Consumer behavior is constantly evolving, and there will always be new trends and strategies that keep our businesses ahead of the curve in the marketing landscape. The pandemic was a new challenge that brought with it obstacles many were not prepared for. It greatly impacted our spending habits and how we connect with our favorite brands.

This past year we have seen businesses fully embrace these changes as marketing efforts are going in a more digital direction. As we start to think about the marketing strategies for 2022, the big question is where and how should our marketing dollars be spent?

Here are some trends that you can expect to see in 2022.

1.  Paid social media ads will fight against declining organic reach

The algorithms are changing on social platforms to prioritize posts from friends and family over brands, which has resulted in a steady decline in organic reach. The average organic reach is sitting around five percent, making it even harder for your business to connect with your target audience without implementing paid advertising.

The good news is your business can replace this declining organic reach with proven, paid social media strategies. Your marketing efforts need to be even more targeted and strategic in order to reach your ideal customer while making the most out of your marketing budget. By optimizing your social media presence with paid social ads, you’ll see more interactions, better impressions, and drive results.

2.  Bite-sized, mobile-first content will be key for social media

As attention spans become shorter for the social media world — averaging less than eight seconds — brands must get creative with the way they interact with their audiences. Create memorable content experiences for your customers that quickly grabs their attention, making them crave more. Content that is mobile-user-focused and offered up in short-form, bite-sized pieces will satisfy our digital attention spans. 

A great way to do this is through Instagram reels. If you aren’t already using reels for promoting your brand, you’re missing an opportunity to immediately spark interest in your viewers. Instagram now prioritizes reels that are short, entertaining, and fun over other feed content. To be successful, you don’t have to be perfect, you can be more lighthearted and casual with your reels compared to other media and still get highly engaging results.

3.  Omnichannel marketing will create more connected experiences

Focusing on a singular channel for your entire marketing strategy can severely hurt your business in the long run. Omnichannel marketing involves applying a seamless campaign to multiple marketing platforms to create a consistent brand message and improve customer experiences. By using an integrated marketing approach and offering cohesive messaging across platforms, you’ll see even more engagement with your customers and will expand your advertising reach. In fact, according to Google, omnichannel strategies drive a higher rate of incremental store visits by 80%!

Because of the success of multichannel marketing, we have created a strategy called Mail2Mobile that is solely dedicated to combining the power of mobile marketing with the personal and highly targeted capabilities of direct mail. We follow every step of the customer journey and share analytics reporting so you understand exactly how your campaign is performing.

4.  Continued rise in the use of PPC automation

PPC automation will be huge in 2022 for cutting out monotonous and time consuming manual tasks. More and more businesses will be taking advantage of this feature to prevent hours of tedious work and analysis of their campaigns. By using automation tools for running parts of your campaign, you can cut out labor-intensive tasks, improve the overall performance and generate more significant leads. You can even scale your PPC efforts without spending excess time on individual ads.

These powerful automation tools can calculate the best bidding strategies by tracking paid search trends and enhance your targeting and audience segmentation based on statistics from ad testing, all through machine learning and artificial intelligence technologies.


To stay connected to our audiences, it’s important to keep up with the latest trends and understand how you can prepare your business for the new year and new budgets. By implementing these trends into your marketing strategy, you’ll improve customer engagement and gain high-quality leads while generating more interest in your brand.

However, we understand that it can be hard to stay on top of new trends with everything else on your plate. It’s time consuming and can be overwhelming. Our team at UpSwell is dedicated to improving your marketing approach and taking advantage of new trends for you, while you focus on what you do best: running a successful business.

If you have questions about how to move forward with your 2022 marketing plan or would like a free marketing assessment with one of our industry experts, contact us today!

June 1st - September 3oth

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*This offer is for customers who have not previously used UpSwell’s digital marketing services for PPC Search or Social Media Ads. The Digital Splash promotion requires a minimum 3-month commitment to either social media ads or pay-per-click, and a media spend of at least $1,000 per channel. A one-time new customer set up fee of $150 will be charged upon signature of the contract. Contact UpSwell Marketing for details.