Marketing Trends to Look Out for in 2022

The world can’t go through something as disruptive as a yearlong (and counting) global pandemic without some significant changes. Marketers have had to pivot throughout 2020 and 2021 to meet the newfound needs of consumers. Now, we are wondering which direction to take in 2022. Everything comes down to one question: in 2022, will people be yearning for a return to the old normal or continue to embrace the habits they developed over the past year and a half? We have all the answers in our list of predicted 2022 marketing trends: 

1. Macro and micro-influencers: 

Due to the increasing desire for native advertising content, influencer marketing has become one of the most effective forms of marketing to date, and it’s not going anywhere in 2022. Many brands have realized the power of using smaller influencers that have built trust and loyalty within their audience instead of A-list celebrities who, despite their high follower count, don’t have a loyal audience. According to March 2021 data from influencer marketing platform Linqia, 90% of US marketers said they wanted to work with influencers with between 5,000 and 100,000 followers this year. 

2. Short-form video will be a priority: 

Due to the extended quarantine, content consumption has increased, and attention spans have decreased. Thus, short-form video has taken over and will continue to in 2022. 

3. Permanent social media posts: 

37% of marketers said they plan to decrease their investment in short-lived content because of its low return on investment. Permanent social media posts such as standard posts, videos, and live events show up on users’ feeds more often and receive views and engagement for days after the post date. 

4. Brands will prioritize social responsibility: 

2020 proved that brands have a social responsibility to advocate for pressing issues. 68% of consumers said they expect brands to be clear about their values. Although taking a stance on social media won’t necessarily increase your sales, since it is an expectation rather than a rewardable action, it will increase brand loyalty and support amongst your followers. 

5. Branded audio content: 

There has been a steady increase in podcast listeners since the pandemic began in 2020. Therefore, 43% of B2C marketers plan to increase their investment in podcasts in 2022, while 38.4 plan to keep it the same. 

6. Continue to apply inbound marketing strategies: 

Inbound marketing is a strategy used to find potential consumers organically through SEO, blogging, social media, or paid search advertising. Consumers who ingest inbound marketing content become brand advocates by sharing the brand’s resources amongst their inner circle. Therefore, within the past few years, marketers have noticed the effectiveness inbound marketing has on increasing trust, brand loyalty, and brand awareness by naturally following a user’s consumer journey. 

7. Experiential marketing is back: 

Three-quarters (75%) of brand marketers have resumed their in-person, experiential marketing efforts. Now that vaccinations are widespread and COVID-19 cases have decreased, brands feel more comfortable hosting in-person events. 

8. Privacy data: 

Advertising is heavily dependent upon the data marketers collect from third-party cookies. However, Google recently announced that they have postponed the use of the third-party cookie due to consumers demanding greater privacy protection. As a result, marketers need to use other data sources such as CRM tools, surveys, and interactive content. 

With these crucial marketing trends in mind, you’re ready to conquer your 2022 marketing strategy. However, if you need more professional advice, call Grova. Our creative team will work with you to craft a year-long strategy that addresses predicted marketing trends. 

Grova Creative is a woman, minority, and veteran-owned agency headquartered in Tallahassee, Florida, and works with clients all across the United States. If you are a business or organization seeking help with advertising, marketing, branding, messaging, marketing, strategy, website development, or other creative assets, visit grova.com.