As 2021 ends, we thought it was only right to examine which marketing trends are most likely to continue right through to the new year. So, what are the top trends for 2022 expected to be? Let’s find out!

1.     Podcasts

Video didn’t kill the radio star.

Podcasts have become an integral part of our digital audio experience.

After all, why listen to music in the gym when you can listen to a nature podcast instead?

For brands, advertising through podcasts, or even hosting their own, is a no-brainer.

In 2022, we expect to see more brands launching their own podcasts to discuss issues and ideas related to their industry.

2.     Sustainability

As more of us become more invested in the fight against climate change, particularly as its effects will be all the more visible in the coming years, brands who show commitment to the planet in their campaigns will reap the most rewards from consumers who want their purchases to help the planet.

3.     Online and OOH shopping journeys

Gone are the days where digital and OOH were at war. Now, consumers prefer to browse both online and in-store before making a purchase.

For advertisers, this means optimising campaigns for both online and in-store.

4.     Supporting charities

Consumers want to know that some of their money is going to a good cause. By supporting charities, brands make it easier for consumers to make purchases while also supporting the charity in the process.

In 2022, more and more brands will be pledging a portion of profits to different causes and attracting these ethical consumers.

5.     Localism

Localism describes the preference of consumers for supporting local businesses and brands rather than those from further afield.

In the coming years, even more of us are expected to favour local businesses in this way and support our local economies. By targeting local people, brands can attract these consumers.

6.     Shorter video

Snapchat, TikTok, Instagram and YouTube all have their own versions of short video tech, and with good reason.

When videos are shorter in length, consumers can see more content. With a short video, there really is something for everyone.  

7.     Education

Fans of a brand’s content don’t just return time and time again for entertainment reasons.

Brands who create educational content about topics related to their niche are seeing huge communities grow around their digital channels, communities that are likely to grow in the coming year.

8.     Live video

Livestreaming is huge right now, and it’s only getting bigger.

In fact, 78% of Brits currently watch live streams on a regular basis.

With the unique ability to create a sense of both urgency and exclusivity, live streams see potential consumers rushing to join in the fun and see what’s going on in-stream.

For brands looking to create a sense of community around their products and services, a live stream will continue to be the amazing tool that it is in 2022.

9.     Influencer marketing

Despite being a relatively new industry, influencer marketing is here and is here to stay.

Expected to grow to an incredible $15bn by 2022, nearly half of marketers claim to spend over 20% of their marketing budget on influencers, while some brands like Estee Lauder spend three-quarters of their overall marketing budget on influencer campaigns.

Why? Because it works.

Even as the world enters a more hybrid approach to shopping journeys, consumers still respond best to personality. People would rather buy products from a person, rather than from a faceless brand.

That’s why in 2022, brands will continue to employ influencers and celebrities to become the face of their brand, and to help them convey their brand story.

This brings us to…

10.  Owning your brand story

Every brand has its own story, but some brands haven’t told theirs well enough yet.

No matter what campaign you are working on, no matter the platform or time of year, every piece of content that your target audience comes across should reflect your brand story in some way. 

Knowing who you are as a brand, and showing who you are as a brand, is essential to create a connection with your audience that has them coming back for more.

What trends will you use to showcase your brand story in 2022?

To learn more about the Trends Marketers Should be Aware of, get in contact today.