Meta recently announced the top trends content creators should focus on in 2022. So let’s dive deep into each one so you can make the most of them this year.
Meta Marketing Trend #1 Tell The Story Behind Your Product/Service
Young people want to know the story behind your product. Diving deeper into the “how” behind your services forges a deeper connection with your audience and encourages sales.
For example, you could create a Reel to explain how you made a dress you’re selling. You could discuss materials, sustainability, and anything else involved in the process.
Other ways to tell a product’s story include
- A Live Q&A to answer questions from potential buyers in real-time
- Quizzes in Stories to reveal exciting trivia about your company
Getting your story into every aspect of your content will help shoppers feel more connected to your brand.
Instagram’s tag products feature is handy for this purpose. You can tag products in all content, directly linking any post to a selling opportunity.
How to Tell Your Product’s Story
Your product’s story must speak to customers and grab their attention. Crafting an engaging story is the key to connecting with customers.
Here’s how to make your product story effective in Meta marketing:
1. Don’t Just List Out Features
Many brands list out cool features and expect sales by amazed customers. Unfortunately, those brands forget that customers see this same pitch every day.
Customers don’t wake up and decide to buy a product for no reason. So while your product might have neat features, that’s not enough to make them care.
2. Target Their Situation
Your Meta content needs to target your audience where they are and explain how your product will improve their lives.
For example, a yoga mat may target instructors frustrated with their current mat. You could show videos of instructors explaining why your mat has been a drastic improvement over their old ones.
3. Tell Your Story Often
Many firms in Meta marketing think they need to come up with new stories for each product. But that’s not necessary; consistency is key to great storytelling.
Retell your company’s story in all your content.
For example, imagine you sell blenders designed to make healthy smoothies accessible for all. Emphasize that mission of accessibility in all your Meta content, be it Reels or regular posts.
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4. Consider the Questions Customers May Have
In the online space, you’re competing with thousands of different brands. As a result, customers confused about your content will find a competitor expressing itself clearly.
Provide as much information as possible to prevent confusion from happening. Think about:
- Where is the product made?
- What are the product’s dimensions?
- How much does the product weigh?
- What are the product’s materials?
Firms who proactively answer customer questions in their content will have a huge lead over firms that don’t.
5. Show Rather Than Tell
Don’t make Meta marketing content saying how great your product is without showing why. You should always explain why your content helps customers, rather than just saying it without proof.
For example, don’t just say a phone case is “amazing.” Instead, explain why its durability, stylishness, and functionality will define your customer’s best phone case.
6. Proofread Your Content
It’s easy to make typos and mistakes, but they can make your content look unprofessional. So check over all your content twice before posting.
Better yet, have someone on your team review any content before publishing. An extra pair of eyes on your content provides an opportunity for better ideas.
Meta Marketing Trend #2: Bold Fashion and Clean Beauty
Meta noted that half of all young adults would try bold fashion and want clean skincare in 2022.
What is Bold Fashion?
Bold fashion styles use vibrant colors, prints, and embroidery to display vitality, confidence, and style. Young people want to use bold fashion to stand out from the crowd and make a visual statement about their personalities.
Bold fashion should lead to bold marketing. Think about ways you can stop the scroll with bold messaging, brand colors, Reels, and more.
What is Clean Beauty?
According to Martha Stewart, clean beauty “uses nutritious, plant-based ingredients as much as possible, and safe synthetics as necessary for preservation or performance.” Young people pursuing clean beauty want to rid their makeup cabinets of unnatural makeup that hurts their health.
Young people are becoming more conscious about how synthetic materials can hurt their skin. We’ve seen this health consciousness expressed in everything from food to fashion.
Now that the health trend has hit the makeup scene, it’s time for beauty brands to get their act together. First, work to rid your health products of synthetic, toxic chemicals. Then, advertise this health focus loud and proud to your audience.
If Meta’s marketing insight is correct, you’ll find eager consumers in young adults looking to cut toxic chemicals from their health routines.
Meta Marketing Trend #3: Music
Like with TikTok, using music is an essential part of publishing Reels short-form videos. The music functions as a hashtag when you publish a Reel using a particular song. That “hashtag” functionality nets your firm more reach due to the interest in that song.
You’ll often see TikToks and Reels featuring popular songs in the video with the songs muted. They’re making that strange decision so Meta will promote the video to people interested in the song.
Teens want to see more dance challenges in 2022. Your business can capitalize on dance trends by participating in existing ones or creating your own.
The popularity of dance challenges has spawned a new stream of social media marketing called “dance marketing.” Firms incentivize consumers to get involved by offering discounts and other rewards for participating.
When a consumer joins in the challenge, Meta video shares their Reel with the participant’s followers. That creates a massive reach potential for companies creating fun, engaging dance challenges.
Meta Marketing Trend #4: Micro-Influencers
Social media users agree that micro-influencers are integral to creating new trends. Meta agrees, emphasizing the connection between micro-influencers with engaged audiences and people with common interests in Meta marketing.
What is a Micro-Influencer?
Micro-influencers are people with a small but respectable social media following, usually between 10k and 100k followers.
A micro-influencer is often part of a niche community. Examples of niche communities include:
- Gamers in a smaller country
- Crossfit enthusiasts in Los Angeles
- Freelance writers
…or any other unique social group. Micro-influencers tend to be cultural gatekeepers in these smaller communities, making them especially valuable to marketers.
Advantages of Using Micro-Influencers
Micro-influencers have several key advantages over macro-influencers. Due to these advantages, marketers often use micro-influencers instead of larger accounts to reach their target audiences in Meta marketing.
1. Greater Approachability
Micro-influencers are often more approachable than bigger personalities. That approachability makes for more meaningful – and thus higher-converting – interactions with their followers.
2. Higher Engagement
As a result of their stronger relationships with their audiences, micro-influencers have higher engagement than macros.
It’s not hard to see why; macro profiles have too many followers to keep up with at scale. Micro-influencers can respond to comments and DMs personally and create trust with their audience.
3. Easier to Work With
Because micro-influencers run a smaller operation, they’re more open to your recommendations. Big profiles might have a strict routine for sponsorships, while micros are more flexible.
Additionally, macro-influencers may work under an agent, which makes it difficult to chat with them. But micros manage themselves, so there’s no barrier between you and them.
4. More Cost-Effective
A micro-influencer typically charges less than larger social media influencers. Their lower pricing and higher engagement can make for a cost-effective marketing tool.
Meta Marketing Trend #5: Integrating Holistic Wellness Into Your Content
While at-home exercise took off the past couple of years, wellness is moving out of traditional exercise. Consumers want to lead well-balanced lives and develop their creative interests.
Companies that spark creativity and lead the way in wellness will build deeper relationships with their audience in Meta marketing.
What is Holistic Wellness?
“Holistic wellness” is commonly used to describe alternative medicine. However, recently another definition has emerged referring to a person’s health across their entire life.
The National Wellness Institute (NWI) sees holistic wellness as a six-dimensional:
Many also consider financial wellness as a seventh aspect of holistic wellness.
In any case, your brand should think about creating content centered around wellness. Examples of holistic wellness content include:
- Staying calm at work
- How to manage large workloads
- Calmness exercises for stressful parts of the day
…and anything that helps your audience lead a healthier life overall.
Ultimately, Meta wants you to produce content involving your audience and engaging their creative side. Behind each of the trends above is the idea of reaching your audience on a deeper level.
If you can engage your audience and form meaningful connections, you’re bound to find success this year.