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Which social media app will you be using the most for your business in 2022?



Group of young marketing professionals working at a Marketing agency
Instagram and Facebook remain relevant, but the Meta-owned platforms are far from being the only places businesses will be spending their budgets this year

The business world may be returning to a certain degree of normality, after almost two years of ups and downs. But when it comes to digital marketing, it is very unlikely we will see budgets similar to the ones prior to the global pandemic.

Tight budgets at the beginning of the new year calls for creativity from social media force brands and marketers, with an emphasis on prioritising the platforms that bring the best value for money.

So, off I went to ask entrepreneurs and digital professionals: Which social media app will you be using the most, for business, in 2022?

The usual suspects, Instagram and Facebook, popped up as often as we would expect. However, the Meta-owned platforms are far from being the only places businesses will be spending time and money to engage with their audiences this year. Tik Tok, YouTube and even Pinterest are amongst the top platforms expected to be the go-to places for businesses promoting their products, services, and core values in 2022.

Here is a selection of businesses already prioritizing one social media platform, over another, to maximize their cash and efforts.


Tik Tok to share bite-sized information

“As an owner of a social media marketing agency, social media is a huge part of our daily strategy, not only for us as a business, but for all of our clients. In 2022, Instagram, along with TikTok, will both continue to be our biggest focus for our clients. TikTok, in particular, has been very successful for our clients to share their knowledge and expertise in their prospective industries. We’re finding that audiences prefer to see fun, useful, bite sized information through video clips that they can save, share and engage with.”

Cassie Galasetti – co-founder at Social Sidekick


Instagram remains a dominant platform within wellness segment

“We are a social media marketing agency focusing on wellness eCommerce brands. Instagram continues to be a dominant platform for the businesses we work with, but TikTok is inching its way up as a competing platform in 2022. We are getting more and more requests for TikTok management and, therefore, we know it is a platform most brands within our space want to have a presence on in 2022.”
Sandra Young – Founder at Social Styles Marketing


YouTube Shorts to skip ad costs

“As an online luxury lifestyle & travel brand, this year we will heavily be focusing on TikTok, Instagram reels, and YouTube shorts. These have proven to drive the most traffic to our brand allowing us to increase our reach without paying for ads.”
Jessica Hanna – CEO at World Chic


Pinterest for its search engine power

“You can continue to receive traffic well after your initial post (or Pin as Pinterest calls it) goes live.
Many other platforms primarily drive traffic 24-48 hours after a post goes live. Then, traffic eventually tapers off. But with Pinterest, we drove hundreds of thousands of pageviews in 2021 from old Pins. And will continue to do so in 2022.”

Becky Brook – Digital Marketing Manager at online publisher The Close


YouTube to showcase work culture

“We have had huge success with launching a weekly agency vlog, last year, to showcase our people, our work, and our culture, all through very casual and real videos on YouTube. We have found that the vlog pops up in conversation with clients, new leads and within the industry – we are now known for it. Not only has the vlog benefitted our sales pipeline, but we have become a workplace that many aspire to work in. While LinkedIn is another social media app that has helped market out business, YouTube has really helped our employer brand.”

James Hayward-Browne – Marketing Manager at Rise at Seven


Targeting where my customers are
“It’s not so much a question of which platform is best, but where your target customer spends time so you can reach them there. We are using Instagram mainly in 2022 and Facebook as our target customer uses these two platforms – Instagram mainly over Facebook.”
Nadin Thomson – Digital Marketing and Web Design at Business Image


Disneyland Paris renames theme park in $2 billion revamp



Facade os Disney Paris with Disney's characters standing in front of it
The transformation of Walt Disney Studios Park will see it almost double in size.

Disneyland Paris has unveiled a new name for Walt Disney Studios Park as part of the park’s US$2 billion transformation.

Walt Disney Studios Park will become Disney Adventure World when the new immersive area, World of Frozen, opens.

The transformation of Walt Disney Studios Park will see it almost double in size.

“We’re changing the story of Walt Disney Studios Park, evolving from ‘how it’s done’ soundstages to celebratory theatres and adventures that come to life in immersive worlds,” said Tom Fitzgerald, chief storytelling executive at Walt Disney Imagineering and senior creative executive for Disneyland Paris.

