Table of Contents

02 Introduction

03 The Top 5 Social Media Advertising Trends

07 The Rise of TikTok

11 Best Practices for Building Authentic Video Creative

in 2022 with

16 Top Social Channels You Should be Using and Why

You Need to Diversify in 2022

19 How You Can Use Influencer + Creator Marketing to

Better Reach Customers with

23 2022 Social Media Predictions From the Experts

1
Introduction
In 2021, the number of social media users across the globe surged
to 3.78 billion — a substantial 5% increase from 2020. Those numbers NUMBER OF SOCIAL NETWORK USERS WORLDWIDE
are on the rise and are expected to increase to an impressive 4.41
billion by 2025. It’s no secret that social media has become an
increasingly integral part of peoples’ daily lives. We use social media
to connect with one another, to consume content, and to share
information. Our dependence on social platforms grew even stronger
during the height of the COVID-19 pandemic, and while lockdowns
have lifted and many retailers have re-opened, the growth of social
media has remained steadfast.

In 2021, we’ve seen a focus on privacy, big moves toward social

commerce, and the increasing need to diversify social media
advertising strategies. In this year’s Social Media Advertising Guide,
we will explore all of those themes and more, including the rise of
TikTok, influencer marketing tactics, building authentic video creative,
and 2022 predictions to set your brand up for success this coming year.

TO START, LET’S DIVE INTO THE FIVE MAJOR ADVERTISING

TRENDS WE SAW IN 2021 AND WHAT THEY TAUGHT US.

Source: Statista 2021 2

3
1. Meta Continued to Dominate
Meta, formerly known as Facebook, continued to dominate the social space during the
past year. Facebook, in particular, retained the top spot in 2021 as the leading global
platform with a whopping 2.7 billion active users. The platform is the world’s third most-
visited website just behind Google and YouTube and reaches 59% of the world’s social
networking population. Instagram continued to rise in the ranks as well with an impressive
1.16 billion monthly active users and an audience largely made up of 25 to 34-year-olds.

2. Increased Focus on Privacy

Any advertiser can tell you that this has been the year of all things privacy, and a
consumer-centric web is one the rise. People want to know how their data is being used
and also want to have a say in what data is being collected. This increased focus on
consumer privacy has undoubtedly had a huge impact on advertisers.

From the death of third-party cookies to an increased focus on first-party data, big tech
companies including Apple are rapidly shifting privacy policies to give users the ability to
opt out of targeting or tracking. Simply put, the push to privacy is impacting all advertisers
in the social space and beyond, and we will see this theme carry into 2022.

“More privacy for consumers means less information for marketers.

Marketers will need to unlock the power of their first-party data to stay ahead.
With direct-to-consumer relationships becoming increasingly important, building
trust and delivering better experiences that are powered by data will give smart
marketers a competitive advantage.”

Nirish Parsad
Head of Technology at Tinuiti

To learn more about how upcoming privacy policies could impact your brand’s social media
efforts, check out Tinuiti’s resource hub “The Future of The Web.”

