As 2021 reaches its end, we can finally look back on the year and see what marketing tactics went well for brands. There are so many components to marketing that are important to cover, but you should make sure your brand, at minimum, is executing the below strategies as you will likely see these evolving in 2022.
Tapping Into Short-Form Video Content
The trend for video content has not slowed down as TikTok, Instagram Reels, and YouTube Shorts continue to emerge with new user-friendly features. More brands have been embracing the push for video content as an engaging means of communication with their audience.
Companies of all industries such as Elf Cosmetics, Chipotle, Guess, HP, and Epic Games have successfully led campaigns on TikTok that have garnered millions of views by creating their own hashtag challenges to encourage users to interact with the brand. They also have enlisted the help of popular influencers to bring attention to their challenges, with some brands even going the extra mile of commissioning a custom song for their ads on the app.
Connecting With Influencers and Affiliates
Over the past few years, influencer marketing has proven to be a vital marketing tool for brands. Mega influencers who possess a large following hold the power in increasing the exposure of a brand, however, many smaller brands have seen success from collaborating with nano and micro influencers for their cost effectiveness and built authenticity among consumers.
Video reviews, product collaborations, account takeovers, and giveaways have been the most common campaigns that brands have utilized influencers and ambassadors for this year. Major brands like Tinder, Morphe Cosmetics, Dunkin’ Donuts, Uber, and Warby Parker have seen tremendous results from their regular efforts with influencer marketing.
YouTube is a platform where affiliate marketing is seeing great popularity. Social creators are joining these affiliate programs to use their channels to promote services and products from brands including Skillshare, Audible, Squarespace, Honey, and Adobe–just to name a few.
Setting Up Social Commerce
With more social media platforms integrating capabilities for users to shop natively, both ecommerce and social media have never been more linked to one another. This tool is best to be leveraged by brands looking to increase sales and bring in revenue.
Successful brands have taken advantage of the newer shopping features that have been added to Instagram, Snapchat, Facebook, and Pinterest. Whether it’s creating a shoppable feed or live shopping streams, content should be optimized for each social channel. Kylie Cosmetics, Wayfair, and Burberry are some exceptional examples of brands that have mastered implementing social commerce onto different platforms.
Focusing on Diversity and Inclusion
The demand for more representation during the social activism movement of 2020 has reached even more momentum. With so many brands committing to diversity, inclusivity has become more present than ever in marketing. The industry is more focused on bringing individuals and social issues that have often been underrepresented to the forefront.
For example, Starbucks launched an ad inspired by a transgender person’s transition, Rihanna showcased all different types of bodies in her Savage X Fenty fashion show, Etsy produced a commercial featuring a same-sex black couple, and Gucci Beauty chose a model with Down Syndrome as the star of its campaign. Although critics may question a brand’s sincerity, these diverse and inclusive marketing campaigns are viewed as iconic and inspiring by many as they demonstrate a change from convention, aiming to speak to an audience coming from various walks of life.
Have questions about how to get started with these tactics in 2022? Contact us today to develop a marketing plan that best fits your brand’s goals!