8 min
Brands and social media: facing up to new challenges in 2022 English language Visionary Marketing Podcasts
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- Business News
In 2022, brands are finding themselves in a long-term and increasingly complicated love-hate relationship with social media, due to the many challenges facing the sector. We are at a pivotal point in the future of these ‘new’ platforms, whose pioneers will celebrate their 20th anniversary. As TikTok is in full swing and the uses of the platforms are diversifying, businesses are feeling the heat. But solutions exist. That’s what Romina Gonzalez Galetto, managing director of Hootsuite France told us [disclosure, Hootsuite has been our client on several occasions, as part of the social network barometer].
Brands and social media: rising up to the TikTok and UGC challenge
Brands and the evolution of the social media landscape
TikTok is constantly gaining new users (see chart below). Its use is very much in the hands of content creators. And in the face of this, “brands on this network are still trying to find the answer”, Romina explains.
At the same time, Facebook and Instagram are losing revenue for the first time, but these media platforms are still essential for businesses, the French head of the Canadian company told us.
“We found out after the pandemic that users needed to interact with brands,” Romina points out. “Consumers were keen on these ‘one-to-one’ exchanges on Facebook Messenger, WhatsApp or Instagram.”
With WhatsApp, for example, a company can send notifications to its customers and nurture more personalised relationships. Companies are increasingly resorting to these techniques.
There is a shift in the number of active users, but new use cases are emerging, making a certain balance in network usage possible
There is also a change in the age of Facebook users. “The youngest give priority to TikTok, while older subscribers are increasingly present on Facebook.”
But connection volumes and, above all, conversations and customer engagement continue to be important, especially with Messenger.
A change in perception
While the use of social media is shifting towards conversations – between subscribers and with brands – its importance is not diminishing according to Romina.
There are also differences in usage between services, and even silos, as we had pointed out back in 2018.
Nope, social media isn’t bound to disappear
Despite numerous pleas for the deletion of one’s social media accounts, “for the time being, the disappearance of social networks is not on the agenda. On the contrary, we highlighted the amazing vitality of these platforms in the trends 2022 report,” Romina added.
Turn to the right platforms for your audiences
The conclusion to be drawn from this observation is that brands must select the networks that suit them best. And above all those that are most in tune with their audiences.
The time of frantic all-out social presence is well and truly over.
While TikTok is widely used, it may not be the right platform for all brands
“Brands therefore need to consider whether they are able, depending on their DNA,
In 2022, brands are finding themselves in a long-term and increasingly complicated love-hate relationship with social media, due to the many challenges facing the sector. We are at a pivotal point in the future of these ‘new’ platforms, whose pioneers will celebrate their 20th anniversary. As TikTok is in full swing and the uses of the platforms are diversifying, businesses are feeling the heat. But solutions exist. That’s what Romina Gonzalez Galetto, managing director of Hootsuite France told us [disclosure, Hootsuite has been our client on several occasions, as part of the social network barometer].
Brands and social media: rising up to the TikTok and UGC challenge
Brands and the evolution of the social media landscape
TikTok is constantly gaining new users (see chart below). Its use is very much in the hands of content creators. And in the face of this, “brands on this network are still trying to find the answer”, Romina explains.
At the same time, Facebook and Instagram are losing revenue for the first time, but these media platforms are still essential for businesses, the French head of the Canadian company told us.
“We found out after the pandemic that users needed to interact with brands,” Romina points out. “Consumers were keen on these ‘one-to-one’ exchanges on Facebook Messenger, WhatsApp or Instagram.”
With WhatsApp, for example, a company can send notifications to its customers and nurture more personalised relationships. Companies are increasingly resorting to these techniques.
There is a shift in the number of active users, but new use cases are emerging, making a certain balance in network usage possible
There is also a change in the age of Facebook users. “The youngest give priority to TikTok, while older subscribers are increasingly present on Facebook.”
But connection volumes and, above all, conversations and customer engagement continue to be important, especially with Messenger.
A change in perception
While the use of social media is shifting towards conversations – between subscribers and with brands – its importance is not diminishing according to Romina.
There are also differences in usage between services, and even silos, as we had pointed out back in 2018.
Nope, social media isn’t bound to disappear
Despite numerous pleas for the deletion of one’s social media accounts, “for the time being, the disappearance of social networks is not on the agenda. On the contrary, we highlighted the amazing vitality of these platforms in the trends 2022 report,” Romina added.
Turn to the right platforms for your audiences
The conclusion to be drawn from this observation is that brands must select the networks that suit them best. And above all those that are most in tune with their audiences.
The time of frantic all-out social presence is well and truly over.
While TikTok is widely used, it may not be the right platform for all brands
“Brands therefore need to consider whether they are able, depending on their DNA,
8 min