Kitchen Collaborative’s 2022 Digital Marketing & Advertising Insights Roundup

Here at Kitchen Collaborative, we are focused on helping our clients reach their marketing goals through digital marketing campaigns with measurable results. We use data-driven insights to create unique strategies that are tailored to each of our client’s individual needs, and adjust them as internal and external factors evolve. 

In January, we analyzed each client’s results from 2022 data and rounded up the top three insights we saw taking place.


Insight 1: Covid Bubbles Fizzle

The pandemic changed the way people around the world lived and worked, and while many businesses struggled, others boomed due to the emphasis on staying more at home and outdoors. Clients related to the home improvement industry in particular saw an increase in organic traffic between 2020-2021 due to increased demand from residential renovations. In 2022, we saw organic traffic sources such as Google Search dip overall, a key indicator that the increase in demand outside of advertising efforts is cooling.


Insight 2: Ad CPMs Higher

CPM’s (Cost Per 1000 Impressions), is the measure social media platforms like Meta use to charge for their digital ads. In 2022, our CPMs went up across all clients, making it more costly to advertise. To combat this, we focused on creating higher quality, higher-performing content to improve click-through rates and balance out the higher costs. While it’s impossible to predict CPMs or have control over them, we do know that generally they go up during more competitive time periods such as the holiday season.


Insight 3: Short Form Ruled

It’s no surprise that short-form video content has been a major success story in the digital marketing world this past year. With the explosion of TikTok during the pandemic, Instagram has also prioritized Reels in organic placement. Short form content is a great way to reach a wider audience organically, because it allows for a wider reach to non-followers. We continued our emphasis on short form content in 2022 based on an initial pivot to this format in 2021, and the results paid off. For one client alone, our short form video views increased by 448% due to a strategic increase in volume and quality.



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