Social Media Tracker: Trends we expect operators to follow in 2022

Social media has become a key part of any marketing strategy across a variety of industries – including igaming. Operators have been using their social channels to get the attention of players for quite some time and often, following the latest trends is the best way to go. With 2022 just around the corner, we thought we would look at some of the key trends that we expect igaming and sports betting operators to follow next year.

Short-form video content

Did you know that around 84% of people have been convinced to buy a product or service based on a brand’s video? Additionally, 71% of Gen Z spends more than three hours per day watching videos online. So, if a brand is not using video content to target their players, they are missing out on potential engagement. Short-form video content is something that has strengthened in 2020 and in 2021. We expect this to continue across 2022 with a larger focus on Instagram Reels and TikTok for igaming brands. We have already seen leading brands such as Gala Bingo make use of short-form video content to attract players. Short ads that get straight to the point, while remaining compliant, can be very effective. For igaming operators, short-form video content can be leveraged in a number of ways. For example, clips of games can be shown, alongside an offer in a digestible format. Additionally, winners could be celebrated in short bursts online.

User-generated content

Many marketing specialists have started to suggest user-generated content is going to be key over the next few years and we tend to agree. Yes, any igaming operator should have strong branding to stand out from competitors but often user-generated content is key. Did you know that 92% of consumers turn to people they know for referrals above any other source? Additionally, around 84% of consumers say that they trust peer recommendations above other forms of advertising. With igaming, it isn’t always easy to post user-generated content but it is possible. As long as the regulations are being adhered to, operators could feature some players who send in content of themselves playing the games. Additionally, competitions can be hosted on social media that ask players to get involved by commenting with a photo. We’d like to see more operators get involved with this kind of content in the coming year.

Behind the scenes

One thing that changed about the way that companies market themselves on social media throughout the pandemic was a switch in the corporate nature. More brands started to present a ‘behind-the-scenes’ look at the company with a focus on culture and promoting staff safety. We started to see inside the homes of staff, video content filmed at home and much more. While this isn’t something that is always easy for igaming operators to achieve, a ‘behind-the-scenes’ look can be extremely effective. Igaming brands should be fun and welcoming, rather than corporate and private. So, in 2022, we expect to see more brands starting to let players into the company and into the lives of those who run the social media accounts. Take tombola, for example, which recently ran a campaign for Safer Gambling Week. Within this campaign, the tombola team filmed video content discussing the tools that are on offer. This adds a face to the brand and allows players to connect with the team. We expect to see more of this in 2022 as other brands take the lead from tombola.

Social media humour

Finally, we predict that more igaming brands are going to start to incorporate humour into their content, in order to boost engagement. Over the past year, more brands – including those outside of the industry – have changed their tone and it has worked. The truth is that funny posts are more likely to go viral – as are mistakes. While a funny post might not result in a player signing up right away – it can build the brand online. According to Sprout Social, after following a brand on social media, around 91% of consumers will visit the brand’s website or app. Additionally, around 89% will buy from the brand. In this case, it pays to be engaging and followers can eventually result in a sign-up or deposit. One brand that is already focusing on humour over sales is Paddy Power. Known for its cheeky nature online, Paddy Power has over 1.5 million likes on Facebook. If you take a minute to look through Paddy Power’s Facebook page, you’ll see a range of posts that get hundreds of likes and shares. These posts include memes and funny captions to accompany news articles.

How can you leverage these?

Trends come and go but we are sure to see some content focusing on short-form videos and digestible content in general. It is up to igaming operators to remain ahead of the crowd in order to connect with their audience and result in sign-ups or deposits. If your audience isn’t engaging with your content, they are unlikely to be clicking through to your site. Think outside the box, introduce your team and allow your players to share the spotlight. This should help you to leverage social media trends in 2022. Sharon McFarlane is the managing director of Digital Footprints – a digital marketing agency that specialises in igaming. She has eight years’ experience in the industry and has contributed regularly to industry magazines and conferences sharing her expertise on all things digital marketing. Her company (www.digital-footprints.co.uk) offers an outsourced solution for igaming businesses when it comes to content marketing, social media, UX design, website design, branding and conversion rate optimisation.