Social Media Trends in February

1. E-commerce in 2022

In their Consumer Sentiment Index, the experts from advertising service provider Criteo show that, despite the Covid 19 pandemic, people are happy to spend money on purchases. In their study, they point out that shoppers who buy both online and in stores store significantly more than purely online shoppers or stationary shoppers. What this means for e-commerce and what other trends can be identified, you can read in the following article.

2. Why is the Creator Economy booming?

Being an influencer has become a full-time job. The Creator Economy consists of over 50 million content creators, curators, social media influencers, bloggers, photographers and videographers. 2.3 million of them do this job full-time and most of them belong to Generation Z. As the influencer marketing market continues to grow, it’s important for brands to stay in the loop to stay in the loop.

3. The current NFT trends

Non-fungible tokens (NFTs for short) are being heavily hyped and are on everyone’s lips. Many tech founders think that Web 3.0 will be the future, as the growth rate is growing exponentially. In a recent article by technology platform Tech-Crunch, it explains how blockchain-based products will no longer be in Web 2.0, but in Web 3.0. It also describes the five NFT trends that should be on our radar in the future.

4. 88% of SMEs rely fully on online advertising

A recent study by crossvertise GmbH shows that 88% of SMEs in Germany release their budget for online advertising. 141 small and medium-sized enterprises participated in this survey. The study shows that social media is considered the number 1 channel. Companies are investing more and more in advertising on these platforms and plan to continue increasing their budget every year.

5. Paid Instagram subscriptions

The test phase has already started in the U.S. Instagram is testing the use of paid subscriptions to see if it would be worthwhile to introduce such a model. Influencers can choose one of eight pricing models during this test phase. The price range is between 0.99 US dollars and 99.00 US dollars per month. In the future, not only the participating influencers but also Instagram would earn from these subscription models.

Strong growth predicted for influencer advertising

According to the online statistics portal, Statista Advertising & Media Outlooks, the German influencer advertising market is expected to grow by an average of just under 23% by 2024. Previous forecasts assume similarly dynamic growth for the DACH region.

Read more about this topic in one of our Influencer Radar articles in cooperation with 20 Minuten.

The Influencer Radar is created as part of a content partnership between 20 Minuten and Picstars. The editorial responsibility lies with 20 Minuten.

Image-Credit: Unsplash / Erik Lucatero

The Social Media Trends 2022

We are heading into the new year and are excited about what 2022 has to offer in the area of social media and influencer marketing. We have summarised the developments that we have stumbled across again and again in the past year and which we believe will gain momentum.

1. Swiss Companies Invest More and More in Social Media

Two thirds of Swiss companies invest in their social media channels to communicate with their customers. We are convinced that the trend is gaining popularity, as many companies recognise the potential of digital media to reach the young and digitally savvy generations. The Zurich University of Applied Sciences (ZHAW) researches the effectiveness of social media platforms for companies and customers and summarised it in the “ZHAW Content Marketing Study 2021”.

2. Videos – Preferably Short and Sweet

The development towards moving images has been with us for a while now. The development of the successful platform TikTok as well as current innovations on apps such as Instagram and YouTube show that social media users are particularly responsive to short videos. With the new YouTube Shorts, for example, the Google subsidiary is picking up precisely on this trend, and Instagram is also working flat out on optimisations for Stories and Reels.

3. Sustainability and Stance in Advertising

Sustainability is becoming a more and more central topic in today’s society. The idea of solving global problems together is an important approach and therefore also a necessary topic in influencer marketing, because we need to make people aware of the problems. In the following example, the focus is mainly on SMEs. However, we are convinced that companies of all sizes will benefit from a clear stance.

4. New Creator Categories

New categories of influencers are emerging. The standard categories under which influencers were identified are becoming less important and are in decline. Instead, influencers have begun to diversify their lifestyles by combining their posts with complementary industries. For example, the typical fitness Influencer not only posts about fitness and sports, but also explores and showcases their diet or travel style. Technologies will focus more on finding the perfect match for brands based on the influencer’s matching values and cross-industry activity.

5. More and More Virtual Influencer

The influencers of the future are no longer only human but also virtual. More and more of these virtual influencers can be found in social media. In the beginning, they were only a big trend in Asia and America. However, they are also playing an increasingly important role in Europe. @noonoouri, for example, is one of the many virtual fashion icons. With already 385 thousand followers, she is one of the best-known virtual influencers.

6. Campaign Performance Metrics

With the increase in advertising spend on influencer marketing campaigns, there is an amplified focus on campaign performance metrics. This drives the need for clear overviews of campaign performance. To better understand the ROI of budget spend, benchmarking based on historical and market data and the ability to easily access and manage qualitative and quantitative data will become even more important.

7. Social Commerce – New Shopping Destination Social Media

The fact that the classic brick-and-mortar shops in city centres no longer function well is nothing new. Both retail and online trade are currently in a state of flux. With augmented reality functions and creative in-app shopping features, apps like Snapchat, Instagram, Pinterest and YouTube want to develop new possibilities to win over the younger generations in particular for social commerce.

8. Generation Z Dominates The Algorithms

Who is my target group? How do I even address my target group properly? What do I have to consider? It is a fact that the majority of users on social media are Gen Z. The older generations also use social media, but they are often silent observers and interact less than the younger target groups. Gen Z actively participates and engages by posting, liking and redistributing content.

9. The Metaverse

One of the most exciting and innovative topics that we will encounter again and again in the coming year is the metaverse. Based on the strategy of the company Meta (formerly Facebook) and product announcements for 2022 from Apple, it is easy to see that virtual and augmented reality will play a major role this year. We look forward to the future with excitement and hope for creative and innovative developments for our society.

10. Influencers Become Entrepreneurs

For some influencers, it is enough to be satisfied with an attractive number of followers and to enter into cooperations and paid advertising partnerships. Due to their reach and creativity, but also because the popularity they have gained can change abruptly, many influencers start their own brands as an additional pillar. In addition to various international examples, some influencers in Switzerland have also successfully launched their own products and brands. We believe that this development will also pick up speed in 2022.