In the last post of the year, I want to talk to you about communication and marketing trends in 2022 that will help you, above all, design the communication strategies of your brand or business.
1. Communication in values
Identifying the VALUES OF OUR BRAND and designing the strategy around these values will help us, in addition to differentiating ourselves, maintaining coherence, and generating trust and credibility.
One of the pillars of communication strategies that will help us differentiate ourselves is our VALUES.
For example, if your brand values are honesty, designing an honest communication strategy will be your best bet.
Base the communication strategy on your essence and on those values that make you unique and different.
2. Transversal communication strategy throughout the process
We cannot understand communication as something isolated, but we must integrate communication throughout the process.
You should not forget the keys to strategic communication. It is recommended that within our business model, communication is integrated into the process so that all the pieces work.
More and more entities and companies are implementing communication in a transversal way.
If we plan all the actions and programs and do not implement the communicative perspective from the beginning, it will be difficult for the strategy to work.
3. Human-Centric Marketing
It is about putting users at the center of the entire strategy, also making them a participant.
For this strategy to be successful, active listening will be key. If we do not know this client or user well, it will be difficult to reach him or her and make them participate in our business.
In case we want the user to be the one who creates the content, gets involved, feels, and lives our brand, we will have to know what he says, how he says it, what he likes, and for this, listening will be key.
And if we do not listen, we will not be able to design adequate communication strategies, nor will our texts arrive.
Therefore, it will be essential to put people at the center of the strategy and bet on trusted marketing.
4. Increased Avatars (Metaverse)
The new META universe comes from “metaverse,” a 1990s science fiction concept used to describe a 3D virtual world inhabited by avatars of real people.
In Facebook, in the near future, we will spend our time in a three-dimensional version of the Internet, and in this new paradigm, we are invited on a journey in which avatars are going to be a trend.
The idea is to turn user personas into avatars. Technologies such as augmented reality and virtual reality allow large social networks to have a wide range of options to expand. And small brands will follow the trends they are setting in order to attract potential customers.
5. Micro-influencer trend
Marketing with micro-influencers becomes increasingly popular in advertising campaigns of companies or brands that bet on this type of influencers instead of celebrities with a greater number of followers.
They have a closer relationship and connect strongly with their audience or potential customers of the brand, which is why brands prefer them to macro-influencers.
They are more accessible and often much more effective and profitable to have.
6. Short videos
Video marketing is still in trend, especially short videos.
The rise of social networks like Tik Tok, the emergence of Reels already makes us think that short video creation will continue to be the king.
This type of fast and easy-to-consume format is widely shared, and it is easier to go viral than other types of content, hence the success of this format, which will continue to be a trend.
7. Hybrid events
The pandemic made us convert events, training, congresses, workshops from face-to-face to online.
But, little by little, one of the most demanded formats is being the hybrid events.
Maintain attendance, with all its advantages, but give the option of being able to follow the event online.
We must be prepared for this type of format and adapt to what the organization of a hybrid event entails, which has nothing to do with only face-to-face or only online events.
It goes far beyond broadcasting on a webcam for the online mode. We must take into account an adaptation and transformation of the event to also involve people online and make a truly hybrid event.
Users are becoming more demanding, and they really want to receive what they need. “Coffee for everyone” is no longer valid.
Through marketing strategies, we must offer concise and precise content to the specific user.
Data, active listening, automation, and a hyper-segmentation system will help us offer the content that the user is really demanding and also personalized.
People feel special when they are offered personalized treatment and do not feel that they are just one more.
The key will be precisely being able to segment the content so that each person has what they need when they need it and in a personalized way.
9. Awareness-SDG content
The content of awareness topics is of interest, and users are increasingly committed to sustainable development goals and empathize with topics related to transformation and social co-responsibility.
Many brands are committed to this type of awareness and social innovation campaign to associate their brand with values such as the environment, gender equality, health, and well-being.
The podcast sector does not stop growing. The easy consumption of the podcast format makes it a booming format.
It is a comfortable format, which allows you to perform other tasks while you are entertained, have fun or learn.
Podcasting platforms are investing time and effort in offering quality content, proving that audio-entertainment content is here to stay.
Although we have seen that short video is a popular format, audio is a format that will continue to trend.
As we mentioned in the previous point, users want to choose the content they are interested in or feel like (Consumption a la carte), and this audio consumption model allows them to choose what they want to listen to at the time they want.
Chatbots will continue to be a trend in 2022 within digital marketing strategies to improve customer service.
These types of programs help us to automate processes in order to offer excellent customer service so that they feel listened to and attended to quickly and agilely.
Next year, more and more entities and companies will continue to have Chatbots or will implement them if they have not yet done so to guarantee a better service, answer simple questions at any time, or even schedule appointments.
12. Streaming entertainment content
The consumption of streaming content has become an increasingly widespread phenomenon.
On-demand, live, and mobile-friendly content underscores the growing paradigm shift in the world of entertainment.
We have many examples, from live streaming from social networks (Twitch and other platforms), live games, eSports, or live broadcasts from various video platforms.
Live content is highly engaging: its more direct and personalized interaction is shaping future online entertainment formats.