1、Falcon2022年数字营销趋势报告22022 Digital Marketing Trends Falcon.ioContentsIntroduction_ 3Methodology_ _ 4How did we do in 2021?_ _ 52022: What the crystal ball says_ 9Trend #1: Retro Revolution_ _ 10Trend #2: Community Content_ 14Trend #3: Mixed Reality_ 19Trend #4: Influencer Commerce_ 26Trend #5: Noisele

2、ss Niche_ 31Trend #6: Consumable Content _ 35Trend #7: Cross-Generational Marketing_ 39Trend #8: Social Support _ 43Trend #9: Audio Activity_ _ 47Trend #10: Improved Inclusivity_ 50Bonus trends_ 54IntroductionLets jump right in!History has always been cyclic. And if weve learned anything from our pa

3、st, its that pandemics change society. The Bubonic Plague led to the Renaissance. The Spanish Flu led to the Roaring 20s.The COVID-19 pandemic has parallels with the plagues of our past. It wouldnt be a stretch to predict that much like our past pandemics, our tumultuous present will lead to a great

4、 societal change in 2022.The events of the past two years made new needs crop up and brought about a radical shif in the way companies do business. This post-pandemic recovery period is a watershed moment in which well decide the future of business and marketing.As we transition into 2022, the main

5、goals of every business should be to understand shifing consumer needs and capture new growth opportunities. Thats why weve compiled this list of 10 digital marketing trends that are on the upswing so you can win big in 2022.This eBook will show you where the digital marketing world is headed, how l

6、eading brands are already capitalizing on these 10 trends, and actionable tips on how you can leverage them. The trends are also supplemented by insights from monitoring 100 million online sources, listening to 100,000 brands, and analyzing more than 8 billion pieces of content published online.3202

7、2 Digital Marketing Trends Falcon.ioMethodologyTo understand the biggest marketing trends of 2022, we used Falcon, Brandwatch, and BuzzSumo to analyze topics seeing uplif which brands can leverage for future success.In addition to our analysis, this eBook also features insights from industry leaders

8、, influencers, and reports from Morning Consult, Stackla, eMarketer, App Annie, Forrester, Gartner, and McKinsey.Falcon to look into what 100,000 brands are saying on social media and how their fans are reacting.As part of the research, we used:BuzzSumo to analyze the performance of over 8 billion p

9、ieces of content published across the web.Brandwatch to analyze public online conversations across Twitter, Instagram, Reddit, blogs, forums, news sites, and more.42022 Digital Marketing Trends Falcon.ioHow did we do in 2021?We cannot predict the future until weve looked at how we did in the past. L

10、ets see how many of our past predictions came to fruition with this quick retrospective. Our scoring is based on our internal research and goes from A to F, where A is a trend that reached its full potential in 2021.The 10 trends we predictedfor 2021The year of disruption: Social-in-place.Trend: The

11、 COVID-19 pandemic forced people and brands to create new behaviors on social. And, in 2021, we saw their usage grow, with people spending more time on social platforms. Online community building has never been more crucial for brands.Our score: AThe rising tide of social commerce.Trend: Lockdowns h

12、ave not only made people spend more time on social media but also shop more online. Social commerce was flourishing during the pandemic, with brands looking for creative ways to compete for online buyers. Social networks also introduced creative ways for brands to sell their products and services to

13、 the community.Our score: A52022 Digital Marketing Trends Falcon.ioOutspoken brand activism.Trend: 2021 proved that brand voice matters more than ever. Consumers increasingly want to buy from purpose-driven businesses that align with their personal values. At the same time, they do not hesitate to c

14、all out a brand for being inauthentic and performative. It looks like brand activism is here to stay.Our score: AEphemeral content: Point, shoot, story.Trend: Raw and authentic micro-content became more popular than perfectly-polished newsfeed posts. But while Stories and Reels continued to capture

15、audience attention in 2021, Twitter and LinkedIn shut down their versions of Stories. It goes to show that some ephemeral features can be fleeting afer all. Our score: BThe expanding world of AR.Trend: The world of augmented and virtual reality is definitely expanding, with more brands testing the A

16、R waters in 2021. Instagram filters and virtual try-ons all saw a boom in 2021, making this a trend that will continue well into 2022 and beyond.Our score: AData privacy: Under the microscope.Trend: Data management has been a leading theme for most social networks in 2021, especially as they looked

17、for new ways to provide personalized experiences while protecting the data privacy of their users. With Google phasing out third-party cookies soon, consumers will gain more control over their personal data while marketers will be challenged to customize the customer journey for their leads. Our sco

18、re: A62022 Digital Marketing Trends Falcon.ioNiche SoMe platforms: A broader horizon.Trend: Niche social platforms like Twitch and TikTok grew in 2021 and expanded to wider, not-so-niche audiences. Brands found such social networks as a great resource to find new leads and grow their communities. In

19、 2021 these more niche social networks ofered easier access to big audiences, less competition, and advertising which was ofen available at lower prices. Our score: ATrend: Video continues to be the preferred content format across social networks, and in 2021 they came in diferent shapes and sizes.

