2022 Social Media Trends: You will start spending big ad dollars on smaller networks

Of all the social media trends on this list, this one is perhaps the most surprising.

New research shows that consumers may be more receptive to advertising on smaller channels like TikTok, Snapchat, and Pinterest than the bigger social networks.

  • A study by Kantar, commissioned by TikTok, found that consumers ranked TikTok ads as more inspiring and enjoyable than ads on other platforms.

  • A Nielson study commissioned by Snapchat found that ads on Snapchat had more reach than TV ads and led to greater awareness and purchase intent.

  • A Pinterest Business study showed that ads on Pinterest had higher ROI and cheaper conversion rates than ads on other social networks.

Google Search Trends also show increasing search demand over the last two years for ads on these networks. TikTok is leading the charge.



This chart shows that rumors of good results are spreading. And curiosity about advertising on the smaller networks goes beyond self-funded studies.


Our hypothesis? The smaller networks aren’t as saturated with ads as Facebook and Instagram, so users may suffer less from ads fatigue.


Many social pros also had to diversify their ads strategy in early 2021 in response to the Apple iOS 14 update. This was when Apple announced an “opt in to ads tracking” option for all Apple users, blocking Facebook’s ability to target a vast chunk of its audience.


Most importantly though, TikTok, Pinterest and Snapchat all encourage advertisers to make their ads “fit in” with organic content that is already being posted by regular users.

The result is ads that are more entertaining and less disruptive, increasing conversions and all-round good vibes for businesses.


French beauty brand MAKE UP FOREVER ran an in-feed TikTok ad as part of a larger brand awareness campaign. It features a creator testing and reviewing a new foundation as they would on their own channel.


The campaign generated more than 11 million impressions and 10 million video views for the brand across France.


To-Do List:

  • Take a closer look at your engagement across all platforms. Have you been underestimating Pinterest users? Neglecting the potential of your Snapchat audience?

  • Study the content people post on that network. See if you can improve your brand’s tone to fit in with the vibe there.

  • Experiment with creating ads on that network. Or test a new network, especially if you’ve discounted it as too much effort for organic content in the past.

Info provided by Hootsuite

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