{"id":61865,"date":"2022-01-12T00:41:17","date_gmt":"2022-01-12T00:41:17","guid":{"rendered":"https:\/\/blog.glaciermediadigital.ca\/?p=61865"},"modified":"2022-03-17T17:46:45","modified_gmt":"2022-03-17T17:46:45","slug":"social-retrospective-2021","status":"publish","type":"post","link":"https:\/\/blog.lodestardigital.ca\/index.php\/2022\/01\/12\/social-retrospective-2021\/","title":{"rendered":"Social Retrospective 2021"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Both so much and so little has happened in 2021 (time warp back to 2020, anyone?), so here\u2019s a round-up of the biggest movers and shakers in the social media landscape over the past year. <\/span><\/p>\n<h4><strong>LinkedIn<\/strong><\/h4>\n<p><strong>Organic:<\/strong> With 2021 being dubbed the year of \u201cThe Great Resignation,\u201d it\u2019s no surprise that LinkedIn has risen in popularity to support this professional reshuffle.<\/p>\n<p>LinkedIn has reported record levels of engagement over Q4, as reported by parent company Microsoft, with <a href=\"https:\/\/www.socialmediatoday.com\/news\/linkedin-engagement-continues-to-grow-ad-revenue-rising-amid-economic-reco\/608954\/\" target=\"_blank\" rel=\"noopener\">user sessions up 19% and all-time high engagement<\/a>. Perhaps most surprisingly, Gen Z users now account for a large percentage of active LinkedIn users.<\/p>\n<p>Is LinkedIn becoming\u2026 cool?<\/p>\n<p>OK, maybe not quite, but here are some <a href=\"https:\/\/www.socialmediatoday.com\/news\/linkedin-shares-new-insights-into-key-trends-and-traits-among-gen-z-infogr\/610080\/\" target=\"_blank\" rel=\"noopener\">interesting stats<\/a> for thought:<\/p>\n<ul>\n<li>Today, more than 78 million Gen Z professionals are on LinkedIn<\/li>\n<li>71% of Gen Zers spend more than an hour on social media each day<\/li>\n<li>63% of the above visit LinkedIn more than once a week<\/li>\n<\/ul>\n<p>Plus, LinkedIn has been steadily rolling out <a href=\"https:\/\/www.socialmediatoday.com\/news\/linkedin-adds-new-tools-for-company-pages-including-workplace-flexibility\/609034\/\" target=\"_blank\" rel=\"noopener\">new (and useful) features for Company Pages<\/a> to provide more robust organic-only offerings for businesses.<\/p>\n<p><strong>Paid:<\/strong> In our experience, LinkedIn advertising has historically been five to six times more expensive than Facebook advertising. Certain limitations\u2014such as the minimum number of users for Matched Audiences, or restricted targeting parameters\u2014have made LinkedIn a secondary choice even for B2B advertisers. However, since the beginning of the global pandemic, recent IOS14 changes and Facebook\u2019s platform changes, LinkedIn emerged as one of the fastest-growing advertising platforms for marketers. Don\u2019t get us wrong\u2014it always was a good choice, but now it\u2019s a great opportunity for B2B marketing.<\/p>\n<p>In their own words, now is the time to make LinkedIn a strategic priority. According to <a href=\"https:\/\/www.emarketer.com\/content\/linkedin-holds-third-of-all-us-b2b-digital-display-ad-revenue\" target=\"_blank\" rel=\"noopener\">eMarketer<\/a>, in the U.S alone, LinkedIn made up the largest share of B2B display ad spending in 2021.<\/p>\n<p>With <a href=\"https:\/\/www.linkedin.com\/business\/marketing\/blog\/linkedin-ads\/why-you-should-be-marketing-on-linkedin-right-now\" target=\"_blank\" rel=\"noopener\">774 million users<\/a> located in 200-plus countries, LinkedIn is one of the top three players in B2B advertising. Three professionals sign up to join LinkedIn every second. The platform\u2019s advertising business has grown more than five times in the past five years. In the fourth quarter of 2021, LinkedIn\u2019s <a href=\"https:\/\/news.linkedin.com\/2021\/july\/linkedin-business-highlights-from-microsoft-s-fy21-q4-earnings\" target=\"_blank\" rel=\"noopener\">revenue surpassed $10 billion<\/a> for the first time.