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← Back to IdeasSocial Media Trends 2022 Report
In all fairness, 2021 kept marketers and consumers entertained, to say the least. It will position itself in the history books as the breakout year into the new normal, but heavily dominated by variants and volatility. Hence why the new year will still carry around a 2020 stamp. Another year in a post-pandemic flywheel effect but with a strong vertical slur of new developments and sub-trends coming to surface.
In their latest paper, Ogilvy Social.Lab’s Global Social & Performance Director Arnaud Vanhemelryck and Head of Media Dimitri Cologne outline 7 social-led trends that will impact marketing over the next 12 months, in a context where the pandemic-led transformation in the field of tech and platforms is now more prominent than ever.
Aside from being social-first, the trends in this document are all shaped and designed to capitalize on deeper intent and attention. A distinctive move towards containing dwell time and buying power within a single experience or platform.
Without predicting the future, 2022 will be (or at least has the contours to become) marked by the following trends:
TikTok made me do it
All eyes (and definitely big budgets) will be on the network’s shift forward to deeper verticality and a stronger foothold in the space of content, storytelling creators and commerce.
Sell me more
Within the Social Commerce sphere a fair amount of new opportunities will inspire a more globally spread breakthrough, with social shops, deeper cross-funnel expansion and seamless experiences at the forefront.
The power of audio
Sonic branding and audio are destined to grow throughout the new year. Podcasts can unlock broader opportunities across the user journey while trending songs can bring forward a bigger power dynamic in content creation.
The rebirth of social communities
Also in the new year the power shift is moving back to the user. Brands need to understand how properly managed communities can have a halo effect on overall efficiency. From a customer view over support cost control to triggering creativity and collaboration.
Enter the metaverse
Social will be a crucial connection point in navigating users into/through digital and virtual experiences. Advertisers on their end will have more chances to connect brand play with commerce and next level content.
Culture creators
Social is no longer the vehicle to amplify trends, it’s where trends are born. For brands it’s essential to understand of the DNA they’re leveraging and think reactive rather than just planned.
Supercharging influence
Influencers will have a prominent space in the manual. We’ll see influencer marketing expand across different fields, more tangible ways to measure impact, a stronger emphasis on inclusivity and more tentacles for commercial value creation.
We’re off to an exciting year in social – for detailed analysis on each of these trends and supporting case studies, feel free to download a full copy of the Social Media Trends 2022 Report.