Happy New Year!
As you begin planning for 2022, here are the top three marketing trends to incorporate into your marketing plans.
Trend #1: Influencer marketing is here to stay, grow and evolve.
Companies and brands as common as Nordstrom and Lululemon as well as businesses on Main Street, USA, and startups are placing influencer marketing at the top of their list in 2022. 46% of global marketing leaders plan to increase influencer marketing investments in 2022 and 11% say it’s the top ROI generating trend they have tested.
How and why has influencer marketing gone from an intriguing trend to a must-use marketing tactic? Because influencers are masters of the platforms they use and the field or topic they talk about. They have an engaged loyal audience who are interested in their content and influenced by the information and opinions the influencer provides.
When marketers collaborate with influencers and thought leaders they expand brand awareness, increase sales and gain fans from the influencer’s followers and audience. More than 56% of marketers who invest in influencer marketing work with micro-influencers, often “regular non-celebrity” people with 5,000 – 150,000 social followers. Because micro-influencers are considered “regular” people unlike out-of-touch, hard-to-reach celebrities, micro-influencers followers are more likely to trust their opinions and product suggestions than celebrity influencers.
When determining if an influencer is right for your brand, remember that true influence lives in engagement such as clicks, subscribes, and purchases … and don’t be fooled by the number of followers, more isn’t always merrier. Think quality over quantity and who is the right fit for your brand or company.
Trend #2: Marketers will keep video content short as attention spans of consumers become even shorter
Less will be more in 2022. Short video content takes less bandwidth to create, and the format aligns with the fast-paced attention spans of online audiences. This is why platforms like TikTok, Reels, and — in previous years — Snapchat have gained quick growth and marketing interest.
Trend #3: Marketers are becoming educators
In 2022 marketers will find themselves in the role of the educator, needing to educate and guide their customers rather than just trying to push them into buying something. Today’s consumers want information and are seeking guidance to make informed purchases. Companies and brands will need to set themselves apart by providing customers and prospective customers with detailed content to educate them, provide answers to their questions, and help them make informed purchase decisions.
In closing, as we prepare for a shiny new year, think about incorporating the following into your 2022 marketing plan to stay on-trend and engaged with your current and prospective customers, clients, and followers:
- Build customer trust and loyalty through data and technology. Data and technology are the driving force helping you (the marketer) and your customers become savvier about selling and buying.
- Use social media efficiently and effectively to “reach out and touch” your customers utilizing the information you know about your customers (through data and online engagement) to connect with them on a more personal level.
- Via all social platforms, use content and influencers to become a trusted advisor and friend to your best and most loyal customers and prospective customers, followers, and fans.