Talkwalker has collaborated with HubSpot to develop this year’s Social Media Trends Report.

Consider the following trends:

  • How TikTok will take over social media, leaving other platforms to adapt.
  • Why brand inclusivity will be brand critical.
  • How metaverses will be the next consumer connection.

These are some of the top trends highlighted in the Social Media Trends Report by consumer intelligence company Talkwalker and HubSpot, the customer relationship management (CRM) platform.

As the first non-Facebook app to reach 3 billion global downloads, TikTok’s influence, especially on Gen Z and Millennial consumers, has become hard for brands to ignore. “A platform that embraces diversity, TikTok encourages users to project images of themselves without thinking too much about complying with certain standards,” said Cassandra Tan, Director of Insights & Analytics at Universal Music Group, Southeast Asia and Korea. “Anyone can be a creator or a trendsetter. With this democratisation, content becomes more hyperlocal and thrives on being ‘receh’ as the Indonesians would say – where content that is humorous, irreverent, snackable.”

On media consumption trends that have accelerated in lockdown, with consumers showing an increased preference for live audio and video formats, Ivy Esquero, Head of Enterprise & Loyalty Marketing, Hilton APAC said “With consumers accessing more content post-pandemic, brands have to compete for even shorter attention spans across an ever-growing set of platforms. Understanding which platforms help tell which parts of your brand story is going to be key. The opportunity lies in using different platforms to tell a more cohesive and differentiated story.”

According to the report, the top trends and consumer insights will help marketers and top global brands plan successful strategies for 2022.

“Consumers have taken control, with more demands, more urgency, more unpredictability,” said Elena Melnikova, Talkwalker CMO. “They’re driving this year’s trends, but we’re giving brands the power to take back control. By revealing the trends for 2022 using accelerated consumer intelligence, and inspiring actions, Talkwalker is enabling brands to drive business value next year, and beyond.”