2022 was an eventful year, even by social media standards. Recapping it requires a whole report’s worth of real estate. Planable and Wishpond’s freshly-launched ’22 Social Media Recap breaks down this wonderfully chaotic year in numbers. No less than 53 stats, social media trends, and takes collected from industry experts.

Oh, and this isn’t just any old report, oh no. We’ve delved into all the juicy details, from the emojis used most to caption lengths.

We even looked at the number of SMMs/brands. It’s a treasure trove of information.

⚡️ Explore the findings

• Klarna has debuted a Y2K-themed campaign starring Paris Hilton.
• The Grammys drew 12.4 million viewers on Sunday, the most since 2020.
• Disney to lay off 7,000 people amid massive subscriber and revenue losses.
• Twitter Blue subscribers can now post tweets up to 4,000 characters long.
• New ways to create quick campaigns on TikTok.
• YouTube will now enable brands to buy specific time slots around major events. 
• Instagram’s founders return with a new social app. 

Snapple, which has been printing “Real Facts” beneath its bottlecaps for 20 years, is now inviting fans to create their own through the generative AI tool ChatGPT.

The Snapple “fAIct” Generator asks users to input an adjective and a subject, and the technology from OpenAI will generate a fact combining them. Users can share their facts online, and some may make it to bottle caps in 2024, the brand said. Snapple worked on the stunt with agency Deutsch LA.

Commercial Creator team tried it out and asked for a weird fact about dogs and got: "Dogs can learn to dance to disco music."

Keurig Dr Pepper, the owner of Snapple, said most of its press release about its fAIct Generator was written by ChatGPT, but admitted it made “light edits to make it more Snapple-y."

The Super Bowl has meant cheaper ad rates on Twitter. Is this enough to persuade major marketers to jump back onto the wobbly platform?

Twitter has been ramping up its Super Bowl pitch to advertisers, offering a last-minute deal on one of its most high-profile, big-game ad packages, according to an email viewed by The Wall Street Journal. It is also telling advertisers that the number of conversations on its platform about the Super Bowl and the National Football League is up significantly from a year earlier, according to other emails sent to advertisers and ad agencies.

Twitter recently began offering a three-day Super Bowl Weekend ad package for $250,000, a deal the company called a “fire sale,” according to one of the emails viewed by the Wall Street Journal.

Read on Wishu

Pinterest wants in on the short-form video gold rush, and it’s willing to pay publishers big to do it — just take its recent deal with Condé Nast.

Condé Nast agreed to 160 exclusive videos for Pinterest produced by Condé Nast’s iconic brands: Vogue and Architectural Digest. The content, which will live on Pinterest, will explore Pinterest’s key seasonal and cultural tentpoles, including fashion month, wedding season, summer and back to school. Some videos will even be shoppable. Pinterest and Condé Nast’s exact financial agreement was not clear.

Pinterest is betting that this content will pay for itself. Good content keeps people engaged on a platform for longer, and the more this happens the more money a platform like Pinterest can make on the back of it.

So far the plan appears to be working. Pinterest’s supply of videos rose 30% quarter on quarter, per its latest earnings update, which didn’t provide exact figures.

Pinterest plans to strike video production deals with more publishers this year just as it plans to do the same with brands and creators.

It seems like in this difficult economy brands are mugging creators off when it comes to what they’re paying for UGC (user generated content). As a result, creators are frustrated.

Nevertheless, there are some creators encouraging others by saying that if you pitch yourself well, you can secure the dollar.

Bousquet, who has 24,000 Instagram followers, usually charges a minimum of $300 to create a single UGC video for a brand.

“As a creator who has created high-quality content for brands for over five years, it’s a slap in the face to get an offer that barely even covers the cost of lunch,” she told Insider.

To clarify, there is a difference between sponsored content and UGC. Sponsored content is where an influencer posts a video on their own page featuring a brand’s product. UGC is where a brand literally casts a TikTok creator (who could have 1,000 followers or 100,000) to make a piece of content for the brand’s own page.

Therefore, because it’s so easy to start pitching yourself as a UGC creator to brands, inexperienced new entrants have flooded the market, with some of them accepting very low fees...

Read on Wishu

• Who are Gen Z’s favourite brands right now? (Wishu)
• Do consumers value consistency above creativity in 2023? (The Drum)
• 3 Super Bowl advertisers winning the digital content game. (Adweek)
• Super Bowl 2023 commercials released so far. (AdAge)