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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


The Häagen-Dazs Rose Project announces 50 nominees



Kim Rihal, founder of social enterprise Equal Education, is one of the 50 women shortlisted for The Häagen-Dazs Rose Project
Kim Rihal, founder of social enterprise Equal Education, is one of the 50 women shortlisted for The Häagen-Dazs Rose Project

Earlier this year, on International Women’s Day 2023, Häagen-Dazs launched ‘The Rose Project’, a global initiative with a $100,000 (USD) bursary grant inviting nominations to recognise unsung trailblazing women in honour of the brand’s female co-founder Rose Mattus. Yesterday, 23 November, on what would have been Rose Mattus’ birthday, Häagen-Dazs announced the top 50 #WomenWhoDontHoldBack nominees being shortlisted for their achievements and its five globally accomplished Häagen-Dazs Rose Project judges.

Over 2,500 applications were received for The Häagen-Dazs Rose Project putting forward pioneering efforts and societal contributions made by women across the globe. From these, 50 talented and inspirational women have been shortlisted and will be put forward to win one of five monetary grants of $20,000 (USD), which will be announced on International Women’s Day 2024, to continue their exceptional work, unleash their potential or give to a cause they are passionate about. The top 50 shortlist includes women from 17 countries hailing from across Europe, Asia, Africa & Middle East, Australia and the Americas.

The all-female judging panel from across the world has been handpicked for the final selection stage of The Häagen-Dazs Rose Project includes. UK-based author, broadcaster and philanthropist Katie Piper, fashion entrepreneur and advocate for women’s fertility issues, Velda Tan from Singapore and Spanish entrepreneur and creative director Inés Arroyo, are amongst the judges.

“International Women’s Day 2023 marked the launch of The Häagen-Dazs Rose Project to honour the legacy of our co-founder, Rose Mattus, and create a fund platform to provide opportunities to women across all fields around the world who are truly deserving of support and recognition. We were thrilled to receive thousands of nominations across countries and our #WomenWhoDontHoldBack Top 50 shortlist is a compelling and diverse mosaic of trailblazing female narratives that moved us and serve as an inspiration to women everywhere”, says Aurélie Lory, Häagen-Dazs spokesperson.

To find out more about the story of each entrepreneur shortlisted for The Häagen-Dazs Rose Project, visit:

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47% of women feel their workplace is not combatting inequality



Katherine Maher, CEO, Web Summit, on Centre Stage during day one of Web Summit 2023 at the Altice Arena in Lisbon, Portugal
Katherine Maher, CEO, Web Summit, on Centre Stage during day one of Web Summit 2023 | Photo: Eóin Noonan/Web Summit

The proportion of women who feel that their workplace is not taking appropriate measures to combat gender inequality has nearly doubled in a year, a new survey has revealed.

Web Summit, the world’s largest technology event taking place in Lisbon this week, has released its third annual State of Gender Equity in Tech report, which is based on a survey distributed among its women in tech community.

76.1 percent of respondents feel empowered to pursue and/or hold a leadership position; fewer respondents (41.8 %) feel the need to choose between family and career when compared to 2022 (50.4 %); and there is at least one woman in a senior management position in 80.4 percent of respondents’ companies, a similar proportion to last year (81.3%).

The survey found that 70.5 percent of respondents feel pressure to prove their worth compared to male counterparts, while 77.2 percent feel they need to work harder to prove themselves because of their gender.

Over three quarters of respondents (76.1 %) feel empowered to pursue and/or hold a leadership position. And almost half of respondents think that their workplace is not taking appropriate measures to combat gender inequality, increasing from 26 percent in 2022 to 47
percent in 2023.

“While it is encouraging to see progress in some areas, such as those feeling the need to choose between their family and career, there are also some deeply concerning trends within this report. Seeing an increase in those who report having experienced sexism in the workplace in the last year is disheartening in 2023. We hope that this kind of research can breed some positives, and that it will push workplaces – and women within these workplaces – to broach these topics and make progress in these areas,” said Carolyn Quinlan, VP of community at Web Summit.

Last year, 42 percent of attendees at Web Summit were women and 33 percent of speakers were women. In 2023 these numbers have slightly improved with 43 percent of attendees and 38 percent of speakers on stage being women this year.

The women in tech programme at this year’s Web Summit is at capacity, and the women in tech programme at Web Summit Rio 2023 reached capacity in record time.

The WebSummit 2023 is running from November 13th to 16th in Lisbon, Portugal.

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Krispy Kreme to give away free donuts on World Kindness Day



A box of Krispy Kreme donuts opened and with donuts inside
The company, founded in 1937, is giving away 60,000 free doughnuts around the world today | Photo: Clément Proust

American multinational doughnut company and coffeehouse chain, Krispy Kreme, is celebrating “World Kindness Day” today by distributing free donuts in the US and the UK.

The chain is giving away a box of a dozen glazed donuts for free with no purchase necessary. But only the first 500 guests that visit each participating Krispy Kreme US stores on “World Kindness Day”, Monday November 13th, will be able to get a free box of donuts.

Krispy Kreme often gives away free or discounted donuts to generate buzz on special occasions. The company, founded in 1937, traditionally gives out free donuts to customers on National Donut Day, celebrated on the first Friday of June of each year. And in July, a dozen of glazed donuts were sold for 86 cents to celebrate its 86th birthday.

Thousands of free donuts are also expected to be given away today across Krispy Kreme stores in the United Kingdom, with customers being encouraged to ask for the World Kindness Day offer. No purchase necessary.

The company, which operates in over 30 countries around the world, said it wants the brand associated with World Kindness Day to make “meaningful connections” with customers.

“World Kindness Day is an opportunity to make a positive difference by being generous,” Dave Skena, Krispy Kreme’s global chief brand officer, said in a release. “Simple gestures of caring and thanks, including sharing a sweet treat, is a great way to do that.”

Krispy Kreme said that it’s considering expanding a limited partnership it has with McDonald’s to sell more of its donuts at the latter’s location.

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