“A massive trending topic this year was the introduction of NFTs (non-fungible tokens), which had a lot of people asking WTF actually are they? Next year will see the ‘increasing onset of Web3 permeating our behaviors and interactions online and on social — in other words, a decentralized, blockchain-based internet in which NFTs establish themselves across the social landscape,’ predicts [Alistair] Parrington. He says that social media users should ‘expect the idea of being able to buy and own moments from your favorite shows, influencer’s online lives and selfies to become ever more mainstream as the year progresses.’”
Source: Amy Houston, The Drum
AT A GLANCE:
Curious what social media trends will dominate 2022? The Drum reporter Amy Houston tapped into the expertise of five creatives and social strategists who shared their predictions for how the online landscape will shift in the coming year.
Prediction #1: TikTok isn’t going anywhere — and more $$$ are going to flow in its direction. Extreme’s head of social media Donna Herron says that more ad spend is going to be devoted to this platform (it’s one of the fastest growing, after all).
Prediction #2: Shopping via social is going to get bigger and better. Herron notes that one in four online purchases are currently made via social, and that’s expected to tick up next year. Social shopping is likely to be enhanced via AR or in-app checkout, Herron says.
VCCP’s creative innovation lead Peter Gasston concurs, noting that businesses no longer see social media as just a marketing opportunity. E-commerce is increasingly embedded in the major social apps.
Prediction #3: Google Analytics’ influence will begin to wane. Privacy and data protection are top of mind for many consumers and regulators, which means first party-data is going to take over as a more accurate metric, Herron expects.
Prediction #4: NFTs are no flash in the pan. Jellyfish Chief Solutions Officer Alistair Parrington thinks nonfungible tokens will become standard across social media.
Prediction #5: Web3 will come into its own. And NFTs themselves are a sign that we are moving into the next phase of the Internet, which will be characterized by direct participation and the creator economy, facilitated by blockchain, Parrington says.
Does Web3 offer the promise of a truly decentralized internet, or is it just another way for Big Tech to maintain its stranglehold on our personal data? Hand-picked from the NAB Amplify archives, here are the expert insights you need to understand Web3’s potential and stay ahead of the curve on the information superhighway:
- Magnificent Obsession: Why Are We in Love With Web3?
- Web3 and the Battle For the Soul of the Internet
- Web 2.5 Is Just… Awkward
- Avatar to Web3: An A-Z Compendium of the Metaverse
- Brave New World? Sure, Just Click Here
Prediction #6: Wearables aren’t going anywhere. And Meta is likely to push forward with its smartwatch (despite questionable uptake for its smart glasses), Parrington bets.
Prediction #7: Interest-based interactions will be the foundation of the dominant online communities. VCCP’s Gasston says social companies are recognizing the need to improve online exchanges and offering new spaces and tools to facilitate that. Reddit, Discord, and Roblox are worth watching as bellwethers in this space.
Restore Digital Social Media Executive Philip Ossai agrees and suggests that LinkedIn and TikTok will be prime for this strategy and continue to have attainable organic reach in 2022.
Prediction #8: Short-form will continue its popularity but will also get… longer? VCCP’s social and influencer director Aurelien Pakula notes that TikTok now allows videos up to three minutes (remember when 15 seconds was the max?), and Instagram Reels have expanded to 60 seconds. Facebook Watch is getting bigger, and gaming content is more popular than ever.
Want more? Get the full story over at The Drum.