NFT avatars, online and offline connections, and BeReal's popularity... 5 new trends and marketing suggestions for overseas social media in 2022Q4
In the third quarter of 2022, major social media platforms are still working on updating platform features and policies to provide better experiences for users, creators and brands.
We can see more new trends in social media coming in the last quarter of 2022 from the many features and policy updates of mainstream social media platforms 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.
Increased cross-platform connectivity
New actions for the platform:
On July 1, Twitter tested the integration of Snapchat's Bitmoji, allowing users to display Bitmoji as a Twitter profile picture.
On September 8, Twitter added buttons to share tweets via WhatsApp and LinkedIn.
On September 19, Meta announced the Facebook Reels API to share Reels via third-party apps.
In the past, Twitter extended the "share" function to more platforms, and later, Meta opened up the API for sharing in order to expand the exposure of Reels.
With the advancement of the network development process, social media platforms have begun to enter the road of cooperation in competition. In the third quarter of this year, there have been increased initiatives to strengthen connectivity among platforms in order to expand content coverage.
Marketing advice:
This is a good new direction for brand marketing. On the one hand, the brand’s social media content can have more ways to share; on the other hand, as the platform content can be connected and shared, the reading and usage habits of platform users will also affect each other, thus making the brand’s social media marketing applicability Stronger, simplified marketing process, and improved marketing efficiency.
We recommend that brands pay more attention to the functions that can be shared and connected between platforms, and try to share and connect content between different platforms to expand the influence of content.
More NFT avatar application scenarios
New actions for the platform:
On July 7, Reddit launched a new NFT-like avatar project that enables users to purchase custom Reddit avatars.
On July 13, Snapchat attempted to integrate NFT artwork into AR experiences, enabling users to turn their own NFTs into AR filters and insert them into Snapchat content.
On August 4, Instagram will expand the ability to showcase NFTs to more than 100 regions.
"Integrating NFTs on social media platforms" is a new change in social media platforms spearheaded by Twitter. This new trend has spread to other platforms like Instagram, Snapchat and Reddit by the second quarter of this year.
And as the technology matures, NFT will not stop at the display of avatars on social media platforms, but will also radiate more vitality.
Marketing advice:
The NFT craze has been going on for nearly a year, and various social media platforms continue to push for functional support to help brands better leverage NFTs for marketing.
In fact, it is not easy for brands to conduct NFT marketing, but with the optimization and progress of the functions provided by the platform, we also suggest that overseas brands can try to use NFT for marketing
For example, free NFT avatars are given to users to promote marketing on social media; for example, brand NFTs are made into AR filters on the Snapchat platform, and NFTs are integrated into various marketing methods to reflect the brand’s awareness of new trends and new technologies. Sensitivity.
Open online and offline
New actions for the platform:
On July 19, Instagram launched a new map search feature that can help users search for more local business information on the map.
On August 23, TikTok tested a new "Nearby" content option that will showcase localized content of interest to users.
There has always been an invisible wall between the "online world" and the "real world," and social media platforms are dedicated to breaking that wall.
Both Instagram and TikTok are trying to build real-world connections for brands and users on social media through search, maps, and content.
From the perspective of user demand, this is because people are more eager to interact with real people in the post-epidemic era; from a marketing perspective, the impact of the epidemic is gradually diminishing, and offline business opportunities are gradually recovering. It's a good time for social media to get in.
Marketing advice:
For brands, whether it’s Instagram’s new nearby search feature or TikTok’s new “Nearby” content stream, it’s a new content exposure channel. Brands with offline stores and offline activities can take advantage of these new features and this new trend.
For example, when a new store opens, you can transfer online traffic to offline, and send discount codes and other content to users near the store to promote in-store consumption; or set up social media sharing activities in offline stores to convert offline users It is a good choice for online traffic.
BeReal is all the rage
New actions for the platform:
On August 22, Instagram launched a new feature "IG Candid" similar to BeReal.
On August 24, the emerging social media platform BeReal had 10 million daily active users.
On August 29, Snapchat launched a "dual camera" feature similar to BeReal.
On September 15, TikTok launched a new feature "TikTok Now" similar to BeReal.
Born in 2020, BeReal is a social media app from France. Founders Alexis Barrayet and Kevin Perreau said the premise behind creating the app was to create "the easiest photo-sharing app".
BeReal creatively made filter-free, authentic social a new craze by taking photos "with both front and rear cameras enabled at the same time" within a defined time frame. So much so that in Q3, mainstream social media have begun to launch similar functions to catch up with this popular trend.
Marketing advice:
BeReal is an emerging social media platform, so brands can choose to enter the platform with an “innovate” and “try” mindset, or go and join the emerging social media trend using BeReal-like features on other social media platforms.
First of all, brands need to be clear that the popularity of BeReal represents a strong demand for "authenticity" in social media. Therefore, when carrying out corresponding marketing planning, it should also fully respond to the needs of users, and show the real and resonant side of the brand through photos.
For example, catering brands can share pictures of “selfies of front-line employees + food production environment” to show the safety of their brands; other brands can also invite users to shoot UGC content to show the authenticity of their brands.
New advertising formats and promotion opportunities
New actions for the platform:
On July 12, Instagram tested showing ads on profile pages.
On August 9, TikTok launched an “About This Ad” information panel to view the targeting elements used by each ad.
On August 17, TikTok launched a new shoppable ad, Shopping Ads.
Marketing advice:
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