Marketing / 16th Nov, 2021

6 Social Media Marketing Trends & Predictions for 2022

As we enter the denouement of another Covid-impacted year filled with mounting hope for a new normal, we’ve still got some way to go before the economic impacts of the pandemic are truly understood.

What many individuals, businesses and marketers can decipher, however, is the profound implications Covid-19 had on our ever-evolving digital world. How? Pandemic-induced lockdowns changed online behaviours and sparked all new trends – like social audio, the accelerating competitiveness of eCommerce and the evolving metaverse for digital connection. There’s also the migration to hybrid work models, resulting in many of us adjusting to an increase in screen time. All of these elements will play a part in what’s coming next in the social media space.

If you’re anything like us, you’re already considering your social media strategy for the year ahead. Check out our 6 social media trends to watch out for in 2022 and their likelihood of affecting how your potential customers are engaged!

#1 SHOPPING Social media emerges as a shopping platform.

In 2020, Instagram launched the Shopping tab as a way for its users to explore new products. Facebook pushes retailers to use its built-in storefront and has simplified the process for uploading products. Pinterest uses buyable pins to promote items for sale.

Faith in numbers: Over 90% of social media users access their favourite platforms using a mobile device and 54% use social media to research products.

Coming up: Live shopping could be a key commerce trend we’re expecting to see an increase in 2022 as Instagram and Facebook have their own live streaming features catering to both shoppers and retailers, allowing brands to link directly to the products they’re talking about.

Data Source: Global Social Media Statistics

#2 SHORT-FORM VIDEO CONTENT Reels, TikTok, and the proliferation of short-form video content.

Remember when Trump attempted to ban TikTok back in 2020? So do we. TikTok has taken the last few years by storm with its short-form videos. Unlike its predecessor Vine (for those of you that remember Vine as a stand-alone platform, not a strangely named video compilation on YouTube) TikTok was downloaded 315 million times across the globe in its first 3 months. However, the platform shows no signs of slowing as studies show 82% of online content will consist of videos by 2022. To keep up with this trend Instagram also launched its answer to TikTok in the form of Reels. If you can’t beat them, take a slice of that digital pie.

Data Source: Global – 2022 Forecasts

#3 SAY IT IN LESS THAN 10 SECONDS Shorter attention spans = RIP the 30-second video ad = Make more bite-sized content.

While people are spending more time on social media, they’re spending less time engaging with individual posts. The average attention span today is 8 seconds, if you’re reading this you have successfully beaten the trend! But seriously, social media sites are adjusting to the new 8-second rule by increasingly offering bite-size content options such as short-form videos and ephemeral (disappearing) content.


Searches for “social media ar” are up 81% over the last 5 years. The Augmented Reality (AR) market may still be in its infancy, but by 2023 the AR market is set to generate $70-$75 billion in annual revenue. Take heed as Instagram has already dipped its toes in the AR game by allowing users to create their own filters.

Data Source: VXChnge – AR Forecast


Businesses are increasingly adding user-generated content (UGC) to their social media marketing strategies. Brands that incorporate UGC have a 20% increase in return visitors and a 90% increase in the time that consumers spend on their websites, UGC images are also 81% more likely to convert. 

#6 FACEBOOK (META) REMAINS ON TOP For now. (Insert Mean Girls October 4th meme)

It came as no surprise that the recent outage across Facebook, Whatsapp and Instagram proved a need for greater decentralisation. Despite this, Facebook remains firmly on top of the social media hierarchy with over 2.9 billion active users. With a fresh name, Meta now plans to continue digital domination as it evolves into VR. But what does this mean for retailers, shoppers and marketing businesses like ours? Well, many can predict, but the answer firmly remains, to be seen. What we do know is that Facebook has no plans to slow its push into eCommerce with the introduction of Facebook & Instagram Shops, providing a seamless way for retailers to connect with their audiences.

One thing we are certain of at Make Agency is that change is the only constant. In an ever-evolving digital space, we are relentless in helping brands bend and adapt to emerging ways of inspiring and reaching new audiences, the sky really is the limit! 

Looking for some support from one of our performance marketing experts? Contact us or use our live chat (bottom right) to engage with the team!