The consumer preference in social networkss has changed over time and the pandemic, these are the ones that will dominate in 2022.
The covid-19 pandemic caused people to need to stay at home to avoid the spread of the disease, resulting in a greater number of users connecting to social networks and streaming platforms. According to the study of Digital 2021 carried out in a joint effort by We Are Social and Hootsuite, it is shown that internet users have grown 7.3 percent this year compared to 2020, that is, approximately 60 percent of people around the world already have internet access. This has caused an increase in the presence within social networks, since users within these have reached the figure of 1,200 million people, that is, 53 percent of the world population has at least one of these, representing 490 million more than in 2020. The study of Statista shows the average time that users spend worldwide on social networks, being approximately 2 hours and 25 minutes a day, a figure that changes depending on the country (in Mexico the average is estimated to be 3 hours and 27 minutes).
Although social networks first began as a way in which we could connect with our acquaintances (and strangers) to share our thoughts, lifestyle, achievements, photographs, videos, etc., they have been generating even more importance within of our lives. The networks currently allow us to interact with people who are on the other side of the planet, read news, have fun, find topics that interest us, new passions and even new icons to follow.
Regardless of the benefits that social networks show on a personal level, the arrival of brands to these has shown in recent years the importance of belonging to this digital world in order to interact with consumers, know their way of thinking about our services, aspects to improve, learn from the competition and develop business strategies focused purely on social networks, such as the influencer marketing, social selling and digital marketing.
Different companies choose to use different social networks to achieve its objectives (depending on its products or services) since not any network is as efficient as another. Statista shows in his study the ranking of thes most used social networks worldwide by the professionals of the marketing industry that 94 percent of those who belong to this world choose to carry out their strategies on Facebook, 76 percent on Instagram, 59 percent on LinkedIn, 53 percent on Twitter and 53 percent on YouTube, among others.
Despite this, new social networks have shown their evolution and favoritism by consumers, due to the new consumer experiences they provide, but Which ones will dominate the market in 2022?
Despite the social networks that have been predominant in the market for years, during the pandemic different exploded that managed to position themselves effectively and showing their exponential growth, so if you are not in them, it would be worth getting involved to be able to elaborate new marketing strategies; these are the social networks that will dominate in 2022.
It is not news that Facebook will continue to be the giant of social networks since it continues to be the most used social network in the world with more than 2.2 billion active users per month. Thanks to the fact that this platform is one of the ones with the greatest possibilities of content creation, it will continue to show itself as a leader over the others.
Twitch
This streaming platform has managed to demonstrate its importance within the internet community and its characteristics make it one of the platforms that should be targeted to carry out new marketing strategies. This platform allows us to create different content that was of particular interest to users during the pandemic; Europa Press mentions that this platform has grown by 16.5 percent in the first quarter of 2021, achieving a historical maximum of 6,300 million hours viewed compared to the 1,060 million hours of Facebook Gaming and YouTube Gaming. Its effectiveness lies in the fact that we can enjoy various contents that show us a closer side between influencer and user, achieving greater connectivity by having the opportunity to carry out daily naturalization talks even with soccer stars.
Twitter has been effective in the face of new trends, in addition to its latest updates and future plans with new functions, will allow it to have even more support from the influencer and content creator community, since it will support them with the possibility of monetization ( even with Bitcoins), creation of audio content, in addition to providing financial, technical and marketing support (in addition to their less irritable navigation). Twitter will grow its level of influencers membership during 2022.
TikTok
In accordance with The Social Media Family, TikTok achieved a user increase of 60 percent in 2019, in 2020 the app was already downloaded more than 14 million times and is currently the seventh most used social network in the world. The user has shown his comfort in front of this platform since it is ideal to be entertained for short periods of time due to its short videos, easily viral and showing thousands of people making content that you are looking for; This platform will continue to grow and will become one of the social networks that will dominate during 2022.
The platform most used by influencers worldwide, will continue in trend thanks to its image and video format, where brands and other idols are present. In addition, its reels have shown effectiveness in the acceptance of content, however, this will not have an exponential growth during 2022 unless it opts for some new update.
The social networks that will dominate in 2022 They have one thing in common, they provide an approach with their idols or favorite brands on a more personal level, where we can obtain content that shows more nature, as if it were a friendly conversation. Similarly, those platforms that provide the opportunity to see icons of the moment speaking on a daily basis, such as TikTok and Twitch, will continue to show a significant increase during the following year.