How is it 2022 already? Cue Taylor’s Swift’s “22”
I don’t think it’s a surprise to anyone that, in the landscape of the pan-Demi-Lovato, the whirlwind of the last 2 years have left all of our collective heads spinning.
With that, we have to negotiate fluctuating work requirements, shut downs, restrictions and mandates. What a time to be alive in business….
NBD, we will just pivot… AGAIN.
Unfortunately, small businesses like yours have been the ones taking the brunt of these ever-changing regulations while also having to offer new, innovative ways for your customers to gain access to your business.
And hold onto your hats, because things aren’t slowing down any time soon. When we look ahead to 2022 and beyond, the number of innovations and changes are staggering.
So, let’s dive into what we can expect to trend on social media in 2022:
Video content will still reign as King Queen
Video content has been on the top of the list for about 5 years now, but much more common in the last 2-3 years with the introduction of Instagram Stories, Reels & Tik Tok. And while this isn’t exactly new, it isn’t slowing down anytime soon. We are still seeing massive innovations in the video marketing field as technology has made it more accessible to consume & create. Now that many of us have high quality cameras in our pockets 24/7, we are seeing how much easier it is to create content on the fly and get creative with editing low-cost apps.
Short form video
We have Tik Tok & Instagram Stories to thank for this. We are seeing audience consumption levels rise (especially during the panoramic). We want to be entertained during every available pocket of our day and use short form videos (videos 10 seconds to 3 minutes long) to do so. And while Instagram Reels have come on the scene to provide competition for Tik Tok (but not doing a great job), we will likely see them differentiate themselves more this year. Reels have been taking a back seat to Tik Tok but we are also seeing that the kinds of content that do well on each platform are starting to differ. So, keep your eyes peeled for another blog in the coming weeks to investigate how and why that is.
Passive video is making a comeback
This might be my favourite announcement to make yet. Youtube usage is on the rise. There has been a steady incline over the last few years as video content has become more accessible but we saw a sharper increase in creators shifting to Youtube in 2021. Why? Well, one of the main reasons is that the shelf life of a video on Youtube is much longer than the other social media platforms.
Youtube is a social media platform powered & utilized by the biggest search engine in the world. Finding the video is based on your search keywords in either Google or Youtube not the recency of the post, as it is on Instagram or Tik Tok. Therefore, videos can be found years after they have been posted with the same frequency as the first 24 hours. Creators are likely making this switch (or investing more time into it) for of these exact reasons, which helps their content creation be more sustainable over time.
Customizable experiences in app
For years Instagram has been hearing us bitch about their switch from the chronological feed (pretty much since it happened) and many updates later, they finally listened.
But Instagram’s real epidemic has been Tik Tok. For the first time since they launched, they have seen a good chunk of their market share, audiences & advertisers make the switch to the popular video platform. Now that they are more worried about the mass exodus, they have been trying to give the users what they want; more customization.
Instagram chronological & trending feeds
2022 will see the return of the chronological feed as well as allow you to switch to trending feeds as well. We will see how we like getting exactly what we want, though. It remains to be seen how the users will embrace the switch back to chronological.
Favourite creators
Instagram has recently confirmed their new Favourites feature which will allow users to select accounts to show up in the feeds more frequently than others.
This is something that has potential to be the first of many preferences that users can set to allow them to sort through the content & creators that they follow and create customized feeds based on categories, content & types. How much would you love being able to search through the accounts that you follow for your favourite fashion creators or fitness influencers, instead of wading through all of your followers?!
In-app shopping will become even more seamless
Instagram is still the most seamless platform for e-commerce businesses with their Instagram Shop (Facebook has this too but it’s application on Instagram makes the shopping experience seem more like content, & less like an ad).
Tik Tok shoppable ads
Tik Tok is actually much further behind Instagram in this regard, still linking out to independent websites.
They have launched shoppable ads, livestream shopping and product galleries in ads (some of which is still not available in all countries) but are still far behind having it be an in-app experience (which the social media companies and users both prefer).
However, Tik Tok has shown just how valuable it is to consumers by helping many small businesses become viral, selling out their entire inventory quickly. It is not more apparent than the viral hashtag #tiktokmademebuyit
Links in Stories
We heard the collective rejoicing of every Instagram user under 10K followers earlier last year when Instagram rolled out Story linking to all users. This allows smaller creators and businesses to use the Instagram native shopping features to showcase products, recommend links, articles and more. It had been a long time coming and so much easier for smaller shops to profit organically in the app.
Creator shops
Announced several months ago during Creator Week, Instagram is making it easier for it’s Creators, who want to sell their own products and merchandise, to add an existing shop or open a new shop on their personal Instagram profile, as long as it’s linked through one of their merchandise partners.
