2023 Creative Marketing: 5 Trends to Watch
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If you’re like us, you’ve probably spent the past several weeks repeating the refrain: “Can you BELIEVE it’s almost 2023?!” Believe it or not, the new year is upon us. And with it, a new season of planning.
Marketing planning, that is.
So, what better time to dive into the creative trends dominating the industry?
5 creative marketing trends to watch (and jump on!) in 2023
We’ve compiled a list of 5 creative marketing trends you’ll want to keep an eye on in the coming year:
Short content means make every moment count
For customer engagement, DMs are open
Brands are providing outlets for escape
Values are front and center in content
Influencers gonna influence (when it’s authentic)
And since we know you want to do more than just watch the trends, we’ve also included tips and ideas for how you can start implementing them in your marketing strategy.
Let’s dive in!
1) Short content means make every moment count
It’s not just you – time, attention, energy, and budgets are tight for everyone these days. Consumers and brands alike.
And we’re seeing that reflected in the types of content people are engaging with most. According to HubSpot’s latest report, short video content is the most popular trend among marketers right now, ranked as the most effective tactic and the one with the highest ROI.
Apps like TikTok and Instagram Reels have taken off in the past couple years, and brands have taken note. Especially on social platforms like these, short video content has proven to be the most effective way to capture your audience’s attention and forge a real, authentic connection.
But it’s not just about the videos. Current marketing copy and design trends are also reflecting consumers’ fleeting attention, and the need to get to the heart of things fast. Successful brands are those that can get their message across quickly and effectively.
For copy, that means using simple, clear messaging on everything from social posts to packaging.
And while messaging gets simpler, design gets busier. Visual cues like icons and illustrations communicate more in the same amount of space. Expect to see more of this in 2023 layouts.
How to jump in: Invest time and money in your social content – especially when it comes to videos. New to short video content? Start by getting on the apps and watching, so you can get an understanding about what works, what doesn’t, and how your brand can get in on the action.
Take a look at your brand messaging and see if you can distill it down to its core. Can you say more using fewer words? Practice writing with stricter character counts to get used to clear, direct language.
And speaking of being direct …
2) For customer engagement, DMs are open
Direct marketing, meet direct messaging. That’s right, as younger generations continue to push brands to engage on social platforms, DMs are quickly becoming a go-to channel for branded, customer engagement. (Think of it as the next natural progression for SMS marketing.)
The private nature of DMs on an otherwise public platform means it’s an effective way to reach consumers directly, without them feeling like you’re invading their private space. (For instance, I’m more likely to give you my Instagram handle than my email address.)
As with any channel, direct messaging comes with its own set of nuances brands need to understand in order to get it right:
Keep it personal and human. Spamming messages over social media will backfire. Instead of auto-sending mass communications like you would with an email list, use this private, personal channel to humanize your brand. Talk in a human voice, and personalize whenever possible.
Stay concise, direct, and to-the-point. DM’s aren’t a place for long preambles. Here, it’s all about efficiency.
How to jump in: If you haven’t already, consider implementing a social strategy that allows customers to reach you directly via DM. Identify opportunities to reach out to key customers directly, including influencers or those producing good user-generated content (UGC).
3) Brands are providing outlets for escape
From vintage and retro design trends to kitschy mascots to bold humor, more and more brands are moving away from realism, and instead offering consumers little moments of escape. Escape from everyday stress, an ever-serious news cycle, or even the Sunday Scaries.
While consumers want companies and brands to stand for something (more on that next), they’re also gravitating towards things that make them smile.
You see it in the hugely popular trend of era-evoking visuals. Board games going back to their original packaging design to elicit feelings of nostalgia. Or the sudden influx of loud, bright, 90s-style illustrations.
How to jump in: Identify how your brand can provide moments of joy, levity, or even escape for your customers. Don’t shy away from humor (if it’s appropriate and authentic to you). Consider creating mascots or illustrated characters to feature in your visual content, adding just one more level of fun and personality into your work.
4) Values are front and center in content
Of course, keeping things light doesn’t mean being frivolous. In fact, the push for mission-driven branding is as strong as ever. Gen Z is driving more and more market trends, and they are steadfast in their desire to support brands that stand for something.
And it’s not just about reacting to crises or global issues as they enter the news cycle.
Consumers reward brands that take initiative and put their values front and center. Brands that “center themselves around the values and morals they stand for.”
How to jump in: Connect with your brand’s core values, and make sure everything from the copy you write to the influencers you work with is aligned with your mission.
5) Influencers gonna influence (when it’s authentic)
When it comes to which marketing trends drive the highest ROI, influencer marketing came in at #2 in HubSpot’s report (after short video content). And it’s only expected to see more growth in 2023.
Gen Z’s push for authenticity – and their keen ability to sniff out B.S. – has led to a drop in polished, celebrity endorsements and a rise in influencer marketing.
Influencers’ opinions and content carry a lot of weight, offering candid reviews of products, services and brands themselves. They give consumers confidence, adding a sense of legitimacy to a brand’s reputation, even when it’s a paid partnership.
And big influence doesn’t have to depend on big followings. Micro-influencers are proving to be just as effective – if not more so, for some brands. Expect to see a push for these smaller, more targeted social campaigns and partnerships in the coming year.
How to jump in: Since the key here is authenticity, start with research. Do your due diligence to find opportunities to connect with influencers that make sense for you. What are your competitors doing? Who is your audience following? Dig into their profile and ensure their content is aligned with your values.
Goodbye 2022, hello 2023!
Ready to reevaluate your 2023 marketing strategy? We can help!
We work with companies of all sizes to develop brand strategies, social content, and beautiful visuals that drive engagement. Reach out and let’s see what we can build together.
