Social Media Trends in July

What are the social media trends in July 2022? As always, we will inform you here about the latest trends for the coming month and summarize the latest developments in social media for you in this article.

1. New insights about Gen Z

Generation Z has become a population group that deserves increasing attention. Especially now that their older members are entering young adulthood and they will signify great purchasing power.

In the new Culture Next Report, Spotify provides exciting insights and practical tips on how to engage with Gen Z. One of the most important characteristics of Generation Z is the topic of sustainability. They feel responsible for making the world a better place and also expect brands to show attitude.



2. 1.5 billion users engage with YouTube shorts

TikTok has had a huge impact on the social media landscape and media consumption habits in general – and not just within their own cosmos but also through the various short video offerings now available on other apps.

New YouTube stats show the rising popularity of YouTube Shorts, YouTube’s own TikTok clone that was originally developed to dilute the distinction between the two apps and keep YouTube users from migrating to the trending platform. YouTube now reports that 1.5 billion users now engage with YouTube Shorts each month.



3. Social media is becoming increasingly popular as a sales channel

Most Internet users spend the majority of their online time on social networks. Facebook, Instagram and Snapchat are the most popular online platforms in Germany and therefore also have immense marketing potential.

A survey commissioned by the Yellow Pages shows that six out of ten companies use social media as a channel to get in touch with customers or to promote their products and services.



4. Meta launches new monetization initiatives

Meta recently added some new monetization options for creators, social media platform SocialMediaToday reported. To ensure that top creators continue to post content and ensure creativity and engagement on the platform, some innovations in Metaverse and Web3 are planned or already implemented. The following features have already been launched:

  1. Creator Marketplace
  2. Brand Collabs Manager
  3. Reels Play Bonus Program
  4. Facebook Stars Creator Donation Process




5. Snapchat is more popular than TikTok with this target group

TikTok continues to grow faster than all other social media services. Snapchat in particular is feeling the increasing competitive pressure from TikTok. However, Snapchat is more popular in the 20-29 age group in Germany, a study by the market research company Toluna shows. In the U.S., however, Pinterest has overtaken Twitter and Instagram. In the U.S., Pinterest’s market share (9.95%) exceeds that of Twitter (8.62%) and Instagram (6.36%).




Picture-Credits: 1MiliDollars & jordan-mcqueen

This is what influencer marketing could look like in the metaverse

The metaverse represents the next logical step in an immersion into the Internet and is one of the hotly discussed trend topics of today. We explain the opportunities and challenges of the metaverse and the associated future prospects of influencer marketing.

This is the metaverse: an otherworldly universe

The metaverse is seen as a development from the gamer industry and as an advance of the Internet (Web 3.0). It is a collective term for digital, multidimensional worlds of experience. Here, virtual presence and the multidimensional Internet experience are intensified. With the use of virtual and augmented reality (technologies for the partial or holistic construction of virtual realities), parallel worlds can be experienced in the metaverse that are independent of time and space, as they are known from games and creations such as Minecraft, Fortnite, Second Life or Roblox. Due to the considerable computing power involved, experts do not expect a fully developed metaverse until 20 years from now.


The race has begun

The metaverse runs continuously and exists in real time. Communication and networking are particularly important here. Avatars are used to work, play, shop and socialize together. Tech companies like Meta, Microsoft and Nvidia, but also gaming companies like Tencent and Epic Games, are investing heavily in building and expanding their own worlds. These are called “Horizon World,” “Mesh,” “Omniverse,” or “Decentraland,” for example. The crypto information platform 10×10 currently assumes that there are around 15 public metaverses with a total of 1.5 million active users per month. The focus of the worlds varies: platforms are being worked on that focus on digital ways of working, social networking, creation and construction, or the virtualization of objects. The financial service Bloomberg Intelligence estimates the market potential of the Metaverse for 2024 at 800 billion US dollars.


Who has access?

In the near future, there should be a continuous cost reduction in favor of the democratization of the Metaverse.  For example, the Meta Group has been able to open its virtual reality platform “Horizon World” free of charge for average adult users from the USA and Canada since December 2021. However, you can only really immerse yourself with the company’s own Oculus Quest 2 VR goggles, and such goggles and other specific hardware items are part of participating in the Metaverse. It is speculated that in the future it will be part of daily business and mainstream to own a second, virtual identity and to move around in cyberspace. Here, people from all over the world can come together in huge numbers of participants.


