Social Media Management & Marketing

A Guide to Creating an Effective Social Media Strategy for 2022

As more brands take their businesses online, your social media management and marketing strategy and campaigns need to be more dynamic and competitive than ever before. Add to that, social media platforms roll out brand new features every year – or months, even. 

And with rollout after rollout, comes the need to update your social media strategy. Online trends seen in the first quarter of 2020 saw many developments in social media with Clubhouse entertainingly shaking up the knees of its bigger competitors in the space.

On the other hand, Q2 also saw an equal, if not greater, share of exciting updates. In Q2, much to the suprirse and bane of social media advertisers, Apple dropped a security update with iOS14 that would mess up the data tracking. You’ll find the quick summary of that and tips to manage further down in this article.

Now, you know we won’t be the first nor last to tell you that because of these sudden updates, it’s imperative that you junk outdated strategies. You also shouldn’t always be playing catch-up with new trends and tools at the last minute. 

Digital requires you to be – to say the least – agile and always prepared to update your social media marketing efforts two or even three steps ahead of the competition to stay on top of the online marketing landscape.

But in case you’ve found yourself caught once again struggling to keep in step, then we’ve got you.

Apart from the usual blogs about social media marketing, here is your handy social media strategy guide for 2022.

Boosting your social media strategies for 2022

From the key trends down to the tools and steps you’ll need to take, gear up for social media marketing in 2022 with the help of the list below.

Smart device showing different popular social media platforms

Photo Courtesy of NordWood Themes via Unsplash

Key considerations for your social media campaign for 2022

  1. New social media updates for 2021
  2. Apple’s App Tracking Transparency Framework in a nutshell

Social media marketing tools you should have in 2022

  1. Buzzsumo
  2. Quuu
  3. Canva
  4. Buffer
  5. Hootsuite
  6. Sprout Social
  7. Bitly
  8. Facebook Audience insights
  9. Brandwatch Analytics
  10. Google Analytics

An optimized social media strategy process 

  1. Conduct a social media audit
  2. Establish your social media goals
  3. Set your benchmarks
  4. Do market research
  5. Conduct social listening
  6. Audit your competitors
  7. Craft your brand’s social media persona
  8. Identify tactical approaches
  9. Determine your content buckets
  10. Craft the themes fo your content
  11. Create mood boards
  12. Measure and track your social media performance

1. New Social Media Features for the 2nd Quarter of 2021


  • Facebook’s Shop Ads. A new feature that pushes targeted ads to audiences who are most likely to make a purchase from your brand. Shop Ads bases its targeting on already established shopping behavior of your customers.
  • Augmented Reality (AR) dynamic ads. Even without a physical store, you can provide your customers the ability to “try out” products virtually. This feature should be most taken advantage of by beauty companies whose customers often have to test colors and shades prior to purchasing.


  • Audio feature for Reels. This feature allows users to search for videos by song – adding further proof to the rising uptake and value of audio content in the digital marketing mix. Through this feature, users can type in a song title in the search bar, and the platform will pull up a 30-second sequence of all Reels that used the specific song searched for. Also, this audio feature lets you save trending musical hits for brand new content. 
  • New display ads for Instagram Shopping. These display ads are in the form of a single picture or an image carousel, and users only have to click on the ads to read and learn more about the products. And of course, they have the option to shop these products, too!


  • Review event details for LIVE events and promotional features. You can check all details before publishing a LIVE event to all your viewers. Once the event details are ready, you can now also promote your brand’s event through in-app messages and a video with a LIVE countdown sticker.
  • LIVE Q&As. Lets TikTok audiences ask questions during the livestreams. You can check out questions about your products on a separate panel, and your viewers can also use various TikTok Q&A tools that will showcase all the questions and answers to everyone.
  • Moderator feature. Lets you moderate a LIVE event or assign moderators for a livestream before it starts. Moderators have access to features that will mute, block, and filter spam or abusive comments from users, so that you and your viewers only see relevant content. 


  • Rereshed branding. Features changes for in-app fonts, colors, and images. The platform now uses the font style Chirp, and the app colors are high contrast and have a lighter blue color. For the images, they now have full displays and they might even remove rounded borders on the uploaded photos in the future. Marketers like you should be on the lookout for these visual updates, as it may signal more ways for you to make your content standout. 


  • Paid Boost. Allows LinkedIn users to promote posts even more, especially the ones that are already receiving lots of engagement from audiences.
  • Event Ads. Promote livestream events through Custom Streaming, and find out the total engagement impact of your events through Event Analytics. LinkedIn’s Event Ads help you make event promotions using even highlights such as the registration link, date, and time of the events. Stream these events using Custom Streaming, where you can start livestreams via Zoom, OBs, WebEx and Microsoft Teams.
  • Event Analytics tool. Helps you check out the reach, engagements, and types of brands and businesses that your event attendees are affiliated with. 

