Thanks to social media, consumers have more power than ever online. In just a few clicks, they learn more about a brand’s identity and its values, easily find out about their articles and access customer opinions expressed in comments, posts or stories. According to The Marketing Concept, in 2021, 45% of global internet users turned to social platforms to research a product or service they intend to purchase. Brands must therefore master the workings of social networks to present their information in an attractive and clear way. The challenge is twofold, because they must adapt to the changing needs and desires of Internet users. For this reason, companies must constantly keep an eye on upcoming trends. In a brand new report, Native, the agency whose major expertise is based on social networksreveals three of them, and explains how to take advantage of these major social media dynamics in 2022.
A need for authenticity
The younger generations are perfectly familiar with the codes of social networks. They easily recognize influencer marketing campaigns or unnatural advertisements. Staging products is no longer enough. It is essential to develop advertising that conveys its commitments. For both brands and influencers, the goal is to be authentic. It is no longer a question of addressing an audience, but a community that adheres to the same values and transmitted emotions.
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In his report, Native unveils the case study of Aymansbook, an American tiktoker who publishes videos in which she expresses her feelings before and after reading a book. This concept, which was taken up by many content creators, ended up influencing the literary world: following the Aymansbook video on The Song of Achilles, sales of the book were multiplied by nine. This testifies to the impact of emotion on a product. By downloading this report, you’ll learn how TikTok helps create authentic advertising that really speaks to consumers.
The growth of Social Shopping
Since the beginning of the health crisis, multiple sales tools have emerged on social networks. Instagram, for example, introduced shopping features that allow its users to purchase products without ever leaving the app. TikTok and Pinterest have partnered with Shopify and its 1.75 million merchants. This implies that it will soon be possible to launch mini-stores by including links directly in videos. Faced with these many possibilities, social platforms are now an integral part of the purchase journey of 47% of Millennials, reveals the white paper from Native.
For merchants, social networks appear to be a new, easy-to-activate sales channel that fits naturally into the heart of consumers’ social life. Social shopping is becoming the new centerpiece of online marketing: brands can offer seamless, enriched and above all personalized shopping experiences. Thanks to the very precise targeting of the platforms’ algorithms, they have the possibility of offering services and products according to profiles and centers of interest.
At the same time, another practice has largely developed during the health crisis: live shopping. Sometimes considered as teleshopping 2.0, it makes it possible to transpose the store experience into the digital world. This content appeals to Internet users because it combines entertainment, with a more spontaneous and natural influencer, and a sense of urgency through exclusive offers. Native reveals that the Clarins beauty brand, which uses live shopping mainly in the United States and Canada, recorded a conversion rate of up to 30%. By obtaining this reportyou will also discover Lacoste’s case study and advice for using virtual reality in your social media strategy.
In a final part, Native addresses the trend of audio and music on social networks. To learn more about these three dynamics, don’t forget to download the report!