10 Marketing Trends That Shaped 2022

Though it began a few years ago, the pandemic continues to shape how nearly everything is done in the 2020s. Adjustments are being made in almost every industry, including marketing and advertising.  

Thankfully, marketers are masters at adapting to social and economic changes — and, ultimately, those who adapt to the continuing changes of this decade will thrive. Let’s look at the marketing trends that shaped 2022 in hopes of preparing for what’s coming in 2023. 

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What Marketing Trends Shaped 2022?

1. Authenticity and Transparency

In 2021, one of the most influential marketing trends was the continued dominance of Gen Z. And, this rising generation is actively vocal about what they’re looking for: authenticity. 

Growing up with the internet, Gen Z has watched online advertising evolve. Sometimes, not in a positive way. Too often, they’ve watched brands create outdated content, taking once-viral trends and latching onto them in an effort to make a connection. But, this isn’t effective with younger audiences. These consumers don’t want to be pandered to; instead, they want to get to know you and your business.

So what does it mean to market with authenticity and transparency?

• Discuss your values. Today, many consumers are choosing brands that align with their values. According to Sprout Social, approximately 70% of consumers want transparency about your brand’s standing on economic, political, and social issues. 
• Focus on the value your business provides. While it won’t last forever, many consumers have less room for discretionary spending right now, so they’re less likely to be persuaded by bells and whistles. In order to effectively implement authenticity and transparency into your marketing, you’ll want to focus on the benefits that bring genuine value to your customers’ lives. 
• Meet your customers where they are. Of course, you know many consumers are on Facebook and Instagram. But technology is constantly evolving, and new social media platforms, like BeReal and TikTok, are emerging — and have built-in features to promote authenticity! 

2. The Booming CTV Industry

It was only a matter of time before connected TV (CTV) overtook cable and broadcast television — and it finally happened in mid-2022. In other words, the lights are dimming for cable and broadcast TV, while CTV is just warming up. 

Connected TV advertising has become vital. In addition to a growing number of viewers, this format offers unique benefits that broadcast and cable television can’t, including: 

• Automated optimization. This tool makes it easier to reach your performance goals by actively analyzing a multitude of inputs to ensure your ads are reaching the right viewers and leading to conversations that make your ad spending worth it.
• Advanced targeting. Precision audience-based targeting disconnects you from the limitations of traditional ad buys by presenting your content across multiple platforms and shows. Your advertisements follow your audience and aren’t limited to a particular show or network.
• Effective measurement. Real-time tracking for important metrics makes it easier to see your ad campaigns’ effectiveness. This helps you make necessary adjustments more quickly, saving time and money.

Although CTV was critical in 2022, with its expanding benefits, MNTN believes CTV’s influence will be even more powerful in 2023 and beyond. Now more than ever, advertisers need to create stories geared directly toward CTV viewers. 

3. Branded Augmented and Virtual Reality Features 

It continues to be essential for brands to find ways to stand out, and unique augmented reality (AR) and virtual reality (VR) features can be a great opportunity! 

As people spent more time on their phones and computers during the pandemic, the use of AR grew. The combination of user growth and the fact that consumers were limited in their abilities to purchase from brick-and-mortar stores resulted in a 94% increase in conversion rates for retailers that embraced virtual storefronts over 3D product visualizations. 

AR has delighted social media users for years. Back in the 2010s, Snapchat and Instagram gave consumers the gift of filters, including puppy ears and angel wings. Now, AR features have become an effective and free (yeah, free) way for brands to engage with consumers. This technology highlights consumer engagement and helps keep your brand on their minds.

4. The Continued Expansion of Video Content 

But, by itself, a great AR filter isn’t enough to drive consistent conversions. While consumers are on social media, you can expand their experience with your brand by offering video content to promote the products or services they need. 

In fact, creating video content for TikTok, Instagram, and Facebook Reels is beneficial to both advertisers and social media platforms, as video has proved to drive views and more time spent on the app. By pivoting to video, you can ensure the (often intricate) algorithm favors your content. 

Aside from social media, in-person video content continues to be effective. Out-of-home advertising (OOH) refers to this type of content. Ads in elevators, rideshare services, and other places where people see video content while going about their day have proved effective when consumers aren’t looking at their phones. You might have even seen a few particularly engaging OOH ads in Times Square this year, like this one for HBO’s House of the Dragon. 

No matter which way you turn, whether toward your phone, the TV, or out into the world, video content is always present — and with 88% of video marketers confirming video content has given them a positive ROI, video is likely to stick around. 

