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5 Best Marketing Plays to Try in 2022

In 2021, we saw a handful of exciting things companies were trying to get their word out about their brands. 2022 will be no different. With web3 peeking over the horizon and new platforms finding exciting ways to grab attention, smart marketers will continue to adapt and create strategies for getting their brands in front of excited customers. 

Here's some that I look forward to:

1. Sponsored trending sounds. TikTok and Reels on Instagram allow creators to use previously published or original audio content in their videos. Brands are leveraging the audio features of these platforms by sponsoring these audio clips, allowing added brand visibility on user generated content, regardless of whether the content is "on brand". This is the most exciting to watch, especially if you don't mind having your brand attached to some of the world's most viral videos.

2. NFT's with custom experiences. Non-fungible tokens have become increasingly popular as we move closer into the metaverse (defined both as a digital space/universe -OR- a moment in time when our digital lives prove to be more valuable than our real ones). Brands are allowing people who own their NFTs to access exclusive brand experiences in a brand-hosted virtual world. Maybe you don't live next to Snoop in real life, but you can in the metaverse with the right NFT.

3. Brand activations at events. As live in-person events resume after increased COVID-19 vaccination rates and lower government mandates, we will begin to see brands investing in experiential activations. Expect to see immersive tech-heavy experiences that are sure to wow event goers.

4. Social audio. Clubhouse, Twitter Spaces, Greenroom, and Facebook Podcasts are among the top social audio platforms creators are tapping to share brand messages and engage with their audiences. Whereas the leader in the race may change (Twitter Spaces was far superior for the content I create than Clubhouse), social audio won't go away.

5. Communities. Creators and companies alike tapped into the already rich online community space partly as a respite from lockdown-era loneliness and remote work. The engagement in these communities will yield long-lasting brand loyalty so long as administrators continue to deliver on the communities promise and deliver content and programming that meets post-lockdown needs.

6. Partner programs. Companies are looking outside of their market and tapping the audience and credibility of partners with channel sales programs, content partnerships and other mutually beneficial arrangements. Whether tech, agency, or referral partnerships, 2022 will be the year to start thinking about how to tap other companies reach to expand your own.

As new ways to engage emerge and as we see traditional methods reemerge, 2022 will be an exciting year for brands!