1. Voice search
Siri, Alexa or Google Nest, and voice assistants are more and more numerous. Announced for several years as a leading trend, the use of voice search continues to progress. In 2022, voice search will shake up the SEO strategy. Why? Because in one minute, we can type only 30 words on a keyboard against 200 spoken words. An unbeatable time saving that should push 36.3% of the population to equip themselves with a voice assistant by 2025.
These announcements from the two digital giants force brands to find other techniques to capitalize on personalized marketing and improve their conversion rate.
3. The metaverse boom
By renaming the Facebook group “Meta”, Mark Zuckerberg announced that we will soon all be living in a virtual world. Despite mixed reactions to Meta, digital platforms have evolved to the point where they can deliver truly immersive experiences. The public is spending more and more time in virtual worlds, so there are more wallets to monetize, which makes brands think more about how to invest in this sector, open a virtual store, etc.
Brands like Disney and Marvel have already created their own spaces in the Fortnite game. Netflix, meanwhile, has imagined a virtual shopping center, from its flagship series Stranger Things, on Roblox. In the world of luxury, Gucci is pioneering digital brand experiences and virtual reality shopping environments. Is it time for everyone to think about the opportunities offered by virtual worlds?
4. Social audio
With the appearance of the Clubhouse platform in 2021, audio has reinvented the world of social networks. If the enthusiasm around the application quickly went down, Facebook and LinkedIn have also bet on social audio. Facebook launched Live Audio Rooms last October, allowing public figures and certified creators to animate live audio rooms. This feature is therefore a simple way for groups to strengthen the commitment of their community. Facebook has also made it possible to link its Facebook page to the RSS feed of its podcast shows so that these appear directly on the social network. Podcasts are growing year on year so there are 48 million published in 2021 alone.
In 2022, brands will have to develop their storytelling and become the narrator of their story. You have to deliver your message in a way that tells a story about your products or services. Consumers don’t want to hear how great your product is, but how that product solves that specific problem. Too many companies still use flowery words to describe their products, and often they don’t offer a concrete demonstration of the product’s benefits. Show facts and present results. Storytelling is a new form of marketing. You won’t be selling directly, but your customers will be like, “This product looks good, maybe I should try that. »
6. The short format
The short format explodes on social networks. Whether it’s TikTok videos or Instagram Reals, these capsules that can last up to 30 seconds are popular. According to Instagram’s Head of Content Creator Partnerships for Southern Europe, Guillaume Thévenin, “The acceleration of short-form video content is a trend we’re seeing everywhere, including on our platform, where videos of less than 15 seconds already represent 45% of the videos posted in the image stream”. The result is clear, the Réels generate more engagement than any other content on Instagram. This success is explained by the fact that users find it difficult to channel their attention on the Internet and get tired quickly. With this format,
7. One-to-one marketing
The customer has more and more channels to consume content: social networks, podcasts, blogs, websites, videos, etc. It will therefore be important to take the time to identify the channel used by your target and to adapt your communication strategy accordingly. Being present on several channels will allow you to personalize your message and adapt the format of your content according to its respective audience.
According to the German agency InfluencerDB, the engagement rate of major influencers is decreasing and barely reached 1.21% in 2021. The reason is simple, there are too many sponsored posts on Instagram. This does not mean that you should no longer use influencers to promote your business, but rather turn to micro-influencers. These influencers bring together communities that can range from 1,000 to 100,000 people. It is better to collaborate with a greater number of influencers but to favor those who have a higher engagement rate.
Micro-influencers are all the more interesting solutions because they cost less than large influencers and have small targeted communities.
9. NFT Communities
In 2021, many brands like Visa or Adidas have taken part in the experiment by launching NFTs ranging from digital collectibles to exclusive event passes. In 2022, NFTs will become more mainstream, and more and more brands will adopt social tokens as artworks and digital assets but also create and grow vibrant brand communities. Some brands may launch collections of NFTs in limited editions to offer their owners exclusive benefits, such as access to private forums with brand executives or exclusive products. With the NFT space being unlimitedly flexible, brands can leverage the growth and ownership of their communities.
10. Automated Marketing
Another marketing trend to watch in 2022 is marketing automation. Automating the workflows of repetitive tasks will save you time and increase efficiency. Automation does not mean a single approach for all customers, it is important to personalize your offer.
Also Read: Top 5 Myths About Digital Marketing