Australians are social, and there’s no stopping —

Australians are social, and there's no stopping —

A Digital 2022 report shows the amount of Australians who are using social media is increasing by 4.6 per cent, and there are 21 million users of social media across the nation (almost 1 million brand new members) from the beginning of the year before, which is equivalent to 83 % of the total population.

Says Letrecia Tippett, head of Australia and New Zealand, Hootsuite: “As social media usage in Australia steadily increases, it is more important than ever before for companies to embrace social media to strengthen their connection with their customers. As Australians navigate through yet another challenging year of the pandemic, we encourage businesses to make use of the data from our Digital 2022 report to help them navigate which social media platforms will be most efficient in connecting them with their audiences.”

In addition to the growth in the number of social media users, Australians aged 16-64 are using social networks more every day, averaging one hour and 56 mins (10 percent more). Facebook remains the most widely used social network, followed by Facebook Messenger and Instagram in Australia.

We Are Social and Hootsuite Digital 2022 report finds 83% of Australians now on social media

The report highlights the importance of investing in social media. This report shows you can reach 15 million (58 percent of the number of) Australians through advertisements on Facebook, and TikTok can have an ad impact of 7.38 million people who are 18 and above.

Australian businesses are expanding their digital advertising efforts to appeal to a global audience. They are investing an additional $392 million (AUD$551 million) (18 percent growth) in programmatic and social media advertising, compared to the previous year. Social media accounts for 27 percent (US$2.6 billion or AUD$3.6 billion) of the total advertising on the internet, and programming makes up 78 % (US$7.5 billion/AUD$10.5 billion).

With a worldwide audience accessible via the web, Australian businesses are increasingly 

According to Tippett: “The significant uplift in advertising spending on digital platforms in the last twelve months is evidence that Australian companies are fighting for a share of voice and are looking to increase the reach of their customers through all channels online. As we progress, organizations must continue to focus on a digital-focused approach, to ensure that they don’t miss crucial opportunities to grow and attract potential customers.”

Despite Facebook being the most used application, Australians spend more time on TikTok. Users spend on average 23.4 hours per person every month (40 percent growth) using the app, as compared with 17.6 hours (3 percent decrease) using Facebook in addition to 8.3 hours per month (2 percent growth) for Instagram.

Ads on the TikTok platform are growing at a rapid rate. Digital 2022 Australia reports that the platform has reached 37 percent (audience of 18 and over) and is the 3rd most popular mobile application in the last year, putting it behind Service Victoria and Service NSW.

The report also discusses that gaming has become an integral part of life for Australians, and 3 out of four internet users between 16 and 64 play video games on gaming consoles on average for 1 hour and seven minutes per day (24.3 percent growth). It means that Australian online media spending on video games has risen by 25 percent and is currently in the range of US$716.9 Million (AUD$1 billion). Mobile is still the most popular game console, and more than 50% of gamers play games on phones (49.5 per cent).).

According to Suzie Shaw, the CEO of We Are Social Australia: “Online gaming has truly become a popular pastime in Australia, and many people are spending all week long playing. Through the entire pandemic, people have connected via gaming, and it’s transformed from an outlet for entertainment in a single room to an activity that involves connecting with families and friends and making significant connections. The game world isn’t easy and time-consuming. Still, considering the number of people playing and the amount of time spent on it, the thrill of gaming environments, and the creativity it offers, businesses should think about gaming as a part of their strategies in 2022.”

A report by We are social and Hootsuite – The Digital 2022 report provides an overview of internet, mobile, and social media usage and behaviours around the world.

Top 9 social media trends for e-commerce in 2022 and beyond

Top 9 social media trends for e-commerce in 2022 and beyond

Social media moves fast. It is no longer a trend. It has become an integral part of popular culture and a vital marketing tool for brands looking to expand their reach. Since social media is an ever-changing landscape and the most effective channel for marketers to reach their target audience, it’s essential to research the latest trends so you can fulfil your brand’s potential.

How are brands and businesses standing out in 2022? What trends should you watch to stay ahead of the curve?


Tiktok for marketing

TikTok is a popular video app that has gained an impressive amount of users in just a few years. In September 2021, it passed the 1 billion user mark, making it the 7th most popular social network. The app grew so quickly because of its simplicity and ease of use.



tiktok app on smartphonePhoto by Hello I’m Nik on Unsplash

But despite this rapid growth, businesses are unsure whether they should invest in TikTok.

