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It’s hard to believe, but 2022 is almost here! And with the New Year comes new resolutions, new strategies, and even new business ventures for some. As you prepare for what’s ahead, take time to review Vivial’s list of 91 insights, statistics, and tools to help you meet your business goals in 2022.

DIGITAL MARKETING

Digital Marketing Insights

💡 Consumer Education will Continue
While the pandemic limited our ability to leave home, people have turned to the internet for just about everything. They are becoming more engaged, knowledgeable, and resourceful than ever before.

💡 Collecting First-Party Data Will Be Crucial
From Apple iOS updates to Google’s announcement to end cookie tracking in early 2022, it will be important to find new and innovative ways to collect information on your target audiences.

💡 Hyper-Targeted Audiences & Content Messaging is a Necessity
Users no longer have the patience for irrelevance and find content and advertising that is not applicable to them intrusive and annoying. Therefore, to get the right kind of attention for your brand, you need to not only use detailed targeting but also customize your content with information, pain points, and references that specific segments relate to.

💡 Transparency & Authenticity Should Be at the Core of Your Marketing Strategy
Your story is not your products or services. It is your “why” and talking about it in a way that resonates with your audience will strengthen brand loyalty.

💡 Consumers Expect You to be There When They Want You
The 2022 consumer craves immediacy. Therefore, brands that meet them where they are—device, platform, and schedule—are going to stand out and gain loyalty.

 

🎧 Simply Connected Podcast: Strong Online Presence = Necessity for Local Businesses

Digital Marketing Statistics

  • 298.8 million active internet users in the U.S. (Statista)
  • 80.9% of internet users aged 16 to 64 have purchased a product online in the past month. (Hootsuite)
  • When consumers have a question for a brand or company, 82% want an “immediate” response. (Single Grain)
  • 90% of internet users use mobile devices to access the internet.
  • 48.7% of online shoppers purchased a product via a mobile phone in the past month.
  • 72% of shoppers act on marketing messages only when messages are customized to their interests. (SmarterHQ)
  • The average user spends $1,686/year on online purchases.
  • 94% of consumers say they would remain loyal to a brand that provides complete transparency. (Core DNA)

💻 FREE WEBINAR: 5 Ways to Finish 2021 Strong with Local Marketing
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WEBSITE USER EXPERIENCE

Website User Experience Insights

💡 Mobile-First Approach
With people using their smartphones for hours on end every day, your website must not only be compatible with mobile devices but look good too.

💡 Localize User Experience & Content
2022 will be all about offering personalized and localized user experience and content to your users.

💡 Less Overload, More Direction
Simplification of your website content will not only streamline the user experience but optimize their interaction throughout your site.

Website User Experience Statistics

Over 70% of small business websites do not use a call-to-action
  • 52% of users say the main reason why they won’t return to a website is aesthetics. (Think With Google)
  • 94% of website first impressions are based on design. (Taff)
  • Mobile traffic is predicted to increase by 25% by 2025. (Ericsson)
  • More than half of all website traffic is on mobile devices. (Statista)
  • Over 70% of small business websites do not use call-to-action buttons. (TrueList)
  • 61% of consumers say they’re more likely to buy from mobile-optimized sites. (BrightLocal)

CONTENT MARKETING

Blog & Article Insights

💡 Content is Your 24-hour Salesperson
As we have mentioned before, while your team may only be available during business hours, your content is always there. Businesses should focus on producing content that can help drive potential customers through every step of the buyer’s journey.

💡 Get to the Point Quickly – Prove Your Worth
Within the first few seconds, you need to grab the attention of your reader and prove the relevancy of your content to what they are looking for, otherwise, they will move on to the next.

 

🎧 Simply Connected Podcast: Using the Power of Content to Market Your Local Business

Blog & Article Statistics

63% of shoppers research before they buy a product.
  • 1 out of 4 buyers says blogs are very influential when researching a new product. (GWI)
  • 83% of marketers said they used blog posts or short articles as part of their content marketing efforts. (Statista)

SEARCH ENGINE OPTIMIZATION

Search Engine Optimization Insights

💡 Goal is to Reach Search “Position Zero”
While the goal is to still have your website content rank in the first few results in Google Search, it is just as important to optimize your content for the coveted featured snippet spot. Not only does it hold the entire space above the fold but offers a seamless user experience answering a user’s question quickly.

 

🎧 Simply Connected Podcast: The Anatomy of a Google Search Results Page

 

💡 Conversational Content is Key Voice Search
The use of smart devices will continue to rise in 2022 and therefore so will the importance of creating content that is more conversational in nature with less focus on formal structure and keywords.

Search Engine Optimization Statistics

50% of mobile searches are for local search results.

