Marketers always need to stay on top of new and emerging trends that could completely disrupt the industry, including consumer, digital marketing, and traditional marketing trends. While you can expect most of the popular trends from the last few years to stick around a while longer, there are many new things to consider to help you keep your business in front of its customers. Additionally, marketers in 2022 will have to learn from mistakes made in 2021 and the consumer trends that came out of the pandemic. Here are marketing trends to keep an eye on this year.
1. Short-Form Video
For years, social media has been an important part of every digital marketing strategy, and 2022 will be no different. While Facebook remains the most popular network, marketers are still investing money into short-form video platforms, such as TikTok and Instagram. As TikTok and the wide adoption of Instagram Reels comes into play, marketers must focus on creating short, snappy videos to catch consumers’ attention.
Of course, there is tons of competition vying for attention on social media, especially TikTok, whose content creators are all digitally savvy and may even be able to make better videos than your marketing team.
2. Influencer Marketing
While TikTok remains popular, you can expect more influencer marketing through the platform. Traditionally, when marketers think of influencer marketing, they’re thinking of Instagram because it’s the number one platform for influencers. However, as more marketers notice all of the famous TikTok stars, they’ll start thinking about ways to reach video-based influencers.
Influencer marketing has remained popular for years, even though the pandemic, with many businesses even working with micro-influencers. We expect micro-influencer campaigns to become even more popular for small businesses that don’t have a large enough budget to work with celebrities. However, micro-influencers can impact a marketing strategy because they have a focused audience that’s fully engaged in their content.
3. The Metaverse
And speaking of social media, we can’t leave out the Metaverse. While this includes Facebook, the Metaverse also refers to augmented reality, virtual reality, avatars, and video. The Metaverse is generating a ton of buzz, and businesses should think about how it can fit into their strategies.
4. Social Commerce
Brands can also take advantage of social commerce, allowing consumers to shop directly on social media. Social commerce is becoming more popular because it shortens the distance from brand awareness to conversion, giving marketers a new way to get products in front of customers. Something as simple as launching an Instagram shop can help brands increase referral traffic and sales.
5. Simple Content
All marketers understand the importance of content, but 2022 will shift to simpler, more specific content on websites. The internet is flooded with information, giving your customers a list of content to choose from, so it’s essential to make yours stand out.
To stand out, you can forget about flowery web copy. Instead, remain transparent with your content to tell customers what you do and why it matters. None of your content should be complicated; instead, aim for straightforward, clear content for a more effective reach.
6. Gender Neutrality
Many brands have started releasing gender-neutral products, and inclusion is not a passing trend. Inclusion should be part of every effective marketing strategy, in print, online, and in-store. This year, we can expect to see more brands make efforts in their marketing to prevent alienating customers of any gender.
7. Social Responsibility
Many marketers plan to invest in social responsibility this year because ethics and transparency matter to their customers. Many customers prefer to shop with socially responsible brands, making transparency a must for all companies. Additionally, consumers are more willing to spend money on brands that show they care for people and the planet.
With this in mind, brands need to pivot their strategies to become more inclusive and sustainable by highlighting their core values. While demonstrating social responsibility might not increase ROI immediately, it is a thoughtful way to speak to your customers about who you are and why they should care about your brand over another.
8. Search Engine Optimization
Search engine optimization (SEO) is not technically a trend, but it is catching the attention of more businesses every year. As a marketer, you need to ensure that your website is discoverable online. SEO provides long-term and short-term returns through an increase in traffic. Then, if your website has a good user experience, it can also increase your conversions.
SEO is not new, but it is one of the most critical marketing strategies for online businesses. In the past, small companies that may not have understood the importance of SEO may have hired a marketing intern to write blogs and insert keywords. However, now that most companies understand the value of SEO, they’re choosing to work with experienced agencies to help take their website to the next level.
9. Virtual Events
The only event you could have during the pandemic was a virtual one. However, the trend took off and will continue even though in-person events have returned. This year, we expect to see hybrid events and conferences.
Virtual events are beneficial for businesses with small budgets who can’t afford to attend trade shows but still wish to speak to a targeted audience. Marketers can also host their own virtual events to increase brand awareness and sales.
10.Inbound Marketing
Inbound marketing is not a new strategy, but it will continue through 2022, with many brands starting it first. Inbound marketing can help brands of all kinds increase brand awareness and build trust by assisting consumers in finding their content. By producing high-quality and valuable content, marketers can build relationships with their customers to boost sales and promote customer loyalty.
11. Native Ads
In 2022, you can’t forget about paid advertising. This year, more brands will test native advertising. Unlike traditional advertising, native advertising blends in and promotes your brand to new audiences; they don’t feel like ads, making consumers more likely to read them.
Marketing in 2022
While the pandemic didn’t completely disrupt the industry, marketing has shifted away from traditional forms of marketing and advertising to favor digital marketing, which is more cost-effective and measurable. Because people didn’t leave their homes for extended periods, they consumed more digital content than ever, a trend that is likely to disappear even though we’ve resumed everyday life again.
Author Bio
Matt Casadona has a Bachelor of Science in Business Administration, with a concentration in Marketing and a minor in Psychology. Matt is passionate about marketing and business strategy and enjoys San Diego life, traveling, and music.
