Top 7 Marketing Trends of 2022 (Part 1)

Jan 11 Written By Kimberly Leckie

1. Influencer marketing will evolve from trend to common marketing tactics

Micro-influencers are social media promoters with a smaller following (typically, thousands to tens of thousands of followers). Although they have fewer followers, their posts often pack more punch due to their higher level of engagement. These influencers have found a niche in their industry, too — which is why they’ve started to play a bigger role in converting leads, connecting with audiences, and boosting brand awareness. Because micro-influencers are still considered “everyday” people (unlike hard-to-reach celebrities), their audiences are more likely to trust their opinions and recommendations.

2. Video marketers will keep content short

Short-form content is the second most effective trend marketers are currently leveraging. More than 31% of global marketers currently invest in short-form video content, 46% of them consider the strategy effective when it comes to performance and engagement. And, in 2022, 89% of global marketers plan to continue investing in it or increase their investment.

3. Mobile optimization will be even more important

More than half of annual online website traffic comes from mobile devices, including tablets. As millennials and Gen Z audiences continue to grow buying power, mobile-optimized digital experiences will be even more vital to consider as a business owner who markets to these fast-paced, highly connected generations. Mobile experiences aren’t just important on brand websites, they’re also important in other key marketing strategies. For example, 56% of marketers who work with email are focused on delivering mobile email experiences to subscribers.

4. Permanent social media posts could overtake ephemeral content

If you’re focused on the bottom line and generating solid ROI, ephemeral might not be the best strategy to lean into. However, a mix of ephemeral and permanent content can often be the best of both worlds as it gives brands the urgency and engagement of temporary content and the steady engagement, longer-term brand awareness, and discoverability of social media content that doesn’t disappear.

5. Companies will prioritize social responsibility

45% still plan to invest in it throughout the next year, because with the current state of things, social responsibility, ethics, and transparency matter to the modern consumer. The interest in buying products from socially responsible brands took during the many global events of 2020 and 2021. Early research from organizations like McKinsey predicted that customers would more heavily support brands that demonstrated their care for all customers, employees, and shared causes.

6. Experiential marketing could make a comeback

Experiential marketing campaigns enable audiences to step into an immersive experience that is often in a physical place or via an AR/VR platform. According to the research, 58% of marketers who currently leverage experiential marketing call it an effective strategy, while 48% of this group plans to increase experiential investments in 2022. Additionally, 9% of marketers plan to invest in experiential marketing for the first time.

7. More businesses will use SEO to concur search traffic

Marketers must ensure that their websites and content are as discoverable as possible — especially on Google — which can provide both long-term and short-term traffic returns. While SEO is not new, its strategies are becoming even more ingrained within modern-day marketing strategies. As the interest and need for SEO strategies grow, so do all search optimization opportunities. As Google algorithms have evolved, SEO has become about much more than churning out basic posts that answer simple search queries. Now, brands are investing in SEO experts who can help them with everything from search insights reports, to multimedia optimization.

Ready to take your business to the next level with Digital Marketing? Contact me at KimberlyLLeckie@gmail.com for data-driven marketing strategies supported by cutting-edge creativity.