How to Build Your Social Media Marketing Strategy for 2022.

Social media marketing is one of the most important tools in a company's marketing arsenal. It gives businesses and brands the opportunity to interact directly with customers and prospects, build a community around their brand, and drive awareness for services or products.
Marketing strategy
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The ever-changing world of digital marketing is almost impossible to keep up with, but that’s a good thing! The more you know about what the future holds for marketers, the better. It makes it easier to be prepared and anticipate change. This year is your time to come together and discuss what you believe will be the biggest changes in social media marketing in 2022.

Social media marketing in 2022 will be focused on mobile, video, and micro-moments. It’s a very exciting time for marketers to keep up with the industry.

Mobile is growing at a tremendous rate. In fact, 91% of all online activity now happens on mobile devices. Social networks are also becoming more visual as video continues to grow as an essential part of social media.

Video will continue to play a bigger role in our lives; expect it to become even more prevalent in social media marketing planning over the next few years.

Social Media Marketing is a very dynamic platform that requires constant tweaking based on the ever-changing landscape. In 2022, the strategies for social media marketing will be very different from what they are today.

One of the main differences in 2022 will be the growth of new platforms. By 2022, it is predicted that WeChat and Line will overtake Facebook as the most popular social media platform. These platforms have already shown an upward trend in China and Japan, with 600 million users between them.

Furthermore, it is predicted that virtual reality will become even more popular than traditional social media platforms like Facebook and Twitter.

Whether you’re totally new to social or want to double-check your priorities in 2022, this guide has you covered.

  1. Set goals that make sense for your business
  2. Take time to research your target audience
  3. Establish your most important metrics and KPIs
  4. Create (and curate) engaging social content
  5. Make your social presence as timely as possible
  6. Assess what’s working, what isn’t and how to keep improving
  7. Bring other departments into the mix

1. Set goals that make sense for your business

Everyone wants to go into social media marketing because they think that it is easy and you can make thousands of dollars easily. This is completely untrue. In fact, if you are not setting goals then you are wasting your time. The most important thing that you need to do is set goals. The goals will help you stay on track and reach your success faster!

Setting goals is a good idea, but the advice that many people give out doesn’t work for all companies. You can’t just set a goal and expect it to be achieved. You have to know what your target audience wants, and figure out how to deliver it.

One of the biggest mistakes that businesses make is setting unrealistic goals. If you don’t have enough money to reach your goal, then you won’t get there. It’s important to set goals in whatever way makes sense for your business.

Below are some sample goals that businesses of all shapes and sizes can pursue.

Increase brand awareness. This means getting your name out there. To create authentic and lasting brand awareness, avoid solely publishing promotional messages. Instead, focus on content that emphasizes your personality and values first.

Generate leads and sales. Whether online, in-store, or directly through your social profiles, followers don’t make purchases by accident.  For example, are you about alerting customers about new products and promos? Are you integrating your product catalog into your social profiles? Are you running exclusive deals for followers?

Grow your brand’s audience. Bringing new followers into the fold means finding ways to introduce your brand to folks who haven’t heard of you before.

Growing your audience also means discovering conversations around your business and the industry that matter the most. Digging through your social channels is nearly impossible without monitoring or listening for specific keywords, phrases, or hashtags. Having a pulse on these conversations helps you expand your core audience (and reach adjacent audiences) much faster.

Boost community engagement. Index data shows that 46% of consumers think brands that engage their audience are best in class on social, so it pays to explore new ways to grab the attention of your current followers.  This means experimenting with messaging and content. For example, does your brand promote user-generated content and hashtags?

Even something as simple as asking a question can increase your engagement rate. Your customers can be your best cheerleaders, but only if you’re giving them something to do.

Drive traffic to your site. Simple enough. If you’re laser-focused on generating leads or traffic to your website, social media can make it happen. Whether through promotional posts or social ads, keeping an eye on conversions and URL clicks can help you better determine your ROI from social media.

2. Take time to research your target audience

It is a common misconception that because businesses sell products to consumers, they can understand their customers better than non-businesses. In reality, this is not the case. Businesses often make poor assumptions about the people who consume the products they sell for various reasons.

For example, shoppers tend to be loyal and willing to buy from a company that provides great service. However, businesses often see this as a signal of how much money a customer will spend on the product. This is just one example of how business owners are often wrong about their customers, which can lead to trouble when it comes to marketing.

Target audience research is key to creating a successful marketing campaign. When you have a good handle on who to market to, the success of your campaigns will depend on your execution.

Take the time to understand what your target audience wants and doesn’t want. This will give you a competitive advantage in the marketplace because no one else is addressing your audience’s needs.

A good way of doing this is by using Google Trends. This tool allows you to see which keywords are popular around certain topics.

Remember: different platforms attract different audiences

Take today’s social media demographics, for example. These numbers speak directly to which networks your brand should approach and what types of content to publish. Here are some key takeaways for your 2022 social media marketing strategy:

  • Facebook and YouTube are both prime places for ads due in part to their high-earning user bases.
  • The top social networks among Millennials and Gen Z are Instagram and YouTube, signaling the strength of bold, eye-popping content that oozes with personality.
  • Women vastly outnumber men on Pinterest, which is noted to boast the highest average order value for social shoppers.
  • LinkedIn’s user base is well-educated, making it a hub for in-depth, industry-specific content that might be more niche than what you see on Facebook or Twitter.

