Was it just us, or did 2022 go by in a flash? All the sudden it’s 2023, and our industry is doing everything but slowing down. From authentic video content to virtual reality marketing (yes, we went there), here is a list of our 2023 marketing trends predictions.
Short-form video
First, we predict seeing an increase in short-form video content. You may have heard of a little video-sharing app called TikTok. TikTok’s considerable growth and popularity spurred Instagram to refocus its platform to prioritize Reels. Even LinkedIn is evolving to elevate video content. If it doesn’t already, your social media marketing strategy should definitely include short-form video content.
On the flip side, it’s perfectly OK for your brand to not be on TikTok. If the content feels forced, it’s not going to perform well. The last thing we want to do as marketers is waste resources.
If you’re active on Instagram, consider shooting short, vertical videos to use for Reels. Taking photos for social media? While you’re at it, go ahead and take some vertical video. Keep these clips in your back pocket for whenever you have an idea for a Reel.
If you want one platform to be your priority, consider YouTube Shorts. For some time now, YouTube has evolved into more than just any old video website. It’s the second largest search engine on the planet, with Google holding the top spot.
YouTube has already started dropping Shorts videos in search engine results pages. With optimized YouTube Shorts, you can drive both brand awareness and new business as people will click through to your website or landing page.
Authenticity
Let’s be real (and no, we’re not talking about the BeReal app…yet). 2023 will be the year of authenticity. Authenticity builds trust, credibility and brand loyalty. We’ll see an ongoing rise of brands and businesses sharing:
- Credible sources such as user-generated content from content creators (influencers, customers and employees)
- Plans on incorporating sustainability into their business models
- Community engagement initiatives
- Value-based mission statements
Long gone are the days where you can boast about all the amazing parts of your brand or business – and nothing else. We aren’t saying you need to promote your failures on social, but don’t be afraid to talk about what you’re struggling with and how you’re combatting it. Then, your audience knows you’re being transparent.
Did you know that 81% of consumers need to trust a brand before making a purchase? That is not a statistic to ignore. This trust builds over time, and it all starts with being reliable and relatable.
If you want to stay on top of these 2023 marketings trends and relate to your target audience, try a “less is more” marketing strategy. Talk less about your brand and products – and talk more about your customers, employees and community.
Most importantly, you should showcase your brand’s values – and live up to what you promise. Remember that Gen Z is an activist generation. They will shop and engage with brands that support causes they care about.
The increasing popularity of the BeReal app, which encourages authentic and spontaneous posting, prompted other social media channels to follow suit. For example, Instagram released the “Notes” feature to prompt users to have easy ways to share what’s on their mind at any given moment.
Additionally, investing resources to help showcase your brand personality can raise brand loyalty. Check out our client, Yale Cleaners, who turned their stores into a Mario Kart track for their annual company Halloween costume contest! Not only are they promoting a fun work environment, but also they are showcasing their brand personality.
Connected TV (CTV)
Next, we predict a rise in CTV. CTV advertising allows brands to stream video ads to smart TVs and connected devices through downloaded apps. Hulu, Amazon Video, Sling and HGTV are just a few examples of where your CTV ads could appear.
You may be familiar with the different levels of streaming subscriptions and wondering if your ads will be seen. No matter how streaming services adjust their pricing packages, CTV ads will still have the potential to reach a huge audience. In fact, 57% of consumers prefer watching ads if it means saving money on a streaming service subscription.
In most cases, CTV viewers cannot fast-forward through or skip ads. These are engaged audiences that will be seeing your brand on their home televisions. While CTV is already popular, it’s going to be a rising trend in 2023.
Here are a few of the many advantages of CTV advertisements:
- Targeting: First-party data helps marketers reach a more detailed audience than typical TV commercials.
- Cost: CTV is more affordable and cost-effective than most traditional TV media buys.
- Measurement: Data points such as attribution and footfall traffic help drive success.
Here’s an example of our client, Turner Roofing’s, CTV ad from 2022.
Metaverse, crypto, Web3, oh my
Lastly, we know we’ll see more AI technology come into play in 2023. The mass adoption of Web3 technology hasn’t happened yet, and we’re predicting it’s still a ways off. With the NFT market down and cryptocurrency collapsing, is this an area even worth paying attention to? Well, don’t put your metaverse plans in reverse quite yet.
What is the metaverse? To put it plainly, the metaverse is an immersive, all-digital environment where you can interact with friends, coworkers and brands. Feeling the distance from your virtual coworkers? Try a meeting in the Metaverse.
While this is still far off and feels a bit overhyped, businesses shouldn’t totally disregard thinking about how to market in the metaverse. From selling virtual items that mirror those in your brick-and-mortar store to driving engagement by connecting with your consumers, there will be many creative ways to market in the metaverse.
Until then.. Would you, or would you not, buy yourself a pair of VR contacts?
We predict these 2023 marketing trends to be all the rage for the next twelve months. As new trends develop throughout the year, we’ll include them in our monthly newsletter.
