Almost every commercially active company I have spoken to in the past 6 months has seen huge changes in their online campaign results. Especially lower in the commercial funnel, towards conversions. Painful perhaps, we as online marketers were undoubtedly spoiled in previous years. But at the same time a socially good development that requires next level creativity from the online marketing craft. I therefore see it as positive and challenging.
2022 will be another eventful year, just like 2021 was. The world of online marketing is in motion like never before. Let's already look ahead to some of the upcoming developments in the field of social media. This overview is of course by no means complete and not intended to be, so please supplement the social media trends below with your own insights.
War for talent? War for creators! More than ever before, creators have the power in their hands. Social media platforms are made or broken by the extent to which creators provide the platform with unique content. Almost every party in the market phone number list has set up creator funds in the past year, to entice creators and influencers. At the same time, more and more new features are being launched that enable these creators to earn money with their content.
2. Targeting goes back to basics, but in a new guise
With the disappearance of third-party data and the increased degree of control consumers have over their own data, we are actually going back to the core of online advertising: targeting based on demographic data, based on interest profiles and based on behaviour within the social media platform in question.
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