With various lockdowns, health restrictions, and epidemics, consumer habits have changed a lot! The consequences on the marketing sector as on other sectors have been immediate.
In 2020, average marketing expenditure was 11% compared to 6.4% in 2021.
In 2021, it’s impossible to miss the 50% drop in marketing expenditure!
However, we’re now seeing an exponential increase in digital audiences. Some brands have taken advantage of the health crisis to consolidate their digital presence.
And we can see a 25% increase in the social network sector!
This is why, at the end of 2021, Neads is revealing its analysis of the new trends emerging in 2022.
So stay tuned for these trends to help you better drive your business.
1. The Growth of Social Selling
All social networks have surfed the wave by offering Shopping features directly on their applications to make it easier for e-merchants to reach a specific target.
For example, recently, Pinterest gave its users the opportunity to buy items without ever leaving the app. If you want more information on the subject, it’s here.
To illustrate our point, let’s mention one of our clients, ATNT, who created an online presence and used social media to better target their customers and ensure good exposure. You can find our more about ATNT here.
2. Video content
Confined to their homes, consumers used the internet for everything from information to communication and entertainment.
In order to meet their followers’ need for entertainment and pass the time, brands jumped on video trends that generated the best results on social media platforms. Whether in terms of reach, impressions, or engagement rate, these are some of the most popular videos online today! But short videos work best, like TikTok posts or Instagram Reels.
The craze is such that companies are investing more and more in video content, even if it means cutting one long video into several videos.
It’s really important for your company to take advantage of this turning point in content development.
3. The meteoric rise of TikTok
With more than a billion active users, TikTok has become the essential platform for online sellers looking for brand awareness. Uptake really picked up at the start of the first lockdown, and the app is now taking things to the next level with new features aimed at helping professional users reach a wider audience.
Featuring a product in a popular TikTok video causes an explosion of orders in stores or online.
TikTok has gradually become a veritable marketplace.
So much so that “as seen on TikTok” has become a real selling point.
TikTok’s maturity will bring with it many new features such as monetisation for content creators, the integration of stories, the ability to pin posts, etc. Learn more about TikTok Shopping here.
TikTok is beginning to overtake its competitors with its exponential growth.
4. Influencer marketing
We’ve all been there. You receive a message from a friend who recommends a revolutionary new product. Or, you see a story from an influencer who tells you about an essential object that could make your daily life so much better.
In 2022, no one will be able to say that they’ve never stopped scrolling to watch this type of content.
This trend has been around for a few years now: influencer marketing.
Consumers place their trust in content shared by their close friends or their favourite influencers.
The opinion of people they like, that they “know”, or a constructive opinion in the comments give them confidence and encourage them to buy from your company.
This will make it easier for your content to be discovered by a large community.
The feeling of belonging to a community is mainly linked to digital technology today.
5. The growing power of communities
There are 50 million people in the world who consider themselves “creators”, according to SignalFire.
This can be a considerable advantage for you.
It could allow you to have a good reputation with the communities that create products in a similar field to your own.
Today, this strategy is a major marketing channel that’s increasingly popular because it offers you the possibility to reduce the cost of collaborations with well-known influencers and increase your results.
Are you looking to develop your brand on social media?
Neads is the partner for you!
Contact us now!
By Nathan Elmaleh
