5 Digital Marketing Trends You Need to Know About in 2023

Staying up to date with the constantly changing landscape of digital marketing can be a full-time job. But we know in order to succeed in such a competitive market; we have to be aware of new trends to determine if they can support our marketing strategy.

That’s where we come in. We’ve compiled the top 5 trends you need to know about for 2023. 

Short Form Video Content

Video dominated in 2022 and this year is no different. No matter the type of business you’re in or the size of your company, video content is a priority. The good news is, authentic, in the moment videos are just what your audience wants to see. No need for a full-scale video production. A cell phone with a good camera is really all you need (bonus points for grabbing a ring light and a microphone)!

Because of social media platforms like Instagram and TikTok, short form videos are trending. With the average adult attention span lasting just over 8 seconds, a 15-20 second video is plenty long enough to keep your audience engaged and provide value. 

Not sure what to make videos about? Here’s a few tactics we use when planning out our video content. 

  1. Think about when you’re scrolling through your personal Instagram or TikTok feed. What types of videos do you enjoy most? Often, you can take content you personally love and repurpose it to fit your business. 
  2. What are common questions you get from current or potential customers? Have your sales team and/or accounts manager write a list of frequently asked questions. Create short videos answering these questions. 
  3. We’ve all heard about using trending audio on our Reels and TikToks. One way we incorporate trending audio is simply by seeing how others have used the audio and then customizing it to fit our business. For example, with a sound or song that’s often used for before and afters, we used it to show an in-progress logo to the finished product.
  4. Experiment with different videos. Each audience is different, so it might take a few months to really learn what type of content resonates with your audience.
frances getting her photo taken with iphone

TikTok and Reels

With more and more Gen Z users treating TikTok as a search engine, businesses can no longer ignore this digital space. 58% of American teenagers ages 13 to 17 visit TikTok at least once a day. If your business’s target audience includes this powerful age group, a TikTok account should be on your radar. These videos give you the opportunity to tell your brand story, show how to use your product or service, tell stories about how your brand changes the lives of your customers.. Showcasing real stories and educational content that adds value to your audience’s life can be just as (if not more) effective than paid advertising. Since 87% of Gen Z see Reels and TikTok as “essentially the same”, repurposing those TikToks as Instagram Reels will help to increase your brand’s reach.

Social Media & Influencer Content

Influencers are nothing new in 2023 and they’ll continue to dominate digital marketing in the year ahead. 72% of Gen Z and Millennials follow influencers on social media with about 50% saying they trust recommendations from influencers. Partnering with an influencer can help expose your brand to a wider audience, possibly an audience that has never heard of your brand before. 

The most important thing to remember when considering influencer marketing is taking the time to find the right person to champion your brand. Look for influencers that are already in your niche. If your company sells a haircare line, finding an influencer in the beauty space is a good first step. Identify clear and measurable goals for your partnership and research the audience of your potential influencers. Are most of their followers real people, or are they mostly bots and spam accounts? Check out this article from Forbes for more information on finding the right influencer

Trending Content Types

While we’ve discussed the importance of video, that’s not the only type of content you should create for your business. Human-centric content, humanizing brands will continue to be the goal as we move into 2023. Gone are the days of keyword dumping, websites that don’t prioritize user experience, and overly salse-y copywriting. 

Content-Centric SEO

When planning your SEO strategy, include content that your audience finds valuable and will want to click on, click through, download, or share. The more valuable audiences find your content, the higher Google will value your website. While there are many technical SEO updates you can make on your website, there’s no replacement for high-quality resources written with humans in mind. 

Social Proof

Consumers are naturally wary of businesses and like to see testimonials, reviews, and results from the products and services being offered. With content marketing, social proof can be one of your most powerful tools. Showing customers who’ve had positive experiences with your product or service helps to increase conversions, build a strong brand loyalty, and drive customer engagement. 

Some great examples of social proof content include:

  1. Testimonials: These can be quotes or videos from happy customers talking about how your product or service helped them.
  2. Case studies: These detailed stories tell readers about how your product or service helped them solve a problem or achieve a goal.
  3. Influencer recommendations: Recommendations or endorsements from trusted influencers can help build trust and credibility with your potential customers. 
  4. User-generated content: Content created and shared by your customers showcase real-life examples of how current customers are using your product or service

If you haven’t already included social proof content into your marketing strategy, now’s a good time to consider it!

Marketing Automations

Whether you’re a marketer or a small business owner, we all have long to-do lists, and often not enough hours in the day. That’s why automations help you be more efficient and reduce instances of human error. What are marketing automations? They can include any tools or software to automate repetitive tasks and workflows such as these:

  1. Email marketing: Automate your email marketing campaigns using software such as MailChimp, Constant Contact, or Klaviyo. Setting up email sequences helps make sure you never miss a touchpoint in your customer journey. 
  2. Social media management: Automate your social media posts with scheduling tools like SocialPilot, Buffer, or Loomly. Many of these tools also provide detailed reports to help you gather analytics and make data-informed decisions. 
  3. Analytics and reporting: Automate collecting data with reporting automations to ensure you never miss data. 

These marketing automations can help streamline your marketing processes and increase efficiency by delivering your message at the right time for each individual customer. 

woman typing on laptop

Connection Centric Storytelling

Most brands share the common goal of wanting to connect with their customers and inspire action. Focusing your brand’s messaging around connection-centric storytelling creates a series of stories that resonate with people on a personal level, rather than just sharing information or education. Sharing a relatable story also helps keep your customers engaged. As children, we’re read fairy tales and stories about superheroes. Even as adults, we still love to hear a good story. With so much competition, including stories in your messaging strategy will help set your brand apart from others.  

As you’re looking through this year’s marketing strategy, make sure you’re keeping up to date on new trends and tailoring your content to fit your target audience. Not sure where to start? We’d love to sit down and review your current strategy, or help create a new one tailored to fit your business’s unique goals. 

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