Are you a marketer, business leader, or entrepreneur trying to plan an effective 2022 strategy?
HubSpot surveyed 1,067 global marketers across B2B and B2C companies from small to large employee sizes. Here are three key findings from the 2022 Marketing Industry Trends Report:
Influencer marketing
The takeaway: “While influencer marketing was once less accessible to small brands that couldn't budget a high-priced celebrity or a top-tier social media user, the growth of social media has led to an abundance of influencers with nano to macro followings.”
The survey found that utilizing influencer marketing has recently led to the biggest ROI and is the most popular planned strategy for 2022.
Social media
The takeaway: “Social media is the most popular and most effective marketing channel, with the highest ROI.”
Of the vast social media channels, Instagram is the most popular platform, just ahead of YouTube and Facebook. However, “Facebook has the biggest ROI of any platform, and 25% of social media marketers say they will invest more in it than any other platform in 2022.”
Another point of interest is that while the newcomer TikTok is the sixth most used platform in terms of usage by social media marketers, “62% of those who leverage it plan to increase their investment in 2022, the highest of any social platform.”
New trends to be leveraged in 2022
The takeaway: “The top trends marketers plan to leverage for the first time in 2022 are short-form video, social responsibility, and inbound marketing.”
These trends gained momentum in 2021, and about a quarter to a third of marketers indicate they will leverage one or all three of them in the upcoming year.
Click here to download the entire report.