3. Establish your most important metrics and KPIs

Most small business owners don’t pay attention to the metrics behind their social media presence. They post something and then move on. The problem with this approach is that it results in a lot of wasted time and effort.

The first thing you should do is determine what your most important metrics are. You can’t know whether or not you’re succeeding unless you have a set of metrics to monitor your performance against.

Once you know what the most important metrics are, create a KPI (Key Performance Indicator) for each one.

KPI stands for Key Performance Indicators, and it’s a measurement of your business that helps tell the story of how it is doing. It is usually something that can be tracked and measured on a regular basis. For example, if you are a blogger and want to know if your content marketing efforts are working, you could track the number of blog traffic that comes from social media sources.

With the right metrics in place, it will be easier to tell if your strategies are working or not. If they aren’t, you can adjust them or change them altogether.

What metrics are we talking about?

  • Reach. Post reach is the number of unique users who saw your post. How much of your content actually reaches users’ feeds?
  • Clicks. This is the number of clicks on your content or account. Tracking clicks per campaign is essential to understand what drives curiosity or encourages people to buy.
  • Engagement. The total number of social interactions divided by the number of impressions. This sheds light on how well your audience perceives you and their willingness to interact.
  • Hashtag performance. What were your most-used hashtags? Which hashtags were most associated with your brand? Having these answers can help shape the focus of your content going forward.
social media marketing strategy
  • Organic and paid likes: Beyond a standard Like count, these interactions are attributed to paid or organic content. Given how much harder organic engagement is to gain, many brands turn to ads. Knowing these differences can help you budget both your ad spend and the time you invest in different formats.
  • Sentiment. This is the measurement of how users react to your content, brand or hashtag. Did customers find your recent campaign offensive? What type of sentiment do people associate with your campaign hashtag? It’s always better to dig deeper and find out how people talk or feel about your brand.

4. Create (and curate) engaging social content

Social media is an excellent platform for companies to get their content in front of new eyes. It’s also a fantastic way to encourage engagement with existing customers and re-engage those that abandoned their shopping carts. That’s why so many businesses are starting social media accounts, but only a select few are actually making the most of them.

Engagement on social media has been declining, with a drop from 16% in 2015 to just 11% in 2016. This means that brands are getting less and less of their content shared on social media. The only way for brands to get their content shared is to create engaging social content.

If you want people to share your content on social media, you need to give them something worth sharing. Simple as that.

5. Make your social presence as timely as possible

In a recent study by Sprout Social, it was found that 78% of consumers feel “more positive about a brand when they can interact with the brand via social.”

One of the main reasons for this finding is that audiences are more engaged when they feel like a brand is listening to them and responding to their needs.

In order to do this, companies have been able to master the art of replying in real-time as well as monitoring their own brand mentions.

If you’re just getting started with social media, chances are you’ve already discovered that there is a lot of noise out there. And if you’re also like most people, you might be struggling to get your social media posts seen.

Even if you have been able to find some success on social media, chances are it has been difficult to keep up with the ever-changing algorithms and trends.

Social Media Examiner recently released an article about how to use social media to get more leads.

6. Assess what’s working, what isn’t and how to keep improving

It’s important to know your online presence is constantly evolving, and so are the customers you serve. Businesses need to be able to adjust quickly to changes in their customer base. With the right tools, you can create a data-driven strategy that puts your business at the heart of every decision.

There’s not enough time in the day for a business owner to do everything, which means they have to rely on other people’s expertise. By using a data-driven approach, businesses can make better decisions and increase their chances of success.

Your website isn’t a static entity. It’s a living, breathing thing that needs constant attention and care to grow and thrive.

There are three basic rules for making your site better:

1. Keep an eye on what works and what doesn’t.

2. Be sure to focus on the underlying reasons why something worked or didn’t work.

3. Once you know what works, replicate it and scale it up.

7. Bring other departments into the mix

Social media is a great tool for building awareness and interacting with customers, and it’s certainly a powerful tool for brand management. However, social media marketing has become so complex that marketers need to look outside the normal marketing channels to keep up with the ever-changing landscape.

Marketers should be bringing in their colleagues from other departments such as product, customer service, sales, and even accounting. The goal is to create a marketing strategy that is not only optimized for social media but also can be easily understood by the right people across the company, who are able to execute on it.

Social media isn’t just a marketing department game. It’s a company game. That’s why it’s important to involve other departments like sales, customer service, and products in your social strategy.

Sales reps can post on behalf of the brand to promote relevant content, share best practices and offer tips to customers. It also gives them an opportunity to connect personally with the people they are trying to reach. Customer service representatives can take advantage of social media platforms to answer questions and address complaints. And product teams should be able to provide feedback and updates through social channels.


Social media marketing has changed so much in the last 5 years. Just as you are getting used to one platform, another is released. How can you possibly keep up with all of this change? Luckily for you, we have created our unique social media marketing strategy that will help you navigate the ever-changing landscape of social media marketing while also helping your business grow and succeed. If you’d like to know how we can help your business succeed with a custom social media strategy contact us!

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