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11 Marketing trends for Web2 and Web3 in 2023

<p><span style="font-weight: 400;">Keeping up with digital marketing trends can be a challenge.&nbsp;</span></p> <p>&nbsp;</p> <p><span style="font-weight: 400;">We subscribe to marketing newsletters but barely open them. We register for free webinars, but something more important always comes our way. At best, we get our bits of information from self-promotional LinkedIn posts. And that's not that great.&nbsp;</span></p> <p>&nbsp;</p> <p><span style="font-weight: 400;">We decided to open those newsletters, press a replay on one or two webinars, and go through trustworthy blogs to see what other marketers are up to. We've picked the eleven marketing trends that were the most frequently repeated and analyzed them in this article.</span></p> <p>&nbsp;</p> <p><span style="font-weight: 400;">The digital marketing trends of 2023</span></p> <ol> <li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Short video content will take the stage.</span></li> <li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">TikTok will become a must in marketing campaigns.</span></li> <li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Social media platforms will encourage accessibility.</span></li> <li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Marketers will go back to permanent social media posts.</span></li> <li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Live streaming will bring crowds.</span></li> <li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Marketers will take influencer marketing seriously</span></li> <li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Voice search won't slow down</span></li> <li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Story-driven visual content will reign</span></li> <li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Conversational marketing will bring everyone closer</span></li> <li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Marketers will invest in social responsibility</span></li> <li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Mobile-first marketing will become even more vital</span></li> </ol> <p>&nbsp;</p> <p><span style="font-weight: 400;">Let's have a look at each of them individually.</span></p> <p>&nbsp;</p> <h2 id="social-media-marketing-trends">Social media marketing trends</h2> <p id="1-short-video-content-takes-the-stage"><strong>1. Short video content takes the stage.</strong></p> <p><span style="font-weight: 400;">Nicely curated images aren't enough anymore! Here are some numbers to help you finally find the courage to start using reels.&nbsp;</span></p> <p>&nbsp;</p> <p><span style="font-weight: 400;">According to a </span><a href="https://blog.hubspot.com/marketing/hubspot-blog-marketing-industry-trends-report"><span style="font-weight: 400;">HubSpot survey</span></a><span style="font-weight: 400;">, short-form video content boasts the highest ROI of any social media marketing strategy. 30% of social media marketers surveyed claimed short videos would be their preferred form of investment among other social media marketing tactics. And 89% of all marketers questioned said they would either spend the same budget on short video content or increase it.</span></p> <p>&nbsp;</p> <p><picture><source srcset="https://wizardia.io/images/blog/thumb/short-video-content-5246.webp 576w, https://wizardia.io/images/blog/inner/short-video-content-5246.webp " type="image/webp"></source><source srcset="https://wizardia.io/images/blog/thumb/short-video-content-5246.jpg 576w, https://wizardia.io/images/blog/inner/short-video-content-5246.jpg " type="image/jpg"></source><img srcset="https://wizardia.io/images/blog/thumb/short-video-content-5246.jpg 576w, https://wizardia.io/images/blog/inner/short-video-content-5246.jpg " alt="An image that showcases the top short-form video trends: user-generated content, soundless optimization, behind the scenes videos, social media video ads, product teasers, influencer ads, explainer or educational videos, FAQs, brand challenges and short-form videos in social media stories." loading="lazy" width="1024" height="700"></picture></p> <p class="text-center" style="text-align: center;"><span style="font-weight: 400;">Image source: </span><a href="https://influencermarketinghub.com/short-form-video/"><span style="font-weight: 400;">influencermarketinghub.com</span><span style="font-weight: 400;"><br><br></span></a></p> <p><span style="font-weight: 400;">This doesn't mean that you should not be making long videos, e.g., in-depth explainers of how your product or service works. Longer videos can do an excellent job when you need to address the objections and fears of your potential customers.&nbsp;</span></p> <p>&nbsp;</p> <p><span style="font-weight: 400;">However, if you want to stand out in the feed and raise your brand awareness, short videos need to be in your marketing strategy for 2023. Remember, TikTok and Instagram reels are not just for GenZ! You've got this.</span></p> <p>&nbsp;</p> <p id="2-tiktok-will-become-a-must-in-marketing-campaigns"><strong>2. TikTok will become a must in marketing campaigns</strong></p> <p><span style="font-weight: 400;">TikTok, the epitome of short video content, deserves a separate mention in this list.&nbsp;</span></p> <p>&nbsp;</p> <p><picture><source srcset="https://wizardia.io/images/blog/thumb/tiktok-in-marketing-campaigns-8111.webp 576w, https://wizardia.io/images/blog/inner/tiktok-in-marketing-campaigns-8111.webp " type="image/webp"></source><source srcset="https://wizardia.io/images/blog/thumb/tiktok-in-marketing-campaigns-8111.jpg 576w, https://wizardia.io/images/blog/inner/tiktok-in-marketing-campaigns-8111.jpg " type="image/jpg"></source><img srcset="https://wizardia.io/images/blog/thumb/tiktok-in-marketing-campaigns-8111.jpg 576w, https://wizardia.io/images/blog/inner/tiktok-in-marketing-campaigns-8111.jpg " alt="An image that shows three different popular tiktoks." loading="lazy" width="1300" height="889"></picture></p> <p class="text-center" style="text-align: center;"><span style="font-weight: 400;">Image source: </span><a href="https://wearebooster.com/tiktok/tiktok-context/whats-different-about-tiktok-content-that-makes-the-app-so-popular/"><span style="font-weight: 400;">wearebooster.com</span></a></p> <p>&nbsp;</p> <p><span style="font-weight: 400;">In 2020 and 2021, TikTok was the fastest-growing social media platform in the U.S., currently boasting over 1 billion users worldwide.