2023 Trends to Watch
The holiday season is one of our favorite times of the year. It’s time to savor our blessings, celebrate the achievements of 2022, look ahead to the new year and explore what is to come. Check out the list of marketing trends below that we will be keeping an eye on in 2023.
Micro-influencers instead of celebrity influencers. We all know that collaborating with influencers can expand brand awareness and help gain new followers. Traditionally marketers want to work with influencers that have a lot of followers, but that’s becoming more difficult. It costs more to work with these celebrity influencers and they are hard to reach. In contrast, micro-influencers are still considered “everyday” people, and their audiences are more likely to trust their opinions and recommendations. 56% of marketers who invest in influencer marketing work with micro-influencers.
Short-form video. Platforms like Instagram Reels and YouTube Shorts are taking over social media feeds and consumer attention. Both B2C and B2B marketers have learned that getting to the point with short-form videos can be much more effective. 90% of marketers using short-form videos will increase or maintain their investment in 2023. Short video formats are making their way into social media management tools and schedulers, so it will become easier for businesses to plan and post next year.
Short and sweet messages. Short-form videos are becoming the next big wave of attracting consumers, but it comes with a challenge to create quick messages that earn the user’s attention.
Social media as a customer service tool. According to HubSpot’s 2022 Consumer Trends Survey, 20% of Gen Z-ers and nearly 25% of Millennials have contacted a brand on social media for customer service in the past three months. However, leveraging social media as a customer service tool is relatively new – 15% of marketers plan to try it for the first time in 2023. With Instagram and Facebook expanding their e-commerce capabilities, it will become even more essential to provide customer service on these platforms.
Social commerce. Annual spending on social commerce will increase by $419 per buyer over the next three years, reaching $937 in 2025.
SEO still matters. SEO has become about much more than churning out basic posts that answer simple search queries. Brands are investing in SEO experts who can help them with everything from search insights reports to multimedia optimization.
Don’t forget mobile optimization. More than half of annual online traffic comes from mobile devices, including tablets. Mobile-optimized digital experiences will be even more vital to consider as a business owner.
Social search. Social media platforms like TikTok and Instagram are becoming popular resources for users to search for experience-based content – like scrolling through videos to see what spots they want to visit on their next vacation. According to an Internal study by Google, 40% of 18 to 24-year-olds are now using social media as their primary search engine. Gen Z uses social media more than search engines to evaluate products, compare prices between competing brands, and make decisions about where to spend their money.
Don’t stress about VR and AR. Virtual reality (VR) and augmented reality (AR) is experiencing slow adoption in the marketing sphere. 27% of marketers are planning to stop using VR and AR next year – due to the expensive equipment required by the user. However, VR glasses and AR apps have become more accessible, which could turn around the decline of investing.
Native ads. These ads are featured content on a third-party website. Native advertising is designed to blend in and promote your brand to a new audience. Consumers view native ads over 50% more than banner ads.
Artificial Intelligence. Integrating AI technology into various marketing tactics will become even more popular. AI allows marketers to connect with consumers through more personal and targeted messages. Check out our other blog post, AI Marketing 101: What you need to know, to learn more.
LinkedIn ads for B2B. LinkedIn is expected to account for 25% of B2B advertising in two years. Not every business is leveraging this tactic, but it will grow in the future. Getting in at this stage is an opportunity to grow and optimize content for success.
Automated chatbots. In 2023, more chatbots will be found on websites to improve user experience. Chatbots help answer queries and engage with customers who need assistance outside of working hours.
Machine translation for multilingual content. Most non-native English users use online translation tools, which might mistranslate digital content. As a result, multilingual content creation is on the rise, especially with the rapid development and accessibility of machine translation (MT). Machine translation post-editing (MTPE), merges advanced technology and the skills of native translators to produce multilingual content that accurately conveys the brand message.
By Kayla, Marketing Manager | December 30, 2022
Sources:
https://blog.hubspot.com/marketing/marketing-trends
https://www.forbes.com/sites/forbescoachescouncil/2022/11/15/2023-digital-marketing-trends-to-take-advantage-of-now/?sh=5f1f0e4361f4
https://ecommercefastlane.com/the-next-8-big-digital-marketing-trends-in-2023/
https://www.hootsuite.com/research/social-trends/commerce
https://www.hootsuite.com/research/social-trends/customer-service
