This year saw the development of new players in the world of social media. TikTok, Snapchat, and Pinterest are gaining attention amongst marketers. And in light associated with so much growth, 2022 will likely challenge marketers to diversify and get more creative along with how they do social advertising.
This week, Stone Content will begin to publish a series of articles plus interviews about key developments in social media in 2022 to help you plan for the year forward. This content has been created in partnership with Hootsuite , and is focused on the results of their Social Trends 2022 report, by which they interviewed 18, a hundred marketers and interviewed experts from around the industry.
This particular first article is about probably the most interesting findings in the report: emerging social channels are usually challenging marketers to get more innovative with social ads.
Hootsute’s study shows the recognized effectiveness of Snapchat (+1, 200%), TikTok (+700%), plus Pinterest (+140%) for advertising skyrocketed among marketers.
Just take a look at the comparison between this and last year’s responses to the question “What social platforms do you consider the most effective for reaching your company goals? ”
TikTok is making a huge sound
TikTok reached 1 billion users within September and it is expected to grow to 1 . 5 billion in the next year . It is becoming dominant among the younger generation with an enjoyment feed that showcases users’ friends, idols, and influencers in creative video scenarios, like dancing and producing jokes.
According to Forrester , 63% of US Gen Z youth (ages 12–17) use TikTok. A year ago, that number was 50 percent. And Snapchat, which we will discuss soon, retained its user base at 54% between 2020 and 2021. Take a look:
Snapchat plus Pinterest are also shining!
Because TikTok continues to grow, two other platforms have shown considerable development during the past two years: Snapchat and Pinterest.
What do they have in common? They both contend that the greatest advertising is more organic plus appears natural within users’ feeds.
Snapchat was launched in the middle of the last decade. It is a mobile app exactly where users can share photos, videos, and educational content. This platform is many used by the Generation Z demographic. The service continues to be growing for a price of 20% quarter more than quarter .
Pinterest was launched more than ten years ago and it also continues to specialize in inspirational content. Pinterest’s user base aligns with those that seek curated decor, design, and lifestyle influences. It’s a system on which content is easily shareable between other Pinterest users and across other social networking channels. So , like Google, the search feature is definitely integral to the platform’s achievement.
This characteristic is what led to Pinterest’s growth during the outbreak. As people were in lockdown, they started to use shop more online. And, when they couldn’t visit physical shops, Pinterest brought them an internet alternative. The social media services grew by 100 mil users.
Make content, not really ads!
TikTok, Snapchat plus Pinterest have a huge focus on articles in common, particularly when it comes to advertising. TikTok’s tagline for their advertising arm is “Don’t create ads. Make TikToks. ”.
Pinterest encourages advertisers to “Stop interrupting. Begin inspiring. ”.
Snapchat wants brands to “Become part of Snapchatters’ everyday conversations. ”.
Of course , TikTok, Snapchat, and Pinterest have compensated ad platforms that can boost the reach advertisers’ content. Their discourse, however , encourages manufacturers to be part of the conversation.
At Rock and roll Content , we think that content is an incredible strategy for marketing. In the US, for example, 70% of the people choose to get information about a company or product from content, according to Demand Metric .
When these types of emerging social media networks request brands to create a conversation, these people look for natural interaction, as an influencer participating in some subsidized challenge on TikTok, or even a brand sponsoring sofas upon Pinterest while the users look for inspirational home decor.
There are some brand names doing a good job with their a lot more native content:
On Twitter, the NBA concentrates on news. On TikTok, the league chooses comedy and memes.
The fast-food company wanted to increase awareness about its new sandwich and, using emojis on Snapchat, their reach grew 25% .
The supermarkets’ chain uses its Pinterest account to share recipes that could be made with products sold in the stores. The channel can be divided by seasons, components, and occasions.
Want to get started?
Consider what people are doing inside the channel on which your market is present. The success of all content material marketing depends on balancing your brand and audience’s passions.
Want to get more tips about how to implement your social technique? I suggest you access Hootsuite ’s Social Trends 2022 report. You can also take a look at the other trends on the incredible interactive experience that they released.
Next week, in this special series, we are going to discuss how brands are working with creators to improve their audience, build rely on, and grow awareness. Help you there!
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