28 Mar 2022

5 Social Media Trends

When we think about marketing, often our first thought is promotion. But this undermines the other three of the ‘4 Ps’ – including place. The number of social media users around the world has grown by 10 per cent – up to 4.62 billion this year alone.

Social media is no longer a luxury, but an essential tool for any retailer’s marketing team. By putting content in the right place, you can reach customers when they’re most inclined to buy. But what is the right ‘place’ in 2022?

1. The personal touch

Buyers are becoming more ethical – with one in five 16 to 24-year-olds buying fashion based on sustainability credentials. This empowers brands to speak more clearly about their values. Rather than hiding behind a logo, social media managers are giving their accounts a personal edge.

This means commenting on uncomfortable subjects, replying to users’ questions directly and injecting humour into responses. A great platform for this is Twitter, wherein individual users can tweet and respond on behalf of the company. We’re seeing Twitter more as a customer service tool, offering buyers the assurance they need, rather than being fobbed off.

2. Social media commerce

With a huge dashboard of customer analytics available, our social media accounts are ideal for targeting. Instagram continues to go through updates with more clickable links in stories and reels. This offers a more well-rounded shopping experience.

For example, viewers might see a ‘how-to’ product video on an Instagram reel. A clickable button through to the online store serves as the perfect call-to-action once the video is finished.

3. The meteoric rise of memes

In tandem with more ‘personal’ social media accounts, we’re seeing more brands be daring with memes. Again, this gives brands the chance to add a touch of humour to their customer messaging. We’ll continue to see mainstay memes such as Drake’s ‘yes, no’, but we’ll also see more topical ones.

Netflix shows give brands the chance to build up their customer reach based on the latest trends. Footwear brand Vans saw incredible spikes in sales after similarly styled shoes were worn on the show Squid Game. Likewise, brands flocked to put their spin on the famous ‘honeycomb’ scene. By keeping our finger on the pulse, we can use these fleeting moments to connect with customers.

4. The creator economy

The so-called “creator economy” is changing the face of marketing, recruitment and retail as we know it. As more social networks invest in creation – think Instagram Reels or LinkedIn Creator Mode – there is more demand for creative talent.

This offers two key benefits for retail brands. Firstly, they can connect more easily with their audience. Pinterest boards can inspire anything from wedding cakes to home décor, while explainer videos add the much appreciated ‘personal touch’. Secondly, they can collaborate more easily with other brands, be they influencers or complementary products and services.

5. Accessible content

While it’s relatively easy to build a customer profile based on age, sex or interests, it’s harder to determine additional needs.

Today, brands are becoming more inclusive – including tailoring content to those with additional hearing or visual impairments. Simple changes such as colour contrasts, subtitling and image captions are making content accessible to everyone.

  • Personal messaging allows brands to communicate values and offer better customer service
  • New tools allow for easier calls to action in social media content
  • Memes should be used topically to capitalise on trends
  • Creativity comes first and allows more collaboration and partnerships
  • Accessible content will reach wider audiences



The importance of community, be it in the physical world or online, has never been more important following a difficult year. With increasing numbers of consumers now scrolling through their social media more, and using social media and online channels to choose where they shop, its vital that brands to deliver a positive experience and engage with their customers online.

It's also a great opportunity to develop the relationship with your customers. In this session, Amy Hobson, partner at SocialB, explores how you can build relationships and start conversations with your customers to develop an active & engaged social media community. 


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