It feels like every day brings with it a new TikTok trend or a new filter to use to generate more shares and a greater number of likes from followers of all ages and from all walks of life. Getting ahead of these trends is, for the most part, near impossible. There is simply no way to know which audio clip will rise to Tik Tok fame next, or which platform will be next to hit the headlines with a blunder or new update that outrages thousands of followers.

Having said that, what we do have control over as modern businesses, is which digital marketing touch-points we choose to use, which content styles we feel work best for our audience, and what we do to nurture followers and continue to entice and convert browsers into buyers or clients.

So, as we say goodbye to 2022 and hello to another year, here is your annual round-up of all the digital marketing trends that we believe will rise to the top of your to-do list for 2023 – so that you can get ahead, do your research, and create a strategy for engaging the trends that suit your brand and your target audience.

1. Content will become more empathetic and engaging

This is something that many businesses have been doing from the start, but it seems like as 2023 dawns, Google is finally on our side – prioritising and showing a preference for content which offers a human touch. This renewed focus on engaging and empathetic content demonstrates an understanding of the subject matter and is designed to add real value in the mind of the reader – replacing the keyword-stuffed content which has become far too common over the last few years.

Some of the best ways to integrate this trend into your digital marketing plans for 2023 include:

• Working with an external copywriter who is skilled in creating content that engages, informs, entertains, and inspires
• Start every piece of content with a question – why are you writing it, and what will the end reader want to learn from that content?
• Don’t be afraid to adapt keywords for the content, rather than stuffing sentences with phrases that don’t make sense

And while we’re on the subject of content…

2. Video content will continue to thrive

With TikTok dominating the social world and becoming one of the fastest growing platforms ever, it follows that video content will continue to drive the social marketplace in 2023. With social media platforms all now supporting and encouraging video content, for brands this offers an opportunity to get on board with trends and introduce the people behind the products – tapping into the idea of customers relating most with people rather than mission statements and brand values.

If TikTok isn’t your thing, Instagram Reels are also enjoying a huge spike in popularity and demand, with live streaming another form of video content which is becoming increasingly popular.

3. Brands will need to recognise the value of different platforms

Some brands do this already to great effect – others not so much. The point is, different marketing platforms and channels appeal to different audience groups – which should, in turn, not only alter the way the content is shared but also its tone and style.

Now, that’s not to say that every single share has to be completely rewritten for every single social platform and marketing channel you use – that would take too much time. However, recognising the value of the different digital platforms that you use will help you to tailor the content and ensure that it is relevant to each audience (a great example being not linking in an Instagram caption which is famously un-clickable).

4. User-generated content will thrive

Influencer marketing is big business – but so is user-generated content, and the idea that content created by your customers is, in itself, a form of natural influencer marketing.

When you use and share content that has been created by your genuine customers, you create a level of digital marketing which is entirely authentic and natural, and which puts the spotlight on the quality of your products or services through the eyes of your core audience.

It is, in short, an engaging way of sharing testimonials and reviews – and can do wonders for an online campaign.

Keep ahead of top digital marketing trends in 2023

If you’re starting to create your strategy for the year ahead, taking note of these and other rising trends will help you to stay ahead of the curve and continue to produce and share content which engages, inspires, and ultimately converts.

For more information and for hands-on support with your digital marketing strategies and campaigns, reach out to our team directly.