COMMUNICATIONS CORNER
Social Media Trends for 2022 New uses for social media are developing HubSpot reports that in 2022 businesses will begin using social media channels to grow customer service relationships rather than using them solely for product advertisement. Riley Watson
BIA Manager of Marketing & Communications
This is because customers are beginning to reach out to businesses on social media to obtain quicker responses rather than sending an email or contacting a customer support line. More businesses are using their social media managers to monitor their accounts in order to respond to customers in a timelier manner. Influencer Marketing Hub estimates that 60% of all customer service requests will be sorted out by means of digital channels by 2023. Consider opening up your social media channels for customer service to achieve greater customer satisfaction and interaction.
Video content continues to dominate Video content remains one of the most engaging forms of content on social media channels. According to a Cisco study, in 2022, 82% of all online content will be video content. In order to stay relevant to your customer base, it is imperative to begin utilizing video content. Don’t be fooled though, video content does NOT mean long videos. Utilizing tools like Instagram or Facebook Stories and TikTok will reap the most benefit. People in our day and age
22 BUILDING INSIDER QUARTER 2 • 2022
have been conditioned to have shorter attention spans so videos that are 60 seconds or less are the way to go.
Paid advertising is a necessity Social media content management tool, Hootsuite, reported in a 2022 Social Media Trends survey that more than 40% of respondents indicated that the decline in organic reach and the need to spend more on paid advertising were their biggest challenges. Many business profiles on social media rely solely on their followers to engage with their posts. That seems like the right thing to do but, in order to obtain more engagement, consider utilizing paid advertisements so your business can reach a wider audience, and in turn, spread the word about the products or services you offer.
Augmented Reality is becoming mainstream Augmented Reality (AR) filters enhance our reality by adding digital elements and changing the way things look. This is now being used on several major platforms including Snapchat, Instagram and TikTok. An example of AR are the filters that add sunglasses or bunny ears to your selfie photos. Your company may not have a need for adding sunglasses or bunny ears to photos, but there many ways AR can be used to increase engagement and offer customers better shopping experiences. For example, some brands use AR so their customers can try out products before purchasing. In fact, according to The Drum, AR can boost clickthrough rates by as much as 33%.
