Copywriting is an essential part of marketing, but it often remains overlooked by small businesses for lack of understanding and expertise. As with every other aspect of the business, copywriting follows its own trends and changes with time. The creative copy we wrote in 2015 is different from the copy we are writing in 2021, and best believe, it will change again in 2022 and the years to come.
The requirements we follow when writing marketing copy also shift. That's usually dictated by technological advances, economic fluctuations, emerging social issues and movements, and the general evolution of consumer behaviour.
A big part of copywriting is based on data. And that's the fascinating bit. Writing for business is an art that drives its power and effectiveness from science. Unusual, yet unbeatable combination.
And if everything changes constantly, what's in store for businesses and their marketing campaigns, based on the upcoming copywriting trends for 2022?
Back in 2020 we spoke about AI technologies advancing to more creative industries and various business aspects. That included content creation and copywriting. To date there are a number of good AI softwares that analyse and create great pieces of copy and many brands are turning their eyes towards using them. Especially in companies with small teams and limited resources.
But is the quality good enough? It's a valid question for anyone who wants the best for their business. Although the technology is quite advanced at this stage, it is still not perfect. And we don't know if it will ever be.
AI copywriting is based on an algorithm. Numbers that create words and sentences. While algorithms are great for automation and have good accuracy and predictive powers, they cannot replace the human factor.
Copywriting Experts in Demand
Because AI copywriting softwares are not perfect, expert copywriters are expected to be in even higher demand. Those machines are not meant to completely erase a trade and leave people without jobs. They are designed as a mere relief and speeding up of the working process of a good and experienced copywriter.
Companies who work with AI softwares for content creation are likely to hire top-end copywriters as consultants and editors. So, the profession could move from doing the work to advising and enhancing what has already been created.
The Return of the Long-Form Copy
People get bored easily. That's a fact. And it is why long-form copy was a no-go for many marketing campaigns in recent years.
However, every audience is different and as we grow older or as our experiences change, our preferences on how to receive and digest information also take a different shape.
In 2022 we expect to see the return of long-form copy in its full glory. Blog writing continues to be crucial for SEO, but it also provides more monetisation options for creators. Affiliate marketing is one possibility, content membership packages could be another. Of course, long-form copy could just be part of you sales funnel and offered as a free incentive to potential customers.
My tip is to always break long copy into multiple short paragraphs and bullet points to make skimming though easier and to fit well on a mobile screen. Also, a good copy, combined with good graphic design is a winning duo.
Email Copy Must Be Original
You may have read about email marketing being one of the hot 2022 digital marketing trends. If so, then you know the key to a successful email marketing campaign is being original and personal in your message.
It is ok to use a template, but that template must be crafted in a way that looks unique. That's exactly where an expert copywriter fits in. Your readers should not feel like they are just names on your email list. If you want to convert them into paying customers, you must build a close relationship first. This takes persistent efforts, originality and a personal touch.
Copywriting for videos becomes more and more popular in 2022. As videos now represent over 82% of the most preferred form of content, the visuals are not the only thing you should be worried about. The message you send could be just a few words, but they must be the right ones.
In addition to creating engaging scripts for video marketing campaigns, writing, adapting and including captions or subtitles in your videos is also crucial. Especially on YouTube, where it helps with SEO and gets bonus points from social media algorithms.
Unified Tone of Voice
Consistency in communication will be a major copywriting trend in 2022. You can't expect a loyal and engaged audience if they feel you talk to them differently across various channels. In other words, the tone of voice you use in your website copy should be the same when you post on social media and when you send personalised emails.
It seems easy, but actually it isn't. The best way to achieve unified tone of voice is by hiring a dedicated team of content writers who brainstorm and work together, or if you choose to have the service externally, make sure you use the same copywriter for all copy-related projects.
Market Change and Need of a Foreign Language Creative Copy
Political and economic changes from the past few years brought a significant shift on the global market. For example, the Far East is going stronger by the day, European countries are progressing as well. Although English will continue to be the main language for business communication, other languages are becoming more influential.
Penetrating new markets calls for more reliable translation services, as well as creative copy writing in languages different from English. Bilingual or multilingual copywriters will be in high demand to ensure the brand message is conveyed appropriately. Not only linguistically, but also culturally.