Top 5 Marketing Trends for 2022: Ideas to Grow Your Business

Marketers and Businesses have been embracing digital transformation more than ever in the past year as they adapted to the COVID-19 pandemic and constantly changing business strategies. No matter how experienced you are as a marketer, staying on top of these changes can be difficult. To succeed in fast-paced marketing and stay relevant to your audience, it’s mandatory to stay ahead of these top 5 marketing trends as they apply to your business and industry.

Top 5 Marketing Trends for 2022

If you are not sure where to start, I have explained the top 5 marketing trends that can help your business grow in 2022, to help you decide whether this is relevant to your business or not.

Influencer Marketing

In a HubSpot survey, 34% of global marketing professionals said influencer marketing is their top choice for marketing. With the collaboration of influencers and thought leaders in their industry, marketers can expand brand awareness and gain fans from the influencers’ audiences. This is actually set to become a $15 billion industry this year which is why a lot of agencies are actually looking at putting budgets into that. So how do you as a small business owner tap into this marketing? Over 56% of marketers who invest in influencer marketing use micro-influencers.

Who are the micro-influencers?

Social media influencers with a smaller following (typically between one thousand or between one thousand to ten thousand followers) are called micro-influencers. The important part is to find micro influencers or niche influencers that have the same target audience, and demographic that you do. The net step is to have a look at the engagement that they have, the feedback, the comments, the likes and the shares with their audience. It is this engagement that will grow your brand awareness, and gain your business more fans and more followers from their audience. Finally don’t just pick one or two, it’s a good idea to have an entire network of small relevant niche influencers, as they’re the ones that are building the relationship with their followers.

Because of their higher level of engagement, even though they have fewer followers, their posts are often more interesting. The fact that micro-influencers are still considered ordinary people (unlike celebrities who are hard to reach) makes it easier for their audiences to trust their recommendations.

Short-Form Video Content

In June 2021, TikTok users using Android devices watched more content than YouTube users with Android devices. With 7.38 million users over the age of 18, TikTok has a reach of 37% in Australia. Those statistics and the growing number of video-sharing social media platforms have made it obvious that short-form video content should be taken seriously.

Although long-form videos can offer depth and a wealth of information about a product, brand, or service, both B2C and B2B marketers have found that short-form videos are often more effective. Short-form videos require less bandwidth as well as align well with the fast-paced attention spans of online audiences from a variety of demographics. It is not surprising that platforms like TikTok, Instagram Reels, and in previous years, Snapchat, have seen quick growth and marketing interest.

Here are a few content ideas you can try out:

• Share more behind-the-scene videos of your business.
• Create a quick and concise video tutorial, explainer, or educational video.
• Get creative with video teasers like a new product or service.
• Help your business create user-generated content.

Mobile Optimisation

Consumers are increasingly interacting with mobile devices, so it is no surprise that they spend more time on them. It is estimated that mobile devices and tablets generate more than half of all online website traffic. The power of mobile will become even more vital to business owners who target these fast-paced, highly connected generations as millennials and Gen Z continue to grow their purchasing power.

Here are a few reasons why:

• More than a third of global marketers invest in mobile web design.
• A majority of marketers planning to invest in mobile web design will continue to do so or invest more in 2022.
• Mobile SEO is an effective investment for 64% of marketers.

Permanent Social Media Posts over Ephemeral Content

What is ephemeral content? Any video content that remains online for less than 24 hours, such as a video, image, or gif, is considered ephemeral content. Just like your Facebook or Instagram Stories that lasts for 24 hours only.

Although some marketers use this type of content as part of their strategy, most social media users prefer to see permanent or evergreen content instead. So while 20% of stories have direct interactions, comments, likes …. when people start following you, you need to have permanent content to consistently engage and stay top of mind.

For this reason it’s not the best strategy to rely on ephemeral content if you’re looking for solid ROI. Mix your ephemeral content with permanent content so your brand gets the urgency and engagement of temporary content with the brand recognition, discoverability, and loyalty of social media content that is more permanent.

Podcasting

Clubhouse baffled marketing experts last year, as an invitation-only audio chatroom app that rapidly gathered millions of users publishing no visuals. However Podcasting is growing from strength to strength. Platforms like Twitter, LinkedIn, and Facebook have unsurprisingly rushed to begin investing in, testing, and launching similar features.

Over the last few years, Podcasts have gained in popularity. These days, a wide range of celebrities and influencers have started their own podcasts. A significant number of people are listening to Podcasts, and it’s a major opportunity for brands to include Podcasts in their digital marketing strategies.

The following are reasons adding a podcast to your marketing strategy is a very effective way to promote the business:

• It is more engaging to listen to podcasts.
• They drive traffic to websites and boost SEO.
• Builds deeper connections with the audience.
• Its great if you are not comfortable in front of the camera.

In fact, Facebook has now created an option for Business pages to now link their podcast to the page, so as new episodes are launched they show up on your Facebook page.

Almost every day, there will be a new trend that will come out of nowhere. And as digital marketers, we have to keep up with the trends while considering how it can benefit our clients brand and business. Please remember, you don’t need to be everywhere, you simply need to be where your ideal clients are spending their time. So try these these five marketing trends out, and if they work for you and they work for your business and it helps you connect with your ideal audience, go for it. These trends are just some of the things you can apply and include in your next marketing strategy to help your business grow this 2022.

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