INSIGHTS & RESEARCH: 2022 ROUNDUP

We started the year by explaining instead of predicting (and, as we thought, now ChatGPT might be the robot that actually saves us). Our work ventured into the evolution of social video, the need for IP in the Metaverse, and the ever-changing path of multicultural marketing. We celebrated our differentiating brands and audiences at Thrillist and Vox, and told you as early as September that the defiant consumer will be shopping at all costs in Q4. For fun, we worked with Interbrand to predict the next set of successful brands in the next decade.

Explore this roundup of all the research our Insights & Research team shared this year.

THE YEAR, EXPLAINED

Predictions are nice, but explanations are even better. Read more if any of these pique your interest:

• Only 38% of those surveyed believe 2022 will be calmer than last year, but don’t fear... 42% believe robots and AI may ultimately save us all.
• Most would choose an animal to be our avatar in the metaverse, with 5% saying GOAT... mainly because it stands for greatest.of.all.time!
• More than 60% would consider buying a “creator-branded” product — Mr. Beast Burger anyone?
• More than half are looking for the unbundling of media to actually re-bundle... with a dose of curation needed.

Read our collab with Vox Creative: The Explainer Studio to learn more.

THE NEED FOR SCALE & ENGAGEMENT

As the media world continues to fragment, it is critical for marketers to understand what qualities make an effective video partner to maximize ROI. With this research, we’ve set out to create a guide for marketers to identify the optimal social video partner — one that can successfully move viewers down the purchase funnel. What’s most important is that marketers choose partners that deliver scale and engagement, with social video, especially from Vox Media, serving as the new scaled influencer.

HOW CONSUMERS CONNECT TO THE VIRTUAL WORLD

Up until recently, conversations about the Metaverse have been focused mainly on its technological building blocks, like NFTs and Web3 — topics that many Americans still find confusing. Our research found that almost half (48%) of consumers claim they don’t know anything about the Metaverse, while just 25% say they are very or fairly familiar.

In reality, most consumers have at least some awareness of the Metaverse — even if they don’t realize it. From gaming to immersive virtual worlds, 2/3 of Americans between the ages of 13 and 56 have spent time on at least one Metaverse platform, with that number rising to 9 out of 10 Gen Z.

The fact is that Americans of all ages are already building and experiencing new worlds at a staggering rate. Through the Metaverse, we’re cultivating new friendships, discovering new passions, and forming connections that go far beyond just the virtual space. To learn more about how the Metaverse impacts our daily lives, see our full presentation “Dissecting the Metaverse.”

MEDIA BUYING: SETTING A NEW PATH FOR MULTICULTURAL MARKETING

Multicultural marketing is a complicated topic... so we thought we should do some work to understand where it is today. Here at Vox Media, we’ve internally reframed multicultural marketing as Marketing Equity & Inclusion Partnerships. We believe that change starts from within, and as we continue to grow and reach more consumers than ever before, it’s our goal to be responsible and inclusive as we work to strengthen our company, our partnerships, and our industry. It’s clear that perspectives are still evolving, and right now, marketers have an opportunity to help lead the conversation.

IMMERSIVE INCLUSIVE TRAVEL IS CLEARED FOR TAKE-OFF

Though many consumers describe their years living through the pandemic as negative, it’s apparent that they have a positive outlook on the future — seeing opportunity, joy, and reconnection ahead. These sentiments will carry into 2023; for most, now is the time to take the leap and book those long-delayed travel plans. For the Thrillist audience, 2023 promises to be a time of rich adventure.

VOX: BUILDING AUDIENCE TRUST

Thoughtful, well-researched news isn’t enough. Audiences want to both understand the news and know how to get involved. By bringing context, solutions, and clear frames for decision-making, Vox delivers what news audiences need right now: empowering through understanding.

HOLIDAY 2022: NOTHING’S GONNA STOP US NOW

The DEFIANT consumer will define the upcoming holiday season. Even against a complicated backdrop of Covid, global unrest, and economic uncertainty, people are ready to spend, and do everything they can to make up for lost time with friends and family.

Consumers want marketers to give them the tools and solutions they need for bringing joy back to the holiday season — it’s a feeling we’ve all missed out on for way too long. Messaging should focus on the importance of family time, give consumers the confidence that they are making the “right” gifting choices, and place brands’ social values front and center.

INTERBRAND BREAKTHROUGH BRANDS 2022

2022 has been a year of volatility: global powers are in flux, market downturns are affecting early-stage funding, and major cultural changes are reshaping the structure of our lives. In collaborating on research with Interbrand, we’ve seen that growth will come by way of new system changes. Download the report to see the 30 brands selected this year for pushing the envelope of customer expectations, recognizing the need to innovate continuously, and challenging category norms.