Paid Advertising On Social Media In 2022: Trends You Need To Know

Published On: January 29th, 2022Categories: Social MediaBy

Ready to crush your paid advertising goals on social media this year? If you’re not sure how to get started, that is ok! Best practices and trends for advertising on social media are constantly changing as the platforms evolve year over year. Keep reading for some key items you need to know about running paid ads in 2022.

Brands are willing to invest in social media ads.

According to Marketing Charts, social media ad spend is expected to grow by 25% YoY to reach $137 billion. This trend should come as no surprise, as the ongoing pandemic has forced businesses to prioritize online tactics to combat the effects of the decline of in-person shopping.

Over the last two years, consumers have shifted their daily lives to keep up with the new normal. In terms of their digital consumption, they’re looking for brands to find creative ways to engage them while spending time at home. According to Zenith, this uptick in spending is coming from small businesses looking to reach these consumers.

Platform usage varies by age

We already know that people are spending more time on social media than ever before, but do you know which platforms they are using most? It varies based on age. According to Hunch:

GenZ

YouTube is the platform they spend the most time on (23%)

TikTok is the runner-up (21%)

and Instagram (20%)

Millennials:

Facebook (36%)

followed by Instagram (24%)

and YouTube (22%)

Gen X:

Nearly 60% report spending the most time on Facebook

followed by YouTube (21%)

and Instagram (8%)

Video content is in the spotlight

We have said it before, but video content is critical for brands in 2022. As you may have noticed in the previous section, Youtube and TikTok are trending platforms with consumers. This shows that users are craving this type of content. This trend goes for both organic and paid posts.

Collecting first-party data is key

Cookies will soon become a thing of the past, so collecting first-party data will be critical. Running lead generation campaigns is a successful way to be able to collect customer information you need. Tactics like coupons, surveys, and blog posts are a great way to get this data naturally

Are you ready to create a successful paid advertising strategy? Email us at sbellem@bbrookstone.com to get started. We would love to help you run successful social media campaigns.

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