As 2022 draws to a close, we are exploring the key digital marketing trends that have shaped today’s business landscape over the past 12 months and look set to stay in 2023. From the rise of new technologies to shifts in dominating platforms and new content formats.
The Dominance of TikTok
This year has no doubt been a breakout year for TikTok, and many brands are now focused on building a successful presence on the platform. Brands are now looking for their share of the pie as a way to increase awareness & generate sales. With 1 billion MAUs who spend an average of 52 minutes per day on the platform, we expect brands will continue developing their TikTok marketing strategy well into 2023!
Full-Screen Video Format
Thanks to the popularity of TikTok and Instagram Reels, this year saw a significant shift from traditional image content to full-screen video content. In light of these new developments, brands have started promoting video content that is snappy and focused on grabbing the audience’s attention within the first 3-5 seconds. It’s becoming quite clear for brands that if you aren’t sharing video content, you’re at a significant disadvantage.
The Rise of Micro-Influencers
Micro-influencers typically have between 1,000-100,000 followers, with content centered around a particular niche. With a strong trusted relationship with their followers, who generally share the same passion, micro-influencers can impact decision-making amongst their audience. Often much cheaper and more accessible than well-known influencers and celebrities, they also have highly-engaged audiences. This made it a win-win marketing strategy for brands with smaller budgets in 2022.
Demand for Socially Conscious Brands
A recent study found that 57% of consumers believe that brands need to do more to make a positive impact on society. Many brands have started to align their social-impact initiatives with their marketing strategies as a result. However, action speaks louder than words in this instance. Your customers are the heart of your business, so as we approach 2023, don’t ignore their changing demands, interests and values.
The Podcast Pandemic
Podcasting has reached new heights in 2022 and it is now one of the fastest-growing formats in recent years, creating a huge opportunity for brands through advertising or simply by setting up their own podcasts. Last year, it was estimated that there were over 2 million active podcasts online. But, this does not mean your brand should incorporate podcasting for no good reason. Half of all podcasts have 14 or fewer episodes, demonstrating that a defined and consistent strategy is required to unlock success with this format.
Over To You…
Not all of the trends we’ve discussed in this blog will be relevant to your business, but they have certainly changed the digital marketing landscape in 2022. We expect these trends to continue gaining momentum in 2023, so if there’s something in this blog you have been contemplating for your brand, it’s not too late!
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