Aside from these new platform trends that you can use in your social media strategy, let’s zoom in as well on the iOS update we mentioned earlier. Specifically, the iOS14 security update to strengthen Apple’s efforts to bolster user privacy.

2. Apple’s App Tracking Transparency Framework in a nutshell

As part of the updates for iOS 14.5, the App Tracking Transparency framework was introduced. Considered as a huge step for user privacy, this feature lets app creators request permission from users before their apps can track data from their devices. 

Why it matters and how you can manage

Data tracking helps you display targeted third-party ads using the device location, email lists, and other personal data that you can get from users who access your app. With data tracking, you can reach your audiences better with analytics that your app provides. But now that users have the chance to deny app tracking permissions, you might have to shell out more money to gain information for targeted ads. 

Now, the best way to avoid having your users clicking on the “Deny” button is to ensure customer privacy. 

Here are some steps on how to protect customer data privacy while making sure that your social marketing efforts do not go to waste.

  1. Provide a purpose string in your app’s system. This is part of the App Tracking Transparency framework, which helps you explain why you are tracking certain information from your user. In this way, your users will understand how you are using the information and therefore, increase your chances of allowing data tracking permissions. 
  2. Strengthen your app’s data protection and security. You would easily lose customer trust if their own phone’s security software tags your apps as “harmful” or even alerts them that your phone has viruses. Keep your apps updated with good security safeguards, and do not be afraid to invest money for it since it will help your business in the long run. 
  3. Educate yourself about customer data privacy protection. Hackers get faster and smarter, so you need to keep up with them as well. Learn about data security laws and new trends on data protection. Also, partner with a premium mobile app development company that advocates for data privacy as well.

Photo Courtesy of Adem AY via Unsplash

Social media marketing tools you should have in 2022

Having social marketing tools takes you one step above your competitors. They can help you strategize, research, and schedule posts. Plus, they are great ways to engage hundreds or even thousands of audiences that you have. In this list, try the best tools for your social media strategy.

Buzzsumo is a great research tool for social marketing. The tool provides helpful insights that you can use to make high-performing content, evaluate their performance, and contact the best influencers to promote your content. 

Let Quuu help you find relevant content to share. The tool lets you directly connect to popular social media platforms, and you can easily choose categories that matter for each platform. 

Create beautiful visuals for all your contents. Use Canva to make your creative ideas come to life through images, videos, presentations, and more. The tool also lets you accomplish creative collaborative work, and has sharing, printing, and scheduling features as well. 

When it comes to visuals, having a great tool like Canva is not enough. You have to combine its use with the best practices for visual content in social media.

Do more than just planning and publishing your brand’s content. Have access to insightful social marketing analytics and great customer engagement tools with Buffer. This social media tool lets you pick the relevant comments through helpful labels, which could easily help you improve or maintain your brand’s services. 

Hootsuite is your go-to social media campaign tool that does it all. In your Hootsuite dashboard, you can plan, schedule, and research more quality content for your social media platforms. In addition, they offer courses and certifications to get you ahead as a social media marketer. 

Sprout Social arms you with the strongest tools for social media marketing. They have engagement, publishing and scheduling, and analytics tools. On top of that, they have insight tools that lets you easily check out the trends across social media platforms. 

Who would want long and often suspicious links? With Bitly, shorten your links and make them more credible. You can just integrate Bitly with any social media marketing tool, so it’s less of a hassle. Plus, Bitly’s custom links are encrypted with HTTPs which ensures customer data privacy. 

Facebook Audience Insights help you learn more about your targeted customers. With Audience Insights, you have access to anonymous information about your customers’ demographics, location, language, purchases activity, and even page likes. 

Go for an intelligence platform, to make content that resonates well with your customers. Brandwatch is a leader in detecting all the leading consumer trends, and also in addressing threats for your brand. 

Google Analytics is not just for websites, but also for social media platforms. This powerful tool provides complete information about your platforms and also your users, and you can also integrate it with other marketing tools that will help you earn the results that you want. 

Didn’t find the best tool for you? There are many premium social media tools available for your use. Make sure to do your research, so you can choose the best ones that fit your requirements and capabilities.

