Don’t believe me? Try checking an ad, any ad, on Instagram. Within minutes, you will see ads for similar products all over your feed. The more ads you click on, the better it will understand your online behavior and preferences. And, the next thing you know, all of your Instagram ads will be personalized and curated to your tastes.
TikTok will become the most important social network for marketing (. )
Instagram has held the #1 spot in most social marketers’ hearts for the past few years. It was growing the fastest, had the highest returns on investment (depending on your industry), and (bonus) was pretty fun to hang out on. But that’s changing now.
Latest News Bolstering Changing Social Media Trends in 2022
Facebook Rolls Out New Features for Creator Studio
Let’s say you run a special discount or seasonal campaign on your brand’s Instagram page. You can display it at the top of your photo grid for as long as you want. This will be a good way to direct your visitors’ attention to the specific post.
Twitter Releases 2022 Major Events Calendar
LinkedIn Launches Audio Rooms and New Formats for Live Events
With the growing popularity of virtual events in the post-pandemic era, LinkedIn introduces a Clubhouse-like live audio platform dedicated to virtual events, panel-style discussions, and marketing initiatives.
Twitter Tests New Column Creation Tools in TweetDeck
The free tool provides hassle-free access to creating keywords and list-based columns, converging Twitter specialization with powerful reporting to track specific keywords and topics to help brands boost their social media presence.
14. More Brands Will Incorporate Social Listening
Social media is a gold mine for data and insights that businesses can use to refine their social strategies. And, with the launch of so many social listening tools, it has become very easy for anyone to access these insights.
Given the ease with which you can tap into social conversations to draw meaningful insights, social listening has made its way into every marketer’s strategy. Data shared in Hootsuite’s 2022 Social Media Trends survey found that the majority of respondents felt that social listening has increased their organization’s value over the past year.
Brands and marketers are using it for a variety of use cases. From understanding the impact of a social media campaign to understanding how people perceive a brand, you can get a lot of information using social listening. This has made social listening an integral part of most marketers’ social media strategies.
There are many social media listening tools that you can use for this purpose. So, start experimenting by setting up brand mentions, branded hashtags, and other keywords and hashtags that are important to your niche.
16. Inclusivity Will Be Key
Brands will need to know which social issues mean the most to their target audience and go over into action. Consumers have set high standards for brands when it comes to social responsibility and a one-off gesture will no longer be enough.
Social media communities are basically social groups created by brands to provide a networking platform for their customers. These are usually private groups that like-minded people can join to talk about their shared interests.
Facebook Groups are a brilliant example of such social communities. Many brands utilize such groups to bring all of their existing and prospective customers together and engage with them in a meaningful way. Group members can discuss various topics, share their experiences, and seek solutions to their challenges.
Brands can also utilize their social media communities to launch new products, seek customer feedback, and gain valuable customer insights. So, when creating new content keep in mind how it can help to create engaged communities so that you can help to strengthen online communities in 2022.
Wrapping Things Up
The biggest anticipated changes are the rise of TikTok and short-form video content. While Instagram and Twitter will continue to be important (especially to B2B businesses), 2022 might just be the year for smaller networks like Pinterest and Snapchat. Oh, and social commerce is a must for eCommerce businesses.
At the end of the day, it’s important to remember that social media is a dynamic and competitive space. What worked before isn’t guaranteed to generate the same results. So, keep abreast of the latest developments around these themes and use these for your social media initiatives.
SVoD services feel like a staple for many consumers and now take up space in the monthly budget alongside the water bill. And they typically have room for more than one. Netflix is followed in order of subscriber count by Amazon, Disney+, HBO Max, Peacock, and Hulu.
Marketers Can No Longer Ignore TikTok
Whether you’re a B2C or B2B marketer, you’ll have heard of TikTok. So, are you using it in your marketing activities or have you experimented with content on the platform? If your answer is no, ignoring TikTok could be a huge mistake in 2022.
According to Apple’s App Store Awards 2021, TikTok was the most downloaded free app followed by YouTube and Instagram. And people aren’t just downloading the app, they’re also spending money on TikTok, resulting in the network’s revenue jumping to $535 million in Q2 2021.
DMI expert Alison Battisby, Social Media Consultant at Avocado Social, believes that advertising potential on the app is just going to grow in 2022. “TikTok has been on the waiting line for a while to become one of the biggest used apps in the world. It’s not just a passing trend or fad to do a quick dance routine or a challenge, it’s become a really interesting way of reaching a young audience very quickly, with a minimal budget.”
The attraction of TikTok to brands and creators is its algorithm and the potential to go viral. “Videos on TikTok are put into the algorithm in a very fair way, compared to other platforms like Instagram. TikTok doesn’t look at how many followers you have, or how long your account has been established, it simply looks at the quality of your content. So, if your video is something that’s engaging people, it can perform incredibly well and go viral on the platform,” says Battisby.
