Exciting digital marketing trends for 2023

Exciting digital marketing trends for 2023

Sophia here, a digital marketing professional. I recently switched from being a Creative Solution Partner at the fantastic Smartly.io to joining forces with the dynamic startup Shook Digital to create scalable short video production for TikTok.

I am eager to share my thoughts on the most exciting digital marketing trends for 2023, as the scene is getting a shake-up! We're talking about the rise of creators, the mind-blowing impact of AI-generated content, and the storytelling magic of short-form videos.

The rise of creators - UGC (user-generated content) 

It's time to be real! UGC (user-generated content) is where the brand's users do the talking. This trend speaks for the desire for authenticity in advertising. Going away from polished and staged testimonials to the importance of honesty and real-life experiences in advertising.

Consumers want raw, unrefined, authentic content that showcases the real experiences of others. There's no better endorsement than a happy customer vouching for your product.

Generative AI

The introduction of Chat GPT into the market has been nothing short of mind-blowing. AI is changing how the digital marketing industry operates, and I am excited to see what the future holds with the advent of GPT-4.

With carefully formulated prompts, AI can help develop target messaging or ease the process of content planning. Use cases are endless, making it an invaluable tool for any marketing team.

But important to remember AI is not here to replace marketing departments. I instead treat it as a highly-skilled assistant. The precision of the generated text can vary, and sometimes generated text may contain inaccuracies, so it's crucial to carefully check and verify the output before using it. Nevertheless, AI can still be highly effective for generating ideas, organizing information, and shaping thoughts. It even helped me to polish this blog :)

Story-driven short-form videos:

The rise of short-form video content is a trend that is here to stay. Consumers demand more concise and engaging content, and platforms deliver TikTok, Instagram Reels, to YouTube Shorts.

With shorter attention spans, brands need to master the art of delivering clear and simple messages in a captivating, emotional way. But no matter the platform, the power of storytelling can't be ignored. After all, human decisions are often driven by emotions, and storytelling allows you to communicate your messages in a highly memorable and impactful way. Using story-driven videos, you can differentiate and reveal the human side of your brand (think of it in combination with UGC).

TikTok, as the pioneer of short-form videos, is setting the trend. And despite its buzz, I still consider TikTok one of the most underutilized social platforms. With the lowest CPMs across all social media channels, brands have yet to discover TikTok's potential, bringing a lift in brand awareness and conversions.

I believe that brands that embrace authenticity, leverage AI, and master the art of storytelling will have a competitive advantage in the coming years. 

‍

‍