For the month of January, we’re looking at the industry-specific trends for 2022. Last week we looked at trends in web design (if you missed it, check it out here) and this week we’ll be taking a look at digital marketing – what’s carrying over from 2021 and what’s new in the online world.
Short Form Video
January has already seen the continuing rise of TikTok, making it the leading social media platform among Gen Z users. It has shifted the landscape of social media away from curated photo grids and status updates in favor of short video posts. Many other social media platforms have jumped on the bandwagon, with Instagram and Facebook launching Reels and YouTube leaning toward ‘shorts’. The popularity and ubiquity of short form videos in digital marketing emphasize the fast-paced way in which we consume content. It also highlights the need for simple and succinct messages, as well as engaging content.
Privacy and Trustworthiness
Almost everyone uses the internet every day, which means that almost everyone is overloaded with digital content, especially marketing. In recent years, it has led to consumers becoming ever more suspicious of the content they’re targeted with. Folks who track their analytics have already encountered the tighter privacy restrictions that alter the way they can track their users’ behavior. Google announced its lessening of third-party cookies by 2023, which means many marketers and advertisers will need to reevaluate their strategies. This can be looked at in two ways: as the upheaval of data-driven content or as the beginning of a new era of transparency and trust between companies and consumers. Be honest about what data you’re collecting from users and why, and make it easy for them to opt-out. Transparency builds trust, which can only benefit the relationship between companies and consumers.
Storytelling in marketing isn’t a new concept. However, when it comes to selling your product in the modern landscape, consumers are, as previously mentioned, overloaded with information and are tired of only hearing about how you (the brand) believe your product or service is better than the competition. They want to know how you have delivered on those promises in a way that will meet their expectations and needs. Positive reviews from customers are a piece of that puzzle but don’t let your reviews do all the talking. Consider shifting your focus to storytelling – show through stories and customer testimonials how your product or service can help meet a need or solve a specific problem. Edgaras Katinas said, “Storytelling is the new way of marketing. It won’t sell directly, but it will make your customers think, ‘Damn, maybe I should try this out.’ “ Storytelling may not result in direct sales but it will put your brand front and center in the minds of consumers who are considering a product or service for a specific issue.
As the digital landscape keeps changing, we must evolve with it. Consumers are being more and more selective about the media they receive and consume, and their expectations are high. Adjusting your digital marketing strategies to respect the demands of consumers in 2022 will provide you with a better opportunity to meet those expectations.