Marketers are constantly shifting and evolving around the trends that occur around them. Year-to-year, we may not necessarily notice specific changes in trends, but when we look back over a longer period of time, we see more drastic changes in marketing methods and shifts in modern tactics. This is why it is important for marketers and businesses alike to be able to identify and adapt to marketing trends and practices year-to-year, in order to stay top of mind with customers and sustain long-term growth.
And if 2021 was about recovering from the unprecedented shock of 2020, 2022 is the year about responding, and for those best positioned and prepared, thriving in a post-pandemic world. Below, we will explore the top 5 predicted marketing trends for 2022, provided by HubSpot, to help marketers and businesses rethink their customer experience and marketing strategies in the next year.
1. Short-Form Video
Since its inception in 2020, TikTok has been the number one place to go for short-form content. But today, Instagram Reels and YouTube Shorts are also competing for the audience’s attention. According to HubSpot, short-form video is the trend marketers plan to invest in the most in 2022. Additionally, roughly 33% of B2C marketers already invest in short-form video content, while one-third of those surveyed will plan to do so for the first time in 2022.
It is hard to escape the fact that short-form video has become a very popular key feature in social media marketing. And according to data, social media marketing takes the lead in marketing investments for businesses of all kinds. But social media short-form video is not the only form of video that is increasing in popularity. Online video popularity has surged in the last decade and shows no signs of slowing down. So, if you have not incorporated a video strategy into your marketing plan, this next year might be the perfect time to do so.
2. Influencer Marketing
Influencer marketing has continued to remain strong over the past few years and is not losing any steam. What might be different in the future is the type of influencer businesses will choose to focus on and work with. Historically, brands have focused on the biggest and most popular influencers to partner with. However, some data suggest that micro-influencers (influencers with followers under 100K) may actually be more effective. This is great news for businesses that work in small to mid-sized markets. Influencer marketing isn't going anywhere, and if you would like to learn more about tapping into local social influencers and how you could do so in 2022, be sure to check out our free eBook.
3. Audio Content
Even though businesses' adoption of audio content in their marketing was seemingly low in 2021, HubSpot’s data suggests that more B2C marketers will incorporate some kind of audio content into their marketing efforts in the new year. Roughly 43%, in fact, of B2C marketers plan to increase their investment in podcasts in 2022. And this percentage is virtually the same for B2B marketers as well.
While podcasts may be a popular form of audio content, they are not the only form of audio content that has been proved to be successful when incorporated into B2C business marketing plans. Our team at Zimmer are experts at audio, being founded in radio, and would love to help you strategize your audio content strategy, however that may look like, based on your specific goals and objectives for 2022.
4. Social Responsibility
A 2020 Edelman Trust Barometer survey revealed that many consumers see trust as a leading factor in their purchasing decisions. Trust leads to connection, and In our day and age, because of social media and the accessibility of smart devices, consumers are able to form more personal connections with brands. Now more than ever, consumers want and expect brands to be more transparent and take a stand on pressing and relevant issues on social media. So, if you haven’t been intentional about prioritizing this in your business, now might be a great time to start a conversation with your business’s leadership in order to address this area in your 2022 marketing plan and beyond.
5. Inbound Marketing Strategies
According to HubSpot’s data, over 80% of marketers plan to keep the same budget or add more for this strategy. Inbound marketing is all about meeting consumers where they are, as they search online for trusted information regarding their desired product or services. Instead of marketing efforts that push messaging out to consumers, inbound focuses instead on attracting consumers toward you. Our team at Zimmer are strong believers in the power and effectiveness that inbound marketing holds to boost a business’s SEO, increase organic website traffic, and build brand awareness and credibility. So whether or not you currently put forth efforts to your business’s content efforts with things like blogs, it may be time to invest in the help of inbound marketing professionals to develop a solid strategy to help your business reach its 2022 goals.
Yes, our modern world is constantly changing. But that certainly doesn’t mean that your business has to be left behind in the past. With a little intentionality, effort, assistance, and support from a team of trusted marketing professionals, your business can stay on top in your market year-to-year and can stay ahead of the curb compared to your competitors. Interested in learning more about how to develop a solid marketing plan for your business in 2022? Reach out to our team today to start a conversation!