What do marketers predict for 2023?

Introduction

The year 2022 is slowly becoming a part of the past. Now we will be stretching our backs in order to turn the heads this year and contemplate its impact on the future of video marketing.

But at this moment, nothing is more urgent than to see through the lens of marketers and leaders of the industry what the upcoming year may have for us.

The digital world will continue to take up more and more space, and preparing for this expanding reality is our ultimate task. Over time, the digital world will dominate – since AR and VR technologies are developing, and Metaverse is conquering the minds of people around.

Marketing teams should be aware of the changes. In order to tailor a marketing strategy that will be working, you should know what to expect. Trends are more stable than ever, and to expect that, for example,  short videos will be less popular isn’t rational.

Let’s take a closer look at what 2023 is holding to hand it to us, and get ourselves prepared for it better.

“Some companies are exploring flexible work options, including four-day work weeks. This is a big shift for traditional companies that expect their employees to commit to 40 hours or five days per week.

This shift, especially for companies experiencing a scarcity of skilled full-time marketing resources, could increase the dependence on contract workers. Teams that are flexible in how they harness talent can reap the benefits”.

Marie Hattar is CMO at Keysight Technologies

User-generated content will be even more vital.

Authenticity could mean a lot of things at this moment, and we might be ready to define at least several forms of it when talking about online presence. One of them would break the fourth wall – in a slightly metaphorical way – and give more space to talk for the audience.

Users should be more open, and less inclined to say something that wasn’t part of their experience. Authenticity is a process in which brands move towards multiplicity, and it is often a multiplicity of voices.

We recommend giving this space to the users, so letting them talk and provide your content with more opinions from the other side of the screen. This year proved how much the audiences’ opinions matter.

Enhanced customer experience.

Customer experience should be more polished, more optimized to bring people the best possible interaction. AI drastically changes the basic aspects of digital marketing, and in order to succeed, brands have to know what exactly is going on.

Your content strategy should be in line with SEO updates to deliver the customer experience of the highest class.

“Most algorithms and AI in digital marketing optimize for the same thing—creating a better user experience, as this matters most. For example, search engine optimization (SEO) updates this year focused on providing the most helpful content to users. Beat the algorithms and delight your customers by focusing more on their experiences”.

Marie Hattar is CMO at Keysight Technologies

Influencer marketing will play a bigger role.

At first, you might think that there is no way influencers could be more important than they are now. We feel you. It is really hard to imagine the more tangible impact bloggers from various social media might have on the audience and the brands. But still, we expect a great boost in their importance in 2023. If you don’t have an influencer marketing manager, change this situation immediately.

In 2023, there will be more native integrations with influencers, and they will be involved in the metaverse, as well as traditional social media. Brands rely on internet celebrities. According to Statista,

“The global influencer marketing market value has more than doubled since 2019, standing at around 13.8 billion U.S. dollars as of 2021. As influencer endorsement continues to mature as an industry, the size and value of influencer marketing platforms also continue to expand every year, making collaborations between brands and creators more profitable than ever”.

Let’s hear more:

• Marketers find that influencer-generated content receives an average of 8x more engagement than branded content.
• Influencer whitelisting outperforms traditional social media ads by 20-50%.
• 90% of influencer marketers find that creator campaigns produce as good or better returns than all other marketing mediums.
• Studies show that influencers produce as much as 11x more ROI than any other digital marketing approach.
• Influencer marketing increased from a $1.7 billion to a $13.8 billion dollar industry in the last five years.

Longer content? Nope.

Short videos are going to be as popular as they were, and maybe a bit more. TikTok and Instagram figured out how to pack more in less, so we can see very fast videos on both platforms. Both of them are actually trend-makers, so to expect long-form videos to suddenly break these… kind of crazy.

There is no question that this format will be more popular. For businesses to stay in the game, they have to swoop in the places where their customers or potential audience hang out.

If you still consider whether to be active in these formats with your brand, 2023 is the exact year when you should start. Start making Reels and TikTok – even the funny ones about your team – will be a plus.

