Content Marketing Trends in 2022

Everything is changing in content marketing: the tools, the channels, the way users consume information. In 2021, short videos became popular: Instagram, YouTube and even Twitter actively tested this format. And TikTok crossed a milestone, with the app having been installed more than three billion times.
In 2022, content formats will continue to expand and evolve with brands’ marketing strategies. Depending on your goals, you can test new formats or keep the old ones, just upgrading them a bit.
In this article, we’ll cover 5 content marketing trends that will be particularly relevant in 2022, according to various experts.

1. Podcasting
Audio, and especially podcasts, are a key trend this year. US consumers listened to almost 15 billion hours of podcasts in 2021, a 25% increase over 2020.
The advantage of podcasts is that they are much cheaper and faster to produce than creating videos. At the same time, podcasts are popular and can be listened to on the way to work, while walking or in a shop — it is very convenient. This is an emerging platform and an incredible opportunity for marketers — Andrea Palmer, Publicis Health Media (PHM).

2. Marketing in the meta-universe
In 2021, 85 million people used augmented reality. This figure is growing, it has more than doubled since 2017. Gartner predicts that by 2026, 25% of people will spend at least 1 hour a day in the metaworld, visiting virtual shops and classrooms, as well as working, socializing and having fun.
That is why big brands are already trying to restructure their content marketing for meta-universe — they are creating virtual clothes, 3D avatars and even virtual homes. All of this can be monetised.
Understanding how to do meta-universe marketing is crucial to attracting young consumers — Mary Ann O’Brien, OBI Creative.

3. Chatbots as part of content marketing strategy
You could see more bots and interactive content in 2022. These interactive formats with artificial intelligence (AI) should improve the quality of user interaction.
Insider Intelligence predicts massive growth in this sector over the next couple of years, growing from around $2.8 billion in 2019 to $142 billion by 2024.
The benefits of chatbots for companies:
  • Chatbots interact very closely with users, so companies can use this data to better understand users’ intentions.
  • Chatbots can give voice and personality to your content.

4. Content generation with artificial intelligence
Artificial intelligence tools like Jarvis will have both positive and negative effects on content. The advantage is that content marketers will be able to produce more content with less effort. And the downside is that the internet could be flooded with content from artificial intelligence to the point where authentic content will be harder to find on search engines — Christopher Carr, Farotech.

5. Social media video platforms
The main content marketing trend in 2022 continues to be social media videos, such as TikTok and Instagram Reels. Using tools such as challenges, hashtagged videos, lip-syncing videos and more could be the most effective content strategy for brands. — Tellef Lundeval, Accelerated Digital Media

Try incorporating something from our list of content marketing trends into your strategy and the results will be immediate.

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