Muve’s Media Predictions For 2022
The media industry is constantly changing, and new media trends pop up all the time. What new innovations will be brought to bear? What will the media landscape look like when the calendar reaches January 2023? Here are our media predictions for 2022.
Targeting Without Cookies
A major media prediction for 2022 concerns the changes that will occur with the cookie. Cookies – small files websites send to users to monitor them and remember information – have played a huge role in personalised tracking for businesses over the years. However, tech players like Google are now cracking down on the amount of power that cookies have. It is all part of the effort to improve user privacy and safety. The third-party cookie, which is not generated by the website you’re visiting but rather by third parties (primarily for advertising purposes), looks doomed.
This will cause problems for many businesses that use personalised tracking. So, companies will need to use new forms of advertisement tracking. For many of them, it will be the only way to continuously get data on views and conversions.
It seems clear that contextual advertising will take over as the dominant use of tracking and targeting users. This is already being done on Facebook and Twitter. They ask users multiple questions such as which topics they prefer, to ensure data is still collected and actioned upon.
Increase in Virtual Interactions
Video calls and virtual events have been extremely popular over the last two years. They’re going to lock themselves in permanently in 2022. Facebook has recently rebranded to Meta and created the Metaverse. This is a virtual interactive world that will be used to connect and collaborate with others online better than ever before.
What’s more, virtual reality isn’t just stopping at social media. Many new fitness apps come with VR integration to provide that extra feeling of “real world” exercise. They help spur people on when on their exercise bike without ever needing to go to the gym.
In 2022, virtual events are likely to settle on a hybrid approach, where you can either attend in-person or online. This gives people more flexibility and reducing no-shows. There might well be a hunger to return to in-person events due to “Zoom” fatigue. But, 2021 stats show that 59% of people would rather attend a virtual event. With continuing concerns over new Covid variants, we predict the media world will see an increase in virtual interactions in 2022.
Streaming is Still the Way Forward
One of the safest media predictions for 2022 is the continuing rise of streaming. Streaming is still king and is set to get even bigger through next year. One example of this is Disney, which is set to spend up to $33 billion on streaming content in 2022. SkyShowtime is also set to be released in 2022. This will further ramp up the competition that was previously dominated by Netflix and Amazon Prime.
However, increasing expansion will lead to some interesting issues. As the number of different streaming services available increases, customers have to increasingly pay for many more services. When will they draw the line? Not yet, but as the market evolves, this will lead to the rise of niche-interest streaming services. Additionally, services offering ad-supported but lower cost or free options may start to make serious inroads. A recent survey found that 46% felt a low price was reason enough to change streaming services.
Social Media: Increasing Problems With Trust & Regulation
Social media has had a strange time of it during the pandemic. It has proved an essential tool for all generations to communicate with each other and get the latest news. Social media is now more powerful than ever. But it has also provided a platform for an explosion in misinformation and the publication of hateful views. The social media giants have been unable to get control over these issues. Partly due to these very public controversies, users have begun to discover what happens with their data.
This has all combined to cause a large-scale reduction of trust in social media. This has not only affected the user, but brand owners too. Recently British cosmetics retailer Lush chose to close their Facebook, Instagram, Snapchat and TikTok accounts for ethical reasons. Social responsibility is becoming ever more important to users and businesses. With the inability of the platforms to cope with this, 2022 will likely see trust erode even more.
Adding to these pressures is that governments are finally looking to strip the power social media giants have amassed. Regulation is coming, and 2022 will see major moves to control social media by authorities. The UK’s proposed Online Safety Bill, which aims to implement penalties to platforms that don’t control their content, is likely just the start. Choppy waters are likely ahead.
Stay On Top Of These Media Predictions for 2022
As you can see, media is always on the move, and new trends routinely and speedily emerge. Predicting the future in the media world can be difficult. However, it’s fascinating to follow the developments in these exciting and fast-moving times.
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