The metaverse as a hub of unlimited possibilities

Various mixed reality experiences such as interactive concerts, movie premieres with an audience of millions, shopping experiences, scavenger hunts or conferences are already part of the metaverse. Companies buy properties, build product prototypes or show their wares in virtual showrooms as well as on avatars. In the process, users can interact with the physical or virtual objects and buy them with real money or a cryptocurrency. Other processes, such as the monetization of user content, are currently being worked out and have only recently become possible in isolated worlds.


Authentic influencer marketing in an artificial world

The metaverse holds seemingly endless potential – also with regard to influencer marketing, as networking and collaboration processes can be revolutionized. In the future, the metaverse will primarily reach younger, tech-oriented people from Gen Z and millennials, as GWI’s Zeitgeist Study showed. To them, it is particularly important that companies in the Metaverse be inventive in order to avoid boredom. Obviously, the Metaverse is a suitable platform for virtual influencer avatars because they can be easily integrated. This refers to computer-generated, cartoon-like personas designed by brands themselves. High-end fashion brands in particular are already taking advantage of this, as these avatars can be controlled as well as appear in multiple places at once. One such example is Maya from the sportswear brand Puma. However, the constructed digital persons are no substitute for real influencers, as they are idealized. They lack credibility and authenticity, which is why people can only identify with them to a limited extent. In addition, maintaining an artificial person is time-consuming.

But the metaverse also offers new forms of engagement for real-world content creators. They can be close to their community without leaving their four walls. By collaborating with influencers who move in the metaverse, companies have the opportunity to foster animated and emotional relationships with their customers. The first stars and starlets have already shown interest in the opportunities offered by the digital universe. Parties are being held and personal spaces created (e.g. Snoop Dogg’s “Snoopverse”). Especially on the gaming platform Roblox, influencers are considered in the further development. Characters and mini-games there emulate content creators and their interests.


Hurdles and unanswered questions

Protecting privacy and data and creating a safe environment with appropriate standards and rules are top issues that developer companies have to deal with. Cases of racism and sexism in the metaverse have already caused a media stir. Many technical, socio-economic, environmental, ethical and legal issues remain unresolved. In addition, emotions are heightened in immersive worlds, as a study by the University of Manitoba in Canada showed, and there is an increased risk of addiction. Another challenge is ensuring seamlessness. Because different models coexist and interfaces are exposed even within worlds, it is not always possible to ensure that objects can be transported around. Uniform structures and collaborations between companies could improve this.


Cover Credits: Martin Sanchez

So könnte Influencer Marketing im Metaverse aussehen

Das Metaverse stellt den nächsten logischen Schritt in einer Immersion ins Internet dar und gehört zu den heissdiskutierten Trendthemen von heute. Wir klären über Möglichkeiten und Herausforderungen des Metaverse und die damit verbundenen Zukunftsperspektiven des Influencer Marketings auf.

Das ist das Metaverse: ein jenseitiges Universum

Das Metaverse wird als Entwicklung aus der Gamer-Industrie und als Fortschritt des Internets (Web 3.0) angeschaut. Es handelt sich um einen Sammelbegriff für digitale, mehrdimensionale Erlebniswelten. Hier werden virtuelle Präsenz und das mehrdimensionale Internet-Erlebnis intensiviert. Mit dem Einsatz von Virtual- und Augmented Reality (Technologien zur partiellen oder ganzheitlichen Konstruierung von virtuellen Realitäten) ergeben sich im Metaverse erlebbare, zeit- und raumunabhängige Parallelwelten, wie sie aus Games und Kreationen wie etwa Minecraft, Fortnite,  Second Life oder Roblox bekannt sind. Aufgrund der beträchtlichen Rechenleistungen erwarten Experten erst in 20 Jahren ein vollumfänglich entwickeltes Metaverse.