</span></p> <p>&nbsp;</p> <p><span style="font-weight: 400;">The fact that TikTok is more geared towards a younger generation shouldn't discourage you from including it in your marketing strategy. According to Statista, in 2021, GenZ and Millennials made up over 42% of the U.S. population. So, if your product or service is tailored to them, ignoring TikTok is a big mistake.</span></p> <p><br><img title="Big mistake" src="https://wizardia.io/images/blog/inner/big-mistake-4142.gif" alt='A gif from the movie "Pretty Woman" where the character Vivian Ward, played by Julia Roberts, flaunts her shopping bags to a rude saleswoman saying "Big mistake. Big. Huge!"' width="475" height="273"></p> <p class="text-center" style="text-align: center;">Image source: <a href="https://gfycat.com/responsiblefairdevilfish" target="_blank" rel="noopener">gfycat.com</a></p> <p>&nbsp;</p> <p><span style="font-weight: 400;">The good news is that your CEO doesn't need to learn the latest dance moves to make it on this social media platform. You can stand out as a brand by sharing tips and tricks, helpful life hacks, and tutorials. You can also collaborate with influencers in your niche.</span></p> <p>&nbsp;</p> <p><span style="font-weight: 400;">Most importantly, remember that GenZers treat TikTok like a search engine-make sure you're found there!</span></p> <p>&nbsp;</p> <p id="3-social-media-platforms-will-encourage-accessibility"><strong>3. Social media platforms will encourage accessibility.</strong></p> <p><span style="font-weight: 400;">In May of 2022, Twitter </span><a href="https://twitter.com/TwitterA11y/status/1527287962479869952"><span style="font-weight: 400;">wrote</span></a><span style="font-weight: 400;"> that only 6% of images on Twitter are accessible.</span></p> <p>&nbsp;</p> <p><span style="font-weight: 400;"><picture><source srcset="https://wizardia.io/images/blog/thumb/twitter-accessibility-1812.webp 576w, https://wizardia.io/images/blog/inner/twitter-accessibility-1812.webp " type="image/webp"></source><source srcset="https://wizardia.io/images/blog/thumb/twitter-accessibility-1812.jpg 576w, https://wizardia.io/images/blog/inner/twitter-accessibility-1812.jpg " type="image/jpg"></source><img srcset="https://wizardia.io/images/blog/thumb/twitter-accessibility-1812.jpg 576w, https://wizardia.io/images/blog/inner/twitter-accessibility-1812.jpg " alt='An image of a tweet from the account named "Twitter Accessibility" saying "Based on our research, .06% of images on Twitter are accessible. You can make images on Twitter accessible by writing a description (or alt text) for your images. Here are the four steps to adding a description to your images: https://help.twitter.com/en/using-twitter/add-image-descriptions. #GAAD #TwitterGAAD22".' loading="lazy" width="751" height="601"></picture></span></p> <p class="text-center" style="text-align: center;"><span style="font-weight: 400;">Image source: </span><a href="https://twitter.com/TwitterA11y/status/1527287962479869952"><span style="font-weight: 400;">twitter.com</span></a></p> <p>&nbsp;</p> <p><span style="font-weight: 400;">A report by the World Health Organization (WHO) states that around 246 million people in the world have low vision, and 39 million people are blind. You may miss out on these huge numbers by not putting alt tags or captions to your visual content.</span></p> <p>&nbsp;</p> <p><span style="font-weight: 400;">By making your posts accessible to everyone, you make someone else's day much better and boost your rankings-social media platforms embrace and reward accessibility.</span></p> <p>&nbsp;</p> <p><span style="font-weight: 400;">Here are a few tips on how to make your social media content more accessible:</span></p> <p>&nbsp;</p> <ul> <li style="font-weight: 400;" aria-level="1"> <p><strong>Use captions in videos.</strong><span style="font-weight: 400;"><br></span><span style="font-weight: 400;">Captioned videos get </span><a href="https://crisp.co/video-captions-and-transcripts/"><span style="font-weight: 400;">40%</span></a><span style="font-weight: 400;"> more views! Plus, social media platforms will rank you for the terms used, even if they're not present in your video title. Where possible, go for closed captioning.</span></p> </li> </ul> <p>&nbsp;</p> <ul> <li aria-level="1"> <p><strong>Write alt text for your images. </strong><strong><br></strong><span style="font-weight: 400;">You can make images more accessible by writing a description (or alt text). Be creative! Don't just write “A man scoring a goal”-add statistics or other relevant info.</span></p> </li> </ul> <p>&nbsp;</p> <ul> <li aria-level="1"> <p><strong>Don't use too many emojis, hashtags, or funky fonts.</strong></p> </li> </ul> <p><span style="font-weight: 400;">Emojis are great for dividing the text but keep in mind that the screenreader reads all of them out loud. So it's better not to put three emojis in a row, or your text will sound like “smiley face, smiley face, smiley face, check this out”. The same goes for hashtags and funky fonts.</span></p> <p>&nbsp;</p> <p id="4-marketers-will-go-back-to-permanent-social-media-posts"><strong>4. Marketers will go back to permanent social media posts</strong></p> <p><span style="font-weight: 400;">While stories have taken over in the last few years, permanent grid posts are here to stay and, in some cases, might show better results than ephemeral content. Standard image posts, live streams, and videos can be viewed by your target audience multiple times-even months or years after, continuing to bring you exposure and, possibly, sales.</span></p> <p>&nbsp;</p> <p><picture><source srcset="https://wizardia.io/images/blog/thumb/permanent-social-media-posts-5791.webp 576w, https://wizardia.io/images/blog/inner/permanent-social-media-posts-5791.webp " type="image/webp"></source><source srcset="https://wizardia.io/images/blog/thumb/permanent-social-media-posts-5791.jpg 576w, https://wizardia.io/images/blog/inner/permanent-social-media-posts-5791.jpg " type="image/jpg"></source><img srcset="https://wizardia.io/images/blog/thumb/permanent-social-media-posts-5791.jpg 576w, https://wizardia.io/images/blog/inner/permanent-social-media-posts-5791.jpg " alt="An image of the Glographics' instagram account grid style." loading="lazy" width="768" height="947"></picture></p> <p class="text-center" style="text-align: center;"><span style="font-weight: 400;">Image source: </span><a href="https://thetravelbootcamp.com/the-best-instagram-grid-styles/"><span style="font-weight: 400;">thetravelbootcamp.com</span></a></p> <p>&nbsp;</p> <p><span style="font-weight: 400;">HubSpot's survey also found that 44% of marketers worldwide plan to boost their permanent social media budgets.