I've just read the report "The Social Media Trends Report 2022" with Talkwalker 

Hubspot get it right and then they get it wrong .... so where are they right and where are they wrong?

Here are their ten top conclusions from the data, I take you through my view on where the world is with social, what Hubspot gets right and what they get wrong. 

1. TikTok will take over social media, leaving other platforms to adapt

2. Social ads will develop, as cookies get crunched

3. Social selling will simplify the customer journey

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

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

6. Maturing influencer marketing will finally come of age

7. Brands will lead in social media decentralization

8. Metaverses will be the next consumer connection

9. Brand inclusivity will be brand critical

10. Communities will develop, and take control

We enter the report through a great intro 

"Forget following your CEO, consumers are now in charge of your brand. We’ve been deep into the Age of the Consumer for some time, but the pandemic accelerated their takeover, putting them firmly in charge of 2022 and beyond. They want more personalized content. They want faster service. They want better experiences. And they want it all now. For your brand to survive, you will have to listen to, and respond, to their demands."

This is a great introduction, let's see what Hubspot say under the different headings.

1. TikTok will take over social media, leaving other platforms to adapt - Totally agree with this, but we are already seeing the other platforms responding, Twitter with Spaces and Linkedin with "curator mode".  You also see that TikTok usage over the age of 35 falls off a cliff. 

The critical thing about TikTok is that it is NOT about brands, it's about people.  Yes, there may be the odd brand success, but TikTok is about the people.

2. Social ads will develop, as cookies get crunched - We have already seen from the latest Snapchat figures and facebook figures is that given a chance, people will opt out of ads. Why?  Because nobody wants to be interrupted.  People hate ads, Period. 

As Hubspot say "With so many people installing ad blockers and actively trying to avoid ads, you’ll have to get creative."  Why not stop advertising and start using earned media on social? It gives a higher response and is cheaper?

I also spotted this post by Amy Radin on Linkedin

"One of the radical shifts consumer-focused CMOs are addressing is the increased trust in authentic, quality, user-generated content over traditional, agency-produced messaging, according to #UGC (user generated content) expert and EnTribe founder and CEO Adam Dornbusch.

The convergence of four trends is driving this shift:

1. The pandemic has increased content consumption and changed how we assess content quality.
2. Influencer fatigue has set in, with consumers seeing through the lack of authenticity in paid influencer endorsements.
3. Privacy regulations are changing marketers’ ability to reach audiences.
4. TikTok has changed what content looks like, as well as social media habits.

So, how should brands respond?

*Embrace the reality that it’s time to challenge traditional #marketing approaches – including more recent social media tactics.

*Attract and work with authentic creators who can help tell their #brand story.

*Implement strategies to encourage and amplify on-brand UGC."

3. Social selling will simplify the customer journey - And then Hubspot talk about ads, but we have already agreed above that nobody likes ads. Social selling is not paid media, it's earned media.

As Hubspot say "To get a consumer’s attention and keep it, brands are having to think outside the box and get creative." you don't get people's attention with paid media, people don't like advertising and think less of you as a brand if you use it.

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

Now it gets interesting Hubspot say. "Social media was already an integral part of our lives, the pandemic drastically increased usage all over the world. There are over half a billion more people using social media worldwide than at the same time last year, indicating an almost 14% year-over-year increase."

They go onto say

"users expect them to provide tailored experiences across the entire customer journey."

Being on social media is not about advertising it is about empowering your people to talk with an authentic voice on social.  You cannot simply buy your way to do this, it is after all too expensive and nobody cares about your ads.  Your only unique selling point (USP) today is your people, their experiences, regardless if your B2C or B2B.  Activate them.  It's worth saying this is not about posting brochures or brochureware.  This is about your employees creating UGC (user generated content). 

Backed up by Hubspot who say in this report

"Content demands adapted as people’s lives changed. The shift from working from the office to working from home, meant people wanted more personalized experiences shaped around their lives."

The only way you are going to achieve this is by getting your employees to create the content. 

