It’s the new year, and it’s time to prepare for all the recent marketing trends for 2022. While many marketing techniques and activities will remain popular or necessary, astute marketers and brands should include a few new trends and practices as they plan their campaigns for the year.
In this article, we’re going to discuss:
- The top marketing trends from 2021.
- New trends for 2022 of which marketers should take note.
Let’s dive right in and take a quick look at the trends from last year.
Recapping Marketing Trends from 2021
There’s no denying that 2021 was an interesting time for the marketing industry. The effect of the pandemic was still clearly felt, and it had a significant impact on marketing trends. One of the biggest changes was the new Google Core Web Vitals update that became a ranking factor in the middle of June. Consequently, the need for fast loading and improved user experience became more critical than ever. Websites, content, and advertising techniques underwent drastic changes as businesses and brands adapted to these new metrics.
Social commerce and ecommerce also saw a big boost as users turned to online platforms to buy everything from necessities to luxuries. According to the statistics:
- 30% of online shoppers prefer to buy through social platforms.
- 72% use social media to research brands and products before making a purchase.
- The Pinterest shopping tool saw a 350% surge in users.
- Two hundred fifty million shoppers actively bought from Facebook shops in Q1 of 2021 alone.
- 27.2% of the world’s population (equalling approx. 2.14 billion people) have become online shoppers in 2021.
These are just some of the many statistics that indicate the rapid and continual growth of social commerce and online shopping. It’s highly likely, if not guaranteed, that it will continue to be one of the fastest-growing and evolving trends.
Vukawanele also introduced our concept of a Personalised Advisor, a modern marketing role for brands and businesses to help boost their marketing and improve their understanding of their audiences’ needs.
New Marketing Trends to Look Out for in 2022
Some of these marketing trends mentioned above may continue to grow and affect 2022. Below, we’re going to look at a few new – and noted – trends that will help you start the new year with your best marketing foot forward.
Influencer and Content Creator Marketing Trends
Towards the end of 2021, we explored influencer marketing, content creators, and whether they’re still relevant to a modern marketing strategy. While influencers will likely have a place in marketing and advertising for many years to come, content creators are rapidly growing in popularity – and with good reason.
Content creators are often hired to tell stories and, with the rising importance of compelling storytelling in marketing, many brands are turning to these individuals to extend their audience reach. Expert Brian Mechem, Co-Founder of influencer marketplace GRIN, considers 2022 the year of the content creator and the industry is expected to become a $15 billion industry this year.
Cornerstone Marketing Trend: Long Form Video Content
There’s no denying that video marketing content has long been a must for any successful strategy. However, in 2021, short-form content exploded. TikTok, Instagram Reels, and YouTube Shorts focused on creating short bits of content no longer than 15 seconds. Towards the end of the year, these platforms all started to allow longer pieces of content, ranging from 60 seconds to 3 minutes. These changes hint at a new marketing trend on social media for 2022 – the return of long-form content.
Twitter introduced Spaces, while Facebook now fully supports podcasting along with YouTube. Live videos are just as quickly growing in popularity. While short videos will likely remain popular for ads, the returning popularity of long-form content will allow brands to explore new ways to enhance and expand their marketing strategies for 2022.
That is particularly true for YouTube Shorts. The platform’s communities enjoy long-form content, which can drive sales and build sustainable growth. Additionally, TikTok is quickly becoming a viable network for brands and businesses to connect with their audiences in meaningful ways.
New Ways To Market: Live Streaming, VR, AR, and Audio Marketing
People want authenticity and creativity from brands and a way to forge a personal connection. While this isn’t particularly new, there are excellent ways to take advantage of those desires with new marketing initiatives.
Live streams and audio such as podcasts promise to be two of the more significant marketing trends of 2022. Watch time for live content is already up by 250%, and it fosters a more comfortable, trusting relationship between buyers and brands. Similarly, podcasts and audio content is likely to experience a massive surge in popularity due to screen fatigue. In fact, including audio recordings of your content can now boost your website SEO as Google has started to rank podcasts.
Not far behind is 360-degree marketing, consisting of virtual and augmented reality tools. Brands often use these tools to give users access to interactable offices, events, and products. Some well-known brands like IKEA and Oreo are already using these techniques.
Optimising for Voice Search
Voice search SEO is also seeing significant growth since approx. 48% of consumers use voice search tools to look for information. Instead of focusing on short or individual keywords, it’s become critical to focus on long search phrases. That’s because users tend to use full sentences when conducting voice searches.
The Continuing War On Data
Over the past few years, users have made it clear that they want to be asked for permission before allowing their information to be used for marketing. That isn’t likely to change – in fact, it’s highly likely that marketers will have to find ways to overcome data restrictions. Consequently, using first-party data for marketing, such as personalised email campaigns, will become critical during 2022.
Marketing trends are always evolving every year, and 2022 is no different. However, over the past two years, the pandemic has resulted in lasting changes that affect how marketers approach consumers and users. If you want your brand or business to succeed this year, be prepared to adopt the new methods of connecting with your audience. Remember:
- Content creators are an excellent way to expand your audience.
- Don’t dismiss the power of video, live streaming, and podcasts. There are few better ways to cultivate an interactive relationship with users.
- Focus on organic SEO, but account for the growing popularity of voice search.
- Collect and use first-party data to enhance your campaigns.
Not sure where to begin? Don’t worry! Vukawanele can help you build and executive a foolproof strategy for 2022. With the right team behind you, you can take advantage of these latest trends to grow your business this year.