In 2022, 51% of B2C entrepreneurs plan to extend their advertising and marketing finances.
To know what tendencies B2C entrepreneurs are leveraging in 2022, we surveyed 1,067 international advertising and marketing professionals working in B2B and B2C firms.
From influencer advertising and marketing to digital occasions, there are such a lot of efforts manufacturers can give attention to. Let’s examine what our newest analysis says about what labored effectively for B2C entrepreneurs this yr and the place they plan to put money into 2022.
The High B2C Advertising and marketing Tendencies of 2022
- Quick-form video shall be a precedence.
- Influencer advertising and marketing will nonetheless be a key lead/income driver.
- Audio content material will take a entrance seat.
- Social duty shall be extra necessary.
- Manufacturers will proceed to use inbound advertising and marketing methods.
1. Quick-form video shall be a precedence.
Short-form video took off in early 2020 and exhibits no indicators of slowing down.
Again then, TikTok was the primary place to go for short-form content material. Right this moment, Instagram Reels and YouTube Shorts are additionally competing for customers’ consideration.
That is excellent news for manufacturers, because the short-form video development content material provided the second-highest ROI for B2C entrepreneurs in 2021, behind influencer advertising and marketing.
Regardless of coming in second for ROI, it is the development entrepreneurs plan to put money into probably the most in 2022. Roughly 33% of B2C entrepreneurs already put money into short-form content material, whereas one-third of those that have not will achieve this for the primary time in 2022.
Why now? Properly, short-form video is such a key characteristic in social media immediately. And in line with the information, social media takes the lead in advertising and marketing investments for companies.
That is probably as a result of three key targets B2C manufacturers can have when operating advertising and marketing campaigns in 2022, shall be increasing model consciousness (49%), promoting merchandise (44%). and that increasing income (43%).
With social media, you possibly can accomplish at the very least two out of three. Model consciousness was all the time the primary advantage of utilizing social media however issues have advanced.
Right this moment, with so many platforms providing in-app purchasing experiences and superior advert codecs, manufacturers can meet extra of their advertising and marketing targets.
2. Influencer advertising and marketing will nonetheless be a key lead/income driver.
For many B2C entrepreneurs, the ability of influencers is obvious.
In 2022, 61% of B2C entrepreneurs surveyed within the research plan to leverage it. In actual fact, it is the third-highest development they plan to prioritize, behind short-form video content material and inbound advertising and marketing.
It is because in 2021, it provided B2C manufacturers one of the best returns. When requested to pick their prime ROI driver from an inventory of 27 ways and techniques, 11% of B2C entrepreneurs selected influencer advertising and marketing.
What could be completely different sooner or later is the kind of influencer manufacturers give attention to. Traditionally, manufacturers have targeted on the largest and hottest influencers to companion with.
Nevertheless, some data suggest that micro-influencers with underneath 100K followers could also be more practical.
Whereas the decision continues to be out on that, one factor is obvious: Influencer advertising and marketing is not going anyplace.
3. Audio content material will take a entrance seat.
Knowledge means that video is the chief on the subject of content material advertising and marketing. Nevertheless, audio is slowly creeping up into the combo.
In line with the survey, solely 19.1% of B2C entrepreneurs use podcasts or different audio content material of their advertising and marketing. Of those that do use it, 37.4% discover it to be one in all their simplest tendencies.
Although adoption was seemingly low in 2021, the information means that extra B2C entrepreneurs will add audio content material to their advertising and marketing efforts within the new yr.
Roughly 43% of B2C entrepreneurs plan to extend their funding in podcasts in 2022 whereas 38.4 plan to maintain it the identical. One other attention-grabbing enjoyable reality is that this explicit piece of information is nearly the identical for B2B entrepreneurs.
This implies that throughout all industries, manufacturers acknowledge the ability of audio content material.
4. Social duty shall be extra necessary.
Now greater than ever, customers need and anticipate manufacturers to be extra clear and take a stand on social media.
In actual fact, a 2020 Edelman Trust Barometer survey revealed that many customers see belief as a number one issue of their buying selections.
Up to now two years, significantly within the top of the COVID-19 disaster and requires social justice, customers have began holding manufacturers extra accountable. In 2022, manufacturers shall be addressing that demand.
Presently, solely a 3rd of B2C entrepreneurs surveyed discover social duty to be an efficient advertising and marketing development. Regardless of that reality, 45% plan to extend their funding in 2022.
5. Manufacturers will proceed to use inbound advertising and marketing methods.
Inbound advertising and marketing is all about assembly customers the place they’re. As a substitute of promoting efforts that push messaging out to customers, this focuses on attracting them towards you.
Behind short-form video, inbound advertising and marketing is the highest development entrepreneurs will put money into subsequent yr.
In actual fact, over 80% of entrepreneurs plan to maintain the identical finances or add extra for this technique.
That is accomplished by following the “Entice, Delight, Interact” mannequin that leverages content material advertising and marketing, web optimization, advertising and marketing automation, social media, and extra to nurture customers at each stage of the client’s journey.
There you’ve it – a number of the prime tendencies B2C entrepreneurs will put money into 2022. Between publishing common video/audio content material on social media and creating a powerful inbound advertising and marketing technique, entrepreneurs have a busy yr forward.
To maintain up with the newest tendencies in advertising and marketing, keep tuned for extra upcoming advertising and marketing technique analysis posts, download the 2021 HubSpot Not Another State of Marketing report to be taught what advertising and marketing professionals targeted on this yr.