Creating meaningful content that resonates with your audience, is every company’s dream. And gone are the days when you could just have a standard website, pay for Google ads, and expect potential clients to come your way. Today you need different content types, from video to social media: they will keep your target audience on their toes. Wondering what type of content trends are on the horizon in 2022? Let’s dive right into it!
#1 Long-form content for long-term relations
Yes, the length of your content does matter. Offering your audience long-form content is one way to respond to their needs in 2022. We know it takes a lot time and resources, but creating long-form content pays off. Containing more than 1.000 words, long-form content covers a topic more in depth, which results in a higher number of keywords. This type of content is the backbone of your SEO- strategy. Not only does it offer more value, it also gives your audience more comprehensive information than shorter content. Sharing long-form content on a regular basis with your followers helps them to be more informed and educated. Plus, it earns you some extra credit and strengthens your positions as a thought-leader. Talk about a win-win.
Don’t get it twisted, both short-form and long-form content have their pros and cons, and can be powerful tools in your content strategy. But it’s all about using the right type of content for the right audience at right time. Take time to find out what the wants and needs of your audience are and try to understand what they want from your brand to determine which form of content is needed.
#2 brand inclusivity
Nowadays, inclusivity is more important than ever. However, calling it a trend might be a little limiting. It’s a movement or shift in the expectations of consumers, which is no longer a nice to have, but a must have. Consumers expect to see themselves reflected in the campaigns that are directed at them and in the content that is meant for them. They don’t want to see an unrealistic dream anymore. Instead, they want to feel like they can be part of the dream you’re selling. That will lead to consumers creating a stronger bond with your brand.
Practice what you preach. Don’t be a gimmick, but create authentic inclusivity. It isn’t just a box on the list that needs to be checked off, it ‘s a way of thinking that should be felt through all the layers of your organization.
#3 video killed the radio star
Video has boomed these last years and thanks to rise of short-form video on TikTok and Instagram Reels it’s here to stay. The takeaway: If you want to grow online, it’s time to start creating video content and making it an integral part of your content strategy.
If you think short-form video’s are just for dance challenges and lip-sync video, guess again. A lot of creators are also using their platform to talk about complex topics and educate their audience on a wide variety of subjects.
There’s no question, social media users love video. While Instagram Reels and Tiktok look and feel very similar, there are differences. It’s crucial to ask yourself who you’re trying to reach. Tiktok does have a younger audience than IG Reels, which has more diverse users. So if you’re going for Gen Z, than Tiktok might be the place to be. And if you want to kick up you IG strategy and following a notch, Instagram Reels is a great place to start.
Bonus point? Video can be repurposed across multiple platforms. So yes, it takes more time to create, but you can use it to reach different audiences and that means greater reach.
#4 social commerce
The covid crisis has had a huge impact on e-commerce. It basically revolutionizing the way we shop. And social media is not so slowly turning into virtual shopping mall with just the swipe of a finger. Move over social media marketing and meet social commerce. Companies used to turn to social media to bring a product to the attention of their target group, but now they can go the extra mile buy letting their customers browse products and purchase them in just a few clicks. All without leaving the app. Sounds like a social media marketer’s dream come true? It is! From Pinterest to TikTok: We predict a doubling-down on social commerce this year.
If you want to use social commerce to grow your brand and sell more products, make sure that you are consistent and use quality images. Even apart from social commerce, create personalized content that is better tailored to your potential customers’ profiles to provide them with relevant content.
#5 the rise of the podcast
From true crime to entrepreneurial chats: podcasts are having a major moment right now. They come in all shapes and sizes and there is a podcast for everyone. With an increasing number of listeners, it’s a clever idea to include podcasting in your content strategy.
Podcasts are easy to consume. You can listen to them handsfree at work, the gym, doing the dishes… you choose. They make it easy to connect with your audience and that increases engagement. There’s no other type of content out there giving your audience the same freedom.
But don’t create podcast just for the sake creating them. It won’t work. You’ll lose credibility and your audience’s trust. When it comes to podcasts failing to prepare is preparing to fail. Make sure you think about creativity, scripting, producing and editing before you even start recording. Equally important is the quality of the sound. Invest in a good microphone to record your podcast and you’re ready to get started.
These five social media and content marketing trends will enhance your social media or content marketing strategy, but don’t incorporate them at face value. Your audience is the core of your business and you know them better than anyone else. Use them to enhance your strategy and to give them what they want and need from you as a brand.