely propelled thanks to successive confinements, TikTok is (not surprisingly) the most downloaded application in the world ahead of Facebook and Instagram. With more than a billion active users worldwide, it attracts brands wishing to reach a young B2C audience with 75% of users in France aged between 13 and 24 years old.

As a reminder, Tiktok asserts its difference from other social networks thanks to an original format: the sharing of short videos (15 seconds maximum) where the sound is as important as the images.

What we think of the 2022 TikTok social media trend:

Fun, playful and creative, the social network allows you to (re) energize your brand image and stand out with original and funny content. Thanks to its personalized algorithm, TikTok can allow your brand to gain visibility among qualified audiences.

Be careful, all the same, to respect the codes of the network under penalty of making a total flop!

What developments for 2022?

The application is developing new e-commerce features to promote purchasing on its platform (currently available in the US, UK and Canada). Accessible to merchants registered on Shopify and TikTok for Business, the platform allows brands to sell their products through an online store on their profile, as Facebook and Instagram already allow.

2) The emergence of new content formats in the post-pandemic context

During the pandemic, consumers made heavy use of the Internet for care and information. We count today half a billion people using social networks on a daily basis, an increase of 14% in one year (source: Talkwalker). The other side of the coin when you stay at home for weeks …

We could then see that brands were doing their utmost to entertain their customers through increasingly spontaneous content. Today, consumers are fond of personalized, authentic and emotional content such as audio (podcast) and short, dynamic videos.

What we think of the 2022 social media trend on new post-covid formats:

We wish to come back to the evolution of podcasts since for us it is THE format on which to rely in 2022. In fact, they make it possible to capture the listener’s attention more and to avoid the “zapping” aspect that can be found on other networks social. It is the ideal format to “make profitable” the time which punctuates the day, to disconnect and escape as music does. On the brand side, it allows you to vary your speaking skills and breathe new life into your community by touching other people. It must also be said that this is not the most expensive format to set up, it just takes an investment of time 😉

So, to stand out from your competitors, you will have understood it, it will be necessary to further personalize your content according to the characteristics specific to your target (which means knowing it perfectly), exploiting new forms of content and transcribing the values ​​of your brand as best as possible.

3) The importance of influencer marketing

Influencer marketing has taken on enormous importance in shaping digital marketing strategies for a few years now, and it will be even more so in the years to come.

With the rise of the social network TikTok, influencer communities have grown and give them an even more important place in the world of digital marketing.

According to the Talkwalker and Hubspot study, nearly half of consumers condition their purchase based on recommendations from influencers. It is therefore a lever that should not be neglected, especially when we know that it often allows results to be obtained more quickly.

What we think of the 2022 social media trend in influencer marketing :

Influencer marketing is a major lever in the development of your digital strategy. To be successful, it is necessary to make the most of the opportunities of influencing marketing for your brand. To do this, before launching your campaign, make sure you define your objectives and the influencer profile to contact. For example, a macro-influencer will respond more easily to a visibility objective while a micro-influencer will more easily tend to engage and create affection with the brand.

4) Developing brand inclusiveness

Beyond the marketing discourse, consumers are increasingly interested in the environmental approaches of brands. A trend that has been accentuated with the pandemic. Consumers today have more expectations from the brands they follow and buy. Brand speeches are no longer enough, they wait for real proof to be able to join and have confidence in the brand.

Talkwalker and Hubspot share in their study, an example of a campaign created by LEGO that promotes love and acceptance from all. The company has gone even further by partnering with several organizations to support its employees who identify as LGBT. A great commitment that it is important to underline!

What we think of the 2022 social media trend on brand inclusiveness:

To succeed in 2022, you will need to think outside the box and not just focus on promoting your products and services. To do this, you can tackle subjects in which your brand invests, such as health, justice or the environment. It will be equally essential to play transparency with your customers on all the actions that your brand will take.

5) The power of communities

Having a large community is good, but if it is not engaged, it cannot be of any interest!

With the different periods of confinement, social distancing and the need to communicate in another way has allowed the emergence of online discussion groups dealing with deep topics. Consumers are no longer passive as we have known previously, they get more involved, like participating in collective debate and asserting their opinion. By coming together around discussion groups, they deploy their power and today have a weight in change.

What we think of the 2022 social media trend on the power of communities:

In 2022, your brand’s online presence and your commitments must be as transparent as possible to your community. By having a strong sense of belonging, she will become more engaged and your members will be the best ambassadors of your brand. Small alert on the engaging subjects that you attach to the name of your brand, a bad buzz would be unwelcome this year!


To conclude, we will see in 2022, consumers’ grip on communication strategies. They now have expectations and have strong power over the actions established by brands. Keep your eyes wide open for its trends if you want to explode next year;). To discover other social media trends in 2022, download the full report written by Talkwalker and Hubspot!

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