2022 Trends: Paid Social Trends To Dominate Performance Marketing in 2022

Entering a new year can bring with it a lot of uncertainties. That's why having a world class Performance Marketing partner like R17 Ventures - with a track-record for being ahead of the trends - is so important.

Our team of Performance Marketing Specialists are constantly ahead of the curb, ensuring that we constantly deliver cutting edge paid media strategies that deliver results for our clients.

Watch Jandré Scholtz, our Head of Paid Social at R17 Ventures offer up his predictions for what some of the biggest trends in Paid Social for 2022 will be.

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The Paid Social landscape continually evolves as new releases, features and targeting rules come into play; however, we anticipate the core 7 trends of paid social in 2022 to the following:

1. New Placements are expected to be released / offered to paid social advertisers - like Instagram Reels.

2. Continued Mitigation to Curb the Effect of iOS' Tracking Changes (such as the Facebook Conversion API)

3. Trust in the Algorithm is expected to grow as machine learning and A.I. increase targeting accuracy through tools like Facebook's expanded audience feature.

4. Facebook to Have Less of the Paid Social Pie:

4.1. Change in Platform Demographics means that with Facebook audiences getting older, performance marketers are needing to re-evaluate their advertising levers / platforms or budget allocations in order to target the right demographic

4.2. In 2021, TikTok surpassed Google for web traffic - indicating the massive influence this new social network is having on the world

4.3. Competitor Advertising Platforms Becoming More Advanced - Snapchat, TikTok and Pinterest offer paid media advertisers strong advertising platforms that offer a wide range of advertising tools and options - in some cases providing performance marketers with increased usability and data than a well established platform like Facebook Ads Manager. These platforms also tend to offer lower CPMs (cost per 1,000 impressions) and higher CTR (click-through rates) than a platform like Facebook Ads Manager.

5. Move Towards Social Commerce - as platforms like TikTok and Snapchat offer increased social commerce capabilities

6. Increase in UGC Content - user-generate content will continue to gain momentum into 2022, as advertisers continue to see growth from these ads

7. Omnichannel Strategies will continue to be at the forefront of growth as attribution windows get smaller - for optimal results, it's becoming increasingly important for performance marketers to reach users across platforms


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