The Best Social Media Channels for Marketing in 2022, According to Company & Consumer Data

Social media is an ever-changing landscape, with new platforms, features, and consumer behaviors emerging constantly. As a marketer, it can be challenging to know where to focus your time and resources to get the best results.

To help you make informed decisions, we‘ve done a deep dive into the latest social media usage data, marketing insights, and consumer trends. Here‘s the ultimate guide to the social channels that matter most in 2022.

Social Media Usage in 2022: Inside the Numbers

Let‘s start with the big picture. As of January 2022, there are 4.62 billion social media users worldwide, according to data from Kepios. That‘s a staggering 58.4% of the total global population, and a 10.1% jump from the previous year.

Digging deeper into the most popular platforms, here‘s how the top social networks stack up in terms of monthly active users:

Platform	Monthly Active Users (Jan 2022)
Facebook	2.91 billion
YouTube	2.56 billion
WhatsApp	2.00 billion
Instagram	1.48 billion
WeChat	1.26 billion
TikTok	1.00 billion

Data Source: Kepios

As you can see, familiar names like Facebook and YouTube still dominate in terms of sheer user numbers. However, the meteoric growth of relative newcomer TikTok to 1 billion monthly active users is one of the major stories in social media over the past couple of years.

But overall usage is just one piece of the puzzle. To really understand how consumer behavior is shifting, we need to look at more granular data points and emerging trends.

The Continued Rise of Social Commerce

One trend that can‘t be ignored is the rapid growth of social commerce – the ability to discover and purchase products directly within social media apps. Social commerce sales in the US alone are expected to reach $45.74 billion in 2022, according to Insider Intelligence. That‘s a 24.9% increase from 2021.

By 2025, US social commerce sales are projected to more than double to $79.64 billion. This massive shift in consumer purchasing habits means that social media is increasingly becoming a full-funnel marketing channel, not just a tool for top-of-funnel brand awareness.

Platforms are racing to capitalize on this trend by adding new shopping features. For example:

• Instagram now allows merchants to create shoppable posts with product tags. Users can tap to view product details and complete their purchase without ever leaving the app.

• TikTok recently announced a new partnership with Shopify, allowing Shopify merchants to create shoppable video ads on TikTok.

• Facebook launched Shops in 2020, giving businesses the ability to set up full-fledged storefronts within Facebook and Instagram.

As a marketer, it‘s clear that incorporating social commerce into your strategy is no longer optional – it‘s table stakes. But choosing the right mix of platforms and tactics requires a deep understanding of your target audience and their purchasing preferences.

The Dominance of Short-Form Video

Another unmistakable trend is the explosive popularity of short-form video content. TikTok may have started the craze, but now every major platform is battling for consumers‘ attention with snappy video formats:

• YouTube Shorts, launched in 2021, now averages over 15 billion daily views globally.

• Instagram Reels, widely seen as a TikTok clone, has quickly become a hit with users. A Meta-commissioned survey found that 20% of the time people spend on Instagram is spent on Reels.

• Snapchat‘s Spotlight, a TikTok-style vertical video feed, had over 100 million monthly active users as of January 2021.

What‘s driving this insatiable demand for bite-sized videos? One factor is the increasing use of social media on mobile devices. Short, snackable content is perfectly suited for on-the-go viewing. Additionally, the popularity of user-generated content and "challenges" on apps like TikTok has conditioned users to expect raw, authentic video over polished, produced content.

As a result, a staggering 66% of marketers plan to increase their investment in short-form video in 2022, according to HubSpot‘s 2022 State of Marketing Report. If you‘re not already incorporating short-form video into your content mix, it‘s time to start experimenting.

Where Are Marketers Placing Their Bets?

Now that we‘ve outlined some of the key consumer trends shaping social media, let‘s take a look at where marketers are focusing their budgets and efforts in 2022.

According to HubSpot‘s report, here‘s the breakdown of the social media platforms that marketers plan to invest in the most this year:

1. Facebook (25%)
2. YouTube (20%)
3. Twitter (16%)
4. Instagram (15%)
5. TikTok (5%)

It‘s worth noting that, despite TikTok‘s massive growth and cultural impact, it still lags behind the legacy platforms in terms of marketing investment. This could be due to TikTok‘s relative youth as an advertising platform, as well as lingering concerns over data privacy and security.

