Ogilvy: 2022 Social Media Trends Report

TikTok's daily usage has soared in 2021, and the platform is now overshadowing big names.

In September 2021, TikTok announced that 1 billion people use the platform every month, equivalent to 1/7 of the world's population.

In the context of physical restrictions, stricter consumer expectations and experiences, brands are prompted to activate a channel that drives sales and provides their customers with more avenues for discovery and personalization. Social networks clearly understand this and have introduced a number of shopping features in 2021, most notably: product tag posts and social storefronts.

Clubhouse accelerates adoption of audio content

As we’ve highlighted in previous trend reports, audio content has made its way into our homes through platforms like Clubhouse, Apple, and Spotify.

Social media provides added value to community members

About 10 years ago, social communities were seen as the holy grail of digital marketing. Organic reach on social platforms was still in the double digits, and few marketers were investing in the medium to reach their customers.

The foundation has been laid

In 2021, the era of the Metaverse has begun. Travis Scott’s Fortnite show made headlines, brands minted NFTs and released collaborative packages. Then there was Facebook (Meta) investing a large portion of its R&D funds into this space.

Social media has the power to become a new cultural trend

Monitoring social media over the past few years shows that the industry is conducive to culture shaping. On the one hand, more and more people are flocking to social media for entertainment, information, conversation or commerce. On the other hand, the most digital generation has become a dominant force in storytelling.

The question is no longer whether you should work with influencers, but how

The past year has seen a surge in good influencer content, moving away from bland endorsements and toward authentic storytelling. The state of influencer marketing in 2022 looks very interesting. Platforms and technology are better suited to co-creation, and relevant sub-trends and cultures are exploding within the influencer sphere.

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