Succeed with your social media in 2022 - 5 key factors

2022 at last! A new year means a new start, and for many it's time to kick off the year's marketing activities. Being on social media seems like a given, but how do you create a successful presence? At Navigator, we've taken a deep dive into the new year's trends and taken a closer look at the factors you need to be aware of to succeed with your social media in 2022.

Prioritize your social media

We have known for a long time that the world is on social media and, in fact, the number of users last year amounted to over 3.7 billion. Despite the fact that most of us are very well informed about the possibilities and huge audience of these channels, our social media activities often take a back seat to other major communication projects.

In 2022, it's time for you and your business to really prioritize social media. Don't let it become a side project to be handled with the left hand, but let it take a proper place in your business. Dedicate a specific person, or perhaps a whole team, to the task and dig deeper into the different possibilities of the channels.

The best social media presence is a living one, constantly updated and renewed. By having an active and vibrant feed, you strengthen the relationship with your target audience, which in turn leads to increased sales and profitability.

Clean up your channels

Just as many people are cleaning their desks or clearing out the fridge for the new year, now is the time for you to review your social media. In which channels is your company represented and what do the feeds look like? Where are the most followers and where is there the most interaction? Examine the channels and ask yourself: should any channels be added or removed?

Traditionally, Facebook and LinkedIn have been the dominant channels for B2B communication, but that looks set to change in 2022 as other channels such as Twitter and Instagram are predicted to see a major boost this year.

According to a survey conducted by Hubspot, 70% of B2B companies surveyed say they plan to increase their presence on Twitter and 60% say they plan to increase it on Instagram. Only 49% say they plan to increase their presence on Facebook. A clear indication of the direction in which the market is moving.

Create personalized content

We already know that it is important to be personal in marketing and social media is no exception. It's all about creating personalized content that attracts the target audience.

Creating personalized social media posts can be challenging, but at the end of the day, it's all about knowing and understanding your audience. If you know where your audience is, what they like and what their lives are like, it will be easier to create posts that appeal to them. For B2B companies, a personalized post could, for example, showcase a specific employee's working day or behind-the-scenes footage.

When it comes to social media advertising, there is a plethora of different audience settings to choose from. The platforms' advertising systems are constantly evolving and new advanced settings are constantly being added. Keep track of all new updates and take the time to learn them. Understanding your audience and the different advertising options available on the platforms will help you create personalized content that really resonates.

Focus on short moving parts

We've said it before and we'll say it again, when it comes to social media content, video rules. According to a study by Cisco, 82% of all online content will consist of moving content by 2022. So if you haven't yet jumped on the video trend, now is the time to do it.

In the past, we have seen a dominance of longer videos such as vlogs, guides or how-to videos but even that is changing. Tiktok, along with Instagram's Reels video feature, has made users accustomed to short, quick clips. Often referred to in the industry as 'snackable content', it consists of concise, easily digestible content that can be easily consumed and shared without much effort. For B2B companies, this could be a quick video giving a tour of the office, or a short music video where selected employees offer a Friday dance.

Use influencers

Influencer marketing has been around for a while and is definitely a trend that is here to stay. During the pandemic, when many people were alone at home with only their mobile phones for company, trust in influencers grew. According to a study by Matter Communications, influencers were trusted more than brands during the pandemic.

For businesses, there is much to gain from using influencers. Not only is it a cheaper channel than traditional advertising, it often fulfills more goals than just generating leads or clicks. Influencer marketing, for example, is perfect for building brand and strengthening customer relationships, even for B2B companies. Today, everyone is active on social media and just because you leave the office doesn't mean that your work self is suddenly disconnected. Influencing and staying top-of-mind with key decision-makers is equally important regardless of channel or time of day.

Micro influencers, i.e. smaller accounts with 5,000 - 25,000 followers, are also likely to play an increasingly important role in 2022. Collaborating and building partnerships with smaller, more niche influencers can be a smart move to create high engagement at a low cost.

Want to learn more about social media?

If you want to know more about social media, we have collected our other blog posts on the subject here. You are also welcome to contact us to know more. We have a lot of experience in social media and can help your business grow!