In 2022, 51% of B2C entrepreneurs plan to extend their advertising and marketing price range.

The query is the place is that price range going? Will entrepreneurs reinvest in the identical methods or strive new traits?

To grasp what traits B2C entrepreneurs are leveraging in 2022, we surveyed 1,067 world advertising and marketing professionals working in B2B and B2C firms. 

From influencer advertising and marketing 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 yr and the place they plan to spend money on 2022.

1. Quick-form video shall be a precedence.

Quick-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. Right now, 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 provided the second-highest ROI for B2C entrepreneurs in 2021, behind influencer advertising and marketing.

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 accomplish that for the primary time in 2022.

Why now? Effectively, short-form video is such a key characteristic in social media in the present day. And in response to the information, social media takes the lead in advertising and marketing investments for companies.

That is possible as a result of three key objectives B2C manufacturers could have when working advertising and marketing campaigns in 2022, shall be increasing model consciousness (49%), promoting merchandise (44%). and that increasing income (43%). 

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With social media, you possibly can accomplish no less than two out of three. Model consciousness was at all times the principle good thing about utilizing social media however issues have advanced.

Right now, with so many platforms providing in-app purchasing experiences and superior advert codecs, manufacturers can meet extra of their advertising and marketing objectives.

2. Influencer advertising and marketing will nonetheless be a key lead/income driver.

For many B2C entrepreneurs, the ability of influencers is evident.

In 2022, 61% of B2C entrepreneurs surveyed within the research plan to leverage it. The truth is, it is the third-highest pattern they plan to prioritize, behind short-form video content material and inbound advertising and marketing.

It’s because in 2021, it provided B2C manufacturers the perfect returns. When requested to pick their high ROI driver from an inventory of 27 ways and techniques, 11% of B2C entrepreneurs selected influencer advertising and marketing. 

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What could be totally different sooner or later is the kind of influencer manufacturers concentrate on. Traditionally, manufacturers have centered on the largest and hottest influencers to companion with.

Nevertheless, some information counsel that micro-influencers with beneath 100K followers could also be more practical.

Whereas the decision continues to be out on that, one factor is evident: Influencer advertising and marketing is not going wherever.

3. Audio content material will take a entrance seat.

Knowledge means that video is the chief on the subject of content material advertising and marketing. Nevertheless, audio is slowly creeping up into the combination.

In keeping with the survey, solely 19.1% of B2C entrepreneurs use podcasts or different audio content material of their advertising and marketing. Of those that do use it, 37.4% discover it to be one among their only traits.

Although adoption was seemingly low in 2021, the information means that extra B2C entrepreneurs will add audio content material to their advertising and marketing efforts within the new yr.

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 specific piece of information is just about the identical for B2B entrepreneurs.

This implies that throughout all industries, manufacturers acknowledge the ability of audio content material.

4. Social duty shall be extra essential.

Now greater than ever, shoppers need and count on manufacturers to be extra clear and take a stand on social media.

The truth is, a 2020 Edelman Belief Barometer survey revealed that many shoppers see belief as a number one issue of their buying choices.

Prior to now two years, significantly within the peak of the COVID-19 disaster and requires social justice, shoppers have began holding manufacturers extra accountable. In 2022, manufacturers shall be addressing that demand.

At present, solely a 3rd of B2C entrepreneurs surveyed discover social duty to be an efficient advertising and marketing pattern. Regardless of that truth, 45% plan to extend their funding in 2022.

5. Manufacturers will proceed to use inbound advertising and marketing methods.

Inbound advertising and marketing 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 and marketing is the highest pattern entrepreneurs will spend money on subsequent yr.

The truth is, over 80% of entrepreneurs plan to maintain the identical price range or add extra for this technique.

That is executed by following the “Appeal to, Delight, Interact” mannequin that leverages content material advertising and marketing, search engine optimisation, advertising and marketing automation, social media, and extra to nurture shoppers at each stage of the client’s journey.

There you’ve gotten it – a number of the high traits B2C entrepreneurs will spend money on 2022. Between publishing common video/audio content material on social media and creating a powerful inbound advertising and marketing technique, entrepreneurs have a busy yr forward.

To maintain up with the newest traits in advertising and marketing, keep tuned for extra upcoming advertising and marketing technique analysis posts, obtain the 2021 HubSpot Not One other State of Advertising report to study what advertising and marketing professionals centered on this yr.