Social Media Moves
The biggest updates to happen on
the social media platforms, you
need to know about.
“The digital world we live in is based on connections, and there is a constant desire for deeper connections, hence why developments like smart accessories and the ability to Super Follow influencers offer more intimate experiences.
One important sustained trend in the digital world is video. Video content continues to be the focus for social media companies and is undoubtedly more important than ever. This has been said before, but it continues to be true, with increased usage of both long and short-form videos.
Whilst short-form videos like TikToks and Reels are thriving, the apps are also introducing longer videos to give content creators more flexibility and viewers more variety. Where previously TikToks went from 6 to 15 to 60 seconds, videos can now go up to 3 minutes!”
Huwaina, Senior Consultant at Hanover Communications
Which platform do you think has the most potential to grow and thrive in 2022?
Twitter expanded its monetisation features for influencers with a new paid subscription option: Super Follows. This allows loyal fans to deepen their connections with their favourite content creators, whilst incentivising more users to work towards becoming influencers.
LinkedIn scrapped stories but recently acquired Jumprope to add to its online learning solutions. It’s no secret that social media channels copy each other, as seen yet again, following Twitter’s removal of Fleets. Whilst LinkedIn is expanding its online learning resources, some would argue that more awareness is needed around its product offering and solutions.
Facebook created smart glasses with Ray Ban to capture digital footage that users can share. Fashionable smart accessories have become a norm in recent years. For many, these are ingrained within their daily routines. Within digital communication, we believe it presents opportunities of more personalised, intimate experiences and advertising solutions.
TikTok addressed safety concerns in August by adding new features and prompts for teen users of the app. Regulating apps for child safety is a pressing issue, and TikTok is, rightly so, taking the initiative to protect its young users. With its rapid growth, it’s vital for TikTok to address challenges and reinforce platform safety.
YouTube has expanded its live streaming features by testing in-stream shopping functionalities. With YouTube’s Partner Programme hitting 2 million participants in August, livestreams appear to provide a lucrative environment for promoting products.
WhatsApp added a disappearing image and video sharing option to its app. The feature reduces the chances of a user’s phone being clogged with images that are only viewed once, and promotes the sharing of media content.
Instagram enhanced its video content with the expansion of Reels. Similar to the Explore feed, users are shown Reels from accounts they do not follow. These developments are greater evidence of why video is more important than ever. Following the popularity of TikTok, there has been a significant rise in video consumption that has taken the entire social world by storm.
“Social media platforms are increasingly looking at new streams of monetisation for the benefit of the platform and its users (particularly content creators), and we’re excited to see what new developments are in play. “
Bhagwant, Digital Apprentice at Hanover Communications
The Hanover guide to the top upcoming things that may influence your marketing and communication decisions.
The QR Code is Dead? Long Live The QR Code
One piece of technology we didn’t expect the resurgence of was the somewhat strange black and white square complicated barcode, which were once thought of as the next big thing, only to be relegated to digital history. However, with the need to supply a quick and convenient way to show menus, check in to locations for tracking or simply to order - the QR has been reborn.
For brands and marketers, this means a learned behaviour of our audience is now available for use, and something to consider to extend, connect and capture value from engagements with your target audience.
On or Offline - The experience is key
With lockdowns, restrictions and (ever) changing rules; we have all become experts of dealing with these changes, quickly pivoting from in-person to virtual. A by-product of this, is our expectations of what these online experiences offer, and for you that means that events, activations, even stunts cannot just exist in the physical space, there must be a way to experience them virtually and personally.
This focus on hybrid events and experience offers a benefit too, in the reach of the experience and the ability to engage the community and audience without their having to be physically located close by to the activation. This change, however, means the stakes are high with events, and you must consider engaging and connecting with the online audience, as much as you would the physical.
Will we finally see the VR Promise Come to Life?
For years, we have seen the trends of VR, AR, AI and the like becoming the big trend for the future - and it has yet to pay off. However, with Facebook’s acquisition of Oculus, and their focus on making VR a valuable experience, working through the kinks and issues - and with the recent announcement of their glasses - it seems VR and AR are back on the table, and unsurprisingly Facebook are in the lead.
With their focus on being the centre of the web, these recent moves show business strategy pay off - with an already closed ecosystem of Facebook brands including Instagram, WhatsApp, Workplace, Messenger the Facebook platform - Zuckerberg not only has the data but also the means to create experiences, and connect them effortlessly between work, leisure and online life. However, with the burgeoning monopoly cases in the US, the future may not be smooth, but it certainly looks to be focused on blurring if not removing the line between online and offline life.
If you do one thing in 2022... Don't Make Ads - Make TikToks
Whilst it’s not without its own issues, TikTok has watched and learnt from its contemporaries and what matters to its content creators and its audience; to deliver content which matches interests, to keep the focus on the people you follow, not those who pay for attention, and to give the content creators power, and inspiration to create content which connects with their audience.
In return, TikTok has become the fastest growing and biggest social media platform. This coming year we predict the extension of the small advertising offer to a richer experience, but with a focus on quality content, not just pay-for-play, and with this, opportunities for creativity and connection to audience, yet unavailable on this scale. Coupled with the expansion of advertising and partnerships in the UK - next year looks to be an extremely exciting time to get involved, and if TikTok is not part of your plan, it certainly should be.
Trend foresight delivered by:
Adam, Group Digital Director
at Hanover Communications