SparkShoppe’s 2022 Social Media Wrapped

January 5, 2023

We did it! Another year is in the books and we’re here to reflect upon some of the biggest social media marketing trends of 2022. Let’s take a look at some of the top strategies that social media marketing managers and brands used to achieve their goals.


TikTok’s Impact on Influencer Marketing

Influencer marketing played a crucial role in social media marketing plans over the course of 2022. Influencers of all tiers saw an engagement rate of between 12.43% and 13.70% on TikTok. The next closest platform was Instagram, with a top engagement rate of 4.84% for influencers with 1,000 to 5,000 followers. Because of this discrepancy, we saw many brands like Aerie and Red Bull partner with TikTok creators and influencers. These partnerships included paid ads, product unboxings, and reviews. Some creators and influencers developed user-generated content by using brand hashtags, product placement, and unpaid reviews.

Reaching New Audiences

In a survey put out at the end of 2021 by HubSpot, 39% of respondents said that increasing their brand awareness and reaching a new audience would be one of their primary marketing goals for 2022. And that they did. Brands like Duolingo and the NBA dominated the TikTok scene by posting engaging content and interacting with their followers. Some brands also chose to tackle the new social media platform, BeReal, that took the nation by storm this year.

 

Emergence of BeReal

BeReal, the app that encourages its users to live in the moment by posting what they are doing at a randomly generated time of the day, surged during the year. An estimated 64.1% of Gen Z used BeReal monthly in 2022, a number that is expected to rise to nearly 70% during 2023. The app posed a challenge for social media marketers since it’s ad free and limited to two photos (one with the front camera and one with the back camera taken simultaneously) that are posted at a randomly selected time each day. Brands like Chipotle chose to use BeReal to share exclusive promo codes and e.l.f. Cosmetics used the app to showcase their products in a fun and entertaining manner.

How to Stay Ahead in 2023

The HeyOrca Social Media Manager Role Predictions for 2023 Survey revealed that almost 80% of respondents struggled to keep up with algorithms and new features. While it is nearly impossible to completely appease the algorithm with every video that you post, here are a few tips to get your posts to the top of your target market’s timeline:


  1. Keep it short and simple. It may sound cliché, but TikTok and Reels are intended for short-form videos so keep it that way! For TikTok, a duration of 9-15 seconds is optimal, and 3-15 seconds for Instagram Reels. Videos of this length are more likely to appeal to users and may have a higher retention rate.
  2. Stay on top of trends. With so many other tasks to complete, it can be difficult to find spots to pencil in time to scroll through Reels and/or TikTok in search of trending audios, filters, or hashtags, but fear not! HeyOrca can help cut down on this time with its trending audio page! The staff updates this page weekly with some of the most popular sounds for both TikTok and Instagram Reels.
  3. Consistency is key. Yet another cliché, but it’s true! To build a follower base for your brand, posting at least once a week will allow your brand to be found by different users and will keep your current followers entertained. Scheduling content weeks in advance can help make this task more manageable.

 

Here’s to 2023!

Looking to improve your company’s social media presence in 2023? Contact the SparkShoppe team today for a free consultation! 

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