&nbsp;</span></p> <p>&nbsp;</p> <p><span style="font-weight: 400;">This doesn't mean you should stop doing stories-they're great for creating authentic and appealing social media content. What this means is that posting only on stories isn't enough anymore. Whatever you share on stories, find a way to put it in the grid, too.</span></p> <p>&nbsp;</p> <p id="5-live-streaming-will-bring-crowds"><strong>5. Live streaming will bring crowds</strong></p> <p><span style="font-weight: 400;">Yes, live streaming looks intimidating. You may fear making mistakes, looking ridiculous, or speaking just for twelve people.&nbsp;</span></p> <p>&nbsp;</p> <p><span style="font-weight: 400;">But here's the thing-live streaming is authentic as heck, and it's 2022 (or 2023)-people love authenticity, especially regarding brands. Your potential customers will appreciate your willingness to be vulnerable and go live because watching events unfold in front of your eyes is super exciting!</span></p> <p>&nbsp;</p> <p><span style="font-weight: 400;"><picture><source srcset="https://wizardia.io/images/blog/thumb/live-streaming-2157.webp 576w, https://wizardia.io/images/blog/inner/live-streaming-2157.webp " type="image/webp"></source><source srcset="https://wizardia.io/images/blog/thumb/live-streaming-2157.jpg 576w, https://wizardia.io/images/blog/inner/live-streaming-2157.jpg " type="image/jpg"></source><img srcset="https://wizardia.io/images/blog/thumb/live-streaming-2157.jpg 576w, https://wizardia.io/images/blog/inner/live-streaming-2157.jpg " alt="An image of three different live streams, in two of which the streamers are showing off products." loading="lazy" width="1600" height="981"></picture></span></p> <p class="text-center" style="text-align: center;"><span style="font-weight: 400;">Image source: </span><a href="https://techcrunch.com/2020/05/08/wechat-livestreaming-china-economy/"><span style="font-weight: 400;">techcrunch.com</span></a></p> <p>&nbsp;</p> <p><span style="font-weight: 400;">What's also great is that these events offer fantastic engagement opportunities. Your audience can ask you questions, leave comments, and participate using other interactive features.</span></p> <p>&nbsp;</p> <p><span style="font-weight: 400;">And the best thing? You don't need any special equipment to get started! You can go live in just a few clicks. Of course, it's always a good idea to let people know of your upcoming live stream upfront. This way, they can plan watching it into their schedules.</span></p> <p>&nbsp;</p> <p><span style="font-weight: 400;">Here are a few ideas about what you could talk about during your live stream:</span><span style="font-weight: 400;"><br></span></p> <ul> <li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Product reveal</span></li> <li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Mission & vision</span></li> <li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Behind-the-scenes</span></li> <li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Q&A</span></li> <li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Discussion with an expert</span></li> </ul> <p>&nbsp;</p> <h2 id="content-marketing-trends">Content marketing trends</h2> <p id="6-marketers-will-take-influencer-marketing-seriously"><strong>6. Marketers will take influencer marketing seriously</strong></p> <p><span style="font-weight: 400;">Influencers are now increasingly perceived as serious publishers who build highly engaged and valuable audiences. This is especially true with micro-influencers-social media users who have around 3,000-100,000 followers.&nbsp;</span></p> <p>&nbsp;</p> <p><picture><source srcset="https://wizardia.io/images/blog/thumb/influencer-marketing-4515.webp 576w, https://wizardia.io/images/blog/inner/influencer-marketing-4515.webp " type="image/webp"></source><source srcset="https://wizardia.io/images/blog/thumb/influencer-marketing-4515.jpg 576w, https://wizardia.io/images/blog/inner/influencer-marketing-4515.jpg " type="image/jpg"></source><img srcset="https://wizardia.io/images/blog/thumb/influencer-marketing-4515.jpg 576w, https://wizardia.io/images/blog/inner/influencer-marketing-4515.jpg " alt="An image of micro-influencer SimplySadieJane on Instagram promoting a drink." loading="lazy" width="1024" height="658"></picture></p> <p class="text-center" style="text-align: center;"><span style="font-weight: 400;">Image source: </span><a href="https://quuu.co/blog/how-to-connect-with-influencers/"><span style="font-weight: 400;">quuu.co</span></a></p> <p>&nbsp;</p> <p><span style="font-weight: 400;">While micro-influencers usually reach a much smaller audience compared to celebrity moguls, their followers tend to be much more engaged. This is usually because influencers with smaller audiences usually create more authentic content in a specific niche, making them look more trustworthy. A goldmine for brands!</span></p> <p>&nbsp;</p> <p><strong>Virtual influencers</strong></p> <p><span style="font-weight: 400;">With the metaverse promising us the next frontier of the world wide web, virtual influencers are already a thing. There are over </span><a href="https://www.virtualhumans.org/article/how-many-virtual-influencers-are-there"><span style="font-weight: 400;">200 virtual influencers</span></a><span style="font-weight: 400;"> you can hire to promote your brand!&nbsp;</span></p> <p>&nbsp;</p> <p><span style="font-weight: 400;">Research shows that virtual influencer marketing works just fine. In fact, virtual influencers boast engagement rates up to </span><a href="https://www.virtualhumans.org/article/4-reasons-brands-love-to-work-with-virtual-influencers"><span style="font-weight: 400;">three times higher</span></a><span style="font-weight: 400;"> compared to their human counterparts! That's something to think about.