Brands taking a stand when it comes to their values is nothing new. But putting their impact strategy at the forefront of their digital marketing strategy reflects a shift in how brands are framing themselves in response to global events.
And we’re not just talking about reacting to disasters or socio-political events. Consumers want brands who take the initiative authentically and mindfully; who center themselves around the values and morals they stand for. In terms of digital marketing, embedding social causes into your brand’s overarching mission isn’t a ‘trend’ as such, but a natural effect of what it means to be a values-led brand in today’s world. Your social content, your graphics, your email topics—it all needs to be influenced by, and feed back into, your social impact strategy.
Gen Z isn’t just the ‘next generation’ of consumers. They’re the current generation, with $143 billion in purchasing power under their belt, they made up over 40% of US consumers in 2021.
On top of their impressive power as consumers, Gen Zers are trail-blazing how we view and interact with brands, largely through youth-dominated platforms like TikTok. Seeing through traditional marketing ploys, they choose to connect only with the brands that truly appeal to their interests and the way they communicate. Gen Zers want companies to be honest, transparent, down-to-earth, and authentic.
An increasing trend with younger generations is that they don’t like to feel like they’re being sold a product, they want it to be more experiential or imaginative. They like short-form video content with eye-catching visuals so softer, video-based campaigns that appeal to their values are the way to go if you’re looking to attract this market. Frame your brand identity around their tastes. For instance, studies show that in an often scary world, Gen Z find hope, motivation and togetherness in bright colors.
It’s not just Gen Z who are looking to connect with brands on a deeper level. Given the most recent world events, almost everyone is seeking light relief in their everyday lives—including how they align with brands.
Creating digital content that offers a true, humanlike personality complete with humor, vulnerability, honesty, and everything else we seek in our interpersonal relationships is one of the best ways to build brand loyalty in 2023. One effective way to create these bonds is by featuring characters or mascots throughout your digital marketing, whether we’re talking video, email or app designs.
Of course, the personas need to feel relevant and authentic to your brand as a whole. A fun and friendly face that target customers can relate to is a great way to create loyalty through your digital marketing.
It’s hard to overstate the impact that TikTok is having on the world of digital marketing. But one of the more novel effects that it’s had on the scene is the rise of audio-first content. This, particularly, has been born from TikTok’s positioning as not just a social platform for video, but for audio-based content of all kinds.
With 90% of users considering sound to be a vital part of the platform’s experience, they are eight times more likely to recall branded content when distinctive sounds are used. Being audio-first as a digital marketing strategy is driving loads of ads we’re seeing online, including how-to’s, product highlights and teasers, behind-the-scenes snapshots, and more.
What’s more, an impressive 81% of podcast listeners take action after hearing audio ads on their favorite shows. This ‘action’ could be following up on what they heard with online research, liking the brand on socials, and/or discussing what they’ve heard with those around them. Allowing the podcast hosts themselves to record the ad makes the content feel incredibly genuine to listeners.
This is because audio-first content can really help promote authenticity in advertising. Whether it’s on a podcast or TikTok, hearing the comforting tone and voice of your audience’s favorite influencer as they describe your product means the audience will be more likely to believe in it and trust you as a brand.
In 2019, British start-up AI Music launched the first sympaphonic ad, meaning they used a ‘shapeshifting’ technology to allow users to remix songs using artificial intelligence. In other words, the technology automatically adjusted the digital advert’s backing music to match whatever the user was currently listening to.
It might sound like a fad, but Dunkin’ Donuts used this technology back in 2021 and their results were pretty monumental. They recorded a 238% increased engagement when compared to the non-personalized advertising featured in their other campaigns.
The beauty of sympaphonic advertising means that you as the brand doesn’t pick just one backing track for your content that all your users will experience. Instead, you tailor it to fit exactly what the individual wants to hear at the time the ad is played to them. Incredibly personal, this trend is surely the VIP section of digital marketing.
And since it’s proven that using music in adverts increases recall and purchase intent, the only thing better than finding the perfect song for your ad is allowing the ad itself to select a track that will resonate perfectly with your listener.
So, once you get past the confusing name and futuristic techiness of it all, one thing remains true: this works. In fact, studies have shown that audio-only content can actually have a stronger emotional impact on listeners than video, causing increased changes in heart rate and body temperature.
Speaking of immersing consumers into ads, exploring audio visual (AV) technology with your digital marketing strategy is becoming a key feature. In a sea of static imagery online, branded visuals that engage with multiple sense create a more memorable, impressive experience for the user. As the brand, you can enjoy being noticed and nurturing brand loyalty with consumers who actually look forward to seeing your content.
So how do you incoporate AV technology into digital marketing content? With increasingly sophisticated technologies known to be becoming more accessible, consumer’s expectations are heightening. So it’s becoming more common for brands to go the extra mile for key products or limited edition collaborations.
This means creating immersive, intricate and interactive mini-sites that users can have fun with. They often include gamification, meaning that designers reward the user as they navigate around the site and reach specific goals or CTAs. As we move into 2023, it’s not enough to rely on static digital marketing anymore.
Influencer marketing might not sound like anything new. But the way brands invest in and work with influencers to reach their audiences is in constant flux. In 2023 we’re expecting to see a shift away from the classically aspirational influencer.
TikTok (yep, it’s coming up again!) has altered the way social media users view one another, giving anyone a platform to amass huge followings (read: influence) without the need for perfectly curated feeds on Instagram or constant long-form content creation like on YouTube. Now, they’re seeing through the highly-paid ads by celebs and high-profile influencers, and are turning away in favor of more legitimate, trustworthy sources: each other.
So in 2023, we’re predicting a drop in expensive celebrity endorsements and a rise in the ranks for TikTok’s micro-influencers. Brands are learning that even users with the smallest followings can have the biggest impact. As long as their content is fully aligned with your brand, their followers will trust their content and take action.
Quick, real-time content is the future and for brands working with the influencers that have nailed the genre, they’ll be able to reap the benefits of connected audiences that trust the people they follow on social far more than they trust brands, or even their friends. Finding and connecting with the right influencer for your brand is still a big move for digital marketing in 2023. But what’s more important will be the content you create together: from TikTok dances to livestream shopping videos to TikTok takeovers, there are plenty of ways brands can harness the power of micro-influencers to help them get noticed.
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