Think Forward.
2022. New Year Beginnings
2022. New Year beginnings. Whether you love this time of year or not. It can be a refreshing start to think about opportunities or new ways of working. I love the start of the New Year, bar the abysmal rain. Looking at Social Media and Marketing throughout this year, what does it look like for the landscape. What trends can we expect to stick around, or what do we focus our time and attention on.
I’ve had a look at We Are Social’s latest research. They’ve shared five key areas for 2022. I’ve shared my thoughts on how this can translate from Big Brand strategies to independent and smaller brand marketing for 2022.
The World we live in right now.
The rapid change that is happening within our society, culture and economy. Is outstanding. Hopefully, all is for the better, but driving the evolution is the change in digital. A Covid-19 world continues to impress upon us that we’re no longer standing still. We need to adapt and recharge to support the current environment and that of the future. The Social Media platforms are changing their platforms, evolving, getting ready for the next version of the web. Hello Meta, everyone is wondering where the next big thing is going to be and how to be a part of it. Bigger brands can afford to be early adopters and test the inclusion in elements such as gaming or metaverse arenas. Paris Hilton doing a gig for NYE in her version of the metaverse in Roblox. Paris Hilton commands £1m a night to DJ, doing this within Roblox would surely have garnered a similar payment. So whilst it’s not within budgets for bigger brands. Understanding where things are headed this year gives an edge to opportunities that may lie for you in the future and also depends on your target audience. This might impact your current marketing strategy.
So what does that mean for smaller brands, independents whose sole channel might only be Facebook, Instagram Advertising?
Take a look at five key areas We Are Social’s Cultural Insights team have devised to consider for 2022. I’ll be sharing my views on these elements for the smaller players in the market. Who even though the budgets might not be big, the heart and drive is even bigger than that of the bigger brands. The team at We Are Social used a network of 50 analysts and strategists globally. They surveyed 3,000 people aged 18+ who use Social Media daily from the US, UK, France, Italy, China and Australia.
1.In-feed syllabuses
Learning from your social feed. Across the globe, users are more likely to say they’ve learned practical life skills from social platforms than at University. 57% versus 51% say they learnt from their social feed (76% for Gen Zers). Social Media is repurposed as a platform for self-directed learning. Creating opportunities for brands to impart knowledge to their audience. Much like my approach to Social. I’m using it to educate my audience who are interested in Marketing and Social, so they can better their marketing. If you’re a company with clear values on green energy, sustainability, looking after our ocean etc. you can utilise this to drive awareness of problems your audience might not see. Leave No Trace in Brighton, is a great resource to educate about the impact of the sea environment in a real-time view. The Political relearning around a Civil Rights movement spurred by the Death of George Floyd. Filling the knowledge gap around Colonial Histories and racial inequality. Accounts such as @shityoushouldcareabout set the scene with practical ways to learn.
Translation to small brand reality - Consider education, and hosting information on your socials. Bite-sized content, alongside long-form. So that if it works for your service/products you can tap into becoming known for imparting learning on your channels. If it fits.
2. Vibe-economy
aka the curation of Moods and Feelings - a creative skill! 30% of 18-34s say they use Social with their sound on more than before Covid-19. The post lockdown ( or current, depending on where you are reading this) has heightened people's desire for connection. There’s more creativity, the scaling of TikTok. Instagram focussing on Reels and heavy weight towards Videos moving forward. It can evoke an emotional response and inspire audiences. Who will remember a brand for the way it made them feel. Now, this might translate down to a funny Reel, music track, delivery of your product or service in a way that is remembered. Audio-visual cues span cinema, fashion, art, pop culture and more. Multi-sensory memes can transcend generations, think TikTok @doggface208 skateboarding to Fleetwood Mac - Dreams. It drew 12.9 million views by embodying a carefree joy.
Translation to small brand reality - consider audio/visuals. Think about it with the sound off, and giving a less polished look. Connecting with your audience through delivery.
3. Prime-time Platforms
TikTok has shared that 35% of its users say they’ve watched less TV and streaming services since downloading the app. Bigger brands use this trend to their advantage by working with influencers and creators to come up with social-first formats. Again, one for the big-budget hitters, but how about online storytelling. Sharing your story and working with influencers, the micro-influencer can have incredible reach and engagement rates from a small following as they’re more likely more authentic.
Translation to small brand reality - consider your loyal customers, sharing testimonials, product reviews, show rounds, demos. Tap into the audience through your influencers.
4. Social Cynicism
Social Media has become a little predictable. 43% of Gen Z users globally agree that the algorithms which determine what we see have a negative impact on consumption. Pushing back on worn-out memes. Creators are using comedy and informed critique to make a more creative social landscape.
Translation to small brand reality - Consider showcasing your voice, cutting the norm. Providing insight and thoughts on topics that you see fit and combine with your audience. Be less like a cookie-cutter version of the rest of your industries accounts and drive your story forward.
5. New Materialists
People are seeing value in Digital Goods from NFTs to designer Fortnite Skins. 33% of Gen Zers invest in digital clothing. Bigger brands are jumping to be the first ones to offer this as a revenue stream. However, it might not be the best strategy. Gucci sold a virtual handbag as part of an exclusive Roblox event for 350,000 Robux ( around $4,115). It’s not an NFT, and cannot be used outside of the game. It’s a digital iteration of an offline product that was only available to buy once! The offline version costs $3,400. Digital Items are taking on a new value.
Translation to small brand reality - A bit longer off for small brands as the novelty and rush from the bigger brands is still in its infancy. But with Facebook, changing their name to Meta. They’ve put the metaverse into our everyday language and who knows. Alongside the 16 or so ad placements you have through Facebook there may very well be one in the future for the virtual Interior Design shops in Roblox. Watch this space.
So whilst some of these trends are focussed on a bigger brand marketing strategy or insights towards areas they might focus their budget. It's good to understand the environment what's affecting peoples buying behaviour, what are we contending with when we do our marketing. Shout if you have any questions. I'm over on my Socials, mainly Insta or amy@jamjama.com
Sources: https://thinkforward.wearesocial.com/index.html
