New Trends for 2022: What to expect ?

Best Practice

Over the past two years, the global pandemic has forced many brands and companies to reconsider their strategies in order to survive. As a result, recently, we’ve spent more time enduring than actually existing. Well, that time is over. In this new year of 2022, it is time for different brands and companies to start working strategically again, based on the future and on expansion. Today, with the emergence of movements like NFTs, genderless fashion or sustainable fashion, we speak of the creation of connected, sustainable and tolerant communities. In order to do so, we must focus on future trends. Thus, what to expect from the upcoming trends of 2022, in terms of business, talent marketing and the fashion industry?

Social Trends

Based on research conducted by Hootsuite as part of the publication of their Social Trends 2022 article, the Talent Village team is pleased to share with you 5 rising social trends for the year 2022.

1. Brands will increasingly use talents in their marketing strategy

With the emergence and success of social media like Instagram and Tik tok, digital communities are becoming an increasingly important part of consumers’ lives and identities. How can brands turn this to their advantage? Well, the answer is simple, and can be summed up in one term: talents. Today, according to a recent study conducted by SignalFire, more than 50 million people around the world consider themselves to be content creators. Social media are almost all conceived with these talents in mind, in order to help them monetize their content or receive their funds in a simple and efficient way. Thus, instead of trying to create a community starting from 0 as it used to be the case, brands should focus on tapping into already existing digital communities of talents. The idea is to find a community that reflects the brand’s values. Then, by showing this already existing and strong digital community that your brand represents them, they will take it upon themselves to represent it for you. In short, it allows brands to reach new audiences, to increase its brand awareness and to know its customers better.

2. Marketing campaigns will be carried out on social media, and creativity will be the key word

Marketers use creativity when addressing traditional campaigns, while consumers are increasingly receptive to campaigns on social media. Thus, today, consumers are much more demanding when it comes to social advertising, they expect brands to be creative. Therefore, even though marketers should plan to focus more on social ads in 2022, they should not forget the creative aspect that is increasingly sought after within them. Moreover, while social media platforms like Instagram and Facebook have always been leveraged for this type of marketing, in 2022, marketers may turn to platforms like TikTok, Whatsapp or even Pinterest and Snapchat. Indeed, these platforms are considered increasingly efficient when it comes to achieving one’s business goals.

3. Brands will expand the use of social media beyond marketing departments

For a few years now, marketers have been trying to establish a more or less quantitative link between social media and the revenues that come from it. Today, after an obvious demonstration of the importance of social media in the context of events such as the lockdown, something seems to have evolved within companies. Indeed, the lockdown has shown to the different departments of a company the importance of the existence of social media, which allowed them to stay in touch with customers, make sales, manage service requests… and all this, remotely. Large companies indicate that they are more confident today about the return on investment of their social media use. Thus, in 2022, the most daring companies will try to improve their employee advocacy program, the use of social to gather maximum information about consumers, and they will strive to employ social on other departments than marketing, in order to maximize the return on investment.

4. Social media will officially become the voice of a brand

While traditional stores are still struggling to recover from the pandemic that has been going on for over 2 years now, a new opportunity is emerging, it’s the era of social commerce. While the lockdown initially drove consumers to turn to digital to meet their occasional needs, it’s a boom that doesn’t seem to be slowing down anytime soon. In fact, according to a recent study, the social commerce market is now worth more than half a trillion US dollars. Moreover, social media has become the heart of online commerce. Today, young people (16-24 years old) use social media more than traditional search engines to learn about a brand. Social media used to be just an extension of a brand’s voice, but now it is the voice of the brand itself. Social has become the center of a new customer experience. Thus, social commerce is an opportunity to reinvent the way consumers perceive brands.

5. Brands will develop their Social Customer Care services

Again, as a consequence of the global pandemic and the lockdown, consumers report that they would rather use messages for assistance than calls, and also report that they appreciate receiving personal messages from brands. As you may have figured out, social has been at the heart of the crisis we’ve experienced over the past two years. Indeed, consumers have become accustomed to using social media to meet all their occasional needs. Thus, they also expect a social customer care service. When consumers have any question about a product or service, being accessible via social media allows brands to reach them more easily, quickly and efficiently. This is a combination of social marketing and social support. The social customer care service will allow brands to acquire new customers, reinforce its brand image and its notoriety, and it will allow to encourage inquiries and consequently purchases.

