Analyze the top ten marketing hot spots and gain insights into three future trends | 2022 social platform content marketing inventory

What are the characteristics of content marketing for different groups in 2022? What trends will social platform marketing present in the future? This article will analyze the top ten content marketing hotspots for you and provide insights into the future direction of the marketing market. Don't miss it.

In 2022, as the Internet traffic dividend peaked and various uncertainties increased, brand marketing passed the "wild growth" stage and began to return to the essence of business operations, gradually focusing on the integration of product and effect. At the same time, young people's consumption behavior is increasingly influenced by their interests, and the emotional, social and other values ​​attached to products are gradually highlighted.

According to Clour’s insights, brand marketing content on social platforms has begun to be closely integrated with social hot spots, aiming to get closer to users through the fermentation of hot spots. At the same time, the content marketing characteristics and trends of social platforms have changed to a certain extent, giving rise to diversified and differentiated marketing hot spots.

What characteristics will content marketing for different groups have in 2022? What trends will social platform marketing present in the future? Clour released "Seeing the Big Picture from the Small - A Review of Social Platform Content Marketing in 2022", analyzing the top ten content marketing hotspots and gaining insights into the future direction of the marketing market.

Report source: Clour, citation requires authorization

1. Analysis of the top ten marketing hot spots

At present, young people, diverse women and the silver-haired group have become the main force in the consumer market and the core audience of content marketing. As the backbone of society, Generation Y and the vibrant Generation Z not only pay attention to the use value of goods, but also pay attention to emotional, cultural and social values; the consumption of female groups has gradually changed from "what she needs" to "what she advocates", pursuing personalized consumption propositions; a large number of elderly groups have entered social media networks, releasing new consumption vitality.

It is precisely because of the diversity of consumer groups that brand content marketing has flourished. According to Crawley's insights, ten major marketing hotspots have emerged in social platform content marketing in 2022.

1. Nostalgia business

Entertainment content of the "classic reappearance" type was highly sought after by young people in 2022, bringing a large number of social media hot spots. For example, Wang Xinling set off a wave of "Chinese entertainment renaissance" with the song "Love You". Later, she reached endorsement and product promotion cooperation with 11 brands. A large number of cover songs and dance covers appeared on social platforms, and e-commerce platforms also derived many "Wang Xinling's same style of wear".

As nostalgic content becomes more popular, brands have seen the business opportunities it contains and have started to engage in "nostalgia business". Various collaborations with classic childhood cartoon characters have caught the attention of young consumers, and the adaptation and cover of nostalgic hits have also triggered "nostalgia killing", making the brand image enter the memories of consumers.

The main audience of the "Renaissance" on the content side is those born in the 1980s and 1990s. With the secondary creation and dissemination of young people, the brand's marketing topics can be disseminated for the second time, thereby reaching more consumers.

2. New Trends in Entertainment

In 2022, emerging entertainment content such as short dramas, talk shows, and drama IPs will bring new potential to brand marketing.

Film and television dramas empower brand marketing, and short drama customization and long drama IPization have become new business trends. Users are highly involved in discussions about film and television content, which has stimulated brand marketing enthusiasm. Brands take advantage of this opportunity to spread the popularity of dramas and form a positive marketing cycle. Heytea and Menghualu have jointly created a "Song Chao Concept" tea consumption, providing the same tea ordering service as "Zhao Pan'er" and launching a "Menghualu" theme teahouse. Under the popularity of film and television works, the sales of the co-branded products exceeded 1.4 million cups in the first week.

In addition to film and television works, 2022 also ushered in the explosion of comedy marketing, and "making jokes + complaining" became a new way for brands to speak out. In 2022, many celebrities, brand bosses, and Internet celebrities participated in talk show performances. They expressed brand concepts and product selling points in a humorous way, constantly deepening user memory.

3. National Fitness

The Winter Olympics and the World Cup are unprecedentedly grand. The hot topics on social platforms have triggered discussions among the whole nation and ignited the enthusiasm of the whole nation for sports. The popularity of sports events and the situation of the whole nation staying at home have become the two major engines driving the whole nation's participation in fitness in 2022.

The fitness craze has driven the upgrading of the concept of healthy living, and new consumer categories have ushered in new development opportunities. Beauty products have begun to gradually shift from "restorative anti-aging" to "active prevention"; food and beverages have gradually changed from "0 sugar and 0 fat" to "additive nourishment"; pre-prepared meals, small kitchen appliances, smart cleaning, smart fitness and other categories have found a balance between laziness and health with the help of new technologies.

4. Outdoor Trend

Young people are creating new social entertainment scenes outdoors, bringing more niche projects into the public eye. Driven by variety shows and social platforms, a large amount of outdoor life-related content is shaping the beautiful lives of young people.

Amid the craze for outdoor activities, young people have found more diverse ways to express their individuality outdoors. The five major product categories have been integrated into the outdoor fashion scene, driving consumption growth.

With the popularity of suburban tours and the increase in family self-driving, new energy vehicles and other driving tools have attracted the attention of users; young people are not only pursuing outdoor sports but also looking good, and mountain style wear has become a fashion trend in 2022, leading the development of trendy clothing brands; outdoor sports are inseparable from food and drinks, and more food and drinks are beginning to be integrated into outdoor scenes; the outdoors has become a new social field, and social activities such as Werewolf and municipal level have opened up new growth; outdoor equipment such as storage boxes, inflatable sofas, and coffee pots also meet a variety of leisure needs.

