We are Disrupt, a global marketing agency.
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Did you know that the number of global social media users recently surpassed 3 billion, and the average daily usage time has reached a staggering 145 minutes?
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Furthermore, social media is a vital platform for brand marketers because it is where brands can build meaningful relationships with consumers and gain valuable insights into them.

Here are 6 social media marketing trend keywords for 2022 that every marketer should know.

1. Social Commerce

Social commerce refers to the entire shopping experience—from product discovery and research to the checkout process, taking place directly on social media platforms. While some include clicking a link on social media that leads to a product page where a purchase can be made, it generally refers to commerce that occurs entirely within the social media platform itself.

The data above was shared by Facebook at an official event in 2019. As shown, social media had already been gradually shifting toward commerce for two to three years, and with social media platforms introducing commerce features one by one, the commercialization of social media has begun in earnest.

The sudden arrival of COVID-19 caused social media to emerge as a go-to space for contactless gatherings and shopping. In particular, because consumers tend to want to communicate with others and brands during the shopping process and enjoy sharing their purchasing experiences, social media has established itself as an ideal shopping space. Naturally, e-commerce and social media have become more closely linked, which has accelerated the growth of the “social commerce” industry.

According to an eMarketer report, the number of social commerce buyers in the U.S. alone reached 80.1 million in 2020, a 25.2% increase. It grew by 12.9% to 90.4 million in 2021, and it is projected that the number of social commerce buyers will exceed 100 million by 2023.

2. AR

Technological advancements are gradually breaking down the barriers of physical experience that once limited online shopping. Even though it has long been possible to purchase goods online, consumers have continued to enjoy visiting physical stores, craving the experience and fun that brick-and-mortar spaces provide. In fact, about one third (30%) of consumers have cited the inability to touch or see products as a barrier to online shopping. However, AR technology is blurring the lines between physical and digital experiences by improving how products appear on screen and enhancing the overall shopping experience.

As shown above, beauty brands use AR filters to allow consumers to test products via their phones before making a purchase. This provides consumers with a fun shopping experience while helping them make faster and better purchasing decisions. L'Oréal has actually reported an increase in sales by utilizing this AR technology. Warby Parker, famous for its eyewear, offers a virtual try-on experience that lets customers see if frames fit their faces well without having to try them on in person. More and more brands are actively utilizing AR technology in this way. While these technologies are still in their early stages, they are evolving at a rapid pace and further upgrading the digital shopping experience for consumers.

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3. UGC

UGC stands for User-Generated Content and refers to any content created by users, such as stories, posts, and reviews. UGC is gaining increasing attention from consumers; in fact, 92% of consumers tend to trust UGC more than brand-created content, and 84% of millennials say that UGC has influenced their online shopping behavior. Among the various forms of UGC, "consumer reviews" have the most powerful impact on shopping. In particular, review content on social media acts as a powerful persuader in social commerce.

4. Micro-influencers

Influencer marketing is not a new trend, but it is one that will persist for the foreseeable future. In fact, a survey conducted by Hamshout of 1,000 people in their 20s to 50s found that a staggering 76% of consumers have purchased a product or service after seeing influencer content. Influencer marketing is a highly attractive tool for marketers because it often delivers better results at a lower cost than paid ad campaigns and helps achieve various marketing goals. In particular, micro-influencers, who have smaller followings but higher engagement rates, are increasingly favored by marketers because they can drive more engagement at a lower cost compared to mega-influencers.

As influencer marketing is a key driver of social media growth, Instagram is working to provide appropriate tools for both businesses and influencers, one of which is “Branded Content Ads.” Branded content ads allow advertisers to promote content that influencers have posted with product tags. In other words, it is a new form of advertising where influencers can indicate a partnership with a brand, and the brand can immediately run that post as an ad. This adds credibility to the advertisement and creates a foundation for influencer marketing to contribute directly to sales.

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5. Live Streaming

Due to the pandemic, a vast number of people suddenly shifted to working online, becoming accustomed to tools like Zoom and Google Meet, and naturally embracing live streaming as a new way to shop. Since people are now comfortable interacting with brands and influencers in real-time online, the popularity of live streaming is expected to continue even after the pandemic. According to a September 2020 GlobalWebIndex survey, 70% of U.S. internet users who regularly watch influencer-led live streams said they are likely to purchase products recommended by influencers.

Reflecting this trend, social media platforms now offer features that allow users to tag products from shops or catalogs before going live. During a live stream, these products are displayed at the bottom of the screen, making it easy for viewers to tap and learn more or make a purchase without interrupting the stream.

6. Messaging

With the integration of in-app messaging and the introduction of chatbots, consumers can connect with brands more easily and instantly. Through WhatsApp or Messenger, consumers can message brands to ask questions, receive support, track shipments, and perform various other purchase-related activities—they can even receive product recommendations and make purchases directly within the chat window. Naturally, many consumers now view social media channels as a primary gateway for communicating with brands, and brands have begun to recognize social media as a platform for providing customer service. In fact, about 33% of consumers have stated that they prefer customer service interactions on social media over phone or email. Thus, social media is increasingly expanding from a platform for product discovery and purchasing into a full-fledged customer service channel.