Marketing strategies help serve as a guideline to your campaigns for the year. And, as we’ve learnt in the past couple of years, anything can happen. So, when you’re planning your 2022 strat, it’s important to reflect on the previous year and decide what worked and what didn’t.
It’s also important to consider how consumer trends shape the way you market your products and services to them. And in 2022, customers are habitually consuming visual content and focusing on the sentimental value of brands over what they sell.
If you’re wondering how you can incorporate these trends into your 2022 strategy, look no further! media update’s Lara Smit is telling you exactly what your marketing strategies need to succeed this year.
Everyone’s vibing with videos
In 2022, marketers will see a massive shift towards video. With individuals spending up to 18 hours a week watching web videos, this medium is quickly becoming the leader in online content.
Therefore, it should come as no surprise that 86% of businesses have taken advantage of this medium as a marketing tool. And if that isn’t enough to convince you, Social Media Today reported that up to 87% of marketers claim that video contributes positively to their ROI.
If you’re wondering what types of videos you should include in your strategy, the answer is short-form. With 69% of online users preferring short-form over long-form videos, marketers can zoom their focus into using platforms that offer this like:
- Instagram Reels, and
- Youtube Shorts.
Tiktok originally gained traction amongst youths as a platform similar to Vine where they could create and share funny videos (usually dancing to their favourite songs or lip-syncing audio snippets from television series or movies). But today, this USD $50-billion social networking service is used by brands worldwide to market their products.
Last year Guess, one of the top denim brands, launched its TikTok profile by promoting its ‘#InMyDenim’ campaign. This campaign encouraged users to take videos of themselves transforming from average Joe’s wearing worn-out, tattered clothing into chic-looking individuals wearing Guess from head to toe.
Netflix also made use of this platform as a means of humanising its content. The platform included interviews of the actors that feature in its series and movies, as well as funny skits done by the very same actors.
Marketers may want to take note of how these brands used TikTok to make their products more accessible to consumers. Through Guess’s ‘#InMyDenim’ campaign, customers were involved in the creation of content — making them feel included and valued by the brand.
Additionally, Netflix’s TikTok videos submerge users into the worlds of the actors that they see on screen and showcase them in fun and relatable ways. This breaks the fourth wall between actors and viewers, making them feel more involved in the processes of the shows and films that they love.
As a highly visual platform, it makes sense why Instagram added its nifty Instagram Reels feature. This allows users to create 30 second videos that they can enhance using text, filters, music and digital stickers.
Using this feature is …….