Looking to improve your B2C advertising strategy and tactics in 2022? You will find a perspective in “Global Social Advertising Trends 2022,” a report by Smartly.io and WBR Insights.
The report is based on a survey of 100 respondents across North America. Respondents were B2C companies in e-commerce, consumer staples, retail, games, travel and financial services. All respondents were at the executive level or above, with roles in media, digital advertising, social advertising, performance marketing, brand marketing and e-commerce. All companies reported annual sales of approximately $ 500 million or more; 49% spent $ 1-5 million, 35% spent $ 5-10 million, and 10% spent $ 500,000-1 million.
“Not surprisingly, digital advertising has become more important than ever and social media is one of the main spaces in which B2C companies compete for customer attention and loyalty,” the summary said.
The report analyzes how B2C advertisers in North America are adapting their social media advertising to today’s markets and includes comparisons with figures from last year. The report also offers actionable suggestions on how to optimize social media advertising strategies in 2022. Below are 12 key insights from the 20-page report. For more information, download the full report.
1) Percentage of budget spent on social advertising
51% spent 50-75%
1% spent 76% to 90%
2) Platforms used for advertising
Twitter 71% (down 12% from last year)
LinkedIn 42% (down 20% from last year)
3) The biggest investments
44% spent the most on Instagram, while only 19% spent the most on Facebook. This is a significant change from last year, which saw just 29% of the top spend on Instagram.
4) Better return on ad spend (ROAS)
46% of advertisers reported the best ROAS on Instagram (close to 42% last year)
5) Increase spending
87% of advertisers planned to increase their Facebook ad spend in 2022, up from 76% in 2021. However, many more (73%) plan to increase their Instagram spend this year, up from 38% in 2021.
6) Automate advertising
73% said building and delivering social media involves manual processes that are often time consuming (up 1% from last year).
73% automated at least part of their social media campaign creation process
31% of respondents said they use automation for social media advertising, down from just 13% last year
8) Animated creation
47% plan to increase their use of animations and videos this year
34% plan to prioritize data-driven creatives
55% said their social media advertising and creative teams collaborate effectively through all stages of marketing
10) The biggest internal challenge
36% reported a lack of talent (i.e. inability to develop teams by hiring)
33% reported difficulty running campaigns across multiple social channels successfully
11) The biggest external challenge
34% cited rising social media advertising costs and increased competition
29% said they were adapting to new social channels and changing consumer behavior
12) Future goals
41% planned to spend more on social media advertising than in 2021
32% planned to use more creative automation
Smartly.io is a social advertising automation company that helps over 600 customers start and scale their social advertising on Facebook, Pinterest, and Snap. WBR Insights is the personalized research division of Worldwide Business Research.