Insider Intelligence’s Social Media Trends to Watch in 2022

What’s Next for Facebook Advertising, Viral Commerce, Creator Monetization, Social Audio, and Short Videos

Report by Debra Aho Williamson, Blake Droesch, and Jasmine Enberg  | Dec 3, 2021

Insider Intelligence’s Top Trends to Watch in 2022

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Our analysts, forecasters, and researchers worked together to deliver the latest trends in Insider Intelligence’s coverage areas for 2022.

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Table of Contents
Executive Summary
Introduction
Trend: Meta’s US Ad Growth Will Remain Strong Despite Negative Press, Privacy Changes
Trend: Viral Commerce Will Be the ‘It’ Trend in Social Commerce 
Trend: 2022 Will Be the Year of the Micro- and Nano-Influencer
Trend: Social Audio Will Be a One-Hit Wonder
Trend: So Long, Short Videos (but Hello, TikTok)
Read Next
Sources
Media Gallery
About This Report
The company formerly known as Facebook will face its toughest challenges ever, while viral commerce will take center stage, TikTok-style short videos will evolve, and social audio will fade away.
Topics
Social Media Marketing
Mobile Social Media
United States
Table of Contents
Executive Summary
Introduction
Trend: Meta’s US Ad Growth Will Remain Strong Despite Negative Press, Privacy Changes
Trend: Viral Commerce Will Be the ‘It’ Trend in Social Commerce 
Trend: 2022 Will Be the Year of the Micro- and Nano-Influencer
Trend: Social Audio Will Be a One-Hit Wonder
Trend: So Long, Short Videos (but Hello, TikTok)
Read Next
Sources
Media Gallery

Executive Summary

People who design roller coasters could take a few cues from the world of social media. As 2022 approaches, the twists and turns are getting bigger, and the changes are coming fast.

Questions this report covers:

  • Will advertisers leave Facebook because of its many controversies?
  • What will be the “it” trend in social commerce?
  • Which kinds of influencers will be top of mind for marketers?
  • Will Clubhouse and social audio soar—or fade away?
  • What else will TikTok do to disrupt social video?
How Has the Forecast for US Facebook Net Ad Revenues Changed? (billions, 2019-2023)
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KEY STAT: Despite negative press and privacy challenges, Facebook’s US ad revenues will not decline in 2022.

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Table of Contents

  1. Executive Summary
  2. Introduction
  3. Trend: Meta’s US Ad Growth Will Remain Strong Despite Negative Press, Privacy Changes
  4. Trend: Viral Commerce Will Be the ‘It’ Trend in Social Commerce 
  1. Trend: 2022 Will Be the Year of the Micro- and Nano-Influencer
  2. Trend: Social Audio Will Be a One-Hit Wonder
  3. Trend: So Long, Short Videos (but Hello, TikTok)
  4. Read Next
  1. Sources
  2. Media Gallery

Charts in This Report

How Has the Forecast for US Facebook Net Ad Revenues Changed? (billions, 2019-2023)Have US Digital Buyers Made a Purchase via Select Social Media Platforms in the Past Month? (% of respondents, by demographic, Aug 2021)
US Influencer Marketing Spending, 2016-2023 (billions and % change)

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authors

Debra Aho Williamson, Blake Droesch, and Jasmine Enberg

Contributors

Nazmul Islam
Junior Forecasting Analyst