There’s no doubt about it: social media is an integral part of our daily lives. This means your consumers are spending more time on social media, but interestingly, research has found that their engagement has decreased globally. This may be due to consumers trying to adopt healthier social media habits and spending less time scrolling. As a result, views are becoming less dependable, and brands need to find new ways to add value and ensure their content resonates with younger audiences as their spending power gradually increases.
Less scrolling, more living
One trend that brands should pay attention to is the shift in consumer behaviour towards healthier social media habits. Gen Z is leading this trend, with a focus on spending less time scrolling and more time on casual posting trends and photo dump layouts. Brands can tap into this trend by creating content that is less polished, more socially aware and more organic in terms of trying to connect with their followers.
The good old days
Nostalgia marketing is also on the rise, with Gen Z and millennials making up the majority of users who engage with memory features on Snapchat and Instagram. Brands can use this trend to create content that taps into the nostalgia of these audiences. What did these consumers do and enjoy as kids? How can we bring back those feelings for them?
AR is the future, but the future is now
Another trend that brands can capitalise on is the use of augmented reality (AR) in advertising. Consumers view businesses using AR as technologically advanced, innovative, and progressive. Brands that use AR in their social advertising can set themselves apart from their competitors and position themselves as leaders in their industry.
Let’s get real
Influencers are still a dominant force in social media, but socially aware influencers are now preferred by consumers. Brands can partner with influencers who are open about their imperfections and promote socially responsible messages. These kinds of partnerships tell an authentic story about your brand. They put you on the map as being accessible and relatable.
An unlikely meet-cute
Discord and Telegram are also emerging as marketing channels, offering brands new ways to connect with audiences. Brands that embrace these platforms can create unique and engaging experiences for consumers that they otherwise would have never engaged or interacted with. Interacting with consumers in a place where they feel safe and welcome, and where they often go daily (like these online platforms) is the perfect opportunity to make meaningful connections with them.
Ultimately, social media trends and insights can help brands stay ahead of the curve and remain relevant in an ever-changing landscape. By tapping into these trends and adapting to changing consumer preferences, brands can create content that resonates with their audiences and drives engagement.
