1. Video Content Domination
It isn’t any surprise the impact that Tik Tok has had within the social media world with their short form video content taking over. With the huge growth the app made throughout 2020 and continuing into 2021, we can only assume 2022 will be an even better year for the platform with its “snackable” content. Instagram also reacted quickly to the rise is video consumption, with the launch of it’s reels format. Head of Instagram Adam Mosseri shared that video is “driving an immense amount of growth online for all major platforms”. With over 1 billion users indulging in this addictive content, if you’re not currently creating video content, now is the time to start including it in your content strategies. It’s also key to mention that users prefer short form video such as Reels, Shorts and Tik Tok content.
2. Augmented Reality
As technology advances, Augmented Reality (AR) and Virtual Reality (VR) will fast become the new way to shop online and for brands to interact with users. This technology can take the form of social media story filters and clothing try-ons, to visualising how something looks in a physical space in 3D, and this is only the beginning. Beauty brands have hopped on this by incorporating AR filters into their users’ shopping experience, for example trying on a shade of lipstick; according to The Drum, filters can increase the click-through rates by 33%. Companies have found new ways to bring the store to the customer, and with more users spending time online it’s even more crucial for brands to create a seamless and compelling digital customer journey. Facebook’s transition into the metaverse also solidifies the notion that AR is becoming more mainstream and secures a foothold in the new technology.
3. Increased Push for Audio Content
With apps like Clubhouse, which rose to popularity in 2020 during lockdown, competitors quickly got on board with the audio trend by introducing their own copycat features such as Twitter with Spaces and Facebook with Live Audio Rooms. Although this may not be the most profitable form of content marketing, most brands are taking advantage of the public's interest and integrating podcasting into their brand messaging and getting creative with in-house podcasts. As a social strategy, the best way to maximise reach on audio content would be to utilise influencer collaborations on relevant topics and discussions.
4. Continued rise in E-Commerce
While shopping online isn’t anything new, the biggest trend taking over is shopping within a social media platform, and we should expect to see social platforms continue to tailor their apps to accommodate this. Facebook has shown to be the most popular platform for commerce with a third of their users making purchases there, with Instagram and Youtube following close behind and TikTok also taking steps to develop its commerce options and take advantage of the #TikTokMadeMeBuyThis phenomenon. We should be mindful when putting together a user experience to consider whether there is a seamless shopping route as changing windows and tabs may just be one too many clicks for our future target audience.
5. NFT expansion within social platforms
2021 saw the rise of Non-Fungible Tokens, also known as NFTs. So what is an NFT? NFTs allow you to buy and sell ownership of unique digital items and keep track of who owns them using the blockchain. So far we’ve seen brands such as Disney/Marvel, Coca Cola, Adidas, Pepsi, Paddington and LOL Surprise try their hand at NFTs, through platforms such as Veve and The Sandbox. As with all new tech, it comes with questions surrounding long-term viability; but with such huge brands and now social platforms weaving NFTs into their future vision, we have little doubt they’ll take off. This is particularly true as virtual worlds and the Metaverse develop, as this will generate more popular uses for NFTs, such as branded clothing or items for your avatar. Next year, we expect to see an increase of NFT usage across the social landscape, once everyday users become more familiar with what they are and platforms have integrated them further.
2022 brings with it a wave of uncertainty, but one thing is for sure… you’ll need to take advantage of the latest trends and technologies to keep ahead of competition. Want to upgrade your Social strategy? Then get in touch: firstname.lastname@example.org