Over the past two years, social media has changed faster than ever. Just as you'd gotten used to the shift from your Insta feed to Instagram Stories, Reels had already appeared. And just as you'd discovered TikTok, we were being dragged back into the world of AR.
During the SocialToday Event, the latest trends and applications of social media were discussed.
Kirsten Jassies opened her trend session with this sentence . A fitting quote that perfectly captures the current times. During her keynote, she identified several important social media trends, which I'll discuss below. She'll also include trends I've heard mentioned and that shouldn't be missing from this list.
Metaverse
The biggest change social media is going to experience? It's " the metaverse ."
Where you currently watch videos, photos, or livestreams on ascreen, in the future we'll enter the metaverse. With VR headsets, you can walk around in virtual spaces where other users are. It's less of a distant concept than you might think. Various "worlds" or "spaces" are already being built by creative minds.
Meta (the parent company of Facebook, Instagram, and WhatsApp) is increasingly scaling down Facebook and Instagram, shifting its focus more to the metaverse. What comes to mind? A birthday party with friends from all over the world, or, more professionally, a virtual meeting where you see each other's avatars in a virtual world instead of just seeing your face on camera. (I can't really imagine it yet!)
The next phase of social media is presence. – Navah Berg
Creator economy
While we've seen influencers monetize their product marketing in recent years, Kirsten is seeing (and will continue to see) a variety of business models emerge for creators across all channels. Influencer marketing is shifting toward a creator economy .
Creators play a key role in this. The name says it all: they're people who create everything from cooking tutorials to podcasts. Creators already existed, of course, but the business model is changing. Where brands used to pay for influencer campaigns, creators are now earning their money from content, because people are willing to pay for it through subscriptions or extra content. You might have heard of "Friends of the Show," where you can support podcasts for a small monthly fee—often in exchange for exclusive content.
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