2022 had a lot to offer in terms of marketing: whether it was new platforms like BeReal, Gas or CapCut, or even Musk’s acquisition of Twitter – all of that moved us in marketing. In addition to the general happenings within the marketing world, Google rolled out an update or two along the way.
Today, we’ll give a quick rundown of what happened in 2022, what we think can stay there, and what will continue to keep us busy in 2023.
TikTok boom and new (advertising) platforms
TikTok has been the talk of the town since 2022. The trendy app has seen an enormous increase in users, and as a result, reels and shorts are also becoming more and more popular. Instagram, known as a former picture platform, copied too much from TikTok and accordingly had less good cherry eating: a petition was even started with the title “Make Instagram Instagram again” – we reported on it on our blog with the post “Instagram in 2022”. This has now resulted in a new course for the social network. Users demanded that the focus should be more on photos of friends and followers and less on videos and reels.
One of the newcomers among the social networks is the BeReal platform. BeReal can record up to 50 million downloads in the app stores in 2022. No real competition for the giants among the social networks, such as Facebook, Instagram, Twitter, etc. However, not to be underestimated in the younger target group. For marketing experts and companies, this means that these platforms should also be given a certain amount of attention when targeting advertising measures – especially if the younger target group is to be reached.
The reason why BeReal is so popular among users: reduced posting behavior and simultaneous camera settings from the front and rear camera.
Another important thing to know is that there are currently no advertising or monetization options here. Most likely, this is what we can expect in 2023.
The Google update flood including Multisearch sensation
In 2022, Google put more and more focus on visual search. Google introduced new shopping options as part of this: for example, in the U.S., the word “store” can be placed in front of the product searched for in the Google search bar, giving users* a visual feed including product availability and other research options.
Intuition in der Google-Suche steht somit ganz hoch im Kurs. Im Mai 2022 stellte Google deshalb die Multisearch oder Kombi-Suche vor. Diese kombiniert die Aspekte von Text, gesprochener Sprache, Bildern und Videos in der Suche. Weitere Google-News bildeten beispielsweise die verlässlicheren Featured-Snippets durch KI oder das Rollout zum Continuous Scrolling für die Desktop-Suche. Auch neue Lösungen für das cookieless Targeting wurden präsentiert.
Important for all SEO’s and website operators* were and still are the major Google updates. So in 2022 there were several core updates and for the first time in history, major updates even ran parallel to each other.
New since December: the Helpful Content Update. It has already been used for the second time. This time also in the global search and not only in the English search. The update predominantly rewards content written for humans. Conversely, it means that content created by machines or with the background of ranking loses relevance in search engines.
But what will definitely remain with us in 2023: Anyone who sticks to the basics of search engine optimization on websites and continues to implement them well has nothing to fear in the coming year, but can already secure a competitive advantage with this.
In 2023, it will continue to be exciting to see what we can expect in terms of Google, social networks and advertising opportunities on these channels.
