Top Four Content Trends for 2023
Marketing has had a long and evolving journey from its roots in 1500 BCE when Mesopotamian societies introduced the logo into mass production of goods. The past century in marketing has seen the evolution of marketing as a stand-alone industry to the emergence of brand-backed publications to radio to billboards to digital marketing. And nowadays, content is the undisputed king/queen/insert royalty title of choice of the marketing world. So, what is coming up content-wise this year? To answer this we consulted with some of our fave industry experts. And by consulted, I mean we read and compiled their content trend predictions for your reading pleasure. Enjoy!
Top Content Trend #1: Short-Form Video
Says Who?
This is according to software giant, Abode.
Why short-form video?
90% of global marketers plan to maintain or increase their focus on short-form videos in 2023. From TikToks to YouTube Shorts to Instagram Reels, videos less than 60 seconds in length have taken our mobile devices by storm and show no signs of slowing down. They are consumable, entertaining without the commitment, and incredibly versatile.
Short-form video in action: https://www.youtube.com/watch?v=ZUG9qYTJMsI&t=35s
This video, courtesy of Dollar Shave Club, shows you how it’s done. Hilarious, on brand, timeless (the video actually dates back to 2012), to the point…and 28 million viewers agree.
How to act on this short-form video trend
Once upon a time, not so long ago, video production was a big, hairy deal. And a costly one at that. This is no longer the case though. By leveraging platforms like TikTok and Instagram Reels, businesses of all shapes and sizes can capitalize on creative yet bite-size opportunities for success. When crafting your content, ensure that it is interesting, entertaining, and relevant to engage your audience. Consider integrating humor, sound effects or animation – as more visually stimulating elements spur people to interact more with your posts. Demonstration videos, product teasers, tutorials, behind-the-scenes, showcasing company culture…all are video themes that perform well.
Top Content Trend #2: Influencer Marketing
Says Who?
Marketing giant HubSpot, that’s who.
Why influencer marketing?
With each new social media platform to hit the market, the influencer pool and reach keeps growing and growing. Not only do these social media powerhouses boast an impressive reach; they also have an engaged audience of loyal followers who value their recommendations over any other form of advertisement. The market for this brand of advertising exceed $16 billion last year and has experienced an 864% growth since 2016. And it’s effective; 61% of consumers trust influencers vs 38% who trust content produced by brands.
Influencer marketing in action: https://shortyawards.com/8th/my-tales-of-whisky-yule-log
Nick Offerman is the influencer of choice in this award-winning campaign for whisky distributor, Diageo, My Tales of Whisky Yule Log.
How to act on this influencer marketing trend
Influencers are eager to monetize their social media presence, so the first step is to identify the right influencer (or influencers) who resonate with your brand and your target demographic. Think of your company as a person, and then go and find the best influencer version of that person. You want to focus on influencers who have an existing relationship with your audience, as well as those who are in line with your brand’s value system. You’ll also want to consider which platforms your target audience is most active on and then look for key influencers in these spaces.
From there, create relationships with them by offering attractive collaborative opportunities that fit both their needs and yours. The next step is to work with them to create compelling content that resonates with your influencer’s followers, making sure to include a distinct call-to-action. Lastly, it is vital to track the results of your outreach initiatives and adjust accordingly.
Top Content Trend #3: Repurpose, Refresh, Repurpose
Says Who?
This trend comes courtesy of Meltwater.
Why repurpose, refresh, repurpose?
Why create one piece of content when you can create ten pieces of content? That is the question behind this trend of repurpose, refresh, and repurpose. It’s a no-brainer: repurposing allows you to squeeze more life out of every piece of content you create. Not only does it take up less of your limited energy and resources, but it also gives you the opportunity to reach different audiences in innovative ways. For maximum efficiency, repurposing content isn’t about taking an article and simply rephrasing it for a different platform — although that can still be useful. It’s about creatively transforming something with a fresh spin.
Repurpose, refresh, repurpose in action: https://howtoblogabook.com/darren-rowse-on-book-deals-and-discovery-in-the-blogosphere/
Darren Rowse, Founder of ProBlogger, made serious coin on this repurpose, refresh, repurpose strategy by taking a selection of his popular, and pre-existing, blog posts and repurposing and refreshing them into one of the world’s foremost books on blogging.
How to act on this repurpose, refresh, repurpose trend
To be successful, you must craft content that will engage different types of consumers and find different ways of using it. Start by brainstorming creative ideas for upcoming projects. Then, develop a content plan that includes both long-term, comprehensive pieces and shorter, timely content updates. You need to strike a balance between the two in order to create content that speaks to both current events and audience needs while maintaining your core message and brand voice. Be sure to also think outside the box when it comes to repurposing content – explore different formats like infographics, podcasts, videos, and webinars. In addition, utilize social media channels strategically as each one is better for certain types of engagement than others.
Top Content Trend #4: The Metaverse
Says Who?
Forbes says so.
Why The Metaverse?
Forbes defines the metaverse as “a broad term that describes a variety of immersive virtual experiences taking place online, usually with others.” I define the metaverse as “Sims on crack.” However you define it, at it’s core it’s a shared, three-dimensional space in which people can interact and do business with each other virtually. Kinda like a mix of virtual reality, social media, and gaming, all rolled into one connected world. We have the metaverse to thank for the introduction of the term ‘phygital marketing’, which combines both physical and digital elements to create an engaging customer experience, creating what could best be described as an omni-channel experience that is simultaneously seamless and interactive.
The metaverse in action: https://musebycl.io/gaming/deliveroo-makes-adorable-virtual-deliveries-animal-crossing
In the early days of the COVID-19 pandemic, as people were housebound and video games increased in popularity, Animal Crossing was once such game that benefited hugely from the fact that people couldn’t go out and, like, see and talk to others. Enter the 2020 Deliveroo marketing campaign in Animal Crossing. Players were encouraged to design their own individual deliveries, with each delivery earning them points that could be redeemed for in-game food. What’s more, these designs had to incorporate Deliveroo branding—including dedicated NPC characters sporting Deliveroo hoodies—if players wanted to win rewards. This campaign provided a unique take on marketing and leveraged the immense popularity of Animal Crossing as a platform and proved an incredibly effective way of engaging a new audience.
How to act on this metaverse trend
This one’s a bit more challenging (and expensive) then say, creating a 43 second tutorial video or turning a podcast episode into a blog post. But it’s incredibly innovative and worth a look-sie. To act on this trend effectively, emphasis should be put on creating purpose-built digital experiences for users to engage with. It may also be beneficial to experiment with immersive digital campaigns targeting the metaverse userbase—including interactive games, product placements, and branded events. Always remember that content in the metaverse comes alive through sophisticated 3D technology; so utilizing top-tier engine graphics and audio to create a truly engaging experience that captivates potential customers is a must-do.