Published on April 27th, 2022
The pandemic has changed consumer behavior and information needs, leading to increased opportunities for content marketing. Professional transcription services from Transcriberry studied the results of research and expert opinions and determined what trends await us in 2022.
As consumers have moved online en masse and the world as we knew it is a thing of the past, many questions arose – and people sought answers from brands.
In 2021, 43% of marketers will increase their content marketing budget. Another 66% expect it to increase again in 2022. All of these funds will be used to develop new areas
VR and AR
In 2022, social platforms will move towards the introduction of new virtual and augmented reality (VR, AR) technologies and meta-world functions.
Already now, using glasses and lenses, companies create interactive 3D models and give customers tours of houses under construction: IKEA used AR technologies to help customers “try on” virtual furniture to their interiors before buying.
Brands will create immersive and VR actions that combine two worlds – real and virtual. This will expand the customer experience and create new product experiences.
It’s not just about filters and selfies masks. Brands will integrate into digital events in a variety of creative formats: trade shows, sports matches and concerts. According to Snap research, the use of AR increases conversions by 94%.
Social networks, following Facebook’s example, will create separate apps and features for designers to attract third-party content producers to create augmented reality effects.
Short Video Content
According to a Cisco report, by 2022, 82% of all IP traffic will be video content. Today, social network users have a lot of choice, they want to get educational and entertaining information quickly, so the ways of presenting short videos will become more and more creative.
TikTok’s growing popularity suggests that short and vivid videos will remain at the peak of demand. Such videos are suitable for holding an audience’s attention.
Following in the footsteps of TikTok, whose audience has exceeded 1 billion users and continues to grow rapidly, other social networks: Instagram launched an alternative in the form of Reels, YouTube presented the format Shorts.
Sooner or later, the major platforms will introduce this type of content and will improve it.
Generational Priority And Socially Oriented Marketing
In 2022, TikTok will continue to grow aggressively and become an app for connecting with existing and future consumers.
The younger, solvent generation is not looking for content – zoomers expect to find it on their own, based on their tastes.
Content has to be interesting, educational, and fulfilling. In the Russian segment, there is an entrenched stereotype that Generation Z is not yet solvent, but with budgets and expenses, they are fine, so brands need to adjust their advertising activity to them now.
Content should reflect the values and preferences of the audience along the entire path to purchase. According to Ernst and Young, 83% of millennials expect brand values to align with their own, while 81% are willing to support socially responsible businesses.
In 2022, advertising offers will go beyond basic knowledge about their users, such as age, marital status, and preferences, to become even more personalized. 67% of audiences surveyed by Adobe said brands should automatically adjust content based on context, with 42% of audiences simply annoyed by non-personalized offers.
Thus, consumers will ignore brands with irrelevant ads and favor personalized messages. To remain visible to audiences, brands will have to focus on their actual needs, individual decision-making styles, interests, hobbies, etc.
For now, the TikTok algorithm has the palm of personalized recommendations among all social networks. Other networks need to catch up, so as not to lose the attention of the audience.
Micro- And Nano-Influencers
Bloggers will remain an important tool for interaction between brands and the audience, but in a number of segments, the focus will shift towards micro-and nano-influencers (with an audience of up to 10 thousand and from 10 to 100 thousand subscribers).
Statistics show that 82% of audiences follow niche Influencers rather than celebrities. In other words, they trust those who are closer to them.
Influencers, in turn, help brands build a warmer rapport with their customer base and organize product sales, as well as spread the word about products before In 2022, social networks will draw users in even more: in addition to viewing interesting content, there will be even more gaming, interacting with brands live and making purchases.
And marketers will have to become even more creative and attentive to every detail in order to keep everyone’s attention at the same time in a highly competitive environment.
it even hits the market. Brands will gravitate toward micro-influencers because they provide high engagement, audience loyalty, and budget savings.
Brands will allocate marketing budgets across different platforms such as Instagram, YouTube, and TikTok, using local opinion leaders who can tailor the right approach for each micro-segment of the audience.