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.