Social Media Forecast for 2021-2022
Social media has scaled crazily in times of a pandemic, with more than three and a half billion people using social media networks each month. Never before we have seen such a spike in the number of users where they are spending over 2.5 hours a day on average. Not only people are spending more time on digital but their habits are also changing digitally.
The networks are becoming noisy and the clutter has started to affect brands in their reach and engagement. People scroll and scroll and a platform like Instagram is predicted to reach heights in new user acquisition this year. Hence, it is very important for the brands to understand to use the medium to deliver joy, share the news, and amplify user experimentation. This is the time to build better intimate communities.
From audio-based content generation to self-reflective social media, here are the key themes for the year 2021-2022:
- SSMM – Sonic Social Media Marketing
As claimed by many, “the future of social media is all talk”, while platforms like Clubhouse emerge which creates a new space for the brands to interact with their audience in a casual social approach triggering their sonic sense of understanding. This would help brands create a better recall value and engage with intimate communities as the audience is all burned out from video calls and endlessly scrolling feeds of imagery.
- Sell the idea, not the product
While social media continues to be a space of entertainment and connection to networks, the idea is to use the network to educate and share information and news. Genuinflence has emerged this year and right from talking about self-love to inclusivity, everything is spoken about which has helped the communities to create a space for everyone and brands have gained loyalty and love for the same. The influencer’s shifting role is having a real impact on audiences.
- Self-reflective on platforms
We will see the return on blogging this year as Instagram introduced Guides – an interactive way to blog while not compromising on the platform, brands are using the feature to convey stories and messages. There is also a return to deliberate and intentional social expression. This new attitude is gaining traction with the users who will seek outlets for quite self-expression in 2021-2022.
- Consider slowing down
Aggressive marketing will not be the key this year, instead, try slowing down on the brand story-telling. People are overwhelmed with the content available on their thumbprint, feed them slowing with the idea of having the product/service and not the product/service.
- Embracing the creativity of the audience
UGC – user-generated content will see a spike in 2021-2022 with users spending long periods of time creating content with a chance of virality. In India, there is a spike in UGC content ever since the pandemic started between the age group of 17-35. Users are proactive and encashing on the moment marketing by creating the content for brands. Many brands have leveraged and are leveraging the medium of UGC in the form of music videos, reels, etc. Brands’ swift reaction will be imperative in order to capitalize on valuable moments.
About the author:
Anushree Pacheriwal, Co-Founder & Creative Navigator, Gemius