To put this into perspective, Instagram’s monthly active users grew at a rate of 6% in 2020. 

Over the last year, search demand for TikTok has grown by 173%. 

There is no doubt about its popularity and potential to become a cornerstone for future social media marketing campaigns. 


Big companies and ad agencies will spend big ad dollars on smaller networks.

This social media may be the most surprising in 2022.

New research shows that consumers may be more receptive to advertising on smaller channels like TikTok, Snapchat, and Pinterest than the more extensive social networks. 

A study by Kantar, commissioned by TikTok, found that consumers ranked TikTok ads as more inspiring and enjoyable than ads on other platforms. 

A Pinterest Business study showed that ads on Pinterest had higher ROI and cheaper conversion rates than ads on other social networks.

A Nielson study commissioned by Snapchat found that ads on Snapchat had more reach than TV leading to broader reach and increase in purchase intent.

In early 2021, social media pros had to diversify their ads strategy in response to Apple iOS 14 update. When Apple announced an “opt-in to ads tracking” option for all Apple users, it blocked Facebook’s ability to target a vast chunk of its audience.

First and foremost, TikTok, Pinterest, and Snapchat all encourage advertisers to make their ads fit in with organic content already being posted by regular users. The result is more entertaining and less disruptive ads, increasing conversions and overall good vibes for businesses.


Shoppers today expect to buy brand products on social media.

Before the pandemic, social commerce was a flashy opportunity for the most innovative businesses. But increased social media consumption combined with stay-at-home mandates created the perfect conditions for a social shopping explosion, which is not going away.

Social commerce is predicted to be an $80 billion industry by 2025, riding the coattails of equally massive e-commerce growth (an increase of 18% in 2020 alone).


Photo by Charles Deluvio on Unsplash


In the past year, most shoppers have been using social media to learn about new brands and research products before purchasing. Many businesses have figured out that allowing users to checkout within their social media accounts just makes sense.

81% of shoppers already used social media to discover new brands and research products before the pandemic.

In today’s digital world, consumers are more likely to turn to a social network than they are to search engine results when shopping.

Many social networks have in-app shopping solutions now with live video and new features that help shoppers complete purchases. Instagram, Facebook, and Pinterest are the most popular social networks for shopping.

Content marketing has become a significant part of the social media landscape. It will only continue to grow as more businesses realise they don’t need to spend thousands on ads to reach their customers.


Fewer people want to talk to your brand on the phone.

Between lockdowns, halting global supply chains, and labour shortages, consumers, have had more urgent questions for businesses than ever before. But their expectations for service are higher than ever. And they’ve discovered that they can get answers to those questions more conveniently using social media.

In a Nielsen survey commissioned by Facebook, 64% said they would prefer to message rather than call a business. 

Gartner’s research predicts that by 2023, 60% of customer service will be done through digital channels. People are more likely to use social media for day-to-day interactions. According to Gartner, “Despite the rise in demand for customer service via social media, many organisations aren’t prepared to deliver effective customer service via social media.


Long-form video is a bust, except on YouTube.

According to video hosting software company Vidyard, 60% of all videos published on the internet in 2020 were under 2 minutes long. Two years ago, with the advent of IGTV and Facebook Watch (not to mention the supposed demise of Snapchat), there was a moment when we all thought the long-form video was the future.

YouTube was known for its long-form educational videos. But it changed its algorithm in late 2018 to reward videos 10 minutes long or more. By 2021 Facebook wanted to compete in the same arena and launched shorts for Youtube.

In late 2019, Instagram launched Reels, a video-making feature that competed with TikTok and Snapchat’s Stories, and it caught on. Will Smith even narrated an IGTV show for National Geographic.


More outsourcing to Creators- at least some of your engagement tactics 

The creator economy has been around for about a decade. But it boomed during the pandemic as people looked for ways to diversify their income (due to unemployment, or a sudden influx of spare time, or both), But we’re not just talking about millionaire YouTube stars. It’s now considered typical for regular folks to monetise their hobbies, create several income streams, or freelance on social media.

The term “creator” encompasses both professional influencer marketers and amateur content creators — basically anyone who writes, edits, designs, and films content to publish on social media with an entrepreneurial motivation.

