The Top 5 B2C Marketing Trends of 2022

1. Short videos will be a priority.

Short videos become popular in early 2020, and there is no sign of showing down. Back then, TikTok was the first choice for short video content. Today, Instagram Reels and YouTube Shorts are also competing for users’ attention.

This is good news for brands, as the short video trending content provides B2C marketers with second highest ROI in 2021, behind influencer marketing.

Although the ROI is ranked second, the trend that marketers plan to invest is the most in 2022. Approximately 33% of B2C marketers have invested in short content, and one-third of those who have not invested will be the first to invest in 2022.

Short videos are a key feature in social media today. Data shows that social media is in a leading position in corporate marketing investment.

This may be because three key objectives of B2C brand marketing campaigns in 2022 are to increase brand awareness (49%), promote products (44%). and increasing revenue (43%). 

Using social media, you can complete at least two out of three tasks. Brand awareness has always been the main benefit of using social media, but things have changed.

Today, with so many platforms offering in-app shopping experiences and advanced advertising formats, brands can achieve more marketing goals.

2. Influencer marketing will still be a key lead/revenue driver.

For most B2C marketers, the power of influencers is clear.

In 2022, 61% of B2C marketers surveyed plan to use it in 2022. In fact, this is the third major trend they plan to prioritize, second only to short video content and inbound marketing.

This is because in 2021, it provides the best return for B2C brands. When asked to choose their top ROI driver from a list of 27 strategies, 11% of B2C marketers chose influencer marketing. 

What may be different in the future is the type of influencer brand attention. Historically, brands have focused on the largest and most popular influencers with whom they collaborated.

However, some data suggest that micro-influencers micro-influencers with less than 100K followers may be more effective. 

3. Audio content will take a front seat.

The data shows that video is the leader in content marketing. However, audio is slowly mixing onto it.

According to the survey, only 19.1% of B2C marketers use podcasts or other audio content in their marketing. Among those who actually use it, 37.4% believe it is one of their most effective trends.

Although the adoption rate in 2021 is low, the data shows that more B2C marketers will add audio content to their marketing efforts in the new year.

Around 43% of B2C marketers plan to increase their investment in podcasts in 2022, while 38.4% plan remain unchanged. This shows that in all industries, brands recognize the power of audio content.

4. Social responsibility will be more important.

Now, more than ever, consumers want and expect brands to be more transparent and take a stand on social media.

In the past two years, especially at the height of the COVID-19 crisis and social justice calls, consumers have begun to make brands more responsible. In 2022, brands will meet this demand.

Currently, only a third of B2C marketers surveyed believe that social responsibility is an effective marketing trend. Despite this, 45%of people plan to increase their investment in 2022.

5. Brands will continue to apply inbound marketing strategies.

Inbound marketing is about meeting with.This is not a marketing job that pushes information to consumers, but focuses on attracting them to ask you for help.

Behind short- video, inbound marketing is the top trend marketers will invest in next year. In fact, more than 80% of marketers plan to maintain the same budget or add more for this strategy.

This is achieved by following the “Attract, Delight, Engage” model, which uses content marketing, SEO, marketing automation, social media, and more to cultivate consumers at every stage of the buyer’s journey.