20、Reels became a popular ephemeral feature, YouTube Shorts and Snapchat Spotlight gained traction while LinkedIn invested in long-form videos, and Instagram shared a vision for turning from a photo-focused to a video-oriented platform. Our Score: AVideo formats open new doors.72022 Digital Marketing T

21、rends Falcon.ioNothing did In 2020, we predicted that in no year would the notion of an “ever-changing marketing landscape” be more applicable than in 2021. And the year proved us right.2021 saw the introduction of new social networks like Clubhouse, the growth of old ones like TikTok, a boom in soc

22、ial audio, the sunsetting of niche pandemic faves like Social media as public relations 2.0.Trend: Social listening has been on the rise in 2021, enabling businesses to hear their audiences voices and react accordingly. Marketers are no longer the sole creators of their brands consumers and influenc

23、ers are shaping up their stories and contributing significantly on social media.Our Score: AHouseparty, the arrival of dozens of new features in our favorite social media platforms, and several other marketing shifs, opportunities, and innovations.As we emerge out of the pandemic, more of these inno

24、vations and growth opportunities will appear, presenting you, as a marketer, a ripe chance to leverage the following key marketing trends just as they crystallize. stay the same.A fork in the advertising road: Privacy vs personalization.Trend: Balancing privacy and personalization was a leading them

25、e in 2021. It shaped the social advertising world, with users looking for customized experiences but feeling hesitant about sharing their data.Our score: A82022 Digital Marketing Trends Falcon.io2022:What the crystal ball says92022 Digital Marketing Trends Falcon.ioTrend #1102022 Digital Marketing T

26、rends Falcon.ioPeople are clearly craving the comfort of the familiar in these tumultuous times, and it shows.Its not just Blues Clues. Overview In September 2021, Blues Clues Steve Burns got in front of the camera and sent millennials who grew up watching the show into a tailspin. For a lot of view

27、ers, Blues Clues was an integral part of their formative years. This simple video features Steve in costume explaining his abrupt exit 20 years ago. It helped Nick Jr. garner over 2M likes and 529K retweets, and it was just a part of the shows 25th-anniversary celebration.How is a childrens show rel

28、evant for digital marketers, you ask?Nostalgia pays. The COVID-19 pandemic a time of immense global upheaval has made us long for simpler times when words like masks and vaccines were not a part of our daily lingo. This collective longing for the years gone by has made nostalgia marketing a big part

29、 of every marketers playbook.And we have the data to back it up. According to Brandwatch, the mention volume of the words “nostalgia” and “nostalgic” is much higher now than compared to pre-pandemic times. Tamagotchis have made a comeback. Oreos launched a limited edition packaging that lets you cre

30、ate your own mixtape. ABBA announced its first studio album in 40 years. .and a lot more brands are indulging in nostalgia with their campaigns.The old-school vibe is undoubtedly in again.112022 Digital Marketing Trends Falcon.ioEarly moversPepsi hit the right notes for Grease.To celebrate Greases 5

31、0th anniversary, Pepsi reimagined Youre the One I Want, featuring rapper and songwriter Doja Cat. The brand used this campaign to launch two limited-edition flavors complete with retro cans and callbacks to the soda shops of the 50s and 60s.Per Falcon Benchmark, this video ended up being Pepsis seco

32、nd most engaging of all its videos in 2021 at the time of writing this eBook. NYX Cosmetics and the Y2K aesthetic.In July 2021, NYX Cosmetics became the first brand to use Trillers livestream shopping another 2022 trend right here to host a throwback-themed event. The show featured early 2000s pop s

33、tars, who recreated their Y2K looks using the NYX Cosmetics Fall 2021 collection. Starburst and the little lad who likes berries and cream.With the Berries and Cream trend blowing up on TikTok and amassing over 1.2 billion views, Starburst launched an ofcial “Little Lad” Halloween costume in 2021. T

