The new year is upon us. With it, the dazzling expectations of what we can do and who we can become sizzle in the air.

This January we challenge you to take all of this energy and excitement you currently have to create an actionable marketing plan for this year.

Hubspot’s 2021 marketing report showed that 81% of marketers are currently using content marketing. You can’t afford to be left behind.

To get you started, we’ve compiled a list of the top 7 content marketing and design trends of 2022.

Hubspot, Not Another State of Marketing Report, 2021

Content Marketing “Musts”

One byproduct of the pandemic (besides getting a little too comfortable attending business meetings in our pajamas) is we appreciate connection, crave authenticity, and expect vulnerability.

This is reflected in the top content marketing trends predicted for 2022.

Be real

57% of Americans spent an average of over 5 hours on their phone every day in 2021. Of course, the time is split between activities like checking emails, decimating the newest level of Candy Crush, and binge-watching the newest top 3 Netflix series while waiting for a rapid Covid test result. BUT a good majority of that time is spent mindlessly scrolling through social media, Googling the best take-out to feed our souls, or for the glorious 4-way stretch of premier velour sweatpants.

The point is the majority of consumers have been inundated with content this year.

They see more ads than ever.

The internet and the rise of social media marketing have increased consumers' ability to “sniff out” sales tactics and are less likely to fall for the scammy fear-based or overly manipulative marketing tactics of the past.

Instead, consumers want to buy from businesses that align with their values (like sustainability and Black Lives Matter). They want to connect with the person behind the brand. They want to know their dollars are supporting a real down-to-earth person or cause.

Prioritizing brand authenticity is a non-negotiable. Figure out your values and your purpose, and how to tell them in your story. Lead with that.

2. Social media’s still king

Now is not the time to tighten your social media budget. In fact, in 2021, 82% of companies surveyed by Hubspot said they invest in social media marketing - meaning your competition could be getting dozens to hundreds more impressions or views than you if you’re not on social media or lessen your presence.

The same report even found that Facebook has still been the biggest driver for return of investment (ROI).

Personalization and conversational connections (which is easiest to achieve on social media) with your target audience is no longer a nice addition, it’s a necessity.

Plus, social media makes it easier than ever to get the right message in front of the right people. It can be overwhelming and hard to know if you’re sinking money in the wrong places, but working with a dedicated team can make all the difference for optimizing your online presence and marketing dollars.

3. Video content is vital

Perhaps the biggest change we’ve seen in content marketing over the last year is the rise and power of video content.

Video uploads were 88% higher than before the pandemic. And people actually watched them.

An astounding 12.2 billion minutes of video were watched last year (with 4.8M of those being under 30 seconds).

These videos have been a way to capture an audience’s attention, entertain, educate, empower, and most importantly, build trust!

If you’re not already, figure out how to incorporate video into your marketing strategy this year. We suggest starting with something simple like answering top “how to” questions in your industry or sharing inspiring stories that help your audience see how they can reach their goal too.

Remember to always put your audience first.

Design is more important than ever

Just like consumers are getting savvier with sales tactics hidden in copy, they’re expecting more from design than ever.

Your customers want to be entertained, enticed, and guided through a visual story of what they’re getting themselves into.

Cassava Breads website design by JonesHaus

4. Daydream doodles

The “Daydream doodles ” trend is a perfect example of meeting this lofty expectation.

Characterized by carefree lines, stream-of-consciousness ideas, and connected with a brand identity by creative association more than literal interpretations, these doodles express light-heartedness and a human-first approach.

Consumers are moving away from cold, “big machine”, cookie-cutter solutions.

They want to feel understood.

This design type feels so unique yet inviting and warm at the same time. Personally, we’ve had this approach for years and have seen success with our client, Cassava Breads.

Early Bird Animation by Anastasia Kurilenko

5. Minimalism re-imagined

The modern minimalist aesthetic has always been at the core of JonesHaus, and this year will be no different. But, we must also keep up with the times.

Remember, successful marketing is always about resonating with your target audience and not necessarily your personal preference.

In this new year, we’re seeing a shift towards a reimaged minimalist aesthetic with trends like outline-only images, GIFS over still form, and an emphasis on the font.

Of course, you should always stay true to yourself. When designing your content try to strike a balance of your authentic aesthetic and these current trends to attract the right customers to your (virtual) door.

Energy Powder For Gen Z by Pepper Pack Design

6. Bright colors win

Unsurprising after this dreary year trapped inside, consumers are craving optimism, cohesiveness, and fantastical elaborateness.

This year we’ll see a rise in bright bold, and even clashing, colors.

We want scroll-stopping images that catch attention, peak interest, and leave someone wanting more.

Logo designs get an upgrade

7. Creativity shines

While traditional designs for logos have encouraged simple pictures, the rise in technology, overexposure to advertising (and brands), and consumers' own ability to create digital content, has shifted us to a place where more intricate designs excel.

Artists have more freedom to play with images, fonts, and play on words because consumers are quick to recognize the meaning – or easily click to learn more.

Truthfully, in this era, it’s more about capturing attention and getting a consumer to want to know more than it is for them to immediately understand what you do.

We see this in the new trends like tall logos (that stand out from the “normal” horizontal or square logos), bubble letters, and complex imagery like the transparent overlay we did for our client, Mission Timber (seen above).

We hope this list inspires you to create your own #actionplan for 2022.

For an in-depth guide on everything you need to know about making social media marketing work for you, check out our Social Media RoadMap.

If you need further help, we have full-service design and copy packages to bring your vision to life and connect with your ideal customers.

Contact us for more information.