Der Wettlauf hat begonnen

Das Metaverse läuft ununterbrochen und existiert in Echtzeit. Hier sind Kommunikation und Vernetzung besonders wichtig. Mithilfe von Avataren wird gemeinsam gearbeitet, gespielt, eingekauft und sozialisiert. Tech-Konzerne wie Meta, Microsoft und Nvidia, aber auch Gaming-Unternehmen wie Tencent oder Epic Games tätigen hohe Investitionen, um ihre eigenen Welten auf- und auszubauen. Diese heissen beispielsweise «Horizon World», «Mesh», «Omniverse», oder «Decentraland». Die Krypto-Informationsplattform 10×10 geht aktuell von etwa 15 öffentlichen Metaversen aus mit insgesamt 1,5 Millionen aktiven Nutzerinnen und Nutzern monatlich. Die Schwerpunktsetzung in den Welten ist dabei unterschiedlich: Es wird an Plattformen gearbeitet, welche sich auf digitale Arbeitsweisen, soziale Vernetzung, Kreation und Bau, oder die Virtualisierung von Objekten fokussieren. Das Marktpotenzial des Metaverse für das Jahr 2024 schätzt der Finanzdienst Bloomberg Intelligence auf 800 Milliarden US-Dollar.

“Instagram brings you together with people and things you love”

Since Instagram was founded in 2010, a lot has happened on the platform. Heiko Hebig, Partnership Manager Central Europe, talks about the growing importance of videos and what the future of Instagram might look like.

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.



Social Media Trends in June

What’s in store for social media in June 2022? We will inform you about the latest June trends and summarize the latest developments in social media for you in this article.

1. How do companies reach their community on TikTok?

Nowadays, it is also very important for companies to have an online presence on various social media channels. However, the question arises how to communicate properly and successfully and authentically with the community on platforms like TikTok. A recent article from the digital platform shows which measures are necessary for a strong and authentic presence on TikTok. According to, the following 8 insights thus ensure a strong brand presence on TikTok:

  1. See TikTok as a flagship platform for new marketing
  2. Think TikTok first
  3. Engage your community
  4. Beech authenticity
  5. Use co-creation as a recipe for success
  6. Save the budget
  7. Think in peers
  8. Watch trends from the USA and keep your ears peeled

2. Instagram legt bei allen Generationen zu

Instagram is a platform that is used by all generations. Not only among the younger generations, but also among the older ones, the pastime on Instagram continues to increase. According to the latest study by the marketing agency Xeit, Instagram is the most popular social media platform among all generations in Switzerland. YouTube is in second place, followed by Facebook in third. In addition, the influence of influencers is also increasing among all age groups. Influence has increased most among 20- to 39-year-olds.

3. TikTok creator get new monetization tool

Creators on TikTok entertain over 1 billion people worldwide – their TikToks make us laugh, teach us new things, and turn 1 billion people into a community. TikTok now wants to give content creators even more opportunities to enrich this community with their humor, art and knowledge. That’s why TikTok is testing live subscriptions. Selected influencers can test the new monetization tool for one month. The idea is that this new feature will be available to all influencers and creators starting in June. The new feature offers exclusive material for a monthly payment. This feature will also be made available for smaller channels.

4. More than 50% of social media users follow influencers.

A study by the digital association Bitkom shows that 51% of social media users follow influencers. The results are based on a representative survey of 1,005 people in Germany aged 16 and over, including 599 social network users:

  • Among young people aged 16 to 29, as many as 81% subscribe to posts, videos and stories by social media stars on Instagram, Facebook, TikTok and the like.
  • Among 30- to 49-year-olds, 57% follow influencers.
  • Among those over 50, the figure is 25%.
  • And among those over 65, 21%.

5. Der Einfluss von TikToker:innen und Creator:innen

To illustrate how content is created and consumed on the platform and what that means for brands, TikTok has outlined a number of options for marketers and how to collaborate with creative talent. TikTok also shares an overview of the influence of influencer:ins on the creative social media platform. The infographic also shows how individual communication of trends contribute to TikTok’s success. The focus is on organic, creative content. This has also changed the way brands should approach the platform.

6. TikTok soars: user numbers and revenues continue to rise

As an analysis by the Similarweb platform shows, TikTok could reach the next milestone in the coming year and generate over 1.5 billion users worldwide. The analysis platform also looked at other important social media platforms. You can read about the fact that hardly any brand can still get past TikTok, that the platform could record a revenue growth of almost 200% and that even Meta is slowly becoming restless in the following article from W&V.

Cover-Credits: Natanja Grün