There’s also room for experimentation on TikTok. Restaurant chain Chipotle focuses on content created by its employees, while the ever innovative brand, Disney highlights Disneyland with videos of its tours and exclusive behind-the-scenes content. There are also niche businesses that create a lot of fun content that doesn’t take a lot of planning.
Battisby thinks that it’s time brands sat up and took notice, especially with TikTok Shopping coming online properly with Shopify in 2022. “Marketers are beginning to see they can reach a lot more people on TikTok than on Instagram or Facebook. So, it’s driving results for brands as well.”
4. Augmented Reality’s Increased Adoption
Everyone is super familiar with AR through social media apps like Snapchat and TikTok. But the technology is capable of far more than putting animal features on your grandparents – ahem, kids. Forward-thinking brands are already putting AR into their marketing mix, and it’s worth taking a look to see if it’s a good fit for your brand.
The implications for AR and CPGs are enormous. For instance, Ikea was one of the first brands on the scene with an AR-capable app that allows consumers to visualize their products in their homes. Similarly, Converse made an app that allows users to pick a shoe style and then superimpose it on themselves by pointing their tablet or smartphone at their feet. It’s forward-thinking marketing for sure – and there will be lots more on the horizon. With use cases from beauty to home design, and everything in-between, brands are getting creative with AR to take their customer experience to the next level.
Pinterest is getting in on the action announcing their new Try on for Home Décor tool. Their foray into AR allows users to superimpose products from leading retailers like Walmart, Wayfair, West Elm, and Crate & Barrel into their home. It’s a logical next step at the intersection of e-commerce and social media.
Growth is strongest among the 18–34-year age bracket and tapers off with age. Brands have taken notice of the growth and thrown their hats in the podcast ring. Brands spent an estimated $800 million on podcasting ad spend in 2020. That’s expected to easily double by 2024 to a projected 800.7 billion. The podcasting market was valued at $11.46 billion in 2020 and is on track to see a CAGR of 31% through 2028.
Brands that haven’t gotten on the podcast train should point their social listening tools towards the space to see how you can fit your brand into the conversation. If you don’t, your competition likely will. The online conversation is massive and enjoying healthy levels of positive sentiment at 60% on a scale of -100 to 100 over the past three months.
Conversational volume including sentiment of users discussing podcasts on social media. 11/5/21-2/5/22
6. Video Reigns Supreme
Video content – and short-form video in particular – is the undisputed king of social media content, and that’s not changing anytime soon. Facebook users consume roughly 100 million hours of video every day. According to YouTube, users of its platform load up on an astronomical 1 billion hours of content a day. Additionally, platforms like Instagram, Snapchat and TikTok are heavy on video content – each with its own personality.
TikTok is still on a rampage attracting new users to its popular short-form video format like distant relatives to a lotto winner. The big guns have taken note and launched Facebook and Instagram Reels and YouTube Shorts in response. Your brand needs to know whether these tools are viable options to spread your message.
In addition to understanding the nuance of each platform you intend to upload video on, you also need a deep understanding of your target audience. Your social listening tools will be invaluable to this end. For instance, Groupon does an excellent job with video content that targets unique aspects of its consumers. They have a broad consumer base but put out content on travel or videos with recipes when they need to directly target segments of their audience. Doing this while tailoring content to each platform you use makes for sophisticated marketing.
This next trend is all about making your content work harder and lengthening its lifecycle by breaking it into multiple posts and adapting it to suit different platforms. As Jen McKinnon, Envato’s Video Marketing Manager acknowledges: “When you create a piece of content there is always more value to be had than just the single post you created it for. Content remixing or content atomization is a way to extend that content’s value by repackaging it across different platforms.”
Sharing behind-the-scenes snaps from a magazine photoshoot, refreshing and reusing content assets that have resonated with audiences in the past, and seeing how content performs on new channels – these are all strategies that can realize maximum results with minimum effort.
See us practicing what we preach and turning our interview with Russian digital artist Farelyph into three formats: a how-to blog post that’s all about anime art; an Instagram post that offers a fast-paced snapshot of her creative process; and a snackable YouTube Short.
Give your social content an instant lift with Social Media Pack Vol. 1 from graphix_shiv, which features Facebook, Instagram, Twitter, and Pinterest templates, or try out five different designs and square layouts with this fashion-savvy Social Media Pack or this sophisticated offering.
Monochromatic Product Photography
“With the rise of digital marketing, social media advertising, and online shopping, it’s no longer enough to just have professional product photography,” says Envato’s Digital Designer, Taylor Conacher. “Imagery must demand attention and engage distracted audiences in less than a second before they scroll on. Monochromatic product photography looks right at home on an Instagram feed or Pinterest board. Whether it’s a zero-alcohol wine or a new toothbrush, the impact of a single color dominating the entirety of the frame is immediately eye-catching. Combined with interesting object composition, this trend drives brand association and leaves a memorable impression.”
