2022 is already here, and it’s shaping up to be an interesting one for digital marketing. Over the next twelve months, there are three trends we would suggest you keep an eye on and consider incorporating into your digital strategy. Voice search optimization, the increasing use of short-form video, and the rise of social audio services. Here’s why they’re important…and why they made our top three trends to watch in 2022.
Voice Search Optimization
As we move into the future, many believe that voice search will become more and more popular. With voice search, people can use their voice to search for information on the internet instead of using a keyboard. This method is becoming more popular, especially on mobile devices, and it is faster and easier than typing a query into a search engine. In addition, voice searches tend to be longer and more specific than text-based searches, which means you need to optimize your content for voice search to capture this growing market.
Think about this. In the past, when kids had questions, their parents might say, “look it up in the encyclopedia.” Times changed, and search engines became popular. The word “Google” became slang for when you needed to “search” something on the internet. Today, we have voice search tools like Siri or Alexa, which are even quicker than going to Google and typing your request.
To begin optimizing for voice searches, think about answering someone’s question instead of focusing on an individual keyword.
SEO (Search Engine Optimization) is quickly becoming AEO (Answer Engine Optimization).Marie Ennis-O’Connor
The Increasing Use Of Short-Form Video
Short-form video is becoming increasingly popular. These videos are great for social media platforms as they allow users to quickly and easily share videos with their friends and followers.
As you may know, TikTok reportedly surpassed YouTube in viewing time per user back in 2021. According to CNN, “While TikTok is viewed on average more than YouTube, YouTube is still the leader in overall time spent (not per user) and has more users overall. (The report only accounts for Android phones.).“
What does this mean? In 2022 you need to embrace short-form video. Come up with a strategy to incorporate these types of videos into your content strategy on social media, whether TikTok, Reels on Facebook, Instagram, or YouTube Shorts. But don’t turn a blind eye to long-form video. Below are recent changes that took place back in July of 20212 on short-form video platforms that may signify that long-form content may be retaking the center stage in 2022.
- TikTok tripled their video length, allowing creators to publish up to 3 minutes of recorded video
- Reels doubled their video length, allowing up to 60 seconds of recording
The Rise Of Social Audio Services
As social media platforms continue to evolve, another trend to emerge in 2021 is the rise of social audio services. These platforms allow users to share audio recordings with their friends and followers, and many of them have quickly gained a large following. One of the most popular social audio services in 2021 was Clubhouse, which allows users to host or listen to live audio broadcasts. The host could allow audience members to join them on the stage to share their thoughts or ask questions live.
As more social media companies continue to adapt and create their version of audio rooms, consider how your radio station or business could incorporate this into your digital strategy. Even though Clubhouse seems to be MIA today, I don’t think we should forget the traction Clubhouse had. Facebook launched its audio room service and podcasts option last year, and LinkedIn is currently testing its audio room feature. Keep an eye on these audio services and determine if they’re ideal for your digital strategy in 2022.
Voice search optimization, short-form videos, and social audio rooms are all digital trends that will be worth watching in 2022. Voice searches have the potential to drive more traffic to your website and marketing funnel by answering customer questions instead of focusing on individual keywords. Short-form videos can help you stay relevant with social media platforms like TikTok, Facebook, Instagram, and YouTube. Social voice services offer brands a new avenue for broadcasting their voice or creating podcasts where listeners can join them on stage via live broadcasts.