5 New Trends and Marketing Suggestions for Overseas Social Media Platforms in 2022Q3
In the second quarter of 2022, major social media platforms are still working on updating platform features and policies to provide a better experience for users, creators and brands.
From the updates of many functions and policies of mainstream social media platforms in Q2 2022, we can see more new trends in social media in Q3 2022. By focusing on the official actions of platforms such as Facebook, Instagram, Twitter, and YouTube, we believe that overseas companies can seize the new opportunities contained in these trends and functional updates, and take countermeasures to promote the achievement of marketing goals.
These trends are refined into the following 5 points, and after each trend, some operational suggestions for responding to changes and taking actions in social media marketing are put forward for the reference of overseas enterprises.
The beginning of the metaverse
New actions for the platform:
On June 14, Meta added an interactive feature to VR, allowing users to invite friends into their home environment.
On June 21, Meta officially signed the Metaverse Standards Forum MSF, which brings together leading organizations and companies in the field to work together on the interoperability standards needed to build an open Metaverse.
On June 24, Meta is developing a spatial audio experience for AR and VR, enhancing the realism of virtual reality.
Since Facebook's parent company officially changed its name to Meta in October last year, Meta has continued to advance the vision of the Metaverse. Bringing the metaverse into real life through VR is one of the methods Meta takes.
In the second quarter of this year, Meta continued to provide a closer real-life experience for its own metaverse projects and VR devices, and signed the establishment of the Metaverse Standards Forum MSF on June 21. The establishment of the standard also means the beginning of the prototype of the metaverse.
Marketing advice:
Metaverse Marketing is in its second year. From the initial concept craze to the current landing craze, it is imperative for brands to take action this year if they want to take this express train of future traffic.
We recommend that brands start with the simplest visual design first, and use visual materials in cyberpunk, metaverse, vaporwave and other styles to test topics related to the water metaverse on social media. But the "metaverse" can't just stay on the visual concept, it should also cooperate with the new actions of the platform (especially Meta and Roblox) to achieve platform-level cooperation. For example, it is a good choice to first release the Metaverse digital identity in the form of NFT, or the Metaverse brand space in the form of VR.
Personal data functionality improvements
New actions for the platform:
On April 25th, LinkedIn added link function and newsletter option to user profile pages
On June 7, Instagram introduced pinned posts on user profile pages
On June 8, LinkedIn adds product listings to user profile pages
The profile page is a basic page that all social media will have, but as users or brands focus more and more on the influence of individuals/single brands, profile pages that can reflect the user's personal characteristics, hobbies, and abilities have also begun to be used by social media. The platform pays attention.
Judging from the platform’s new actions, both Instagram and LinkedIn this quarter focused on adding diversified functions to their profile pages to help users display more content from multiple dimensions in their “personal space”.
Marketing advice:
The profile page is the first page that brands need to focus on when building a social media homepage. The profile page is also very important in the marketing process as the first way for users to understand the brand.
From the update direction of Instagram and LinkedIn's profile pages, we can see that in the future, social media platforms hope to help individuals/brands carry more communication, sales conversion or express their own unique content on their profile pages.
Therefore, we suggest that brands should pay attention to such updates on social media platforms at any time, and add relevant content to corresponding functions in a timely manner to maximize the corresponding exposure.
Search for updates
New actions for the platform:
YouTube launches new Search Insights for all creators on April 13
On April 14, Reddit updated its search tool, adding the ability to search for user comments
On April 19, Instagram tested removing the 'recent' tag from hashtag searches
"Search" has always been an important traffic portal for social media platforms. Whether it is participating in hot topics or various content carefully planned by brands, it can maximize exposure to target users through search.
Social media platforms are constantly updating the rules of search, which is also constantly adjusting what they want their users to see and what they want brands to post on them. So Reddit, which focuses on community atmosphere, includes user comments in its search results, while Instagram, which wants to improve the quality of its search results, intends to remove "recent" from the search tag.
Marketing advice:
There are two noteworthy directions in this quarter's update.
First, users’ comments can be found in the search results of Reddit, which should pay more attention to the word-of-mouth marketing of “brand name + user comments” for brands. Through the "social listening" function of Marketing Cloud, brands can timely listen to the comments and attitudes of online users on brand keywords (such as brand name, product name, founder, etc.). Brands should pay more attention to listening and maintaining word-of-mouth.
The second is that Instagram is testing the removal of the "recent" tag in hashtag search results, which means that in the past, the speed of brands' response to popular hashtags has not been able to affect related search results.
That is, brands can monitor trending topics relevant to them at any time before updating, and by responding positively to them, their content can appear on the "recent" page. But after the update, the "Recent" page was cancelled, and Instagram's search results will only show "Following" and "Popular". What brands need to pay attention to is how to make their content more relevant to trending topics and attract the attention of existing users And interaction, can be exposed to more users who do not pay attention to themselves.
platform differentiation
New actions for the platform:
Q2, Instagram's update focuses on the Reels function, including adding Reels templates, encouraging creators to create Reels, opening the Reels API, etc.
Q2, Twitter still attaches great importance to the development of its audio social function Spaces, such as audio live broadcast promotion, audio online translation, new Spaces recording and management tools, etc.
Q2, Snapchat continues to update its AR features, including viral AR effects, advanced AR tools, and more
The expansion of the mobile Internet has made social media platforms pay more and more attention to the differentiated competition between platforms. Compared with the early "big and comprehensive", the current social media platforms hope to form barriers to competition between each other and cultivate "small and beautiful".
Therefore, Instagram is vigorously developing Reels, Twitter wants to maximize the role of audio, and Snapchat is tirelessly developing applications for mobile phone lenses and AR effects.
Marketing advice:
For brands, social media marketing should also be more refined and differentiated due to platform changes. On different platforms, brands should adopt different methods according to the platform's features and main push functions.
For example, the same campaign theme is mostly in the form of Reels videos on Instagram, long and short videos on YouTube are updated at the same time, on Twitter, you can organize a Spaces audio live broadcast of experts or insiders, and on Snapchat and TikTok, you can customize related content. AR filters or branding challenges.
New advertising formats and promotion opportunities
New actions for the platform:
On April 17th, YouTube clips now have 30 billion daily views, and ads in clips are being tested
On May 23, Meta adds more ad targeting information to its list of ad libraries
On June 1, Snapchat launches 'Dynamic Travel Ads' to help travel marketers reach interested audiences
On June 3, Meta is working on a new 'basic ads' product for Facebook in response to losses due to data privacy concerns
Marketing advice:
In addition to supporting multi-account one-stop advertising management, real-time advertising data viewing, panoramic advertising analysis, and intelligent advertising report generation and export, Marketing Cloud can also implement competitive advertising prediction based on intelligent algorithm models, helping brands to better Efficiently realize advertising management and delivery effect evaluation.
If your business wants to know more social media platform promotion policies and advertising strategies, please contact us for relevant support.