Inkundla yezokuxhumana iguqule umhlaba wokumaketha kwedijithali. Kokungcono noma okubi kakhulu, imele izindlela zokuxhumana ezikhethwa ngabathengi abaningi, ezokuzijabulisa, kanye nokufuna ulwazi. Kungakho amabhrendi amaningi amagange ukusungula ubukhona obuqinile benkundla yezokuxhumana - futhi kulezi zinsuku, kungenzeka athengise imikhiqizo namasevisi abo ngqo endawenikazi.
Iminyaka eminingi, ubuhlakani obujwayelekile bekungukuthi yonke imikhiqizo idinga ikhasi ku-Facebook, Instagram, naku-Twitter. Ngemuva kwalokho, i-Snapchat yaba inethiwekhi entsha eshisayo. Manje, i-TikTok. Ngaleso sikhathi, i-LinkedIn ivele njengenkundla ephezulu yobuholi bemicabango kanye nokumaketha kwe-B2B.
Ngeza ku-Pinterest, Reddit, Medium, Clubhouse, ne-YouTube, futhi kunezinketho eziningi ezididayo zenkundla yezokuxhumana - ayikho indlela ecacile "yokuwina" kunoma iyiphi yazo. Inkundla yezokuxhumana ingase idume, kodwa futhi iyashintshashintsha. Inkundla lapho umkhiqizo wakho ubusa i-niche yakho ngonyaka owodwa ingaba idolobha eliyisipoki ngokulandelayo.
Ngakho-ke, yiziphi izinkundla ezifanelwe isikhathi sakho esiyigugu namandla? Akuphi amakhasimende akho afanelekile noma amakhasimende okungenzeka kakhulu ukuthi azibandakanye nomkhiqizo wakho? Ingabe lukhona uhlobo lokubikezela phakathi kwamanethiwekhi omphakathi wezokuxhumana?
Ake siphendule le mibuzo ngokubuyekeza ukuthi ubani, nini, kuphi, futhi kungani abathengi besebenzisa izinkundla zokuxhumana ngo-2022.
Amathrendi okuziphatha enkundla yezokuxhumana ango-2022
Njengobukhona bedijithali obugcwele, amanethiwekhi omphakathi axhuma futhi alolonge ukuxhumana kwabathengi ku-inthanethi. Ukuqonda indlela abasebenzisi abaziphatha ngayo endaweni ngayinye kubalulekile ekuthuthukiseni isu elisebenzayo lokumaketha lenkundla yezokuxhumana. Nawa amathrendi okuziphatha esiwabonayo ka-2022 kanye nekusasa eliseduze.
Imidiya Yezokuxhumana Njengobufakazi Bomphakathi
Inkundla yezokuxhumana ayiseyona kuphela indawo yezithombe ozishuthe zona namavidiyo ekati ahlekisayo (yize lawo engakasuki). Namuhla, abantu bangena ezinkundleni zokuxhumana ngezizathu eziningi:
- Ukuze uthumele izibuyekezo zempilo
- Ukuze babelane ngokuqukethwe bakuthola kuthakazelisa
- Ukuze uthole izimpendulo zemibuzo yabo
- Ukujatshuliswa
- Ukuze uxhumane nabantu abafanayo
- Ukuze uhlole amabhrendi futhi ubuze imibuzo mayelana nemikhiqizo namasevisi abo
Esokugcina, ngokusobala, sibaluleke kakhulu ekukhangiseni kwezokuxhumana. Amaphesenti angu-XX amakhasimende azovakashela ikhasi lenkundla yezokuxhumana ukuze abuze imibuzo mayelana nemikhiqizo namasevisi awo. Kungumfutho wemvelo lapho sebevele bachitha isikhathi esiningi ezinkundleni zokuxhumana kunokubheka i-imeyili noma ukusesha iwebhu.
Amabhrendi amaningi aqaphele, esebenzisa amathuluzi emiyalezo aqondile epulatifomu ukuze aphendule imibuzo yamakhasimende. Ku-Twitter, izinkampani ezifana ne-PayPal zimise ama-akhawunti azinikele emibuzweni yasensimini.
Inkundla yezokuxhumana iphinde ibe lapho abathengi beya khona ukuze babelane ngemibono yabo ngomkhiqizo - kokubili okuhle nokubi. Amakhasi e-Facebook afaka isici esithi "Izincomo" esingaba umthombo omuhle kakhulu wobufakazi bomphakathi kubakhangisi.
