Social Media Trends in September

What are the social media trends in September 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. The influence of Influencer:innen on consumers:innen increases more and more

The fact that influencers influence us and our decisions is nothing new. They promote the discovery of new products among their communities and accompany their followers to buy the products, because their opinion inspires a high degree of credibility and trust. A recent study by a German communications consultancy confirms this impression.

For the Social Media Atlas 2022, the main focus was on the development of influencers on YouTube. Here, a clear growth in purchasing decisions made on the basis of influencer recommendations could be seen. The younger generations in particular were influenced by influencers.

Brands that use influencers to spread their messages on social media are certain to attract the attention of their communities. The opportunity to profit from the awareness of influencers is great and should therefore hardly be missing as part of an integrated communication mix. Platforms such as Instagram, TikTok, Pinterest and, of course, YouTube are particularly suitable for this.



2. Which TikTok ads are the most effective?

TikTok was the most downloaded app in 2020 and reached mainly younger generations with humorous, raw and cool videos. TikTok users are active and share their own content. A full 83% of TikTok users have already uploaded a video themselves. Hashtags like #tiktokmademebuyit represent the dynamism of the short video platform, because videos can go viral in the blink of an eye, quickly fueling new trends and sparking interest among users. In this way, observers quickly become potential buyers. In addition to organic content, ads can also be found on the flashy platform.

A new study by media and information company Magna Global, in collaboration with TikTok, examined various ad formats and their effectiveness. The focus of this study was mainly on the efficiency of Native TikTok ads compared to reused ads. Native TikTok ads are ads created exclusively for the platform. Reused TikTok ads, on the other hand, are created for other channels and recycled for TikTok.

TikToks slogan “Don’t make Ads. Make TikToks” aims to design the advertising content in such a way that it can be embedded well in the “For You” page (TikToks home page) and activate the communities similarly to content without advertising background.

Thus, one might think that Native ads achieve greater success. However, the following article highlights the benefits of both types of ads. If one is particularly effective in reaching new target groups, the other strengthens brand perception.



3. The importance of inclusion and attitude on social media

Generation Z is known to place a particularly high value on authenticity, diversity, sustainability and attitude. Brands that share similar values and take a stance on current issues have a better effect on them. Snapchat recently published how Snapchat users feel about these issues and how brands are already supporting and helping to shape social movements on the platform.

The results of the study show that Snapchat users are increasingly inclusive and open to brands that align with their worldview and attitudes on important issues. This goes hand in hand with the fundamental beliefs of many members of this generation.




4. Is TikTok becoming the new search engine?

In the UK, more and more adults are using TikTok as a news source. This was the conclusion reached by the regulatory authority Ofcom following a survey on news consumption habits. The results showed that 7% of British Gen X, i.e. baby boomers, turn to TikTok to find out about news. In 2020, the figure was just 1%.

But could TikTok really become a competitor in web search and discovery of products and information, moving into Google’s territory?

The app remains most successful among younger target groups, such as 16- to 24-year-olds. After Twitter and Facebook, TikTok follows here with a user:inside share of 27%. The social media platform Instagram is at the top of this age category. 46% of users use the Meta Group’s app to find news.

Google’s senior vice president Prabhakar Raghavan recently shared that the search giant does indeed see this as a risk, noting, “In our studies, we found that almost 40% of young people, when they’re looking for a place to eat lunch, they don’t use Google Maps or Google Search. They go to TikTok or Instagram.”



5.Ssocial media is becoming increasingly important for customers and businesses

Most people have long since integrated regular social media use into their everyday lives. Social media has long since ceased to be about aesthetic pictures, selfies, and perfect beaches; users are much more likely to show their critical stance on issues.

With over 4.2 billion active users, social media has changed the world. What started as a platform for sharing photos of friends and family has become one of the most profitable marketing tools for businesses. This creates great potential for brands to reach their target audience where they spend their time. The study conducted by the market research company Innofact confirms that social media is not only suitable for addressing new potential target groups, but also for recruitment, internal communication and customer care.




Picsture-Credits: Juri Gianfrancesco & Vickholius Nugroho

These life hacks save time and nerves

There’s something to be learned on Tiktok: clever life hacks regularly land on the social media platform, the catchiness of which leaves many a viewer amazed. From tips for peeling tangerines to the right way to strain pasta to ironing hacks, it’s all there.

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.

Bild-Credit: Tiktok/lifehack