4
3. The Expansion of Social
Commerce
Most brands know the value of advertising on social media, but many are
taking it up a notch by allowing users to buy their products directly within a
social media platform. Social commerce streamlines the consumer journey
and makes the path to purchase easier than ever before. Over the past few
years, social commerce has exploded and according to eMarketer, in 2021,
U.S. social commerce sales will rise by 35.8% to $36.62 billion.
The global pandemic also brought big changes to ecommerce and retail
industries alike. Consumers’ shopping habits evolved toward digital-first
shopping experiences. While many brands were already embracing social
commerce prior to the pandemic, the need to have a well-rounded digital
retail strategy became more critical than ever before. The trend of brands
embracing social commerce will undoubtedly carry into the post-pandemic
world. In fact, we’re already seeing it on the rise with retail social commerce
sales in the U.S. expected to reach $79.64 billion by 2025.
With more consumers utilizing social media as part of their daily routines,
integrating shoppable experiences directly within an app is a no-brainer.
The ultimate goal is to eliminate any friction in the buying process, and
incorporating social commerce into your marketing strategy allows you
to do just that. Social commerce is the way of the future and the time
to get on board is now.
4. Diversification of Social
Channels
Ever heard the saying, “don’t put all your eggs in one basket”? The same
should be true when it comes to diversifying your social media advertising
mix. Being dependent on, or siloing your brand’s marketing efforts into one
or two channels, is a risky move. It’s important to take advantage of a variety
of social channels when it comes to marketing your products or services so
you can reach a wider audience.
Today, customers don’t live on just one social channel, and neither should
your brand. Consumers use different channels for different reasons and,
as a brand, it’s important to gauge where your target audience spends the
majority of their time so you can effectively and efficiently market to them.
“While Facebook has historically been the king of direct response, each
social channel has a unique offering that aligns with real business goals.
Each of these channels should be considered when pulling together a
holistic paid social strategy.”
Katy Lucey
Director of Paid Social at Tinuiti
Don’t miss our upcoming section, “Top Social Channels You Should Be Using
and Why You Need to Diversify in 2022,” where we break down the platforms
you should be utilizing and dive deeper into the importance of diversifying
your social marketing mix.
5
5. The TikTok Takeover
TikTok, the social media platform known for short-form video content, continued to make
waves in the social space throughout 2021, and we expect more of the same in 2022.
Some people love it, some don’t quite understand it, but there’s no denying its popularity
and effectiveness when it comes to reaching consumers. The app has evolved dramatically
since its inception when the majority of videos were centered around lip-syncing and dancing.
Now, TikTok’s content is incredibly diverse and while music and dancing are still at its core, the
app also hosts videos focused on news, health and wellness, various tutorials, fitness,
DIY, celebrity sightings, and more.

Both TikTok’s following and engagement have grown tremendously in its relatively short history
and advertisers have taken notice. The app has become a place where brands can authentically
connect with customers through their own channel or with the help of TikTok creators. And
with more than 1 billion users, it’s a marketing channel that’s definitely worth exploring.

“TikTok will continue to evolve its platform, creating more ways for users to communicate
and share content among friends. This, along with improved targeting capabilities and
newly available ad placements, will allow TikTok to surpass other main social platforms
in ad revenue across many different verticals.”

Chris Stokes
Senior Manager, Paid Social at Tinuiti

For a deeper discussion about TikTok’s advantages and why you should consider adding it to
your advertising strategy, check out our next section highlighting the rise of TikTok.

