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TikTok set to become top social media platform in 2022, leaving rivals in its wake

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By Shawn Lim | Reporter, Asia Pacific

October 19, 2021 | 3 min read

TikTok has been predicted to take over social media in 2022, leaving other platforms to adapt.

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Post-pandemic content will shape up to consumer needs

Social ads will also develop, as cookies get crunched and social selling will simplify the customer journey, according to Talkwalker and Hubspot’s ‘Social Media Trends Report.’

“Consumers have taken control, with more demands, more urgency, more unpredictability. They’re driving this year’s trends, but we’re giving brands the power to take back control. By revealing the trends for 2022 using accelerated consumer intelligence, and inspiring actions, Talkwalker is enabling brands to drive business value next year and beyond,” said Elena Melnikova, chief marketing officer at Talkwalker.

Susanne Ronqvist Ahmadi, vice-president of international marketing at HubSpot, added: “The tumultuous events of the last 18 months have created widespread uncertainty for marketers across all industries. Although we have started to see the light at the end of the tunnel with some of the biggest brands showing signs of recovery from the impact of the pandemic, knowing the trends most likely to define the coming year is one of the best ways marketing leaders can combat the ongoing unpredictability and set their teams up for success in 2022.”

What are the other top social media trends for 2022?

  • Post-pandemic content will shape up to consumer needs.

  • Omnichannel engagement will change the way consumers engage with social media.

  • Maturing influencer marketing will finally come of age.

  • Brands will lead in social media decentralization.

  • Metaverses will be the next consumer connection.

  • Brand inclusivity will be brand critical.

  • Communities will develop and take control.

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