</span></p> <p>&nbsp;</p> <p id="7-voice-search-wont-slow-down"><strong>7. Voice search won't slow down</strong></p> <p><span style="font-weight: 400;">Voice search will have a significant impact on how brands display themselves online. Currently, </span><a href="https://www.webfx.com/blog/seo/voice-search-statistics/"><span style="font-weight: 400;">20%</span></a><span style="font-weight: 400;"> of searches are driven by voice, and this number will only increase in the coming years. Research by </span><a href="https://www.pwc.com/us/en/services/consulting/library/consumer-intelligence-series/voice-assistants.html"><span style="font-weight: 400;">PwC</span></a><span style="font-weight: 400;"> has found that 61% of consumers aged 25&ndash;64 expect to use voice search more in the future.</span></p> <p>&nbsp;</p> <p><span style="font-weight: 400;">And we don't even talk about mobile devices! Voice search also includes smart speakers, which are also a huge thing. Around a quarter of US households own a HomePod, Google Home, Amazon Echo, or another similar device.</span></p> <p>&nbsp;</p> <p><span style="font-weight: 400;"><picture><source srcset="https://wizardia.io/images/blog/thumb/voice-search-3697.webp 576w, https://wizardia.io/images/blog/inner/voice-search-3697.webp " type="image/webp"></source><source srcset="https://wizardia.io/images/blog/thumb/voice-search-3697.jpg 576w, https://wizardia.io/images/blog/inner/voice-search-3697.jpg " type="image/jpg"></source><img srcset="https://wizardia.io/images/blog/thumb/voice-search-3697.jpg 576w, https://wizardia.io/images/blog/inner/voice-search-3697.jpg " alt="An image of the Amazon Echo Dot voice search device." loading="lazy" width="1470" height="980"></picture></span></p> <p class="text-center" style="text-align: center;"><span style="font-weight: 400;">Image source: <a href="https://www.theguardian.com/technology/2019/jan/10/amazon-echo-dot-review-3rd-gen-2018-alexa-smart-speaker" target="_blank" rel="noopener">theguardian.com</a></span></p> <p>&nbsp;</p> <p><span style="font-weight: 400;">Optimizing your content for voice search not only makes consumers' life easier but also comes with additional bonuses for your marketing campaigns. For example, since voice searches are usually longer and pretty conversational, your more informal FAQ may be more likely to be picked up as a featured snippet.</span></p> <p>&nbsp;</p> <p id="8-story-driven-visual-content-will-reign"><strong>8. Story-driven visual content will reign</strong></p> <p><span style="font-weight: 400;">The rise of voice search doesn't mean visuals will become less important-quite the contrary! 62% of millennials claim that visual search interests them more than other emerging technology like augmented reality (try before you buy) or shoppable content.</span></p> <p>&nbsp;</p> <p><picture><source srcset="https://wizardia.io/images/blog/thumb/story-driven-visual-content-8982.webp 576w, https://wizardia.io/images/blog/inner/story-driven-visual-content-8982.webp " type="image/webp"></source><source srcset="https://wizardia.io/images/blog/thumb/story-driven-visual-content-8982.jpg 576w, https://wizardia.io/images/blog/inner/story-driven-visual-content-8982.jpg " type="image/jpg"></source><img srcset="https://wizardia.io/images/blog/thumb/story-driven-visual-content-8982.jpg 576w, https://wizardia.io/images/blog/inner/story-driven-visual-content-8982.jpg " alt="An image of a survey about younger vs. older millenial users' preferences in terms of technologies they would be comfortable with as part of their digital shopping experience: ability to search by image - younger millenials 62,2%, older millenials 61,7%; shoppable content - younger 57%, older 58,5%; augmented reality - younger 36,8%, older 28,6%; live chat - younger 24,8%, older 30,6%." loading="lazy" width="350" height="347"></picture></p> <p class="text-center" style="text-align: center;"><span style="font-weight: 400;">Image source: </span><a href="https://www.insiderintelligence.com/"><span style="font-weight: 400;">insiderintelligence.com</span></a></p> <p>&nbsp;</p> <p><span style="font-weight: 400;">So, to stay relevant, brands in every industry should provide their consumers with visual content that comes up on google image search, is shareable on social media, and informs while telling a compelling story.</span></p> <p>&nbsp;</p> <p><span style="font-weight: 400;">The great thing about using visuals is that you can start small. For example, if your brand's voice is a bit more relaxed, memes are a great way to incorporate visual content into your marketing strategy! Other examples of visual storytelling include GIFs, memes, images, illustrations, videos, and graphics.</span></p> <p>&nbsp;</p> <h2 id="digital-marketing-trends">Digital marketing trends</h2> <p id="9-conversational-marketing-will-bring-everyone-closer"><strong>9. Conversational marketing will bring everyone closer</strong></p> <p><span style="font-weight: 400;">Online shopping has made our lives much easier, especially with the pandemic, but it has always lacked one thing-face-to-face human contact, the kind you can only get in the actual brick-and-mortar store.</span></p> <p>&nbsp;</p> <p><span style="font-weight: 400;">This is where conversational marketing steps in.&nbsp;</span></p> <p>&nbsp;</p> <p><span style="font-weight: 400;">Conversational marketing is one of the key marketing trends of 2023. It can help you create more meaningful relationships with your target audience by delivering messages and dialogue the way consumers want and where they want it. This includes chatting with your customers through instant chat on your product page and replying to Facebook and Twitter messages.&nbsp;</span></p> <p>&nbsp;</p> <p><span style="font-weight: 400;"><picture><source srcset="https://wizardia.io/images/blog/thumb/conversational-marketing-6559.webp 576w, https://wizardia.io/images/blog/inner/conversational-marketing-6559.webp " type="image/webp"></source><source srcset="https://wizardia.io/images/blog/thumb/conversational-marketing-6559.jpg 576w, https://wizardia.io/images/blog/inner/conversational-marketing-6559.jpg " type="image/jpg"></source><img srcset="https://wizardia.io/images/blog/thumb/conversational-marketing-6559.jpg 576w, https://wizardia.io/images/blog/inner/conversational-marketing-6559.jpg " alt="An image of various different conversational marketing examples on social media." loading="lazy" width="1500" height="689"></picture></span></p> <p class="image_source_wrapper" style="text-align: center;"><span style="font-weight: 400;">Image source: </span><a href="https://time-to-reinvent.com/reinventing-conversational-marketing/"><span style="font-weight: 400;">time-to-reinvent.com</span></a></p> <p>&nbsp;</p> <p><span style="font-weight: 400;">People usually want to feel connected to a business, so getting an instant and personalized reply will boost their confidence in buying from you. For brands, conversational marketing allows for real-time consumer interaction with continuous brand engagement.