5 Marketing Trends That Won’t Last In 2023 [HubSpot Research]

Some marketing trends last forever. In fact, they come and go at a rapid pace—and marketers must adapt.

Marketers review dying trends

Because marketing is always evolving, so should your marketing playbook. But if your strategy looks the same as it did years ago, it’s time to do some housekeeping.

Download Now: Free State of Marketing Report [Updated for 2022]

Here, we’ll cover five marketing trends that are losing steam and how marketers can respond.

1. Celebrity endorsement on social media.

Have you ever seen a sponsored post by a celebrity on social media and thought, “Do they really use it?”

For example, Beyond Meat’s collaboration with media personality Kim Kardashian became a viral moment in 2022, but for all the wrong reasons. after release a promotional video After Kardashian sampled one of their vegan products, viewers accused Kardashian of “fake chewing gum”, leading many to question the authenticity of her endorsement.

While celebrities provide more exposure, consumers need to trust the celebrity and believe that the endorsement is authentic. But building that trust is getting harder.

Research shows that trust in celebrity endorsements is waning. only 44% of Gen Z-ers Trusted endorsement from a celebrity or athlete. this number goes down 38% for Millennials,

unexpectedly, the same study Found that influencers are trusted more as brand spokespersons. We predict social media influencers – specifically subtle effect – will begin to dominate this place.

Micro-influencers have smaller followers than traditional celebrities, but their audiences are highly engaged. Plus, they’re seen as “everyday” people, so their audience is more likely to trust their recommendations.

Brands Catching Up: Over 56% of marketers Who invest in influencer marketing work with micro-influencers.

2. Highly Filtered Instagram Beauty.

If you’ve scrolled through Instagram lately, you can see that beauty is changing.

Gone are the days of heavily filtered photos and entire Instagram feeds. Nowadays, influencers, brands and everyday users are moving towards a more unedited look.

What is the reason for this pivot? Many users feel a sense of fatigue at the overly processed aesthetics that have dominated the platform for years. The Gen Z crowd, in particular, greatly values ​​authenticity over online appearances. It’s no surprise that they are drawn to TikTok, where raw and unfiltered content is the norm.

Brands are starting to notice this change. skincare brands shiny, For example, plays into the “anti-beauty” movement by sharing candid shots, unedited photos, and even photos of cute animals.

shiny instagram (1)While this is only a change in aesthetics, it points to a larger trend with younger consumers: They want authenticity from brands. In other words, snapshots of avocado toast and highly filtered selfies just won’t cut it. Instead, brands should figure out how to appear more accessible and relatable online.

3. Audio Chat Rooms.

Audio chat rooms – such as Clubhouse and Twitter Spaces – grew in popularity during the start of the pandemic, when many people were looking for opportunities to connect with others.

Fast forward to today, and more than a quarter (29%) Marketers are planning to stop investing in audio chat rooms in 2023.

From a marketing perspective, the biggest problem with audio chat rooms is that users prefer to talk to people – not brands. really, only 7% Gen Z consumers love audio chat rooms to discover new products.

Audio chat rooms are also losing popularity among younger audiences. Only 14% of Gen Z consumers have visited Twitter in the past three months, and 13% have visited Clubhouse. If your audience is younger, it’s worth exploring other strategies.

4. Long form videos for social media.

It’s no secret that short-form video has taken over the social media landscape this year, and it will continue to pick up steam in 2023.

In fact, according to HubSpot, short-form video will see the most growth of any trend in 2023. 2023 Marketing Strategy and Trends Report, on top of that, a staggering 96% marketers Agreed that the optimal length of a marketing video is less than 10 minutes.

Marketing Trends 2023 (1)

Of course, that doesn’t mean long-format video doesn’t have its place — or that it’s going extinct. Longer videos can convey more information about a topic, product, service or brand.

However, the challenge is to keep your videos engaging enough to capture the attention of viewers. On the other hand, short videos work well on social media because they keep pace with the fast pace of online audiences to capture their attention.

5. Marketing in the Metaverse.

marketing is about experimentation, and metaverse A new playground has emerged for marketers to explore. However, this initial enthusiasm seems to be fading.

29% of marketers plan to stop marketing in the metaverse (such as Horizon Worlds and Roblox) in 2023. Furthermore, more than a quarter (27%) are planning to stop taking advantage of VR and AR.

Although the metaverse is intriguing, it is proving difficult to execute. Equipment is expensive, hardware is inconvenient, and adoption is slow.

That said, the Metaverse is still in its infancy. As it continues to evolve, things may turn around.

back to you

Marketing is always evolving, and so should your marketing guide. As we approach 2023, it’s important to know which trends you want to take advantage of, and which ones are better left behind.

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