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Advertising checklist – where you need to be in 2022

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When you’re looking to bring your brand story to life online, there are now more ways than ever to create bold, ambitious marketing that will attract and engage your target audience.

In this blog, we’ll uncover some of the platforms that you should be using as part of your B2B advertising efforts in 2022.


Although it’s by no means a new platform, video is certainly on the rise. It’s estimated that more than 90% of B2B customers watch videos onlineHalf of them do so to research services and productsOf all online traffic in 2022, an estimated 82% will come from people watching online videos.

So, we know your potential customers are engaging with video but is it effective? The answer’s a resounding yes. Research has shown that people retain 95% of a message when watched in a video and 59% of business executives prefer to watch a video than reading text.

That’s why 85% of marketers agreed that short-form videos were the most effective content type in 2021 and 89% of video marketers report that video provides a good return on investment.

Social media

Whether it’s Twitter, Facebook, Instagram, or LinkedIn, having a social presence is essential for a business. With an average of 5.4 people signing off on B2B purchasing decisions, keeping your brand visible online increases the likelihood of you brand being top of mind at the right moment.

Paid ads on social channels are an effective way to target your prospects but, when it comes to business, you can’t beat LinkedIn for fostering organic leads. 96% of B2B marketers are on it and it’s 277% more effective at generating leads than Twitter or Facebook.


If you thought TikTok was just for B2C brands, think again. With more than a billion active users, it’s highly likely that your prospective audience is already using it.

As we saw earlier, short-form video is one of the most effective marketing tools and TikTok is all about short-form, snackable video content of 60 seconds or less.

Whether it’s product tutorials, expert tips, or interviews, you can use TikTok to showcase the people behind your brand and create shareable content that adds value to the viewer.


YouTube is, of course, the godfather of online video content. More than 2.3 billion people watch YouTube at least once a monthOn an average day, over five billion videos are watched on YouTube.

Plus, it’s not just kids using YouTube. From 2015-16, time spent on YouTube grew 40% faster for adults aged 35+ and 80% faster for adults aged 55+ than for adults overall. So, take the time to set up your own branded YouTube channel and populate it with short, information content.

Live Streams

The rise in video calls due to the pandemic has helped live streaming become more commonplace in the business space.

It’s generally easier and more cost-effective to transmit live than to produce and distribute a pre-recorded video, and many social channels now include live video capabilities.

Live streams are particularly effective for product demonstrations or to reach and connect with an audience who can’t attend in-person events.

Need a helping hand to identify the best platforms on which to advertise your brand in 2022? Get in touch for a free marketing consultation.



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