This Thursday (17), Meta released the Culture Rising: 2022 Trends Reporta first-of-its-kind study conducted by Meta’s marketing research and insights team, Facebook IQ, on the major changes in society and culture that are shaping the future of shopping and commerce.
The survey reveals conversations that have gained traction on Facebook and Instagram and is based on analysis of over 600,000 unique conversation topics and a survey of 36,000 people using these platforms.
Check out the main topics of the study:
- Brands will more openly embrace activism, partnering with relevant communities and using their voices to amplify pride, encourage acceptance and drive real change: Globally, 47% of respondents say society is more inclusive now than it was a year ago, especially Generation Z Millennials. More than ever, people are openly talking about LGBTQ+ pride, Black Awareness Month and other cultural celebrations.
- Traditional brick-and-mortar stores have adopted a hybrid model that more tightly integrates digital with in-person, as in-store shopping returns while e-commerce remains strong.
- Instant shopping: There has been a huge increase in online shopping, use of retail apps, in-store pickup and QR code use. The groups most open to new shopping experiences are parents, higher income groups, couples and women.
- Growth of searches by topics and hashtags:
- QR Code (FB): +223%
- #LiveShopping (IG): + 90%
online entrepreneurship
Online entrepreneurship has also gained importance, especially after the arrival of the pandemic, in March 2020. Small and medium-sized companies began to look to social platforms as a safe alternative to reach customers and also to sell more.
E-commerce has become fundamental in the fight for survival and many companies not only kept their doors open, but also increased their revenue due to the use of digital tools.
According to the 2022 Trends Report, 69% of small and medium-sized businesses worldwide reported that digital tools have positively impacted their business during the pandemic. As a result, attention to digital marketing and social networks has gained relevance, as can be seen in the increase in searches for related topics:
Topics and hashtags that had the most search growth in the last year:
- Marketing Digital: +79% globally off Facebook
- Entrepreneurship: +56% globally not Instagram (vs. 87% not Brazil)
- Entrepreneurial women: +54%globalmenteno Facebook
Check the full report on here.
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