Ogilvy：2022年社交媒体趋势报告英文版

ARNAUD VANHEMELRYCK GLOBAL SOCIAL & PERFORMANCE DIRECTORDIMITRI COLOGNE HEAD OF MEDIASOCIAL MEDIATRENDS2022ContentsTikTok made me do it 4Sell me more 8The power of audio 12The rebirth of communities 15Enter the metaverse 19Culture creators 23Supercharging Influence 26Key Take Aways 30In all fairness, 2021 kept us marketers and consumers entertained, to say the least. It will position itself in the history books as the breakout year into the new normal, but heavily dominated by variants and volatility. Hence why the new year will still carry around a 2020 stamp. Another year in a post-Pandemic flywheel effect but with a strong vertical slur of new developments and sub-trends coming to surface.From a social marketing POV we based this on 3 shifts: a pandemic-led transformation in the field of tech and platforms, the prioritisation of omni-channel strategies, and brands’ next steps into humanisation. On the backdrop of those shifts we’ve outlined 7 social-led trends that will impact marketing over the next 12 months.Aside from being social-first, the following trends in this document also have another characteristic in common. They’re all shaped and designed to capitalise on deeper intent and attention. A distinctive move towards containing dwell time and buying power within a single experience or platform. Without predicting the future, 2022 will be (or at least has the contours to become) the year of: TikTok’s further expansion as a social mainstay and trends incubator, the imminent social commerce breakthrough, social audio’s move forward, the growing relevance of social communities, the inevitable shift towards experience underpinned by the metaverse, the increasing value of creators, and the cross-funnel capacities of influencers.We kept it digestible and easy on the jargon. But the bottom line is hopefully clear. We’re off to an exciting year in social. Enjoy the reading.LIKE ANOTHER 2020, BUT VERTICALLY CARVED OUTARNAUD VANHEMELRYCK―Global Social & Performance Directorarnaud.vanhemelryck @ogilvy.comSOCIAL MEDIA TRENDS 2022 OGILVY SOCIAL & PERFORMANCE2DIMITRI COLOGNE―Head of Mediadimitri.cologne@ogilvy.comSOCIAL MEDIA TRENDS 2022 OGILVY SOCIAL & PERFORMANCE31SOCIAL MEDIA TRENDS 2022 OGILVY SOCIAL & PERFORMANCE5In September 2021, TikTok proudly announced through a blog post that 1 billion people used the platform every month (yes - that’s one in seven-and-a-half people worldwide). Resulting in countless amount of short-form videos of basically everything: from dancing challenges to satisfying clips of drawing to educational content about beauty, etc.What made TikTok so popular and gain traction in the past two years is without a doubt the democratisation of storytelling and how one can use TikTok features to create short videos with no editing background. But additionally, the platform algorithm is somehow different than other social media platforms in the sense that it relies on ‘authority ranking’. Reading how much influence and authority