The new year brings many new opportunities for your business, and social media should definitely be on your radar. From YouTube to TikTok to Snapchat, we’re discussing our predictions for 2023 and what you need to do to make the most of the trends.
- Scrap long-form: Short-form is where it’s at
We’re on the go more than ever, meaning we need our content fix fast. We expect that LinkedIn, YouTube and Snapchat will be prioritising short-form content this year. If you want to grow your following and raise brand awareness, it’s time to make short, shareable content.
We recommend that you:
- Build out a strategic content plan; covering key dates in your marketing calendar
- Analyse and understand your audience – are their interests the same as they were in 2022?
- Research what content your audience is engaging with and use this as a springboard for your own strategy
- Evolve with your audience
Did you know – 40% of people on TikTok are over 30 years old? Social platforms are evolving with their audience, so your brand should be doing the same. Forget what you think you know about social media and the stereotypical audiences found on those platforms and start delving into the facts: we’re talking about data.
This year, focus on gathering more first-party data than ever before. To do this, you’ll need an integrated analytics dashboard – we recommend Google Analytics 4. And you’ll also want to keep an eye on your audience, which you can do via the data visualisation tool, Looker Studio.
- Be authentic, not curated
We all know authenticity is key to building trust with your audience, and until now, it’s mainly been achieved through influencers and ambassadors. But now, amid the rising popularity of TikTok, Instagram and LinkedIn are turning to documenting rather than curating.
People need to see real people to resonate with brands. It’s time to put your face in front of the camera and be true to you – a benefit, as uncurated content will save you money on big production costs. It’s win-win, really.
Talk to us about a full content strategy; we’ve worked with numerous brands to redefine their why and create content that engages with their audiences, however niche.
- Level up your SEO game
With algorithms driving content visibility on social media, people often forget about the power of SEO. This year, we predict that SEO will be more crucial than ever, particularly on TikTok, as character counts increase from 200 to 2,200 – giving you more power of influence over the algorithm to push your content to your audience.
SEO, from on-page to off-page, is a crucial part of marketing. If you don’t already have an SEO strategy, or are unsure how your website is ranking, then it’s time to talk to us. We can provide an audit and suggest recommendations to improve your SEO going forward.
- Don’t put your eggs in one (social media) basket
While it might seem that social media platforms are losing their uniqueness and merging into one, with similar features being added to each, we don’t recommend sticking to one platform.
There are still some features that make using a wide media mix beneficial to brands, such as Meta’s Advantage+ shopping campaigns, which could be a viable option for brands looking to reach new audiences without large amounts of first-party data. Snapchat’s AR filters also provide opportunities for brands to experiment with unique ad types to engage audiences.
- Diversify your ad types
It’s no longer enough to simply use image ads in your advertising strategy. We recommend testing out AR ads, video ads, click-to-message ads and 3D ads if you want to keep up with the top social media trends of 2023, while keeping your content native.
We suggest adopting a test-and-learn approach so you can monitor which platform helps you to best achieve your business goals. At Arke, we’ve got a meticulously tried-and-tested approach to advertising to help brands make the most of their budget – talk to us if you want to find out more.
- Integrate to make the most of your media mix
It’s key that your advertising channels integrate seamlessly with your conversion touchpoint – especially your website. This isn’t just relevant for e-commerce brands; it’s also essential for charities trying to increase donations, tech companies trying to get more people to sign up for demos, etc. The list goes on!
Our recent Black Friday campaign with Shay & Blue saw us integrate the first touchpoint to the last, taking the consumer from advert to website, to making a purchase and then exploring the site further. This resulted in a record-breaking period of online trading for our client.
If you would like further advice on your marketing strategy this year, get in touch. We’re a multi-award-winning agency that provides a range of services, including paid advertising, digital, creative and consultancy. You can check out our full range of services here.