&nbsp;</span></p> <p>&nbsp;</p> <p><strong>An essential tip for a great customer experience</strong></p> <p><span style="font-weight: 400;">Don't use templates for your responses. Your customers will pick it up quickly and may not care about engaging with you anymore. Custom responses take time but being genuine pays off!</span></p> <p>&nbsp;</p> <p id="10-marketing-teams-will-invest-in-social-responsibility"><strong>10. Marketing teams will invest in social responsibility</strong></p> <p><span style="font-weight: 400;">Here's why marketers will be willing to invest in creating a social responsibility strategy in 2023:</span></p> <ul> <li style="font-weight: 400;" aria-level="1"><a href="https://sourcingjournal.com/topics/sustainability/qima-social-environmental-issues-165663/"><span style="font-weight: 400;">94%</span></a><span style="font-weight: 400;"> of GenZ believe businesses should address social and environmental issues.</span><span style="font-weight: 400;"><br><br></span></li> <li style="font-weight: 400;" aria-level="1"><a href="https://www.nielsen.com/us/en/press-releases/2014/global-consumers-are-willing-to-put-their-money-where-their-heart-is/"><span style="font-weight: 400;">55%</span></a><span style="font-weight: 400;"> of consumers are prepared to pay more for products or services that help to bring about positive change.</span><span style="font-weight: 400;"><br><br></span></li> <li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">More than </span><a href="http://www.foxbusiness.com/features/2013/05/24/social-responsibility-no-longer-optional-for-businesses.html"><span style="font-weight: 400;">90%</span></a><span style="font-weight: 400;"> of global buyers are inclined to switch to brands if they support a good cause.</span></li> </ul> <p>&nbsp;</p> <p><span style="font-weight: 400;">Of course, highlighting social causes in your content may not help you boost your sales instantly. Showing a humane side to the business is a reputation-building strategy that will bring modern consumers closer to you in the long term.</span></p> <p>&nbsp;</p> <p><span style="font-weight: 400;">It's essential to align your social responsibility strategy with your business priorities. Don't just go for sustainability just because everyone is doing it. Look for a cause that fits your values and will directly impact the business.</span></p> <p>&nbsp;</p> <p><span style="font-weight: 400;">Also, if you choose a cause, be consistent with it. Let's take Pride Month as an example. When it comes, companies change their social media profile pictures and covers, donate to charities, etc. But when the month is over, those donations tend to stop. But the LGBTQ+ community is here all year!</span></p> <p>&nbsp;</p> <p id="11-mobile-first-marketing-will-become-even-more-vital"><strong>11. Mobile-first marketing will become even more vital</strong></p> <p><span style="font-weight: 400;">“Your website must be optimized for mobile”-every digital marketer knows it by heart. And yet, so many of us are still just creating plans for finally making that landing page look good on someone's iPhone.</span></p> <p>&nbsp;</p> <p><span style="font-weight: 400;">As we approach 2023, a mobile-first marketing strategy will be a top priority for online businesses and content creators who want to decrease bounce rates, especially if their target audience consists of GenZers and Millennials.&nbsp;</span></p> <p>&nbsp;</p> <p><span style="font-weight: 400;">Talking about Gen Z, this generation already has an impact on more than </span><a href="https://www.warc.com/newsandopinion/news/gen_z_has_more_purchase_power_than_you_think/42595"><span style="font-weight: 400;">$600 billion</span></a><span style="font-weight: 400;"> in consumer spending. They are also the largest generation in history. In 2019, Gen Z </span><a href="https://nypost.com/2020/01/25/generation-z-is-bigger-than-millennials-and-theyre-out-to-change-the-world/"><span style="font-weight: 400;">surpassed Millennials</span></a><span style="font-weight: 400;">, and now constitute 32% of the global population. It'd be a shame not to cater to such a massive audience!</span></p> <p>&nbsp;</p> <h2 id="faq">FAQ</h2> <p><strong>What are the current marketing trends?</strong></p> <p><span style="font-weight: 400;">The digital marketing trends of 2023 are:</span></p> <ol> <li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Short video content will take the stage.</span></li> <li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">TikTok will become a must in marketing campaigns.</span></li> <li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Social media platforms will encourage accessibility.</span></li> <li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Marketers will go back to permanent social media posts.</span></li> <li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Live streaming will bring crowds.</span></li> <li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Marketers will take influencer marketing seriously</span></li> <li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Voice search won't slow down</span></li> <li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Story-driven visual content will reign</span></li> <li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Conversational marketing will bring everyone closer</span></li> <li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Marketing teams will invest in social responsibility</span></li> <li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Mobile-first marketing will become even more vital</span></li> </ol> <p><strong><br></strong><strong>What are content marketing trends for 2023?</strong></p> <p><span style="font-weight: 400;">Influencer marketing, voice search, and story-driven visual content are some of the top content marketing trends for 2023.</span></p>