Amathrendi Emidiya Yezokuxhumana nge-Platform
Ngokwesilinganiso, abathengi sebenzisa izinkundla zokuxhumana ezingaba yisikhombisa ezihlukene ngenyanga. Naphezu kwezibikezelo eziphambene nalokho, i-Facebook isalokhu iyinethiwekhi yokuxhumana nabantu ethandwa kakhulu emhlabeni, ene abasebenzisi abasebenzayo abangaphezu kwezigidigidi ezingu-2.9. Ukuxutshwa kwezixhumanisi ze-Facebook, izithombe, namavidiyo kubonakala kuheha abantu abadala abasebenzisa ngokuyinhloko njengomthombo wolwazi. Ngempela, Umuntu omdala oyedwa kwaba-1 ubheka izindaba ku-Facebook.
Kodwa-ke, abantu bachitha isikhathi esincane endaweni yesikhulumi bevuna izinkundla ezivelayo - ikakhulukazi I-TikTok, ekhule ngamaphesenti angu-105 kusukela ngo-2020.
Lokho kungenxa yokuthi i-TikTok ihlinzeka ngokuphakelayo okuluthayo kwamavidiyo afushane. Abathengi banamuhla banesikhathi esincane sokunaka futhi bafuna umvuzo ophezulu. I-TikTok iyinhlanganisela ephelele okuhlobene, okuqukethwe kwe-organic kanye nokubonwayo okukhuthazayo. Amabhrendi amaningi athola ukuthi inkundla ikhuthaza ukusebenzelana. Kuphinde kusize indlela entsha yokumaketha okuqukethwe: okuthunyelwe okugayekayo, okugxile kubantu esikhundleni semicabango kanye nezibuyekezo zenkampani. (Londoloza lezo ze-LinkedIn!)
I-TikTok ibheke kubantu abasha. Abasebenzisi bayo baseMelika ngokuyinhloko baneminyaka eyi-10 kuye kwengama-29, yize izinkulungwane zeminyaka ezindala kanye noGen Xers bayayithokozela iTikTok futhi. Izindaba ezinhle ukuthi amathuluzi okudala aqinile enkundla kanye nefomethi evumelana nezimo kwenza izinhlobonhlobo zokuthunyelwe kwenzeke. Amabhrendi amaningi azuza idumela elihle ngezifundo, ama-microdocumentary, izindaba zamakhasimende, nokunye okuqukethwe okuhehayo. Isibonelo, i-Chipotle ivame ukuthumela amavidiyo ahlekisayo aphefumulelwe ukudla, i-Guess isingatha izinselelo ze-TikTok, kanti i-San Diego Zoo yenza ama-reels ezilwane ezithandekayo (okuyinto eqinisekisiwe yegolide lenkundla yezokuxhumana).
Sekukonke, i-TikTok iqinise ukuguquguquka komhlaba wedijithali kokuqukethwe okusekelwe kuvidiyo. Amanye amapulatifomu alandele okufanayo: I-Instagram isebenzise amathuluzi amasha evidiyo futhi yalungisa i-algorithm yayo ukuze ithande ama-Reels kanye Nezindaba. Njengoba i-Instagram manje isiyingxenye yesikhulumi se-Meta, futhi incoma ama-Reels kubasebenzisi be-Facebook. Futhi ngisho ne-Facebook isiphenduke i-video-friendly.
Ngenkathi i-TikTok, i-Instagram, ne-Facebook zigxile kakhulu ekubukeni, i-Twitter ilokhu ithintana nemvelaphi yayo njengenkundla ye-microblogging. Amanye amabhrendi akhe ngempumelelo ukulandela okuthembekile ngokuthunyelwe okuhlekisayo, okungahloniphi ngezikhathi ezithile. Ungabheki okungaphezu kuka-Wendy noma u-Charmin ngenhlanganisela yokuzijabulisa yamahlaya e-offbeat namareferensi amasiko e-pop. Njengoba i-Twitter ingasindi ngamabomu, abathengisi bavame ukuthola impumelelo yabo enkulu ngokufaka okuthi “Like” kokuthi “Yazi, Njengokuthembela.”
