Meta just published the second edition of its ‘Culture Rising’ report, which looks at the latest key emerging trends, based on the analysis of millions of conversations across Facebook and Instagram, along with additional insights from a global survey into 20 key shifts. Meta’s new 59-page report includes, as you’d expect, a metric crap ton of notes and insights on key developments, which could help marketing teams refine their approach, thus maximizing reach and resonance in their campaigns.

On The Rise

You can check out the full report here. Instead, we’ll be stripping things down to their bare bones in this piece, taking a look at the most notable highlights. To start, the report is separated into four broad trends:

  • Exploratory Identities

  • Refined Relationships

  • Assertive Aspirations

  • Lived Values

Granted, these are some fairly broad topics of focus, but each element does include various subtopics that are seeing significant conversation growth. Each topic features a breakdown of key conversation elements, along with a measure of their relative growth in discussion.

Of course, it wouldn’t be a complete report without at least one mention of Reels. The chart speaks for itself, but you have to admit, a +646% YoY growth for #ReelsQuotes is impressive. True enough, all Reels usage has more than 100% YoY growth, proving the medium’s popularity and the prevalence of short-form, in general.

While it hasn’t been mentioned in a while, Meta also took the opportunity to again highlight the potential of the Metaverse, supplying a couple of insights into perceptions. Gen Zers seek beauty freedom in the Metaverse, with 46% of them seeing their appearance as an important part of their identity. In the Metaverse, only 28% of Gen Zers feel a person’s avatar needs to reflect their physical features. In terms of opportunities, 63% wish there was a better way to connect with people, while 71% wish there was a way to have more engaging community experiences online.

The Wrap

At 59 pages, it’s only natural for a heap of insights to be found, with each topic including a range of notes and data-backed insights on who’s paying attention and what they’re interested in. Some of these trends should relate to your brand, in a way or two. While some of these might be out there and radical, there will certainly be relevant pointers for your approach, including notes on what different demographics are seeking, and where your marketing should be looking to connect.

Sources

http://bit.ly/3misTvi