news backgroundnews of the day

Meltwater report: nearly one in two brands plan to integrate TikTok into their strategy in 2022

By Nguyen OanhPublished: 12/23/21

The Meltwater platform, a leader in monitoring, influencer marketing, and social media management, has published its new report on the evolution of social media in 2022.

To draw up this inventory, Meltwater conducted a survey among 3,000 marketing and communication experts around the world (B2B, B2C, and NGOs). It brings together in its complete study the issues and challenges that await communication and social media professionals, regardless of their sector of activity.

Social media usage growing, TikTok leading the way

It is no longer a secret that social media now takes a central place in brand communication strategies. And on the front of the stage, the video format becomes essential in 2022.

Among the social media channels most used by European and American organizations, the 6 giants Facebook, LinkedIn, Instagram, YouTube, Twitter, and TikTok win hands down.

Meltwater report: nearly one in two brands plan to integrate TikTok into their strategy in 2022

In France (36%) and worldwide (40%), TikTok experienced the fastest growth in 2021. Moreover, nearly one in two brands in B2C (47%) say they plan to integrate TikTok into its strategy in 2022. For B2B organizations, the enthusiasm is more muted, with 27% of companies saying they want to use this channel.

Meltwater report: nearly one in two brands plan to integrate TikTok into their strategy in 2022

The affirmed (and confirmed) place of social media in the marketing mix

The report shows that social media is asserting itself in the marketing mixes and communication of organizations. It sheds light on the increased role of paid and organic social media in 2022 and the fact that the pandemic has largely contributed to this strong trend.

57% of respondents say that social media has taken on greater importance since Covid-19.

Other trends and topics explored by the report include the role of influencer marketing, social selling, and employee advocacy in brand strategies in 2022, and the objectives of these strategies.

Finally, we discover that 26% of the total budget allocated to marketing is invested in social networks.

Something to put your own social media strategy into perspective, according to the practices of your sector of activity!

To learn more about the right marketing mix and the strategies and tactics to put in place for your business, do not hesitate to deepen the subject with our marketing articles.

Transparency is an essential value for Appvizer. As a media, we strive to provide readers with useful quality content while allowing Appvizer to earn revenue from this content. Thus, we invite you to discover our compensation system.   Learn more

Best tools for you

News backgroundJust In! The top news of the web - Week 32
News
August 12, 2022
Just In! The top news of the web - Week 32
What should you take away from the news this week? Tools for localized online-to-offline marketing, how to improve ROI during recession by investing in media, the danger of deepfakes, tips to nurture talent for accounting firms, and much more.
News backgroundJust In! The top news of the web - Week 31
News
August 5, 2022
Just In! The top news of the web - Week 31
What should you take away from the news this week? 8 content marketing metrics marketers should care about, how federal scrutiny of mobile location data might affect marketers, Google delays third-party cookie deprecation, the talent textbook, and much more.
News backgroundJust In! The top news of the web - Week 30
News
July 29, 2022
Just In! The top news of the web - Week 30
What should you take away from the news this week? LinkedIn continues to see “record levels” of engagement and session growth, new Facebook feed format, whole-person safety, ICPRS Summit 2022, and much more.
News backgroundAccounting Industry Guidelines for Going Green
News
July 25, 2022
Accounting Industry Guidelines for Going Green
Climate change is an essential topic of discussion in today's world, and the accounting industry can make a change. Discover the standards and principles established by international accounting bodies that can help make an impact.
News backgroundJust In! The top news of the web - Week 29
News
July 22, 2022
Just In! The top news of the web - Week 29
In this episode, we’re going to learn more about: The Teads Attention Program, the end of third-party cookies, the next big cybersecurity threat, the impact of digital tax on accountants, and much more.
News backgroundBringing AI and Marketing Together at MAICON 2022
News
July 22, 2022
Bringing AI and Marketing Together at MAICON 2022
Ready to implement AI into your marketing strategies? If you’re a digital marketer, read on to discover MAICON 2022 and learn how AI can help plan, produce content, personalize your product, and more!
News backgroundBacking Cybersecurity at Black Hat 2022
News
July 19, 2022
Backing Cybersecurity at Black Hat 2022
Cybersecurity is essential for all businesses. At Black Hat 2022, computer security pros can discover the latest information, trends, and training. Learn more here!
News backgroundJust In! The top news of the web - Week 28
News
July 15, 2022
Just In! The top news of the web - Week 28
In this episode, we’re going to find out more about: LinkedIn’s new “Business Manager" platform for B2B marketers, the intermediate or advanced level of cloud usage, what you can do about increases in employee disengagement, carbon reduction in the accountancy sector, and much more.
News backgroundJust In! The top news of the web - Week 27
News
July 8, 2022
Just In! The top news of the web - Week 27
In this episode, we’re going to find out more about: tips on maximizing your reels content approach on Instagram, the rise of cloud data and cloud complexity, the benefits of small accounting firms, the growth of multi-access edge computing spending, and much more.
News backgroundJust In! The top news of the web - Week 26
News
July 1, 2022
Just In! The top news of the web - Week 26
In this episode, we’re going to find out more about: metaverse spending increases, the Gartner tech growth and innovation conference, low-code as a trending platform, the benefit and the challenge of remote work and office work, and much more.