![]() ![]() Our data showed a 61% increase in TikTok mentions year-on-year during the first half of 2021, and the app has since become the first non-Facebook app to reach 3 billion global downloads. “One trend that’s almost guaranteed as we move into 2022 is the continued dominance of TikTok in the social space. “Our desire for more intimate connection and a lack of trust in the big social platforms will see a slow down in “social sharing” or open platform engagement but a continued increase in messaging as we not only connect with friends but also brands and the world around us in a more direct way.” The domination of TikTok “Closed platforms such as messaging apps now play a vital role in our lives – the average US teen sends 50 private messages a day! Snapchat has largely remained relevant for a youth audience because it has become the default messaging app for many teens. “We’ve moved beyond a place of social as means of status update to a place where social tools are now our main form of communication – both with those we know IRL and online. ![]() “Exploring the influencer marketing industry specifically, our recent research found that more than one in four (25%) UK and US consumers admit to sourcing news updates and opinions from creators over established news outlets – rising to nearly half of 16-24-year-olds (44%).” A slowdown in social sharing (on open platforms) “Consumers turn to social media as an entertainment channel, however, many are starting to also see it as a place to educate themselves on new topics and share their knowledge and thoughts on current affairs and issues. Jim Meadows, Chief Strategy Officer, Takumi: “On a micro level, this is going to filter down in the type of content people want to consume and a shift in the traditional influencer model from what I would call “product placement” to “instruction as influence.” “On a macro level, this is being driven by the digitisation of both education and the workplace by big tech as the way we work and learn is disrupted. During the pandemic, people turned to social media to learn and uncover more about the subjects they are passionate about. “With the explosion of TikTok in 2021, we’ve seen social media emerge as a learning platform – everything from #booktok to #financetok has exploded on the platform. Tom Jarvis, Founder & CEO of Wilderness Agency: ![]() The creator is.” Social becomes a learning platform There will always be the next TikTok and changing algorithms, but we’ve seen that audiences will indeed follow their favorite creators wherever they go. It’s why companies like Stripe are enabling influencers to more easily earn money. Consumer attention will migrate away from ad-supported platforms to paywalled content, so brands will need to divert advertising budget toward long-term influencer partnerships divorced from a specific platform. “…tensions between creators, brands and platforms are leading to a platform-agnostic future, where followers subscribe or pay for content directly with influencers and creators. Pierre-Loic Assayag, CEO and Co-Founder of Traackr : Long-term influencer partnerships divorced from a specific platform EMEA/USA: +44 (0)20 7970 4322 | email: Menuįrom Facebook rebranding as Meta, to TikTok reaching one billion monthly users – 2021 was a mammoth year in the world of social media.īut how will social evolve in 2022? We spoke to industry experts to get some insight on what the next year could bring, with social commerce, the changing roles of influencers, and the continued domination of TikTok all predicted to emerge. ![]()
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