Unpacking 2023’s Marketing Trends: Video Content, Paid Media, and “Failed” Apps

In this episode, Emma offers a comprehensive overview of 2023 Marketing trends. Covering three main categories — overarching trends, content shifts, and the dynamics of social media apps. Emma delves into the shifts in consumer behavior, where social media has surpassed search engines as the primary source of information. She also highlights the ongoing impact of TikTok on e-commerce and the importance of video content.  Emma explores content-specific shifts, including the preference for authentic iPhone-shot content, the continual evolution of the buyer’s journey, and the rising influence of micro-influencers. Whether you’re an entrepreneur, marketer, or business enthusiast, tune into this episode for a comprehensive review of the digital landscape in 2023.

Listen in as we speak about:

  • The Overarching Marketing Trends of 2023
  • TikTok Revolutionizing E-Commerce 
  • The Rise of Video Content
  • Content Trends of 2023
  • Micro-Influencers and Cross-Platform Dynamics
  • The Fate of Social Media Apps

And much, much, more!

The Overarching Marketing Trends of 2023

The overarching trend that takes center stage is the diminishing influence of search engines, as social media emerges as the new powerhouse for information retrieval. This huge shift in consumer behavior emphasizes the importance of maintaining an active presence on platforms like Instagram and TikTok. Emma draws attention to the fact that nearly 40% of Gen Z now opts for TikTok or Instagram over Google for their online searches. This showcases the transformation of social media platforms into the future of search engines, prompting businesses to recognize the need for a robust social media strategy to stay ahead in this fast-paced digital age.

TikTok Revolutionizing E-Commerce 

Emma dives into the transformative impact of TikTok Shop, a game-changer that launched in the summer of 2023. Emma sheds light on the profound influence it has had on the buying power of the platform, providing statistics that underscore the platform’s evolution into a significant e-commerce player. According to Online Dasher, 33.3% of TikTok users made purchases via the platform in 2023, marking a substantial increase from the previous year.

The launch of TikTok Shop, as Emma explains, stems from the platform’s recognition of the revenue potential in product recommendations. TikTok’s proactive approach to e-commerce positions it as a key player in the industry, making it imperative for businesses, especially product-based brands, to explore the possibilities offered by TikTok Shop. 

The Rise of Video Content

A pivotal trend in 2023 has been the rise of video content. With 91% of marketers leveraging video content and 86% attesting to its success in lead generation, Emma passionately advocates for businesses to embrace video creation. As she asserts, video content is the key to unlocking new leads on social media platforms, making it an essential component of any strategic marketing plan.

Emma dispels common concerns surrounding video creation, urging those hesitant to delve into this medium to seek assistance in bringing this content format to life. She emphasizes that the investment in creating compelling video content will undoubtedly yield significant returns. With authenticity and engagement at the forefront, video content becomes a powerful tool for brands to connect with their audience on a deeper level. The podcast serves as a rallying cry for businesses to integrate video seamlessly into their marketing strategies, aligning with the prevailing trends of 2023.

Content Trends of 2023

Emma delves into the specifics of content trends that have defined 2023. There’s been a notable shift away from professionally shot imagery and video towards more authentic iPhone-shot content this year. Drawing from her own experiences, Emma attests to the outperformance of iPhone-shot videos, emphasizing the desire for a more personal, day-to-day connection with brands.

The evolving nature of the buyer’s journey also takes center stage, with a rising trend in video content that provides glimpses into daily lives. This shift towards humanizing brands and showcasing the experiences behind products resonates with consumers seeking a more authentic connection with the businesses they support. 

Micro-Influencers and Cross-Platform Dynamics

Another notable content trend is the newfound focus on micro-influencers. This shift marks a departure from the reliance on mega influencers, with businesses recognizing the budget-friendly appeal and higher conversion rates associated with micro-influencers. As Emma emphasizes, this trend aligns with the current need to reach a broader audience without incurring exorbitant costs.

Emma rounds off the content-specific trends with a cautionary note on cross-platform content sharing. While acknowledging the convenience of cross-pollination, she advises a more selective approach, recognizing the increasing segmentation of platform algorithms and user expectations. This strategic guidance positions businesses to maximize their content’s impact by tailoring it to the unique characteristics and expectations of each platform.

The Fate of Social Media Apps

Emma wraps by exploring the fate of social media apps in 2023. The episode provides insightful evaluations of platforms like BeReal and Lemon8, citing issues of discoverability, lack of community, and curated content as contributing factors to their demise. On the other hand, she discusses the potential of Threads, owned by Meta, and predicts continued growth for Geneva, especially as it taps into the growing desire for community-driven spaces.

Connect with Ninety Five Media:



Ready to work with a strategic Social Media Marketing team? Apply to work with us here

Need Support with Your Podcast? We’ve got you covered 

Leave a Reply

Your email address will not be published. Required fields are marked *

where you’ll get social media tips + tools to uplevel your business 

Join Us on Instagram