Think Forward 2022 social trends report: What you need to know

The socially led creative agency We are Social has surveyed audiences from around the world to map the shape of digital in 2022: what’s important, what’s industry hype, and how people are actually using social media.

Why it matters

Based on a survey of 3,000 daily social media users from the US, UK, France, Italy, China, and Australia, Think Forward 2022 is a chunky piece of work capable of showing up false orthodoxies before they solidify, and illuminating under-regarded areas of the digital realm.

What’s going on

“Many marketers are going to decide if 2022 is the year they ‘do an NFT’ without really knowing why”, notes Mobbie Nazir, chief strategy officer at We Are Social, in a statement. Despite daily social media use, 85% of the survey sample are in the dark when it comes to understanding the concept of NFTs (non-fungible tokens). Understanding the deeper motivations will help brands “approach this area more strategically and ensure that if and when that first branded NFT is launched, it’s something effective.”

The trends

• People are beginning to see value in digital goods. Gen-Zers lead here, with 33% of the age group in the survey reporting ownership of some digital clothing. These don’t have to be NFTs, remember; Gucci is selling successfully on Roblox.
• Social media users are using platforms for self-directed learning, with more (57%) claiming they have learned practical life skills online. Having users in a knowledge-acquisition mindset is good news for marketers.
• Platforms hit prime time. Data from TikTok indicates 35% of its users have watched less TV and streaming since downloading, suggesting that entertainment can increasingly sit comfortably in a social-first format, a worthy idea for both brands and broadcasters to engage with.
• Cynicism about social is on the up, especially among the young. 43% of Gen Z users globally agree that the algorithms which determine what we see on our feeds have a negative impact on their media diet. Overdone tropes and coming late to memes is, as ever, rich comedic material; brands need to embrace novelty.
• Social sounds. 30% of 18-34s say they use social with sound on more now than before Covid-19. For brands, this is a chance to inspire emotions in audiences – the ultimate goal of many long-term marketing strategies.

Read: We Are Social’s head of cultural insights, Lore Oxford, delves into the trends