Top Marketing & Media Trends 2023

The marketing fraternity constantly adapts to meet evolving challenges and leverage new trends in the changing business environment. Below are top marketing & media trends we expect in 2023.

# 1 The Rise of TikTok

Though Instagram is way ahead in getting the major share of influencer marketing spent, TikTok is the fastest-growing social media platform. It is slated to overtake Facebook and YouTube in getting a higher share of influencer marketing spend by 2024*. TikTok’s growth is fueled by the interest and attention it gets from Millennials and Gen Z, who frequent the Internet the most compared to other age groups. Thus, TikTok will be an integral part of the media mix of most brands focusing on younger consumers, ages 15 – 40 years.

TikTok moved from accepting short 7 – 15 seconds videos to 30 sec, to 3 minutes, and now to 10 minutes long videos, giving various options to communicate.

# 2 Online Marketplace Partners with Content Creators

Walmart introduced a platform in beta for content creators offering an opportunity to monetize shoppable products on the Walmart marketplace. It is expected to be launched fully later this year. More online marketplaces like Target and Shoppers Drug Mart are expected to follow the suit.

The online marketplace and influencers partnerships along with advertising opportunities in Retail Media, which offers first-party data, heralds a greater shift in communications, engagement, and consequently ad spending towards the online marketplace pioneered by Amazon, Walmart, and Target. Savvy brands will position themselves to leverage this shift and the opportunity in 2023.

# 3 Focus on Sustainability

Consumers are increasingly concerned about the environment and reducing their carbon footprint. We expect more companies will rally behind sustainability, include it in their marketing initiatives, and communicate it to their target groups. This will include developing eco-friendly products and packaging, using recycled material, reviewing advertising processes, and promoting eco-friendly business practices internally and to business partners.

Progressive businesses and brands have already set targets to reduce wastage, and emissions and try to be net zero.  

# 4 The Impact of the UGC & CGC Continues

User-Generated Content (UGC) and Creator-Generated Content (CGC) will continue to impact consumer buying considerations and grow faster than ATL and digital ads in 2023. Consumers trust the UGC and the content from the Creators they like and follow more than any other type of content.

Short-form videos and Instagram and TikTok Reels will drive the UGC and CGC. However, the content must be interesting and perceived as authentic to attract eyeballs and get engagement. On-the-face, ad-like product display doesn’t cut it often. Subtle product placement with fun and style resonates with consumers.

# 5 The Shift to Ongoing Collaborations

The shift from ad hoc, one-off campaigns to long-term collaborations with Influencers will remain strong in 2023. Forward-looking brands will continue to build long-term, multiple posts business relationships with content creators instead of a one-off video or post. Similarly, influencers will work with potential partners with long-term plans and consistency.  Click here to learn about best-in-class influencers and influencer marketing.

Investing in long-term collaborations is a win-win for both the brands and the influencers. Not only does it build faith with the influencers’ followers, but it also adds authenticity. Building frequency and consistency in messages to the followers drive engagement and conversion.

# 6 Voice Search Optimization

Voice search is increasingly being used at homes with Google, Alexa, and Siri and on the move with cell phones, thanks to the advancement in speech synthesizing technology. Brands need to adapt their content for voice search to stay relevant to this new trend. They can add long-tail keywords and natural language phrases that people use when talking to virtual assistants.

Conclusion

By leveraging the top marketing & media trends in 2023, that is, focusing on sustainability, developing short-form interesting video content and TikTok, building long-term collaborations with influencers, and adapting content for voice search, brands can enhance the effectiveness of marketing campaigns to resonate with their target groups and drive results.

*techcrunch.com/2202/08/02/tiktok