By: Matt Sonnhalter, Vision Architect
In this five-part series, we are taking a look at the 2022 social trends from Hootsuite. The second macro trend for 2022 is the social advertising trend.
The Social Advertising Trend
Marketers get creative as consumers wise up to social ads
But another more likely reason—and a bigger takeaway for marketers when it comes to advertising anywhere on social—is the fact that these networks encourage advertisers to make content that fits organically into the platforms.
Brands that advertise successfully on these networks understand that audience mindset is key. Simply put, no one wants their experience on any social network interrupted by ads from brands that are as boring as they are self-
Consumers, wise to the sameness of social advertising, are holding brands to a higher standard when it comes to creativity—but they’re also rewarding those that get it right. Brands that want to stand out in 2022 will have to work harder to create ads that mirror and enrich the distinct experience offered by each social network.
Despite historically low budgets, marketers are spending more on social ads
This year, marketing budgets relative to revenue are the lowest they have ever been, according to Gartner’s annual CMO Spend Survey. However, more than half (51.4%) of the marketers that we surveyed said they plan to increase their paid social spend in 2022.
Where do they plan to spend that money? Last year, most of the marketers we spoke to disproportionately pointed at Instagram. This year, investment in Facebook, YouTube and LinkedIn has caught up.
The largest increases in spend relative to last year are going toward TikTok, Pinterest and Snapchat. Marketers are shifting their resources to where they can make the most impact—and, increasingly, that’s on networks that typically haven’t been a priority in the social marketing channel mix.