Ama-Tweets ehliselwa phansi ngokushesha kokuphakelayo, ngakho-ke lena akuyona indawo yokuqukethwe okugxilile noma ukuthengisa okuthambile. Gcina ugxile kuzibuyekezo zesikhathi sangempela, ezokuzijabulisa, ukuzibandakanya, okuqukethwe okukhethiwe, kanye nezibuyekezo zesikhathi sangempela. Okokugcina, i-Twitter manje isiyinkundla ethandwayo yesevisi yamakhasimende. Akekho ofuna ukushayela inombolo yocingo noma ukuthumela i-imeyili. Ngaphezu kwamaphesenti angama-80 ayo yonke imibuzo yamakhasimende ezinkundleni zokuxhumana yenzeka nge-Twitter. Akumangalisi ukuthi imikhiqizo ehlanganisa i-PayPal ne-PlayStation idale ama-akhawunti e-“@Ask[Brand]” ukuze asingathe imibuzo nezikhalo.
Izingxoxo Zidonsa Ukunakwa Okuningi
Ngokusobala, izinkundla zokuxhumana bezilokhu zikhuluma ngokuxhumana kwabantu. Kodwa ezisekelweni eziningi, izinguqulo zakuqala zazingenzi lutho. Abasebenzisi bangene ukuze bashicilele izibuyekezo, mhlawumbe babeke amazwana kokuthunyelwe kwabanye, base bevalwa.
Namuhla, inkundla yezokuxhumana ingena cishe kuzo zonke izici zempilo yethu yedijithali. Ngaphezu kwalokho, silindele futhi silangazelela ukuhlanganyela. Okuqukethwe kwe-passive akwenzi kahle. Yingakho mhlawumbe Izinga lokuzibandakanya kwe-Instagram liphakeme izikhathi eziyisi-6 kune-Facebook, obekulokhu kugcizelele okuthunyelwe okumile nokuqukethwe okuhlala isikhathi eside.
Ngokungeziwe kokuthunyelwe okulungele ukusebenzelana nama-algorithms ku-Instagram, TikTok, naku-Twitter, sibona nezinkundla zokuxhumana ezisekelwe engxoxweni zikhula ngamanani. Kulezi zinsuku, izinkundla ezifana ne-Reddit, i-Quora, i-Clubhouse, ne-Medium seziba yizitolo ezintsha zabakhangisi bedijithali abafuna ukudala i-buzz ezungeze imikhiqizo yabo.
Reddit inguqulo yekhulu lama-21 yamaqembu ezindaba esikole esidala nezinkundla. Abasebenzisi bangajoyina “ama-subreddits” anhlobonhlobo, ngalinye elinikezwe itimu ethile. Nakuba ama-subreddits amaningi angakuvumeli okuthunyelwe kokuphromotha, amabhrendi amaningi athole ukubaluleka kokuxoxa ngezihloko ezifanele, ngaleyo ndlela azuze ukwethembeka kwababukeli bawo futhi aphakamise isibhengezo sawo ngobuqili. Futhi nge Abasebenzisi abasebenzayo abayizigidi ezingama-430 kanye nama-subreddits asebenzayo angaphezu kuka-130,000, maningi amathuba okuthola isixuku sakho.
I-Quora iyinkundla yemibuzo nezimpendulo evela njengesisekelo solwazi lomkhiqizo jikelele. Njengoba nje abasebenzisi bengena ku-Facebook ukuze bahlole ukubuyekezwa kwenkampani, bazophinde bangene ku-Quora ukuze babuze ngomkhiqizo noma imboni ethile. Abathengisi abaningi bangazuza ekuphenduleni imibuzo kule nkundla - eqhoshayo abasebenzisi abasebenzayo abangaphezu kwezigidi ezingu-300 ngenyanga!
Medium kanye nesincintisana nabo esiseduze, iVocal, banikeze amabhulogi endabuko ithuba lokusebenzisa imali yabo. Lezi zinkundla zokubhala ezintsha zengeza isici somphakathi ekuzishicileleni. Okuphakathi Abasebenzisi abasebenza njalo ngenyanga abayizigidi ezingama-100 bangakhipha ama-athikili abo, babeke amazwana kwabanye, futhi bakhethe amaqoqo. I-algorithm yomibili iletha okuqukethwe komsebenzisi kubalandeli babo futhi ikuncoma kwabanye ngokusekelwe kulokho abakuthakaselayo. Lokhu kushaya okukodwa-okubili kwenza i-Medium ne-Vocal ibe yinhle ekukhangiseni kokuqukethwe kwefomu elide nokutholakala. Imikhiqizo efana ne-Amazon ne-Starbucks iphendukele ku-Medium ukuze ikhulule izingcezu zokucabanga, izindatshana zokuthi kwenziwa kanjani, nokunye okuqukethwe okugxilile.