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

In this research from Simon Kemp, which you can get here.  In this it talks about the fact that there is actually a lot of overlap between social networks. 

6. Maturing influencer marketing will finally come of age

The problem why influencer marketing does not come of age is that influencer marketing is just another advert.  The brand pays somebody to promote their product.  Of course some people fall for it, but most people see it for what it is, just more corporate propaganda.  With an Influencer saying "buy my product because we are great" rather than a brand saying it.  

That said, of course influencer marketing is better than advertising, for the reasons I outlined above. 

Of course, buyers actually are more likely to be attracted to UGC created by their networks, they people they know like and trust.  The more your employees are connected to these people, the more your employees share authentic content, the more you will drive digital dominance. 

Hubspot say. "A greater demand for content also comes with greater expectations, including a push for authenticity. For most consumers, this means deeper connections ... as well as value-driven content."

7. Brands will lead in social media decentralization

Hubspot say "Communities are key, but they’re not just limited to the main social media platforms anymore. Many brands are now building their own in-house social networks, with in-app forums and features to take back control of their audiences. Decentralized social media has a different infrastructure with no central server and no company controlling the site."

I can see a lot of brands piling money into this and failing.

Just like LinkedIn and facebook groups that fail, if you build a "mumsnet" community where people can talk and be part of a community then great.  BUT, will Brands really vest control in the hands of the users, will they really allow buyers to be able to slag them off.  Or will brands create a clinical environment where they can pitch to buyers?  I think we know which way this will go. 

I notice in the comments the term "AI", let's not forget that as I buyer I wanted a personalised experience, the moment I smell, AI, bots and automation I'm off! 

Hubspot do sum it up nicely "Consumers want to connect, so let them If you’re going to introduce a social aspect to your brand, don’t overcomplicate it. Take cues from how your audience interacts on their favorite social media platforms to better understand the type of social element they might want to see coming from your brand."

8. Metaverses will be the next consumer connection

As Hubspot say. "The metaverse: an amalgamation of the physical world, the augmented, and the virtual."

With the backing of Facebook use of the Metaverse, will move out of the geek bedrooms to advanced users.  Nobody is going to put a headset on and go into an environment where we have brands pitching to us, we have enough of that in real life.  The Metaverse still smacks of "second life" but maybe, second time lucky. 

Watch the "shiny object" people start putting budget into this.

9. Brand inclusivity will be brand critical

Hubspot say. "In 2022, brands need to focus on their commitment to (corporate social responsibility) CSR by listening and acting on the social issues that matter most to their audiences. Consumers are no longer interested in performative allyship, empty promises, or one-time donations. They have high expectations, preferring brands that take initiative to foster connections with their audience, as well as bringing together people with differing opinions. Brands need to thoroughly analyze their actions, deeds, and culture to stay on top in 2022."

Great counsel, there is a lot of "greenwashing" going on by brands right now and consumers can see through this. 

As Hubspot say "About 70% of employees claim they would not work for a company without a strong purpose, and this belief is affecting the way brands tackle brand inclusivity and rolling out their campaigns in 2022."


10. Communities will develop, and take control

Hubspot nail the introduction to this section with this comment

"Many businesses tackle social media incorrectly by hoping something will stick. Brands need to be more strategic, with content shaped around the consumer, with the aim of establishing loyal and engaged communities."

Most, if not all companies see social media as a tactic that sits in marketing, social media impacts all business, not just in marketing but across the whole of the business.  Social media, has to be a strategy within a company. 

Hubspot make a great comment that. "But brands don’t always have control of these communities. Social media allows them to form outside of the brand bubble and 2021 has already shown the power of these communities, with them causing disruption across several markets."

Brands no longer can control and they have let go to be successful today. 

I hope you enjoyed my commentary, Hubspot made a number of great points, but you can see a bias for advertisements.  Don't forget that advertising is not social media, it's advertising.

If you buy the advertising hoardings at a football match you cannot call yourself a football manager.

Business have to get on board that earned media is the way that social media works, buying your way, never works.