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What's Trending in Trends?
What's Trending in Trends?
2021 was a lot.
Not only did we collectively experience several major global disruptions and disasters that none of us had seen in our lifetimes, somehow we also had to stay on top of a rapidly shifting business environment.
I sincerely hope that you are going to be able to take a moment this holiday season to take care of yourself and reflect on the past year.
As you do, we’ve sorted through all of the major platforms’ recaps, year-in-reviews, and predictions for 2022 to give you a snapshot of what they’ve found, and where the industry is as we start thinking about the year ahead.
Let’s start with the everything engine. Google’s year in search is a highly anticipated recap, using search volume as cultural pinpoints. The video is always sentimental and matches data with emotion to tell the story of the past year.
What stood out this year is how we are using search for the most important questions in our lives. It’s no longer just about where to find a local business or what the best product to buy is. Now we’re asking big, important questions like what’s happening, why is it happening, and how we can heal?
As a marketer, it’s important to recognize that search is now about much more than solving that bottom-of-funnel problem. If we're going to be culturally relevant, then our opportunity is to provide value in our communities' searches.
INSTAGRAM
The IG crew combed through their data to try to identify how their Gen Z audience’s behaviours are shifting. Why Gen Z only? Perhaps because every marketer wants to know what the kids are up to these days, or maybe because they want to reinforce that IG is where the cool people hang out. In any case, the data is thought-provoking.
According to Instagram, right now Gen Z is:
- Redefining what it means to work and to live by choosing flexible work, and creator-economy-fuelled work over traditional careers
- Shifting their preferences towards a much more maximalist style, especially in fashion
- Preferring “natural” or minimalist beauty products
- Online thrift shopping in record numbers
- Shopping directly through social media channels
- Paying attention to online influencers (YouTube, IG) more than traditional (movies, TV)
- Much more likely than ever before to be doing at-home workouts
- Participating in wellness activities like meditation and manifestation
- Using social media for activism and charity contributions
READ THE INSTAGRAM TRENDS REPORT
LINKEDIN
The professional social network also focused their energies on Gen Z, but specifically on the type of content that is best suited to connect with the younger audience.
Their data suggested there are four ways that brands can earn Gen Z’s interest:
- Tell real stories
- Share useful tools & guides
- Celebrate diverse stories and voices
- Provide great ideas and inspiration
They also gave five examples of brands that are finding ways to connect with Gen Z on Linkedin:
- Mailchimp
- Mindbody
- Square
- Wix.com
- Skillshare
READ THE LINKEDIN CONTENT REPORT
TWITTER
2022 may be the year that Twitter finds its stride. It’s always been where thought leadership and news happen, but now it’s also where the community is developing. From activism to sports, crypto, and education, if it’s happening, it’s happening on Twitter.
In order to highlight brand teams that are embracing Twitter and succeeding, they published a bit of an awards show on their blog.
Here are the winners (drumroll please):
- Most tweeted about: @DisneyPlus
- Best campaign launch: @Ford (#F150Lightning)
- Best campaign that connected to a major moment: @MountainDew (#MTNDEWMAJORMELON one million dollar giveaway Super Bowl ad feat. John Cena)
- Most popular Tweet: @NickJr (Steve from Blues Clues 25th anniversary)
- Best brand presence: @McDonalds
- Most tweeted brand hashtag: #NintendoSwitch
- Most creative campaign: #OREOscope
- Best Thank You campaign: @Cerave (#ThankYouNurses)
READ TWITTER'S BEST OF BRAND TWEETS
PINTEREST
The platform that knows what we all want when it comes to decor, fashion, weddings, and pretty much everything else broke down our trends and tastes by generation:
- Gen Z is going to use their style to revolt this year – mullets, bejewelled clothing & good vibrations. The trend is called Higher Frequency and embraces frequency healing, spiritual awakening, and aura colours
- Millennials love plants (biophilic design), maximalism, and altbashes (parties for life’s under-celebrated moments)
- Gen X is getting into hobbies and embracing work/life balance. More vacation searches, more complex recipes, and less hustle.
- Boomers are into kid stuff, indoor swings, arts & crafts, and interior design for pets (barkitecture).
READ THE PINTEREST PREDICTIONS REPORT
TIKTOK
And now, the moment you’ve all been waiting for: The platform where the hottest trends are born shared their top 5s of the year:
Top 5 videos of the year:
- @totouchanemu — Dancing with a drone made us stay for this one
- @nathanevanss — There once was a man... The Sea Shanty heard around the world
- @youneszarou — A tasty take on photography
- @cunhalucass — A casual trip to the aquarium
- @a.z.yx — BRB, changing my PFP
Top 5 creators:
- @khaby.lame
- @abbyroberts
- @BTS_official_bighit
- @thedutchgoalkeeper
- @angryreactions
Top 5 products that people bought because of TikTok:
- Magnetic Sticky Notes
- Laser Star Projector
- Skincare Favourites
- Hair Rollers
- Outfit Inspiration
Top 5 communities:
- #BookTok
- #SportTok
- #LearnOnTikTok
- #BeautyTok
- #NatureTok
Written by Conner Galway, Junction Consulting
