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Social networks have become more than just channels for communicating with friends or family. They now allow users to know what is happening on the other side of the world in a matter of seconds and to consume content tailored to their needs and tastes.
The success of these platforms has been such that there are already more than 500 million users worldwide, 14% more than the previous year, according to Talkwalker, a company focused on consumer intelligence.
These users spend an average of two hours and 25 minutes connected to social networks daily, according to Statista.
Social media trends
This behavior only reflects that social networks are also an area of opportunity that companies cannot waste from the moment they take their first steps.
For this reason, they should know the trends in social networks, as this way, they will be able to get closer to their audiences, said Talkwalker and Hub, a customer relationship management (CRM) platform for growing companies, in their report Social Media Trends 2022. The report highlighted that there are 10 trends to follow in the coming year:
TikTok to take over social networks as other platforms adapt
It is the most downloaded non-gaming app worldwide during July 2021. It had more than 63 million downloads.
The platform is based on a highly personalized content proposal system that helps brands gain exposure and connect with the right audience. In addition, it is about to introduce e-commerce and monetization models.
Social media targeting will improve as cookies are eliminated
Google is working on eliminating cookie tracking by 2023. This will impact digital advertising, as many brands have benefited from obtaining user data by invading their privacy through these cookies. So this sector will have to redefine its strategy.
Social media marketing will simplify the customer journey
These platforms are introducing shopping functions for users to purchase products without leaving the app.
To do this, brands will need to take advantage of marketing opportunities through Instagram posts, Reels, Stories, and more motivating consumer interaction and interest.
Facebook and Instagram are clear examples of this trend, as they have marketplaces within the same app. Other examples are Rappi and Hugo, platforms that initially offered delivery services in their app and now also provide financial services in it.
Post-pandemic content will be tailored to consumers’ needs
To remain visible to their potential customers, brands must communicate in local and detailed terms, targeting specific audiences. They will need to expand their content strategies for 2022 and beyond, identifying both the content and style their consumers need.
Omnichannel interaction will change the way consumers interact on social networks
64.5% of Internet users receive breaking news from different social networks instead of traditional formats. This is an opportunity to expand audiences and grow connections with consumers by providing the information they want.
For brands to stay current and afloat in the coming year, it’s imperative to leverage the insights provided by consumers.
Influencer marketing will come of age
Influencer marketing has become a dominant methodology within marketing strategies. As the dominance of social media continues to expand, so will the weight and authority of influencers.
Such will be its consolidation that countries such as Mexico and Colombia are already seeking to regulate the practice of influencers, so that they do not violate the law and keep the rights of consumers protected.
Brands will lead the decentralization of social networks
Today many brands are building their social networks internally in order to regain control of their audiences. Thus, next year will continue to see brands leading the way, with an emphasis on interaction within the customer experience.
Metaverses will be the next connection with the consumer
The metaverse is a fusion of the physical world with augmented and virtual reality. While brands were moving into virtual reality when the pandemic hit, this reality was led by the gaming industry.
But now, they are an opportunity for companies to offer unique experiences, such as measuring clothes without entering a physical fitting room, as announced by Mario Valle, founder of Altered Ventures, after announcing his alliance with Memo Ochoa to invest in gaming projects in Latin America, a pioneer industry in the metaverse.
Inclusion will be critical for brands
Consumers have high expectations and prefer brands that proactively foster connections with their audience and bring together people with diverse opinions. So companies must take a hard look at their actions, facts, and culture to stay relevant in 2022.
Communities will develop and take control
Social issues have something important in common: they all have communities that drive them, a collective power that strengthens their cause, idea, or mission. Social communities can coalesce and grow, often very quickly, and successful brands will be able to access them with the right message and intent.
A clear example of this is Favo, a startup that bases its business model on community group purchasing. Thus, those who register on the platform receive their own virtual store to sell supermarket products to their neighbors in the neighborhood.
Staying on trend will help companies identify consumer preferences in real-time and improve the customer experience. As well as to better understand the competitive landscape.