We’re quickly nearing the end of another COVID-disrupted year, and while many will be glad to see the back of 2021, with a return to normal now on the horizon, we do still have some way to go yet, with the full economic impacts of the pandemic likely to play out over decades, and in varying ways.
That will also have implications for digital marketing, with the pandemic-induced lockdowns changing online behaviors, and sparking all new trends – like audio social, the accelerating growth of eCommerce and the evolving metaverse for digital connection. There’s also the work from home shift, and the migration to hybrid work models, which will also have impacts for broader digital connection. All of these elements will play a part in what’s coming next in the social media space, and from the major platforms specifically.
1) Algorithmic shifts:
The recent ‘Facebook Files’ expose looks set to be a significant moment, not so much in terms of the revelations about the company (many of which we already knew or suspected), but in regards to the extent that Facebook itself is aware of the negative impacts it’s apps can have, and the efforts it’s then made – or not – to rectify such.
Will Facebook look to address these key areas, even if such action would run counter to its business interests?
As Facebook eyes the next stage of digital evolution, moving beyond the Facebook platform itself, we suspect we’ll see more willingness from The Social Network to experiment with things like reducing political content in News Feeds and giving users an option to switch off the algorithm, either by an easy, Twitter-style toggle, or an alternate, swipeable timeline.
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Removing algorithmic amplification was a key recommendation made by Facebook whistleblower Frances Haugen, and by providing this as a simple, optional feed alternative, that may well prove to be the easiest way forward, in that:
- It gives users more control, which shows that Facebook is working to address this, and
- Because most people won’t use it anyway, which lessens the impact for the company.
Facebook has tried this in the past (as per above), but I suspect we’ll see more prominent, more user-friendly feed alternative options soon, which will make it even easier for users to control this element – or at least feel more in control of their in-app experience.
2) Shopping via Twitter:
Twitter, too, is developing its eCommerce options as it looks to tap into the rising mobile shopping shift. It’s already testing new shop elements on its Professional Profiles, its variation of business pages, along with direct, in-stream buying from tweets.
Will that work out?
It largely depends on how accustomed users are with spending money in-app, which is another element of its creator monetization push. Getting money for creators is one thing, but building habitual behaviors – i.e. getting Twitter users used to paying money in the app – is another consideration, and that could extend to in-stream purchases if Twitter can get it right.
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Expect to see Twitter’s in-stream buying tests ramp up in the second half of next year.
3) Virtual fashion:
The rise of NFTs points to a new stage for digital representation, where people can better showcase their personal fashion sense and interests via their online profiles, and eventually, through digital avatars within virtual spaces.
You can see this on Twitter, with NFT fans switching their profile images to cartoon portraits of apes, robots and many others, which are actually artworks that they’ve purchased, and in many cases, will eventually be available as full 3D avatars that they can use in metaverse-aligned digital environments. Snapchat, too, is leaning into this, though in a different form, with Snap users now able to dress their Bitmoji characters in branded clothing, providing more ways to customize your virtual self, and better showcase your interests and tastes.
This has huge potential. For example, online game networks like Fortnite and Roblox already make the majority of their income from in-game cosmetics and options to customize your digital characters, and those trends, which have steadily become embedded behaviors among young users, will eventually be major elements of the expanded metaverse shift.
Snapchat could be at the forefront of this. Already, you can create full-size digital depictions of your Bitmoji characters, and dress them in an increasing variety of fashion items from major brands. That will, whether you understand it or not, become a major new income stream for these brands, selling virtual versions of their products, and Snap is well-positioned to be a leading facilitator in this respect.
Expect to see more virtual products for sale in the app, and more ways to use your Bitmoji avatar in different applications.
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4) Scanning the scene:
QR codes have had a moment during the pandemic, and Snapchat will look to lean into this with more Scan options in the app, which will help connect users to additional information, special offers and other exclusives by scanning in various items and logos.
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It’s already working with selected retailers on this, and if Snap can translate the habitual behavior of code scanning into a more practical, useful option for users, that’ll provide more capacity for Snap to facilitate direct connection between on and offline behaviors, which could be a big win for marketers in the app. Expect to see Snap make a big push on Scan early in the new year – before people forget about the potential of QR codes and visual scan-in processes once again.
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