6
SOCIAL MEDIA’S HIGHEST
ENGAGEMENT PLATFORM
7
The Rise of TikTok: Social Media’s
Highest Engagement Platform
TikTok’s momentum continues to rise at an incredible rate with more than
1 billion active global users and its growth isn’t slowing down anytime soon.
While the social media app is wildly entertaining, some might even say
addicting, it’s also an incredible resource that brands should be utilizing.
At its start, many people thought TikTok would just be a an app solely
focused on the teen or Gen Z demographic, but people between the ages
of 35 to 44 are flocking to the platform and already represent more than
a quarter of all monthly active users.
“Millennials are the fastest growing demographic on TikTok. It is essential
for brands to consider TikTok in their 2022 marketing mix. Half of TikTok
users are not on Facebook and forty-five percent of TikTok users are
not on Instagram.”
Kelsey Miller
Associate Director, Paid Social at Tinuiti
TikTok isn’t going anywhere, so now’s the time to embrace the platform to
see what it can really do for your brand. The opportunity on TikTok is there
and the numbers prove it…
• 92% OF USERS GLOBALLY have taken an action after
watching a TikTok
• 90% OF TIKTOK USERS visit the app more than once per day
• NEARLY HALF (49%) of TikTok users said they purchased something
after seeing it “advertised, promoted, or reviewed on the platform”
According to Tinuiti data, we’ve seen double the number of clients on TikTok
and the highest increase in spend YoY when compared to other social channels
(including Facebook, Instagram, Pinterest, Twitter, Snapchat, and LinkedIn)
While the stats speak for themselves, we’re here to level up your knowledge
of one of the fastest growing platforms of the year. And as the first US
Independent Agency to receive the TikTok Campaign Management Agency
Partner badge, Tinuiti knows a thing or two about how to help brands create
engaging, successful TikTok campaigns. Interested? Let’s dive into four top
reasons you should be advertising on TikTok.
1. ENGAGEMENT, ENGAGEMENT, ENGAGEMENT
By now we know that TikTok has a massive audience in general, but it’s
even more important to focus on how engaged that audience actually is. In
fact, in a study conducted by Neuro-Insight, it was reported that “brands on
TikTok see higher levels of receptiveness to brand messaging, calls-to-action,
and ad breakthrough.” The same study found that “TikTok users experience
consistently more peaks of engagement during their time with the platform.
This further suggests that TikTok users are fully leaned in and immersed on
TikTok compared to other platforms.”
8
2. WIDE RANGE OF AD TYPES
Different ad types give brands the power to test, measure, and scale their
advertising efforts for maximum impact. TikTok offers a variety of robust ad
types to do just that including:
IN-FEED ADS BRANDED EFFECT
BRAND TAKEOVER TOPVIEW
HASHTAG CHALLENGE DYNAMIC PRODUCT ADS
With a wide variety of ad types available, you have the ability to not only reach
consumers just at the awareness stage, but across the entire funnel.
“We partner with our clients to use TikTok to drive everything from brand
discovery to purchase. From leveraging TopViews and Branded Effects
to running In Feed or Dynamic Product Ads, Tinuiti clients are seeing
TikTok move the needle throughout the funnel.”
Katy Lucey
Director of Paid Social at Tinuiti
Want to learn more about TikTok’s variety of ad types? Check out our recent post,
“How to Advertise on TikTok” where we cover each offering in greater depth.
3. SOCIAL COMMERCE + LIVE SHOPPING CAPABILITIES
Social commerce is here and it’s here to stay. This year, TikTok partnered
with Shopify, giving users the ability to shop directly within the app. The
social media giant has also embraced new and improved social commerce
experiences for users including Live Stream Shopping. Live Stream Shopping
allows users to purchase select items from participating online retailers
during a live-streaming event.
“Live Stream Shopping will take off and TikTok will pioneer this capability
in the US in 2022. They’ve been testing into this already, but as this
becomes more prevalent, I expect advertisers to become interested,
especially retailers. There’s already a lot of momentum against live
shopping in China, and I think this will make its way stateside soon.”
Avi Ben-Zvi
VP of Social at Tinuiti
4. FLEX YOUR BRAND’S CREATIVITY
TikTok works as an avenue for brands to get creative and try new things in
the advertising space. The app prides itself on hosting unique, engaging, and
authentic content that consumers can really connect with. Influencer/creator
marketing and user-generated content (UGC) are both huge on the platform
as they are great ways for users to relate with and connect with a brand or
product.
When you choose to work with creators, it’s incredibly important to find the
right partner and communicate effectively for this type of campaign to be
successful. The creator needs to maintain their personal style and be trusted
to make content that feels authentic to their followers all while aligning to
your brand’s goal as well.
When it comes to UGC, if you can get your audience to post videos of them
interacting with your brand or product, that will go a long way to making your
branding goals a reality. You can encourage this through your own brand’s
profile and videos, or, again, partner with creators who already have a large
following that matches your target audience.
If you’re still wondering if advertising on TikTok actually works, you’re in luck.
Check out Tinuiti’s recent success story featuring Revlon and Megan Thee
Stallion on the next page.
9
Megan Thee Stallion & Revlon
Explode with TikTok TopView
SUMMARY

• Tinuiti brought a recommendation to Revlon to launch with TopView (ads

appearing at the top of the For You feed when first opening TikTok) and
support the reserved buy with In-feed auction ads to launch their new Satin
Ink product in partnership with Megan Thee Stallion on TikTok.

• The goal was to shift perceptions about Revlon and its new products: driving
the sell-out of the product on Amazon

• Tinuiti also attached a brand lift study to the buys and the campaign drove
a 4.9% ad recall lift—28% higher than Kantar norms across 48 beauty studies

• This example shows the level of sophistication Tinuiti brings with our
expertise: applying TikTok best practices and past learnings to drive strong
brand recall and consideration of Revlon

RESULTS

224K Likes
3.5K Comments

10MM Amazon Store Visits

If you’re looking for more in-depth information on all of the latest cutting-edge TikTok
advertising and creative strategies, be sure to check out our TikTok Playbook.

