A good digital strategy on social networks is the culmination of a reflection on an editorial line that comes in the creation of different content, which will engage and impact your community in order to increase and federate it. To achieve this, it involves staying abreast of new ways of communicating. On the formats that stand out and those that are running out. Let’s take stock of the trends:
Words have never taken on more importance than today.
For some time now, big brands on Instagram have been focused on the visuals and the aesthetic coherence of its profile. While we continue to encourage brands to always produce the best-looking content possible, statistics show that the power of image captions shouldn’t be an afterthought in your strategy.
Indeed, the average caption length has more than doubled since 2016, and posts with longer captions got the most engagements. This transformation from Instagram to micro-blogging is a trend that shows the desire of users to find a more human relationship on social networks. More and more influencers are betting on this strategy which is proving to be profitable and are even going so far as to think about the caption of their publication before the image. This is a radical change in the way of approaching its digital strategy and we encourage brands to follow this approach.
Authenticity as the only guideline
Authenticity and transparency were already major trends in 2021 – they should be even stronger in 2022. Many brands have integrated these notions into their strategic editorial line. Showing a more honest, real and vulnerable side of their brand is an axis that offers more positive feedback. It contributes to that stronger connection that users seek to build with the companies they follow. This need to build a more human relationship with its audience translates into creating content that incorporates emotions that were not initially associated with an editorial strategy for an organization and this “institutional” image. In any case, it is a profitable strategy for brands that take the “risk” of doing so. Twitch could be the perfect example – as streamers are always authentic and very clear about their intentions as they stream daily, weekly or monthly on a regular basis. Authenticity is the key to get Twitch followers in the most organic way.
IGTV: longer content, with more substance, for more results.
Video is the future of Instagram and a ton of brands are now creating long-form video content for IGTV to drive real business results.
The IGTV video format is very immersive thanks to the few recent improvements, more closely connected to Instagram. It is therefore much easier than before to show this type of content to your community. If you haven’t already, it’s time to jump on this trend to revive your audience!
This opportunity allows brands to create longer content without having to remain confined to the Stories format, which has the disadvantage of being short and ephemeral by definition. Many companies are therefore embarking on the creation of longer reports, documentaries, micro-series or even interviews, which today have the advantage of having a place in their own right on your profile, with the strength of being much more impactful than a simple image.