Growth Marketing Trends to Follow in 2022

Growth Marketing Trends to Follow in 2022

Organizations must not only plan for the future of growth marketing but also be prepared to take advantage of all the trends. Here are the top 10 growth marketing trends to keep an eye on in 2022.

2021 has seen its fair share of twists and turns, from the TikTok boom to iOS 14+, the unveiling of Meta, the infamous Peloton vs. Big crisis and so much more. We have seen how fast the growth marketing trends and the industry can shift, but to be a strong and smart marketer means being proactive on upcoming growth marketing trends and all the possible changes. Within the last year, marketers have had to embrace all the new changes with open arms and adapt to all at the same time. With these transformations, marketers were able to tweak and optimize marketing plans, knowing what does and doesn’t work so our campaigns became far more agile, responsive, and targeted. There’s already talk of new and exciting changes in the digital world and how that will impact an organization’s ability to communicate with its audiences. See below for our breakdown of growth marketing trends for 2022.

1. The Continuous Rise of Video Content 

We are all aware of the “mobile-first” direction that we keep shifting towards as a society, and as our cellular plans keep getting more sophisticated (hello, 5G!), video streaming is easier than ever on smartphones and tablets. This is also why TikTok continues to grow more and more as time goes on: you can record videos anywhere and watch them at any time. TikTok has shifted the landscape of social media away from status updates and curated photo grids in favor of short video posts. It’s also in your favor to create more short video content as it’s been found that the Instagram algorithm heavily favors Reels. In other words, more videos mean more exposure. 

People love to consume video content – video ads generate 3x more leads and 25% more impressions than static content. Based on what we observed in 2021, we envision that even the in-person retail experience will start utilizing video more to engage customers and drive revenue. People are becoming increasingly blind to traditional advertising and growth marketing trends. By leveraging influencers and customer-created videos, you’ll capture your audience’s attention in a much more authentic and meaningful way.

Here are a few tips to prepare for a more video-centric marketing world:

  • Invest time in producing high-quality video content for your brand. You can use a video maker tool to assist you. 
  • Get active on platforms such as TikTok and Instagram Reels. 
  • Collect user-generated content by encouraging customers to capture their purchases. 
  • Allocate more of your budget to video production.

2. Demand for Social Responsibility

Consumers look for brands that practice what they preach and align with their values. If you’re looking for customer loyalty and lasting respect from users, you need to be an authentic brand. Allow all individuals and groups to recognize themselves in your marketing efforts and know they can connect with your business. With the current socio-political environment, modern-day consumers take into consideration social responsibility, ethics, and transparency. 

Sonia Thompson, ​​CEO of Thompson Media Group, explains: “Truly inclusive brands walk the walk at every level. That means building an inclusive culture, building inclusive teams, developing deep degrees of customer intimacy with the diverse customers you serve, and having quality relationships within their communities as well.”

The interest in buying products from socially responsible and inclusive brands grew exponentially during the different global events of 2020 and 2021. Research from McKinsey shows that customers have a higher probability of purchasing from and supporting a brand that demonstrates their care for all customers, employees, and shared causes. When testing out messaging for social responsibility, rapid experimentation is your best friend here – this also allows marketers to be more agile. By testing creativity and messaging in different formats across core audiences and gaining insight and data rather quickly and pivot when needed. However, keep in mind that social responsibility may not sell products immediately, showing a sense of social responsibility is still both thoughtful and effective long-term play. 

3. Adapting to the New Reality After iOS 14+ 

iOS14 is now even a thing of the past, Apple’s devices are now all operating on iOS15+ (that is, if you’ve updated your software!). However, the frenzy of all of the iOS14 impacts on marketers has just begun to settle. Since the majority of marketers weren’t able to track audience behaviors anymore, ads in turn were less personalized, meaning they were less effective. This meant marketers had a much smaller audience pool to target and overall less accurate reporting. But fear not: we have a detailed Post-iOS 14 Strategy article, as well as a TL;DR version on how to approach targeting post-iOS 14:

  • Diversify Spending: shift ad spends that had a previous majority allocation to Facebook to other platforms like Google since there is the remarketing ability to target users based on search intent.
  • Report on Facebook success with Google Analytics: since we’re not saying to nix Facebook altogether, just use a different method to report on Facebook conversions. By using UTMs Google Analytics can track some of the activity from Facebook campaigns.
  • Use First-Party data for lookalikes and retargeting: strategies using LALs or retargeting an existing customer list have always proven strong results. The new privacy updates across all of big tech will allow for marketers to begin focusing on gathering their data, which is much stronger.
  • Use other advertising routes: by diversifying your advertising channels across other established platforms advertisers will not be as reliant on the big ad platforms such as Google and Facebook. 