11 min read
Nov 07, 2022
Julija Paškevičienė
Read this article

Keeping up with digital marketing trends can be a challenge. 

 

We subscribe to marketing newsletters but barely open them. We register for free webinars, but something more important always comes our way. At best, we get our bits of information from self-promotional LinkedIn posts. And that’s not that great. 

 

We decided to open those newsletters, press a replay on one or two webinars, and go through trustworthy blogs to see what other marketers are up to. We’ve picked the eleven marketing trends that were the most frequently repeated and analyzed them in this article.

 

The digital marketing trends of 2023

  1. Short video content will take the stage.
  2. TikTok will become a must in marketing campaigns.
  3. Social media platforms will encourage accessibility.
  4. Marketers will go back to permanent social media posts.
  5. Live streaming will bring crowds.
  6. Marketers will take influencer marketing seriously
  7. Voice search won’t slow down
  8. Story-driven visual content will reign
  9. Conversational marketing will bring everyone closer
  10. Marketers will invest in social responsibility
  11. Mobile-first marketing will become even more vital

 

Let’s have a look at each of them individually.

 

1. Short video content takes the stage.

Nicely curated images aren’t enough anymore! Here are some numbers to help you finally find the courage to start using reels. 

 

According to a HubSpot survey, short-form video content boasts the highest ROI of any social media marketing strategy. 30% of social media marketers surveyed claimed short videos would be their preferred form of investment among other social media marketing tactics. And 89% of all marketers questioned said they would either spend the same budget on short video content or increase it.

 

An image that showcases the top short-form video trends: user-generated content, soundless optimization, behind the scenes videos, social media video ads, product teasers, influencer ads, explainer or educational videos, FAQs, brand challenges and short-form videos in social media stories.

Image source: influencermarketinghub.com

This doesn’t mean that you should not be making long videos, e.g., in-depth explainers of how your product or service works. Longer videos can do an excellent job when you need to address the objections and fears of your potential customers. 

 

However, if you want to stand out in the feed and raise your brand awareness, short videos need to be in your marketing strategy for 2023. Remember, TikTok and Instagram reels are not just for GenZ! You’ve got this.

