Meltwater, a world leader in media intelligence and social analysis, unveils its State of Social Media 2022 report.
Since the start of the pandemic, social media have taken a central place in our way of communicating and have established themselves as the main platforms for interacting, whether with friends but also with brands. Indeed, today social media have become essential communication tools for companies regardless of the sector of activity. Meltwater wanted to take stock of the strategy adopted by companies for the year 2022. In order to obtain a complete analysis, the company interviewed more than 3,000 marketing and communication professionals (B2B, B2C and NGOs ) in the world.
In 2022, video content remains a staple and TikTok is the center of attention. In fact, 40% of respondents say they expect TikTok to be used in 2022, making it by far the fastest growing channel.
Among the most used social media in Europe and America, the big six (Facebook, Twitter, Instagram, TikTok, LinkedIn and YouTube) dominate. Instagram (82%) notably overtook YouTube (74%) quite significantly and, interestingly, LinkedIn (89%) has become a social network used by B2B, B2C and NGO organizations.
What social media channel (s) does your organization use?
In France, if the growth of TikTok is also significant (36%), it remains however slightly lower than the world average (40%). However, its growth is extremely strong in B2C: almost one in two brands plans to integrate TikTok into its strategy in 2022 (47%). In B2B, it is rather 27% of companies.
In France, the most used social media are also Facebook, Twitter, Instagram, LinkedIn, YouTube and… not TikTok but Pinterest (nearly 20%)! LinkedIn is one of the networks most used by marketing professionals in France (nearly 90%).
What social media channel (s) does your organization use?
57% of respondents say that social media is more important for their organization since the Covid-19.
On average, 26% of the total marketing budget is invested in social media.
In conclusion, social media has found its place in the marketing and communication mix. According to the results of the Meltwater survey, the role of paid and organic social media will increase in 2022 and the COVID-19 pandemic has something to do with it. The lack of face-to-face interaction has created new possibilities for virtual connection that are conducive to the improvement and growth of social media (new or existing). The majority of organizations are present on at least four platforms on average. This implies having to keep pace with developments on several channels simultaneously.
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