Social Media in 2022
To help you choose which social media venues are going to be right for your brand this year, here are our choices for the top social media sites you should care about in 2022.
YouTube hails as the world’s first most popular search engine today, right after its parent company, Google. If your business could benefit from having video tutorials or walkthroughs, visually-driven instructional content, product reviews, or interviews, then this social media platform is a must for getting their more than 2 billion monthly users.
Who’s on YouTube (and Why): A whopping 73% of U.S. adults report regularly operating YouTube, with a heavy concentration in the age range of 15 to 34 years old. YouTube is broadly popular amongst both men and women, and usage tends to go up alongside income and level of education.
You Should Prioritize YouTube if: Your audience is below the age of 50 and consumes video content as a means of either education or entertainment.
The Scope that Works Best on YouTube: Video only. Depending upon your type of business and who your audience is, both long-form and short-form video content can work extremely well on this platform. Most viewers tune in for a variety of education and entertainment, so whether you’re teaching your audience about emerging marketing tactics or streaming video gameplay, work hard to retain their attention throughout your videos. You might also consider tapping into popular YouTube trends like unboxing videos (especially if you rep a physical product) and “with me” content that takes viewers along with you for the ride.
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Who’s on Instagram (and Why): Instagram has become one of the most popular social media platforms for teens and young adults, primarily in the U.S. Use of the app slowly drops off with age but stays consistent across both men and women, so if your customers are under 40, then Instagram can’t be ignored.
Long the home of influencers, brands, bloggers, small business owners, friends, and everyone in between, Instagram has topped well over 1 billion monthly users. If you’re wondering whether a meaningful segment of your audience spends time on the platform, the answer is almost surely a resounding yes.
The Content that Works Best on Instagram: Beautiful photography, stunning visuals, unique designs, a selfie-style video that speaks directly to your audience, and a cohesive theme to your content will help you stand out on Instagram.
You Should Prioritize Instagram if Your target audience is under the age of 40, you run a lifestyle, eCommerce, or photography business.
The Content that Works Best on Facebook: The better interesting, engaging, or even polarizing your content is, the more likely it is to go viral on Facebook. Trust heavily on short videos, eye-catching images, and attention-grabbing headlines to attract an audience. For Facebook groups, interactive content and conversation-starters are the way to go. View live streams and polls.
With nearly 2.5 billion monthly users, Facebook is hands down the biggest social media site in the world. While that practically provides at least some of your audience regularly using the platform, it’s developed a rather negative reputation amongst younger users that are increasingly turning to other alternative sites.
Regardless, if your brand stands to benefit from sharing industry-related news, engaging (short-form) videos, graphics, and other visually attractive content—especially if your primary audience is exceeding the age of 30—then consider having a presence on Facebook. You strength also consider leveraging Facebook groups to gather your customers or community in one place online. Facebook groups, unlike Facebook business pages, aren’t for advertising, but they can be helpful in creating conversation.
Who’s on Facebook (and Why): 68% of U.S. adults report using Facebook, with 51% saying they’re active multiple times daily. Usage is spread pretty evenly amongst males and females, while users tend to get increasingly active as age increases (especially beyond the 40+ year old demographic).
Who’s on Twitter (and Why): 63% of Twitter users are between the ages of 35 and 65, with males making up nearly two-thirds of those people.
While Twitter’s monthly operational user numbers have hovered consistently around 300 million for a while now, a whopping 40% of those users are active on the site many times daily, telling that if your audience uses the platform, they’re likely very active. The popularity of this social media site remains high amongst tech-savvy users and is particularly active in B2B verticals related to business, marketing and politics today.
The Content that Works Best on Twitter: Twitter has become a very popular medium to communicate breaking news, digest bite-sized content, and communicate directly with your users in real-time. Videos and images tend to stand out best, but a well-timed written tweet still works wonders if you’re hopping on trending topics and are particularly witty.
You Should Prioritize Twitter if: Your audience skews toward the demographic of mature males between the ages of 30 and 60. Experiment with a combination of content types ranging from educational videos to gripping visuals and discussion threads that offer advice and opinions.
Who’s on TikTok (and Why): Around 50% of TikTok’s audience is under the age of 35 in the U.S., with the prevalence of that audience concentrated amongst those between the ages of 16 to 24.
This new kid on the league is less than two years old but acquired over 1 billion downloads of its video-based app during its first year of procedure. Today, TikTok reportedly sees over 800 million monthly users, which instantly places it among the top social media platforms in the world in terms of sheer user figures.
You Should Prioritize TikTok if: You want to reach (and entertain) a young audience with fun video-based content that doesn’t often have a direct connection to your products or services. Being overly self-promotional on this platform won’t build you a loyal following, so be prepared to take the approach of entertaining first.
Who’s on Pinterest (and Why): With over 320 million monthly users, Pinterest boasts one of the most concentrated audiences of women among all social media sites. Nearly 80% of their users are female, with a heavy concentration amongst millennials.
You Should Prioritize Pinterest if Your audience consists predominantly of adult women, your business is related to lifestyle, fashion, decorating, or DIY.
The Content that Works Best on Pinterest: Vertically-formatted images do best on this platform, due largely to the browsing experience users are presented with. Polished imagery with clear copy that conveys what the Pinner will see if they click through performs best. Numbers, lists, and quotes should be a big part of your strategy here.
Who’s on Snapchat (and Why): Young adults between the ages of 18 and 24 make up a huge 78% of active users who participate in the platform’s over 14 billion daily video views. Users tend to skew slightly more toward females, with the majority accessing the app daily.
The Content that Works Best on Snapchat: Video-driven storytelling. If you have a knack for creating compelling (usually selfie-style) short videos that can entertain & educate a young audience, then Snapchat is a no-brainer platform for you to form connections with your customers.
Despite seeming to lose some ground to competitor social media platforms like Instagram and TikTok, Snapchat still remains one of the most heavily used apps with the under 25 years of age demographic—boasting over 300 million monthly users in recent months. Most Snapchat users frequent the app in order to share updates and communicate with friends and family through disappearing images and short video messages.