Which social media platform will your business focus on in 2022?
TikTok is currently an application, although it is probably not suitable for all brands, while Facebook seems to have lost some of its luster, and Instagram remains extremely popular.
We recently published a survey on LinkedIn to find out which platforms our marketing audiences would like to use more during the year, which provides some interesting notes on how companies are approaching their 2022 strategies.
As you can see here, LinkedIn is welcome in first place, garnering 43% of the vote. Which highlights LinkedIn’s marketing capabilities – but as some of our readers have noted, there’s a pretty significant platform bias in these surveys, with the platform you’re posting on mostly favored by the results.
We put this to the test by posting the same survey on Twitter – which, it’s worth noting, doesn’t include Twitter as an option.
It is also worth noting that the number of responses varies significantly – the LinkedIn poll generated over 2,100 responses, while Twitter’s only 230.
But still, there are some interesting trends to note, with Facebook backing down in terms of stated priority, and TikTok also considering less, based on these responses.
Given the potential bias of the platform, Instagram seems to be the overall leader in marketing focus that goes into the year – which, again, is a bit strange given the rise and rise of TikTok, which seems to be a higher priority, based on its use and cultural impact.
But again, as mentioned, TikTok promotions are not for everyone, and for now you can reach a much wider audience at IG. You can also reach it on Facebook, which is still the most used platform by far, and on several demographic subsets. Maybe Facebook just isn’t cool anymore or retailers are unhappy with the app’s declining results.
In any case, if these answers are really correct, and Facebook becomes a lower priority, it could also open up new opportunities to reach your target audience in the app, as fewer advertisers focusing on it could mean less competition for attention, which it will be something to look out for throughout the year.
Although at the same time, giving higher priority to one application does not necessarily mean rejecting priority to others.
It is interesting to assess where marketing professionals are looking and how many different applications are in trend in terms of business priority. We will strive to continue to conduct surveys on various elements throughout the year to gain insight into various aspects of social media marketing to help guide your industry-based approach.
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