Events

The CTA recap: Instagram and Mindshare execs join Marketing Brew for a convo on 2021 trends

Plus, tips on planning for the year ahead.
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Francis Scialabba

· 3 min read

2022? In this economy?! We kid. Welcoming the new year doesn’t have to feel so daunting, even if you’re already dreaming of the half coma the industry slips into between Christmas Eve and New Year’s.

Last week, Marketing Brew editor Minda Smiley chatted with Instagram’s global product marketing manager, Patrick Sofen, and Mindshare’s executive director and solutions officer, Sean Clayton, about how they’re planning for the year ahead, what they’re keeping their eyes on, and a look at some trends they believed were overhyped and overlooked in 2021.

Below is our recap of the event, but you can watch the full thing here.

Some numbers from the ’Gram

The pandemic clearly threw gasoline on the e-commerce bonfire, and Instagram’s been there to reap those sweet toasty marshmallows; according to Sofen, there are now roughly 300 million shoppers across Facebook and Instagram per month.

  • To take advantage of this, Instagram debuted its Checkout feature in 2019, allowing shoppers to make their purchases without leaving the app. Instagram also allows brands to include product tags in ads to drive traffic toward those in-app purchases.

“This digital storefront that we’ve now created is really replacing what I think was previously done as window shopping. That’s an exciting new trend that I think will only continue to accelerate,” Sofen told Marketing Brew.

Bad news

Clayton said Mindshare has been alerting clients to be wary of buying ads across what he described as “fear-based” media channels, pointing to the news as an example. Though it may reach (and you know, inform) audiences, the bad vibes might be unsafe for a brand concerned about its image.

  • According to Clayton, “People are going to associate bad news with what you stand for” as a brand.
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To address this, Clayton said Mindshare conducts exercises with brands to determine what they stand for—and if that lines up with their media buys. “When they do align with it, great,” he said. When that’s not the case, Mindshare sees if there’s “a way that we can start adapting the creative to make sure that the creative aligns more to pulling people into the space that your brand stands for,” as opposed to the content on the channel.

Overlook + overhyped

Before closing the show, Smiley asked each marketer which trends were overlooked and overhyped this year. Here’s what they said:

From Sofen

  • Overlooked: Per Sofen, Instagram believes that creator monetization has been overlooked, so naturally, it’s trying to be the platform for creators to earn a living on. “We’re investing over a billion dollars by the end of 2022—through a number of different programs, including production of Reels content—back into the pockets of creators,” he told the audience.
  • Overhyped: Social audio. No kidding.

From Clayton

  • Overlooked: Web3. “If you’re not considering it as part of your brand, or as a marketer...you’re way behind,” Clayton said.
  • Overhyped: The death of the third-party cookie. “We went a little crazy at the beginning of the year...it was a little overhyped in my opinion.” We regret nothing.—RB
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