Search Engine Journal recently published an intriguing article detailing social media marketing predictions from experts. The article noted that Snapchat grew revenue 57 percent year-over-year (YOY), achieving its first billion-dollar quarter, and increasing daily active users to more than 300 million. The iOS14 update worked for Apple’s advertising business while Twitter launched a suite of premium features, and added a new monetization option called Super Follow, among other updates.
Rediscovery of YouTube
Greg Jarboe, president and co-founder of SEO-PR and author of ‘YouTube and Video Marketing’, said that the average reach for an organic Facebook post is 5.2 percent and the average engagement rate is 0.25 percent. The result is many people looking for alternative platforms. While TikTok just reached 1 billion active monthly users worldwide, YouTube has more than 2 billion active monthly users. So expect YouTube to get a big bounce in interest in the near future as more people realize that eMarketer estimates that YouTube had 113.1 million US viewers in 2020 and that will increase to 130.8 million in 2022.
Angie Nikoleychuk, Content Marketing Manager at Search Engine Journal, said that advancements in and the increased accessibility of AI, higher-quality data, increased digital ad spend (an estimated increase of 12.7 percent in 2021 and as much as 49 percent increase in some areas), and a looming cookie-less world is driving personalization and segmentation. Nikoleychuk said brands will go beyond basic details like marital status, music, and movie preferences to far more granular and usable formats. She speculated that content creators may focus more on language choice differences used during work vs. learning vs. entertainment-related tasks, as well as content consumption habits. Nikoleychuk highlighted programs such as Mnemonic AI and Delve, which identify many persona traits and are well on the way to identifying the more granular patterns.
Tim Jensen, Campaign Manager at Clix Marketing, said marketers will need to adapt to the reality of less clear attribution and consider social as part of a holistic media strategy vs. tying results directly to one social platform as social platforms continue to face privacy and tracking challenges. He believes these changes could lead to increasing diversity of media budgets across platforms when more marketers realize that previously more reliable channels like Facebook can have instability in advertising costs and consistency results, and as newer channels like TikTok continue to gain market share.
Fine-Tuning Paid Social Bidding Algorithms
Amy Bishop, Owner & Marketing Consultant at Cultivative, LLC, said 2022 will be a year of adjusting and experimenting with data modeling to improve reporting and bidding models. She expects improvements in performance as the bidding models algorithms are fine-tuned to work in a more privacy-first world with more data ambiguity. She also predicted seeing the platforms experimenting with more ways to keep folks on-site, in order to improve conversion rates and increase focus on first-party data, hopefully giving marketers new opportunities to test and expand with better data to rely on.
Growing Social Trends
Ilya Cherepakhin, Enterprise Consulting Manager at MightyHive, expected further momentum with four social media trends. First, he expected a greater push for (and hopefully, more progress with) content management by social platforms. Then paid social offerings would be leveraged more comprehensively across the full user journey. He noted that social platforms have also invested more into solutions and third-party partnerships to better support advertising across an entire user journey. A third trend is diversification of social media strategy away from Facebook with advertisers investing more resources into other platforms. And the fourth trend is a greater shift of social media platforms towards AR and metaverse features.
Data Connections Used to Bypass Cookie
Justin Lugbill, VP of Advertising at Closed Loop, said ad platform connection with CRMs and CDPs will be the default. He wrote that with iOS 14.5 and a cookieless future inevitable, connecting data will enable advertisers to bypass the cookie and connect their data directly with the social platforms they are advertising on.
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