In 2022, 51% of B2C entrepreneurs plan to extend their advertising price range.
To know what tendencies B2C entrepreneurs are leveraging in 2022, we surveyed 1,067 world advertising professionals working in B2B and B2C firms.
From influencer advertising to digital occasions, there are such a lot of efforts manufacturers can concentrate on. Let’s examine what our newest analysis says about what labored effectively for B2C entrepreneurs this 12 months and the place they plan to spend money on 2022.
The Prime B2C Advertising and marketing Tendencies of 2022
- Brief-form video shall be a precedence.
- Influencer advertising will nonetheless be a key lead/income driver.
- Audio content material will take a entrance seat.
- Social duty shall be extra vital.
- Manufacturers will proceed to use inbound advertising methods.
1. Brief-form video shall be a precedence.
Short-form video took off in early 2020 and reveals no indicators of slowing down.
Again then, TikTok was the primary place to go for short-form content material. In the present day, Instagram Reels and YouTube Shorts are additionally competing for customers’ consideration.
That is excellent news for manufacturers, because the short-form video pattern content material supplied the second-highest ROI for B2C entrepreneurs in 2021, behind influencer advertising.
Regardless of coming in second for ROI, it is the pattern entrepreneurs plan to spend money on probably the most in 2022. Roughly 33% of B2C entrepreneurs already spend money on 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 function in social media at present. And in response to the info, social media takes the lead in advertising investments for companies.
That is seemingly as a result of three key objectives B2C manufacturers may have when operating advertising campaigns in 2022, shall be increasing model consciousness (49%), promoting merchandise (44%). and that increasing income (43%).
With social media, you possibly can accomplish a minimum of two out of three. Model consciousness was at all times the principle good thing about utilizing social media however issues have developed.
In the present day, with so many platforms providing in-app purchasing experiences and superior advert codecs, manufacturers can meet extra of their advertising objectives.
2. Influencer advertising will nonetheless be a key lead/income driver.
For many B2C entrepreneurs, the facility of influencers is evident.
In 2022, 61% of B2C entrepreneurs surveyed within the research plan to leverage it in 2022. In truth, it is the third-highest pattern they plan to prioritize, behind short-form video content material and inbound advertising.
It’s because in 2021, it supplied B2C manufacturers the very best returns. When requested to pick their high ROI driver from a listing of 27 techniques and techniques, 11% of B2C entrepreneurs selected influencer advertising.
What is likely to be totally different sooner or later is the kind of influencer manufacturers concentrate on. Traditionally, manufacturers have targeted on the most important and hottest influencers to accomplice with.
Nonetheless, 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 evident: Influencer advertising is not going wherever.
3. Audio content material will take a entrance seat.
Information means that video is the chief relating to content material advertising. Nonetheless, audio is slowly creeping up into the combo.
In accordance with the survey, solely 19.1% of B2C entrepreneurs use podcasts or different audio content material of their advertising. Of those that do use it, 37.4% discover it to be one in every of their simplest tendencies.
Regardless that adoption was seemingly low in 2021, the info means that extra B2C entrepreneurs will add audio content material to their advertising efforts within the new 12 months.
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 fascinating enjoyable truth is that this explicit piece of information is nearly the identical for B2B entrepreneurs.
This means that throughout all industries, manufacturers acknowledge the facility of audio content material.
4. Social duty shall be extra vital.
Now greater than ever, shoppers need and count on manufacturers to be extra clear and take a stand on social media.
In truth, a 2020 Edelman Trust Barometer survey revealed that many shoppers see belief as a number one issue of their buying choices.
Previously two years, notably within the top of the COVID-19 disaster and requires social justice, shoppers 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 pattern. Regardless of that truth, 45% plan to extend their funding in 2022.
5. Manufacturers will proceed to use inbound advertising methods.
Inbound advertising is all about assembly shoppers the place they’re. As an alternative of selling efforts that push messaging out to shoppers, this focuses on attracting them towards you.
Behind short-form video, inbound advertising is the highest pattern entrepreneurs will spend money on subsequent 12 months.
In truth, over 80% of entrepreneurs plan to maintain the identical price range or add extra for this technique.
That is carried out by following the “Appeal to, Delight, Have interaction” mannequin that leverages content material advertising, search engine marketing, advertising automation, social media, and extra to nurture shoppers at each stage of the client’s journey.
There you have got it – among the high tendencies B2C entrepreneurs will spend money on 2022. Between publishing common video/audio content material on social media and growing a powerful inbound advertising technique, entrepreneurs have a busy 12 months forward.
To maintain up with the newest tendencies in advertising, keep tuned for extra upcoming advertising technique analysis posts, download the 2021 HubSpot Not Another State of Marketing report to be taught what advertising professionals targeted on this 12 months.