Marketing trends are constantly in flux, and adapting to the ever-changing landscape doesn’t come without challenges. While it’s important to stay ahead of marketing trends and new ideas, keep in mind that some trends may not fit with your brand. They can, however, be used as helpful pointers. Successful outcomes require the ability to discern which trends are relevant to your audience and staying on top of those. In this blog article we discuss 10 marketing trends to pay attention to in the second half of 2022.
1. Video Format
Video continues to reign supreme in the world of digital content. In fact, it beats out blogging and email marketing for first place. In a recent survey, HubSpot discovered that 59% of participants use video as a key component of their marketing strategy, while a whopping 76% claim video is their most effective content. Additionally, one in four marketers say video format yields the biggest return on investment.
What are some of the driving factors behind the leverage that video yields?
- Video creates a deeper connection between you and your audience and is a convenient format for brands to repurpose for their own use. Visual elements are powerfully persuasive, so utilizing video for business and personal brands as well as products is very compelling.
- Although it depends largely on individual preference, videos can help us retain information easier. When people have a better understanding of a topic, they are more likely to believe the information being shared. When given the option, more often people will choose to watch a video over reading text.
Creating video has become more accessible and affordable than ever before. Gone are the days when companies hired production crews to produce their content. With a lower cost barrier, most people find that a ring light, microphone and tripod can handle most of their needs. Although polished, professional videos have their place in some industries, marketers find that videos with a casual and spontaneous feel garner the most attention.
According to Aytekin Tank, founder & CEO of Jotform, “2022 will be the year of the video, because organizations are more comfortable with it and realize it’s a way to engage their audience, communicate offerings and provide infotainment.”
With the growing number of social platforms accommodating video formats, it’s no surprise that short-form video is the trend for coming years. Be creative in your storytelling by implementing transitions in your video content. Mix it up by changing outfits, using different backgrounds, trying various camera angles or experimenting with the boomerang effect on Instagram. There are a lot of creative ways to grab your audience’s attention!
2. Influencer Marketing
This is a watershed moment for influencer marketing. When surveyed, 34% of global marketing professionals said they put influencer marketing at the top of their list. Why has influencer marketing evolved from being a trend to having the solid reputation of a common marketing tactic?
With a return on investment of $5.78 for every dollar spent, it’s not surprising that the vast majority of marketers are looking to increase their influencer marketing budgets in the next year. According to this blog article, the collaboration between influencers and brands is growing exponentially (up from $9.7 billion in 2020 and $13.8 billion in 2021).
Influencers are typically well-versed in their field or topic and have the potential to reach a radically new audience. They already have a built-in loyal audience that your brand will have full exposure to. Influencers are categorized by their popularity, engagement and number of followers, so the cost of hiring one will vary depending on their reach. If you can’t afford a mega-influencer, that’s alright. Over 56% of marketers who engage in influencer marketing work with micro-influencers. Subsequently, this group is composed mostly of everyday people, so audiences are more likely to trust their recommendations.
3. Social Responsibility
The market for socially responsible brands has spiked upward the past few years due to COVID-19 and other global events. Conventional ways of doing business have been shattered and obstacles seem to be loosening their grip, making change more attainable. The modern consumer demands transparency and ethically sourced products as part of their buying experience. Additionally, the pandemic has taken its toll on workers, resources and the supply chain, and employees have become more vocal about unsatisfactory work conditions, frustrations and inequality.
As a result, social responsibility has become a marketing tactic for companies that fully comprehend the positive impact of sharing their mission, philanthropic endeavors and values. This doesn’t add up to immediate benefit in sales or growth, however, this is a long-term strategy that will strengthen diversity and inclusion.
4. Flywheel Method
One of the marketing trends for the second half of 2022 is the new flywheel approach to inbound marketing. The flywheel explains the momentum you gain when you center your entire business around delivering exceptional customer service experiences. A flywheel is remarkable at storing and releasing energy; this energy is helpful when you consider how customers can help your business grow.
The funnel marketing model didn’t keep up with the times, and efforts to widen the funnel became futile. Nowadays, before speaking with a salesperson, customers are more inclined to do independent research. They look online for recommendations and use word of mouth to assist with their buying decisions.
The flywheel model is more equitable and creates win-win situations. Customers are more likely to refer you and become advocates for your organization. Word of mouth is what all companies strive for. By developing a symbiotic relationship with customers, you’ll delight and empower them.
5. Search Engine Optimization
Websites and content are only as good as the ability for customers to find you. Continually optimizing your content with keywords and other parameters will ensure both long-term and short-term success. While SEO has been around for a long time, its strategies are evolving and even more integrated for modern day marketing tactics. As Google algorithms adapt to the growing number of online users, brands are investing in experts who can assist them with insight reports and optimization across all forms of media content.
