27January

2023, a new year with new opportunities and challenges. A year to let a fresh wind blow through your content marketing plans, with the right new trends in the back of your mind. Our CEO and managing partner Michel Libens looks ahead and selected 4 trends that will help define 2023.

2023 will be a year of less, but better.

Michel Libens - CEO & managing partner of Propaganda

1. Cut the crap, be authentic

There was a time when consumers felt companies had to communicate super professionally and formally. By 2023, this is out of style. Especially after the COVID pandemic, consumers want fewer barriers in their relationship and communication with their loved brands. Care is core. Avoid too clean corporate-oriented or too detached material. Make sure your content creates a connection with your target audience above all else. Be honest, diverse, and as authentic as possible. Invest in community management to strengthen this bond and engage in conversation with your consumers. Helpful telling replaces cold selling.

2. The shorter, the better

Short video is king! The average user watches +/- 19 hours of video content each week*. But video is not a new trend. What is new is to keep it short. TikTok, Instagram Reels, and YouTube Shorts have been popular media for brands for some time. And the further decreasing attention span of consumers reinforces this even more. Short video, meanwhile, accounts for 80% of all mobile data traffic. Viewers are especially looking for short videos that get straight to the point. By 2023, brands should consider limiting the length of their video content to max 10 minutes (and that is already a lot) or even less if we talk about a vlog on YouTube. For Instagram, LinkedIn, and Facebook, it is best to take a cue from TikTok and limit your videos to less than a minute. Filming a longer video and chopping it into short, bite-sized pieces that you can spread out over several moments is usually a good idea. This gives more momentum with the same amount of material.

3. You heard it here first

Whenever possible, cater to your target audience yourself with your content. Whether you are an individual or a business, you have less and less control over who gets to see your content on Facebook or Instagram. The algorithm has shifted from who you follow to what you like. Following a channel is no longer a guarantee for consumers to see your content. Pull the rent-to-own card and commit to growing your own database. With your own database, you choose who gets your newsletter and when, and you choose which content pieces you present to whom #segmentation. Don't be owned, own yourself!

4. Interaction leads to conversion

Put more effort into interactive content marketing. It is an excellent way to make your audience feel engaged and certainly to stand out from the rest. With interactive content such as eBooks, reports, how-to-guides, white papers, or infographics, you attract the attention of your target audience and keep them on your channel or web page longer. Interactive content also attracts more new and returning visitors who can give you valuable insights. And these in turn can provide more targeted content and leads. The quality of your content also determines your success. 'Less, but better' will therefore become a super mantra in 2023.

*Source: Video Marketing Statistics | New Data For 2023. (z.d.). Wyzowl. https://www.wyzowl.com/video-marketing-statistics

Do you also want strong content marketing for your product or company?

Do not hesitate to send an email to fabio.gilio@propaganda-group.be.