The High 5 B2C Advertising and marketing Traits of 2023 [New HubSpot Blog Data]

In 2022, 51% of B2C entrepreneurs plan to extend their advertising and marketing finances.

The query is the place is that finances going? Will entrepreneurs reinvest in the identical methods or attempt new developments?

To know what developments B2C entrepreneurs are leveraging in 2022, we surveyed 1,067 international advertising and marketing professionals working in B2B and B2C corporations. 

From influencer advertising and marketing to digital occasions, there are such a lot of efforts manufacturers can concentrate on. Let’s examine what our newest analysis says about what labored properly for B2C entrepreneurs this yr and the place they plan to spend money on 2022.

1. Quick-form video can be a precedence.

Quick-form video took off in early 2020 and exhibits no indicators of slowing down.

Again then, TikTok was the primary place to go for short-form content material. At the moment, Instagram Reels and YouTube Shorts are additionally competing for customers’ consideration.

That is excellent news for manufacturers, because the short-form video pattern content material supplied the second-highest ROI for B2C entrepreneurs in 2021, behind influencer advertising and marketing.

Regardless of coming in second for ROI, it is the pattern entrepreneurs plan to spend money on probably the most in 2022. Roughly 33% of B2C entrepreneurs already spend money on short-form content material, whereas one-third of those that have not will achieve this for the primary time in 2022.

Why now? Effectively, short-form video is such a key characteristic in social media at this time. And in accordance with the information, social media takes the lead in advertising and marketing investments for companies.

That is seemingly as a result of three key targets B2C manufacturers may have when working advertising and marketing campaigns in 2022, can be increasing model consciousness (49%), promoting merchandise (44%). and that increasing income (43%). 

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With social media, you’ll be able to accomplish not less than two out of three. Model consciousness was at all times the primary advantage of utilizing social media however issues have advanced.

At the moment, with so many platforms providing in-app procuring experiences and superior advert codecs, manufacturers can meet extra of their advertising and marketing targets.

2. Influencer advertising and marketing will nonetheless be a key lead/income driver.

For many B2C entrepreneurs, the facility of influencers is obvious.

In 2022, 61% of B2C entrepreneurs surveyed within the research plan to leverage it. Actually, it is the third-highest pattern they plan to prioritize, behind short-form video content material and inbound advertising and marketing.

It is because in 2021, it supplied B2C manufacturers the very best returns. When requested to pick out their high ROI driver from an inventory of 27 techniques and techniques, 11% of B2C entrepreneurs selected influencer advertising and marketing. 

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What is perhaps completely different sooner or later is the kind of influencer manufacturers concentrate on. Traditionally, manufacturers have targeted on the largest and hottest influencers to associate with.

Nonetheless, some information counsel that micro-influencers with beneath 100K followers could also be more practical.

Whereas the decision continues to be out on that, one factor is obvious: Influencer advertising and marketing is not going wherever.

3. Audio content material will take a entrance seat.

Knowledge means that video is the chief on the subject of content material advertising and marketing. Nonetheless, audio is slowly creeping up into the combination.

In keeping with the survey, solely 19.1% of B2C entrepreneurs use podcasts or different audio content material of their advertising and marketing. Of those that do use it, 37.4% discover it to be one in every of their only developments.

Though adoption was seemingly low in 2021, the information means that extra B2C entrepreneurs will add audio content material to their advertising and marketing efforts within the new yr.

Roughly 43% of B2C entrepreneurs plan to extend their funding in podcasts in 2022 whereas 38.4 plan to maintain it the identical. One other attention-grabbing enjoyable reality is that this explicit piece of knowledge is nearly the identical for B2B entrepreneurs.

This implies that throughout all industries, manufacturers acknowledge the facility of audio content material.

4. Social accountability can be extra necessary.

Now greater than ever, shoppers need and count on manufacturers to be extra clear and take a stand on social media.

Actually, a 2020 Edelman Belief Barometer survey revealed that many shoppers see belief as a number one issue of their buying selections.

Up to now two years, significantly within the peak of the COVID-19 disaster and requires social justice, shoppers have began holding manufacturers extra accountable. In 2022, manufacturers can be addressing that demand.

At present, solely a 3rd of B2C entrepreneurs surveyed discover social accountability to be an efficient advertising and marketing pattern. Regardless of that reality, 45% plan to extend their funding in 2022.

5. Manufacturers will proceed to use inbound advertising and marketing methods.

Inbound advertising and marketing is all about assembly shoppers the place they’re. As an alternative of selling efforts that push messaging out to shoppers, this focuses on attracting them towards you.

Behind short-form video, inbound advertising and marketing is the highest pattern entrepreneurs will spend money on subsequent yr.

Actually, over 80% of entrepreneurs plan to maintain the identical finances or add extra for this technique.

That is carried out by following the “Appeal to, Delight, Interact” mannequin that leverages content material advertising and marketing, website positioning, advertising and marketing automation, social media, and extra to nurture shoppers at each stage of the client’s journey.

There you could have it – a few of the high developments B2C entrepreneurs will spend money on 2022. Between publishing common video/audio content material on social media and growing a robust inbound advertising and marketing technique, entrepreneurs have a busy yr forward.

To maintain up with the most recent developments in advertising and marketing, keep tuned for extra upcoming advertising and marketing technique analysis posts, obtain the 2021 HubSpot Not One other State of Advertising and marketing report to be taught what advertising and marketing professionals targeted on this yr.