In this post, we look at 3 social media marketing trends 2022 that have been influenced by the COVID -19 pandemic

How COVID changed the face of social media

The story of social media has been one of decline before the Covid-19 Pandemic. We were spending less time on platforms, being more conscious of social media practices, and disclosing less personal information. A Google search for “is social media dead” returns 7.8 million results! The answer is social media is not dead, but how we use it has changed.

The  Covid-19 pandemic, lockdowns, and isolation have dramatically changed the outlook for social media. People flocked to the platforms to find a sense of community and connection amidst the chaos of daily life. This was the only place that had an “open 24 hours” sign for communication and engagement.

According to Sprout Social, Facebook had almost 24/7 engagement during 2020 when the pandemic hit versus the occasional “off times” of previous years.

Social Media Marketing Trend, I24/7 Engagement On Facebook
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Social media has become a place where people can indulge in content, create new relationships, and find authentic sources of news when meeting face to face wasn’t an option.

Arguably, this could have heightened the extent of the Covid-19 misinformation, with 80% of consumers in the US reporting fake news posts about the coronavirus on social media. Despite content validity, social media has emerged as the preferred communication channel.

As life returns to normal, social media usage will likely decrease. Still, there are some shifts in user expectations and preferences that we expect to remain for the foreseeable future, and marketers need to respond by pivoting their social media content and marketing strategy.

This article looks at three social media marketing trends 2022 that are here for good.,

Social Media Marketing Trends No 1: Time Spent On Social Media

Between 2019 and 2021, global social media users grew by 11%, from 3.4 billion to 3.8 billion. In the 12 months before October 2021, the volume of users grew by 400 million (almost 10%), and while that trend is slowing, it remains at nearly 1 million new users per day.


Social Media Marketing Trends 2022 People Will Continue To Use Social Media Platforms More
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One harsh reality of the pandemic was that to be together safely someday, we had to remain separated in the present. For many, this meant that social media had become the sole method to communicate with friends and family thus, people rushed to new (TikTok) and old (Facebook) platforms. TikTok alone had a meteoric rise amongst the Generation Alphas.

Social Media Marketing Trend No 1, Social Media Brand Usage
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Users’ average time spent on social media in 2020 was 65 minutes per day, up from 54 minutes and 56 minutes the previous years.

Before the pandemic, social media may have been a small part of most marketing campaigns. However, as people continue to favour the channels for news and content, they are now a primary strategy for interacting and engaging with prospects and customers.

Social Media Marketing Trends No 2: Increasing Video Consumption

In 2020, media uploads increased by 80% year on year and the time spent watching video increased by 85%. According to Statista, 61% of Gen Z and Millennials are watching more videos on social media as a result of the pandemic.

TikTok experienced rapid growth during the pandemic as people shared content with the authenticity of real-life experiences.

Social Media Marketing Trends 2022  A Rapid Increas In The Use Of Video For Content
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More than ever, consumers are demanding engaging entertaining content from companies on social media. Video content on Instagram gets more engagement than any other type of content, while a Tweet with a video gets ten times more engagement.

Video content, especially live streams, help to build a more intimate relationship with prospects and customers. They add value, education, and empathy that are not constantly present in text and images.

Social networks are supposed to be about sharing everyday experiences. Video communicates more effectively through sight, sound, and emotion than words or pictures alone. That is why people are so drawn to videos on social media.

Social Media Marketing Trends No 3: The Most Popular Types Of Content

Because of the pandemic, a lot of people have turned to social media for some sense of normalcy. As a result, fun, empathetic, and lighthearted content won the day. Over 40% of Gen Z social media users wanted fun content to distract them from the pandemic boredom.

Gen Z wanted to be engaged by both interesting, relatable and fun content. Marketers who can pivot and use humour in campaigns, making the content approachable and human-like, will succeed over brands pushing for sales.

Unsurprisingly, the pandemic has had a particularly negative impact on the restaurant industry, with places throughout the country rushing to restructure themselves to better suit this new digitally-focused market. Businesses have responded creatively, tapping into the new customer demand for humour.

The fast-casual Chipotle chain has a presence on Facebook, Instagram, YouTube, TikTok, and Twitter. The brand recognised customers might be feeling isolated and worked to replicate the happy environment of restaurants into social media, humanizing the brand and building relationships. 

Social Media Marketing Trend 2022, People Want More Humour In Social Media Content
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As a result, Chipotle grew digital sales by 216% in the first quarter of 2020. Free and contactless delivery, as well as loyalty programs and rewards, have all contributed to that.

Marketers should focus on posting more authentic and relevant content in the future, as consumer demand is not likely to decrease.

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Summary For Social Media Marketing Trends 2022

Social media is the number one channel used in marketing, and it is imperative to adapt your business and keep up with the trend if you want to stimulate growth. 

Before the pandemic, many people went to work, exercise classes or other places in order to feel like they were part of a bigger community.

Social media has the potential to help fill in the gaps and satisfy that basic human need for connection. Although people will return to the office and social clubs, new hybrid working models mean they will still seek those communities digitally.

With the thirst for authenticity on social media continuing to be important, marketers have a fantastic opportunity to dive into what makes their brand unique and adapt to the “new normal.”


Social Media Marketing Trend No 1  Increased Time Spent On Social Media Platforms'
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