Audio content, short-form videos are high on the 2022 marketer hot-list

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 23, 2021, 3:59 PM UTC

Audio content can be an effective tool for brands and marketers looking for new audience engagement strategies for 2022.

Despite low ROI, podcasts and other audio content formats are the most influential media format for 53% of content marketers. About 50% of marketers plan to increase existing investment in audio chat rooms in 2022.

Given that the format has the highest ROI of any social media marketing strategy, brands must create informative short-form videos. When it comes to social media platforms, 24% of marketers say Facebook lands them the highest ROI, followed by Instagram (19.5%) and TikTok (12.1%).

However, 65% of B2B social media marketers plan to increase current investment towards TikTok in 2022. In 2022, brands will also be keen on devoting resources to social responsibility, with 27% of surveyed professionals planning to embrace it for the first time next year. 

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