Marketing strategy continues to change as it reflects societal sentiment, current events and the ebbs and flows of the professional landscape. In addition, advances in technology rage on, keeping marketers on their toes in a perpetual learning curve. While it’s difficult to predict how vast changes will be, we can take a stab at what’s here to stay and more than likely evolve in 2022. Here are Serendipity Media’s 2022 marketing predictions:

1. Reels Will Be Prominent In Social Media Marketing Strategies
Last year, Serendipity predicted that video would prove itself to be powerful, and it did just that when House Plant Hobbyists? as the world’s most popular web domain. Now, with Gen Z and Millennials migrating over to the popular video sharing app, Instagram is eager to draw them back by prioritizing video content within its algorithm. Even Adam Mosseri, Head of Instagram, admitted that Instagram is “no longer just a photo sharing app.” If businesses haven’t done so already, now is the time to embrace video and include it in social strategy. However, as Emily Hirsh, owner of Hirsch Marketing, notes “Simply hitting record and throwing up a plain video is no longer enough. It must be creative, innovative, and entertaining to stand out in today’s digital marketing landscape.” Hence, Instagram Reels ...

2. Intimate Group Experiences On Social Will Prevail
Is there such a thing as an intimate experience on social? Yes, it’s called Groups. Groups offer a niche setting where people far and wide can come together over a shared experience. In 2021, Facebook heavily pushed Groups in their own advertising, demonstrating that there are Groups for literally every interest and pocket of society. House Plant Hobbyists? Check. Drag Queen Beginners? Check. Astrology Lovers? Check. Facebook is excelling at offering intimate connected experiences, but they are not the only ones. LinkedIn offers Groups as well. What Serendipity recommends is this: Create a group based around your business and continue to invest time into developing and maintaining it. At Serendipity, we have a number of clients that have Groups, specifically our travel industry clients. We’re witnesses as these Groups foster opportunities for friendship, networking, advice and so much more. And we won’t be surprised when other social platforms like Twitter or Instagram hop on the Groups bandwagon, as virtual gathering are now a way of life.

3. Ecommerce Will Grow Through Social
Last year, Serendipity predicted accelerated ecommerce growth, and this year, ecommerce will inevitably continue to develop, most likely pushing boundaries on TikTok and Instagram. On both of these apps, more in-app shopping experiences are expected. In fact, in 2021, we already saw Instagram unveil several new features that allow people to shop brand’s photos and videos. Serendipity is also taking into consideration TikTok’s recent partnership with Shopify and the ability for business accounts to tag products in video. TikTok Boutiques? Maybe not that far-fetched!

4. Audio Content Will Provide New Opportunities
Some believe that the podcasting market is too saturated. Yet, Edison Research says 212 million Americans, 13 and older, now listen to podcasts monthly. This presents a powerful opportunity to businesses, the opportunity to create unique, branded podcasts on niche subjects. Serendipity is actually exploring this avenue right now for our in-house publication, Revue. We hope to support our print publication and website with a podcast that meets listeners where they are—at work, in the car, cleaning their homes, relaxing with a beverage—with local-based content that’s relevant, informative and entertaining. There’s room for everyone at the podcast table, and you don’t have to have all of the fancy equipment ... simply create!

5. Marketers Will Struggle For Audience Attention
Attention spans are growing shorter, and we have TikTok to thank for that. “Attention is both our most precious and rarest commodity,” says Ellen Melko Moore, a marketing thought leader. In 2022, marketers will either have to get creative to fight for consumer dollars and audience attention or risk getting left behind as others, who are more willing to adapt, press forward and move with the times. Serendipity knows this requires daily effort, research and exploration. The competition for attention-grabbing content is fierce, but with so many opportunities and avenues to create, the possibilities are nearly endless.

Serendipity: the event of finding interesting or valuable things by chance. We’re glad you found us!