As 2021 comes to an end, marketers take stock and plan for 2022 in anticipation of higher marketing budgets.
HubSpot conducted a survey with over 1,000 global marketers and identified five main trends to watch in 2022:
The pandemic has propelled short-form video at the forefront of digital marketing as a fun and convenient way to disseminate information. Short-form video will continue to rise in popularity in 2022.
As revealed by HubSpot, in 2021 influencer marketing has provided the highest return on investment (ROI) for marketers, and 2022 is shaping up to be an influencer marketing year as well. One trend we might notice is brands migrating towards micro-influencers as opposed to the most popular names because micro-influencers are likely to provide access to a smaller but more engaged audience.
Audio content is on the rise. Marketers have gotten comfortable with using podcasts and other forms of audio content to engage with their audiences on the go. One can listen to audio content while cooking, hiking, or engaging in other activities and avoid the screen fatigue that comes with video content consumption. 2022 will bring an even higher consumption of audio content.
A quick overview of what’s new and trending in the publishing and content marketing industries.
First and foremost, news from Amazon: Amazon authors may have received news about changes in the European Union (EU) tax laws regarding the taxation of digital products (including e-books). The Value Added Tax (VAT) used to be applied based on the seller’s country, but beginning January 1st this year the VAT is being applied based on the buyer’s country. Kindle authors were asked to re-visit their pricing strategies, and make adjustments moving forward.
Also, Amazon had gradually expanded its Kindle Unlimited services to include countries like Spain and Italy (since November 2014), France and Brazil (since December), and Canada and Mexico (since February). Kindle Unlimited is a subscription service that allows customers to read as many book as they like and keep them as long as they want for a monthly subscription fee. This is different from being an Amazon Prime member: anyone can subscribe to Kindle Unlimited services for a $9.99 monthly fee.
Authors who have enrolled their e-books in KDP Select, and have made their titles available to the Kindle Owners’ Lending Library ought to know that all titles enrolled in KDP Select are automatically enrolled in Kindle Unlimited as well. Authors do get paid royalties once a customer has downloaded and read at least 10 percent of their books. But there are concerns that authors actually earn less, as a result of fierce competition from other titles (Kindle Unlimited currently has a library of over 750,000 titles). You can read more opinions about Kindle Unlimited here. To learn more about authors’ royalties, visit https://kdp.amazon.com/help?topicId=A3BQJE2QV37M1B.
Mark Coker from Smashwords listed his predictions for 2015, which, as expected, include the increase in digital reading and independent publishing, but also some unexpected considerations. I find particularly interesting Coker’s prediction that independent authors will in fact face increased competition from traditional publishers in 2015, and also the fact that Coker expects many more indie authors to just give up. Coker also thinks that major publishers will begin experimenting with free products in 2015, a strategy that has been far too common among indies. At the same time, Coker warns that freebies aren’t what they used to be, because there are so many free books already on the market. We’ll see what 2015 bears for both traditional and independent publishers.
Social media will continue to evolve and bring ever more changes to the way we’re doing business. The landscape is becoming so complex, that analysts recommend an increased specialization in this field. While integration across multiple platforms has been unavoidable for some time, 2015 is seen as the year brands can no longer avoid paying for ads on social media. Video sharing is rapidly spreading, and gaining more popularity. SlideShare is also becoming trendier, as it plans to introduce video sharing capabilities this year. As a novelty, Twitter and Facebook may introduce a “Buy” button so users can make purchases without leaving these platforms. According to trend analysts, in 2015 interactive brand personas will become ever more common. To read more about social media trends, visit http://www.socialmediaexaminer.com/social-media-marketing-predictions-for-2015/.