Content Trends
Having reviewed the main developments affecting social media… what can we expect in terms of the content itself?
1. Sustainability.
We have been talking about the importance of sustainability for years now, and it will definitely continue to be a must in any communication strategy.
2. Mental health comes first.
The impact of the pandemic has put the spotlight on the importance of raising awareness of mental health issues such as anxiety and depression. As pointed out in our white paper “The Age of Balance: new habits in digital wellbeing management”, The younger generations are the most conscious about this aspect, which will definitely have an impact on the content of 2022.
3. Entertainment and shitposting.
Powered by Generation Z, more and more social media content will be aimed at simply entertaining users, as if it were an escape therapy from the social situation. And watch out, because this kind of entertainment comes with a name: shitposting, a form of “low-quality, ironic and aggressive” posting. Wendy’s Twitter account has marked a turning point in this regard, and now many brands (especially those targeting very young audiences) are following the same strategy across different markets.
4. Homemade is better.
Related to the above, and in line with the Instagram Stories, Reels and TikTok boom, “homemade” content, recorded directly on mobile devices and with little post-production, will have more and more weight in the brands’ editorial. The reason is simple: it is perceived as more authentic, more genuine content that humanises brands and brings users closer to the people behind them.
5. Audio and podcasts.
According to Insider Intelligence, podcasts users will continue to increase unstoppably until 2023, when it is estimated that 25% of digital audio will be delivered in this format in the US. The emergence of Clubhouse and the adoption of audio formats by other platforms is a clear sign of the infinite possibilities they offer.
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