Looking back on 2022 -
a digital roundup
- Louis Websdale
As 2022 draws to close, we reflect on the past year for the digital marketing industry and also what’s been occurring at Louis Websdale HQ.
Table of Contents
Video Content
2022 has seen some things stay the same, some things get left behind and also some things starting to become much more powerful and promoted. Something that has been gaining more prevalence is definitely video content.
2022 saw a large increase in the promotion and usage of video content as on average, people are watching 19 hours of online video per week, compared to 2018 when people were watching 10.5 hours of video. It is no shock that video content is being consumed to a greater extent and this is vital to a business’ social media marketing with 96% of people watching an explainer video to learn more about a product or service in 2022. Video content is great with a product-based Business as it allows you to show off your products in a unique way, making your products stand out from those competitors who are not utilising the benefits of video content.
Just a couple of tips for you if you are going to create video content:
- Add subtitles to your video – According to a survey, 69% of internet users view video with the sound off in public places. As your customers can turn ‘their device’s sound off’ for all videos that they watch, if you do not add subtitles to your videos, you have minimal chance to grab that potential customers’ attention and that potential customer is likely going to move onto another video.
- Add branding – By adding a branded intro and outro screen to your video content, you can improve the brand consistency of your videos and make sure that customers start to remember your business and brand.
Video content in general is much more engaging and has a higher ROI than your usual carousel post on Instagram and so it is so powerful when trying to get your message out there on social media (Source – Wyzowl, 2022). As always, if you are looking to achieve better results on social media through professional and engaging video content, we are here to help and we would love to discuss further.
For us, we have seen great results through using video on social media, posting videos on Instagram, discussing a range of website and video related topics and even going onto further subjects in the ‘Reel Talking’ series – I think that’s supposed to be a pun there We have been delighted with the consistent support throughout the year on these videos and are fastly approaching 100,000 views which is great to see. If you want to take a look for yourself, you can check out the videos here.
AI-powered Marketing
During the year, you may have kept on hearing about AI and kept on thinking about what we all think about – will a robot steal my job? Well, I think it is a long while until we ever have to think about that but until then, it is true that we have seen a great increase in the involvement of AI and machine learning in the marketing industry.
Artificial intelligence is where robots or AI carry out human processes without the involvement of said human. AI has led to a huge progression in marketing automation tools, allowing Business Owners to save time and most importantly money when creating their marketing strategy. Here’s what AI has been helping business owners do in 2022:
- Content creation – AI can now write short-form and long-form content through Natural Language Processing (NLP), allowing business owners to keep a consistent flow of new articles on their blog without having to lift their quill. On the other side, AI technologies can automatically transcribe your video on social media and turn that into a blog post without you having to do anything.
- Email marketing – Through automation, business owners can set up automated user journeys so that once a customer enters their database, they are sent through an automated list of steps, personalised to that particular customer. This is particularly useful when looking at email marketing as reminder emails can be automatically set up to be sent to customers for an abandoned cart for example.
- Data analysis – AI has allowed enormous chunks of data to be analysed in seconds which otherwise would take humans weeks to carry out which then can be used to create actionable insights for business owners to carry out, knowing that it will lead to an increase in engagement or sales.
Although there is a lot of worry around AI and whether us measly humans will be left behind, we would definitely recommend you looking into AI as it really does save business owners so much time and money and allows you to focus on what you love doing in your business.
Search Engine Optimisation
For anyone that isn’t doing so already, SEO or Search Engine Optimisation is vital for all business owners as getting you in front of as many of your potential customers on search engines is so important for you to grow your business. 2022 has seen some changes in search engine ranking, in particular Google who introduced a brand new ranking algorithm this year known as the Helpful Content Update.
In Google’s words, “The helpful content update aims to better reward content where visitors feel they’ve had a satisfying experience, while content that doesn’t meet a visitor’s expectations won’t perform as well.”. This gives a greater focus on content that is enjoyed by visitors rather than awarding content that is optimised for search engines through keyword stuffing and other ugly tricks.
Also in December, Google also introduced a link spam update to improve their systems that spot spam and to help ensure it catches new types of spam when looking at the backlinks that a website has. As well as the two updates above, we also saw Google putting more focus on video content, with their Video Index report tool launching in July which allows website owners to debug and monitor how Google views and indexes the videos they produce.
Again, we would strongly recommend you look into how well your website is ranking on search engines currently and if it is not performing as you would like it to, we would be more than happy to take a look at your website and see what’s missing.
Rounding up...
We hope that this article has given you some insight into what has changed, stayed the same and what’s new as a result of 2022. We wish you a great 2023 both personally and for your business and as always, if you need any help with your website or video strategy, we’re here to help.
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