4. Transitioning Into Virtual Reality & Augmented Reality 

Experiential marketing allows audiences to step into an immersive experience that is often in a physical place. What most consumers don’t realize is that the VR/AR growth marketing trends have already been implemented in our everyday lives. For example, all of Facebook’s 360° videos are VR. Have you seen Amazon’s option to “see what an object looks like in your house”? That’s AR. 

Brands like TOMS Shoes, TopShop, Oreo, Sephora, and IKEA also already successfully use these technologies for marketing purposes. IKEA, for example, created the app IKEA Place, in which AR technology allows in-store shoppers to virtually place items into actual physical living spaces. AR technology enables consumers to imagine how products look and feel before buying them. As you can imagine, this “hands-on” experience can drastically increase buying consideration and drive sales.

Immersive experiences that involve VR/AR are fun, effective, and highly shareable on social media. And now, with the rapid growth and much easier accessibility of VR/AR, more and more marketers are adding this technology to their marketing strategy. The pros of integrating VR and AR into your marketing are that they provide a drastic competitive advantage. You’ll be interacting with your target audience in a truly unique way. Looking for a fun and simple way to delve into AR? A business card can become interactive by highlighting contact information in creative ways by looking at it through AR technology. For a more immediate start, social media apps like Instagram let anyone create AR filters to share with their audience.  

Looking for a fun and simple way to delve into AR? A business card can become interactive by highlighting contact information in creative ways by looking at it through AR technology. For a more immediate start, social media apps like Instagram let anyone create AR filters to share with their audience.  

5. Branded Audio Content Is Reshaping Growth Marketing

During the Summer of 2021, NoGood hosted a “fireside chat” on the most exclusive and coveted, invite-only social platform at the time, Clubhouse — an invitation-only audio chat room app that quickly gained millions of users. Meanwhile, podcast listeners also skyrocketed in 2021, growing by 78%

As audio content becomes much more common in the online world, marketers are now also looking to shift their ads towards a more audio-first format to benefit their brands. Although most audio platforms might not have great monetizing features or conversion paths at the moment, they still provide the engagement and brand awareness companies need. Adding audio to your marketing mix will expand your content marketing strategy and even increase your website SEO. Google is now starting to rank podcasts on the search results page (SERP). Hence, having podcasts or videos embedded in your page can help increase your ranking potential. Also, consider transcribing your podcasts into blog posts to help voice searches pick up on the more natural speaking language.

6. Shoppable Content and Growth Marketing

Global eCommerce sales grew 30% in 2021 and we just continue to see new ways emerge to allow content to be “shoppable.” We see this with Instagram offering discounts on in-app purchases and ITV’s shoppable episodes where consumers can purchase items directly through a TV show/episode

What we’ve seen and learned from shoppable content is that storytelling is key to creating content that people want to shop from. Making sure you stay true to your brand and what you claim while optimizing the effectiveness of your campaign and creatives — you can be a great storyteller and a great seller.

For example, Shopify’s partnership with TikTok is likely the first of many integrations with eCommerce platforms. Merchants can connect their TikTok Business account to Shopify to generate in-feed shoppable posts from videos. Once signed up with TikTok for Business, brands can create any of the following:

  • In-feed ads: native-looking videos that appear in the user’s feed.
  • Pre-roll ads: videos that start when a user opens the app.
  • Promoted hashtag challenges: videos encouraging users to submit clips using a custom hashtag. This is best for brand awareness – Pepsi’s #ThatsWhatILike campaign is a perfect example; it resulted in over 13 billion views and reflected the TikTok trends by encouraging silly, fun, and viral videos that included Pepsi.
Growth marketing trends TikTok

7. Increase in Native Ad Usage 

Unlike traditional advertising, which is designed to interrupt and stand out, native advertising is designed to blend in and promote your brand to a new audience who might otherwise never learn about you. Since Native ads don’t look and feel like traditional ads, consumers are viewing native ads at least 50% more. Instagram is a prime example of partnering with brands for native ads. By using the Story or Shop features, brands can share posts that look similar to the average user’s followers posting style, while subtly advertising a product. Digital ads have been around for a while now. More internet users are bored with seeing ads and after a while, they simply stop paying attention. Since native ads blend with editorial content, they don’t tire out the audience. As long as the content is relevant and interesting, native advertising engages the audience.

