SMM in 2022 will be transformational & effective

SMM in 2022 will be transformational & effective

Social media marketing has grown leaps and bounds in the recent years, and there is no stopping it. Though you get #nofollow links and indirect SEO juice, social platforms help businesses in myriad ways. SMM in 2022 is trending to transformational change and everything looks positive.

Right from getting traffic, branding, customer service and one-to-one interactions with customers, social platforms also help build a sustainable audience that helps boost business. SMM in 2022 is only going to take-off owing to so many technology and AI-based innovations that have enhanced their efficaci.

2022 has a lot in store for social media marketing. Let us check out a few good reasons and what you should do, and why your business should take to social media marketing, seriously.

Customer connect is critical

If not anything, COVID-19 has taught us that guesswork will not cut it anymore. During the pandemic, we did not guess the shortage of housing, electronics or lumber, did we? And, the same pandemic has changed consumer preferences and behavior drastically. This will have a dramatic impact on the economy and ultimately on us marketer’s performance. We, as marketers, have to consider a lot of these changed parameters to assess the customer and customize our marketing strategies to avoid unintended consequences.

A tough ask, but how we market our business will matter, and as a part of it, how we leverage social media will be a game changer. Families that went weekly shopping have stopped doing that and the web-savvy members, usually teens, have taken over the mantle of online shopping. In such a scenario, impulsive buying has risen along with normal shopping. Normal shopping too has changed according to the tastes of the one ordering, and that brings a twist to brand market shares.

smm in 2022

The pandemic has ensured that eCommerce grew big along with consumer shifts. This phenomenon will take sometime to stabilize and come to normalcy, and its impact on marketing has to be assessed internally by businesses.

After assessment, it is critical to stay connected with customers, both past and present, to understand the trends and create successful strategies. This is just the beginning of a sea of change. Stay focussed.

SMM in 2022 needs you to stick to basics

Most business will make the same the same mistakes that they have been making. Changes are necessary to gain post-pandemic customers. Businesses need to pull up their socks and pay attention to a few things that should have been. SMM in 2022 has to be pro-active, not reactive.

  • Make videos a part of your strategy – Customers have been at home too long and the demand for video content has grown by leaps and bounds.
  • Display and discuss product or service pricing on the website. Be transparent. The lackadaisical economy during the pandemic has made the customer more price-sensitive.
  • There is a thin red line between sales and marketing. SMM in 2022 needs that line to vanish. Align them to ensure better co-ordination and conversions.
  • Cut down on meeting that discuss 10 year plans of the metaverse. Plan month on month and keep tweaking the SMM strategy to stabilize your customer-base.

We should keep the foundational pillars of marketing in mind at this stage. It will only improve marketing performance.

Long form content is back

SMM in 2022 is going to see more long form content. Be prepared to plan your collaterals accordingly. Last year (2021) saw a lot of short form content and this will not work anymore. Observe the subtle changes and trends that are happening on the social video front.

smm in 2022

YouTube Shorts, Instagram Reels and TikTok focused on short 15 second message and today they have upped the content length to 60 seconds or 180 seconds.

With Facebook Live Audio Rooms and YouTube supporting Podcasts and Amazon Live Video emerging, it is only clear that long-form social content is back.

Long form content is going to the center stage of SMM in 2022 because social platforms want user to spend more time on them, long form content sells better.

Facebook Ads revamped and niche Facebook experiences gain importance

Messenger ads and lead generation ads on Facebook have improved drastically after the 2021 pixel debacle. The platform is working on constructive advertising. The evolved pixel and a stabler conversation API are going to change the game.

More Facebook users are looking for niche experiences on the platforms and for businesses. It is time to deepen the bonds with customers and build trust. Using Live Audio Rooms, Facebook Groups Facebook Reels and Facebook Live are the best ways to achieve these.

