The Drum's editorial team highlights five mobile marketing trends from 2021, including the breakthrough and the expected continued success of social commerce on TikTok, Instagram, Snapchat and Pinterest. Another trend is how TikTok's empowerment of influencers created a shift in the power dynamics between social platforms and the top influencers.
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More than 1 in 3 nonprofits may close within two years due to pandemic-related challenges, but strong relationships with various audiences may help change that and one way to build those connections is through social media, writes Steffen Schebesta of Sendinblue. Schebesta discusses the importance of social media for nonprofits, as well as tips for leveraging TikTok and Clubhouse.
Five notable trends for nonfungible tokens in 2022 include branded virtual real estate within the metaverse and their use as payment for retail and brand experiences, Katy Lee writes. Marketers interested in capitalizing on the NFT trend should invest in the right talent and skills as brands "will need to do more than slap a logo on a digital asset," Lee writes.
This infographic from Depositphotos highlights eight visual trends that will be important for social marketers heading into 2022. These include the metaverse, psychedelic art, "retrofuturistic" aesthetics with a rise in pastel pink and positive emotions, immersive experiences and the "art of scrollytelling."
Brands and agencies need to know the metaverse's different ecosystems, secure desirable virtual locations and boost consumer engagement by creating and sustaining communities, industry experts advise. Partnerships with creators can also keep brands in touch with their audiences while building value via nonfungible tokens.
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Instagram focused primarily on Reels and content controls in 2021, and will prioritize video and consolidating efforts around Reels, in-app messaging, transparency and creator monetization products this year, said platform head Adam Mosseri. "We're going to have to rethink what Instagram is because the world is changing quickly and we have to change with it," Mosseri said.
The live shopping success of startups Whatnot and NTWRK drove Facebook, TikTok and YouTube to ramp up shopping efforts last year to tap into the US livestream commerce market that Core Research projects will reach $25 billion in 2023. "The ones that will win the ad dollars will have scale, brand safety and strongest return on investment," says Rachel Tipograph, founder of e-commerce marketing platform MikMak.
TikTok topped the charts for apps downloaded worldwide on Christmas day followed by Instagram, Facebook, WhatsApp and Snapchat, per App Annie. Oculus was the most downloaded app in the US, which App Annie says "builds off the growing trend for metaverses and immersive experiences."
Fans on social media have been remembering Betty White by sharing their favorite clips of the actress, with one 3-minute video showing Betty White behind-the-scenes of the movie "The Proposal" with co-stars Ryan Reynolds and Sandra Bullock. The humorous skit, which has attracted 6.5 million Twitter views, shows White behaving like a diva and mistaking Reynolds for her assistant on the movie set.
(That's me on the right, with Rocky ensuring I have a good head on my shoulders.)
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The best way to get into the world of metaverse marketing is to craft a strategy that hits the intersection of consumer attention and brand truth; those who lean into this new world will disproportionately benefit in the long run.
Avery Akkineni, president of VaynerNFT, as quoted by Adweek
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