REPORT: Social Media Marketing Trends 2022

21 agencies from thenetworkone, the world’s leading independent agency network, share their trend forecasts on social media marketing.

The 133-page report identifies six key trends in social media and influencer marketing – as well as regional differences in major markets such as China, and specialist areas such as healthcare.

For sure, it covers some of the expected ground: the rise of the creator economy, the metaverse(s), and whether Tiktok is already more influential than Instagram. It also includes some thought-provoking and divergent points of view on questions all brands and agencies are asking themselves today in terms of campaigns versus always-on, influencers versus brand ambassadors, and whether content or channel is the right starting point in planning a social strategy.

Plus some surprising new insights emerging from the pandemic, like the increasing relevance of social media among more mature audiences, and the essential value of engaging with individual communities, rather than relying broad globalised messaging. 

Should you read this report? Yes you should. It’s the grass-roots, independently observed truth, rather than a view politicised by governments, lobbyists, media and platform owners, or the big public agency holding companies.

See the report below (or download the hi-res pdf):

We would like to thank all the experts who gave their time and shared their insights: Michał Kaliściak, Head of Content & Moderation, 180heartbeats +JUNG v MATT (PL), Kevin Fernandez, Social Media Producer, Adolescent Content (USA), Mar Camps, Digital Director, Atrevia (ES), Emily Ostrowska, Social Strategist, Culture (NZ), Adaobi Ugoago, Senior Creative Strategist, Day One Agency (USA), Silvia Tasso, Senior Digital Strategist & Francesca Trevisan, Digital Strategist, Different (IT), Jemma Parkin, Senior Account Manager, The Hallway (AU), Monika James, General Manager, Healthy Thinking Group Asia (SG), James Hebbert, Managing Director, Hylink UK (CH/UK), Lukas Hardy, Social Media Manager & Pancho González, Chief Creative Officer, Inbrax (CL), Oana Oprea, Head of Digital Planning, Jam Session (RO), Megan Perks, Executive Creative Director, Joe Public United (SA), Amy Bottrill, Social Account Director, Launch (UK), Gaby Arriaga, Founder, Leonardo1452 (MX), Rajesh Mehta, Chief Strategy Officer & Dhruv Gaur, Consultant, Digital Marketing, Medulla Communications (IN), Shannon Osborne, Head of Digital, Osaka Labs (UK), Lucas Florian, Unit Director, PIABO (DE), Kei Obusan, Senior Data and Insights Manager, Radarr (SG), Carol Chan, Managing Director, Comms8 (UK/HK), Presh Hunder, Social Media Manager & Jide Agbana, Product Marketing Manager, Enterfive (US / UK / NRA),  Christopher Dimmock, SVP Integrated Strategy, Abelson Taylor (USA).

Hope you all enjoy the report and find it as valuable as we did compiling it.


Jari Lähdevuori

Creative Director & Partner
Kurio // The Social Media Age(ncy)
jari [at]
+358 (0)50 530 6630

Julian Boulding
Julian.Boulding [at]
+44 (0)778 892 22 99


The world’s leading independent agencies network. With over 1,200 agencies in 115 countries, thenetworkone is uniquely suited to find you the right agency partner in whichever market you need. Our best-in-class agencies can provide advertising, PR, media, digital, events, branding and design, B2B and B2C solutions, plus anything else you might require.

Kurio // The Social Media Age(ncy)
We are a social-first creative agency based in Helsinki, Finland. We deliver results whether it is bigger profits, increased sales, reduced media budgets or globally acknowledged campaigns that move people with insight and creativity. We believe social media has changed the way marketing works – for good. Proud to be part of thenetworkone and named as the Agency Of The Year 2020 in European Excellence Awards, SABRE Awards EMEA and Finnish Comms Awards.

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