 

2. TikTok will become a must in marketing campaigns

TikTok, the epitome of short video content, deserves a separate mention in this list. 

 

An image that shows three different popular tiktoks.

Image source: wearebooster.com

 

In 2020 and 2021, TikTok was the fastest-growing social media platform in the U.S., currently boasting over 1 billion users worldwide.

 

The fact that TikTok is more geared towards a younger generation shouldn’t discourage you from including it in your marketing strategy. According to Statista, in 2021, GenZ and Millennials made up over 42% of the U.S. population. So, if your product or service is tailored to them, ignoring TikTok is a big mistake.


A gif from the movie "Pretty Woman" where the character Vivian Ward, played by Julia Roberts, flaunts her shopping bags to a rude saleswoman saying "Big mistake. Big. Huge!"

Image source: gfycat.com

 

The good news is that your CEO doesn’t need to learn the latest dance moves to make it on this social media platform. You can stand out as a brand by sharing tips and tricks, helpful life hacks, and tutorials. You can also collaborate with influencers in your niche.

 

Most importantly, remember that GenZers treat TikTok like a search engine—make sure you’re found there!

 

3. Social media platforms will encourage accessibility.

In May of 2022, Twitter wrote that only 6% of images on Twitter are accessible.

 

An image of a tweet from the account named "Twitter Accessibility" saying "Based on our research, .06% of images on Twitter are accessible. You can make images on Twitter accessible by writing a description (or alt text) for your images. Here are the four steps to adding a description to your images: https://help.twitter.com/en/using-twitter/add-image-descriptions. #GAAD #TwitterGAAD22".

Image source: twitter.com

 

A report by the World Health Organization (WHO) states that around 246 million people in the world have low vision, and 39 million people are blind. You may miss out on these huge numbers by not putting alt tags or captions to your visual content.

 

By making your posts accessible to everyone, you make someone else’s day much better and boost your rankings—social media platforms embrace and reward accessibility.

 

Here are a few tips on how to make your social media content more accessible:

 

  • Use captions in videos.
    Captioned videos get 40% more views! Plus, social media platforms will rank you for the terms used, even if they’re not present in your video title. Where possible, go for closed captioning.

 

  • Write alt text for your images.
    You can make images more accessible by writing a description (or alt text). Be creative! Don’t just write “A man scoring a goal”—add statistics or other relevant info.

 

  • Don’t use too many emojis, hashtags, or funky fonts.

Emojis are great for dividing the text but keep in mind that the screenreader reads all of them out loud. So it’s better not to put three emojis in a row, or your text will sound like “smiley face, smiley face, smiley face, check this out”. The same goes for hashtags and funky fonts.

 

4. Marketers will go back to permanent social media posts

While stories have taken over in the last few years, permanent grid posts are here to stay and, in some cases, might show better results than ephemeral content. Standard image posts, live streams, and videos can be viewed by your target audience multiple times—even months or years after, continuing to bring you exposure and, possibly, sales.

 

An image of the Glographics' instagram account grid style.

Image source: thetravelbootcamp.com

 

HubSpot’s survey also found that 44% of marketers worldwide plan to boost their permanent social media budgets. 

 

This doesn’t mean you should stop doing stories—they’re great for creating authentic and appealing social media content. What this means is that posting only on stories isn’t enough anymore. Whatever you share on stories, find a way to put it in the grid, too.

 

5. Live streaming will bring crowds

Yes, live streaming looks intimidating. You may fear making mistakes, looking ridiculous, or speaking just for twelve people. 

 

But here’s the thing—live streaming is authentic as heck, and it’s 2022 (or 2023)—people love authenticity, especially regarding brands. Your potential customers will appreciate your willingness to be vulnerable and go live because watching events unfold in front of your eyes is super exciting!

 

An image of three different live streams, in two of which the streamers are showing off products.

Image source: techcrunch.com

 

What’s also great is that these events offer fantastic engagement opportunities. Your audience can ask you questions, leave comments, and participate using other interactive features.

 

And the best thing? You don’t need any special equipment to get started! You can go live in just a few clicks. Of course, it’s always a good idea to let people know of your upcoming live stream upfront. This way, they can plan watching it into their schedules.

 

Here are a few ideas about what you could talk about during your live stream:

  • Product reveal
  • Mission & vision
  • Behind-the-scenes
  • Q&A
  • Discussion with an expert

 

6. Marketers will take influencer marketing seriously

Influencers are now increasingly perceived as serious publishers who build highly engaged and valuable audiences. This is especially true with micro-influencers—social media users who have around 3,000-100,000 followers. 

 

An image of micro-influencer SimplySadieJane on Instagram promoting a drink.

Image source: quuu.co

 

While micro-influencers usually reach a much smaller audience compared to celebrity moguls, their followers tend to be much more engaged. This is usually because influencers with smaller audiences usually create more authentic content in a specific niche, making them look more trustworthy. A goldmine for brands!

 

Virtual influencers

With the metaverse promising us the next frontier of the world wide web, virtual influencers are already a thing. There are over 200 virtual influencers you can hire to promote your brand! 

 

Research shows that virtual influencer marketing works just fine. In fact, virtual influencers boast engagement rates up to three times higher compared to their human counterparts! That’s something to think about.

