Social media in 2022 has a different vibe than last year.

People like you and me have been using social media for recruitment and employer brand marketing purposes for years now. And I think you can agree, social media is not the same anymore.

In this blog post, I share with you my curated picks from the Social Media Examiner’s Industry Report for 2022. If you fancy reading the full monty, you can download this 39-page Social Media Marketing Industry Report here as long as it is still available.

Social media in 2022

Here are the key findings:

  • Facebook is declining (even though it continues to dominate social media). The funny thing is, that Facebook can only blame itself for the decline. Thanks to the changes made in 2019, Facebook hasn’t been the same. Only 47% of marketers select Facebook as their most important marketing platform. What continues to work on Facebook is advertising. However, posting content on the company page, blah. No one sees it anymore.
  • Instagram is booming. Regardless of the recent changes in Instagram reach (which gets more and more difficult), marketers see Instagram as the number one platform they want to learn more about. And no wonder! Instagram works exceptionally well for branding.
  • TikTok is growing rapidly. According to the report, while less than 20% of marketers use TikTok, nearly 50% are eager to learn how to use TikTok for marketing.
  • Youtube interest is back on track! This is probably due to a rising interest in video content. Almost 70% of marketers plan to increase their use of Youtube videos.
  • LinkedIn has a big impact on exposure and contributes most leads for marketing. Many former active Facebook users have relocated their daily posting to LinkedIn. 69% of marketers tell LinkedIn is great for exposure and the best platform for getting leads. In this report, they refer to sales leads but it does apply to recruitment leads as well. People are in a work mode when on LinkedIn.
  • Instagram and Facebook rock in developing loyal fans. People are more emotionally available on Facebook and Instagram because they are considered more personal social media platforms.
  • Facebook and Instagram are the top two social media used for marketing.

Why understanding key social media marketing trends is important for your work?

B2C and B2B social media marketers spend a lot of money to get sales from social media. They are not spending money on platforms that no longer deliver results.

For us talent marketers, it is important to know about the marketing trends because we have fewer resources to use and therefore must make the most of them.

Even though not all of the business marketing trends apply on our side of marketing, most do. After all, your talent audiences are at least consumers and the more senior your target audience is, they are likely to be in positions where they are targeted by business marketers too.

How marketers are using Facebook

Facebook just barely continues to dominate in B2C marketing with the Instagram following just behind. Facebook continues to be the most preferred platform for social media advertising and this is no wonder as Facebook advertising is still the most cost-efficient advertising media.

  • 41% of marketers plan to increase their organic Facebook marketing in 2022.
  • 72% of B2C marketers are most likely to use Facebook advertising followed by Instagram.

What about talent marketing?

I continue to recommend Facebook for a recruitment marketing campaign platform with a focus on Facebook advertising. Other than recruitment advertising on Facebook, I find this social media fairly difficult for value-add as a talent marketing media.

What marketers do with Instagram

Instagram has been the favourite social media child of marketers for years and this platform keeps growing as a business marketing platform.

  • 61% of marketers plan to increase their organic activities on Instagram, while only 9% have no plans to use Instagram.
  • 71% want to learn more about Instagram making this social media the most interesting media for marketers.
  • B2C marketers are most interested in learning about Instagram as Instagram has proven to be such a great platform for proper brand marketing. Us employer brand marketers should pay attention to this because employer branding is closer to B2C branding than B2B branding.

What about Instagram for talent marketing?

I continue to recommend Instagram as the best social media for employer branding. People like to follow brands on Instagram. Instagram works really well also as an organic recruitment marketing media if you have the time to put some effort into engaging your candidate audience to follow your recruitment campaign activities for a week or two prior to the deadline for your applications.

See here how we used Instagram for recruitment marketing.

Marketers have rediscovered Youtube

Ever since Youtube introduced the Shorts I feel this platform has become more approachable for video marketers again. I am keeping my eyes on Youtube and I am looking for inspirational examples how to take Youtube back on the talent marketing tool kit.

  • 57% of marketers plan to increase their Youtube organic activities.
  • 64% want to learn more about how to use Youtube making this social media the second most interesting media for marketers.

What marketers do on LinkedIn

It comes as a no surprise LinkedIn is the best social media for business and work-related content. Users are in a working mood and want to engage with business and career content.

  • Over half of the respondents are planning to increase their organic LinkedIn activities.
  • B2B marketers are far more interested in learning about LinkedIn than other platforms. LinkedIn is seen as the best social media to reach people in a work mood.
  • 67% of B2B marketers are using Facebook advertising and 38% are using LinkedIn ads.
  • B2B marketers place more value on LinkedIn ads even though they use more Facebook ads. It is probably due to the fairly high cost of LinkedIn advertising as opposed to Facebook advertising.

What about LinkedIn for talent marketing?

I definitely like how LinkedIn has developed the platform and adopted popular features from other social media. Many people have diverted from Facebook to LinkedIn. You have probably noticed how LinkedIn feels like what Facebook used to be before 2019.

LinkedIn is wonderful for recruitment and talent acquisition purposed but less wonderful for actual employer branding purposes.

What makes LinkedIn difficult is that business accounts and personal accounts are separated. It is a huge effort in getting your employees to advocate on LinkedIn in ways that matter.

The best followers follow individuals, not business profiles and the nature of using LinkedIn as a business continues to be very old-fashioned. While the platform itself would probably technically allow us for the more modern use of LinkedIn, marketers continue to enforce outdated policies on how to use LinkedIn which makes LinkedIn boring.

Future plans for TikTok

Marketers’ interest in TikTok is steadily growing even if we still don’t really know how we should use TikTok for any marketing, much else talent marketing.

  • While 52% of marketers still don’t know what to do with TikTok, almost 40% are planning on jumping on the TikTok bandwagon.
  • 47% are looking to learn more about how to use TikTok for marketing.

What about TikTok for talent marketing?

I’m most curious about this! But so far, I personally haven’t been inspired by any employer branding examples that I’d want to share.

I did see one local content for Foodora (Delivery Hero in Finland) posted by a person who works delivering for Foodora in Finland. This is in Finnish without English subtitles, but what I liked about it was that it was a genuine, non-branded, sincere post in which the person explained how much she makes working for Foodora in comparison to her other part-time job.

What about other social media platforms?

According to this report,

  • 80% of marketers have no plans for Snapchat.
  • 33% plan to use Twitter as they have, 28% plan to increase marketing on Twitter while 32% have no plans for Twitter.

The rise of video marketing

Most algorithms seem to favour video marketing at this time. According to this report, the most popular social media for video marketing are Instagram (68%), Youtube (67%) and Facebook (56%).

I’ve spoken about the rise of video marketing many times on my podcast and by now, it is evident it is video content that rocks on social media in 2022 for all marketing needs. We just need to get on it.

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