Marketing trends are always changing, and brands need to constantly adapt to keep up with competitors. Research also suggests marketers should be willing to experiment a bit more as consumers are more open to change since the pandemic.
But what marketing trends are driving the industry in 2022?
In this article, we take a look at five key trends that every business should know about.
Five Marketing Trends That Will Drive The Industry In 2022
1. Livestreaming Shopping Will Take Over
Livestreaming shopping is set to rake in over $450 billion in China this year, and the rest of the world is sure to follow. Almost every social media platform has a live commerce feature and options to promote products and more during the live feed.
As if that’s not enough, the above study illustrates how most people prefer live streaming to pre-recorded videos as this allows them to interact during the video.
If you consider the two points above, it makes total sense that live streaming is already taking over and is set to dominate marketing trends in 2022. This feature also offers the perfect combination for brands that want to talk with their target market while advertising products or services that might be related to the topic at hand.
2. Short Video Content Will Continue To Dominate
Advertising on social media has surpassed investment through any other channel, and this includes TV ad spend. While Facebook still leads the way, more and more marketers are beginning to focus on Instagram Reels, Tik-Tok, and YouTube shorts. This is simply because online users are hungry for short-form content and bite-sized videos.
If you’re asking why this might be, global attention span has been in decline for a very long time. Most people have less time at their disposal and also less patience or capacity to focus on long-form content. Marketers know about these particular shifts, and there’s no reason to think this trend will reverse or subside anytime soon.
3. Brands Will Focus More On Influencers (Especially Micro-Influencers)
Major brands are working with influencers to generate traffic, but also as a means through which they can portray more authenticity. We can see this rising trend in the increased number of influencers that work as ambassadors for major brands.
While influencer marketing swelled last year, it’s also clear that “micro-influencers” are fast becoming the go-to for many brands. Research by Kantar shows these smaller influencers account for more than 90% of engagement on sponsored posts on social media, and this marketing trend is set to continue for the foreseeable future.
It’s true that brands like to work with famous names, but as the definition of “celebrity” evolves, it would appear that brands now look to influencers in much the same way.
4. Brands Will Begin Exploring & Marketing In The Metaverse
The metaverse is sure to take over almost every aspect of the online world and become a place where people connect, work, and live. It’s a rather frightening thought in some ways, but there’s just no stopping the likes of virtual and augmented reality!
If we believe this to be true, or even probable, we can also assume brands and marketers should get ready to invest heavily in the metaverse. This includes exploring new platforms and online worlds and ways in which to market through these channels.
Also, while consumers might still be a few years away from wanting to explore these experiences, now is the time for brands to learn and experiment in the virtual world. The use of artificial intelligence in marketing has already started, so it’s important for brands not to fall behind.
5. Interactive Commerce
You might rightly say that marketing has always been interactive, but video content and social media has certainly taken such interactions to the next level. This is probably the best way to explain why “social commerce” is a marketing trend in 2022.
Social commerce supports online interaction and enables consumers to assist in the process of buying and selling. This means brands can use social networks to nurture leads and facilitate sales in a much faster way than any other type of online platform.
In fact, a Forbes article recently outlined how every direct-to-consumer business is advertising on Instagram as the platform is too prolific to ignore. It’s only a matter of time before businesses look at Tik-Tok and other top platforms in the same way.
It’s all about speed and the distance between discovery and conversion. In other words, the faster a brand can put their product in front of people and sell—the better!
Last-Minute Tips For Marketing In 2022
Ranking for relevant keywords is still as important as ever. According to Digital Authority, many businesses don’t even have an SEO strategy, not to mention a means through which they can track progress and generate traffic online!
It’s possible to repurpose any type of content. For instance, you can use the transcript of a video to create a blog, or use blogs to record a podcast.
Use More Visuals
Graphic designs and pictorials can reduce the extent of written content and keep many online users engaged in what you need to convey.
Focus On Sustainability
Consumers are now more conscious about their decisions and appreciate brands that take a mindful approach to the environment, goodwill, or any other important matter that has a negative effect on the world.
Consumers are more likely to choose products and services by brands with which they have a relationship or from adverts that elicit an emotion.
Work with An Agency
Businesses look to marketing agencies for expertise, but also because they save time and money, while getting better results in the process.
Digital marketing is constantly changing, and keeping up with these trends is essential for all businesses. Consumers are also desensitized to many tactics that worked in the past, and authenticity, interaction, and transparency are now driving these trends.