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Monday, 25 October 2021 12:38

Why marketers and global brands should tap TikTok on implementing their marketing strategies

By Talkwalker and HubSpot

GUEST RESEARCH: The pandemic has accelerated the age of the consumer. For brands to survive, they need to anticipate and respond to consumer demands. The current global situation is challenging but it also offers opportunities for companies to get ahead, according to consumer intelligence company Talkwalker and customer relationship management platform HubSpot’s Social Media Trends Report.

Social media trends in 2022 will be supported by consumers, the report shows.

The top trends and consumer insights included in this report will help marketers and top global brands plan successful strategies for 2022.

The trends include:
• How TikTok will take over social media, leaving other platforms to adapt.
• Why brand inclusivity will be brand critical.
• How metaverses will be the next consumer connection.

“Consumers have taken control, with more demands, more urgency, more unpredictability,” says Talkwalker chief marketing officer Elena Melnikova.

“They’re driving this year’s trends, but we’re giving brands the power to take back control. By revealing the trends for 2022 using accelerated consumer intelligence, and inspiring actions, Talkwalker is enabling brands to drive business value next year, and beyond.”

“Although we have started to see the light at the end of the tunnel with some of the biggest brands showing signs of recovery from the impact of the pandemic, knowing the trends most likely to define the coming year is one of the best ways marketing leaders can combat the ongoing unpredictability and set their teams up for success in 2022,” comments HubSpot vice president of international marketing Susanne Ronqvist Ahmadi.

Here are the following trends from Talkwalker and HubSpot’s regional experts.

“A platform that embraces diversity, TikTok encourages users to project images of themselves without thinking too much about complying with certain standards. Anyone can be a creator or a trendsetter. With this democratisation, content becomes more hyperlocal and thrives on being receh as the Indonesians would say—where content that is humorous, irreverent, snackable,” says Universal Music Group director of insights and analytics Southeast Asia and Korea Cassandra Tan.

“2022 will see the continuation of TikTokesque functionality popping up on social media platforms as TikTtok maintains its app download lead. In-platform shopping will keep evolving. We’ll see if live audio spaces become more popular with the mainstream after some major players scrambled to add them in 2021 in response to Clubhouse’s sudden user surge,” claims University of the Sunshine Coast, Australia, social media educator and researcher Dr Karen Sutherland.

“With consumers accessing more content post-pandemic, brands have to compete for even shorter attention spans across an ever-growing set of platforms. Understanding which platforms help tell which parts of your brand story is going to be key. The opportunity lies in using different platforms to tell a more cohesive and differentiated story,” concludes Hilton APAC head of enterprise and loyalty marketing Ivy Esquero.


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