TikTok and Instagram Trends in 2022
Instagram Reels. TikToks. Videos, videos, videos! These were all big trends in 2021 and, no real surprise, it looks like they are here to stay in 2022. A recent Hootsuite Digital Trends Report found that the average amount of time Americans (aged 16-64) spend on social media each day is 2 hours and 7 minutes. Furthermore 97.8 percent of US internet users (18-24) are digital video watchers, showing a high demand for this medium. Thus, the opportunities are endless in the current market when it comes to reaching said audiences. The only question is, how?
Let’s take a look at what the most popular trends are for the upcoming year (specific to TikTok and Instagram), and how you can add them to your strategy to convert video ads to $$$.
TikTok
While choreographed dances and humor tend to be trending on this app at all times, it’s also opening its doors to paid social marketers.
TikTok is becoming the new platform for reaching the masses and is on track to reach 1.5 billion users in 2022, It's also seeking to expand its content horizons, putting a focus on increasing monetization with tools like the “TikTok Ads Manager” allowing brands to place their ads on video content. The key to success? Making the “ads” not appear to be ads at all! TikTok is all about authenticity. Because the average TikTok user is generally younger than those on Facebook, they want to be advertised to in a way that seamlessly fits into their life. If you can make the point that your product, service, app, etc. is easy for them to add into their existing routine, you’re in!
It’s important to remember that Gen Z are digital natives. Unlike Millenials and Gen X, they never knew a world before social media. They typically value authenticity and genuine self-expression in online content more than anything else. So while this generation has made choreographed dances and humor the most popular content on TikTok, you can cut through the clutter with ads that appear more like visual stories as opposed to the traditional ads we’re all used to.
In fact, on the main TikTok advertising page, their headline reads “Don’t Make Ads. Make TikTok Videos.” What’s unique about TikTok advertising is 1) it’s still in its infancy stage (which equals more opportunity to get in early!) and 2) the virality of the app can lead to overnight success. While it’s important to not rely on #2, it is worth noting that it can be done!
With all of this being said, we recommend incorporating trending audio, UGC, micro influencers and hashtag challenges to capture the attention of users on TikTok. These are the methods that users are most familiar with. This can lead to more traffic for your brand as opposed to another swipe to the next video on their For You Page.
With the everchanging platform that is Instagram, it can be hard at times to keep up, especially when it comes to advertising. Hootsuite reports one thing is for certain: “Creators are kings. Four out of five Gen Z Instagram users agree that creators have as much or more influence on culture as more traditional celebrities.” This makes a strong case for incorporating UGC into your social strategy.
The same site reports that IG stories are going to be bigger than ever in 2022. The main reason? The fact that everyone (and we mean everyone!) has access to link stickers. Farewell to the days in which you had to have a hefty following to be able to even add these to your stories. These link stickers, which now can be customized, allow brands to incorporate clickable text over video to help drive traffic directly to your product or campaign. The possibilities of driving traffic to your site through IG stories is higher than it ever has been, creating a massive demand for adding them into your social strategy.
We touched on the importance of video content with TikTok and on Instagram, it is the same. Instagram has used newer features such as Reels to create a new way of advertising. Enter Instagram Reel Ads. According to the Instagram Chief Operating Officer Justin Osofsky, “We see Reels as a great way for people to discover new content on Instagram, and so ads are a natural fit. Brands of all sizes can take advantage of this new creative format in an environment where people are already being entertained.” Therefore, because users are familiar with the layout of Reels, advertising through this medium is the best option right now.
Numerous sites have declared that video memes will be huge in 2022. Later states that “Memes will forever be a recipe for instant success - but in 2022, video memes are where it’s at on Instagram.” Thus, incorporating more video memes in the form of Reels is an excellent way to increase reach and potential website traffic for your business in 2022.
Keep top of mind that short-form videos are proving to have the most success when it comes to video advertising on Instagram. An attention grabber from the get-go will entice viewers to stay on your video, perhaps peruse through your brand’s Instagram and from there, the opportunities are endless.
In short, like it or not, video is here to stay. Whether it’s trendy, funny, niche videos on TikTok or meme-style, short-form videos on Instagram, this is one kind of content that experts expect to see continue to grow in 2022. The keys to remember are creating authentic content, utilizing content creators for UGC, using Instagram features such as linked IG stories and staying up to date on the latest memes.
So are you ready to take your advertising strategy to the next level in 2022?