10
11
Best Practices for Building Authentic Video Creative in 2022
Lucas Piazza
CMO at QuickFrame

“How Do You Do, Fellow Kids?” is one of the most viral memes on the
internet. It features actor Steve Buscemi, decked out in teen fashion
while clutching a skateboard, as he approaches a group of high
schoolers. The joke is that, despite his best efforts to blend in with a
crowd of millennials, it’s painfully obvious he’s a Boomer in disguise.
The internet loves this meme because it’s the perfect satire to deploy
when a brand or public figure tries a little too hard to connect with their
target audience on social media. Maybe they’re incorrectly using new
slang, or engaging with a viral trend months after it’s lost its potency.
Even if you’re earnestly attempting to connect with your audience, if the
content feels pandering or cringy, consumers will immediately view your
brand as fake.
So many brands fall into the “Fellow Kids” trap because they are trying
to force authenticity into their advertisements. But authenticity isn’t
something that can be forced. If you don’t understand why your audience
holds certain values, your content will come across as superficial.
TO SAVE YOU FROM HAVING A CRINGEY “FELLOW KIDS”
MOMENT, WE’VE PUT TOGETHER TIPS ON BUILDING AUTHENTIC
VIDEO CREATIVE THAT’LL GENUINELY RESONATE WITH YOUR
TARGET AUDIENCE.

In other words, “How Do You Do, Fellow Kids?” is the perfect illustration
of what you’ll look like without authentic video creative.

As consumer data privacy changes disrupt the way advertisers and

consumers interact, refocusing your attention on building video creative
that prioritizes an authentic voice will be an important lever for your
brand to stand out in 2022. And as consumers become more likely to
spend money on brands with messages that align to their own values–
like diversity and sustainability–it’s more important than ever to produce
authentic video creative that speaks to them on a personal level, without
your message feeling like a brazen sales tactic.

Source: KnowYourMeme.com 12
Understand and Reflect Your
Audience’s Values
The first step to building authentic video creative is in your script. Audiences are
craving content with an empathetic focus, especially around the issues that matter
most to them, like diversity, equity, and sustainability. You know your user persona
better than anyone, so research what your target audience values, and the words/
phrases they use to express those values. This is your starting point to devising a
script that has an authentic voice.

As a brand, you should also seek out where your purpose and values align with your
audience and start building your script from there. If you are just using their values
and language simply as a sales tool, your audience will smell the inauthenticity of
your message. You must show through your video creative that you actually have
shared values.

Take for instance a recruitment video for the self-driving car service brand, Cruise,
created using QuickFrame’s platform. To show they prioritize diversity, equity, and
inclusion, Cruise produced a video illustrating their commitment to these values
through their internship program. Cruise understood their audience wants to
support a company that supports the next generation of professionals. By laying
that messaging on the line in the ad, their audience is more likely to see them as a
progressive brand that prioritizes equity and inclusion for all.

Source: DWS x QuickFrame Video 13

One Voice Does Not Fit All
The data privacy changes of 2021 muted the power of many paid social
channels, forcing marketers to make agile moves to new platforms
in order to maintain or accelerate performance. But just because
your video creative feels authentic on Facebook does not mean it will
resonate with audiences on video-first platforms like TikTok.

Naturally, you need to ensure your content looks visually native to each
new social channel. But every platform has their own unique audience
demographics, which means you must ensure you’re communicating a
tone of voice that feels native to the channel as well.

Start by familiarizing yourself with the way users are already interacting
with each other on the platform. That doesn’t mean your video creative
needs multiple unique scripts. Write the voiceover or dialogue so that
you can make minor tweaks based on performance to ensure your voice
sounds authentic to the platform’s core users.

For instance, a video ad featuring an executive from your company

discussing the incredible benefits of your product may work wonders
on LinkedIn, but if you try to run that same ad on Reddit, you’ll be
eviscerated. This is because Redditors hate sales pitches, while
LinkedIn is more receptive to thought-leadership messages. Rather than
completely reworking your script, simply scale back the sales-speak of
the Reddit video ad and front-load a more self-aware message.

Source: QuickFrame Video Vitals 14

Use AI to Surface Hyper-
Specific Audience Insights
Even though we still joke about artificial intelligence sparking a robot
uprising, like in The Terminator franchise, as AI technology becomes
a larger part of our daily lives, machine learning solutions have quietly
become a powerful marketing tool. That’s especially true when building
authentic video creative.

But how can AI help make your video creative more authentic? Through
creative analytics tools like QuickFrame’s Video Vitals, you can surface
hyper-specific audience insights that may have been hidden to the naked
eye. In the past, you would have had to run expensive focus groups or
conduct market studies to understand what specifically is resonating
with your audience. Now machine learning can do that for you.