As of 2021, 50 million people are projected to consider themselves Creators. 

A niche audience is vital if you want to build a brand online. You’ll need to make a shortlist of creators with already established fan bases that match the niche you’re trying to reach. And it’s important to know when and how to pay them fair rates, even if they are micro-influencers.


Learn Paid Advertising 

The Covid-19 pandemic caused a few ups and downs for business marketing on social media. Businesses reduced their spending on ads and complained about low returns on over-saturated networks.

Plus, Apple allowed users to opt out of Facebook tracking. It caused Facebook advertisers to reinvent how they did their ad targeting.

That said, Facebook and Instagram are still the most prominent players in the game in ad revenue yearly.

Social media marketers have plenty of options for reaching their followers. For example, you can get your posts in front of your followers on Facebook by boosting them to target audiences, or you can post directly to Instagram and get it in front of the platform’s 1 billion monthly active users.

No matter your budget, someone on your social marketing team will have to learn how to boost and learn the basics of audience targeting.


Don’t post anything without a social listening strategy.

During the COVID-19 pandemic, companies that had previously been resistant to social listening were forced to engage in it during a crisis. They liked responding in real-time and showing their concern for the public.

But as the pandemic progressed, more businesses learned that social listening could help them understand and predict customer preferences and eliminate potential disasters.


Develop a social audio strategy

It is not just a social media strategy; it is a cross-platform strategy. It will grow your business by increasing your reach and engagement. It’s the perfect tool for storytelling.

The future of online audio content is bright and promising. Audio consumption has doubled in the last two years, with 65 million people listening to podcasts globally. According to 

Clubhouse launched in March 2020 but multiplied in popularity in early 2021. Twitter launched its social audio platform, Spaces, soon after. Facebook is also reportedly trying to enter the temporary live audio format.

These events had many social marketing teams scrambling to decide whether it was worth investing in a social audio strategy. 

The Future Of Communication: 10 Predictions For 2022

The Future Of Communication: 10 Predictions For 2022

Red Havas finally released the renowned “Red Sky” Predictions of 2022. The report collaborates with Red Havas communicators experts from all over the world.

The aim is to better understand the changing nature of communication and how we can embrace the future to benefit customers- said James Wright, global CEO of Red Havas. The fact that change is inevitable motivates communicators to accept the changes.

The forecasts are:

Corporate Purpose

In the near future, brands will continue to shift their communication in the near future, employing new styles and voices to speak to subjects they may not have addressed, such as diversity equity, inclusion, diversity (D&I), climate action, and mental health. Consumers can expect these pledges to be translated into actions.

Personnel Gets Personal

Employers must embrace an employee-centric brand positioning that highlights how a job with the company will fit an employee’s life. Furthermore, the experience for employees must be in line with the promises of the message by embracing employees to be their authentic selves and responding to their evolving individual and individual needs.

Rise of Social Audio

Social audio is here to stay, and it’s time for marketers to start getting ready. The interest in this medium will continue to grow as consumers are introduced to it more and more. Social audio is a new way for consumers to listen to and share audio content. It’s also a way for brands and companies to reach their target audiences. Marketers need to be ready for this new trend by finding ways to work with their brand partners and ambassadors, as well as their social channels.

Social Focus

To meet growing expectations about how employers deal with HR and cultural issues, Companies will provide clarity and transparency to what they mean by their definition of the “S” in ESG (Environmental, Social and Governance). The companies will track and report their actions within their organisation and across the value chain.

team conference

Safety with a Smile

There is bound to be an increase in safety-related messages in the hospitality sector. Companies that have an innovative and concise policy and communication will see an increase in employee engagement and satisfaction of guests.


customer care person


Third parties’ credibility will grow because of the increase in collaborations and partnerships with hotels, health and safety brands, and companies.


Power of Nostalgia

Businesses should seek out ways to draw nostalgia to the deepest level. They can achieve this through strategic partnerships and campaigns that bring warm memories to mind and build relationships to prove the future is bright.

Patient Choice, Patient Voice

This year, gender-based awareness is set to be integrated into pharma-driven disease education. Although there is no set of guidelines for this, the most courageous firms will stand up to the criticisms associated with inclusion.

