In 2021, we’ve seen a focus on privacy, big moves toward social commerce, and the increasing need to diversify social media advertising strategies. Will 2022 hold more of the same? What trends or innovations can advertisers expect in the coming year?

It’s no secret that the social media landscape is ever-evolving and while we can’t be exactly sure what to expect in the new year, we asked our leading industry experts what trends they predict will shape social media in the near future. Take a look at their predictions for 2022 and beyond to see if they can help you prepare your upcoming marketing strategies.


Social Media Advertising Predictions for 2022


Expansion of Social Commerce


“Live Shopping will start to become a reality in the U.S. It’s already becoming popular in APAC, but we’re now starting to see signs of life over here. Most recently, the much anticipated alpha for Live Shopping has started with TikTok, and Tinuiti will be one of the first agencies to pilot.” 

— Avi Ben-Zvi, VP of Social at Tinuiti

Avi Ben-Zvi

“Shopping within content and ads will rise with social platforms releasing new features that make the process more seamless for customers to purchase.”

— Kolin Kleveno, SVP of Addressable Media at Tinuiti

“In addition to live shopping and more seamless on-platform checkout experiences, augmented reality (AR) will continue to grow and play an influential role in purchase decisions.” 

— Rachel Legere, Associate Director, Paid Social at Tinuiti

“Ecommerce sales continue to be on the rise in 2021, even as stores are more open for holiday shopping compared to 2020. Brands will win specifically in after-Christmas sales into early January, where we’ll see CPMs plummet and ROAS efficiencies increase. Reserve ad spend for January to capitalize on the post-holiday demand!” 

— Lize Keefer, Paid Social Strategist at Tinuiti


The TikTok Takeover


“TikTok will take another huge leap forward and start to lock in more ‘always-on’ budgets from advertisers, rather than testing budgets. With that, the platform will become the second-highest ad revenue social platform, starting to creep up next to Facebook by the beginning of 2023.” 

— Avi Ben-Zvi, VP of Social at Tinuiti

Avi Ben-Zvi

“TikTok will continue to evolve its platform, creating more ways for users to communicate and share content among friends. This, along with improved targeting capabilities and newly available ad placements, will allow TikTok to surpass other main social platforms in ad revenue across many different verticals.” 

— Chris Stokes, Senior Manager, Paid Social at Tinuiti


Increased Focus on Consumer Privacy


“Last-click measurement will become less ubiquitous. The much maligned attribution model may be seeing its last days as privacy changes across the industry make it more challenging to understand true impact at the last-click level. Brands are seeing this and will continue to adapt more advanced measurement solutions to assess their true media value to business impact.” 

— Avi Ben-Zvi, VP of Social at Tinuiti

Avi Ben-Zvi

“As the privacy landscape continues to shift, server-to-server integrations like Facebook’s Conversions API, will become more prominent. Sharing first-party signals with platforms will become increasingly important to fuel social algorithms for ad delivery and optimization.” 

— Kelsey Miller, Associate Director, Paid Social at Tinuiti

“Social platforms will be exploring different tracking methodologies to give the advertiser more robust data and understanding of performance impact, while also allowing for enhanced privacy on the user’s end.” 

— Natasha Blumenkron, Director of Paid Social at Tinuiti

Build broad creative. Because you will not be able to accurately measure and attribute user behavior to individual events, you will need to generate creative visual assets that can deliver a message to a broader audience. Without the ability to needle in on individual consumer data, your video creative can cast a wide net on any target you’re focusing on, across every stage of the purchase cycle, in a privacy-friendly way.”

— Lucas Piazza, CMO at QuickFrame 


Embracing Influencer + Creator Marketing 


“More authentic influencer and user-generated creative will outperform heavily branded and studio-edited content.” 

— Rachel Legere, Associate Director, Paid Social at Tinuiti

“Content creators and influencers will become the voice of the people and the brands. Similar to how we see performance lift from friends of users who share Snapchat Filters, platforms like TikTok and Instagram will remain core landscapes for brands to partner with influencers who believe in—and will promote their brand—to their loyal followers.” 

— Jack Johnston, Paid Media Strategist at Tinuiti

“One trend that all brand marketers and creators should prepare for in 2022 and beyond is the metaverse. Aside from the rebranding of Facebook to focus on its prioritization of this completely virtual space, we’re already seeing major brands like Verizon find creative ways to leverage influencers around this topic as well. Most recently, they launched a multi-city augmented reality scavenger hunt to help showcase the faster speeds of its 5G network with this multimedia experience through the help of creators. We’ve also seen brands like Gucci and Nike work to build virtual art installations and an entire world within Roblox.”

— Andrew Chen, Content Marketer at Captiv8


The Move To Mobile Apps


“Traditional mobile web brands will shift their focus into mobile apps in order to regain control over their first-party data and shopping experience. Social apps will be a huge player in driving user acquisition and re-engagement.” 

— Katy Lucey, Director of Paid Social at Tinuiti

katy lucey


Expanding Social Channels


“Small, digital-first businesses will become increasingly competitive to large brands due to early adoption on disruptor platforms like TikTok, Reddit, and Clubhouse.” 

— Jack Johnston, Paid Media Strategist at Tinuiti

“Reddit will see exponential ad growth in 2022 as brands realize the power of community-based targeting and engagement.” 

— Katy Lucey, Director of Paid Social at Tinuiti

katy lucey

Want to see more predictions from our team? Be sure to download the upcoming 2022 Social Media Advertising Guide. Want to share a prediction of your own? Contact us.

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