Leveraging the latest social media trends

Social media is a valuable marketing tool for any business when it’s done well, writes Sarah Geel. She examines the latest social media trends for businesses and how to leverage them.

Social media is an incredibly valuable nail in a business’s toolkit and when it’s done well, it can provide merit in a number of different outputs. Not only does it allow for organisations to spread their message with consumers in a cost-effective way, but it is able to provide a depth of personality to a brand and distinguish its voice. Social is shaping the way forward.

I’ve been an avid user of social media, personally and professionally throughout my career. When I first delved into this space around ten years ago, I was focusing on influencer marketing which was then a revolutionary space. Vine was one of the most popular platforms (RIP!) that brands were trying to explore. Influencers were known for using teeth whitening LED devices and sharing content in high volume which led to saturation throughout the market. It was all ice-bucket challenges, polaroid style filters, animated puppy ears, unicorn horns and heart eyes.

Thankfully, those days are behind us now and we are seeing a drastic shift in what consumers want from social media and the content they’re resonating with. Consumers are increasingly wary of content that is too polished, and it has fuelled the ongoing trend of organic, authentic, and relatable content. Now, it doesn’t matter about the production value or the context, it’s all about the value of content.

The trend has propelled the popularity of influencers, including Emma Chamberlain, who convey a level of intimacy through their social media profile, and followers are connected to them in a way akin to friendship. Emma hosted behind the scenes red carpet at The Met Gala last year, so it’s fair to say that influencers are well and truly earning their credibility as well as their follower numbers.

Video more popular

In 2022 there is also expected to be a further increase in the popularity of bite-sized video content on social media. With ongoing lockdowns around the world, many people have taken to social media to create and maintain connections with friends and family who are now less involved in their everyday lives. Videos appear to be the most popular medium to connect with them rather than just one-dimensional photos which has resulted in the traction we are seeing through Instagram stories (filling the hole in our hearts that “vlogs” left) and TikTok videos.

TikTok doesn’t seem to be a social fad – it’s seeing sustained popularity, with reports expecting the platform to surpass 1.5 billion users in the next twelve months. See 2022: A World Transformed — 6 Mobile Forecasts to Help You Succeed (appannie.com) 

If you’re looking for pure entertainment value then Millie Ford’s poignant depictions of everyday life have been the perfect antidote to some of the heavier days of the pandemic in 2021.

As organisations are increasingly expected to meet their audience where they are, it’s believed there will be a rise in businesses joining the platform in 2022. We are already seeing some organisations on the TikTok platform significantly benefit from the educational space. One of my favourite accounts is the United Nations, where its videos consolidate quite heavy information, and make it easily digestible to younger generations in a clever, relatable, and thought-provoking manner. The power of entertaining people, but also educating them, can’t be overlooked.

This is even more relevant at a time when younger generations are using social media as a platform to spread awareness around pertinent social issues and to drive societal change. Over the past couple of years there has been major social movement in the forms of education, spreading awareness and fundraising for issues including race, conflict, climate change, to local issues such as the 2020 election referendums. There is also now an expectation from many consumers that businesses should be outspoken in their values and use their media platforms to let their social or political stances known to their customers. In 2022 we should expect to see a rise in corporate activism with purpose-led campaigns and brand leadership.

However, there is always a note of caution for brands regarding social media activism – as seen recently by an Instagram campaign by Plant A Tree Co which promised to plant a tree for every pet picture that users posted. The campaign took off and the associated sticker was shared millions of times, but the company couldn’t afford to plant the millions of trees promised and had to apologise.

In order to avoid some common pitfalls, here’s how organisations can leverage these trends for their benefit:

• Get ahead of the curve

Major incoming trends are often predicted well in advance by communications professionals who have their finger on the pulse. They can provide valuable advice on how to position your company’s social media to meet the constantly changing needs and expectations of consumers over the long term. However, it’s also important to have people monitoring the day-to-day trends in social media including content, challenges, and campaigns, as it gives your organisation time to plan and decide whether you want to join the movement and if so, how to tactically approach them.

• Timeliness is everything

It’s definitely worth investing in relevant trends as they not only provide quick recognition, but they can also leave a lasting impression on consumer behaviour. However, trends are temporary in nature and can be over within a few days, or even hours, and businesses need to act fast if they want to take part. If your relevant content is two weeks late, it’s not worth having it at all.

• Know your place

It’s imperative for businesses and organisations to have a clear structure of what they should and should not engage with regarding social media trends. For some businesses, platforms such as TikTok and Snapchat just don’t align with their social goals and business message despite that being the platform of choice for some of their audience. The same goes for content trends; a financial company has no business on a Twitter thread where fast-food chains are joking with each other about burgers. (See 7 fast-food Twitter feuds that defined the decade (businessinsider.com.au) Businesses need a sharp understanding about the parameters around what they should be involved with and the right channels to share their voice.

• Planning is vital

The overarching message for each of these recommendations is the importance of having a plan. A social media strategy is vital for an organisation’s success and allows you to maximise your social power in a clear and decisive way. While good social looks organic, the brands who are doing it well are planning brilliantly. Working with communications professionals to create a clear framework will help outline what you want to achieve on social media, how to reach your goals and define company preferences regarding your approach to different scenarios. The best channels look very organic and encourage authentic engagement, but usually have a really clever strategy behind them.

Sarah Geel is executive director at Anthem. You can find her at: [email protected].