AI-powered solutions are removing much of the guesswork in creative

concepting by pinpointing the unique creative elements in your
advertisements that are driving performance. Maybe your audience
doesn’t want to hear a negative tone of voice or perhaps seeing crowds
of people makes them feel uneasy after a year of avoiding human
contact. Machine learning solutions that surface creative analytics will
present you with concrete audience data points you can seamlessly
integrate into your future ad creative, making it more authentic and
effective with each new campaign.

Source: DWS x QuickFrame Video 15

AND WHY YOU NEED
TO DIVERSIFY IN 2022
16
Top Social Channels You Should How Brands Can Get Started
be Using and Why You Need to Diversifying Their Social Media Mix
Diversify in 2022 1. KNOW YOUR GOALS AND HAVE A WAY TO MEASURE THEM
Back in October 2021, millions of people and businesses across the world
You need to be clear on what you’re trying to accomplish when investing in a
felt the impact of the Facebook, Instagram, and WhatsApp blackout. The
new channel. Are you looking to increase brand awareness and engagement
three apps, all owned by Meta, experienced outages lasting for nearly six
or to generate leads and drive website traffic? These are all questions to
hours. This had many advertisers’ wheels spinning, but also bolstered the
consider from the get-go. Make sure you have the proper measurement plan
need for diversification when it comes to social media advertising. Many
in place to gauge performance so that any sort of testing has a baseline for
marketers devote large budgets to both Facebook and Instagram but neglect
success.
other platforms. While Facebook and Instagram should definitely be part of
your overall advertising mix (we’ll highlight why), they shouldn’t be the only 2. ALIGN YOUR CREATIVE & STORYTELLING
pieces to the puzzle.
Ensure your ad creative and messaging make sense for the platform you’re
utilizing. Each channel has its own best practices when it comes to creative,
“As advertising on Facebook has become increasingly more expensive
so make sure your ads are set up to be successful from the start.
over the past few years, brands are looking for ways to stretch their
dollars—and impressions—even further. If you know your target 3. FIND OUT WHERE POTENTIAL AUDIENCES ARE
audience is spread out across different social platforms, make sure SPENDING THE MOST TIME
you’re hitting them where they spend their time.”
It’s critical to find out where your target audience is spending the majority of
their time on social media so you can effectively reach them. By discovering
Katy Lucey
where your audience is hanging out, you can prioritize the platforms you want
Director of Paid Social at Tinuiti
to allocate time, creative resources, and budget to. To get a baseline, start by
checking out the audience demographics for each platform and see if they
Taking advantage of an omnichannel approach will allow your brand to reach align with your target audience, and don’t forget to measure effectiveness
an even wider audience. And with engagement becoming more costly, brands during the initial testing phase.
will need to look to additional social channels for more affordable growth
opportunities rather than limiting social spend to a single channel.

17
 META TIKTOK
(FACEBOOK + INSTAGRAM)

3.8+ BILLION 1 1+ BILLION 4

ACTIVE USERS
ACTIVE USERS

FACEBOOK INSTAGRAM 48% 5

20% 5

26.3% 2
32% 3 AGES 18-29 AGES 30-49
AGES 25-34 AGES 25-34
Strong user engagement
Brand dominance Social commerce + live shopping
High engagement Creator marketplace
Diverse demographics Unique ad types
4. LEVERAGE THE NUANCES OF EACH Extensive product offerings Enhanced measurement
capabilities
SOCIAL CHANNEL Easy-to-use interface(s)

Keep in mind that when you are considering utilizing

different channels, each option should tie back
LINKEDIN SNAPCHAT TWITTER
to your initial goals and objectives. Every social
channel has its own strengths and weaknesses
800 MILLION 6
530 MILLION 8
211 MILLION 10

and it’s important to find a good match for your ACTIVE USERS
ACTIVE USERS ACTIVE USERS
brand. Take a deep look at the platform itself, and
34% 7
37% 7
75% 9
44% 11
don’t forget to consider what types of ads you’re AGES 36-45 AGES 46-55
AGES 13-34 AGES 30-49
interested in running and how you can leverage
Largest professional platform
Younger audience Lower cost
each platform’s offerings to meet your goals. Ad targeting capabilities
High user engagement Highly targeted
B2B marketing
Brand awareness Tailored audiences
Lead generation
Let’s break down a few of the top social media 1:1 connection with audience Brand awareness
Variety of ad types
Creative features (filters, stickers, etc.)
channels your brand should consider utilizing in
2022 and beyond. We cover the basics such as
platform size, strengths, user demographics, and
more so you can determine what these channels PINTEREST REDDIT
offer and what they are best used for.

