The social media landscape is a constantly evolving, ever-shifting environment where, to succeed, you must be aware of all established and incoming trends, using them to your advantage to maximise your brand’s reach and impact.
To get the best out of the social media marketing experience, being able to accurately predict new trends is a critical skill, and one of the best ways to do this is by examining current and past trends, using them as a foundation from which to build your future forecasts.
TikTok’s Popularity Explosion
TikTok has proved to be a social media sensation over the past year, racking up over one billion users and generating $2bn in revenue, while clocking in as the most downloaded app with 656 million downloads in 2021.
The video platform’s popularity has continued to soar throughout 2022, with studies indicating the app could reach 1.8 billion users by the end of the year.
It’s impossible to ignore TikTok’s unprecedented growth, it has quickly established itself as one of the most important tools for social media marketing, with brands scrambling to optimise their content to suit the new app on the block.
The viral potential of the platform’s videos and its appeal to Gen Z demographics make it an attractive prospect for marketers, while the diversity of content on the app means it is suited to just about any type of business.
Meta Focuses on Videos
In response to the massive rise in TikTok’s popularity, Meta has begun to focus more on video content across its Facebook and Instagram platforms.
Instagram introduced the Reels feature as the platform worked to shift from still images to videos, revealing last month that Reels, despite lagging behind photographs in terms of post numbers, were generating a far greater amounts of likes and interactions. This was an interesting revelation that, when looked at in conjunction with TikTok’s success, suggests an overall trend towards video content by social media users.
In an effort to further optimise the platform for video content, Instagram recently tested a range of new features designed to streamline its algorithm. Users will have access to ‘Not Interested’ and ‘Favorite’ functions that will allow them to further personalise their suggested feeds, while the ‘Following’ option allows users to remove suggested content altogether.
Short-Form Videos are the Future
Not long ago, long-form videos were the key to social media success. YouTube rewarded videos over 10 minutes long with greater distribution, while Facebook Watch and IGTV looked to capitalise on the popularity of long videos.
However, the arrival of TikTok changed all of this. Suddenly, long videos were out, and short, punchy video content eclipsed them as the most impactful type of social media content. IGTV is gone, and Facebook Watch seems to be on its way out, with both platforms now refocusing their efforts on short videos in an attempt to mimic TikTok’s success.
While this works to demonstrate just how influential TikTok has been, it also reflects how quickly social media trends can change, and how important it is for brands to be prepared for change.
Social Media Ads are the Most Impactful
In what will come as welcome news for businesses, research has suggested that consumers are far more receptive to ads seen on platforms like TikTok and Snapchat than on traditional media like television.
A Kantar study revealed that consumers see TikTok ads as inspiring, trend-setting, and enjoyable, with ads on the platform more likely to engage and capture the attention of viewers.
Additionally, studies by Nielson and Pinterest indicated that Snapchat ads have far greater reach than TV ads, while Pinterest ads have higher returns on investment (ROI) and cheaper conversion rates when compared to competitor platforms.
This information indicates a significant shift from traditional advertising, and should work to motivate businesses to focus their efforts on social media marketing methods. For brands already investing heavily in their social media presence, these studies will work to assure them that they are on the right track.
Consumers Buy Directly from Social Media
Rising levels of social media use, due in part to people staying at home during pandemic-related lockdowns, have seen a marked increase in social commerce numbers. Market research company eMarketer has predicted that the social commerce industry will be valued at $80bn by 2025, growth supported by an increased interest in e-commerce itself, which saw an 18% rise in 2020.
While many consumers already use social media to discover new brands, we’re seeing more and more integration of shopping features on these platforms. Both Instagram and TikTok offer users the option to purchase products directly from the platform, further blurring the lines between social media and e-commerce.
Conclusion
Social media has changed the marketing landscape forever, and it will continue to do so as the platforms adapt to ever-changing consumer habits. Staying on top of current trends and knowing what works for your brand is a process of constant learning, evaluation, and adjustment, businesses must be prepared to modify their methods, often drastically, to ensure they maintain an effective and efficient social media strategy across all platforms.
