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Jono DuguidJan 11, 2022 2:12:00 PM2 min read

2022 Trends: Paid Social

Entering a new year can bring with it a lot of uncertainties. That's why having a world class Performance Marketing partner like R17 Ventures - with a track-record for being ahead of the trends - is so important.


Our team of Performance Marketing Specialists are constantly ahead of the curb, ensuring that we constantly deliver cutting edge paid media strategies that deliver results for our clients.

Watch Jandré Scholtz, our Head of Paid Social at R17 Ventures offer up his predictions for what some of the biggest trends in Paid Social for 2022 will be.

The Paid Social landscape continually evolves as new releases, features and targeting rules come into play; however, we anticipate the core 7 trends of paid social in 2022 to the following:

1. New Placements

New Placements are expected to be released / offered to paid social advertisers - like Instagram Reels.

2. Mitigation to Curb iOS' Tracking Changes

Continued mitigation (such as the Facebook Conversion API) to curb the effect of the iOS tracking changes and the increase in ad blockers / privacy proxies

3. Trust in the Algorithm

Trust in the algorithm is expected to grow in 2022 as machine learning and A.I. increase targeting accuracy through tools like Facebook's expanded audience feature.

4. Facebook to Have Less of the Paid Social Pie

Change in Platform Demographics means that with Facebook audiences getting older, performance marketers are needing to re-evaluate their advertising levers / platforms or budget allocations in order to target the right demographic

In 2021, TikTok surpassed Google for web traffic - indicating the massive influence this new social network is having on the world

Competitor advertising platforms are becoming more advanced. Snapchat, TikTok and Pinterest offer paid media advertisers strong advertising platforms that offer a wide range of advertising tools and options - in some cases providing performance marketers with increased usability and data when compared with a well established platform like Facebook Ads Manager. These platforms also tend to offer lower CPMs (cost per 1,000 impressions) and higher CTR (click-through rates) than a platform like Facebook Ads Manager.

5. Move Towards Social Commerce

2022 is expected to see a further move towards Social Commerce - as platforms like TikTok and Snapchat offer increased social commerce capabilities through partnerships with e-commerce platforms like Shopify.

6. Increase in UGC

User-generated content will continue to gain momentum into 2022, as advertisers continue to see growth from these ads (see our Content Marketing / Graphic Design Trends for 2022 to find more)

7. Omnichannel Strategies

Omnichannel Strategies will continue to be at the forefront of growth as attribution windows get smaller - for optimal results, it's becoming increasingly important for performance marketers to reach users across platforms.

Jono Duguid

Senior Business Development Manager - 12yrs+ Experience in Digital Marketing