1. Short-form video will be a priority.
Short-form video took off in early 2020 and shows no signs of slowing down.
Back then, TikTok was the number one place to go for short-form content. Today, Instagram Reels and YouTube Shorts are also competing for users’ attention.
This is good news for brands, as the short-form video trend content offered the second-highest ROI for B2C marketers in 2021, behind influencer marketing.
Despite coming in second for ROI, it’s the trend marketers plan to invest in the most in 2022. Roughly 33% of B2C marketers already invest in short-form content, while one-third of those who haven’t will do so for the first time in 2022.
Why now? Well, short-form video is such a key feature in social media today. And according to the data, social media takes the lead in marketing investments for businesses.
That’s likely because three key goals B2C brands will have when running marketing campaigns in 2022, will be increasing brand awareness (49%), advertising products (44%). and increasing revenue (43%).
With social media, you can accomplish at least two out of three. Brand awareness was always the main benefit of using social media but things have evolved.
Today, with so many platforms offering in-app shopping experiences and advanced ad formats, brands can meet more of their marketing goals.
2. Influencer marketing will still be a key lead/revenue driver.
For most B2C marketers, the power of influencers is clear.
In 2022, 61% of B2C marketers surveyed in the study plan to leverage it in 2022. In fact, it’s the third-highest trend they plan to prioritize, behind short-form video content and inbound marketing.
This is because in 2021, it offered B2C brands the best returns. When asked to select their top ROI driver from a list of 27 tactics and strategies, 11% of B2C marketers chose influencer marketing.
What might be different in the future is the type of influencer brands focus on. Historically, brands have focused on the biggest and most popular influencers to partner with.
However, some data suggest that micro-influencers with under 100K followers may be more effective.
While the verdict is still out on that, one thing is clear: Influencer marketing isn’t going anywhere.
3. Audio content will take a front seat.
Data suggests that video is the leader when it comes to content marketing. However, audio is slowly creeping up into the mix.
According to the survey, only 19.1% of B2C marketers use podcasts or other audio content in their marketing. Of those who do use it, 37.4% find it to be one of their most effective trends.
Even though adoption was seemingly low in 2021, the data suggests that more B2C marketers will add audio content to their marketing efforts in the new year.
Roughly 43% of B2C marketers plan to increase their investment in podcasts in 2022 while 38.4 plan to keep it the same. Another interesting fun fact is that this particular piece of data is virtually the same for B2B marketers.
This suggests that across all industries, brands recognize the power of audio content.