2022 Trends & The Right Marketing Mindset

2021 was an extremely pivotal year for the marketing industry. We saw influencer marketing soar, we saw TikTok take the crown in many sales funnels, and we even got a new era of the internet during the final minutes of the last quarter. What does it all mean for business owners and marketers, and how can you sustainably implement these trends in your 2022 marketing strategy? Keep reading to find out.

The Underdog

Let’s talk about the fan-favorite clock app: TikTok! What originally started out as a social platform for bite-sized entertainment has now evolved into a powerful marketing channel. The beauty of TikTok is that anyone can go viral, which means the potential to gain leads for your business is infinite.

Ultimately successful content marketing on TikTok comes down to a few key components: relevance, value, and relatability. To create a viral business ‘tok, use a popular trend and tie it back to your niche– this gives you a little more favor in the algorithm. Like all marketing, it’s a value exchange, so make sure your TikTok addresses what’s in it for them (your ideal clients.) And lastly, be relatable. Be personal. The biggest mistake businesses make on TikTok is that they try too hard. TikTok isn’t like Instagram; it’s a quantity over quality game. Low-fidelity, yet high-value content is how you win.

So many entrepreneurs have generated hundreds and thousands of leads from TikTok content. It’s important to remember that TikTok, like any other social network, is just part of your funnel. A best practice is to be consistent, but not obsessive. It’s not the end of the world if your video only gets 3 likes, and you don’t actually have to post 6 times a day to grow a following. Take it all with a grain of salt, and only do what’s sustainable and best for YOU.

Influencers in the Wild

In 2021, we also witnessed the rise of the influencer, more specifically micro- and nano- influencers. While PR and brand collaborations are not groundbreaking news, TikTok [with other platforms thereafter following suit] revolutionized this aspect of marketing by giving ordinary people with small social followings power in brand partnerships. Because of the ease of virality that comes with short-form content, anyone can blow up online, not just celebrities. In fact, people you went to high school with may be partnering with your favorite brands!

However, going forward into 2022, we’re actually seeing a shift into content creation for business rather than influencer marketing. While influencing does still hold value, you may want to consider investing in content creators instead. These can be people who are in-house, regularly producing content for your brand, or even outside brand collaborators (i.e. contractors) who fulfill a content ask similar to an influencer marketing contract. You could still utilize this creator as an influencer if they post the content to their account as well, or you can just hire them for the deliverable alone to use on your brand channels. It’s ultimately up to you to discern which route is best for your goals! Don’t be afraid to try either method.

The Metaverse

Web3, the metaverse, NFTs…here’s the rundown on how they [might] fit into your business. Similarly to how social media changed the landscape of marketing, you can expect web3 to do the same. Instead of a semi-online presence, both consumers and brands will have fully immersive experiences in the metaverse including but not limited to virtual real estate, apparel, art, and other products.

Because this is basically a third extension of the internet, it’s a massive ordeal, and there are too many different ways to approach it than we can explain in one conversation. That said, let’s dive into a few different opportunities for your business in 2022.

As a business, the most obvious opportunity is to create products for this digital universe. Whether that’s just a virtual rendition of what you currently offer, like digital outfits for example, or a product suite expansion is up to you.

Secondly, there’s a massive opportunity for service providers in web3. You know what they say about the gold rush: if everyone’s digging for gold, be the one who sells the shovels. While a ton of creatives and companies are rushing into web3 with NFTs and online communities, it takes a lot more than a product to operate a successful business as you know. Legal, marketing, customer support– these are all invaluable skill sets that will forever be in-demand as long as businesses exist, regardless of where they’re used.

Apart from offering web3 services or products, the metaverse will provide a whole new realm for marketing. Time will only tell how many platforms will become big in the metaverse, but it’s no secret that Facebook (aka Meta) is already pioneering toward being a major player. It’s honestly hard to advise how to market using the metaverse because it’s not quite “here” yet, but be prepared to adapt your marketing strategy to this new world once it unfolds.

Big Picture Takeaways

Overall, these are all just tools and methods to facilitate a value exchange between your business and your audience. That’s what marketing is all about. And while it’s easy to get wrapped up in the individual tools, platforms, and trends, they’re not the end goal. They’re a means to an end.

A healthy way to digest all of this information is to implement the key tips, develop your marketing strategy accordingly, and keep tweaking as things change. Social media changes constantly; the metaverse will just bring more change. To fully maximize your brand’s success, be willing to be flexible. Be creative. Don’t get lost in the details, but instead focus on how all of these different channels fit together to create your brand’s omnipresence.

Instead of trying to do all of the things all of the time, each platform should have a specific purpose in your marketing plan. These trends won’t matter if you hyper focus on them individually instead of using them to improve your holistic marketing strategy!

Shyne Webster is a brand strategist living in California. She builds brands that do things differently & mean something to people. 70+ brands served to date! Follow her at

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