Search Engine Optimization Statistics

  • Google is the most visited website. (SEMrush)
  • 97.9% of internet users used a conventional search engine in the past month. (Hootsuite)
  • 85.2% of consumers have searched online for a product or service to buy in the past month. (Hootsuite)
  • 50% of mobile searches are for local search results. (WebFX)
  • 95.4% of consumers have visited an online retail site or store in the past month. (Hootsuite)
  • 47.39 million homes in the U.S. have smart home devices.
  • 39.9% of internet users used voice search or voice commands in the past month. (Hootsuite)

Get a Free Digital Analysis of Your Online Presence

PAID ONLINE ADVERTISING

Paid Online Advertising Insights

💡 Shopping as an Experience
As competition increases in the online shopping world, we can expect to see eCommerce players experiment with new formats that emphasize areas such as social interaction, shopper entertainment, and even augmented services like education (e.g. ‘how-to’ content). (Hootsuite)

💡 Advanced Targeting with Geofencing
With mobile currently representing more than two-thirds of all digital ad spending, brands will be utilizing geofencing technology to target a hyper-specific area with relevant content in real-time.

What is Geofencing?
Geofencing allows real-time targeting based on a user’s location. A target area is defined, say, within 5-miles of a restaurant. When a user enters this area with their location services turned on, you are able to “target” them with your ads. Even after the consumer leaves the target area, they’ll continue to receive your ads.

 

🎧 Simply Connected Podcast: Unleashing the Potential of Paid Online Advertising for Your Local Business

Paid Online Advertising Statistics

Search ads increase brand awareness by as much as 80%.
  • 75% of people say paid ads make it easier to find what they need. (Clutch)
  • 36% of people are more likely to buy from a brand that sends them tailored messages.
    (Digital Connections)
  • The average click-through rate (CTR) in Google Ads across all industries is 3.17% for the search network and 0.46% on the display network. (LocaliQ)
  • Search ads increase brand awareness by as much as 80%. (Google)
  • Businesses make an average of $2 in revenue for every $1 they spend on Google Ads.
    (WordStream)
  • The average cost per click (CPC) in Google Ads across all industries is $2.69 on the search network and $0.63 on the display network. (WordStream)
  • Mobile ads with geofencing have double the click-through rate. (MobileMarketer)
  • 53% of shoppers visited a retailer after receiving a location-based message.
    (Salesforce)
  • The top five retail locations for geofencing according to 50% of marketers surveyed are restaurants and bars, health and beauty, entertainment, grocery, and pet stores. (Reveal Mobile)

SOCIAL MEDIA MARKETING

Social Media Marketing Insights

💡 Continued Growth and Expansion
The initial uptick in social media use due to the pandemic will continue to trend upward. According to eMarketer, social commerce buyers have increased by 25% and we expect to see more innovation and diversification with social platforms in 2022.

💡 A New Meaningful Approach to Social Media
As a result of limited human interaction throughout the pandemic, social media channels began transitioning away from being a tool to simply consume content. It is and will continue to trend toward being more about connecting and engaging with people, brands and businesses. In fact, 60% of consumers have been influenced by social media or a blog. (Digital Marketing Institute)

 

🎧 Simply Connected Podcast: Finding the Balance Between Fun & Professional Social Content

 

💡 Authenticity and Education Takes Priority
While influencers continue to rise in popularity among consumers, it really boils down to their desire for unfiltered content. Consumers want to be entertained while also being educated so they can make informed decisions. 82% of people trust social networks to guide a purchasing decision. (Digital Marketing Institute)

💡 Social Media Use Will Continue to Rise for Older Generations
It isn’t just GenZ and Millennials driving the growth of social media platforms. The Boomer generation is making a move and becoming more engaged and comfortable on social sites. (eMarketer)

💡 Consumers Expect You to Be There When They Want You
The 2022 consumer craves immediacy. Therefore, brands that meet them where they are—device, platform and schedule—are going to stand out and gain loyalty.

Social Media Marketing Statistics

82% of the U.S. Population currently use social media and the average user spends 65 minutes a day on social platforms.
  • 82% of the U.S. population currently uses social media. (Statista)
  • It is projected that the average daily time spent on social media by U.S. users in 2022 will be approximately 65 minutes. (Statista)
  • 3 out of 4 consumers rely on social media when researching brands. (Hootsuite)
  • Top reasons for using social media, across all audiences (GWI):
    1. Stay in touch
    2. Fill spare time
    3. Read news stories
    4. Find content
    5. See what’s trending
    6. Find inspiration
    7. Find products
  • Potential Advertising Reach (Hootsuite)
    • Facebook 67.9%
    • Instagram 50.1%
    • Facebook messenger 2.4%
    • LinkedIn 65.8%

SOCIAL MEDIA: FACEBOOK

Facebook Marketing Insights

💡 Holding Strong
Facebook remains the world’s most popular social network, with 98.5% of users accessing the platform via mobile. (Datareportal)

💡 Facebook’s Influence
Facebook is one of the most influential social media channels, with 52% of purchasing decisions being influenced by the platform. (Digital Marketing Institute)

💡 Facebook Users Engage with Advertising
An average Facebook user clicks on 19 ads per month. That’s one every 1.5 days. (Remember not all ads require a click to be effective!) Users continue to pay attention to and engage with Facebook ads, rather than simply tuning them out. (HootSuite)

 

🎧 Simply Connected Podcast: 5 Benefits of Facebook Ads for Local Businesses

Facebook Marketing Statistics

% of potential reach of the U.S. population aged 13+ by social advertising by platform.
  • 79% of Americans use Facebook—the platform with the second closest usage percentage is Instagram, at 32%. (Pew Research)
  • 18.3% of adults made a purchase through Facebook in the past year. (eMarketer)
  • 76% of Americans use Facebook on a daily basis. (Pew Research)
  • Two-thirds of Facebook users visit a local business page at least once a week. (Facebook)
  • Facebook advertising has the potential reach of 67.99% of the U.S. population aged 13+.