<\/p>\n<p>While advertising on LinkedIn is still more expensive than on Facebook, the cost per acquisition is slowly decreasing as the algorithm learns more about user behaviour and collects more data. In short, LinkedIn means business.<\/p>\n<h4><strong>TikTok<\/strong><\/h4>\n<p>Unless you\u2019ve been living on another planet this past year, you have no doubt either been swept up into the TikTok wave or are actively avoiding downloading another social app (we see you, and no shame in that). Either way, we would be remiss if we didn\u2019t touch on the <a href=\"https:\/\/gadgets.ndtv.com\/apps\/news\/tiktok-highest-grossing-most-downloaded-app-worldwide-2021-sensor-tower-youtube-tinder-disney-plus-2642290\" target=\"_blank\" rel=\"noopener\">most-downloaded and highest-grossing app of 2021<\/a>.<\/p>\n<p>We could write a long-form essay (or three) on TikTok growth, trends, tips, etc.\u2014so we\u2019re going to. More TikTok blog content to come (stay tuned), but for now, here are some of our favourite resources to tide you over.<\/p>\n<p><a href=\"https:\/\/later.com\/blog\/category\/tiktok\/\" target=\"_blank\" rel=\"noopener\">Later.com Blog<\/a><br \/>\n<a href=\"https:\/\/www.socialmediatoday.com\/search\/?q=tiktok\" target=\"_blank\" rel=\"noopener\">Social Media Today<\/a><br \/>\n<a href=\"https:\/\/ads.tiktok.com\/help\/category?id=9600\" target=\"_blank\" rel=\"noopener\">TikTok Business Help Centre Resources<\/a><\/p>\n<h4><strong>Pinterest<\/strong><\/h4>\n<p><strong>Organic:<\/strong> Pinterest has always had a unique place in the mind of consumers. An estimated <a href=\"https:\/\/business.pinterest.com\/audience\/\" target=\"_blank\" rel=\"noopener\">444 million people<\/a> use Pinterest every month to find products and ideas and to get inspired.<\/p>\n<p>In 2021, more male and Gen Z users joined the platform. The growth and the changes in user behaviour are why Pinterest ended up on our watch list. Pinterest hasn\u2019t been sleeping on <a href=\"https:\/\/www.socialmediatoday.com\/news\/pinterest-shares-trend-predictions-for-2022-based-on-usage-data\/611054\/\" target=\"_blank\" rel=\"noopener\">new features<\/a> either, which include Idea Pins and Trends, intended to create a more personalized user experience.<\/p>\n<p><strong>Paid:<\/strong> Pinterest can be the perfect addition to traditional Facebook\/Instagram advertising\u2014especially for brands looking to reach consumers at the top of the sales funnel, as most of the users employ Pinterest to plan for the future.<\/p>\n<p>In addition, Pinterest has been working tirelessly to update its Ads Manager and improve its targeting parameters. With a vast amount of data available on user interests and search patterns, the platform can easily compete with other social media channels for marketing dollars.<\/p>\n<p>If you\u2019ve reached the end of this blog and find yourself feeling rather overwhelmed, we\u2019ve got you. Our team of <a href=\"https:\/\/www.glaciermediadigital.ca\/contact-us\/\" target=\"_blank\" rel=\"noopener\">social media experts<\/a> lives and breathes this stuff, and would love to create a custom, integrated social media strategy for your business.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Both so much and so little has happened in 2021, so here\u2019s a round-up of the biggest movers and shakers in the social media landscape over the past year.<\/p>\n","protected":false},"author":13,"featured_media":62090,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[60],"tags":[109,110,238,239,240,241],"class_list":["post-61865","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-social-media","tag-social-media","tag-social-advertising","tag-social-media-trends","tag-pinterest","tag-tiktok","tag-linkedin"],"yoast_head":"<!-- This site is optimized with the 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