444 MILLION 12
430 MILLION 14

ACTIVE USERS ACTIVE USERS

34% 13
25% 14

AGES 30-49 AGES 20-29

Brand awareness Engaged audience

Traffic driver Extensive targeting capabilities
High conversion rates Purchase influence
Full-funnel reach Brand awareness
Ideal for ecommerce 1:1 connection with audience

Sources: 1 2 3 4 5 6 7 8 9 10 11 12 13 14 18
19
How You Can Use Influencer
+ Creator Marketing to Better
Reach Customers
Andrew Chen
Content Marketer at Captiv8

As social media usage continues to increase, the question on every brand

marketer’s mind is the same: how do you cut through the clutter and
reach your target audience? The answer is simple—influencer marketing.
Influencer marketing has become the modern-day word-of-mouth, offering
a unique way to reach any audience, no matter how specific or niche. Upon
identifying the core attributes of your target audience, finding an influencer
to speak to them is the next natural step.

The first step for brands interested in influencer marketing is to identify

influencers that reach your target market. An example of a brand that
expertly executed its influencer marketing strategy to reach its target
audience was Step Mobile. The mobile banking app for teens and young
adults identified TikTok superstar Charli D’Amelio as the ideal influencer
to promote their brand. Step Mobile has partnered with D’Amelio for
one TikTok and six Instagram posts since 2020, generating a combined
52.58M impressions (Data Source: Captiv8). For reference, the Macy’s
Thanksgiving Day Parade is one of television’s most-watched events, and
in 2020, received 21.98M views. However, D’Amelio’s lone TikTok post
for Step Mobile earned 33.3M views and demonstrated the power of
influencer marketing when compared to traditional media.

20
With nearly 60% of D’Amelio’s 191.44M followers between the
ages of 13 and 24, Step Mobile got the attention of millions of
potential Gen Z customers through working alongside D’Amelio
in this long-term influencer marketing ambassadorship. Brands
looking to emulate Step Mobile’s success should consider
leveraging an influencer marketing platform to gain access to
insights that aid in the influencer discovery process.

DIVERSITY, EQUITY, AND INCLUSION

Next, a thoughtful element of diversity, equity, and inclusion

(DEI) must be a part of a brand’s influencer marketing strategy.
The emphasis on DEI over recent years has made it more
crucial than ever to be in tune with the diverse voices that
best speak to target audiences. Partnering with influencers
across various groups and communities should be done
with sensitivity. Audiences today can sense when influencer
content is not authentic, and it’s important to make a genuine
connection with these communities and stay away from #Hashtag Engagements Unique Contributors

1.22B 483.4K
anything that may feel like tokenism. Brands can build
authentic connections with consumers by choosing timely
PrideMonth
moments to join the DEI conversation. For example, the
hashtags #PrideMonth, and #BLM have generated over 1.22B BLM 328.75M 261.7K
and 328.75M engagements from over 483.42K and 261.69K
unique contributors on Instagram respectively (Data Source:
Captiv8 Insights).

21
MORE BANG FOR YOUR BUCK

Another element to consider when planning influencer

marketing campaigns is to incorporate a paid component
for boosting content. As social platforms consistently test
algorithm changes, it’s imperative that if an influencer has
created beautiful content for your brand, that people get a
chance to see it. Since the inception of influencer marketing,
most social media platforms have implemented brand-friendly
ways to promote a sponsored post. Platforms such as TikTok,
Instagram, Facebook, Twitter, and YouTube all allow brands to
set campaign objectives and targeting parameters based on
audience location, interests, and demographics. Paid media
coupled with high-performing posts will help expand your
reach. Instead of creating new content, consider re-investing
in the content that has already generated proven results.

In summary, brands that want to use influencer marketing

to better reach customers should first utilize a platform or
agency to help identify the best creators to partner with. Next,
brands should incorporate DEI strategy within their campaigns
in order to support underrepresented communities, as well
as help build authenticity and trust. Finally, brands should
consider implementing a paid media strategy to increase the
reach of high-performing posts.

