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Marketers miscalculated predictions on social media last year

 

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The world around us is constantly changing, and it is natural for the world of marketing to change with it as well.

Each year, marketers make a set of predictions about the trends and shifts for the coming year. Sometimes we live up to these expectations, other times; The social media marketing landscape surprises us.

 In this article, we will cover 5 social media predictions that marketers got wrong in (2021) and strategies for making better predictions in the future.

5 Wrong Social Media Predictions for 2021

TikTok craze will reach its peak

Despite threats of a ban on TikTok in the United States, and in fact, it is banned in India, TikTok continues to defy the odds and grow at a steady rate. In fact, the application achieved a remarkable achievement at the end of the year (2021), there are one billion monthly active users.

Despite the huge popularity of TikTok, some marketers have rejected TikTok completely, not finding it a suitable platform for brands, just for fun.

However, it is a viable option for brands that want to get creative with their digital marketing. So much so that TikTok for Business was launched in 2021, allowing marketers to create and manage ad campaigns on the platform.

According to a HubSpot Blog survey of more than 1,000 marketers, 85% indicated that short videos (such as those on Tik Tok) are the most effective social media platform format in (2021). In fact; More than half of marketers (52%) plan to invest more in TikTok this year.

Do not worry! It's not too late to take advantage of Tik Tok in 2022. Check out this helpful guide on how to get started. 

 

Facebook will decline and become obsolete

Most of us have heard rumors and jokes about an aging Facebook audience, and there is some truth to that.

A recent study found that Snapchat, Instagram, and Tik Tok were the preferred platforms for Generation Z, while Facebook ranked sixth.

But we can't write off Facebook yet. It still attracts more than (1.5) billion daily active users, making it the most popular social media platform worldwide. This platform largely dominates with millennials, the largest demographic across the platform.

When it comes to social media marketing, Facebook has a lot of power. According to a HubSpot Blog poll of more than 1,000 marketers, Facebook topped the pack as the platform with the highest return on investment and highest engagement in the year (2021).

Not surprisingly, 25% of social media marketers plan to invest more in social media than any other platform in (2022).

From these statistics alone, it is clear that Facebook is still a thriving digital advertising business. With its constant expansion in; Live video, along with Facebook Stores and Stories, marketers can also try out new ad formats in one central location. 

 

Tik Tok will become the preferred platform for influencer marketing.

Despite the popularity of this platform, when it comes to influencer marketing in (2021), TikTok has failed!

Instead, the title is fitting for Instagram, which has been labeled the preferred platform for making deals with influencers. Significantly (97%) of marketers plan to increase their investment in influencer marketing on Instagram this year.

The survey, conducted by the HubSpot Blog, also revealed that; Influencer marketing is the most popular trend with the biggest ROI in (2021). The most notable reason for this rise is the increase in small influencers. Micro-influencers offer smaller but more engaged audiences without paying a high price for a celebrity, making this type of marketing accessible to a variety of brands.

 

Voice chat rooms will bring a huge return on investment

The year (2021) saw a wave of live audio applications, including ( Clubhouse ) and (Twitter Spaces). It piqued our interest, was it a viable marketing channel? Can this content be spread?

Turns out the voice chat rooms were great for sharing but not so much for the ROI. According to the same poll, it was found that (Clubhouse) is at the bottom of the list concerning the return on investment. Furthermore, 15% of marketers plan to reduce their investment in voice chat rooms this year.

However, despite the low ROI, many marketers report high participation rates.

So, if your social media marketing goals are to boost engagement and brand awareness, these voice apps may be the secret ingredient. In fact, (44%) of marketers plan to take advantage of podcasts and audio content for the first time this year.

Remote events will lose steam when we return to the workplace.

Most people thought the workforce would finally return to the office in (2021). But this expectation was a bit premature.

Instead, many workplaces have adopted a blended work model, where employees can work in the office or remotely. This could become a permanent arrangement for companies, as (51%) of organizations are considering transitioning to mixed work in a post-coronavirus world.

As a result, remote and mixed events are here to stay, and marketers must adapt to them. (64%) of marketers plan to increase their investments in live video and streaming, such as Facebook Live, Instagram Live, and YouTube Live, in 2022.

How to make better predictions for social media marketing

In marketing, trends move at the speed of light. As marketers, it is essential to make predictions to prepare ourselves for the future.

Here, let's cover three ways to make better social media marketing predictions:

• Stay up-to-date: The Great Predictor keeps abreast of all new trends and technologies.
• When making social media predictions, staying informed in small, but frequent fits is better than rushing out once at the end of the year.
• Unleash a wide net: Find a variety of sources to tell you. In doing so, you are more likely to get an overall view of the current situation.
• Furthermore, you may discover contradictory information, which may require a second look.
• Know your biases: We all have biases, and acknowledging them is half the battle.

Confirmation bias, in particular, can greatly affect how we make predictions. This is the tendency to interpret new evidence as confirmation of a belief that the matter already exists. To prevent this, you will need to seek out different perspectives that challenge your assumptions.
It is also important not to jump to conclusions, creating a false image of the marketing landscape .

Conclusion

The only constant in the world of marketing is changing. As a social media marketer, the best thing you can do is stay up to date on trends and technology, research new opinions and perspectives, and identify trends in your marketing.

reviewer 

Hubspot