Meta (Facebook) will push short form advertisements, visibility becomes the main famous. Facebook is the largest social platforms user-wise, and it is only wise to embrace the new features to build and sustain business through social commerce and branding.

LinkedIn rolls out ‘Creator Mode’

2021 saw LinkedIn launch the creator mode. If you are looking to LinkedIn as a B2V marketing platform, you just have to turn it on. It gives you myriad options to build your brand and advertise on LinkedIn using original content across the platform.

Creator mode gives you:

  • Access to creator tools as they roll out
  • Publishing a LinkedIn newsletter
  • Access to LinkedIn live
  • A ‘topics you post about’ section on your profile with hashtags
  • Highlighting your posts
  • Converts your account into a follow account

The creator mode is going to see more tool rollouts this year. I foresee LinkedIn provisioning more value for money with these updates. 

The Instagram bandwagon

According to Mr. Adam Mosseri, head of Instagram, people want to see more entertaining videos going into 2022. So, video definitely needs to be a part of your marketing strategy and there are many ways in which we can leverage Instagram for better SMM in 2022.

  • Instagram Reels – Short video platform that can get you the best organic reach. You can have simple videos here to drive brand messages and traffic. This is definitely a game changer going into 2022.
  • Direct Messages – Creating serious conversations is easy with live video chats or video messages. Connecting with leads is very easy using direct messages on Instagram and ensures that we personalized the videos used with messaging.
  • Instagram Live – Instagram Live can host with 3 guests good with the topic chosen. All audience members will get intimations when the live goes live. For 2022, the intended conversations are ‘intimate’. People are looking for such conversations on social media and taking the trend into your fold is good for business.

Instagram is continuously integrating newer features into the platform with amazing pace. With e-commerce and creator tools, Instagram will introduce ‘overwhelm’, although no more details are available at the time of writing this piece.

Instead of using Instagram as a part-time social media tool, businesses should leverage it like a sales tool to get the best out of this social media platform. Instagram is going to be the star of SMM in 2022.

Conclusion…

Social media marketing in 2022 will change rapidly because of the technology driven tools introduced on the platforms in 2021. The trend of introducing more and more features will continue. I recommend businesses to keep track of all these and leverage them as required for great SMM in 2022.

More Digital Marketing trends for 2022.

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AI SMM – AI transforms social media marketing?

AI SMM – AI transforms social media marketing?

Over 2.4 billion people across the globe and about 70% Americans use social media and it is critical that businesses leverage this channel with best marketing practices to shore up their bottom-lines. Be it marketing, support or sales, social media has become a big weapon in the marketing arsenal. It is an invaluable asset in terms of customers interacting with the brand and vice-versa. With millions of tweets, likes, and interactions being generated by the minute, it is impossible for big brands to keep up with the data flow. Human intervention in the form of employees takes the front seat, however, even the biggest of brands have at best, “tiny” social media teams. This is where AI SMM or Artificial intelligence-based social media marketing comes in. The situation today is – a business that ignores the capabilities of AI SMM loses out on a multitude of opportunities.

Automation is the only answer to the deluge of data that is growing by the day. But automation has its limitations and so does a human brain. Crunching huge amounts of data is not a human specialty and talking and interacting with humans is not a strong point of automation, at least not yet. Humans have to prioritize on data crunched by automation software (AI SMM) to create engagement opportunities, so the entire situation becomes symbiotic, where one part is human intellect and the other is artificial intelligence. Let us look at some areas in which AI can transform social media marketing for magical results. This is what we term as AI SMM.

The complement of human intelligence and AI SMM

AI applications and human beings form a complementary team in a social media marketing or SMM process. AI is growing leaps and bounds through extensive research in terms of natural language processing. However, real-time and targeted engagement remains a challenge. Whereas, human beings, on the other hand, are adept at engagement while they fail at crunching massive amounts of data that AI can achieve in seconds. This complementary relationship between AI and the human brain can be put to use effectively when deployed with a well-thought out strategy. AI SMM, fine-tuned, is also capable of removing noise and deliver useful data to an SMM marketer, so that he can be effective and quick in his approach to engage and convert.

