Six Big Digital Trends to Watch for in 2022


According to recent McKinsey research, 2021 was a year of transformation: people, businesses and society began to look forward to influence their future rather than survive the present. It was the year that hopes for herd immunity, an end to pandemic lockdowns, and a return to normal have been dashed, at least for now. And aside from the Great Social Media Resignation, which saw exhausted Gen Z workers announce they quit their jobs via TikTok and Instagram, the rise of non-fungible tokens (“NFTs”) and the introduction of the metaverse, the i space billionaires were richer and more productive than ever in business and technology.

It is difficult to make accurate predictions in the unpredictable environment we have experienced for the past two years; the coming year will undoubtedly bring many surprises. However, here are six digital trends that will affect life in 2022 …

1. Social media: more privacy, quality and algorithm changes

The platforms will focus on privacy and the quality of content in feeds. Despite recent public criticism, Facebook is likely to grow in terms of members and revenues. With an eye to privacy and content quality, all major social media platforms will likely have updated their privacy policies and optimized their algorithms by the end of 2022. All the while and due to the demand for strong and engaging content , a new tribe of creatives influencers will grow rapidly and impact branding and engagement.

Thanks to the growing popularity of short-form video content, Instagram and TikTok are likely to see an increase in ad spend in 2022, and Instagram will continue to grow beyond its 50% ad revenue share. Underused social media marketing components like customer service and relationship management will soon thrive on these platforms.

2. Enter the Metaverse: From the 2D Web to 3D

Mark Zuckerberg announced a corporate name change to “Meta” in October 2021, indicating the former Facebook, Inc.’s desire to shape the transformation of the metaverse. The term refers to the possibilities of virtual and augmented reality. Users can interact, socialize, explore and create content in the virtual environment and monetize their virtual transactions using blockchain technology and cryptocurrency. The metaverse (or Web3) is inherently tied to NFTs and cryptocurrencies, which help market interactions by creating or selling digital artifacts. In 2022, Web3 is expected to be a major commercial issue and is supported by major brands including Nike, Adidas, Gucci, Dolce & Gabbana, Burberry, Microsoft, and others.

3. Accelerating the growth of cryptocurrencies and NFTs

The adoption of non-fungible tokens (“NFTs”) has increased significantly in 2021 and will continue in 2022. A new mechanism for exchanging value in the global online economy (and one of the most important digital trends of the last year), NFTs have the potential to change the value and function of digital assets and works of art, including by allowing artists to collect resale royalties. The Frankfurt School’s Blockchain Center predicts a $ 1.5 trillion market for tokenized assets in Europe over the next three years, with real estate, debt, bonds, stocks, virtual art, and even tangible collectibles among the asset types. which can be linked to NFTs.

4. Growth of artificial intelligence

AI could change the way we conceptualize, create and enjoy food – or fashion – or look for work. Michael Spranger, COO of Sony’s AI team, explains that the manpower shortage has led many organizations to use AI to broaden the way they evaluate and evaluate candidates. He also notes that some of the most interesting applications of AI in gastronomy will improve the imagination and creativity of chefs and culinary experts beyond what is possible today. And robots like Flippy are already turning burgers at McDonalds and other restaurants.

5. More connectivity = more digital transformation

5G and the new Wi-Fi 6 standard will enable faster connection, which is crucial if the world is to embrace these new digital trends. Jerry Paradise, vice president of product management for Chinese technology company Lenovo, said that 5G and Wi-Fi 6 are not just about speed: “Future applications will include smart cities, the Internet of Things and vehicle-to-vehicle communications. vehicle, which would ideally improve traffic flow and safety “.

According to Lenovo, working from home will become more “hybrid” as consumers and organizations continue to think beyond the office. The vast majority of IT executives plan to work outside the office in the future, with smaller, smarter devices as well as wireless and noise-canceling headsets. And in that sense, hybrid employees are expected to participate in video meetings and conduct phone calls not just from their home office, but from anywhere.

6. New job, new skills

With the job set to change, skills will presumably be next. According to the World Economic Forum, in 2022, new jobs will represent 27% of the employee base of large companies, while technologically obsolete positions will decline from 31% to 21%. A shift in the division of labor between humans, computers and algorithms has the potential to remove 75 million current jobs and generate 133 million new ones.

Data analysts, software and application developers, e-commerce specialists and social media specialists will continue to be in high demand, even for retail companies. Meanwhile, many “human” jobs, such as customer service, organizational development, and innovation management, are expected to grow. So far from “taking the job”, AI will create jobs and secure employment in a number of different industries and further accelerate broader digital trends.

According to Tzanidis is Senior Lecturer in Digital Marketing at the University of West Scotland.

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