Talent Marketing Predictions

Now, based on research conducted for the article What Brands Need to Know: Influencer Marketing Predictions for 2022 published by MAVRCK, Talent Village is pleased to share 10 predictions for the future of talent marketing.

1. TikTok will take the spot of Instagram and Facebook

During this period of global pandemic, and especially during the lockdowns, the social media TikTok has grown phenomenally. Between July and September 2021, TikTok was the most downloaded non-gaming application. Marketers are increasingly using creators featured on the app. Today, 68% of marketers are using these types of creators. Thus, the first prediction for 2022 is that TikTok will overtake Instagram and Facebook, then becoming the most popular social media, especially for content creators. Why? TikTok’s For You Page algorithm makes the app addictive for its users, as this page is designed specifically for each person. 2 users will not have the same videos on their For You Page. This page is designed according to the user interaction, the information (music, hashtags…) found in the videos, and the settings of each account. Moreover, TikTok represents a low barrier of entry for its users, the creativity appears to be infinite. This social media gives credibility to creators for the creativity of their content, not their number of followers. Finally, this social media is more used by generation Z, whose purchasing power is constantly increasing. In other words, TikTok is the future.

2. Content will be privileged to the audience

In the past few years, marketers have placed much more value on the audience paradigm. Indeed, a campaign was judged successful by the audience it had gathered, the attention it had generated, as well as the interactions that resulted from the campaign, with clicks, engagements… Today, with the rise of social media like TikTok, marketers are paying more and more attention to the content paradigm. This concept refers to the value of content produced by an individual and reused in a marketing campaign to improve conversions. Content and audience are obviously two highly important concepts for a successful marketing campaign. However, marketers’ attention is increasingly focused on the quality of content produced by creators, without necessarily looking at the number of followers. This is an opportunity for micro-influencers, as quality work is more likely to be appreciated and rewarded.

3. The Creator Middle Class will be recognized with the possibility of obtaining a diploma of digital or social creator

The last few years have been all about digital. The digital world is evolving day by day, giving room to innovative technologies that we would never have believed before. Today, anyone with access to digital can become a content creator. We also differentiate between influence and creation, and the trend of “non-influencers” is more and more widespread, on social media such as TikTok. Also, educational possibilities are becoming more and more common, allowing instruction on different subjects at a distance. This was done a great deal on Youtube before, and is now found on TikTok. Finally, this digital education is found in a perspective of helping aspiring influencers and future content creators. These different modules are found in the form of courses such as “Influencer Relations”.

4. Financial services will be more and more focused on creators

Under usual circumstances, it is complicated for an influencer to take out a loan or any other type of financial service, as the profession has only recently emerged and is still not widely recognized in the financial world. That’s why recently, many start-ups have created financial services specifically adapted to creators. For example, Karat Financial offers a payment card especially for influencers, Willa offers invoicing services for influencers in the United States… Thus, in 2022, many other financial services adapted to influencers and creators will be created.

5. Influencers and brands will be rated according to a brand-new system, and creators will be evaluated by a trust score

Here, we are talking about the trust coefficient, which corresponds to the percentage of consumers who trust a brand message during a marketing campaign. A recent study shows that 82% of consumers today trust social media, and therefore creators and influencers, to help them in the buying process. Furthermore, only 26% of millennials and Generation Z combined trust ads that appear in their newsfeed. Thus, rating a creator by their trust score, not their engagement, is a practice that will be widespread very soon. As far as the influencer and brand rating system is concerned, this concept is already used today, but internally. Brands rate influencers on their alignment with the brand and the trust established with the audience, while influencers rate brands on their alignment with their values and the brand’s behavior towards influencers.

6. Creators and NFTs will set the stage for the culmination of the metaverse

The metaverse, which is aa virtual-reality space in which users can interact with a computer-generated environment and other users, belongs to the future. And, a collaboration between creators and NFTs is an indispensable ingredient to its emergence. NFTs offer the opportunity for brands and creators to partner in a unique way to deliver innovative content. NFTs offer many advantages for brands, and digital influence should take advantage of them. Thus, 2022 will probably not be the year of the metaverse yet, but a first notion will be initiated by a collaboration between NFTs and content creators.

Finally, at Talent Village, we believe that 2022 is the year of renewal, and that renewal rhymes with digital. In less than a decade, social media has completely changed the way we live, work and communicate. Today, social media is the first place consumers turn to discover, learn and buy. Creators have more and more credibility. All the predictions of the 2022 trends include creators as well as social media. Thus, social media has become an indispensable tool for brand development and marketers are increasingly focusing on creators.