I’m not a huge fan of general consumer insights and the 2022 social media trends that seem to follow at the end of each year.
Most of the time the trends are the same every year and there isn’t really a lot of depth. However, once in a while I come across a trends piece that has value, like this one. In this case, we’re talking about the Talkwalker and Hubspot Social Media Trends 2022.
In this video, I talk through a few of the social media trends that are also top of mind for me and contextualize them based on my views and experience.
TikTok dominance will force the other platform to innovate
It’s not really a social media trends that TikTok is dominating usage across all generations and markets. What is a trend is the market disruption it has caused; and how it’s forcing innovation from some of the other platforms.
Innovation is good. It’s good for business. It’s good for users and it’s good for the competitive market.
We’ve seen this happen with Instagram Stories, Facebook and LinkedIn with the launch of Snapchat. And you can’t forget the rise and stardom of Clubhouse and the social audio craze.
Say “buh-bye” to cookies and hello to stronger analytics
With the crackdown of cookies, it’s going to be more difficult to follow consumers on their buyer journey.
This is why audience data will play a more critical role for all of marketing. This trend will force marketers to look beyond cookie data to and gain better intelligence about the audiences they are trying to reach.
From primary research studies, web analytics, social media intelligence and audience analytics, there’s a surplus of data available for marketers to use in order to create message relevancy and surround sound audiences with good content.
Consumer needs are changing and it’s no secret
The pandemic has turned the upside down. I don’t think 2020 even happened. That’s the social media trend for the last 2 years.
As we head into 2022, it’s clear that consumer needs are evolving, and for a variety of reasons. I recently recorded a podcast on the connected consumer and the data is actionable.
But whatever those reasons may be, consumers are voicing their concerns publicly and on social media. This becomes a goldmine of data that marketers can use to understand the issues that are important their audiences.
Omnichannel engagement is really just integrated marketing
Omnichannel is a term often used by marketers to describe the old adage of integrated marketing. Some call it PESO – paid, earned, shared and owned media.
I like to stick to the old school and refer to this as integrated marketing. Of course, it’s a lot easier said than done but if marketers can master this method, there’s nothing stopping them from market dominance.
Not to spew another data point, but we all know that it requires several customer touch-points before belief steps in and action is taken. This depends on the product obviously. For refinancing services or for a new car, the frequency of touch-points is much higher than for a hoodie or sneakers.
Simply put, brands must surround sound consumers with consistent, relevant and repetitive storytelling across all the channels where their customers spend time.
Is influencer marketing still a trend? For B2B and technology brands it is.
Most brands have either dabbled in some form of influencer marketing or spend millions of dollars per year activating programs. There are best practices, key learning, influencer marketing software, and FTC guidelines that help brands navigate disclosure.
I think the trend is more specific to B2B and technology brands, which seem to never get the attention of anyone over at Adweek, Adage, Digiday or wherever.
The fact is that these brands are also spending millions of dollars on influencer research, organic influencer engagement and large paid influencer programs.
2022 should prove to be a breakout year for B2B and tech brands and establish themselves as key players in the influencer space with best practices and key learning of their own.
Metaverse is a thing. I just haven’t wrapped my head around it.
I compare the Metaverse to virtual world. You know the one that was super popular about 10 years ago – Second Life? But today with the advancement of technology, internet speeds faster than a bullet train, and innovation happening on the daily, we are days/weeks/months away from a Minority Report type situation.
It’s so big that even Facebook changed its name.
That’s all I have on this. No more.
Brands are building owned media communities
This has been a trend on and off for the last decade. In the early days, there were companies like Jive and Lithium that were helping brand build these branded communities.
If you’ve even been to the Apple Forums, this is one example of a branded community which is often referred to as a forum. I personally belong to the Brandwatch community, which is meant more for paying customers to share best practices, connect with each other and interact with Brandwatch employees.
If you thank about the nature of social networks, platform outages and the challenges of organic reach, you can understand why this may be important for brands. It provides them with a direct connection to their audience and they can own the entire customer experience.
Hope you enjoyed the Hubspot and Talkwalker social media trends 2022.
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