Here are 5 Social Media Marketing and In App Shopping developments that have happened during 2021 and will continue to grow into 2022 reinforcing why it’s important to create agile digital CGI/3D content that can be repurposed in multiple different media forms that will help to drive your clients ROI upwards.
1-The rise of online shopping during the pandemic
Brands with a finger on the pulse pivoted their attention to quickly utilise the social media platforms, accepting that this would be the most effective way to connect with their customers who had more time to scroll through social media and who were already warm and more receptive to their product or service and could be a captive audience. Overnight brands were forced to ditch traditional marketing and POS formats as the high streets were in temporary shut down and have worked hard over the past 24 months to build wider digital audiences, redirecting traditional marketing budget to social media and social media management to help them gain an advantage over their competitors who may not have adopted the new normal. The increased use of Social Media Platforms and a wider digital audience is not something we see going away in 2022 and brands will need to continue to produce engaging interactive content to stay ahead of the curve.
2-Proliferation of short-form on-line video because of shorter audience attention spans
Platforms like TikTok and Instagram Reels have responded to the decreasing attention spans of its audience by allowing users to post videos up to 30’” in length, to appeal to the shorter attention spans of its users (the instant positive feedback loop generation) who struggle to engage in individual posts. Did you know that average attention span of someone today is 8 seconds?
This is forcing social media sites to adjust what they show by offering these bite sized clips, more regularly, with the understanding that a large percentage of the material will not be seen. Studies suggest that 82% of online content will be short videos by 2022 and I suspect the sub-10” format will be the time brands will have to get their message across in.
3-Social media integration into daily life
The number of social media users are growing at a steady rate, but this is also reflected in the amount of time it’s being used and on average people are spending 145 mins every day on social media platforms. This means that we are becoming more ‘Phydigtal’, 50% human 50% digital. So brands need to embrace what the social platforms are doing to keep user engagement high, in a ferociously competitive market, where brands compete to get attention and unique user interaction, along with user endorsement and infiltrating their brand followers’ networks via sharing which helps boost algorithms and what these platforms class as relevant content.
4-More Augmentation will happen
Even though the Augmented Reality technology is still in its infancy it’s expected to become more mainstream and by 2023 its predicted to generate 70 billion pounds in annual revenue. This is where you will see brands embracing the direct shopping functions that AR apps through platforms like Facebook and Instagram are developing. Therefore, new content formats like SPARK could see a significant adoption over 2022 as it matures and starts to incorporate a blend between augmented and online shopping functions.
5-Embracing the User generated content
As the pressure to generate content grows to keep algorithms working, brands are embracing UGC (user Generated Content) across their corporate social platforms. Research suggests, that by doing this, brands are seeing a 20% increase in return in the time that their user audience spends on their website, with an 81% better conversion rate. All whilst potentially helping to reduce the volume of ambient company generated content replaced by user endorsed based content (authentic product video based testimonials)
If you would like to find out more, and how you can embrace and create content across these new digital formats by making engaging CGI/3D content that can work harder, increases ROI and engage your audiences more, then we would love to hear from you to discuss your project idea.