If you haven’t already started, now is the time to map out your marketing plans for 2023. As you consider strategies and implementation, here are five trends predicted to impact marketing this year.
1 – Inclusive Marketing
Diversity and inclusion have become a focus in recent years – and rightfully so. Gen-Z, the main demographic for your customer base, is the most racially and ethnically diverse generation in U.S. history with more than 48% being non-white.
Plan: Focus on inclusive representation in your marketing this year. It’s important for people to see and hear people like them. One easy step is to feature diverse images in your content.
2 – “Snack-able” Content
Short-form video content on Instagram and Tik Tok has risen in popularity among Gen Z audiences, and many do not have the interest or patience with longer-form content. It is important that you are able to communicate in short, concise soundbites to keep their attention.
Plan: Craft shorter, simpler messaging in your marketing, such as brand priorities in short sentences or quick ideas. Videos, copy, and other messaging should all be in short formats.
3 – Authenticity
59.8% of marketers agree that authenticity and quality are equally important elements of successful content, and 66% of consumers think transparency is one of a brand’s most attractive qualities. With the sheer amount of content online, competition is fierce for consumer attention, especially from Gen Z. Authenticity is a way to set yourself apart and boost your value in Gen Z’s eyes.
Plan: One way to bring authenticity to your content is to implement user-generated content (UGC). UGC, also known as consumer-generated content, content created by your customers and published on social media. UGC is original and brand specific. Consumers are 2.4 times more likely to view user-generated content as authentic compared to content created by brands.
4 – Employee Generated Content (EGC)
Employee Generated Content (EGC) is content your team or employees share on behalf of your business and shows the value and story behind your brand. Personal profiles of employees are more effective and reaching people authentically than a business account.
Plan: Create an engagement plan to engage your employees to contribute to your marketing efforts in 2023. This could include training, tools, and resources to motivate and excite your team. Examples of EGC can be photos of employees packing or making up orders or a video of your team talking about why they love working for your store. Behind-the-scenes content like this showcases authenticity.
5 – Visual Content
Research has shown that people prefer visual content to plain text, especially Gen Z. The growth of image and video-focused platforms such as Pinterest, Tik Tok, and Instagram is proof of this.
Plan: Different forms of visual content such as photos, infographics, animations, and videos all add value in different ways, so it is important to diversify your content plan.
Bring it on 2023!
Marketing trends may come and go, but the basics are understanding the needs of your customers and communicating clearly and consistently. 2023 is an excellent year to begin implementing these trends into your marketing plans!