The HubSpot Blog’s 2022 Marketing Industry Trends Report: Data from 1,000+ Global Marketers

The solely fixed on this planet of selling is that issues are all the time altering.

And, when you’re a marketer, enterprise chief, or entrepreneur aiming to plan an efficient 2022 technique that places you far forward of your rivals, you in all probability wish to know:
As the HubSpot Blog’s Research Analyst, I launched our Marketing Industry Survey to assist fellow bloggers and readers reply the questions above — and achieve additional trade insights into 2022 planning.

Our Survey Sample

We surveyed 1,067 international entrepreneurs from throughout B2B and B2C firms from small to massive worker sizes. The pattern included professionals at various expertise ranges from seven nations: the U.S., Australia, Canada, Germany, UK, France, and Japan.

Read on to study among the most attention-grabbing key findings, get strategic suggestions based mostly on our information, and discover much more weblog content material that dives even deeper into our analysis.

2022 Marketing Industry Survey Key Findings

Influencer advertising is the highest advertising pattern.

Social media is the primary channel entrepreneurs are leveraging.

Instagram is the most-used social media platform, simply forward of YouTube and Facebook.

The high traits entrepreneurs plan to leverage for the primary time in 2022 are short-form video, social accountability, and inbound advertising.

Marketers might see funds will increase in 2022.

Which traits are entrepreneurs already leveraging immediately?

Influencer advertising, mobile-friendly web site design, short-form video, digital occasions, and experiential advertising are the highest traits entrepreneurs at present leverage.

These traits will see continued development in 2022 as most entrepreneurs will improve their funding in them or proceed investing the identical quantity.

Let’s dive into every pattern and the way entrepreneurs are fascinated with them shifting into the subsequent 12 months.

1. Influencer Marketing

While influencer advertising was as soon as much less accessible to small manufacturers that could not funds a high-priced celeb or a top-tier social media consumer, the expansion of social media has led to an abundance of influencers with nano to macro followings.

Now, as extra companies put money into influencer advertising, they’re starting to see strong advantages. In our survey, Influencer advertising was the most well-liked and best pattern with the most important ROI.

By working with an influencer that is gained belief, experience, or notability in a selected trade, manufacturers can achieve consciousness, visitors, and probably conversions from that influencer’s viewers.

2. Short-Form Video

As TikTookay’s virality grew in 2020 and 2021, different social media platforms like Instagram and YouTube rushed to get into the short-form online game. And, as extra platforms proceed to shift to prioritizing fast, fast-paced content material, so have entrepreneurs.

Our Marketing Strategy Survey outcomes present that short-form video is common, efficient, and nonetheless rising, particularly amongst social media entrepreneurs.

In truth, 30% of social media entrepreneurs plan to take a position extra in short-form video than some other social media advertising technique in 2022. Meanwhile, 33% plan to leverage short-form video for the primary time in 2022.

3. Virtual Events

Virtual occasions are common, efficient, and can proceed to be a high pattern entrepreneurs leverage in 2022.

However, 17% of entrepreneurs who leverage digital occasions will lower their funding in 2022, the second-highest lower of any pattern entrepreneurs invested in throughout 2021. Additionally, whereas 31% of entrepreneurs at present leverage digital occasions, simply 9% of entrepreneurs plan to leverage them for the primary time in 2022.

If you’ve gotten digital occasions deliberate, do not let this analysis panic you. Virtual occasions are nonetheless the third most outstanding pattern entrepreneurs will put money into all through the subsequent 12 months.

Additionally, the decreases famous above might sign a pure transition from digital to hybrid or bodily occasions as extra public venues totally re-open within the subsequent 12 months. As an occasion marketer, it will likely be vital to weigh your entire choices and native mandates to find out which occasion kind will likely be best and cozy to your viewers within the coming 12 months.

Which traits do entrepreneurs plan to leverage for the primary time in 2022?

Short-form video, social accountability, and inbound advertising are the highest traits entrepreneurs plan to leverage for the primary time in 2022.

While I defined among the appeals to short-form movies above, this is a fast snippet in regards to the different two traits.

Brands Will Take More Social Responsibility

In 2020 and 2021, customers paid extra consideration than ever to how firms handled their prospects, audiences, workers, and the world round them. And, many firms used this time to take a stance on their values. As these manufacturers took on extra social accountability, they discovered that present or new audiences shared their values and gained belief, credibility, memorability, and consciousness from these customers.

