What 2022 May Hold for Social Platforms
Part 2
We are back this week visiting several more social media platforms and their possible trends for 2022.
If you pay close attention, you will notice that despite the differences in the setup of each platform, a few themes are present or trendy in each of them going forward, including video, e-commerce, and AR/VR. Let’s jump right in!
Snapchat
Snapchat has a smaller user count than some other social media platforms, but it is more popular than others for a more intimate community connection. Snapchat was integral in facilitating a new trend of shorter, easily consumed shows and content. A strong leader in AR, Snapchat’s ability to understand its specific audience has allowed it to branch out in new ways while remaining in the niche of its original platform path. Let’s learn a little more about the trends in this platform this year:
eCommerce – Snapchat users can now dress their Bitmoji characters in branded clothing to better customize and show off style and interests. This allows Snapchat to create more partnerships with major brands to sell virtual clothing and accessories. While this does not fit exactly under eCommerce, it does allow a version of in-app purchases by consumers.
Video in Focus – Snapchat is already popular for its short-form content, especially with Spotlight (a Tik-Tok-like feed of video clips), and they may invest in Tik Tok stars to create shows within Spotlight to make new content for improvement. Snapchat is not likely to be directly competitive with Tik Tok, but more like an extension of the Tik Tok platform by providing Discover shows.
QR Codes/Scan Option – QR codes have become highly used in the past few years, and Snapchat may offer more options to scan items to connect users with more information about particular items and trends.
Pinterest had a big boost with eCommerce during the pandemic due to the major increase of online shopping, and consumers used Pinterest to find new projects and trends during this time. In 2022, the challenge for this platform will be to keep users now that brick and mortar stores have opened again. Let’s talk a little more about what options they might provide to keep or increase user count:
Video – In the past couple of years, Pinterest has begun a new video display format and has incorporated video more in users’ feeds. They are also working on a new option for pins – “Take” will allow users to respond to pins with their own attempts at the project, recipe, or idea. Pinterest may also make a possible AR shift and allow users to try trends they find on Pinterest in their own homes.
Live Shopping – Like other platforms, Pinterest may begin moving towards offering live streams and shopping in the coming year. Simplified processes such as buying options directly on pins with information updated in real-time may be a new offering. Pinterest is already integrated with Shopify and other eCommerce platforms, so the new trend will likely be to make products more accessible to users.
Tik Tok
Tik Tok is a newer platform that has taken the social media world by storm. The usage of this platform rivals Instagram, and it has had exponential growth and popularity since its inception. So what changes might this already-popular platform make in 2022? Let’s take a look:
Shopping/Monetization – While Tik Tok is a very popular platform, it lacks the monetization methods of other platforms. In 2022, it will likely work to find ways to compensate creators to keep them providing content for users. Tik Tok is already testing eCommerce and Creator marketplace to provide monetization for the platform itself. In-stream buying is also a possible revenue source for this platform in the coming year.
What’s Trending – Unlike other platforms, most marketers can’t easily adjust current promotions to fit Tik Tok. This may lead brands to market via the Top Ads and Creative Center in the Tik Tok platform, which highlights current trends. We may also see marketers use creator partnerships to present their brands and products to consumers. We can likely expect to see enhanced options for hashtag trends and video challenges.
Live Streaming – Tik Tok is also likely to incorporate live-streaming and live shopping into its platform in 2022. Brands may use live streams with products affiliated with consumer interests. Tik Tok shops are also coming to the platform in the next year.
LinkedIn, much like Snapchat, is a platform created for specific content. During the pandemic, LinkedIn saw steady increases in engagement. Going forward, the platform is likely to continue that growth because of its ability to provide career data and assists users in reaching their career goals. This professional platform is likely to make a few changes towards remote work and economic opportunity in 2022, as well as a few other categories:
Live Stream Events – Live streaming has become part of daily life, and LinkedIn is no exception. Through in-person events will return, LinkedIn will be focused on becoming a key player in virtual meetups and events (particularly for businesses). This will allow businesses to broadcast to their audience without dedicating additional funds to building websites or media for that purpose.
Remote Work – As stated above, in-person events and work will return in 2022, but remote work is likely to become a staple in the job market. LinkedIn is in a good position to provide needed data and services for this new trend in job markets. Not only can this platform provide candidates for this type of work, but LinkedIn can also facilitate video connection options for interviews and other interactions in remote work. Live meetups is already offered by the platform, and we will likely see a shift to provide additional tools for remote recruitment and training.
Stories – LinkedIn announced that its Stories option will no longer be used, but some elements of stories may still be available in new tools. They also acquired the how-to video platform Jumprope which will surely be incorporated into the platform uses. This opens an opportunity for creators to provide how-to content and build their following and community on LinkedIn. This will allow creators to provide real-time skills to potential clients or employers.
These are just a few changes or trends we expect to see in the coming year, many of which will impact not only users but content creators and marketers.
Have you seen any trends towards the changes mentioned above? What trends have you seen that we may have missed?
