This year’s market offers a plethora of avenues for advertising. Here’s what to watch.
Reaching New Audiences Will Become a Primary Goal
According to research completed by HubSpot, the main social media goals of most marketers in 2022 will be to reach new audiences, grow relationships with customers, and boost customer service. Previously, these goals focused more on boosting sales and advertising products. So, it’s anticipated that there will be a clear shift in how brands will use social media moving forward. Instead of using it purely for advertising, it will also be used as a channel for fostering deeper customer relations.
Diversity & Influence
In 2020, many brands spoke out against racism, with promises to listen, learn, and do better. Now two years later, the question remains: what’s next? Judging from a recent report, which found that the pay gap between white influencers and BIPOC influencers is 29%, brands still have a ways to go. While diversity and inclusion should never be a “social media trend” per se, we predict there will be an ongoing conversation about holding brands accountable to the promises they made to their followers. From influencer partnerships to event speaker lineups, we hope it becomes more of a standard moving forward. In other words, no longer something to simply check off your list.
Augmented Reality (AR) has been around for a few years now, and it’s becoming increasingly common for brands to use AR to enable consumers’ to test products before purchase. AR has proven effective for a business’ bottom line, as well. In fact, AR can improve click-through rates to purchase by upwards of 33%. augmented reality will become consumers’ preferred option when trying on products in 2022. For brands, AR is the most personal way to reach people and is more effective at driving results compared to other forms of advertising and marketing.
Brands that haven’t gotten on the podcast train should point their social listening tools towards the space to see how you can fit your brand into the conversation. If you don’t, your competition likely will. The online conversation is massive and enjoying healthy levels of positive sentiment at 60% on a scale of -100 to 100 over the past three months.
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