 

7. Voice search won’t slow down

Voice search will have a significant impact on how brands display themselves online. Currently, 20% of searches are driven by voice, and this number will only increase in the coming years. Research by PwC has found that 61% of consumers aged 25–64 expect to use voice search more in the future.

 

And we don’t even talk about mobile devices! Voice search also includes smart speakers, which are also a huge thing. Around a quarter of US households own a HomePod, Google Home, Amazon Echo, or another similar device.

 

An image of the Amazon Echo Dot voice search device.

Image source: theguardian.com

 

Optimizing your content for voice search not only makes consumers’ life easier but also comes with additional bonuses for your marketing campaigns. For example, since voice searches are usually longer and pretty conversational, your more informal FAQ may be more likely to be picked up as a featured snippet.

 

8. Story-driven visual content will reign

The rise of voice search doesn’t mean visuals will become less important—quite the contrary! 62% of millennials claim that visual search interests them more than other emerging technology like augmented reality (try before you buy) or shoppable content.

 

An image of a survey about younger vs. older millenial users' preferences in terms of technologies they would be comfortable with as part of their digital shopping experience: ability to search by image - younger millenials 62,2%, older millenials 61,7%; shoppable content - younger 57%, older 58,5%; augmented reality - younger 36,8%, older 28,6%; live chat - younger 24,8%, older 30,6%.

Image source: insiderintelligence.com

 

So, to stay relevant, brands in every industry should provide their consumers with visual content that comes up on google image search, is shareable on social media, and informs while telling a compelling story.

 

The great thing about using visuals is that you can start small. For example, if your brand’s voice is a bit more relaxed, memes are a great way to incorporate visual content into your marketing strategy! Other examples of visual storytelling include GIFs, memes, images, illustrations, videos, and graphics.

 

9. Conversational marketing will bring everyone closer

Online shopping has made our lives much easier, especially with the pandemic, but it has always lacked one thing—face-to-face human contact, the kind you can only get in the actual brick-and-mortar store.

 

This is where conversational marketing steps in. 

 

Conversational marketing is one of the key marketing trends of 2023. It can help you create more meaningful relationships with your target audience by delivering messages and dialogue the way consumers want and where they want it. This includes chatting with your customers through instant chat on your product page and replying to Facebook and Twitter messages. 

 

An image of various different conversational marketing examples on social media.

Image source: time-to-reinvent.com

 

People usually want to feel connected to a business, so getting an instant and personalized reply will boost their confidence in buying from you. For brands, conversational marketing allows for real-time consumer interaction with continuous brand engagement. 

 

An essential tip for a great customer experience

Don’t use templates for your responses. Your customers will pick it up quickly and may not care about engaging with you anymore. Custom responses take time but being genuine pays off!

 

10. Marketing teams will invest in social responsibility

Here’s why marketers will be willing to invest in creating a social responsibility strategy in 2023:

  • 94% of GenZ believe businesses should address social and environmental issues.

  • 55% of consumers are prepared to pay more for products or services that help to bring about positive change.

  • More than 90% of global buyers are inclined to switch to brands if they support a good cause.

 

Of course, highlighting social causes in your content may not help you boost your sales instantly. Showing a humane side to the business is a reputation-building strategy that will bring modern consumers closer to you in the long term.

 

It’s essential to align your social responsibility strategy with your business priorities. Don’t just go for sustainability just because everyone is doing it. Look for a cause that fits your values and will directly impact the business.

 

Also, if you choose a cause, be consistent with it. Let’s take Pride Month as an example. When it comes, companies change their social media profile pictures and covers, donate to charities, etc. But when the month is over, those donations tend to stop. But the LGBTQ+ community is here all year!

 

11. Mobile-first marketing will become even more vital

“Your website must be optimized for mobile”—every digital marketer knows it by heart. And yet, so many of us are still just creating plans for finally making that landing page look good on someone’s iPhone.

 

As we approach 2023, a mobile-first marketing strategy will be a top priority for online businesses and content creators who want to decrease bounce rates, especially if their target audience consists of GenZers and Millennials. 

 

Talking about Gen Z, this generation already has an impact on more than $600 billion in consumer spending. They are also the largest generation in history. In 2019, Gen Z surpassed Millennials, and now constitute 32% of the global population. It’d be a shame not to cater to such a massive audience!

 

FAQ

What are the current marketing trends?

The digital marketing trends of 2023 are:

  1. Short video content will take the stage.
  2. TikTok will become a must in marketing campaigns.
  3. Social media platforms will encourage accessibility.
  4. Marketers will go back to permanent social media posts.
  5. Live streaming will bring crowds.
  6. Marketers will take influencer marketing seriously
  7. Voice search won’t slow down
  8. Story-driven visual content will reign
  9. Conversational marketing will bring everyone closer
  10. Marketing teams will invest in social responsibility
  11. Mobile-first marketing will become even more vital


What are content marketing trends for 2023?

Influencer marketing, voice search, and story-driven visual content are some of the top content marketing trends for 2023.

Julija Paškevičienė

Julija Paškevičienė

Julija is a freelance content marketer. Specialized in content writing, social media, and finding the best dog memes, she helps businesses get their message across and create content that sells.

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