26 Predictions for Social Media Marketing in 2022 #smnews
Part 2 Facebook
Here’s a platform-by-platform overview of key trends you can expect to see take shape in the 12 months ahead.

Algorithmic shifts

Removing algorithmic amplification was a key recommendation made by Facebook whistleblower Frances Haugen, and by providing this as a simple, optional feed alternative, that may well prove to be the easiest way forward, in that:
a) It gives users more control, which shows that Facebook is working to address this, and
b) Because most people won’t use it anyway, which lessen the impact for the company.

Building digital identity

Another key step that you can expect to see Facebook take action on in 2022 is digital identity, and building a bridge between your Facebook profile and your VR/metaverse presence.
We’re already seeing this with the rise of digital art-based NFT avatars, which will formulate how you’re projected to others in the virtual space, and Facebook is experimenting with its own NFT profile display options to lean into this shift. Facebook’s also gradually guiding more users towards its digital avatar creation tools, with advanced gesture and response options, and as the metaverse push continues to gain momentum, you can expect to see Facebook add more of these character tools to help more users build their virtual representation and depiction.
Expect to see a lot more 3D characters of your friends, in different forms, across Facebook’s apps, as it looks to shift focus to the next stage.

Trust the system

Facebook will continually push for advertisers to run longer campaigns, and to be patient, while marketers will increasingly move to a hybrid reporting approach, using Google Analytics and other methods to track response (don’t be surprised to see Facebook try to make a push on in-store QR code scanning as well, as a means to provide more direct attribution).


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