34、he brand also ran sweepstakes, asking fans to recreate the original song and dance from the 2007 commercial in their TikToks for a chance to win the ofcial Little Lad costume.This is an excellent example of brands being required to move at the speed of social. The Little Lad built up steam on TikTok

35、 in August 2021, and by September Starburst had taken notice, tweeting about it and eventually launching a whole campaign around it.Word cloud of the keywords and phrases brands have used while discussing Y2K on Instagram in the past year.#Y2K #aesthetic #didyouknowY2K is having a moment on social i

36、n 2021, with several brands like H&M, ColourPop Cosmetics, and DollsKill all publishing posts around it.Data from Falcon122022 Digital Marketing Trends Falcon.ioIf a trending hashtag appears, can brands be far behind?#piggyback #marketingAXE, The Habit Burger Grill, Dominos Australia, and several ot

37、her brands also piggybacked on the #BerriesAndCream trend across diferent social networks.Marketer takeawaysFind the right theme.What retro idea do you want to use for your next campaign? Whether its relaunching a much-loved product from your past like Starburst or commemorating an anniversary throu

38、gh a brand partnership like Pepsi, you need to identify the exact themes you think your audience will connect with.Research your audience.Think of the diferent personas in your audience. Whats the demographic? Which generations do your products or services cater to the most? Now, put that together w

39、ith the themes you think will invoke the warm fuzzies in your audience.Be timely and relevant.Is there a current trend you can associate with your brand? Start planning for these eventualities so you can put something out right away. Starburst noticed the Little Lad trend and had an entire campaign,

40、 press release, and everything that goes with them running in less than a month.For which you need to123132022 Digital Marketing Trends Falcon.ioTrend #2142022 Digital Marketing Trends Falcon.ioOverviewIn 2021, Trusted Media Brands the owner of Readers Digest, The Family Handyman, Birds & Blooms, an

41、d others added another company to its portfolio by acquiring streaming and social video company Jukin Media. The latter had already gathered over 100 billion lifetime views and its addition will quadruple Trusted Media Brands monthly audience reach, giving it access to a massive stash of user-genera

42、ted content.Why is this important?More and more brands are realizing the value of user-generated content and putting in measures to scale it. While the concept of user-generated content is not new, this shif towards belief-driven buying has made peer reviews and word-of-mouth marketing way more impo

43、rtant than the carefully curated Instagram feed of a brand.TikTok made me buy it. #trending #fypTake, for example, CoverGirl and their Clean Fresh Skin Milk Foundation. The brand went vegan in 2019 and dropped a new line of makeup which flew under the radar for many. That is, until a TikToker made a

44、 now viral video declaring that this $7 foundation was much better than higher-end brands shed tried before. Much like other TikTok-famous products, this one flew of the shelves, and its sales are up by 269% compared to 2020. According to a report by Morning Consult, Gen Z and Millennials are less t

45、rusting of the average brand. A survey by Stackla revealed that only 19% of consumers find brand-created content authentic. 56% of consumers also revealed through the Stackla survey that theyre more influenced by social posts when online shopping than during pre-pandemic times.The need for UGC is al

46、so evident in the data:Consumers today are belief-driven and increasingly look for authenticity from brands. We did just tell you that nostalgia marketing is in, but the glossy perfection of the 90s is definitely not.152022 Digital Marketing Trends Falcon.io162022 Digital Marketing Trends Falcon.io“

47、Alignment to a customers capital-V “Values” is surmounting the idea of “value for money”; theres an increased need for meaningful connection around important factors like diversity and inclusion. A big-ticket ATL campaign around CSR is one tactic, but for brands to get authenticity right across the

48、buyer journey, they need to show that authenticity, not just shout about it. The need for mission-led brands that are diverse and inclusive in how they communicate is no longer a nice to have it has become a commercial imperative. Todays consumer wants to align with mission-led brands that they can

49、trust and that are authentic.”You heard it here firstAlex VaidyaCEO, StorystreamEarly moversClinique says #ZitHappens.In a bid to reach younger audiences, Clinique launched a TikTok campaign called #ZitHappens to remove the stigma that surrounds acne. According to Sameer Agarwal, the vice president

50、of Clinique North America, this campaign not only reached new audiences but also helped drive sales.Saks embraces the UGC style.Saks Fifh Avenue has been ahead of the UGC game for years now with a dedicated hashtag customers Marketer takeaways123Analyze what your customers are sharing.Research the a