However, marketers aren‘t sleeping on TikTok entirely – 52% of respondents said they plan to increase their investment in the platform this year. Compare that to just 25% who plan to invest more in Snapchat, another platform that skews heavily toward a Gen Z audience.

So what‘s driving marketer‘s platform preferences? The HubSpot report provides some valuable context:

• Lead quality: Facebook remains a reliable source of high-quality leads for many businesses. 29% of marketers ranked it as the platform that generates the highest ROI.

• Video views: The rise of short-form video gives an edge to platforms like TikTok and Instagram Reels. 41% of marketers said short-form video is the most effective content format.

• Customer insights: Established platforms offer rich consumer data for precise ad targeting. 27% of social media marketers use audience research to improve their strategy.

Of course, every business is unique, and there‘s no one-size-fits-all approach to platform selection. The key is to invest in the channels where your customers spend their time, and that align with your marketing goals and content capabilities.

Identifying the Optimal Channel Mix

To home in on the ideal social media platforms for your brand, you need to develop a deep, data-backed understanding of your target audience. Here are some key questions to guide your research:

• Demographics: What is the age, gender, income level, and education of my ideal customer? Different platforms attract different demographic profiles.

• Psychographics: What are my target audience‘s interests, opinions, and lifestyle preferences? Use social listening tools to uncover the topics and content formats that resonate with them.

• Behaviors: How does my audience use social media? Are they more likely to engage with organic content or paid ads? Do they use social primarily on desktop or mobile?

Armed with these audience insights, you can start to zero in on the platforms that offer the best fit. For example, a B2B software company targeting IT decision-makers may find that LinkedIn is their most effective channel. On the other hand, a DTC fashion brand targeting Gen Z women may go all-in on Instagram and TikTok.

Once you‘ve identified your core platforms, it‘s time to start building out your content strategy and measuring your results. Here are some best practices to keep in mind:

• Focus on quality over quantity. It‘s better to be active on fewer platforms and post consistently high-quality content than to spread yourself thin across every channel.

• Diversify your formats. Each platform has its own unique content types and user behaviors. Experiment with a mix of videos, images, text posts, Stories, and live content to see what your audience responds to.

• Track your performance religiously. Use native analytics tools as well as third-party platforms like HubSpot or Sprout Social to measure your reach, engagement, and conversion rates across channels. Double down on what‘s working and don‘t be afraid to cut your losses on underperforming content.

• Stay agile. The social media world moves at warp speed. Keep an eye on emerging platforms and features (e.g. live audio, VR/AR) and be ready to adapt your approach as the landscape evolves.

Riding the Social Media Wave in 2022 & Beyond

There‘s no question that social media has become an indispensable component of the modern marketing mix. But with new platforms and paradigm shifts happening all the time, it can feel like trying to hit a moving target.

By staying laser-focused on your audience, grounding your strategy in hard data, and remaining open to change, you can build a powerful, resilient social media presence that drives real business results.

Here are some key trends and takeaways to keep in mind as you plan out your social strategy for the rest of 2022 and beyond:

• Short-form video is king. Across virtually every platform, snappy, mobile-friendly video content is seeing massive engagement. If you haven‘t already, it‘s time to ramp up your video capabilities and experiment with formats like TikTok, Reels, and YouTube Shorts.

• Social commerce is the new frontier. As social platforms become retail destinations in their own right, businesses need to reimagine their social presence as a dynamic virtual storefront. Embrace features like shoppable posts and livestream selling events to reduce friction and drive more direct social sales.

• The old guard isn‘t going away. While shiny new platforms like TikTok tend to dominate the conversation, established players like Facebook and YouTube still offer unbeatable scale and performance for many marketers. The key is finding the right balance between reliable workhorses and exciting up-and-comers.

• Authenticity and purpose matter. Today‘s social media users crave genuine, unfiltered content from the brands they follow. They also increasingly expect businesses to take a stand on important social issues. Don‘t be afraid to show your human side and align your marketing with your values.

The world of social media marketing is complex, crowded, and constantly changing. But with the right data, mindset, and approach, it also offers incredible opportunities to build meaningful connections with your customers at scale.

By committing to ongoing learning, experimentation, and optimization, you can unlock the full potential of social media to drive your business forward in 2022 and for years to come.