5. New meaning of national trend

Nowadays, young people have stronger cultural confidence. While embracing domestic products, they are also actively innovating and promoting the development of new national style trends.

As the concept of "Chinese style" spreads to many fields, traditional cultural IPs have regained new vitality, and the keywords of national trend content cover many popular consumer fields. Traditional cultural IPs such as Dunhuang, Sanxingdui, and the Chinese Zodiac have become hot spots for national trend collaborations.

6. Internal Consumption Healing

"Mental exhaustion" has become a hot topic on the Internet, and young people have found a new outlet for releasing stress on social networks. Creators use ordinary life content to relieve social emotions, and beauty, skin care, home appliances and other categories use "immersive" experience and "atmospheric" content on various platforms to show product capabilities and usage scenarios, which has become the new normal.

As young people's "anxiety" becomes more prominent, brands have begun to play the role of relievers and companions. For example, the video challenge #BeaGirlNotDefinedBySize launched by TikTok and ELLE has been viewed over 800 million times, with brands and platforms taking the lead in fighting anxiety.

7. Spiritual resonance

The public's aesthetic taste for content and spiritual and cultural needs are constantly upgrading, and major platforms are actively exploring new marketing touchpoints, striving to establish deeper emotional connections with users.

For example, Bilibili continues the "Houlang Series", focusing on the social pressures and survival difficulties faced by young people, giving them a voice and inspiring them to move forward; Douyin launched the "DOU Love Charity Day" event for the first time in 2022, and jointly released charity content with KOLs, with more than 320 million views; Kuaishou held an exhibition in an offline vegetable market, conveying the simple emotional connection between people under the concept of "new market".

Brands and young people form a resonance, spontaneous communication is the foundation, and emotional insight is the core. Brands can use representative figures in a specific culture as a topic point to radiate to a wider range of young people, express values ​​and convey brand concepts. At the same time, brands can create original "game mechanisms" to attract users to participate and spread spontaneously, strengthen user cognition and convey brand warmth in the "game" process.

8. Virtual and Real Mutual Creation

In 2022, the Metaverse and e-sports developed rapidly in China, becoming a hot spot for brand collaboration and content creation. Digital collections and digital human marketing around the concept of the Metaverse attracted more platforms and brands to join, seizing the minds of young people in the form of product collaboration, virtual endorsements, Metaverse press conferences, social interactions, etc. The popularity of domestic e-sports culture among young people continues to rise. In 2022, there will be more cross-border cooperative game IPs in more categories. With the support of Metaverse technology, the marketing methods will be more diverse.

According to statistics, the brand launched 21 new virtual spokespersons in 2022. The brand uses virtual anchors to conduct long-term live broadcasts and sell goods in Tmall and JD flagship stores, which has become the norm for self-broadcasting.

9. Role Integration

Nowadays, the commercial models of celebrities and influencers are intersecting, and the boundaries between different roles on social platforms are fading. The choice of partners such as brand spokespersons, TVC advertising partners, and variety show guests is becoming more diversified. More celebrities are entering live broadcast rooms and actively sharing personalized and life-like content on social platforms. The identity boundary between influencers and celebrities is gradually disappearing.

In addition, the integration of e-commerce and content will be further deepened in 2022, and the platform will play more roles.

10. Silver Economy

According to relevant data, as of August 2022, the MAU of silver users was 297 million, and 64% of the silver population came from third-tier and below cities. The penetration rate of comprehensive e-commerce apps and short video apps among silver users exceeded 80%. The silver population is active online, releasing consumption vitality.

In this context, brands have begun to pay attention to the psychological and emotional changes of the elderly and combine silver hair marketing with respect for the elderly marketing.

2. Insights into future marketing trends

Supporting farmers and charity activities have become an important manifestation of brands' social responsibility, and green charity has become a new way for fast-moving consumer goods companies and integrated e-commerce companies to connect with young people. The "green and recyclable" consumption concept fits the healthy lifestyle of young people and drives users to repurchase.

In addition, VR glasses and restoration technology provide a new channel for young people to return to the past and experience the future in an immersive way. Nostalgic concerts, virtual singing and chatting sessions, and sharing of digital collections have become new forms of leisure and social interaction for young people. With the rapid development of technology and the application of new products, more surreal virtual experiences are coming.

In addition, the rise of the national trend has allowed more traditional culture to be seen, and "integrating into local culture" has become an important way for brands to establish emotional connections with local consumers, and is an important expression of national trend brands. With the increasing difficulty of long-distance travel, "local travel" has regained vitality, and local culture and local business have developed in mutual promotion.

3. Final Thoughts

In 2022, marketing content on social platforms will flourish. Brands will not only maintain efficient communication with young consumers through hot topics, but also achieve commercial benefits and growth. In the future, with the changes in consumer concepts and emerging technologies, brand marketing may present more diverse and interesting new ways of playing.

The report is from Crawley and citation requires authorization.

Author: TopKlout

Source: WeChat public account "TopKlout (ID: TopKlout)"