Chatbots                                                                           

Chatbots are not only used on website frontends but have also found use in the social media marketing niche. Chatbots are evolving quickly and today they are used to handle smaller customer issues while the bigger ones are delegated to human intervention. This translates to effective use of human potential. Chatbots are equipped to create and handle multiple conversations at the same time and are available 24/7.

The fact that over 60% of customers expect an answer to their complaints in 60 minutes or less is a reality. By deploying chatbots on customer support platforms, they can help keep customers happy and improve retention rates. Not that chatbots will resolve all queries, but they can keep a customer engaged while flagging humans for faster resolution of issues. Chatbots can also prioritize complaints and help boost social media engagement by better customer interaction.

AI SMM
Post intelligence

Artificial intelligence is capable of identifying engagement opportunities on social media.  A business called post intelligence has developed an application called PI that can track social trends in a given niche. The tracking data is then matched to the user’s recent posts and level of engagements thus creating an opportunity to fine-tune or recommend content that can be posted. It also has the capability of generating social media posts. As a social media marketer, you can imagine the possibilities here.

Kosei and Pinterest

Pinterest has acquired a business called Kosei to add to its AI capabilities and predict personalized recommendations for users depending on their interests and search data. Deploying AI SMM, Kosei uses a recommendation modeling algorithm to help Pinterest churn out relevant results.

Bright and LinkedIn

Bright is a job search business acquired by LinkedIn in 2014. Bright used machine learning to match employment opportunities with candidates. The bright algorithm helps LinkedIn to assess hiring patterns, work experience, locational preferences, and other myriad data to score candidates for a given employer. LinkedIn adds a new dimension to its job opportunities section by integrating Bright in addition to its data making it a more focussed hiring portal.

Slack bots

Slack bots throw guesswork out of the window for social media marketers. This AI SMM tool helps them to develop effective posts to promote their brands more effectively while suggesting content. Slack bots are seeing deployment in content marketing too since they are adept at analyzing niche content and suggesting the next steps. In the case of SMM, they analyze the posts on specific social media platforms based on the suggested niche. Slack bots can also predict engagement success rates by comparing your posts to others, especially the promoted ones. In short, they help create effective and focussed social media campaigns by taking out the guesswork.

Facebook and facial recognition

One of the best AI SMM technologies have been deployed by Facebook to engage and enhance customer interaction. Facial recognition saves time on tagging on the Facebook platform. It is still in the early times, but with facial recognition history, Facebook may use the data to deploy the algorithm to suggest products, offers, and places.

Marketing Automation using text mining

AI’s machine learning technology is enabling text mining and it will be very helpful for marketing automation techniques. Text mining algorithms are meant to analyze both, structured as well as unstructured data, analyze, and predict customer behaviour trends. In turn, this will help marketing automation in terms of hyper-personalization which is lacking in today’s marketing strategies. AI SMM can also predict the correct times for social media posting, and will help reach a diverse audience to create maximum impact of social media marketing campaigns.

Social media marketing automation

There are many tools like Buffer, HootSuite, and Co-schedule that can help you automate social media marketing by scheduling posts for a month or more, depending on your SMM strategy. So, what will take weeks can be achieved in a coupled of hours. However, they will not help with interactions or engagements, and human interaction is necessary.

Conclusion

There are many AI solutions out there, but there is no holistic solution that can serve the purpose. It is necessary to choose wisely and ensure that your choices add value to business. They should be deployed to extract holistic, actionable intelligence for the business and not as a solution to a subset of a marketing process. In the case of social media, they should be capable of uncovering insights and should help build customer-centric social media marketing strategy. Using social media automation tools creatively is the secret sauce that CMO’s need to figure out.

For more help on creating an effective AI-based social media strategy, get in touch with us today.

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