APR White Paper: 2022 Content Creation Trends

Each year, APR summarizes how different marketing organizations are dealing with the constant pressure to reach consumers with quality, effective content. These trends are sourced from our extensive network of 200+ Subject Matter Experts who work with 70+ clients in 15 industry categories, specializing in video, print, digital, social, and experiential productions.

Over the years, we’ve noticed themes that arise among each set of trends, influenced by the events of the year prior and the evolution of the advertising production landscape. We believe getting ahead of the trends is the key to success in a digital forward world. In 2022 we recognize the need for a ‘flexible framework.’ Led by the changes occurring in the media landscape, marketers are responsible for more content, more complex scopes to coordinate, and an explosion of content creators to manage, so having a framework to support these variables is critical. We are excited by these trends and the opportunities they present to marketers.