“These fully realised adventure worlds will become the focus of the park’s new identity and appear as realms that guests discover as they navigate deeper within the park and are invited to participate in adventures inspired by our most beloved stories.”

As part of the rebrand, the park’s entrance is also being reimagined, with the current design replaced with ‘crafted décor that pays homage to historic movie theaters in Hollywood and the entertainment industry as a whole.’

“Embracing a transformation that involves the overhaul of more than 90 percent of Walt Disney Studios Park since its debut in 2002, we’re unveiling a fresh creative vision that has completely redefined our second gate,” said Natacha Rafalski, president of Disneyland Paris.

Previous investments in the property include World of Pixar, which opened at the park in 2021 and Avengers Campus (2022).

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EU economy forecast to grow 1.0% in 2024



A woman paying for services at a beauty shop
Expected economy growth is largely due to consumers spending more this year | Photo: Christiann Koepke

The Commission has published this week a new forecast for the European Union economy, with a more upbeat scenario for consumers. After a downturn in economic activity in 2023, inflation rates will continue to drop and the EU economy should gradually grow in 2024. This is largely driven by ‘consumers spending more, thanks to higher wages and more job opportunities,’ it is believed. 

Concretely, the EU economy should grow 1.0% in 2024. The euro area economy should reach 0.8% of growth. In 2025, GDP will grow even more. Meantime, EU inflation has fallen dramatically since it peaked in 2022. It is expected to wind down to 2.7% in 2024 and to 2.2% in 2025.  

The jobs market is also performing well. Despite the slowdown in activity, the EU economy created more than 2 million jobs in 2023. Activity and employment rates of people aged 20-64 hit new record highs in the last quarter of the year. In March 2024, the unemployment rate in the EU stood at a record low of 6.0%. 

Some challenges remain. For instance, investment growth is slowing since fewer new homes are being built, which affects various industries. As a result, it is expected that interest rates will drop more slowly than anticipated. 

The Commission publishes four economic forecasts throughout a given year, covering GDP and inflation data for all Member States, the EU and the euro area. 

In the UK the scenario is also looking positive, with the Office for National Statistics having recently confirmed that the UK unemployment rate for January to March 2024 (4.3%) is above estimates of a year ago (January to March 2023), and increased in the latest quarter. 

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Mango to strengthens its presence in the UK with 20 store openings



Mango store facade at Oxford street, London
At the close of the 2023 financial year, Mango had 60 stores in the UK

Mango, one of Europe’s leading fashion groups, continues its expansion and brand consolidation plan in the UK with more than 20 store openings planned for 2024. Growth is focused on expanding its presence in London and Scotland, as well as the arrival for the first time in several cities in Northern Ireland and central and southern England.

“The UK is one of the priority markets for Mango’s international growth. The increased presence in London and our arrival this year in some cities where we have not been present until now will consolidate the Mango brand and help us to strengthen it internationally,” says Daniel López, Mango’s Director of Expansion and Franchising.

The company plans four store openings in London this year, in addition to last February’s opening of a store in the Windsor Yards shopping centre in the heart of historic Windsor, close to Windsor Castle

Mango will also increase its presence in Scotland with store openings in Glasgow and Edinburgh, and for the first time will reach cities in Northern Ireland, as well as central and southern England. 

The new Mango store will incorporate the New Med Mediterranean-inspired store concept, reflecting the spirit and freshness of the brand. Sustainability and architectural integration are the key to this new design that conceives the Mango store as a Mediterranean home with different spaces in which warm tones and neutral colours predominate, combined with traditional, handcrafted, sustainable and natural materials such as ceramics, tuff, wood, marble, esparto grass and leather.

Mango has been present in the UK since 1999. In 2021, the company strengthened its presence in the country with the opening of a new flagship store on Oxford Street in London and three other stores in Manchester, Edinburgh and Derby. 

Last year, Mango opened more than 10 stores, mainly in the south and centre of the country, in major cities such as Bristol, London, Manchester and Leeds. Key among them was the store opening in Westfield Stratford City, one of the largest shopping centres in the UK. In addition, the company arrived for the first time in Brighton with a 470 m2 store in the Churchill Square shopping centre.

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