Social Media Trends: 2022

Social Media Trends: 2022

I’ve been reading a lot of the predicted social media trends for next year. Some are the same as ever, some are perhaps not relevant to my clients or target audience so, I’ve listed below some of the ones I feel we should be aware of and bear in mind.


Across all of the sites I’ve read, TikTok becoming a dominant platform is the top listed trend. It is already moving slowly up the tables, but the predictions are that it will soon dominate, especially as we continue to move towards short-form video content. Will you be adding TikTok to your digital marketing strategy?

Social ‘Commerce’ will continue to grow

We’ve already seen a bit of a shift to this with Instagram and Facebook Shops of course, but the prediction is that more and more, customers will expect to be able to purchase direct off social media platforms (and essentially, not have to go to your online shop to purchase). My recommendation is, if you are using Shops online already, continue to put your energy into that, and make sure you measure your success.


I can’t really write a post about next years trends without mentioning video. It comes up every year, but every year it comes up again. Is 2022 the year we really push into video much more? It’s been a growing form of media over the past few years, and with that we’ve learned what customers consume. Short form, personable videos. Videos help us create better connections and relationships with our audience, and once again, is being pushed for 2022.

Social Media Goals

Another predication for 2022 is that many businesses and organisations will list “reaching new audiences” as a primary reason for being on social media. And we quite agree! Social media has so much potential for us to do this, both organically and via paid ads.

Social Media Specific Jobs

With the increase in social media for reaching new customers, for connecting with audiences, for customer service – we will see a huge increase in social media marketing specific jobs. From what I’ve seen over 2021, there are already specific jobs in this field, and it’s basically just proving how important social media is for any business.

Businesses will forget the basics

This was an interesting read actually, because we’ve come across a few businesses over the past year who we’ve recommended need to get the basics right before jumping ahead. Basics including posting organically, making use of the features available and knowing your target audience. Some predictions for next year suggest this is a growing ‘trend’, but that we should always remember the basics.

Audio will grow

Audio social media really took off in 2021 with Clubhouse, and Twitter introduced Spaces too. Predictions are that Twitter Spaces will continue to grow, and a shift to audio social media within certain sectors will happen. Don’t forget podcasting too!

Shortlisted at the Forward Ladies National Awards

Shortlisted at the Forward Ladies National Awards

I’m really delighted to have been shortlisted for the Forward Ladies National Awards (Female Entrepreneur Category) this year. I was last involved in the Forward Ladies in 2018 – which feels like an absolutely age ago – when I won the Regional Final for Young Entrepreneur for Wales, North West & Northern Ireland. It was a fantastic journey for me and 2018 a pivotal year in my career I believe.

The awards this year are a little different, thanks to Covid – there was a live judging however it wasn’t the usual full on networking day that I experienced in 2018! I’ve been following the Forward Ladies work now over the past year or so and I’ve taken so much away from their membership already.

Good luck to everyone involved in the awards ceremony at the end of November – and fantastic job to everyone for being shortlisted!

Tutoring at Aberystwyth University

Tutoring at Aberystwyth University

I’m really pleased to be tutoring at Aberystwyth University over the coming term, as part of the Lifelong Learning department. For 2021/2022, I will be teaching three courses, one alongside fellow digital marketer Lucy Kemish from LK Digital Marketing.

This year I’ll be teaching Creating Podcasts, Enterprise: You Can Do It and a Welsh language course, Marchnata ar y Cyfryngau Cymdeithasol.

All of the courses are online, and self paced (although yes, there is homework). I spent plenty of time over the summer lesson planning and pre-recording my lectures into short, digestable lessons.

I am hoping for 2022 onwards to also teach more modules with Aberystwyth University, keep your eye out for information on that.

The Lifelong Learning department at Aberystwyth also teach a range of courses within humanities, languages, art and design, science and history. Visit their website to find out more.

Why are we using social media?

Why are we using social media?

I’ve been working with a range of new clients over the summer, and also preparing my upcoming social media course for Aberystwyth University. When lesson planning, or chatting with clients, I’ve made a note of some thoughts that popped up along the way.

One of them was – why are we using social media? So often I see clients get really hung up on how much energy and effort is needed to put into their marketing, and I think we often forget why we’re here on social media in the first place.

Going back to basics, yes, of course we’re on social media to market our products. However, what I always point out to clients and I’ve mentioned on my course is – social media is all about being social. I think we can get so stuck in our strategy or content plan (or even, lack of) that we forget this.

Social media is a tool that we use to find our audience, connect with them and hope that they then connect and relate to us. It isn’t as complicated as we tend to make out. There aren’t magic formulas that mean our one post will go viral. There aren’t set rules about what we should or shouldn’t post.

At the end of the day, it’s all about making sure our content is relatable. Do our audience click with us because they have the same problems or challenges, or the same successes? Are we able to relate on the same level about our cooking mishaps, or our shopping disasters?

We’re all human of course, so being that human behind your social media – letting that human shine through, will work wonders on your marketing. It also makes it much easier to plan and think about too, when we remember that we have to be social, be human.

So, next time you’re banging your head against a wall or wailing in despair about social media being too hard or not knowing what to do – just go back to basics. Be you!

Is your target audience everyone?

Is your target audience everyone?

As someone who works with websites and digital marketing, I’m often asking the question – who is your audience and what are your goals? It’s a question that’s important for both of the aspects of the business.

A few months ago, a new client replied with ‘everyone’, as their target audience. I was half wondering, do they think this is the easy answer or not? To be fair, given the line of work too, everyone pretty much is their target audience – or rather, anyone with access to the internet.

So, what do you do when your target audience REALLY is everyone?

You have to plan per social media platform or per marketing avenue. Sorry! Rather than having one strategy to target your target audience, you need to plan your strategy per platform.

How does it work? Well, we know that we have certain demographics on the different platforms, so if we are targetting everyone then we need to tweak our marketing to that demographic based on the platform. That could be as simple as the graphic used, or slightly different text – or, going further and the types of content we use, for example you might utilise Reels on Instagram for that audience but stick to content and images on Facebook.

The plan of action would be to write down the list of social media platforms you want to use for your marketing, and do some research into the typical demographic for each one. Then, I would pencil a little plan of what you intend to achieve with each platform, based on that demographic.

For example, we know that Instagram is pushing video at the moment – so plan video into your strategy on Instagram (be that Reels, Lives, IGTV…). Twitter on the other hand is more social, short and sweet so the strategy here will be quite different.