Social media is ever-changing. While usage keeps growing, trust issues are rising too, and time spent online has plateaued. Younger generations are turning towards communities rather than experts.

They’re looking for inspiration over information. To adapt to this new context, platforms are constantly renewing their strategies and investing their efforts into forward-thinking offerings.

INSTAGRAM IS HAVING AN IDENTITY CRISIS...

To compete with Snapchat and TikTok, 2022 saw Instagram prioritising video content with the launch of Reels and a potential app-layout shift that would see vertical content spotlighted.

This shift will benefit co-creators, influencers and brands who can’t afford high production videos, allowing them to prioritise authenticity over over-polished content.

As users want Instagram to preserve their own functionalities rather than adapting to their competitors’ offerings, Instagram is also leaning into their Metaverse opportunities – for example, introducing the possibility to switch between your profile picture and an avatar.

...AND TWITTER TOO

Twitter started the year with a goal to improve positive sentiment and ban inappropriate repeat offenders. But the reign of Elon’s Musk is making the platform’s future uncertain, with suspicion from users and mixed reactions from brands.

Despite challenges, they’ve implemented new functionalities, such as Quote Tweet with Reaction, Downvotes, Topic Tag Bar, Community Notes and Blue Subscriptions.

Paid social features are changing too, with the introduction of Dynamic Product Ads, Branded Hashtag Add-Ons, and refreshed tracking for bottom funnel activity – the effect? Low advertising costs!

NEW OPPORTUNITIES FOR E-COMMERCE

In the world of social e-commerce updates, Instagram will be removing its Shop Tab from the main app screen, TikTok abandoned their Shop expansion plans after influencers dropped out of the project in the US, and Facebook also seems hesitant in their efforts for built-in e-commerce.

However, despite these changes, 70% of people still prefer to buy online, meaning an effective and simple consumer journey is more important than ever for advertisers.

For example, Pinterest has jumped at the opportunity to enhance e-commerce, using AR and Lens features to identify related products, giving brands the ability to tag items within a catalogue.

Likewise, WhatsApp Business provides chatbots for customer support and sales, but also in-app payments and discounts, with its offering evolving to smaller businesses. This platform has also introduced partnerships with creators, offering authentic reviews and raising awareness around product launches.

THE GROWTH OF AUDIO

It all started with the worldwide popularity of podcasts becoming one of the most consumed media formats. Since then, Clubhouse, Facebook Rooms and Soundbites have been paving the way towards “social audio strategies”.

Platforms like Spotify and YouTube offer more audio-based activations from an organic, creators or paid perspective – focusing on formats like YouTube Audio-ads, Spotify branded profiles, and more.

With the right storytelling and sound quality, these campaigns have the potential to deliver a clear, simple, and incredibly effective messaging to listeners.

THE RISE OF AUTHENTICITY AND TIME-BOUND CONTENT

After starting the dual camera trend, BeReal now has more that 75M active users, 20M of them accessing the app daily. Tapping into a sense of spontaneity and FOMO, the functionality relies on behind the scenes and authentic content without the curated ‘filter’ that other channels have built their role on.

Although advertising options aren’t available on the platform, brands are getting creative in using the feature - from discount codes to exclusive behind the scenes. This is particularly relevant as we’re seeing the development of virtual communities, with brands moving away from a broadcaster mindset to encourage self-expression.

It didn’t take long for other platforms to integrate the dual camera option. With TikTok Now and Instagram already rolling out their own options, the functionality might soon be monetized and available for commercial purposes with these platforms being more established in the game than BeReal.

As a result of these updates, channels have rolled out “reminder” notifications and features to promote usage – for example, TikTok Now consistently urges users to post their ‘Now’ when scrolling through content.