The Top 5 B2C Marketing Trends of 2023 [New HubSpot Blog Data]

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

The query is the place is that price range going? Will entrepreneurs reinvest in the identical methods or strive new developments?

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

From influencer advertising and marketing to digital occasions, there are such a lot of efforts manufacturers can concentrate on. Let’s have a look at what our newest analysis says about what labored nicely for B2C entrepreneurs this 12 months and the place they plan to put money into 2022.

1. Brief-form video will probably be a precedence.

Short-form video took off in early 2020 and reveals no indicators of slowing down.

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

That is excellent news for manufacturers, because the short-form video development 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 development entrepreneurs plan to put money into probably the most in 2022. Roughly 33% of B2C entrepreneurs already put money into short-form content material, whereas one-third of those that have not will accomplish that for the primary time in 2022.

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

That is probably as a result of three key objectives B2C manufacturers can have when working advertising and marketing campaigns in 2022, will probably 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 a minimum of two out of three. Model consciousness was at all times the primary advantage of utilizing social media however issues have developed.

Right now, with so many platforms providing in-app procuring experiences and superior advert codecs, manufacturers can meet extra of their advertising and marketing objectives.

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

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

In 2022, 61% of B2C entrepreneurs surveyed within the examine plan to leverage it. The truth is, it is the third-highest development 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 perfect returns. When requested to pick their high ROI driver from a listing of 27 techniques and techniques, 11% of B2C entrepreneurs selected influencer advertising and marketing. 

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

Nevertheless, some data suggest that micro-influencers with below 100K followers could also be simpler.

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

3. Audio content material will take a entrance seat.

Information means that video is the chief in terms of content material advertising and marketing. Nevertheless, audio is slowly creeping up into the combo.

In line 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 certainly one of their handiest developments.

Despite the fact that 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 12 months.

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 specific piece of knowledge is nearly the identical for B2B entrepreneurs.

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

4. Social duty will probably be extra vital.

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

The truth is, a 2020 Edelman Trust Barometer survey revealed that many shoppers see belief as a number one issue of their buying selections.

Prior to now two years, notably within the top of the COVID-19 disaster and requires social justice, shoppers have began holding manufacturers extra accountable. In 2022, manufacturers will probably be addressing that demand.

At present, solely a 3rd of B2C entrepreneurs surveyed discover social duty to be an efficient advertising and marketing development. 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 a substitute 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 development entrepreneurs will put money into subsequent 12 months.

The truth is, over 80% of entrepreneurs plan to maintain the identical price range or add extra for this technique.

That is executed by following the “Entice, 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’ve gotten it – a few of the high developments B2C entrepreneurs will put money into 2022. Between publishing common video/audio content material on social media and creating a powerful inbound advertising and marketing technique, entrepreneurs have a busy 12 months forward.

To maintain up with the newest developments in advertising and marketing, keep tuned for extra upcoming advertising and marketing technique analysis posts, download the 2021 HubSpot Not Another State of Marketing report to be taught what advertising and marketing professionals targeted on this 12 months.