January 5, 2022
The beginning of the year is generally suitable for a step backwards towards future trends in the next twelve months. We are no exception to the rule by providing you with these few lessons learned from various reports on the web and social networks.
How far will TikTok go?
Every year, Hubspot and Talkwalker Solutions publish a study on the evolution of online consumer expectations. For this year, the platforms apparently list Tik Tok as a social network that should be closely monitored. The Chinese giant, praised among younger generations around the world, is indeed the first app after Facebook to reach 3 billion downloads.
The novelties of its advertising platform will be carefully studied in 2022. But we can already see the impact of Tik Tok on consumption. Its competitors have already adopted the format of very short online videos, such as Youtube Shorts or Instagram Reels. Brands such as Cartier, for example, diversify their videos by offering long horizontal and short vertical versions.
In addition, sound is becoming increasingly important – remember that music plays a major role in TikTok announcements. So 30% of 18-34-year-olds say they use social media today with sound more than before Covid-19. Good opportunity to be heard!
Content is always at the heart of marketing professionals’ concerns
The platform for monitoring and managing social media marketing and influence, Meltwater, has also published its annual report on trends in 2022. In particular, we learn that content creation will be – not surprisingly – the main development project of social media professionals. Far ahead of increasing the number of followers or business opportunities.
It is interesting to note in relation to this topic that, again according to this source, the vast majority of respondents in the survey state that their budget for social networks will be stable (32% in B2B and 34% in B2C) or increase (47% in B2B and 51% in B2C) for 2022. A blog of moderators explains this trend by the growing need for video content, which is generally more expensive to produce. According to the study, social media on average accounts for just under a third (27%) of companies ’total marketing budget.
Inclusiveness in constant progress
By following social movements such as Me or Black Lives Matter, citizens are becoming increasingly aware of the importance of diverse and inclusive voices. Concerns that companies will obviously have to take even more into account in their strategy for 2022. In any case, the advice proposed by Talkwalker and Hubspot in their report.
An alternative to television?
We knew the concept of “dual screen”, watching TV while you are connected to social networks from your phone. In its Think Forward 2022 study, We Are Social, which is based on the responses of 3,000 people who use social media every day in 6 countries (United States, United Kingdom, France, Italy, China and Australia), talks about “a new kind of media spending “.
Whether it’s events on Fortnite or live content on TikTok and Twitch, we can clearly see the dominant use of social media for a section of the population to the detriment of television. According to TikTok, 35% of its users say that they watched less TV and streaming services than downloading the application.
A challenge for brands? Succeed in the subtle integration of these platforms! In particular, this article talks about KFC’s placement on Marbella Vice, one of the most famous multiplayer role-playing servers in Spain, located at Grand Theft Auto V.
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