The audio advertising market is growing, Google plans to stop cookies, and Meta platforms are losing more and more users — we tell you how digital advertising will change in the near future, what companies need to prepare for now, and what online marketing trends will be relevant in 2022. The audio advertising market is growing, Google plans to stop cookies, and Meta platforms are losing more and more users — we tell you how digital advertising will change in the near future, what companies need to prepare for now, and what online marketing trends will be relevant in 2022.
Engagement instead of reach
It doesn’t matter how many social media followers you have. In 2022, the indicator of engagement in content comes to the fore: how often you like, save, comment, scroll through the carousel, write messages. And this applies to almost all popular social networks: Instagram, Facebook, VK, Twitter, etc. The services provided by JayNike is something that you should not miss if you focus on the social media engagement increase and campaigns. The more people interact with your content, the more likely it is to get into the feed. Relevance in 2022 is more important than reach. To increase your chances of being featured in the Smart Feed, you should make posts that make your audience want to like/comment. If you want to increase your presence on the Instagram feed, you need to show your activity to the algorithms. The more often you react to content, reply to Direct and interact with subscribers, the more likely you are to get into their feed. It is useful to visit the pages of several of your subscribers once a day. This will show Instagram that your page is “live”, plus you can collect important information about the target audience. For example, learn more about the interests of your subscribers, their work, etc.
More video content
Video is one of the top marketing trends in 2022. Video content will account for 80% of internet traffic this year. This suggests that users are more interested in watching videos than reading text and flipping through photos. Marketers and affiliates should take this into account and increase the volume of video content.
In 2022, live streaming should be at the top of the video marketing priority list. And while people generally prefer regular videos, they are much more likely to interact with content that is streamed in real time. For example, on Facebook, users watch live broadcasts 3 times longer than recorded video.
85% of Facebook videos are viewed without sound. This suggests that video content in 2022 should be optimized for silent viewing.
There are two good news here:
- to optimize the video for silent viewing, just add closed captions;
- people watch videos with closed captions 12% longer than videos without them.
Video in contextual advertising
Duplicate the description of services in the video, talk about the product, show it in action, share reviews and expert opinion in the format of videos. According to research, 96% of users watch a video about a product before buying it. Therefore, it is better to sell goods and services in this format. Contextual advertising in Google and Yandex gives this opportunity.