Our world has definitely become unpredictable. With the start of the Covid-19 pandemic in 2020 to the new strains of the virus now developing around the world, making predictions is a bit tricky. However, it is safe to say that with knowledge, one may be able to at least anticipate!
Such is the case with marketing. The knowledge we’ve gained from seeing the incredible changes in advertising over the past two years makes anticipation, rather than prediction, the wiser course to take.
With that in mind, let’s look at what the experts anticipate will be the social media trends for the coming year.
What are the top social media trends anticipated for 2022 that could impact your personal injury law firm’s marketing strategy?
Even before the pandemic, we knew that digital marketing was the fastest growing aspect of marketing in general. All the pandemic did was to accelerate the trend because of the need to social distance and still communicate a brand. With new technology and new venues abounding, here’s what we can anticipate in the digital marketing world in 2022.
- TikTok: With an ever-increasing audience of all ages, TikTok no longer belongs only to the younger generations. Facebook has long been #1 as the most important social network; however, TikTok surpassed the 1 billion user mark in September 2021, and has become #4 (if you exclude messaging networks), a 45% increase in less than a year, with only 689 million users January 2021.
Reports show that business owners, while acknowledging TikTok’s appeal and reach, are hesitant to increase the dollars spent on the platform, and instead want to play it safe with such stalwarts and Instagram and Facebook.
Experts are betting that in the near future, brands will be flocking to TikTok and advise getting your TikTok marketing strategy ready to go.
- Consumers are increasingly drawn to the smaller networks (i.e., Snapchat, Pinterest, TikTok). They are finding the ads more enjoyable and inspiring than those on the larger platforms. Because of this, experts anticipate that the smaller networks will be the recipient of big ad dollars.
- Consumers and potential clients want shortcuts to your services. This means they want to be able to purchase or contact you directly from the social media platform. This is why we always implore you to include your phone number and other contact information in your social media posts so that a potential client doesn’t have to work to find out how to get in touch with you.
- Initial contact through phone conversations is not wanted. Research shows that consumers would much prefer contact through messages; meaning texts and emails. If you don’t already have the means for potential clients to contact you in these ways, you need to rethink this level of social media customer service strategy you offer. If you don’t already have a chatbox, you might consider investing in one.
- Short videos are in. Again, TikTok has led the way with being succinct in short video posts. Even YouTube has instituted a new format entitled, “YouTube Shorts.” Being short does not mean your videos will be watched. They have to be engaging.
Consider getting your feet wet with a short video on TikTok about your personal injury law services. Be sure it evokes an emotion, the key to all advertising.
- Paid advertising is still in. Because of the steady decline in revenue from organic reach (a regular, i.e., free post on a social media platform) many businesses are staying with, or starting to use their marketing dollars on advertising on social media platforms. The hard fact remains that the average organic reach for a Facebook post is only 5.2%. Without a budget behind the post, it’s like that only 5.2% of all of your followers will ever see your post.
We feel the best approach is to keep using organic social media content for increase brand awareness and all the other positives that go with it (engaging an audience, delivering customer service) but try boosting your posts to see if it engages additional potential clients. There is also a whole world out there of purchasing ads that can increase your following, but you have to know what you’re doing. Every marketing dollar should count.
Keeping up with all of these anticipated trends could be overwhelming and exhausting. There’s a lot of information to absorb and a definite level of expertise is required. But don’t worry. That’s why we’re here.
If you need help with any aspect of your personal injury marketing plan, give us a call at Group Matrix. As an experienced and professional marketing agency, we can help you update your social media platforms for whatever may come your way.
All of us at Group Matrix want to take this opportunity to thank you for your continued trust and support, and to wish all of you a most happy and very healthy New Year!