Ever wondered what a post-pandemic world would look like from a marketing standpoint? The answer might be more familiar than you think.

With 2021 soon to be in the rear-view mirror, what should you do in terms of marketing? Is now the time to take the foot off the gas pedal? Or can you take advantage of what’s to come in 2022 by positioning yourself ahead of the curve?

Most businesses focus on marketing in the here and now. But the most successful companies always keep one eye on the road ahead. 

Heading into a new year is the perfect opportunity to look back at what worked, analyse market trends, and figure out a way to make the most of the year ahead.

So, what can you expect? What are some of the most popular trends you need to know about to roll out a great marketing strategy for 2022?

This article will cover five of the top trends and what they mean for your business scaling strategy.

The Five Trends to Watch Out For

Trend #1 – A Thriving Environment for Live Streaming

Up to 79% of people are more easily convinced by brand videos to buy software, apps, services, or products. And businesses that go heavy on video marketing tend to enjoy up to 41% more organic traffic.

Almost three-quarters of millennials agree that videos are more helpful than written content. 

Even before the pandemic, Facebook, in particular, reported 2.5 billion active users per month in Q4. And during the lockdowns of 2020, more people turned into social media networks to pass the time, for entertainment purposes, or to research the things they needed.

While social media remains a staple of online marketing, live video on social networking platforms can generate up to 1,200% more shares than traditional text posts and images.

Most experts agree that the live streaming market will be worth around $270 billion by 2027. But this shouldn’t surprise anyone.

Consistent improvements and innovation in streaming technology have raised quality standards and made streaming accessible to a broader range of businesses. 

That said, there’s also something about watching a live video that automatically makes it more engaging than a pre-recorded video. It has an air of authenticity that consumers respond better to under any circumstances.

Trend #2 – The Rise of Storytelling

This is related to the previous trend. But why do people prefer live streaming? 

Live content is all about storytelling. It allows streamers, marketers, content creators, and brands to connect with their audiences more intimately. And people get to see raw content – there are no scripts, no perfectly crafted scenarios, and carefully selected words.

That said, Instagram saw perhaps the biggest increase in watched video time among adults in recent years. And the average user spends around 30 minutes watching video content. But how did it spark this increase?

One of the features that raised engagement levels is Instagram Live. And Instagram Stories was another driving force. Needless to say, people enjoyed knowing about each others’ stories through videos.

Trend #3 – Hybrid Events

Social events, speaking engagements, and workshops were among the best ways to generate leads, close sales, and expand your network. They were staples of most marketing strategies.

For a while, virtual events were the only possible way to engage customers and leads continually. But due to the pandemic, the market has shifted towards something different – hybrid events. 

Some consumers hope to see a return to physical events, while others prefer the flexibility of virtual events. Thus, bridging the gap between the two is the latest trend. Hybrid events were all the rage in 2021, and this trend isn’t slowing down anytime soon.

Trend #4 – Mobile-First Marketing

The mobile eCommerce sector has grown consistently over the years. As more and more people pivot towards smartphones and tablets, online marketing needs to cater to the latest consumer base expectations.

Because of that, 2022 will likely see an increased demand for mobile website optimisation. And that doesn’t just mean a great UI. Mobile-friendly content is also crucial to a successful digital marketing strategy. 

Customised websites and content adjusted for smaller screens can help you increase your traffic and make more sales.

Trend #5 – Influencer Marketing and Increased Social Media Presence

Not all social networking platforms are created equal. Facebook may still dominate in market share and ad revenue, but consumers are more comfortable than ever with the idea of switching between platforms. 

That’s why you have to build your presence on multiple platforms.

TikTok, Reels, Snapchat, YouTube – these are platforms that have enjoyed fantastic growth in 2021 in terms of video hours watched. And this growth doesn’t have a lot to do with a platform’s offer. Rather, it’s because of the video content, especially those made by influencers.

The reality is, people often follow influencers. At least 27% of Gen Z consumers prefer following influencers instead of getting their content directly from their favourite brands. They look to these influencers when making purchase decisions.

What These Trends Mean for You

Let’s get one thing out of the way:

Many of the things that worked in 2021 will still work in 2022, perhaps even better following some tweaks to your strategies.

That said, it’s essential to realise that live videos and storytelling content are among the hottest trends going forward. Putting an emphasis on these two factors can supercharge your online marketing strategy and truly scale your business.

Furthermore, social media platforms face the fiercest competition. The features and technology driving a social networking problem might not be big differentiators anymore. Consumers are slowly opening up to the idea that you can switch platforms to follow influencers.

Therefore, businesses need to adapt, especially when using micro-influencers, to gain visibility, generate leads, and make sales. 

It’s more important than ever to keep a close eye on your target audience. They may no longer be concentrated on one or two social media platforms, but actually frequent many more.

2022 Will Bring Many Opportunities

In many ways, the pandemic did digital marketing a huge favour. 

It helped speed up the transition process by forcing non-believers to give it a try. Many consumers shifted to the online medium and saw the benefits.

More businesses also started competing in the virtual space and boosted their sales numbers, even beating pre-pandemic records.

In 2022, digital marketing won’t slow down. It may very well skyrocket as businesses and marketers have even more opportunities to engage audiences, thanks to feedback and the convenience of absorbing content at home, on the go, and so on.

And if you can adapt your marketing to the upcoming trends, you’ll win big.

When you’re ready to learn how to futureproof your marketing approach, feel free to schedule your free GMS consult and get started.