5 key content marketing trends for 2023
In today's intense social media world, video content is a rising king. But video isn’t a new trend — most marketers already know how important it is. The average user now watches 19 hours of video content every week. Short ideo content that brings us a lot of information with creative visuals is top tier of not only TikTok but other major platforms like Instagram and Youtube.
Video is also the top source of content for B2B and new trend is short-form video. TikTok, Instagram, and YouTube Shorts are now some of the most popular media for brands. The main reason for this is consumers decreasing attention spans resulting in high-demand for short video content. Short-form video makes about 80% of all mobile data traffic.
Short-form video is also great strategic way for your brand. You can produce more content in less time plus, viewers are more likely to engage with a shorter video that gets straight to the point. In 2023 brands need to keep their video content to 5 minutes or less. And 3 minutes is still pretty long, so consider maybe a from TikTok and keep your videos from 30–60 seconds long. You can always film a longer video and chop it into short snippets to save time.
1. Influencer marketing
The way influencer marketing works is evolving. Brands need to adapt to stay ahead. Influencer marketing is nothing new. However, the way brands are collaborating with influencers is changing. From hiring smaller influencers to working on large-scale multi-influencer campaigns, influencer marketing is a brilliant way for brands to engage with their audiences. In 2022, the global influencer market size was $16.4 billion.
Brands who aren’t jumping on the influencer marketing train potentially risk getting left behind. Influencer marketing continues to grow each year because it’s effective. People are tired of interruptive and annoying ads from people they follow, so expect to see more brands partner with influencers to promote their products.
2. Becoming more ethical
From sustainability to inclusivity, building your business on ethical perspectives is key to improving brands relationships with customers, workers, and especially business partners. And this doesn’t stop at money income. Employees tend to remain loyal to, and perform more effectively for a company with a high standard of ethics. Brands that implement these principles across their digital strategy will likely reap the rewards in 2023.
3. Arrival of new, deeply connected communities
People want to belong and connect, creating an opportunity for brands to deepen customer relationships. Thoughtful brands have a strong presence on platforms where their customers are. It was enough for a long time to be present on the biggest social networks, then implement your social media presence, and figure out key algorithms. There’s a shift happening that will become more visible in 2023. One of the main reasons consumers spend time online is to connect with people or brands they love. On the bigger social networks, it’s getting more and more challenging to cut through the noise of everything. 2022 introduced some hype with new apps like BeReal, helping people satisfy their hunger for something new.
4. Podcasts
This sector is still growing every year, not suprisingly. In fact, consumers listened to 15 billion hours of podcasts in 2021. Podcasts are also an very effective way to drive and boost sales.
Like other trends, it’s important to approach podcasts as a way to deliver some value to your customers. Don’t focus too much on the sales. Instead, offer useful information or entertainment so you can give people a reason to stick around with you.
Podcasts are still the dominant audio content marketing trend, but that could change. Twitter Spaces on the other hand gives listeners a live version of a podcast. Platforms like Clubhouse or Discord are also on the rise, so don’t underestimate the value of live audio content marketing.
5. Consistency
If you haven’t gotten it already, content quality is of a high matter, but so is your publishing schedule. It’s tough to keep up with posts and stories when you’re putting more work into your content.
Consumers lost a lot of trust in brands and institutions during the pandemic, which makes consistency something they’re craving right now, and we need to give it to them in the form of regular content creation. The last thing businesses want to do is let their consumers for the content upfront and then not deliver it to them.
Your brand should post at least a 2–3 times per week, depending on the niche. That will, for starters, be enough to guarantee the quality of the content where you can also stay in the top of mind with potential and current customers. Absolutely avoid overworking you or your team with overwhelming your audience with too much content. In 2023, it’s all about finding the perfect balance.
