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Social on Tap: Q4 What's New and Planning For 2022

October 25, 2021

As we head towards the end of the year and begin to plan for 2022, we've rounded up some quick industry updates and tips for social media in Q4 2021 and beyond.

Facebook launches new content: Facebook has announced a variety of special events, features, and social media opportunities that will debut in the near future including:

  • New Holiday Shopping Experience: Facebook is kicking off the holiday shopping season with a new series of e-commerce focused events. Some of the biggest brand names will host live videos that will allow you to shop the latest holiday trends right from home. Read more here.
  • Audio Hub: Facebook is launching a new "Audio" destination in its mobile app, where users will be able to discover all the audio formats Facebook now hosts, including podcasts, Live Audio Rooms, and short-form audio all in one place. Learn more here
  • Reels: This video content, already popular on Instagram, will now be available on Facebook, allowing users to grow their communities and reach new audiences. Discover more here.
  • #BuyBlackFriday: Gearing up for the holiday season, live shopping experiences on Facebook and Instagram will start on November 1st with the return of the #BuyBlackFriday, an initiative to highlight Black-owned businesses and exclusive gifts and deals from Facebook Shops and Instagram Shops. Read more here.  

Instagram Live-Stream schedule is here: Users and Brands will now have the option to schedule Instagram Lives up to 90 days in advance. Users can share reminders and countdowns with their audiences directly to IG feed and stories. Read more here.

Twitter joins the creator fund movement: In an effort to support creative audio talent, Twitter launched a new Spaces “Spark” Program, focused on discovering and rewarding great talent on Twitter with financial, technical and marketing support. This is Twitter's attempt to poach creators from other platforms through financial support. Discover more here.

TikTok Brand Sounds: TikTok is introducing six new certified sound partners who will help brands leverage the potential sound strategies on the TikTok platform. Partners include ARM, MassiveMusic, and The Elements that will partner with brands and create viral tracks to build community engagement. Learn more here.

Gen Z vs Millennials: While marketers may consider these two groups similar in terms of behavior, it's important to understand each group separately to appropriately target them. Check out some key highlights below from

  • Social Media Usage:
  • Millennials prefer multiple types of content, including videos, photos and newsletters.
  • Gen Z users are much more in tune with the mobile video experience, leaning towards video-first platforms like Snapchat, YouTube and TikTok.
  • Takeaway: Repurpose your message into both written and video content for millennials, and focus on video content that's more direct for Gen Z.
  • Brand Trust:
  • Millennials are much more trusting of companies, however they will still expect companies to be transparent with their values.
  • Gen Z users are less trusting of companies and would rather see realistic over idealistic. They prefer a more diverse demographic.
  • Takeaway: Leverage influencer marketing and user-generated content as a way to build trust and showcase real-life customers organically.
  • Customer Experience:
  • Millennials have high expectations when it comes to their overall level of connection to brands throughout their purchase journey.
  • Gen Z responds best to the power of personalization.
  • Takeaway: It's important to ensure that you have conversational strategies in place, so your millennial customers can experience fast and accessible customer service. For Gen Z, you want to emphasize a hyper-personalized service.
  • Online Shopping:
  • Millennials love to read reviews before making a purchase. They also care about how your company operates, especially through the purchase journey.
  • Gen Z users like their mobile-first mindset and use this to navigate shopping online. They also love their rewards, like coupons or free delivery.
  • Takeaway: To meet both audience's expectations, mobile optimization is key. It's also important to make sure your brand is easily shoppable through your social media platforms and that the checkout process is easy to follow.

Planning Ahead: It's no surprise that video continues to dominate across platforms and will be a pivotal part of content strategy for 2022. Get ahead of the game and build out your video library now using the below quick tips for the best performing types of videos per platform:

  • Instagram:
  • IG Reels: Under 15 seconds is best.
  • IG Story: 1-7 Instagram stories is the optimal length.
  • IGTV: Between 2 to 5 minutes is ideal.
  • IG Video: 26 seconds has proven to be the best performing.
  • Facebook:
  • Facebook Video: Between 2 to 5 minutes is best.
  • Facebook Live: Live videos that last over 1 hour have higher engagement rates.
  • TikTok:
  • Under 15 seconds is ideal, however the platform is exploring video content up to 3 minutes, so watch this space.
  • Twitter:
  • Twitter Video: Videos between 43 to 45 seconds are more likely to be featured by Twitter.
  • YouTube:
  • YouTube Video: The ideal length for videos on YouTube is between 7 to 15 minutes.
  • LinkedIn:
  • LinkedIn Video: Videos between 15-30 seconds perform the best for brand awareness and brand consideration. For upper-funnel marketing goals, videos between 30 to 90 seconds are ideal.

Measuring Performance: What's the best way to measure your video performance? Here are the metrics you need to know:

  • View count: View count is the total number of people who have viewed your video. For most platforms, this is counted once someone has seen your video between the 3-30 second mark, so make sure your video is hyper-engaging in order to reel a viewer in.
  • Engagement: Your video engagement includes the total amount of comments and likes that your video content generates. Pay attention to the types of comments you're getting and take in any feedback to make your videos better.
  • Play rate: Your play rate is measured by dividing the number of people who clicked play by the total number of visitors who access the video landing page. Having an attention-grabbing thumbnail will be pivotal for this!
  • Watch time: Watch time is the total amount of time that people watched your video. A longer watch time means that people are enjoying your video, while a shorter one means you have missed the mark. You can find your average watch time by dividing the total watch time of your video by the total number of video plays, including replays.
  • Social shares: Social shares help widen your audience exponentially and help increase your brand awareness and bring in new leads. Cheeky,  entertaining and educational videos work best for this.
  • Clicks and click-through rates: If you are running a video ad campaign with a call-to-action button, the number of clicks and click-through rate will be an important KPI. You can measure your click-through rate by dividing the number of clicks that your ad receives by the number of times your ad is seen.
  • Conversions: Conversions for videos measure how well your video persuaded viewers to convert into a lead or a customer. UTM tags are the best way to track these for organic video.

Want to brainstorm further on any of the above information? Need some help planning for 2022? Contact our team by sending an email to!

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