Five content trends to look out for this year
Here at Speak, we’re nothing if not curious about content – so we’ve assembled a list of the trends brands should be looking out for in 2022.
Podcasts, but not as you know them
We all know that podcasts have moved from niche to mainstream in the last decade, when podcast listeners doubled in number – and as of 2021, nearly two-thirds of all Americans were tuning in.
What might be changing is that shortform formats are coming to the fore: as producers compete with thousands of other programmes for a spot in listeners’ earbuds, short, sweet and low-commitment episodes are taking the cake.
And with the bar for creating a successful podcast higher than ever, it’s not only the shape and size of your podcast that matters. Brands need to be asking: what do we want our audio content to achieve – and how will we make it happen?
Newsletters: the comeback (this time it’s real)
Yes, we know the demise-slash-rebirth of this most traditional of digital communication tools has been much discussed. But as people tire of the relentless scroll of social media platforms and search for simplicity (in, for instance, the little word game that recently swept the globe), newsletters are rising to the occasion.
In launching our own monthly newsletter, we’ve been keeping our clients in the loop about all the great things happening here at Speak – but there’s more to it than that. Begone, doomscrolling, and hello neatly packaged bespoke update.
With newsletter platform Substack reaching over one million paid subscriptions last year, 70% of publishers are making the medium a focus in 2022. What better way to create “a more intimate and lasting relationship with readers”?
Metaverse, the virtual world of advertising
Facebook sent shockwaves through the industry last year when it rebranded itself as ‘Meta’ – and announced its ambition to build human connection in virtual reality. Other global brands have their noses to the grindstone on similar projects, with Microsoft recently announcing an eye-watering $70bn investment to develop its own immersive platforms.
The ‘metaverse’, a virtual world where people can work, play and shop from anywhere using a VR headset or other compatible devices, has been labelled the ‘future of advertising’.
But why should brands pay attention? With fresh possibilities for brands to adapt their marketing strategy, the metaverse offers a chance to reimagine what’s possible in content creation.
Sustainability: silence is no longer an option
Last year, the COP26 UN conference dominated headlines – and a study found that climate change was the top personal concern of Gen Z adults. In other words, it’s time for brands to up their game on sustainability.
With the trust of a huge demographic at stake, actions speak louder than words. It’s one thing for brands to make ambitious pledges of carbon neutrality, and quite another to demonstrate how they are becoming part of the solution.
So, to avoid accusations of ‘greenwashing’ this year, make sure your content around sustainability is transparent – and above all, consistent.
Being brave on issues that matter
If you’ve heard of ‘wokefishing’, you probably know that some companies are guilty of it –trying to appeal to certain demographics by making claims about their priorities. And audiences can see right through it.
The impact of Covid-19 has meant that now, more than ever, people want to trust brands as forces of good who place a concrete emphasis on the values that matter to them. It’s not enough to have well-meaning platitudes and show allyship on certain days. Making social issues a top priority throughout 2022 will be key.
Writing on the subject, Speak’s deputy head of content, Laura Smith, said: “Yes, there are risks in being brave on the issues that matter, and social media can leave brands open to public criticism. But not taking a stand can also leave you open to criticism – and ultimately irrelevance.”