Digital agency Socialeyez picked out pivotal trends that will help brands to connect more effectively with their audience in 2023. In the report, Socialeyez has identified mixed reality, content mix and user generated content (UGC) as some of the tools that will be essential for successful digital engagement this year.
1. Mixed reality
With the arrival of Web3 and the proliferation of new technology in 2023, mixed reality will continue to increase its presence on social platforms. With 67 per cent Of Gen Z users feeling avatars better reflect diverse body types, clothing, and skin tones and 41 percent of Gen Z finding it easier to be themselves online than in person, understanding the relationship between reality and the virtual world, therefore, will be a valuable skill for brands to master.
2. Content mix: storytelling, community and authenticity
Content mix is an essential tactic for brands to successfully engage and cultivate followers through the transmission of fresh, exciting material. Whether it be text, image, video or live content, brands must identify channels that have been most effective for them.
3. Searching for the ‘feels’
40 percent of 18-24-year-olds searching video results on TikTok, YouTube and Instagram over Google. By searching through conversation, the younger generation are attracted to content that generates an emotional response rather than a precise search result.
4. The power of authenticity
88 per cent of consumers say authenticity is important to them while trusting a brand on social media user generated content, while 64 per cent said that they will stop associating with the brand if it does not align with personal values. (UGC) creators are enjoying a surge in popularity, as brands prioritise authenticity instead of believability to engender feelings of honesty around their product or service. Crafting a genuine experience for a brand is powering this evolution of creator partnerships.
5. Authentic advertising
The final trend highlighted by Socialeyez is a refinement of authentic advertising, especially as marketing budgets shrink in 2023. Socialeyez’s report says 63 per cent of Consumers remembers stories as opposed to 5 per cent that remember statistics, according to authors & researchers, Dan & Heath. With mindful content at its core, advertising that sharpens its strategy and performance will efficiently hit the target for brands this year.
As budgets get tighter, advertising will be more efficient and focused on strategy and performance. But that doesn’t mean you have to sacrifice authenticity. By using mindful content and focusing on storytelling, brands can create ads that feel more like a conversation than a sales pitch.
