Inbound Marketing Trends You Should Know This 2022


In 2022, we saw the continuation of several influential trends and the emergence of several others. Influencer marketing remains a dominant force within the industry. Shortform video content grows in popularity with each passing day. And yes, social media is still one of the most effective channels for engaging with customers and prospects.

HubSpot's 2022 State of Inbound Marketing Trends report highlighted some key trends marketers should keep an eye out for. Let's discuss four ways that you may be able to leverage your company's advantage in the years to come!
Inbound marketing strategy - Female influencer using a smartphone with social media applications to advertise a business.

4 Inbound Marketing Trends to Consider This 2022

1. Social media continues to be a top marketing channel for businesses

It's no secret that social media is one of the most popular marketing channels for content creators and consumers. Regarding usage, social media outperforms website content and blogs by some 8% (44% vs. 36%). Instagram, YouTube, and Facebook are still at the top of the food chain regarding social media platforms. However, marketers are increasingly interested in developing content for TikTok (with some 62% saying they plan to increase their investment in the China-based platform).

Businesses are always looking for the next "viral video" to boost their brand image and position within the market. In some sectors, this shared goal has led to a sort of "arms race" between competitors who are determined to push the envelope regarding creativity and innovation. In addition, influencers play a huge role in shaping consumer perceptions. Marketers are working harder than ever to partner with the right influencers to expand their company's online presence (more on that later). 

Many marketers consider social media the top inbound marketing channel in 2022 — even more popular and effective than SEO!

2. Video content marketing remains essential

Video marketing remains one of the most effective ways to capture consumer attention and move prospects through the sales funnel. Interestingly, for many companies, there is still a huge gap between knowledge and action in this area, with only 6 out of 10 marketers stating that they use video in their content marketing. And even among the brands using video content, there may be a lack of coherence in how the content is used across different channels.

Nevertheless, an overwhelming majority of marketers (76%) agree that video content helps them reach their goals more than other media types. Expect to see even more emphasis placed on developing effective video content marketing strategies in the future. For example:

  • 1 out of 3 marketers plans to invest most of their budget in video marketing in 2022 and beyond.
  • 24% of marketers plan to use TikTok for the first time in 2022. While 30% plan to do so with YouTube.
  • 53% of marketers optimize photos or videos for visual search engines. The vast majority of those who do so (49%) say it's one of their most effective inbound marketing strategies.

Video content marketing isn't going anywhere anytime soon. If you haven't already jumped onboard the video content bandwagon, now is the perfect time to make the change!

Inbound marketing trends - Man using a camera to shoot a product video for a business.

3. Shortform videos are exploding in popularity

Call it the "TikTok effect," if you'd like. Shortform video platforms like TikTok and Instagram Reels are growing at warp speed. Their popularity among consumers is also growing at a proportional rate. Marketers are taking advantage of this trend by publishing funny, interactive, and compelling content for their audience.

Granted, not every business organization is investing in TikTok content. (In all honesty, who wants to hear the local tax advisor talk about K-1 forms?). However, those brands that can do so while retaining their voice and credibility are reaping huge returns. Unsurprisingly, short-form video content offers the best ROI compared to any other media type. 51% of marketers plan to increase their investment in short-form videos in the months and years to come.

The takeaway? If feasible, consider investing some of your resources in short-form content. You can do this on dedicated platforms like TikTok or other channels (like YouTube or Facebook).

4. Influencer marketing is the #1 emerging marketing trend in 2022

You heard it right! Influencer marketing has become a major part of the overall business plan for many companies. It will continue to grow in size and importance into the foreseeable future. 

At the present time, some 68% of marketers work with influencers, and 88% have a portion of their budget dedicated to influencer marketing. Interestingly, companies are also becoming more intentional about targeting different "tiers" of influencers, from "nano influencers" (1-10k followers) to "micro-influencers" (10 - 100k followers) to "macro influencers" (100k - 1m followers) and up to "mega influencers" (1m+ followers).

Some of the primary goals that companies are setting for their influencer marketing strategy include:

  • Increased brand awareness (reaching new audiences)
  • Improved brand reputation and credibility
  • Increased revenue and sales
  • Enhanced customer loyalty and brand advocacy

Granted, challenges are associated with developing and implementing an effective influencer marketing strategy. Marketing leaders have to balance the cost of working with influencers against the resources needed to come up with (or at least collaborate on) compelling ad creative for influencer-led campaigns, not to mention any concerns about brand safety and credibility when working with particular partners. But all in all, influencer marketing may be the perfect solution for boosting your brand awareness, engaging with more consumers, and deepening your relationship with loyal customers.

Would you like to learn more about leveraging these inbound marketing trends? Reach out to our team of experts at OverGo Studio today. We'd be happy to answer any questions you may have!

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The inbound marketing ecosystem continues to evolve as the "movers and shakers" within the industry adapt to new ways of reaching out to and engaging with consumers. Considering how different inbound marketing looks compared to ten or even five years ago is amazing! For companies to stay competitive in a highly saturated field, it's vital for leaders to keep up with current and emerging trends.