Audience Expectations Of Greater TransparencyĢ023 will be the year of transparency.A defining moment in business gives social media marketers the opportunity to cement their worth Having a strategy that not only fully embraces video but also finds alternative forms of communication will reach an audience in a way that feels fresh and different for 2023. The social spaces our brands occupy are becoming increasingly crowded every day, and that could cause some consumer fatigue. I see a renaissance of the written word, even as short- and long-form video gains more speed. As great leaders now have millions of people to share their thoughts with, and limited time, we will see social media presences managed via expert third-party companies, which will drive leaders to become influencers. This used to take the form of a chief of staff, business manager or communications leader. Great leaders have stellar communicators to help them share their message with wider audiences. The time is now to diversify your reach both on other social platforms and through owned media channels (a blog, a podcast, and such) to protect you from damaging your brand halo merely through your presence on a tainted social media platform. Something big will go wrong with Twitter or TikTok, or both, that will cause brands to move away from these platforms. I anticipate social media will continue to open up space for real and honest communication between marketers and audiences, and this will become the norm in our feeds. Audiences want brands to speak to their truths, and employees want to bring their own passions to the table as well. I’d like to see marketers on LinkedIn and other B2B platforms bring their whole, authentic selves to their work. More Open And Honest Communication On Social Media Tom Wozniak, OPTIZMO Technologies, LLC 11. It will be an important time to diversify your social media strategy so that you aren’t tied to any specific platform long-term. Marketers need to be prepared to shift their focus if one or more of their key platforms shift in such a way that marketing on it becomes nonviable for a short or long period of time. Platform Changes That Have Long-Term Impactsĭisruption and change are both coming to social media in 2023. This means that marketers who want to reach consumers need to focus on their video, influencer, community and user-generated content strategies to increase reach across platforms.
They are increasing their focus on video content and adding more content discovery opportunities. More Companies Exploring TikTokĬonsumer-facing social media companies are chasing TikTok. Jeanniey Walden, LiftOff Enterprises 9. This means you need to find a way into the hearts and minds of your target audience to ensure your brand message is seen consistently. With more than ten active social media channels, it can be hard to get your message to the right person at the right time. Social Media SaturationĢ023 is going to be the year of social saturation. Moreover, for repetitive marketing tasks (SEO optimization, for example), AI provides a better cost-benefit ratio to clients than agencies can-it’s not as good, but it’s cheaper and faster. Consumers are looking for structured information in these emerging platforms and are also providing material data. I see a very rapid growth of open-source AI platforms, which marketers will need to quickly get into. If you haven’t already, start your business account on the right platforms now, and make sure your marketing teams are equipped to create high-quality short videos.
Be prepared for even more bite-sized content trends in 2023. We’ve all seen the success of TikTok and YouTube Shorts. Attention spans are getting shorter and so should your online content.
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Optimize your local digital visibility through business profiles on sites such as Google to increase your chances of appearing in more local searches, and promote special offers via free posting capabilities. Marketers looking to reach an engaged audience cost-effectively should take advantage of the rise in local search. With a softening market, CMOs will once again need to do more with less in 2023. Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies.
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