Instagram Collaborations
1 post, 2 Creators. Now, brands who partner with creators can feature their content directly on their page with Instagram Collabs.
This feature isn’t just for brands, however, you can collaborate with any other user who accepts your invite to showcase their post on your feed.
When it comes to brands, it helps them use the same content creators post on their feed and share it with their native audience seamlessly. We will probably see this included in all influencer contracts from now on. The brands don’t have to ask for the original content to manually post and the influencer’s followers can click on the brand’s handle to check them out seamlessly.
Community to Conversation
The word everyone dreads; engagement. When it comes to growing on social media, you can’t just set it and forget it. You still need to be active on the platform and getting interaction from your followers for the platforms to take you seriously.
Engagement prioritized on platforms
While, at this point, it has not been proven that any of the interactions are weighed more than others, it is still clear that interaction & relationship building are important. But more importantly, social media is meant to be social. If you wanted a billboard, you would buy an ad. But what you want is the kind of loyal customer that feels like a friend, or maybe even becomes one.
These platforms have done a lot to connect like-minded people around the world during a time when seeing each other in person wasn’t an option. Yes, it also has a dark side, but as with everything on the internet- you are what you click.
Good Content above all else
One thing we can thank Tik Tok for is the rise in singular pieces of content being able to take off and go viral without a powerhouse creator with thousands of followers behind them. Now, it still helps to have those thousands of followers, but bold, entertaining content, content with a story or a feel good moment, or content that is interesting to look at will now be able to proudly stand on its own.
Big Personalities
Within this trend we are seeing regular people with bold or distinguishing personalities take flight. Becoming known for certain kinds of content, key features of personality or appealing to a certain group of people (especially relatable) is helping previous unknowns enter influencer superstardom and create brands or monetize their content.
While the Tik Tok & Instagram Creator funds can only be monetized in certain regions (mainly the U.S.A. and some parts of Europe) but it still allows creators to cash in using other methods.
Video Memes
Gone are the static tweets of yesteryear. Bring me all the Schitts Creek scenes that you can find! Video memes are making waves in recent months, and I don’t mean gifs, folks.
Using select scenes from your favourite shows, cute viral content and adding your own relatable context breathes a whole new life into the meme scene.
It also helps creators curate content instead of creating it from scratch, which can be more costly or time consuming. But, creating original memes isn’t always as easy as it sounds. Sometimes, it means jumping on trends right away before someone else has had the chance to do it. Or taking a risk with what you think your audience would find relatable.
Production value will matter
In the age where content has never been easier to create, the bar is high for what the world will accept. Grainy, low-resolution photos will no longer be accepted for even a personal account. Crisp, clear images, and video are the only kinds of content that users have the patience for.
But before you go off and spend a small fortune on equipment, creators have found clever ways of creating this kind of content on the cheap. Whether it is taking advantage of natural sunlight, using one of the millions of filters available on the platforms or downloading editing software to up your game, we are seeing the rise in production value across all content types.
The Future of the Internet
Now we get to the weird stuff. Social media isn’t always going to stay in our pockets. Over the next 5 years, we will see major strides in not just applications, but whole new digital experiences (anybody see that movie, Ready Player One? Yeah, it seems a lot like that…)
Virtual Reality
We are already seeing how virtual reality is introducing itself in the gaming space. It won’t be long before those games become chat rooms, or live VR events where you can chat, play games or go on extensive adventures in the virtual world. We can expect to see the emergence of virtual concerts (with virtual VIP chat rooms with your favourite pop stars), conferences, and a diverse array of immersive digital experiences.
The Metaverse
I’m not going to lie, when the Zuck announced this, I was scared. Mainly because, you know, he’s scary.
Honestly, even though what he said was words, I didn’t quite understand what the Zuck he was talking about. I found this really great article from Wired that explains it a little more clearly.
It appears that it will be a whole new way of interacting with technology. It’s not just virtual reality, it seems to be a place where all different types of technologies can interact and continue interacting long after you’ve left.
And we can expect that it will translate to the marketplace as well. It will be a whole new way to buy and sell both physical and virtual goods. But don’t let your brain get scrambled just yet. Like anything, it will take some time to build and get going.
Now, don’t let all of this overwhelm you. You don’t need to master a whole series of new tricks in a matter of days. The truth is, human nature & psychology is slow AF. A consistent brand with a strong message goes a long way in gaining loyal, devoted customers. But we also have to pay a little attention to the outside world and its many changes.
If you want to know how to market your business in this constantly shifting digital world, subscribe to my newsletter for all the latest trends, tips and advice on how to make the most bank for your biz. I will keep you updated on trending sounds, industry articles and everything you need to market your small business online.
And, as always, if you have any questions about what you’ve read here, you can find me on Instagram, Facebook or Tik Tok to send me a DM.
Which of these trends will you be embracing in 2022?