If you’ve built a massive website index, search engines have to decide which pages will come up in the search results based on relevance and popularity. There are numerous factors to take into consideration when optimizing SEO, in fact Google has over 200 ranking factors. Here are a few that are typically prioritized.
- Loading speed and mobile friendliness
- Authoritative, valuable content
- Relevancy of incoming links
- Metrics for click through rate and length of time users are engaged on your site
While this is helpful, it’s recommended to go beyond these initial recommendations and continue to dive deeper. As the granularity of this strategy intensifies, so does the need to educate yourself or hire experts to handle the workload.
It’s been posited that humans process images 60,000 times faster than text. Infographics can take large bodies of information and condense it into a digestible format. If you’ve ever looked at a spreadsheet for hours, you’ll appreciate the simplicity that infographics provide.
Infographics are not a new trend by any stretch. However, 38% of marketers plan to leverage this marketing tactic for the first time in 2022, while another 45% of marketers currently implement them. Infographics have the advantage of conveying data and insights with all of the visual impact of a professional photo. When done well, these graphics can deliver an effective one-two punch, combining artful design and informative data.
Whether you’re designing for an annual report or a LinkedIn post, a relevant and thoughtful infographic will naturally lead people to value your brand as a credible resource. Created with data-driven content in mind, infographics can set you apart as an authority in your field.
Blogging has been around as long as websites have, but that doesn’t mean they’ve diminished in their effectiveness. Data from marketers reveals that most consumers read blogs and have made a purchase as a result of one. In fact, 10% of marketers who leverage blogging say it generates the biggest ROI. It’s easy to see why it’s a staple among marketers and business owners alike.
One of the greatest benefits of blogging for your website is discoverability. Web crawlers work around the clock matching keywords and search phrases to help users find what they’re looking for. Not only will blogging rank your business higher in search results (using targeted keywords for SEO), but you can position yourself as an authority in your industry.
With the age of globalization and every mom-and-pop store across the nation launching its own website, blogging is a clear path to put your business head and shoulders above the competition.
8. Effortless Content
While Gen Z dominates social media, effortless content is growing in popularity. Podcasts and other audio content are consumed daily by 55% of the American population. Replacing blocks of text with images allows viewers to absorb information in less time. If Gen Z is part of your target audience, targeting them with video, infographics and images will be of great benefit.
Podcasts are great for establishing expertise and developing trust, particularly as long-form content. Growth for podcasts remains on an upward tick and is expected to continue throughout 2022. Podcasts offer flexibility for the listener as they have the choice to consume them in their entirety or in smaller, more digestible bites. Some creators will endeavor to spin off their podcast using these methods:
● Transcribing their podcasts into a blog post or article
● Selecting highlights for slide share
● Repurposing sound bites and audiograms
● Creating short-form video if the podcast was video recorded
9. Optimizing For Mobile
People have developed quite a reliance on their phones to perform everyday functions. In fact, a surprising number of people will forgo using a computer, instead choosing to work directly on their phones. More than half of annual online traffic originates from smartphones. Mobile engagement isn’t strictly limited to websites and social channels either; marketers who rely on email campaigns are creating mobile-friendly experiences for their subscribers too.
Having mobile-optimized content will become even more crucial to business owners as millennials and Gen Z grow in buying power. These generations are highly connected and make up a large part of the population. Keeping your customers’ information private should be of paramount importance to your company. Consumers generally put a lot of faith in their transactions, assuming that a company is trustworthy and engaging in best practices. So, it’s important to have systems in place to keep customers shielded from activity that could compromise them in any way.
It’s hard to believe that TikTok only went viral three years ago. TikTok has been a welcoming platform for cultural influence. While it has its own demographic, the lines around this are a little fuzzier than they are with LinkedIn or Twitter. The platform is also launching a number of new features for marketing and advertising, making it easier for organizations of all sizes to participate. An astounding 67% of marketers plan to uplevel their investment in TikTok for the balance of 2022.
Creators are using it to sell, educate and connect people to brands and products. It has a real come-as-you-are feel that many users find comfortable and appealing. The University of Melbourne promotes registration by allowing student takeovers on their account, a clever way to help future students learn about campus life. TikTok isn’t the place for highbrow or polished content. It prides itself on being a no-frills platform.
Using Marketing Trends To Improve Your Visibility
Trends are there to serve as a guidepost and point us in new directions. There’s no need to get overwhelmed and try to do everything at once, however. They serve as a reminder to stay open to change and continually evaluate marketing tactics as you go. There are many trends that won’t be suitable for your business or will be less important to your long-term success. Choose wisely so you don’t spread your efforts too thin. In the end, it’s better to manage a few things really well.
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