Taking a bold and bright approach to branding, monochromatic photography can communicate so much with just one hue, like emotions and mood. Pink feels playful, red says daring and green feels fresh, while this yellow Instagram offering from Canada-based product photographer Treesha Millicent adds a splash of sunshine while perfectly demonstrating the less-is-more appeal of monochromatic.
Of course, subtle variations are achieved through the use of different tints and shades, but the idea of the monochromatic design trend is to pick a micro-color palette and stick to it. Embrace this social media trend by posting product mock-ups in calming blue, a beauty product-friendly blush pink or sophisticated grey, or check out some of the monochromatic photography below from Envato Elements for inspiration.
And that’s a wrap on our Social Media Trends for 2022! Familiarize yourself with these hot topics and you’ll be turning heads on TikTok and trending on Twitter in no time. But if you do need a helping hand when it comes to building your strategy, check out this round-up of tips from social media experts.
For more marketing content, there’s our Social Media Marketing Guide and Social Video Trends blog, which covers everything from live streaming to YouTube Shorts. And don’t forget, a subscription to Elements includes access to all of the social media assets you need, from customizable templates to eye-popping graphics, and attention-grabbing backgrounds.
The appeal of influencers is a global trend: 88% of survey respondents from Brazil follow an influencer, as do 79% of respondents from Japan. People worldwide, especially younger ones, are drawn to influencers—from the content they post, to the lifestyles they promote, to the communities they create—and often relate to them on a personal level.
2022 Digital media trends, 16th edition: Toward the metaverse
Principal | US Tech, Media & Telecom Leader
Kevin is a vice chair and leads the US Technology, Media & Telecommunications (TMT) practice of Deloitte; as well as serves as the global Telecommunications, Media and Entertainment (TME) practice leader. Kevin has more than 30 years of experience in strategic and operational planning, as well as implementing global business change and technology projects for major telecom and media organizations. His industry experience spans film, television, home entertainment, broadcasting, over-the top, publishing, licensing, and games. Kevin is an author of Deloitte’s Digital Media Trends Survey a co-author of Deloitte’s Digital Media Maturity Model, and speaks regularly on media consumption trends.
US Telecom, Media & Entertainment Sector Leader
Jana is vice chair and Deloitte’s US Telecom, Media and Entertainment (TM&E) sector leader. She is also a principal in Deloitte and Touche’s Risk and Financial Advisory practice. Jana has more than 20 years of experience in serving large, multi-national technology companies to help them address enterprise risk. She has leveraged her risk advisory capabilities to lead engagements for digital platform companies, helping them navigate evolving regulatory requirements and business transformation. Jana has built worldwide engagement teams to serve several Fortune 500 companies, across the Americas, Europe, Middle East, and Asia. As the US TM&E sector leader, Jana is focused on strategic direction and market eminence of the TM&E sector, and go-to-market strategies for Deloitte’s key businesses. Jana was formerly the Inclusion and Well-being leader for Risk and Financial Advisory and continues to bring inclusion and well-being into everything she does.
Research Manager | Deloitte
Chris Arkenberg is a research manager with Deloitte’s Center for Technology, Media, and Telecommunications. He has 20 years of experience focusing on how people and organizations interact with transformational technologies. Chris is also an avid video game enthusiast, stomping the virtual grounds since the days of the 2600.
Brooke Auxier is a research manager with Deloitte’s Center for Technology, Media, and Telecommunications. Her research focuses on media, entertainment, and consumer technology. She has a Ph.D. in journalism from the University of Maryland.
Executive Director | Center for TMT
Jeff Loucks is the executive director of Deloitte’s Center for Technology, Media, & Telecommunications, Deloitte Services LP. In his role, he conducts research and writes on topics that help companies capitalize on technological change. An award-winning thought leader in digital business model transformation, Jeff is especially interested in the strategies organizations use to adapt to accelerating change. Jeff’s academic background complements his technology expertise. Jeff has a Bachelor of Arts in political science from The Ohio State University, and a Master of Arts and PhD in political science from the University of Toronto.
Kevin is a senior manager in Deloitte Services LP and the sector specialist for the US Media & Entertainment sector. He has more than 20 years of systems, operations, and management consulting experience implementing business-driven technology transformation and digital modernization programs for clients in technology, media, and telecommunications, and the public sector.
Share article highlights
2022 Digital media trends, 16th edition: Toward the metaverse
Share article highlights
Enable this podcast.
