Mar 30 2022
Amy Rumpler

Innovations in Search & Social [March 2022]


What’s new in the realms of paid search and social media? Basis’ Senior Vice President of Paid Search and Social compiles all the latest news, trends, and resources each month for easy access.

Rival IQ: 2022 Social Media Industry Benchmark Report

This report looks at the average brand engagement rates across Facebook, Instagram, and Twitter—by vertical, and based on both organic and paid ads. To clarify: engagement metrics are calculated adding likes, comments, favorites, retweets, shares and reactions, and dividing that number by total follower count.

TikTok Isn’t the #1 US App for Shorter Videos

Contrary to popular belief, YouTube is still the top platform for watching short-form content, with 77.9% of users visiting to stream videos less than 10 minutes long, according to eMarketer. That said, in a separate report, eMarketer discussed how TikTok is looking to eat into YouTube’s dominance in capturing social video watchers across all age demographics. 

TikTok Rising Trends Report: What’s Next

The second edition of this annual report includes insights into key user trends and shifts that are likely to impact brand strategy over the coming year. Within each trend, the report includes case studies showcasing how marketers are maximizing opportunities, as well as specific tips on the types of posts that are performing well within each category.

Google: Search Trends Around Big Life Moments

In this "Think with Google" video installment, Google researchers discuss how people are changing their education habits, why residential real estate is top-of-mind, and what the rise in car searches means. A key theme is that searchers are using Google to prepare for life’s biggest moments now more than ever.

Facebook Widely Viewed Content Report

This first report in a new series of data coming out of Meta talks about the most widely-viewed content in the newsfeed. One important distinction they are quick to call out: the most widely-viewed content isn’t necessarily the content that gets the most engagement. 

Twitter 2022 Trends Report

After analyzing billions of Tweets over a two-year period, Twitter compiled a list of trends to pay attention to this year: from the Great Restoration (not to be confused with the Great Resignation), to fan-built worlds, to finance going social. Each section of the report reveals the conversations that surround these trending topics, as well as tips for understanding their significance to marketers.

eMarketer US Video Influencer Marketing Report: 2022

This report contains an analysis of the creator video landscape and offers strategic tips that marketers can use to achieve success with 2022 campaigns. Not surprisingly, eMarketer recommends that marketers take a video-first approach to creator marketing this year, and consider TikTok a good stage for new partnerships. That said, a mix of video and static assets is still advantageous. 

Notable Feature Updates

Pinterest Predicts Official Recap: The Biggest Announcements

In their second annual global ads summit, Pinterest shared information on the latest trends and innovations coming out of the platform. 

Twitter Testing In-Platform Shops

Joining in the social commerce craze, Twitter recently announced a new feature allowing merchants to pick a collection of up to 50 products to showcase to shoppers directly inside the platform. This is part of a larger effort to “better support professionals who come to Twitter to do business.”

Meta Showcases New VR Building Tools

In preparation for fulfilling their Metaverse vision, Meta has shared some additional details around their Horizon VR project and “Builder Bot.” While there are currently some limitations to the feature, the initiative speaks to how Meta plans to make the Metaverse a more inclusive, approachable space for both users and brands.

Google Debuts Vehicle Ads Format

Vehicle ads will initially be available in the US, but will expand to more countries soon. When consumers search for a vehicle type and year in Google, they’ll be served options featuring images, inventory information, and price.