by Christine Wetzler

Christine is a member of Forbes’ agency council and occasionally speaks in their expert panels. This article is the results of a panel and appears on Forbes.

13 Social Media Trends For Brand Builders To Consider In 2022

A lot goes into building a brand beyond choosing a logo and colors that represent the business. Creating a strong brand is all about influencing what consumers think about your offerings and your company, and social media can be an incredibly powerful tool for shaping their perception.

Although brand building can be a time-consuming and expensive endeavor, if you don’t make it a priority, the aura that surrounds your company and its services or products will form without your input—or not at all. Instead, read the advice members of Forbes Agency Council offer below to learn about social media trends that can help you establish a digital presence that not only makes your target audience aware of your brand but also creates trust in your ability to solve their problems.

1. Reaching Out To Influencers

Even in B2B, if you reach out to influencers organically and make it a regular part of your PR efforts, it can be a very strong tool for building credibility in the industry. Remember, “influencer” simply means someone with a platform, not necessarily someone employed to create content online. – Christine Wetzler, Pietryla PR

2. Connecting Online Shops With Social Media Accounts

Social media has become an increasingly popular e-commerce outlet, which is great news for marketers focusing on branding. By connecting your online shop with your social media accounts, you can turn your business’ profile into a central hub for promoting your brand and selling products. Eliminating the need to visit a third-party website to shop keeps consumers immersed in your brand for longer. – Adam Binder, Creative Click Media

3. Focusing On Results-Driven Advertising Strategies

One social media trend that marketers and brands should consider for the coming year is focusing on results-driven social media advertising strategies. Social media channels allow brands to put their creative content in front of their ideal clients using paid advertising, which can help significantly add to a brand’s overall revenue and profits. – Jonathan Durante, Expandify Marketing Inc

4. Sharing Short-Form Video Content On Social Media

Any marketer who is working on brand building should take advantage of the popularity of short-form video content on social media. Bite-size content shared on channels such as TikTok, YouTube Shorts or Instagram Stories can be used to engage with customers in a short period of time while still maintaining your brand’s voice and messaging goals. – Donna Robinson, Collective Measures

5. Breaking Long-Form Content Into Micro-Content

Produce long-form content using either video, podcasting or blogging and post it in the appropriate channels. Then, break the long-form content into micro-content and distribute that micro-content throughout the appropriate channels. Work hard one time, then distribute your content in bite-size pieces that lead back to the long-form content or create other, deeper connections. – Jason Wilson, Strategy, LLC

6. Examining Relevant Public Data To Drive Content

A small but growing trend in social media is content driven by public data sources. The space for content driven by entertainment or opinion is very crowded. As such, it can be difficult for a brand to stand out. Brands can separate themselves from all of that noise by examining public data that is in line with their product. This science-based approach can create unique opportunities. – Roger Hurni, Off Madison Ave

7. Utilizing Facebook Advertising

For the overall reach it offers, you can’t beat Facebook advertising. Using this platform, brands can truly reach all of their audiences. It also provides insights that allow you to track conversions. – Laura Cole, Vivial

8. Hopping On Trends With Social Media Content

Companies building their brand should focus on creating trending content in their own way. Take trends and make them your own. While it may not be the content you want to post from your latest and greatest photo shoot, you can utilize trends to your benefit by manipulating them to focus on your messaging. Hopping on a trend gives companies a faster way to go viral and grow a brand. – Marilyn Cowley, PREM – PR & Social

9. Leveraging Video And Paid Social Media Ads

In the B2B space, social video has not been leveraged to the level that it has been in the B2C space. Facebook also continues to provide a great ROI in terms of paid social media ad spend. Utilizing those two tactics can put a firm ahead of the crowd in 2022. – Scott Miraglia, Elevation Marketing

10. Keeping Your Content Bite-Size

Individuals scrolling through their news feeds are watching short video clips and image-based infographics. Media reels on Instagram, Snapchat and Facebook let you promote new products or services in a way that fits your audience’s attention span in a fast-paced world. – Hannah Trivette, NUVEW Web Solutions

11. Running Aggressive Retargeting Ads

Today, every social media platform has an advertising platform of its own. Posting great content on social media platforms without advertising these days is like dancing inside a dark room—no one gets to watch! To get your target audience to remember your brand, you need to chase them multiple times a day with your remarketing campaigns. – Ajay Prasad, GMR Web Team

12. Building Community Around A Brand’s Purpose

Social media helps consumers see what they need to think about a brand by watching what friends and influencers say about it. So, while the wrong move can get a brand “canceled,” the upside is that committing to causes that resonate with the brand and its core consumers can help build the brand on social media through the power of community. – Hamutal Schieber, Schieber Research

13. Leveraging Leaders As Extensions Of A Brand To Humanize It

An emerging trend with a strong social presence is leveraging your C-suite and senior leadership as extensions of your brand. This multi-pronged approach creates greater authenticity, allowing for a diverse and inclusive approach that humanizes your brand. – Albert Moufarrij, MACH9

Top