2022 seems poised (as we all have hoped, no doubt) to be filled with promising opportunities in social media, as well as brand marketing, in general. The course of social media marketing has been irrevocably changed over the course of the past two years, in ways that no one could have anticipated. So how can Designsensory manage to wrangle the opportunities presented by the prominence of Instagram Reels and TikTok, the announcement of the meta-verse, the dominance of influencer marketing and more into a cohesive social media strategy? The answer could actually be quite simple…it’s all about balance, collaboration and listening.
The Rise of TikTok
As we aim to bring new ideas to life in the new year, staying up-to-date on all of the opportunities on new platforms remains vitally important to continued relevance on social. Those in the industry will doubtless know that TikTok is far from a newcomer to the app store at this point; however, where it was once the wild west for advertisers, it has now emerged as a viable and versatile channel for brand marketing. Brands such as Duolingo, Chipotle and multiple professional sports teams have turned TikTok into the central hub for funny, fresh content and engagement with their respective communities.
The platform is uniquely primed for this type of creation, with its prioritization of quick, consumable content as well as its much younger user audience (roughly 50% of TikTok's global audience is under the age of 34 with 32.5% aged between 10 and 19). Obviously, not every brand has a voice that makes sense for such a unique platform, but at Designsensory we’ve been pushing the envelope for our clients and reaching a huge new audience by stepping outside of comfort zones and experimenting with content that makes sense for their brand and the platform.
Into The Metaverse
Perhaps the most meaningful announcement in the social media landscape in 2021 came in October when CEO Mark Zuckerberg announced that The Facebook Company would be rebranding as Meta, and that they’d be exploring new ways of bringing the user experience into the mixed-reality digital world known as the metaverse. What’s exciting about this development is the sheer scope of what could be available to brands in this new network.
There are brands that are already embracing the metaverse in bold and interesting ways; from Coca-Cola and Tafi hosting a digital NFT auction for the crypto community, to Balenciaga partnering with Fortnite for an in-game fashion show featuring new styles available digitally and IRL. There’s still so much we don’t know about the possibilities and future of the metaverse, but the resounding early successes of brands like these that are making that leap of faith get us very excited for the horizons that await in the newest internet frontier.
Under the Influence
Influencer marketing has exploded in popularity and dominance in recent years. Don’t take our word for it, let’s look at the numbers. According to Omnicore, there are currently over 500,000 active influencer accounts on Instagram, and that number continues to grow at an exponential rate. It has also eclipsed Pinterest as the primary platform for shopping on social media, as now over 70% of shoppers turn to Instagram for product discovery. Even newer platforms like TikTok are reaching out to all levels of influencers in order to expand their reach to uniquely specified audiences.
As an agency, we at Designsensory pride ourselves on being at the forefront of branded influencer marketing. It has become inextricably woven into our social and general marketing strategy on a synergistic level. Through our partnerships with amazing clients like Regal, Zoo Knoxville, Food Network, and many more, we have been able to leverage these talented and uniquely engaging influencers to take our work to staggering new heights. In 2022, this trend of continuing dominance from influencer based marketing shows no signs of slowing, and we look forward to finding new ways to innovate and take advantage of new and emerging opportunities.
2022 is promising to be a fascinating and potentially revolutionary year in the social media space. In an industry where things are constantly changing at breakneck speed, we’re excited at the prospect of not just keeping up, but staying ahead.