Social media in 2022

Just what has social media got in store for us in 2022? From TikTok to Pinterest, we review the latest trends.





Social media in 2022

Over the past couple of weeks, a lot of publishers have started promoting their trends, findings and forecasts for the coming year. Off the back of this, a lot of interesting articles are being published about how people are using social media, and how we can look to capitalise on some trends to get the most out of some channels.

Below are some of the best insights and articles we’ve seen in our travels.

Video remains king

Video definitely killed the radio star and now perhaps the TV star too. A new study conducted by the Consumer Technology Association has found that consumers now spend almost as much time streaming videos on social platforms as they do watching traditional TV. Smart TV shows are getting ahead of this and streaming episodic productions on socials.  

For brands it highlights the need to invest in video to reach your audience. And it offers hope for brands that can’t afford big ATL campaigns – smart social video just could do the trick.

More info HERE.

Sound and visual matter on TikTok

TikTok has recently published its findings on how sound and creative influences its user base. Sound or visual alone across social creative has meaning, but when paired together they can create something truly special. Through the combination of both sound and visuals on TikTok, brands cannot just become part of a current trend, but also create a brand new one.

Turn up the volume!

On Facebook, it is usual for 75% of video plays occurring with sound off. As a result, it is has become common practice to build for sound off viewing, utilising call to actions to get users to listen with sound or using subtitles to vocally driven videos. However, on TikTok sound is not only essential, but also expected, with 9 out of 10 users of the platform saying it is essential to the TikTok experience.

On the platform sound can take a series of forms, with one option being music. Music on TikTok is totally unique to any other social media platform, with a variety of music labels using the platform to gain awareness for their artists, and in some cases, those artists entering the Billboard charts off the back of a successful introduction on TikTok.

With 50% of users finding content with music more energising, uplifting and engaging, this trend encourages advertisers to utilise music. In fact, ads that use music experiencing up to 120% more awareness lift than silent ads, it’s hard to see why more brands do not utilise it more.

Another way brands can utilise sound is through brand linkage. A study last year found that ad recall increased by over eight times when distinctive brand sounds are leveraged in ads, when compared to other elements like slogans and logos. One successful example is Singapore Airlines, which created a 30 minute audio suite to simulate the sounds passengers would hear from their services, including lounge music, boarding, fight and landing audio. This has been rolled out across TikTok, where their brand is now heavily associated with any airline focused content that now appears on the channel.

More info HERE

Pinterest Shares New Insights into How Brands Can Enhance Appeal Among Gen Z Consumers

Pinterest is a platform that many brand bypass, however, it does have a lot of potential when used the right way to target the right people. Pinterest’s recent report into Gen Z users (people born after 1997) has brought up some interesting trends as to how they make purchase decisions online and how they use the platform as a whole.  For anyone with an upcoming campaign for younger audiences this is a must read.

More info HERE.



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