SOCIAL MEDIA: INSTAGRAM

Instagram Marketing Insights

💡 Instagram Users Are Seeking Purchase Options
2 in 3 people surveyed say Instagram enables interaction with brands (Instagram) and 81% use the platform to research products or services. (LocaliQ)

💡 Users Aren’t Just Window Shopping
Nearly half of all Instagram users have visited a website to make a purchase after seeing a product or service on the platform. (Instagram)

💡 Video is the Future of Instagram Marketing
Ever since the introduction of IGTV in 2018, the use of video marketing on Instagram has seen steady growth ever since. In 2020, Instagram launched Reel making a play for short-form video domination and has since kicked it up a notch with Reel Ads.

Instagram Marketing Statistics

  • 51% of Instagram users access the platform daily, and 35% say they look at the platform several times per day. (PEW Research)
  • 70% of consumers look to Instagram to discover a product. (Instagram)
  • 90% of people on Instagram follow a business. (Instagram)
  • More than 80% of businesses say engagement is the most important metric to measure for Instagram marketing. (LocaliQ)
  • Instagram advertising has the potential reach of 50.1% of the U.S. population aged 13+.

SOCIAL MEDIA: TWITTER

Twitter Marketing Insights

💡 Twitter is Regaining Popularity
Due to its highly sociable and authentic nature, Twitter usage is on the rise. In fact, 9.6% of adults significantly increased their Twitter usage since COVID-19 pandemic. (eMarketer)

💡 Timeliness Matters
With over 70% of users expecting to receive a response from a brand they’re interacting with on Twitter and 53% of those wanting to hear back within the hour, staying attentive and replying quickly will be crucial to success.

Twitter Marketing Statistics

Type of content consumers want to see more on twitter.
  • 😭 dethroned 😂 as the top Tweeted emojis in 2021. (Emojipedia)
  • 82% of B2B content marketers use Twitter for organic content marketing in the past 12 months. (Hootsuite)
  • Twitter still holds sway as the most widely-used online platform in the US (Pew Research Center, 2019.) Among these American adults, 25% say they visit Twitter several times a day, 17% about once a day, and 58% less often.

SOCIAL MEDIA: PINTEREST

Pinterest Marketing Insights

💡 Pinterest is 2022’s Virtual Shopping Mall
Window shopping isn’t a thing of the past. Instead, it has transitioned online product and brand discovery in the form of Pins on Pinterest.

💡 People Use Pinterest to Plan for the Future
With over 85% of Pinners claiming to use the platform to plan new projects, it is one of the most ideal places to get your brand front and center early in the buyers’ journey. (Pinterest)

Pinterest Marketing Statistics

  • 50% of U.S. Pinners frequently shop on Pinterest. (SproutSocial)
  • 4 in 10 Pinterest users log onto the site to research brands and products, making discovery a lot more likely. (GWI)
  • 240+ billion Pins saved by Pinterest users. (Pinterest)
  • 80% of weekly Pinners have discovered a new brand or product on Pinterest. (Pinterest)
  • 9 in 10 users are on Pinterest to plan purchases and find inspiration for what could fit well in their homes, offices or make great gifts for friends and family. (Pinterest)

SOCIAL MEDIA: LINKEDIN 

LinkedIn Marketing Insights

💡 LinkedIn Isn’t Just for Job Seekers
In 2021, it is estimated that 50.3% of U.S. marketers use LinkedIn for marketing purposes. Why? Because 4 out of 5 LinkedIn members drive business decisions. 61 million LinkedIn users are senior level influencers and 40 million are in decision-making positions.  (LinkedIn)

 

💡 Ad Objectives
Similar to Facebook, businesses can select from a variety of ad formats to ensure paid advertising meets the desired objective. Options include: Event Ads, Follower Ads, Lead Gen Forms, Message Ads, Video Ads, Single Job Ads and Text Ads (to name a few).

LinkedIn Marketing Statistics

  • There are 9 billion content impressions in the LinkedIn feed every week.
  • 80% of engagement on content comes from mobile. (LinkedIn)
  • 750 million business professionals are on LinkedIn. (LinkedIn)
  • 80% of B2B leads come from LinkedIn. (LinkedIn)
  • LinkedIn has 63 million unique mobile visitors each month.

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