The dynamics of social media strategy and user habits continue to change rapidly. When it comes to social media, it is not easy to predict which trend will stand out and when. Analyzing the available data correctly and making on-the-spot inferences is a task that only a professional team can handle.
Because the new social media platforms emerge or rise every year, users' interests are changing. Although it is very difficult to predict with such variability, it is possible to be prepared for next year. Then let's make predictions on the 2022 social media strategy.
Facebook
Despite all its rivals, Facebook managed to take its place at the top last year. That also applies to Europe. Facebook still is the most used social media platform in European countries. This leadership also causes the platform to be the main focus on the social media strategy developed. The platform continues its success with new features added to its structure.
In 2022, Facebook is expected to further develop its eCommerce feature. We can see more shoppable posts, streamlined payment processes, improved product discovery, and more alerts for buyable products in-stream. Shopping on eCommerce platforms is quite common in Europe. Therefore, we can predict that these features will attract a lot of attention in Europe.
Facebook recently outlined its vision fort he future and focus on the metaverse. The metaverse is where the physical and digital worlds come together. It is a place where avatars can interact with each other. Virtual reality (VR) technologies will be the center of this universe. Europe is the region that spends the most money on this technology after China and United States of America. Based on this investment, we can expect that this new move of Facebook will be quite popular in European countries.
TikTok
The rise of video platforms was expected in 2021, and it did. This rising also brought a change in user habits. Long-form video content still offers value but short-form video content is now more preferred. And TikTok is at the top of short-form video content.
Vertical video platform continues to expand. This expansion causes brands to develop a social media strategy on the TikTok platform. The app working for various eCommerce tests and its Creator Marketplace facilitates sponsored content, and you can expect to see even more of these options arriving in TikTok through 2022.
With these features, content producers will produce more content and brands will invest more in the platform. This will have an impact on the increase in sponsored content in the European region and the inclusion of more content producers on the platform.
TikTok wants to improve user experience and behaviors in general. TikTok frequently features live streams in its 'For You' feed. It continues to develop this feed with brands and content creators according to your interests. These developments, which will be made in European region in 2022, will attract more users. Accordingly, users will spend more money on the TikTok eCommerce system. This will result in brands making more and larger deals with European content creators.
Snapchat
Although it has a very low share compared to its competitors, Snapchat continues to grow consistently. Snapchat appeals to a smaller audience, which we can consider a niche. Thanks to this structure, the platform established a closer bond with its community. That bond will play a significant factor in Snapchat next stage, while it also remains a leader in augmented reality. This leadership in the field of augmented reality whets the appetite of brands to produce a special social media strategy for Snapchat.
Snapchat users are already able to dress their Bitmoji characters with the worldwide famous brands' products. This opportunity allows users to customize their virtual selves. This promises great potential. Just like the microtransaction systems in major video games. That will become significant new income for the brands. Selling virtual versions of their products just like NFTs and Snapchat is the leading facilitator in all of this.
With the Spotlight feature, Snapchat made an introduction to short-form video content. And Snapchat hired TikTok stars, a major rival, to create their Discover show. At this stage, Snapchat is not in a position to compete with TikTok, and it is certainly not looking for trouble. But instead, they are trying to evolve their format into a commercial way that will turn the top TikTokers into even bigger, legitimate, and mainstream stars. We can expect to see it throwing more resources at big TikTokers to lure them. It seems quite possible for this commercial approach to be successful in a region such as Europe that can have high profits.
Instagram
Instagram continues to stay young and vibrant by successfully following changing trends and user behaviors. Thanks to this successful graphic, Instagram continues to be one of the main focuses of companies and creative agencies when creating their social media strategy.
E-commerce is Instagram's focus on it and they want to make all posts available for purchase on the app. Instagram knows that the more shopping options it can create for its users, the more revenue it will generate. To make this wish come true, Instagram is working on object identification tools that can work with still images and videos. The platform is expected to experiment with advanced product search by image, discovery panels in the main feed, and live shopping throughout the year.
Aiming to be a leader in AR/VR, Facebook has to include Instagram in the game to popularize this technology among younger audiences. Instagram, which will provide a direct link to AR tools, will allow the captured video to be displayed and forwarded openly. Instagram will also connect to Facebook's wearable technologies to evolve the AR experience. Instagram will become an AR portal for Facebook, where developing technologies are transferred to users.
The interaction of video content on Instagram continues to rise rapidly. The last star of this rapid ascent is Reels. Accordingly, the platform plans to focus on these contents in the future. To support this, the platform plans to offer the option to launch the main home screen through Stories and Reels content. The interaction provided here may also lead to the complete removal of the traditional home screen in the future. If this practice is realized, still shares will not be said goodbye, and their existence will continue in the Stories section.
It is possible to say that this is a very big step. And this will also change the social media strategy of brands. This structure, which has continued since the beginning of the platform, is on the verge of change according to the habits of the users. Instagram plans to take this big step to stay in touch with its user base.
It is always difficult to predict what a new year will bring us. Europe is a region with deep habits, it is also known for its quick adaptation to changes. However, with a professional team specialized in European regions, you can see the social media strategy trends before they come and take a position accordingly. ddip provides you with these expert professionals. Thanks to our expertise, you can define your brand more accurately and become a great power in the European region.
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