Strap in, buckle up; the new year looks bumpy. Here are the trending marketing strategies in 2022 to take up in 2023 (if you haven’t already) to keep your clientele interested.
Photo: Kelly Sikkema on Unsplash
As the year closes, many teams would have already mapped out content for the coming year, or at least have a rough plan for what goes where. But as we bunker down for an economic shakedown, getting familiar with what is gaining traction can help pivot and reallocate resources.
Influencer Marketing
Suddenly everyone’s an expert – it’s an overused line, but it’s not all wrong. Like it or not, people are listening to influencers. In their way, they are experts at capturing attention. According to Influencer Marketing Hub, influencer marketing has been steadily increasing since 2016. In 2021, the world saw the establishment of 18 900 companies offering services related to influencer marketing.
While traditional celebrities still hold their gold-star adoration from fans, the number-one commodity at the moment is relatability. Digital Marketing Institute reported that 70% of teens trust influencers more than their friends. Similar studies also show the overwhelming trust in these creators to advise and inform purchase decisions.
Brands have been very quick with jumping on influencer marketing, with 71% of brands setting aside more money for influencer marketing for the coming year.
And for good reason.
Not only, as established, do influencers hold weight over consumer decisions, they value-add by lightening the strain of creating content.
TikTok domination and short-form video wave
UNPRECEDENTED GROWTH: TikTok reached one billion users in five years, faster than both Facebook and Instagram. Photo: Solen Feyissa on Unsplash
No surprise there; Tiktok was the platform with the most impressive uptake rate, reaching a billion users in 2021, conquering that milestone faster than any of its predecessors. In 2022, TikTok has grown more than 10%, one of the only two social networks to have done so, the other being Reddit.
Though TikTok reigns as the medium for short videos, other platforms have quickly hopped on board to stake their claims. Instagram and YouTube both released short-video features on their platforms in 2020 and 2021 respectively.
Despite the initial distaste and criticism, Reels and Shorts have held their own. Reels became Instagram’s fastest-growing feature, shadowing Stories and Instagram Shop. Forbes reported that YouTube Shorts saw a stunning 136% growth from 2021 to 2022.
Short videos are still on the climb, and will likely trend for the foreseeable future.
Revival of Audio
RADIO STILL RELEVANT: Radio revenue suffered a depressing drop in 2020, but has since found its way back up to healthy levels post-pandemic. Photo by Jonathan Farber on Unsplash
Visuals aside, another medium seems to be doing exceptionally in 2022, and is on an upward hike in 2023.
Just a few years ago, the growth of the audio realm, while comfortably buffered by streaming apps competitively clawing their way upwards, suffered traditionally. Radio advertising, while still considered relevant and effective, has been on a slow, steady decline.
However, Pew Research showed that radio is still well-loved, especially when workplaces started inviting their employees back – a relief after the dip in 2020 when the world bunkered down. During that time, podcasts have also emerged as a saving grace.
Considering Google and YouTube released audio ad frameworks in late November 2022, industry players have decided that the outlook for audio is pretty promising.
Shifts in marketing strategies, and the value in SEO
Omni-channel marketing seems to be starting to take hold as a new buzz-phrase.
ALL AROUND YOU: A big percentage of companies previously using multi-channel marketing have decided to switch up the strategies for the coming year. Photo: Melanie Deziel on Unsplash
The difference between multi-channel and omni-channel marketing is that in the latter, consumers are central in marketing decisions, instead of the product of service. This creates a more integrated marketing strategy where different platforms can be optimized at different points in the purchase journey.
One tool usually considered an ancient, legacy method has been climbing back into the spotlight – SEO marketing. Starting in the 90s and later being abandoned in favour of younger novelties like social media when those platforms came into the picture, expect to see an upward trend of companies allocating budgets for searches.
Not only is it easier to control the budget for, but research also shows that due to more complex buying decisions, and a growth in awareness and cautiousness in the consumers’ interaction with brands, SEO is worth its weight in gold. SEO needs time to build so it’s never too early to start.
The Big M
Photo: Dima Solomin on Unsplash
No, not McDonald’s, Metaverse.
At the moment, Metaverse is only actively available in some gaming communities, NFTs and cryptocurrencies and are still very much separate, decentralized worlds. Its uptake is still pretty niche, but companies with enough budget to spare are dipping their toes in the pool and exploring the space.
Most other companies are biding their time and keeping track of the technology’s developments. There is no rush to start anything in the still-evolving space, but keeping up with it and keeping an open mind about the future your company could have within the Metaverse can be helpful for when the time comes.
The new year’s content calendars are set, but it’s never too late to try something else that has the potential to connect better with your audiences.
Trends come and go and if used well, can send your company soaring, but get too close to the sun, and you’ll end up like Icarus, especially in such a volatile economy. The basics of marketing and content making, you’ll find, is what will keep you afloat.
