In 2020, the world expected the curve to flatten in 2021, only for the COVID-19 pandemic to worsen. Now, thanks to the vaccines, many hope to end the pandemic by 2022. Of course, that’s not absolute yet, but at least, things are getting back to normal.
With brands and small businesses regaining their lost momentum, ending the pandemic can dramatically change marketing trends. Social media and content marketing will see the most changes. Since people base their purchasing decisions on online content now, whatever brands show them on the internet will influence spending in 2022. So what might change? Here are the top predictions so far:
Social Media Marketing
1. The Metaverse Concept
A few days ago, news broke out about Facebook changing its name to Meta Platforms, Inc. But in truth, the Facebook metaverse has been announced as early as July. But what is metaverse, and how will it change marketing?
The metaverse is basically the internet brought to life. Think virtual reality, but instead of looking at a screen, you can actually “enter” the virtual environment, as Mark Zuckerberg puts it. The metaverse is a world of endless, interconnected virtual communities where people can come together. It still requires a virtual reality headset; only you can interact with real people instead of going inside a game.
As such, the metaverse can accommodate everyday activities such as social media browsing and shopping.
Big consumer brands are trying to jump onto the metaverse trend, too. In June, Gucci collaborated with Roblox to sell digital-only accessories. Cola-cola and Clinique have taken steps to enter the metaverse as well. In a few months, you might see ads in the metaverse and go to the virtual mall.
2. In-stream Shopping
Since the metaverse isn’t accessible for everybody, social media has to provide alternatives for more budget-conscious shoppers. Hence, in-stream shopping, which began in 2020, will keep being available in 2022. In-stream shopping is an e-commerce feature on social networking sites. It allows users to shop directly from social media instead of using a brand’s official website.
Live shopping will also stay on the trends. It became popular in China in 2017, the market rising by around 280% between then and 2020. It’s now set to become a $423 billion market by the end of 2021.
3. Algorithmic Shifts
One of the new features of the iOS15 is allowing apps to track your activity. This gives people the option to stop seeing content that doesn’t truly interest them. Brands can be disadvantaged by this since their ads might no longer reach as many people. But there’s a silver lining: algorithmic shifts can allow users to reduce content like political news, for example. In turn, they can let brands be more visible since people enjoy online shopping more than keeping up with stressful current events.
4. Payment Frameworks
Online influencers make most of their money from YouTube and Instagram. By 2022, they might be able to earn income from their tweets, too. Twitter has been pushing for building payment frameworks for creators. This will allow social media influencers to use Twitter for their sponsored content, too. Brands, on the other hand, can extend their reach and gain more leads from Twitter.
Content Marketing
1. Content-focused Approaches
Customer retention is the primary goal of content-focused approaches. It can also improve search engine rankings and convert leads. Content-focused methods include keeping a website updated, examining how customers interact with the product after they buy it, and including promotional information on the website.
To keep their websites optimized, brands often employ a content management system (CMS). It’s a software application that lets users edit, create, or enhance a website’s content without performing complicated coding procedures. Kentico is one example of a popular CMS software for big brands. They use Kentico development services to maintain their website and its high ranking on search engines.
2. Visual Storytelling
If social media can take its users to another world, a brand’s website can do the same. But they don’t have to enter the metaverse to do it. Instead, brands can post cinematic-quality videos on their website. The videos should tell the story behind the brand, immersing its customers and forging a connection with them. After all, everyone loves a good story, so people will surely remember a brand that told them one.
3. Podcasts
Podcasts are becoming increasingly popular, with educational topics are on the rise. Hence, brands can collaborate with popular educational podcasts to promote their products or services. A podcast about creative writing, for example, can be approached by a self-publishing company or an editorial services firm.
Interesting changes await the world in 2022, so online shopping must get even more exciting next year. Advertisers might also develop new techniques, so let’s stay updated with the news and anticipate these amazing predictions.
