The most important points for social media in 2022:
- The amount of time spent on the platforms has almost doubled in the last two years.
- However, attention has also suffered somewhat as a result.
- The number and quality of followers are not decisive for success: what matters is the ratio of reach to interaction.
- Social media posts can be promoted with relatively little money. But this simply generates reach, not followers or interaction (even though many claim otherwise).
Where we currently stand in the social media landscape of 2022
The majority of the European and Swiss population regularly visits social media platforms in 2022, with WhatsApp, Youtube, Facebook, Instagram and LinkedIn, as well as the new TikTok, playing the most important roles.
While WhatsApp While primarily used for quickly sharing information among friends and acquaintances, it's not yet very suitable as a marketing platform. Except for word-of-mouth or peer-to-peer promotion of experiences. Here, for example, you can involve customers or employees, since their status updates are seen.
YouTube & TikTok
Will the Google subsidiary remain YouTube, which attempted to compete with Instagram Reels using the Shorts format and TikToks Short videos are becoming increasingly popular, and it seems to be working to some extent. Many people simply recycle their TikToks on YouTube, but there seems to be a growing demand for shorter videos.
Since we're already at TikTok The platform is a winner. With exciting formats, good music, informative accounts, and a video editor that makes it easy for all creators to quickly produce good content.
Already, over half of TikTok's users are over 30, and more and more companies are discovering what makes it so exciting: the For You feed. This feed suggests new accounts for users to discover. Eight out of ten accounts are new; only two are familiar ones that users follow. The chance of being discovered is highest on TikTok.
However, attention spans are also shortest, which is why you really need good and engaging content that delivers value within two seconds. Incidentally, you can also grow on the former Musical.ly platform without dancing or singing.
Facebook and Instagram They are used, but probably more out of habit. Facebook is the world's largest birthday calendar. Instagram is the platform where you don't want to miss anything and see what others are doing. More out of boredom and because you don't want to delete it completely. At the same time, Instagram is increasingly becoming a video platform. Compared to TikTok, Instagram is losing some ground. Facebook
This brings us to LinkedIn For a business context. Although Stories have been discontinued on LinkedIn, she is working on an audio-only format similar to Clubhouse. The platform seems to be establishing itself both nationally and internationally.
New features like product listings on company pages or the newsletter function for creators are just a few examples of how users can increase the average time spent on LinkedIn from 17 minutes. For comparison, people spend three to four times longer on Instagram and Facebook. But please don't confuse LinkedIn with Facebook.
LinkedIn aims to specifically promote knowledge exchange and professional networking, and it's okay if things can be a bit more relaxed at times.
The second largest search engine and largest video platform YouTube While YouTube faces increasing competition from TikTok for short-form content and Twitch for streaming, its user base remains large, and Google integration in search results helps every video that answers questions or combats boredom. However, those who want to market their own channel on YouTube organically need to acquire more and more video production skills. Otherwise, paid advertising via Google Ads is the only way to grow, and that will be expensive in the long run.
