We can’t say it enough—goodbye, 2021! So, with that out of our systems, let’s look ahead. What can we expect from paid media marketing in 2022? What strategies will carry over from 2021, and what new tactics will emerge? Whether you’re looking for a refresher or simply wish to stay current, here are four paid media trends we’re excited to see in 2022. 

1. Make it Personal with Personalization 

Curious why you see ads for the Jordan 1s you Googled earlier or shirts from Dan Flashes with unexpected patterns after an Instagram scroll? That’s personalization. 

Personalization has always been a core component of our paid media efforts and continues to be a vital part of our 2022 marketing strategies. 

If you’re unfamiliar with personalization, think of it as a way to curate content based on a customer’s preferences, learned from their engagement and key data points. You then segment your lists based on their wants and use the strength of machine learning to offer ads tailored to them instead of serving catch-all content. 

Graphic with statistic on shoppers.

Trust us, it works. Seventy-five percent of shoppers are more likely to buy from a retailer that addresses them by name, recommends products based on past purchases, or knows their purchase history. Social networks and PPC marketers know that and use personalization to reach their customers to convert them. 

Here are a few tips for personalizing your paid ads in 2022: 

  • Collect quality data
  • Avoid over retargeting
  • Don’t be invasive 
  • Consider timing 
  • Nurture, don’t over sell

2. Cozy up to QR Codes 

You’ve probably used a quick response (QR) code to view a restaurant’s menu or scanned one to pay for parking—they’re everywhere. That noted, embrace QR codes in 2022, as they’ll continue to grow in popularity (even after rising from the dead).

QR code on a white background on a laptop computer screen sitting on a tidy desk.

A recent study reported that 1 billion smartphone users will scan a QR code in 2022. Additionally, 68% of global QR code users are between 25 and 54 years old, creating a massive multi-generational marketing opportunity. But before we go further, let’s quickly go over the two types of QR codes: 

  • Static: A code directing users to a specific URL you can’t update. 
  • Dynamic: A code that allows you to update the URL on the same QR code to redirect a scanner to a different landing page. 

We recommend dynamic codes because they provide more flexibility, but if you have a landing page or information you won’t change, feel free to use a static code. 

Ready to make QR codes a priority in 2022? Use them to add another layer to your digital strategy by sharing coupons, service offerings, review requests, or other helpful information in paid ads. 

3. Make a Splash with Social Impact 

We take social impact seriously. We also love to see more businesses embracing social good marketing. After all, 88% of consumers want companies to help them make a difference, and a third of global consumers are willing to pay more for sustainable alternatives (we told you values are important in marketing). 

So, should you use paid media marketing to promote your green practices, B Corp status, or charitable partnerships to increase awareness in 2022? Absolutely. 

Highlighting your social impact shows your customers you’re here to make a difference beyond the buck. It also allows them to vote with their dollar by choosing a vendor that aligns with their values. If you’re unsure where to start, why not begin with social paid ads on Instagram, Facebook, Pinterest, Linkedin, or TikTok?  

Here are a few tips on how to use social media ads ethically:

  • Be truthful: Don’t over promise or confuse your followers. Make a social post that leads followers to a landing page that promotes the change you’re claiming in your messaging.
  • Adhere to privacy standards: Target the right followers, but remember to keep your customer’s data private and avoid sneaky audience research techniques. 
  • Stay unbiased: Be reliable. Be the change you want to see. 
  • Remain connected: Listen to your followers and partner with organizations that align with your principles. 

Close up of phone screen with Instagram, Twitter, and LinkedIn logos.

4. Expand Your Social Reach 

Last year, we covered how to grow your content strategy and talked about adding TikTok as a marketing channel, but we’ve also increased ad spending on Reddit, Linkedin, Pinterest, and other platforms to build community and reach results

If your return on ad spend (ROAS) isn’t solid on Facebook and your audience is moving away from the platform, it’s time to grow your social reach. However, that doesn’t mean you need to abandon Facebook altogether. Instead, we recommend allocating more budget to other social profiles in 2022 to reach different audiences. 

If you haven’t yet, start by exploring Linkedin or Pinterest to see how their paid media advertising services can help you reach new followers and grow your business in 2022. From there, expand your reach to TikTok and Reddit—provided you have the time to create content on those platforms.

Take the Guesswork Out of Paid Media Marketing

We’re fully aware of the complexities around paid media and know that many marketing managers don’t have the time to manage new channels. Need more advice? We love helping others succeed while maximizing budgets and reaching new customers in their paid media strategies

Get in touch to learn how your marketing team can embrace the top paid media trends of 2022.