“Viewing habits are diversifying as people move seamlessly between screens and video lengths — with different needs and expectations for each. Many creators are innovating with shorter form, ‘snackable’ content to meet the needs of these viewers. And they’re seeing immense success. In fact, YouTube Shorts now has 1.5 billion monthly active users and sees more than 30 billion daily views,2 making it a big area of opportunity for advertisers.

Learn from the creators leading the way. These individuals are blazing the trail, creating fresh ways to approach each video format to authentically connect with their audiences. It’s important to leverage storytelling best practices to create highly engaging short-form video content. For example, videos should jump straight into the action. With only 10 to 60 seconds of available ad time, there’s no need to set up a premise or establish a storyline with lots of extra context”.

Dyana Nadji, managing director of display and video at Google

Say less, don’t say more.

An interesting part of the previous trend is how we now consider short and concise messages to be better for communication with the audience. People don’t want to read long articles and expect short, quick messages with the main point reflected clearly.

This is not a conscious desire people have – this is rather how an online space functions right now. FOMO might take anyone while this person is reading your long message.

Shortening your message is absolutely vital in 2023. Try to sound persuasive but still concise.

Brands should be perceptive to social issues.

Due to the over presence of social media more people share worries about certain social issues that have taken the place in one society or the other. There is also an omnipotent question of ecology that we share as earthlings.

Brands that somehow respond to these issues tend to get more people on their side.  Don’t get us wrong: we are not supporting manipulating these topics in order to get better exposure. But people always gather around the same values. If you share values that are vital for people around the world right now, they will support you.

Comment from Mailine S.

2022 was harsh. Among a variety of horrible global events, people also felt more insecure about their presence online. Since we are almost fully immersed in online life, and our accounts hold literally all the information about us, the question of privacy has become super important.

Yes, you may gain trust by posting wonderful content, but the other question is whether you will provide people with a sense of uninterrupted privacy. Without it, don’t expect your audience to stick around much.

2023 will be turning our attention to this topic not once.

“With people managing more of their day-to-day lives online than ever before, online privacy has never been more important.

We found that privacy experiences impact user trust. But we were surprised to learn just how damaging a bad privacy experience online can be. Consumers view bad privacy experiences as almost as damaging as a theft of their data. It’s enough to make 43% of them switch to another brand.1

Online experiences need to be delivered with the privacy people deserve, by brands they can trust. In 2023, ensure you’re providing customers with everything they need to be — and feel — in control of their data. When people lack control over their data, they become skeptical of digital marketing. Provide accessible and understandable tools that customers can use to manage their privacy, whenever they want”.

Matt Brittin, President of Europe, Middle East, and Africa, Google

Social media as a customer service tool.

Marketers use direct messages to offer customer support during the last year, and many plan to try it in 2023.

Instagram and Facebook are already more than just social media: both giants are growing their e-commerce resources. So, in order to be more effective, many marketers understand that providing customer service on these pages is in priority.

Consumers support it 100%. Communicating with brands on Instagram through dm is what chose the Millennial and Gen Z, according to many studies.

The marketing and sales team are no longer rivals.

For years, there was this big superstition that marketing and sales teams should not be aligned. Finally, we understand that if these two work together, marketers can get a better picture of the customers, therefore, this will be a goal for many companies, as well as a big trend generally.

Don’t refuse to create case studies.

Last but not least: case studies as one of a few long-form content shapes will be a way to show your prospects a deeper gaze on the benefits of working with you.

Maybe it will be even more efficient to use them as lead magnets instead of creating a blog post. However, both formats are quite popular these days.

Conclusion

Video, video, video… This is how the motto of this year might sound. The popularity of the main medium will be only stronger, even though there are many other predictions we have listed in this article.

Make sure you worked well on your video marketing strategy this year because it will be the main point of the whole campaign. According to HubSpot, “a staggering 90% of marketers using short-form video will increase or maintain their investment next year, and 1 in 5 marketers plan to leverage short-form video for the first time in 2023”.

Anyway, we are expecting an exceptional year with many new trends to come, and hopefully, you will outrun all of them with your approaches and decisions.

If there is any trouble with your video marketing campaign or you need a perfect animated video for your goals, Darvideo animation studio is here to help you. Contact us at any moment!