Photo Courtesy of Clayton Robbins via Unsplash

An Optimized Social Media Strategy Process

Crafting a social media campaign is not an easy task and by now, you might only think of all the things that could go wrong. But with a smooth social marketing process, you’d be assured that you have less to worry about. Build your social platforms for success using this strategy process, inspired by Propelrr’s scalable digital marketing framework

  1. Conduct a social media audit

To know how you can improve your social media campaign, you first need to look at your existing data. Check out how your customers interact with your content. Find out which content stands out the most, and which platforms are getting the most interactions. In this way, you’ll know which aspects of your campaign need improvement.

  1. Establish your social media goals

Without a clear set of goals, you would not be able to craft the best social media strategy. Your goals serve as the blueprint of your campaign efforts. But you have to remember that your social marketing goals should also align with your brand’s business objectives. Make goals that do not just reach your customers, but also raise brand awareness. 

  1. Set your benchmarks

Benchmarking is a good method to evaluate which of your social marketing efforts needs improvement. With benchmarking, you can make an objective evaluation of your marketing activities and track its progress. Have a look at these activities’ effects on your customer’s behavior, and use that information to identify which activities need to be removed or changed for the better.

  1. Do market research

Research is very important in any digital marketing campaign. So if you want your social media strategy to work, do not forget doing your research. Recognize the trends for your brand’s products and services, and how your customers view your brand. Check out your competitors and the edge of your brand against them. 

  1. Conduct social listening

If you have a social media platform, your users are bound to post negative and positive comments about your brand. Use those comments to figure out which aspects of your social media campaign actually work. Avail of social listening services as well to help you keep track of how other people across blogs, forums, and other online communities view your brand. 

  1. Audit your competitors

In social media marketing, you need to keep your friends close and your enemies closer. Your competitors have rich information on what social media strategies work or not. Use their social media strategy as comparison to your own marketing strategies. 

  1. Craft your brand’s social media persona

There are lots of brands out there that stand out because of their online presence. This is why a brand persona is crucial, because it will instantly help your brand stand out and resonate with your audience. Target your customers’ demographics, pain points, and motivation in making your social media persona. 

  1. Identify tactical approaches

You’ve done your research and your goals are ready. Now, what is next for your social media strategy process? Make specific tactics to meet your social media goals. For example, use your brand persona to connect with your target audience and use it as a basis for market research. 

  1. Determine your content buckets

Content buckets or categories can be your brand’s treasure trove for achieving brand recognition. Identify content buckets that establish connection with your target market. Also, make it a part of your social media strategy checklist to carefully plot content buckets. 

  1. Craft the themes for your content

As a brand, you would want to stand out but still maintain your business goals and values through your content. Do this by carefully planning content themes in your social marketing calendar. This will allow you to craft unique, compelling, and consistent content for your brand. 

  1. Create mood boards

Using your themes, create mood boards for your content. Mood boards foster creative inspiration among your content creators. Also, these mood boards are good visual previews for comparing color schemes, images, and the overall feel of your social media content. 

  1. Measure and track your social media performance

Of course, successfully trying your social media strategy is not the end of your campaign efforts. As always, you go back to research. Evaluate your social media strategy’s performance and use it as future reference for new marketing strategies. 

Key takeaways

Finally, we would like to reiterate that social media strategies can and should change frequently. Don’t fall in love with a process so much that you don’t risk switching things up until it’s too late. Updates on digital platforms happen in the blink of an eye, so make sure to always be flexible and adaptable.

Ultimately, in this new age of digital marketing, you can always bank on success so long as you bear in mind these key things:

  • A dynamic digital marketer = a great social media campaign. Social media continues to roll out features for months. If you want to have a great social media strategy that lessens the chance of failure, you need to be willing to adjust and keep up with the trends as well. Being on the lookout for great features that can highlight your brand even more is a good way to keep your customers engaged.
  • Prioritize user privacy without compromising your marketing efforts. Ensuring customer privacy is important, because it gains your customer’s trust. No one wants to be involved in a brand that can easily be hacked. Protect your customer privacy but at the same time, find ways that will not negatively affect your marketing campaigns. 
  • The best way to create a social media strategy that works? Start early. We are already in the second quarter of 2021, and before you know it, we are welcoming 2022! Do not wait for December to plan what new techniques or tools you’ll be using for next year. Keep your customers excited for new content in your social media platforms even before the year ends. 

Now that is a wrap! You now have a battle plan for your 2022 social media campaign. We’re sure you’ll be ready to try out new social media features, tools, and techniques that will drive engagement and conversions for your brand.

But hey, if you ever feel that you want more unique insights that this guide has to offer, we are always here to help. Give us a shoutout at our Facebook, Twitter, and LinkedIn accounts.

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