Digital media trends, 16th edition: Toward the metaverse
This year’s Digital media trends survey revealed that media companies in the United States are now feeling more turbulence from the deeper currents shaping consumer behavior. After 15 years of growth, streaming video on-demand (SVOD) services have successfully unbundled video, lowered costs to consumers, and ignited fierce competition among providers. Top SVOD services are consolidating content and taking the competition for subscribers into global markets. But they face greater pressure to attract and retain subscribers who have grown savvier about their subscriptions and more cost-conscious.
In that same 15 years, screen-based entertainment has evolved beyond TV and movies. Streamers and studios are challenged to attract and retain younger generations who have grown up with smartphones, social media, and video games, which deliver finely tuned experiences that are social, interactive, and immersive. So, while SVOD providers may have disrupted TV and movies, the medium—and its business models—still looks much the same as it did when they were created 15 years ago.
Since then, social media has expanded and evolved dramatically. Social media services now deliver finely tuned and personalized feeds of images, video, music, news, gaming, and shoppable media to billions of users, all lit up by social networking and provided for free. Top services are adding new lines of revenue by becoming retail destinations and leveraging influencers and creator economies to reinforce engagement and purchasing.
Meanwhile, thanks to smartphones, competitive esports, and rich, Hollywood-level experiences that cast the player as the star, gaming has gone global and expanded across generations. Gaming may have started as an individual experience, but it is now highly social. And game companies have evolved to monetize many aspects of gaming, from subscriptions, in-game purchasing, and extensible games that operate more like services, to embracing the social experience of gaming with multiplayer, branded content, and virtual goods.
Although SVOD broke apart the cable bundle, since then, streamers and studios have mostly focused their innovation strategies on content delivery and licensing rights. Social media and gaming companies have been quickly evolving their business models and products, leveraging technology, and capitalizing on behaviors. This doesn’t mean all digital media must become social and interactive. But SVOD services should be aware that more audiences are finding entertainment, community, and even meaning, elsewhere.
This year’s study expanded beyond the United States: We also included the United Kingdom, Germany, Brazil, and Japan—areas where media and entertainment companies are competing for digitally mature audiences. Overall, the trends we’re seeing in the United States are echoed in these countries, with the same generational contours. Amidst a global pandemic that has constrained in-person activity, people and companies are being accelerated into digital life, setting the stage for the current excitement about the metaverse—where virtual spaces become common destinations for work and play. But these shifts were already in place before COVID-19. With millions recording themselves doing the latest viral dance moves, influencers driving sudden demand spikes for products, top musicians delivering other-worldly concert experiences to global gaming audiences, and virtual goods becoming valuable and scarce with non-fungible tokens (NFTs) and cryptocurrencies, digital life may be gaining on so-called real life.
Social media broke open the TV screen and made fame much more accessible. Gaming enables us to act in the movie. Media and entertainment executives—and especially those in SVOD—should be thinking hard about how people socialize around entertainment and how entertainment itself is becoming more personalized, interactive, and immersive. The business models that have brought them this far, and even the technologies they have relied on, may not carry them through the next wave of change.
The SVOD conundrum
The shift to streaming video has been extremely successful at disrupting television, though potentially far less profitable. 1 Like TV and movies before them, SVOD companies have relied on the innate emotional and intellectual value of their stories to engage audiences and monetize their attention. But will people always value this kind of passive, lean-back-and-watch experience? That’s the big question. As more major media providers launch their own streaming video services, competition among them has heated up, just as their value proposition to audiences may be losing some of its luster.
For top SVOD services, growth in North American subscribers has slowed. 2 As they pursue global markets, and as those markets mature, they may be facing the same challenge. For consumers, getting their entertainment through the fragmented SVOD landscape requires more effort and, increasingly, nearly as much money. 3 Over the past two years, US consumers have become increasingly frustrated when they lose content to other services, have to manage multiple subscriptions, and receive poor recommendations.
Quick and Easy Transactions with Social Commerce
In a nutshell, social commerce enables in-app shopping and checkouts. This means that customers can discover a product, and complete a transaction entirely within the social network app or browser version, without having to visit an eCommerce store.
This not only is convenient for the user, but it’s lucrative for the brand. The quicker, easier, and more frictionless the purchase is, the fewer chances the customer has to reconsider. This allows businesses to increase the engagement of their followers and harness the power of impulse buying.
Furthermore, combined with a great product and a pleasant post-purchase experience, social commerce can quickly boost not only sales but brand advocacy. Customers who shop on social media are more likely to use the platform to share positive word-of-mouth and create user-generated content.
The most prominent platforms to test social commerce for your brand are Instagram, TikTok, and Facebook. However, make sure to follow how Twitter’s plans are developing as they are back in the game and want to give the trend another shot.
2nd, we’re focused on website clicks, which sends people to an advertiser’s website so that they can learn about their product or service, or buy or download whatever that product or service might be. $TWTR
— Twitter Investor Relations (@TwitterIR) March 3, 2021