During this year we have seen many changes and updates on how we interact with social media and how brands interact with us through them. So, what trends digital marketing trends can we expect to see in 2023?
Introduction
As 2022 wraps up, we must review how consumers have interacted with brands and social media. In addition to this, we must see how the purchases of products and services have evolved. We are stipulating that for 2023, the 9 main Digital Marketing Trends will be:
- Focusing on micro-communities
- Adapting your content to today’s consumers
- Encouraging user generated content
- Brands being inspirational
- The rise of TikTok advertising compared to Meta (Facebook and Instagram) advertising
- How e-commerce on social media is becoming increasingly popular, especially livestream e-commerce
- Companies creating a Social Audio Strategy
- Short-form videos becoming much more valuable
- Sustainability being included in the purchasing process
1. Focusing on Micro-Communities
The trend is not to segment by generation or geography, but by interests. They call it the age of the algorithm, where the algorithm understands what the consumer loves. We will understand the importance of knowing the interests, behaviour and how to connect with the consumer and brands will direct our trust to those niche creators and move away from macro influencers.
2. Adapting your content to today's consumers
When working with content creators it is important not to generate parameters that may be unnatural and let these creators communicate in their own language. As brands we must communicate in the same language as the consumer. To do this we must first understand how to communicate in each channel and format.
3. Encouraging user generated content
More and more anonymous users are willing to create content for brands themselves to generate extra revenue from their knowledge and experience. Let’s see creators as our ambassadors. We as brands must give them the opportunity to create their own content, providing them with the necessary tools.
4. Being inspirational
Some companies generate initiatives with actions or events that invite people to take small steps. Together, they bring us closer to a better future. Campaigns with social impact have gone viral on social networks and celebrities and brands have joined them. We want our clients to take small steps and contribute to something bigger.
5. TikTok Advertising
If you have been following Social Media news closely you already know that TikTok will most likely overtake Facebook as the most significant social media platform for marketing advertising. Instagram used to be in the hearts of most companies and most social media strategists. But in 2022, companies have seen how their investments in Meta Advertisement haven’t been as effective as they used to be. Meanwhile other companies who invested in TikTok advertising have benefited exponentially.
For example: TikTok search demand has increased by 173% in the past year. However, search demand for Instagram Reels has only increased by 22%. It has also dropped by 33% for Instagram Stories. (The Enterprise World 2022)
6. Brands will increase their investment in social media e-commerce and livestream e-commerce
The term “social commerce” emerged especially during the time of the pandemic as users were able to buy directly from social media platforms. According to eMarketer, social commerce will be an $80 billion market by 2025. It is riding on the back of similarly enormous e-commerce growth (an 18% rise in 2020 alone). (The Enterprise World 2022)
In addition to this, livestream buying in social media is gaining more and more popularity as an e-commerce practice in social media platforms, especially on TikTok.
For example: In China, where Livestream shopping is very popular, e-commerce live-gross streaming’s merchandise value (GMV) increased from 4.5% of total online shopping’s GMV in 2017 to an expected 20.3% in 2022. Live commerce income in the United States is predicted to treble by 2024, hitting $35 billion. (The Enterprise World 2022)
For example: TikTok search demand has increased by 173% in the past year. However, search demand for Instagram Reels has only increased by 22%. It has also dropped by 33% for Instagram Stories. (The Enterprise World 2022)
7. Audio will be the new social strategy for companies
During 2021 and 2022 we have seen how podcasts, and audio services like audio books and guides have gained much popularity. For example, LinkedIn, Twitter and Facebook created “designated audio spaces” so users could talk and engage in audio conversations.
Audio and music are also entering a new era with the use of new formats like short videos for TikTok and Instagram Reels where companies and creators are becoming much more creative and developing their own audios to become viral and be unique.
8. Short form videos are more valuable
It comes with no surprise that short form videos on Instagram and Facebook Reels, TikTok and Youtube Shorts are becoming more and more popular. The attention span of users has become shorter, thus 20 minute long videos reviewing products are much more difficult to attract and retain users. This is why more and more platforms push creators and companies to create short form videos specifically designed to be viewed vertically on mobile devices.
9. Sustainability will be included in the purchasing choice
A survey indicated that 28% of Gen Z individuals were worried about climate change, which is mirrored in their opinions toward brands. 89% of internet users say companies should do more to decrease their carbon footprint, and 88% believe sustainability should be a common corporate practice. (The Enterprise World 2022)
This is why brands will have to take full accountability on their decisions regarding every single step of their selling process so that the customer knows the product that they are buying and the company behind it is environmentally conscious.
Final Remarks
Without a doubt 2022 has been a year of unprecedented change for the Marketing and digital world. Every company and creator has had to learn and reinvent themselves in order to stay updated because if not, they’re company’s survival’s at stake. Video is outperforming photos and transparency with customers is the main key right now. Will it stay like this for 2023? Will we see as many changes as we saw this year? Only the future will tell us but right now only this can be assured, be consistent, be transparent and keep learning. We live in a world that is changing everyday and if we don’t keep ourselves updated we won’t be able to keep our businesses running.
