Digital trends from 2022 to 2023
Written by Merle Andringa
Digital Marketing & Design
2023 has begun, which makes it a good moment to look back at last year's digital trends and what the expectations are for the coming year.
5 digital marketing trends of 2022
We have picked out 5 digital trends from 2022 and listed them for you:
- Snippets
A snippet is an excerpt or short description of a longer text, used to give an impression of the full version. These snippets are often shown in the special section at the top of Google's search results and can be put to good use in an SEO strategy. Snippets already played an important role in 2021, and in 2022 they were shown more and more often. They are expected to be rolled out even further in 2023.
- Influencer marketing
Using influencers for marketing activities is widely done by companies. On social media, influencers create trust, purchases and loyalty, and they can reach a specific target audience. Besides influencers with millions of followers, there are now also so-called micro-influencers. Micro-influencers are usually influencers with a few thousand followers. They are particularly attractive to small businesses because they are often cheaper, yet can still reach a very specific target audience. Of course, content marketing and social media also play a major role here.
- Video marketing
The use of video in the online advertising world just keeps growing. Google earns most of its money from search ads, but revenue from video ads on Google is increasing more and more. Besides the growing number of users watching videos through Google, platforms such as TikTok, where video is all there is, also keep gaining users. For companies, TikTok is becoming an increasingly common platform for video ads, and it is especially popular among young people. For older audiences, Facebook remains an interesting platform for video ads.
- Podcasts
Research shows that there are 18,187 podcasts in the Netherlands. The number of podcast listeners keeps growing: in 2022, 49% of all Dutch people over the age of 16 listened to podcasts. Podcasts were also increasingly used for advertising and other marketing activities. What will 2023 look like?
- Transparency and trust building
Every consumer thinks it is important for a company to be transparent, and at the same time consumers have become increasingly critical. Everything is put under a magnifying glass before, for example, a purchase takes place. The more transparent a company is, the more trust it can build with its target audience. Authenticity and privacy have become more and more important and will continue to expand.
5 digital trends for 2023
We are carrying a number of the 2022 trends over into 2023, but they will play a bigger role in digital marketing.
- Artificial Intelligence (AI) and Augmented Reality (AR)
Artificial Intelligence (AI) and Augmented Reality (AR) will play an even more important role in 2023, and not just for tech enthusiasts but for everyone.
Because of developments in AI and AR, consumers are showing growing interest in intelligent and interactive digital marketing methods. Consumers increasingly want to be helped in a more personal, efficient and faster way. AI and AR can help with this. One example is consumers who can shop using AR and, in this way, can already see a product in their interior, for instance.
- Blockchain technology
Blockchain technology will also advance considerably in 2023 as companies create more decentralised products and services. At the moment, for example, we store everything in the cloud. If everyone decentralised their data storage and encrypted that data using blockchain, our information would not only be more secure, but we would also have innovative ways to access and analyse it. Ultimately, non-fungible tokens could be the keys to interacting with many of the digital products and services you buy, or they could represent contracts you enter into with other parties.
- Content marketing
The concept of content marketing has of course been around for a while, but it is something that is constantly subject to change. Content marketing is a term for creating and distributing relevant and useful content – such as social media images, blogs and videos – to existing and potential customers. This is done to reach a specific target audience or to attract potential customers. Content marketing is part of the digital developments that will take place in 2023 because more and more buyers are looking online for relevant information through an ever-growing number of channels. In this way, customers keep encountering different forms of content on different platforms. Content marketing is one of the fastest-changing parts of digital marketing.
- Storytelling
Besides content marketing, we can also take storytelling with us into 2023. Two elements that are important for powerful storytelling are scientific and numerical substantiation. In storytelling, it is important that personal, sensitive and vulnerable content is supported by hard figures and/or facts. To tell a good story, you say concretely what you did and what it delivered for the customer, along with proof. Storytelling appeals to emotion, while the proof will be the deciding factor. Definitely something to keep working on!
- Short videos remain dominant
Video is the perfect means of telling a visual story. Since TikTok was the most downloaded app of 2021, the number of users on this platform has kept rising. In addition, the number of users of Instagram Reels and YouTube Shorts has also grown, and these videos are watched more than still images. In short, a video marketing strategy is also something you need to be working on, and we can call it a digital trend of 2023!
Would you like to know what we can do for you in these digital developments? Feel free to contact us.