What’s Next
for Social Media?
@FalconIO
falcon.io events@falcon.io

Your Presenter.
Dino Kuckovic
Director of Community & Events
Falcon.io
@FalconIO #FalconEd #growwithsocial
@dinokuckovic
MIA.
CPH.

#Falconeers
1. Webinar PM & co-host
2. Event management
3. DACH regional specialist
I’m Hiring.
Community Marketing Coordinator - Berlin

Welcome & intro
The current situation
Moving into 2022
Audience Q&A
Today’s Agenda.

SETTING THE SCENE
What’s next (right now)?

Social media is no longer just a trend.

What it all means for brands.
Marketers on the digital frontlines.
Source:
Statista
3.6B
of global population
use social media
2.4 hrs
average time spent on
social media in USA
1.4 hrs
average time spent on
social media in Germany

Happening now.
What are we (supposed to be) working on?
• The return of traditional channels
• Ad spending across new platforms
• A refocus from short-term reaction to long-term planning
• Holistic measurement and agile planning are key
@FalconIO
#FalconEd
#growwithsocial

MOVEMENTS
What could social media look like in 2022 and beyond?

Decentralized Platforms
The name of the game.
• Skepticism in era of mass centralization
• In need of more democracy on user level
• Back to the roots? Freer space
1
Source:
Apple

Investing in Brands
& In
fl
uencers
Monetize in
fl
uence on social media.
• Brand equity no longer a foreign concept
• Average folks with equity investment
• Fans invest in what/whom they believe in
@trinidad1967
eye
cream
show
&
tell
on
TikTok
Why it worked? Raw, authentic, trusted,
brand relevant, advocate, in
fl
uence. The best
micro in
fl
uencer campaign that could have
happened to (brand) Peter Thomas Roth.
2

Cast your vote on-screen.
Q: What do you think about these
first two movements?

YouTube Most Popular
Downloads don't tell the full story.
• Attention spans not impacted by quality
• Lengthier product reviews
• Educate and inform
• Connect with the consumer
• Repurpose
3
81%
of US & German
population say they
use YouTube
@FalconIO
#FalconEd
#growwithsocial
Sources: Statista July 2021 & AppAnnie

FB & IG Still Important
Sales through social media.
• Social as a sales channel
• Inspiration from reviews & social proof
• Simpli
fi
ed shopping experience
43M
number of Facebook
users in Germany
26M
number of Instagram
users in Germany
Source:
Statista
July
2021
CLUSE
video
response
in
Facebook
DMs
Why it worked?
Personalized, quick
win, special occasion,
good replacement for
in-person shopping
experience.
4

Pinterest Still Here
Don’t underestimate its power.
• 14.1 million people use Pinterest
• Generate tra
ffi
c, leads & revenue
• Set it up as a search engine
5
Source; Statista July 2021

Professional LinkedIn
Target building professionals.
• Algorithm on our side:
• LinkedIn groups
• LinkedIn video
• LinkedIn UGC
6
Falcon.io
2021
Trends
Virtual
Summit
Why it worked? RSVPs show
up in-feed pushing this event
to a larger audience pool.

Undercover Boomer
A generation ignored by marketers booms on social.
• Older audiences getting involved
• Generational crossover and interaction
7
Source: Poundland Facebook
Why it worked? Casual UGC call to
action which was reciprocated with
proud picture sharing in-thread.

Nostalgia Marketing
Remember the good old times when…?
• Getting (or getting back) the audience’s
attention
• Features always work
• Digital promotions are cheaper
8
Source: Pizza Hut & Burger King

Cast your vote on-screen.
Q: Which of these eight movements will
dominate the scene?

1. Adopt a data driven approach to decisioning
2. Identify drivers and barriers to commercial
success from marketing activities
3. Set targets for commercial success and
simulate how you can achieve those targets
4. Plan for the future and make changes to your
media budget allocation
5. Execute revised marketing plans
do try this at home
Key Takeaways.

@FalconIO
#FalconEd
#growwithsocial

@falconIO
falcon.io events@falcon.io