Social media is constantly evolving along with its users. This makes it all the more important to stay on top of your online presence.
Which social media trends will be particularly important in the new year:
1. TikTok continues to grow and expand its offerings
TikTok continues to gain momentum and is growing at a rapid pace. In 2021, the Chinese social media platform will break records once again and is likely to be the world’s second-most-downloaded app after WhatsApp. Since it has finally become possible to set up a TikTok advertising account in Switzerland, TikTok is now becoming essential for online marketing—if it wasn’t already. Especially since the platform has announced plans to expand its shopping feature globally.
TikTok is difficult to compare with other platforms and sets its own, entirely new standards. Everyone is encouraged to be not just a consumer, but also a creator. The video platform lowers barriers to entry and drives high engagement. TikTok offers brands the opportunity to reach a new audience and use it as a way to connect with Generation Z—the customers of tomorrow.
It was also announced that TikTok aims to be more than just entertainment in the future. Under the name TikTok Resumes, the company plans to compete with LinkedIn and create an innovative type of social job platform.
Do you also see TikTok as an opportunity to introduce your brand to a new audience? We’d be happy to help you develop and launch your TikTok presence.
2. Social ads continue to evolve
The possibilities offered by digital advertising on social media platforms are increasingly overshadowing traditional advertising methods. According to surveys, users often perceive social ads as more natural and enjoyable. With challenges, custom hashtags, and personalized ads, many brands are even succeeding in building a dedicated fan base among their customer base.
People trust what others say on social media platforms more than they do traditional advertising posts—so it’s no wonder that user-generated content and influencer marketing are becoming increasingly valuable.
In addition, social ads and the metrics and insights provided by the platforms offer numerous insights and opportunities and should serve as the foundation for all planning and strategy development.
Social media is increasingly becoming the number one tool for building customer loyalty. Beyond simply promoting your own products, your account should engage, entertain, and provide value. This not only gets people talking about you, but also builds trust and fosters long-term loyalty.
3. E-commerce is good, but social shopping is even better
Social shopping will also continue to grow in the coming year. It allows businesses to engage users directly within the customer journey without them having to leave the platform. This simplification leads to seamless processes and reduces the risk of losing users along the customer journey.
Anyone who wants to continue to sell successfully in 2022 should definitely consider the option of social shopping.
Eye-catching creatives are especially important here. According to Instagram, 70% of people who shop online use the platform to learn about products and find inspiration.
4. The pandemic is changing media consumption in the long term
Never before have social media platforms been used as intensively as they have since the onset of the current pandemic. Changes and trends have taken hold all the more quickly during this time.
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Specific content performs better. The more specific and tailored to the target audience it is, the better.
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Audio content and vlogs have become much more popular. Podcasts are more successful than ever before.
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Content should be served in small bites. Depending on the product, platform, and target audience, content should be tailored in terms of length, format, and style.
5. Gathering Information and Its Pitfalls
According to Forbes Magazine, 64.5% of internet users get their information from social media—and that number is on the rise. This creates fantastic opportunities and new formats, but it also carries risks such as misinformation and inappropriate comments.
If false reports or negative comments are associated with your company, you must respond appropriately:
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Daily and Ongoing Community Management
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Take Prompt Action Against Misinformation
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Convey content in a way that is easy to understand and tailored to the target audience and platform, thereby avoiding misunderstandings
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Don’t overwhelm them with information
6. Influencer marketing is becoming more legitimate and important
New regulations and laws are increasingly leading to greater accountability and professionalism in the world of influencers. At the same time, the number of influencers and their followers is growing dramatically. In short: Influencer marketing is performing better and better and carries fewer and fewer risks.
In 2022, influencer marketing will continue to evolve into an indispensable part of social media marketing. According to surveys, 69% of marketers surveyed are already considering influencer marketing for next year.
Influencers are bringing e-commerce and social media ever closer together and building a bridge between brands and customers. This makes it possible to be more successful and achieve noticeable results quickly.
By the way: A successful campaign doesn’t always require booking the big names; influencers of all sizes have their advantages.
A prominent influencer may have a very large reach, but a micro-influencer who is known only locally may enjoy a higher level of personal trust among their followers, which leads to a high conversion rate.
Choosing a clear goal and strategy is therefore essential here as well. So decide in advance whether the campaign’s goal should be to generate awareness, build trust, or drive conversions.
As a general rule, the same applies here: Don’t cut corners in the wrong places. Quality and authenticity are the foundation of successful influencer marketing. So don’t be blinded by high follower counts and low fees.
We’d be happy to provide you with detailed advice on influencer marketing and connect you with authentic and successful influencers for your brand.
7. Take a Stand
The topic of corporate social responsibility (CSR) will continue to gain importance in 2022.
Especially when a brand wants to become part of customers’ everyday lives, it’s important to address social issues and act accordingly.
Users have high expectations and prefer brands that take the initiative and engage with their audience. Social responsibility is undergoing a transformation, and customers expect their favorite brands to keep pace.
They value companies that operate more sustainably, but they also want to see that this isn’t just a superficial effort or even a form of “greenwashing.” Customers want to see processes and results.
But this topic isn’t just interesting when it comes to customers. It may be even more important when recruiting new employees. According to the Harvard Business School, 70% of respondents do not want to work for a company that does not take a clear stance on relevant issues such as climate change and social justice and does not have a clear purpose.
Please note the following points:
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Real people build trust. When it comes to topics like these, show your face—in the truest sense of the word.
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Tailor your offerings and content. When appropriate, highlight special events, such as World Vegan Day.
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Promote your volunteer and community service efforts to the outside world in an appropriate manner.
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The more controversial a topic is, the more people talk about it. That’s both a curse and a blessing. Make sure you’re well-informed and get a sense of what the community is saying before you weigh in. That way, you’ll avoid making hasty, regrettable comments.