Native ads can be highly effective on social media platforms such as TikTok. In-Feed Ads are an essential tool to obtain high ROI and positive reactions from users by creating authentic TikTok content.

The creative format is a short immersive video appearing in the user’s feed. These videos last 5-60 seconds. In any feed, especially TikTok, native ad creatives work the best. You adjust to the rules of the platform, therefore, the user perceives them as just another form of user-generated content (UGC). This type of advertising is designed to show the value of the product.

8. More Infographics to Fuel Growth

They say a picture is worth a thousand words, but we say infographics are worth a million. Infographics not only have the shareability and visual appeal of an image, but they also contain bold numbers and statistics that increase traffic over images by 12% and if they contain a visual element, they receive 200% more shares. This makes them incredibly engaging to web visitors and social media audiences alike. After all, credible data is what helps marketers, bloggers, and content creators tell compelling and persuasive stories.

On the surface, infographics share several similarities with standard imagery content. They both rely on the power of attention-grabbing; after all, about 90% of the information you remember sticks in your mind due to its visual impact.

Static infographics deftly combine text and images by presenting challenging concepts in the form of graphics, charts, maps, and other visual elements. Since these infographics include still images that don’t require user input, these graphic treatments serve as fixed resources. In contrast, interactive infographics depend on readers to manipulate them by selecting answers, selecting visual elements, or watching videos. With user input, these types of infographics collect user data that can be later used in further lower-funnel marketing efforts. 

9. The Continous Rise of Voice Search

We are all familiar with Alexa, Siri, and Google’s virtual assistance. Not only do these digital assistants answer short, informational queries like “Who is our First Lady?” and “What are the fashion trends of 2022?” but these VA’s can now also process more local, conversational, and customized searches such as “Where’s a nearby coffee shop I can work from today?” Voice is also expected to be a $40 billion channel by 2022. Implementing voice search tactics allows marketers to empower users to get the answers they want and need. 

Context and conversational search are now essential as voice search continues to evolve. Marketers need to thoughtfully incorporate a voice search strategy into their websites and double down on excellent content, written in a conversational tone.

It is important to understand that people who type a query, and people who ask questions into voice search, are often two different types of people. The “typer” might be OK with doing research, while the “talker” typically wants quick answers and instant results. Both types of people should be considered.

  • Understand Your Type of Customer & Device Behavior
  • Focus on Conversational Keywords
  • Create Compelling Persona-Based Content
  • Provide Context with Schema Markup (And get acquainted with schema markup, if you aren’t already.)
  • Build Pages That Answer FAQs
  • Think Mobile & Think Local

10. Use of Artificial Intelligence for Growth

AI has completely infiltrated our day-to-day lives. When Spotify recommends a song, that’s AI. Or Facebook recognizes and tags a person, that’s also tapping into AI. Martech Advisor summarizes that “artificial intelligence in marketing uses online and offline customer data along with concepts such as machine learning, natural language processing, social intelligence, to gauge your audiences’ future actions. Most recently, Google unveiled their Performance Max campaign option across all advertisers. This new feature uses new AI automation for cross-channel optimization and automatically targets audiences with insane accuracy delivered at lightning speed. It allows you to target audiences with the appropriate message at the right time through the relevant marketing medium to guide them through the marketing funnel. 

Acrolinx is a content alignment platform that helps brands scale and improve the quality of their content. This tool is geared toward enterprises – its major customers include big brands like Google, Adobe, and Amazon. Acrolinx uses AI to analyze the content your company has already created and make sure it aligns with your brand standards. You start by setting your preferences for style, grammar, tone of voice, and company-specific word usage

As we utilize AI more and more, especially as consumers, marketers, and businesses will also receive that data and utilize it. AI allows us to improve and expand our ability to connect with our audience and help them solve their problems quicker and more thoroughly.

For now, you should be up to speed on some of the incoming growth marketing trends for 2022. However, always keep in mind that growth marketing, especially growth marketing trends, is and are an ever-evolving space and something that became a trend can just as fast become a thing of the past. But if you’re trying to consistently keep up with growth marketing trends, be sure to sign up for our NoGood newsletter where we can send insights and marketing trends directly to your inbox! 

Catherine Napoli
Catherine is a seasoned Growth Marketing Manager with experience working with a wide variety of clients ranging from Healthcare and Public Affairs to B2B and eComm all whilst integrating her paid media and influencer marketing background.


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