January 2022

January 2022 Roundup

It is officially 2022. Even typing that feels unnatural! Everyone at HC HQ is hugely excited for another year of delivering massive value to all our clients and the different ways we’ll do just that. So, in that spirit to kick off a new year of Sparks, here are five digital marketing tips to keep in mind for 2022.

Hopkins Communications Sparks Post January 2022 - Fifteen Second Vertical Videos

Fifteen Second Vertical Videos

TikTok is not going anywhere. What initially seemed like an early pandemic distraction full of choreographed dance moves has now transformed into a real and valuable channel for many businesses. 

In the past 2 years, they’ve launched ads and business-specific profiles plus there are  90,000 Irish people using the short-form video app on a daily basis.  

Instagram has also tried to muscle its way into TikTok’s territory with Reels, and YouTube has tried with Shorts. 

So, any video content you create should be adaptable to each of these formats, so under 15 seconds and vertical for mobile devices. Get to your point across and be quick about it! If you have more to say, make more than one ad!

Hopkins Communications Sparks Post January 2022 - Shoppable Content

Shoppable Content

We shop differently now. In the past year, global e-commerce sales have grown by a massive 30%. Obviously, this was boosted by the ongoing pandemic, but we don’t foresee a significant decrease in the years due to the convenience factor.

All the tech giants have made plays to make their content more shoppable. Facebook has its shop and Instagram Shopping which they’ll push more once they launch in-app checkouts globally (currently only available in the US).

TikTok has partnered with Shopify to test shopping on their app, which we also highlighted in September 2021’s Sparks blog post.

Meanwhile, Google wants to convert your  TV into a shoppable screen with YouTube Video action campaigns.

ITV is also testing a shoppable TV interface where viewers can shop for products on their favourite shows.

What’s clear is that all these companies don’t want people leaving their platform to make a purchase. Therefore, having a website is no longer enough. You need to be at the same place as your audience – whether that’s Instagram, TikTok, YouTube or wherever!

Hopkins Communications Sparks Post January 2022 - Voice Search Optimisation

Voice Search Optimisation

Your customer is searching online for keywords related to your business, but what if they don’t find you?

Search engine optimisation (SEO) is an essential digital marketing tactic that you should already be doing. But are you optimised for Alexa and Siri? 48% of consumers use a voice assistant for general web searches, and we’d expect that to increase as the technology gets better and more people start using it.

Unlike text SEO, voice SEO is geared towards more long-tail keywords and question queries. So, to get more visibility in voice searches, create content that answers specific questions around your business.

For example, if your business is appliance repair, rather than optimise for a keyword like “oven repair,” try to optimise for something like “how much does it cost to replace a heating element in an oven?”.

People use search engines to solve a problem, and if you can be first when they’re looking for a solution for your business, they’ll be more likely to choose you rather than your competitors.

While we’re here, we’ll also remind you that as half of all searches are done on a mobile device, your site should be optimised for mobile. If it’s not, do that first before you start creating content because Google will punish you if it’s not!

Hopkins Communications Sparks Post January 2022 - Branded Audio Content

Branded Audio Content

5 in 7 Irish adults listen to digital audio weekly, and 1 in 3 expect their usage to increase in the next 12 months. Presumably, to combat screen fatigue caused by the ongoing pandemic, people have turned to podcasts and digital radio to consume content they like but also do other things like cooking, cleaning, or walking.

Plus, according to a study by IAB, 2 out of 3 respondents said they were more likely to research or consider purchasing a product based on an audio ad or recommendation from a podcast they enjoy.

We’d highly recommend considering it as an option to reach a highly engaged audience in 2022 and beyond. There’s something to cater to every niche now, and it’s cheaper than you would think! Give us a shout on for more info.

The Basics

And finally, don’t forget, the world of digital marketing moves fast. New platforms and tactics come and go, but the core principles never go anywhere. Knowing who your audience is, reaching them, and encouraging them to act is far more important than the new shiny trend.

The best way to view anything new in digital marketing is to figure out how it can help you reach your audience at the right time.

Do you need help with your digital strategy or have a specific topic you want us to cover?

If there’s anything you want us to cover in our future Sparks Roundups, or if you need help planning and implementing your digital marketing campaigns, just pop an email, and we will be happy to get back to you.

For more on our digital offering, look at our Digital Marketing services or follow us wherever you get your social: Instagram, Facebook, Twitter, LinkedIn and YouTube.

#HC hun