clubhouse iqondiswe kubathengi abathanda ukulalela amaphodikasti nokunye okuqukethwe komsindo. Nokho, le nkundla yokuxhumana ikuvumela ukuthi ungene engxoxweni. Empeleni inguqulo yomsindo yezingxoxo zesikole esidala. Abakhangisi bangakwazi ukwengeza inani kalula ezihlokweni ezikhona noma baphathe amagumbi abo lapho abantu bengangeza khona amanothi omsindo, imibono, nobufakazi.
Ngenkathi i-Clubhouse yayidume ngokuhlanya ekuqaleni kuka-2021, isibhengezo sayo sehle kancane, futhi akukabi igama lasekhaya. Nokho, isazuza ukunakwa okuvela kubasebenzisi abasebenzayo abangaphezu kwezigidi ezingu-10 njalo ngeviki. Uma imikhiqizo ingathola umphakathi ofanele ku-Clubhouse, kufanelekile ukucatshangelwa ngokuqala kwayo ingxoxo okulula nokuqukethwe okugayeka kakhulu.
Amathrendi e-Social Media E-Commerce ka-2022
I-E-commerce iyindawo egcwele kakhulu noma ngabe imboni, engenza kube nzima ukuthi imikhiqizo igqame esixukwini esikhula njalo. Njengoba amabhrendi aku-inthanethi kuphela athembele ekumaketheni kwedijithali ukuguqulwa, inkundla yezokuxhumana iyinkemba esika nhlangothi zombili kukhithi yabo yamathuluzi. Uma zikhangisa kakhulu, zihlukanisa amakhasimende azo afanelekile. Uma behlobene kakhulu, bangathola ukusebenzelana okuningi kodwa ukuthengisa kumbalwa.
Ukubuyekezwa okuphelele kwemikhuba yezentengiselwano yezenhlalo yango-2022 kungasiza abakhangisi bathole indawo yabo efanelekile kule makethe ematasa.
Abathengi Bazimisele Kakhudlwana Ukuthenga Ngezingosi Zokuxhumana
Iminyaka eminingi, okuqukethwe kokuphromotha bekuyihlazo ezinkundleni zokuxhumana. Ama-algorithms asusa ukubeka phambili ukukhangisa okusobala (ngaphandle uma umkhiqizo ukhokhele indawo yesikhangiso). Abasebenzisi bafunde ngokushesha ukungaziba izindawo zokuthengisa. I-Facebook ayizange ikwenze kube lula, yehlisa okuthunyelwe kwekhasi lemikhiqizo kokuphakelayo kuyilapho ilebula noma yikuphi okuqukethwe okuthuthukisiwe njengokuthi “Kuxhasiwe,” okwehlisa ukuzethemba kwabanye abasebenzisi ngobuqiniso bayo.
Namuhla, nokho, abasebenzisi bamukela kakhulu okuqukethwe kwe-e-commerce ezinkundleni zokuxhumana. Empeleni, U-70% wabathengi empeleni ubheka i-Instagram ukuze bathole ukuthenga kwabo okulandelayo. Futhi, izici zeMakethe ye-Facebook zenza kube lula ukuthi amabhizinisi athwebule ama-oda khona lapho endaweni yesikhulumi. Njengoba abasebenzisi bangahlola kalula ubufakazi bokuxhumana nabantu, banokuphikisa okumbalwa okumele bakunqobe ngaphambi kokuguqulwa.
Futhi njengoba kushiwo ngenhla, abathengi manje bathembele ezinkundleni zokuxhumana ezinkampanini zocwaningo. Bazobuyekeza i-Facebook, Twitter, kanye ne-TikTok yomkhiqizo ukuze babone ukuthi abantu bacabangani ngabo. Kungakho abakhangisi kufanele balondoloze ubukhona obusebenzayo, obubalulekile ezinkundleni ezikhethwa yizithameli zabo.
Ngakho-ke, yiziphi izibalo zabantu ezichitha isikhathi esiningi kuyiphi inkundla ngo-2022?
