Back in 2022, marketers were talking about short-form video, influencer partnerships, social commerce, privacy-first marketing and purpose-driven brands. A few years on, these were not passing fads; they have become standard practice. Here is how each trend has developed, and what Zimbabwean businesses should do about it today.
1. Short-form video
TikTok, Instagram Reels, YouTube Shorts and Facebook Reels are now central to how people discover products. What to do: post short, practical videos filmed on a phone: products in use, quick tips, before-and-after results. Keep them light for viewers on mobile data.
2. Micro-influencers
Brands moved from expensive celebrities to smaller creators with loyal local audiences. What to do: partner with credible creators in your city or niche, and track results with unique codes or links.
3. Social commerce
Buying through social platforms and WhatsApp has grown, especially in markets like Zimbabwe where conversation often comes before purchase. What to do: set up a WhatsApp Business catalogue, link posts to product pages and make checkout easy with local payment options.
4. Privacy-first marketing
Tighter privacy rules and browser changes made third-party tracking less reliable. Zimbabwe’s Cyber and Data Protection Act also sets rules for personal data. What to do: build your own audience through email lists, WhatsApp channels and your website, and collect data with clear consent.
5. Purpose and authenticity
Customers increasingly favour brands that are honest and involved in their communities. What to do: show your real team and work, support local causes genuinely, and avoid empty slogans.
The newest addition: AI
Since 2022, AI tools have changed how content is written, designed and analysed. Use them to save time on drafts and ideas, but edit everything so it is accurate, local and sounds like your business.
What has not changed
A fast, trustworthy website, clear offers and quick replies to enquiries still decide whether marketing turns into sales. Trends help you get attention; fundamentals help you keep it.
Need help with this in Zimbabwe?
Web Entangled has been helping Zimbabwean businesses grow online since 2002. Explore our digital marketing services, or request a free quotation and we will get back to you with a clear, itemised proposal.