Moving into 2022, extra entrepreneurs are recognizing the significance of social accountability. Investment in social accountability will proceed to develop from these already leveraging it and from entrepreneurs utilizing it for the primary time.

Digital Transformation Will Boost Inbound Marketing Use

As we transfer into 2022, customers will likely be extra related to the net and digital platforms than ever. And, outbound methods have gotten much more old-fashioned.

To meet prospects and audiences the place they’re, 23% of entrepreneurs will leverage inbound advertising for the primary time.

To learn extra about short-form content material, social accountability, and different key traits analyzed on this survey, take a look at these posts:

Which advertising channels are companies leveraging?

The high channels entrepreneurs at present use are social media, web site/weblog, and e-mail advertising.

1. Social Media

Social media is the most well-liked and best advertising channel, with the best ROI.

The use of social media will proceed to develop, with 39% of those that do not use social media planning to leverage it for the primary time in 2022.

Additionally, 26% of entrepreneurs plan to take a position extra in social media than some other channel in 2022

In 2022, 51% of entrepreneurs who leverage social media plan to extend their funding in social media advertising, and 37% will proceed investing the identical quantity.

The Top Social Media Platforms

1. Instagram

Instagram is the most well-liked social platform, simply forward of YouTube and Facebook.

However, Facebook has the most important ROI of any platform, and 25% of social media entrepreneurs say they’ll make investments extra in it than some other platform in 2022.

2. YouTube

YouTube is No. 2 by way of utilization, however ROI lags behind Facebook, Instagram, LinkedIn, and TikTookay. Still, anticipate to see the platform proceed to see advertising development as manufacturers proceed to leverage it for its ginormous viewers and rising model alternatives.

3. TikTookay

While TikTookay is the No. 6 platform by way of utilization by social media entrepreneurs, 62% of those that leverage it plan to extend their funding in 2022, the best of any social platform.

The Top Marketing Content Formats

Video content material, blogs, pictures, and infographics are the highest media codecs.

1. Videos

Video leads throughout the board as the most well-liked and efficient format with the best ROI, and 30% of content material entrepreneurs plan to put money into video greater than some other format in 2022.

2. Blogs

Blogs are common, efficient, and have the third highest ROI of any format.

The use of blogs will proceed rising in 2022, with 29% of content material entrepreneurs planning to leverage blogs for the primary time and 10% planning to take a position extra in blogs than some other format.

3. Infographics.

Adoption of infographics will proceed rising as 45% of content material entrepreneurs at present leverage them and 38% plan to leverage them for the primary time in 2022.

Additionally, 56% of content material entrepreneurs who leverage infographics say it’s the simplest content material format they use.

4. Podcasts and Audio Content

Only one in three content material entrepreneurs use podcasts or different audio content material. While 51% of those that do plan to take a position extra in 2022, 43% plan to proceed investing the identical quantity

Despite low ROI stories, 53% of content material entrepreneurs who leverage podcasts and different audio content material say it’s the simplest format they use.

5. Audio Chat Rooms

Just 14% of social media entrepreneurs leverage audio chat rooms like Clubhouse and Twitter Spaces, however 68% of those that do say it is the simplest social media technique they use, regardless of low ROI.

Additionally, 49% of those that already use audio chat rooms plan to extend their funding in 2022, whereas 47% plan to take care of their present funding subsequent 12 months.

More Insights From the HubSpot Blog

Has this information impressed you to construct out or refine your advertising technique in 2022? Be positive to maintain following the HubSpot Blog’s data-driven content material to dive deeper into present and rising trade traits.

Next, take a look at this submit the place I give 11 suggestions for entrepreneurs based mostly on the info above, plus survey findings that did not make it into this submit.

Below are a couple of weblog posts that additional break down the findings of our Marketing Industry Trends survey. We’ll proceed to replace this record as we publish extra articles, so make sure to bookmark this web page!

Originally revealed Nov 23, 2021 7:00:00 AM, up to date November 23 2021

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HubSpot Inc. revealed this content material on 23 November 2021 and is solely liable for the data contained therein. Distributed by Public, unedited and unaltered, on 23 November 2021 12:09:13 UTC.

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About the Author: Amanda