5. Data-Driven Marketing Strategies

Whether you’re starting a business, trying to increase sales during the holidays, or looking to stay ahead of your competition, data should inform your decisions. 

Even if you’re just starting to advertise and don’t have historical data on the effectiveness of your past marketing campaigns, you still have some data available. For example, you can look at user demographics for social media platforms, including their interests, hobbies, and values. 

The information is out there — you just have to gather it and let data drive your creative marketing.

6. Emotionally Appealing Creative

Emotionally appealing creative can be an incredible element of your marketing strategy. Since emotions drive many consumers, you can utilize powerful ads to create a lasting connection. 

You can use several emotions to connect with your customers, including joy and fear. It’s also vital to embrace empathy in your advertising. After a difficult few years, many people are interested in relatable, understanding, and positive ads. 

How important is emotional advertising? 

• 70% of millennial men are more likely to buy a product when they have an emotional response. 
• 31% of emotional content performed well, versus 16% for rational content.
• 23% of sales spikes are caused by emotional responses.

Whether you utilize hope, joy, fear, or humor, tapping into emotions can help your business make a deep and lasting connection with your target audience.

7. The Evolution of eCommerce

When Amazon first launched, it took weeks to receive your order. Now, you can have almost anything delivered to your door within 24 hours — and part of this evolution is due to social media streamlining the online shopping experience. 

In many situations, you don’t have to search for a brand’s website or leave Instagram to buy an item. You’ll be taken directly to the product you want by simply clicking on an ad. 

The best news? These innovations aren’t slowing down anytime soon. In 2022, we saw many unique digital shopping experiences, including:

• Live stream shopping
• Shoppable TV
• TikTok Made Me Buy It

Augmented reality is also creating immersive shopping experiences with 40% higher conversion rates. Live stream shopping with apps like Twitch generated $11 billion in 2021, has generated $17 billion in 2022, and is projected to generate $35 billion in 2024. The vast majority of Americans use multiple devices while watching TV, and approximately 71% look up information related to the program they’re watching. 

Since people already sync their credit cards to their TV to purchase movies and shows, why wouldn’t they use the same card to buy something else they like? 

8. The Growing Need for Effective Personalized Content

Consumers don’t dislike ads — they dislike irrelevant ads. In an Insider Intelligence survey, 90% of respondents said messages without personal relevance are annoying. 

Each advertising platform has different demographics, and each audience wants different things from the advertisements they see. It’s more important than ever to tailor your advertising to each specific audience you want to reach instead of following a one-size-fits-all policy. 

9. The Power of Platform Diversification

Social media’s impact is astounding. Over half of the world’s population — 56.8% — uses social media. The average user has 8.4 social media accounts, but not all users are on the same platforms. 

Different platforms attract different demographics, which makes platform diversification (also known as channel diversification) critical. Users who focus on consuming content through YouTube tend to enjoy valuable, longer-form content, while consumers on Instagram prefer content in smaller, entertaining ads. 

In addition to helping you reach a wider audience, platform diversification allows you to repurpose content while still making it look native to the platform. Longer-form content, for example, can be cut down and used as a teaser on other platforms. You can also take advantage of each platform’s specific features, changing one snippet of content into something entirely new for different audiences. 

Overall, the power of platform diversification lies in its ability to cast a wider net into the marketplace, allowing you to reel in a larger audience for your brand.

10. The Utilization of External Resources 

With emerging platforms and existing ones evolving, marketers are always facing a significant workload. Luckily, as marketers know, where there’s a pain point, there’s always a business eager to solve it. Since many people have a little bit extra on their plates this year, external resources have been vital for marketers who need to quickly create compelling content. 

You’re not alone if your creative team feels the crunch of a heavier workload in today’s evolving marketplace. A Lytho report found:

• 61% of creative teams feel they lack creative resources.
• 31% of creative teams had their resources reduced.
• 58% of creative teams faced greater workloads.

All of this information shows how marketers are stretched thinner than ever before, so how are they keeping it together? By utilizing external resources, including streamlined video production services. In 2022 and beyond, external resources can help marketing teams create the content they need for the ever-evolving video marketing space. 

See How QuickFrame Can Elevate Your 2023 Video Marketing Strategy

Right now, video is one of the most important aspects of any marketing strategy. While this increased demand for content places more work on your creative team, you can give them back the bandwidth they need. 

At QuickFrame, we work with your team to help you create video content for every need. Our unique platform offers everything you need to produce memorable videos within your budget and schedule, made by a remarkable community of Makers and production teams. It also gives you access to data-driven insights and creative analytics you can use to make effective videos. 

Contact us today to get started!