A solid public relations strategy plays a significant role in a brand's success. Here are the five top PR trends to look for in 2022 to maximize your success.
Trend #1 Data and Analytics Take Centre Stage
Data and analytics tools are transforming how Public Relations agencies operate today. By utilizing the right tools, agencies can track, monitor, and evaluate program performance better than ever before. Specifically, we are witnessing significant efficiencies with real-time media monitoring tools, which have become critical to assessing the effectiveness of mass media-focused programs and ROI.
However, what will continue to set successful agencies apart is not just access to these tools but the ability to draw meaningful insights from the results.
At Blue Door, we prioritize reviewing insights at multiple touchpoints during a campaign to ensure we can pivot tactics anytime to deliver against KPI’s.
Trend #2 The Rise of the Nano
Influencers aren’t going anywhere in 2022, but nano and micro-influencers are leading the charge this year. For those new to the influencer industry, nano influencers typically have a follower size of 1,000 - 10,000, while micro-influencer followers can range anywhere between 15,000 - 35,000. Influencers with a smaller following generally are viewed as more relatable and authentic, which allows them to build stronger connections with their audience while creating greater trust, influence and engagement.
According to the Later x Fohr report, nano influencers have an average engagement rate of 4% on sponsored content, highlighting that this smaller audience is leaning in and interacting with the content at a much higher frequency than macro-influencers. However, while macro-influencers have a lower engagement rate, on average, 1.4%, they deliver on higher audience reach.
While we have seen a defined trend among smaller brands that offer niche products to partner with nano influencers and more prominent brands partnering with macro-influencers, it’s essential to consider your client’s objectives and set KPIs before recommending the best influencer size to partner with. Generally from a strategic perspective, nano influencers are often leveraged to increase brand connection, credibility and loyalty while macro-influencers deliver strongest against brand awareness. We hope you’re just as excited as we are to see how the influencer industry will continue to grow and makes changes to brand-consumer connection.
Trend #3 Tik Tok Leading Charge with 5x Higher Engagement
As 2022 rolls out, video content continues to outperform static posts across social platforms, with TikTok setting and still leading the trend. Over the past few years, video content has proven to be more effective at holding audience attention leading to this type of content racking in higher engagement rates than static images. The combination of multimedia in a single post (static, video, text, and music) adds an extra layer to the viewing experience allowing brands to deliver multiple key messages in a 6-10sec span for sponsored content. Short-form video of 15 seconds or less is the way to go, and TikTok is the driving force.
According to a report by Insider Intelligence, “by 2025, 54.9% of marketers will take advantage of TikTok influencers, and 66.4% of influencer marketers will make use of the app.” The driving force behind TikTok is its entertainment-style content. The engagement rate is 5x higher than any other social media platform, and using trending hashtags, songs, or challenges can help boost brand awareness and discovery. Leveraging TikTok influencers with a niche content style is a great way to engage your community on a broader scale.
Trend #4 Crisis Communications Planning Will Be A Must
The past few years have shown that no industry is shielded from instability and crisis. In 2022, all organizations will place Crisis Communications at the top of the agenda to ensure they are prepared for any issue that could cause reputational damage. Organizations will expect their PR teams to offer this service and be on-call to support when needed. From social media hijacking to product recalls, an agency that has experience navigating these types of issues will see a steady demand for this service.
Trend #5 Inclusivity Will Be Top of Mind
DEI is a fundamental part of our internal and external communications moving forward.
There is a diversity and inclusion marketing movement happening, and it is much more than a trend or a “buzzword.” Put simply, brands who are not prioritizing DEI in their campaigns will be missing out. As conscious consumers continue to rise, brands must ensure they are “walking the walk” and implementing DEI in their internal and external communications or campaigns. This will include key earned media pitches, paid media placements, OOH, influencer activity and promotion, sponsorships and everything in between.
Will you implement these trends into your strategy and set 2022 for success? Connect with us at Blue Door to see how we can help.
Blue Door is a public relations, digital marketing, and design agency based in Toronto. We pride ourselves on being a modern agency with a sophisticated approach to marketing. As an award-winning agency, we have earned the trust of major organizations across the country in virtually every sector from hotels to healthcare. Check out our Services Page to learn more. Is your business in need of a brand but not sure where to start? View our capabilities deck here and connect with us at email@example.com or 1 855-854-5594.
About the Author:
Shingirirai is an Account Manager at Blue Door, where she works as part of a team that develops and delivers strategic client programs with a focus on client communications, influencer marketing, media relations, and strategic planning.