Year in Review: Marketing Trends of 2022
Written By: Campfire Collective
The beginning of a new year is the perfect time to take a look back at trends – from bigger headlights on cars to the rise of the mocktail in bars. We can’t claim to know much about automobile industry trends, but we do have a few social media experts on hand. As we close out the calendar year for 2022, here are the social media trends that popped for the team at Campfire Collective during the past twelve months:
2022 - Year of the Video
From Head Trailblazer Shannon Briggs, “One trend that I believe nobody saw coming in 2022 was the sudden rise of video content on Instagram. One day, out of nowhere, Instagram decides to prioritize nothing but video content and we go from a feed of scenic landscape photos to insane dances and talking heads. With the rise of TikTok over the last few years, Meta has decided they need to adjust their hottest platform to be more like their Chinese competitor. And with that, every social media content manager lit their Instagram strategy on fire and started from scratch.” She’s not our Trail “blazer” for nothing!
From Content Kindler Sarah, “Undeniably the year of the video, y'all. You see TikToks cross-posted on every other platform. Facebook and Instagram force-feed Reels to users, refocusing the attention of the masses away from friends and family and toward trending content and video ads. Each platform is gradually extending its allowed length for short-form videos—they've gone from 15 seconds to 60, then to 90 seconds, up to 3 minutes, and now TikTok supports videos as long as 10 minutes. We've come a long way since the 6-second Vine, the most popular video app in its heyday! I'm looking forward to seeing if video content continues to trend longer, doubles back to shorter, or changes completely.” Rest in peace, Vine. You walked so TikTok and Reels could run.
Niche-Tok
Wayfinder Ariana has a gift for gab and definitely, maybe, created a new term for 2023. “I learned so much in 2022 about ADHD and how nothing is unique to my struggle. I have been in a shared experience with millions of other neurodivergent folks for 20 some odd years. Online communities used to be found in AOL chat rooms and message boards. 2022 content has brought the niche communities into the spotlight(s). There’s Therapy-Tok, Instagram accounts brimming with infographics for every ADHD symptom, Reels full of life hacks for New Moms, Fitness Workouts of the Day (WOD) and TikTok Stitches/Challenges- there’s a space for everyone in the vastness of the internet.” Niche-Tok has a great ring to it. Search for your community with your handy dandy hashtags and find it in the vastness of the internet available, linked in an incredibly relatable video that probably makes you feel seen and/or attacked depending on how self-aware you are.
BeReal
Content Kindler Mackenzie says, “One trend I did not anticipate in 2022 is the increase in spontaneous, real-time posting platforms. Coming from a generation that spends time meticulously planning each caption and post, BeReal has taken over in the best way. I love how it challenges its audience to be vulnerable and gives more insight to their daily activities. Whether you are rocking out at a concert or chilling on the couch, no one can be prepared for the little chime to “be real” each day. I believe it has been so successful due to its lack of formality, leaving a lot more room to express yourself without having to plot out the perfect social post. Now, TikTok is doing its best to try and introduce their own version of BeReal. In 2023, I envision more social media platforms trying to adopt this idea to keep their users involved. If TikTok can pull a bunch of big-name influencers on board, I think they could muster up a bit of competition.” There's a level of genuineness that comes along with spontaneity, something that may help your content stand out!
User-Friendly vs Technical
Content Kindler Cecilia noted, “Instagram Reels were first created in response to TikTok’s popularity. We are now seeing an influx of companies who are using Instagram Reels to discuss, advertise, and monetize their businesses. Not only do Instagram Reels provide more sounds and filters, the editing and posting process is way more seamless. Users can create Reels with a template design making it quick and easy to post.” Another trend we have seen develop this year with TikTok content vs other platforms is a disconnect in what sounds and other audio elements that can be included in posts are pulled after posting due to copyright infringement issues. Usability and how fast content can be edited, without complications during and after posting, are definitely something that teams look for when deciding where and what to post on a platform.
There seems to be an overall theme to 2022 - video killed the still life media star! Our team definitely spent more time in the latter half of this year crafting more Reel content, story, and video posts across all of our content channels. Prepare yourself, and your content, to include videos for social media if you want to be sure your company and your message is visible in 2023!