Amathrendi e-Social Media Demographic ka-2022
Kubalulekile ukuqaphela ukuthi inani labantu eliyinhloko lenethiwekhi yokuxhumana nabantu liyashintsha minyaka yonke. Isibonelo, ngenkathi i-Facebook phambilini ibibuswa izinkulungwane zeminyaka, ilahlekelwe izinkulungwane zeminyaka yabesifazane abancane kwamanye amapulatifomu futhi yazuza abasebenzisi abavela ezizukulwaneni ezindala.
Sekushiwo lokho, nanka amathrendi aphawulekayo ka-2022:
Emhlabeni jikelele, i-Facebook okwamanje idume kakhulu kwabesilisa abaneminyaka engu-25 kuya ku-34. Abesifazane beqembu leminyaka efanayo bayindawo yesibili enabantu abaningi kakhulu abasebenzisi. E-US, umkhuba uhlanekezela abesifazane nabadala, ngabesifazane abangaphezu kuka-64% kanye nama-41% alabo abaneminyaka engu-30-49 bancamela i-Facebook. Abasebenzisi bale nkundla baseMelika ikakhulukazi abamhlophe futhi bafundiswe esikoleni esiphakeme.
Twitter sika Izibalo eziphezulu zabantu baseMelika zihlanganisa abesilisa abamhlophe abaneminyaka engu-18-29, iningi labo abafundile ekolishi nabamhlophe.
Phakathi kwabasebenzisi baseMelika, Izibalo zabantu eziphezulu ze-Instagram ngabesifazane ikakhulukazi, abaneminyaka engu-18-29. Kuyafana nangeTikTok, eyabelana ngamaphesenti amakhulu abasebenzisi Abamnyama nabaseSpanishi nge-Instagram. Emhlabeni jikelele, iningi labasebenzisi beTikTok baphakathi kweminyaka eyi-10 neyi-19.
Lawa mathrendi ayizifinyezo zezithombe ezinkulu kuphela. Njenganoma iyiphi ingxenye yezethameli, izithakazelo zabathengi, izindinganiso, nokuziphatha kokuthenga kuthinta indlela abaxhumana ngayo nezinkundla zokuxhumana. Kuwo wonke u-Gen Zer ojoyina i-TikTok, kukhona i-Gen Xer elangazelela ukubona okuqukethwe kwevidiyo okuhlobene kakhulu.
Ubungcweti obuthile bubuye buziboleke kakhulu ezinkundleni ezithile. Isibonelo, abathengi abafuna isiqondiso sochwepheshe noma ugqozi lokudala kungenzeka bagxumele ku-Instagram noma Okumaphakathi, kuyilapho abathanda ukuzilibazisa noma abadali abavamile kungenzeka bakhethe i-Pinterest noma i-TikTok.
Njenganoma yisiphi isici sokumaketha kwedijithali, ukhiye uku yazi izethameli zakho kanye nokuqukethwe kobuciko okuhambisana nezidingo zabo kanye nezinto abazithakaselayo.
Isiphetho
Inkundla yezokuxhumana ingase ibe isilo esishintsha njalo, kodwa amathrendi aminyaka yonke eceleni, indlela yempumelelo ivamise ukufana: letha inani kubabukeli bakho abafanelekile, hlangana nabo lapho bekhona, futhi ushicilele ngokungaguquki. Melana nesilingo sokusungula ubukhona bomkhiqizo kuyo yonke inkundla eyodwa. Akunzima ukuphatha kuphela kodwa futhi kuqinisekisiwe ukuthi uzonciphisa imizamo yakho. Ngezinketho eziningi, kulula ukukhetha amapulatifomu aphezulu angu-2-4 azokhulisa umkhiqizo wakho.
Ngaleso sizathu, kubalulekile ukuthi ungabeki wonke amaqanda akho kubhasikidi owodwa. Noma ngabe inkundla yokuxhumana ibonakala ingunaphakade, kuhlale kunethuba lokuthi izongena ngaphansi kwayo. Indlela ehambisanayo, ehlanganisa iziteshi izogcina ubukhona bomkhiqizo wakho wedijithali busebenza kungakhathaliseki ukuthi kwenzekani!
Zama i-automation yokumaketha ehlangene, i-CRM, kanye nenkundla yokukhulisa abaholayo ukuze uhlanganise futhi uhlele okuqukethwe kwakho kwenkundla yezokuxhumana kuzo zonke iziteshi.
