Knowing what to expect from your competitors can be a huge help when it comes to developing a winning marketing strategy. Imagine how much smarter and more creative your planning process could be if you knew exactly which marketing tactics your rivals planned to use, which types of content they had decided to prioritise and which trends they planned to jump on.

The good news is, you don’t have to imagine. HubSpot has done the hard work for you with its 2022 Marketing Industry Trends report, which asked over 1000 marketers those exact questions. Its findings highlight exactly what marketers just like you plan to do over the next 12 months to create successful campaigns for their brands. Use this information to develop your own winning strategy and elevate your 2022 performance right now.

  1. Invest in influencer marketing

If you’re a B2C business, don’t be surprised to see your competitors tapping into the influencer marketing trend in 2022. Globally, marketers say they plan to spend more in this area over the next 12 months. Whether this is a channel you haven’t yet explored, or is something you already do but at a smaller scale, now is the time to hone in on how you want to leverage this tactic. Knowing that your rivals plan to do more influencer marketing is your secret weapon as it tells you that you’ll need to move quickly to secure your first pick influencers ahead of the competition.

  • Make short form videos

Over a third of marketers say  that they’ll spend more time investing in, filming and sharing short form videos in 2022, making this content format a cornerstone of many a marketing strategy. Video is a naturally engaging content format and one that is easy to digest and share on any device (including all-important mobile devices) plus it translates equally well for B2B and B2C organisations. It’s also one that marketers say they see the best ROI from.

If you don’t already have more video content worked into your content calendar, go back to the drawing board and free up more time and budget for shorter, snackable videos. Having a solid distribution strategy in place is also a must.

  • Increase spending on social media

Social media isn’t a new marketing channel by any means, so it may surprise you to hear that there are still some marketers who don’t leverage this channel to achieve their business goals. This looks set to change in 2022, with 39% saying they plan to get started over the next 12 months. Even if you’re comfortably using social media already, you can’t afford to be complacent with more than half of marketers confirming they will increase their social budgets next year.

If you have budget available, consider how this increase might look for you. It could potentially tie in with other trends to make a bigger impact, such as creating videos for social media or live streaming more frequently.

A quarter of marketers will spend more on Facebook than any other channel in 2022, thanks to its ability to deliver the best ROI. Instagram, YouTube and TikTok are also important areas of focus so should be on your own marketing radar for the year ahead.

If you need support developing your own marketing strategy for 2022, speak to the team at Adrac today.

Author Rebecca

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