Experiential Retail Renaissance

Brands need to reinvent the customer’s journey, and they’ll seamlessly blend retail and experience to reinvent how shoppers shop. In making a store an experience, brands can ensure that brick-and-mortar stores don’t just remain in business and relevant but also can complement the e-commerce initiatives and ultimately bring brands to life.

As Seen on Social” Is the New “As Seen on TV

As the number of TikTok and IG reels users increases, so does its usage as a marketing tool and the measurement of the success of online shopping.

phone with social media icon apps on screem


Social media is now an integral part of people’s lives. With social media growing increasingly important, it is expected that the “As Seen on Social” label can give businesses an advantage in the marketing of their products.

VIP Access to Creators

Exclusive content has created the possibility for creators to commercialise their work. Brands must compete with this model. It means finding genuine influencers and the perfect match to the brand’s image over the long haul.

Final thoughts

It is clear that communication will continue to develop in the coming years, and here at CSMG digital, the process has already begun. With these and other emerging trends coming in the near future, it’s easy to see why the way we communicate will change over the next 10 years – in addition to how technology is likely to be a part of the transformation.

Note – with thanks to Red Havas.

The Future Of Digital Advertising

social media on phone and on laptop

The Future Of Digital Advertising

Digital advertising is a significant marketing strategy for a company. To be effective, you must focus on the best ways to reach the appropriate audience and give them the details about your services and products. The reason digital advertising is so well-known is due to its ingenious strategy for promoting brands through the integration of mobile and social media apps into its strategies.  

The digital advertising field has drastically changed over the past couple of decades, but we’re witnessing some change regarding how people pay for online ads. One of the primary reasons it’s crucial to monitor this sector is that it’s multiplying. According to eMarketer, the digital industry is growing at a rapid pace.

digital advertisements on billboards

Although some things remain the same, there are always new developments to consider. Here are a few of the things we can anticipate for the future:

Social media trends

The popularity of digital advertising is due to its innovative approach towards brand promotion by integrating social media and mobile apps into its strategy. Social media’s rapid growth has changed how people consume content, spending less time on traditional media and more time on social media. As a result, marketers search for better ways to reach their target audience.

The most loved and cost-effective method of advertising on the internet is via social media. Through the use of social media platforms like Facebook, Instagram, and Twitter, companies can connect with their viewers in just a demographics.

social media on phone and on laptop

Today, digital advertising has become a powerful tool. You can use it to increase visibility on social media sites and generate more traffic. It also allows you to build a strong presence on the Internet and promote your content to a broader audience.

Perhaps it will help explain Facebook’s shift toward VR, which opens an entirely new avenue of possibilities for brands to be involved in the emerging “metaverse.”

Independent and small-scale publishers are finally getting a voice.

Although third-party cookies may disappear (we will not know if Google will ever reach an end date) however, it doesn’t mean that data from third parties will disappear. The fact is that third-party data is likely to remain because the options that could arise in its absence aren’t practical in smaller publications. 


man and woman looking at products on screen


Contextual targeting or first-party data aren’t the best solutions for publishers with insufficient information to grow. Contextual data only works within the publisher’s domain, which for smaller publishers is too small. Additionally, marketers are less likely to work with sites that don’t get the same monthly visitors as those with larger audiences. The whole industry tends to ignore smaller publishers, as they’re pushing ideas that aren’t effective for them instead of solutions that are beneficial to everyone. 

Dear Identity Partners: stop the enmity!

Identity solutions for the web will prove to be a boon for publisher’s monetisation. Therefore, the collaboration between publishers will increase dramatically in the future. Everyone says their privacy is more secure than the other, and everyone who has a solution would like to claim theirs is the only practical solution. 

However, we all have to cooperate -publishers, identity vendors, and marketers. Let’s concentrate on our shared objective of providing the consumer with access to information and control while making things more efficient. The outcome will be beneficial for all who are involved.

Final thoughts

As we’ve seen over the years, the ad technology industry is a bit fragmented in certain areas and is on identical lines in other areas. However, we’re in a new phase, and the way we work in a group and how we remain in conflict will define the future of our industry and its potential opportunities in the coming years.

The future of digital advertising needs to be more audience-focused. The standards set will rely on global digital advertising agencies, delivering high impact campaigns for clients through a combination of technology and creativity.