TikTok, Snap, and Pinterest are difficult entrepreneurs to create extra artistic advertisements

This year new players have grown in the world of social media. TikTok, Snapchat, and Pinterest are gaining attention from marketers. And given the tremendous growth, 2022 will likely challenge marketers to diversify and get more creative in the way they do social advertising.

In this week, Rock content will publish a series of articles and interviews on key social media trends starting in 2022 to help you plan for the year ahead. This content was created in collaboration with. created Hootsuite, and focuses on the results of their Social trends 2022 Report interviewing 18,100 marketers and experts from across the industry.

This first article is about one of the report’s most interesting findings: New social channels are challenging marketers to get more creative with social ads.

The Hootsute study shows that the perceived effectiveness of Snapchat (+ 1,200%), TikTok (+ 700%), and Pinterest (+ 140%) for advertising has skyrocketed.

Take a look at how this compares with last year’s responses to the question, “Which social platforms do you think are most effective for meeting your business goals?”

TikTok makes a lot of noise

TikTok reached 1 billion users in September and is expected to grow up 1.5 billion next year. It is becoming dominant among a younger generation with an entertainment feed showcasing the users’ friends, idols, and influencers in creative video scenarios like dancing and joking.

According to ranger, 63% of Generation Z US teenagers (ages 12-17) use TikTok. A year ago it was 50%. And Snapchat, which we’ll talk about soon, kept its user base at 54% between 2020 and 2021. Take a look at:

Source: Forrester

Snapchat and Pinterest also shine!

As TikTok continues to grow, two other platforms have shown significant growth in the past two years: Snapchat and Pinterest.

What do they have in common? Both claim that the best advertising is more organic and appears natural in users’ feeds.

Snapchat was launched in the middle of the last decade. It is a mobile app that allows users to share photos, videos, and educational content. This platform is most commonly used by the Generation Z demographics. The service was growing at a rate of 20% from quarter to quarter.

Pinterest was launched more than ten years ago and continues to specialize in inspiring content. Pinterest’s user base coincides with those looking for curated decor, design, and lifestyle influences. It is a platform where content can be easily shared between other Pinterest users and through other social media channels. As with Google, the search function is therefore an essential part of the platform’s success.

This trait has fueled Pinterest’s growth during the pandemic. When people got banned, they started using the online store more. And when they couldn’t visit physical stores, Pinterest brought them an online alternative. The social media service has grown by 100 million users.

Make content, not ads!

TikTok, Snapchat and Pinterest have a great focus on content in common, especially when it comes to advertising. TikTok’s slogan for its marketing arm is “Don’t advertise. Make TikToks. ”.

Pinterest urges advertisers to “stop interrupting. Let yourself be inspired.”

Snapchat wants brands to “become a part of Snapchatter’s everyday conversations.”

Source: TikTok

Of course, TikTok, Snapchat, and Pinterest have paid ad platforms that can increase the reach of advertisers. However, their discourse encourages brands to be part of the conversation.

At the Rock content, we believe content is an incredible approach to marketing. For example, in the US, 70% of people prefer to get information about a company or product from content, like this Demand metric.

Source: Pinterest

When these emerging social media networks ask brands to have a conversation, they’re looking for natural interaction, such as an influencer taking part in a sponsored challenge on TikTok or a brand sponsoring couches on Pinterest while users follow up looking for inspiring home decor.

There are a few brands that are doing a good job with their more native content:

NBA

On Twitter, the NBA focuses on news. On TikTok, the league picks up comedy and memes.

Subway

The fast food company wanted to draw attention to its new sandwich and, using emojis on Snapchat, theirs Reach increased by 25%.

Tesco

The supermarket chain uses its Pinterest account to share recipes that can be made with the products sold in their stores. The canal is divided according to the seasons, ingredients and occasions.

Do you want to get started?

Think about what people are doing within the channel your audience is on. The success of all content marketing depends on balancing the interests of your brand and your audience.

Would you like more tips on implementing your social media strategy? I suggest you grab it Hootsuite‘s social trends 2022 Report. You can also check out the other trends via the incredible interactive experience they released.

Next week, in this special series, we’ll be discussing how brands are partnering with YouTubers to improve their audiences, build trust, and increase awareness. See you there!