-> E-commerce via social media
Nothing new, but potentially becoming the norm.
As Instagram and Facebook have their own shopping features, TikTok is also testing a new e-commerce capability.
Research shows that Gen Z and Millennials enjoy discovering new products via social media. This may see a more considered focus on using social media platforms as a shopping destination.
-> Influencer / content creators
Brand posts still have their value. But respected influencers / content creators using your product or service will build credit and assurance with their communities.
Something worth bringing into your marketing activity for the new year - even if budget only permits working with a handful of micro influencers. You’ll still reap the benefits!
-> Web3 and decentralisation
“Meet your audience where they’re at.” It's still early days within Web3, but it's one to keep an eye on.
The decentralisation aspect is a big factor, with platforms such as Mastodon increasing in popularity.
And if you're targeting younger audiences, you're more than likely to find them in the Metaverse. With some analysts predicting that the metaverse will grow into an $800bn market by 2024.
-> Authenticity / integrity
People are becoming more and more conscious about who they buy from, meaning authenticity as a brand that genuinely cares about its customers, and integrity that it stays true to its word are both vital.
Something which nicely leads onto…
-> Purpose-driven brand messaging
From environmental responsibility to sustainable practices - the effect on the planet cannot be an afterthought.
Change for a better future is a necessity. And greenwashing isn’t going to cut the mustard.
Customers are becoming more aware of their buying power, demanding practical evidence of proper, positive impact and an environmentally friendly approach to business.
-> Short form (vertical) video
With YouTube Shorts now seeing 1.5 billion monthly active users and more than 30 billion daily views, it’s clear that short form videos (usually 10-60 seconds) are what people want to be digesting - jumping straight into the action.
And we mustn't forget TikTok in this category…
-> More brands to take on TikTok
TikTok is slowly seeing more and more businesses appear on the platform. It used to be thought of as the place for viral dancing videos - now it’s being the go-to page for entertaining and educational content.
From top tips, how tos and reactive content, to ‘day in the life of’ skits and brand mascots, such as Duo the Duolingo owl - TikTok is absolutely a place worth exploring and testing content in 2023 if you’ve not already integrated the channel into your social media strategy.