As 2021 draws to an end, it’s time to start looking forward to 2022 and what the new year might bring. Trying to foresee what’s in store for the world of visual content is needless to say a challenge in these unprecedented times as let’s face it – no one predicted the pandemic and its impact on the high street and shopping habits.  

While no one knows for certain what 2022 has in store, we can certainly draw from how the market has evolved over the past year or so. With that in mind, here are our 5 predictions that we think you should be preparing for in 2022.

1. Online advertising will evolve

With Google planning to phase out third party cookies by 2023, brands will start adapting their online advertising over the next year. Content creators will need to be much more focused on creative impact and understanding the visual attention that ads receive within their wider context. “Is my ad being seen in the first crucial seconds?”

Attention metrics will become an increasingly important KPI for businesses to measure in order to help them understand the creative impact of visual content across platforms.

2. The continued rise of D2C on the brand agenda

The seismic shift in consumer behaviour during lockdown has compelled brands to rethink their D2C business strategies as the market is predicted to have grown by a staggering 19.2% in 2021.

For many brands connecting directly with the consumer enables them to offer a more tailor-made service. It also cuts out the middleman and opens a world of first party data which brands can use to create even more personalised experiences.

Take Heinz as an example, one of the many household favourites to deliver beans direct to the doorstep of their customers.

Understanding whether brand’s ecommerce sites have truly visually optimised for paths to purchase will be a high priority for marketers working across the D2C landscape in 2022.

3. More social ecommerce purchases

Social commerce has seen a large growth in recent years, not so much in the UK yet, but it’s coming soon and again driven by our changing behaviours due to the pandemic. It’s now at a stage where it will be expected by customers, particularly now we are working from home again, this will fuel greater demand for the opportunity to make purchases in alternative ways. 

Making potential customers navigate to a website is just an extra step where they can fall out of the conversion funnel. So helping them shop in their favoured social channel is something of a no-brainer.

Social media has always been a great discovery tool for brands, but now it is set to become a significant part of the purchasing process.  Understanding what messaging is being seen first across your ads and thumbnails will be imperative to ensure social commerce if fully attention optimised.

4. Short form content is king

It will come as no surprise that short engaging content that instantly grabs your attention is key for social media, this has always been the case. However, this is becoming more extreme with even shorter form rich media content dominating the world of online video. This is likely a result of the growth of TikTok and other competing platforms.

With video content becoming shorter, Marketers & Video Creators will need to understand how their messaging is being interpreted in the first crucial seconds of the video, and if not, what distractions are causing their messaging to be missed?

5. Amazon competition will remain fierce

More and more brands are leveraging the power of Amazon to sell their products, from FMCG to electronic industries. The fight for attention is 100% on – and understanding how to increase the performance of your products in the Amazon aisle, while understanding where you rank against your competitors is an ever-increasing challenge for brands.

Brands will need to focus on optimisation of their Mobile Ready Hero SKU Images to gain an edge over their competitors.

Interested in finding out how we can help you improve the visual effectiveness of your content for 2022?


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