22
23
 Expert Predictions For Social Media in 2022
The social media landscape is ever evolving and while we can’t be exactly sure what to expect in the new year, we asked
our leading industry experts what trends they predict will shape social media in the near future. Take a look at their
predictions for 2022 and beyond to see if they can help you prepare your future marketing strategies.

“Live Shopping will start to become a reality
in the U.S. It’s already becoming popular in
APAC, but we’re now starting to see signs
“Shopping within content and ads will rise with social platforms
releasing new features that make the process more seamless for
customers to purchase.”

of life over here. Most recently, the much Kolin Kleveno SVP of Addressable Media at Tinuiti

anticipated alpha for Live Shopping has

started with TikTok, and Tinuiti will be one
of the first agencies to pilot.”

“Last-click measurement will become less “Reddit will see exponential ad growth in 2022 as brands realize
ubiquitous. The much maligned attribution the power of community-based targeting and engagement.”
model may be seeing its last days as
“Traditional mobile web brands will shift their focus into mobile apps
privacy changes across the industry make
in order to regain control over their first-party data and shopping
it more challenging to understand true
experience. Social apps will be a huge player in driving user
impact at the last-click level. Brands are
acquisition and re-engagement.”
seeing this and will continue to adapt more
Katy Lucey Director of Paid Social at Tinuiti
advanced measurement solutions to assess
their true media value to business impact.”

“TikTok will take another huge leap forward

and start to lock in more ‘always-on’
budgets from advertisers, rather than “In addition to live shopping and more seamless on-platform

testing budgets. With that. the platform will checkout experiences, augmented reality (AR) will continue to grow

become the second-highest ad revenue and play an influential role in purchase decisions.”

social platform, starting to creep up next “More authentic influencer and user-generated creative will
to Facebook by the beginning of 2023.” outperform heavily branded and studio-edited content.”

Avi Ben-Zvi VP of Social at Tinuiti Rachel Legere Associate Director, Paid Social at Tinuiti

24
 Expert Predictions For Social Media in 2022
“As the privacy landscape continues to shift, server-to-
server integrations like Facebook’s Conversions API, will
become more prominent. Sharing first-party signals
with platforms will become increasingly important to
fuel social algorithms for ad delivery and optimization.”
Kelsey Miller Associate Director, Paid Social at Tinuiti
“Social platforms will be exploring different tracking
methodologies to give the advertiser more robust data
and understanding of performance impact, while also
allowing for enhanced privacy on the user’s end.”
Natasha Blumenkron Director of Paid Social at Tinuiti
“Ecommerce sales continue to be on the rise in 2021, even
as stores are more open for holiday shopping compared
to 2020. Brands will win specifically in after-Christmas
sales into early January, where we’ll see CPMs plummet
and ROAS efficiencies increase. Reserve ad spend for
January to capitalize on the post-holiday demand!”
Lize Keefer Paid Social Strategist at Tinuiti
“Build broad creative. Because you will not be able to
accurately measure and attribute user behavior to
individual events, you will need to generate creative
visual assets that can deliver a message to a broader
audience. Without the ability to needle in on individual
consumer data, your video creative can cast a wide net
on any target you’re focusing on, across every stage of
the purchase cycle, in a privacy-friendly way.”
Lucas Piazza CMO at QuickFrame
“One trend that all brand marketers and creators
should prepare for in 2022 and beyond is the
metaverse. Aside from the rebranding of Facebook
to focus on its prioritization of this completely virtual
space, we’re already seeing major brands like Verizon
find creative ways to leverage influencers around this
topic as well. Most recently, they launched a multi-city
augmented reality scavenger hunt to help showcase
the faster speeds of its 5G network with this multimedia
experience through the help of creators. We’ve also
seen brands like Gucci and Nike work to build virtual art
installations and an entire world within Roblox.”
Andrew Chen Content Marketer at Captiv8
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 Expert Predictions For Social Media in 2022

“Small, digital-first businesses will become increasingly competitive to large brands due to early adoption on disruptor platforms
like TikTok, Reddit, and Clubhouse.”

“Content creators and influencers will become the voice of the people and the brands. Similar to how we see performance lift
from friends of users who share Snapchat Filters, platforms like TikTok and Instagram will remain core landscapes for brands
to partner with influencers who believe in—and will promote their brand—to their loyal followers.”

Jack Johnston Paid Media Strategist at Tinuiti

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