1. Creating short, high-impact content aka Snack content

Millions of pieces of content are published on social networks every day. As individuals, we tend to favor content that enables us to quickly satisfy our immediate needs and/or quickly solve a problem we’ve encountered. This means that brands have no choice but to think up content that is both hard-hitting and easy to consume, in order to stand out from their competitors. This is where snack content comes in.

What is snack content? Also known as micro-content, it’s a marketing term used to describe short content that’s straight to the point and easy to consume. It’s often dedicated to use on social networks and mobile devices, as it fits in perfectly with the age of scrolling and infobesity. What’s more, short-form content has the potential to generate higher engagement. Indeed, it’s more likely to be liked, commented on and shared by users, as it requires less effort and time.

Now you understand the success of new short formats on social networks such as stories, tiktoks, reels, snaps or even shorts. This content is generally no longer than a minute in length, and is the most consumed by users.

2. Video, an indispensable format today

The king of content in 2023 is video.

Generally speaking, Internet users don’t like reading long texts. They’ve become increasingly lazy over time. Instead, users are drawn to graphics, images and animated visual content, as these provide more information in less time.

And in 2023, the role of video is growing all the time. And as attention spans on social networks decrease, the popularity of short videos continues to grow. You’ve probably noticed it with the rise and popularity of the TikTok social network. With this video craze, other platforms have also got in on the act, and new formats such as Instagram Reels and YouTube Shorts have seen the light of day. There’s something for everyone on every platform.

What’s more, consumers want more spontaneous, realistic content. Sometimes it’s a simple format: vertical, for example, which conveys more of the instinctive feel of a video shot on a smartphone.

3. Authentic influencer marketing

Influencer marketing enables brands to reach a wider, more engaged audience through partnerships with influencers who have already established a loyal community on social networks. These influencers have a certain authority and credibility with their audience, enabling them to recommend products or services in a more authentic and convincing way.

In 2023, the impact of nano and micro-influencers continues to grow. These are useful because they can reach certain audiences in a way that larger influencers can’t necessarily, as people often prefer the recommendations of a friend to those of a celebrity. What’s more, micro-influencers tend to be more authentic when it comes to their content and branding, which web users appreciate. Not only do these influencers maintain relationships with their followers, but they also have in-depth knowledge of the niches they target, which helps build trust with consumers.

And pay attention to transparency in your partnerships. This year, it’s becoming even more important. Consumers want to know whether the content they see is sponsored or not. Brands need to be clear about their relationship with influencers and their degree of involvement in content creation.

4. Audio marketing is gaining ground

Audio marketing is the hot new digital marketing trend of recent years. Whether via podcasts, voice assistants or audio ads, audio offers an immersive and engaging experience that resonates with consumers.

In everyday life, people are increasingly busy. Between time spent at work and time spent in transit, they have very few moments to devote to reading content. This is where audio marketing comes in. It provides access to audio content, while leaving the possibility of doing other tasks at the same time. In fact, 20-minute podcasts are the ones that work best. In fact, their duration is perfect: it corresponds exactly to the time spent preparing food, getting around on public transport, and so on.

The particular craze for podcasts has been growing for some years now. Podcasts allow stories to be told in a personal and intimate way, strengthening the relationship with the listener and establishing brand authority. It’s a valuable opportunity for companies to connect with their target audience in a deep and meaningful way. This format is particularly popular with 25-39 year-olds.

Are you ready to take the plunge? As explained above, your digital communication needs to be authentic, and what could be more authentic than a voice recording? A word of advice: avoid smooth scripts reminiscent of radio commercials, and opt instead for natural dialogue.

5. Live shopping on the rise

Live shopping is like teleshopping 2.0. This marketing technique involves organizing live sales sessions on social networks or dedicated platforms. This allows Internet users to discover products in real time and buy them instantly.

According to a McKinsey study, compared with traditional sales channels, live shopping generates a conversion rate 10 times higher. Faced with such success, Facebook and Amazon have respectively launched Shopping Direct and Amazon Live, their live shopping platforms. YouTube, Tiktok, Instagram and Twitch have also followed suit.

Live shopping has several advantages for brands. Firstly, it creates an immersive shopping experience and attracts new customers. Secondly, live shopping sessions can boost sales as they encourage customers to buy in real time, creating a sense of urgency and providing exclusive offers during the event. What’s more, live shopping events offer a very high rate of engagement, with enthusiastic viewers asking questions, commenting on content and buying products. Finally, it puts a face to their brand and makes them seem more human in the eyes of their customers.

6. Artificial intelligence for marketing

Over the years, artificial intelligence (AI) has gone from strength to strength. This technology has the potential to transform many fields, including marketing. It represents a real asset for marketers.

More and more companies are using AI-based automation to support their marketing efforts. This eliminates some of the tedious work so brands can focus on strategy, create a successful customer experience, and optimize real-time tracking of various metrics.

These technologies have also given rise to intelligent assistants and chatbots, which are now appearing on more websites than ever before. They’ve become an innovative way for brands to get in touch with their customers. Thanks to them, you can be more accessible to users and better respond to their problems and concerns. You can also use chatbots to gather information about customers and their preferences.

Artificial intelligence is also revolutionizing content creation. Natural language processing (NLP) tools are undergoing rapid development. They are capable of understanding and generating human language, while taking into account the complexity of linguistics. The latest to hit the headlines is GPT-4. This artificial intelligence program, developed by OpenAI, is a real revolution.

7. Creativity on social media more important than ever

Internet users have very short attention spans, which means that digital marketers have very little time to capture their attention. One study found that you have 2.5 seconds to capture their attention.

Social media trends have shifted towards short videos and storytelling as ways of attracting attention and keeping it. For these reasons, creativity will probably be more important than ever in 2023. We’ll see more and more videos that incorporate lots of movement or a hook to keep viewers watching.

So be creative not only in the content you create, but also in the strategies you use to keep viewers interested. Given the wide range of constantly evolving content on social networks, it’s essential to use strategies that quickly grab users’ attention and make them want to find out more.

At Sigmagency, we can help you with your content creation. We create attractive visuals that reflect your image, and integrate them into your strategy.

In conclusion

As you can see, the digital world continues to develop and diversify rapidly. Some trends are gaining strength, while others are dying out. But although different, all these trends have one thing in common: the importance of offering users a unique and memorable digital experience in order to engage them effectively and sustainably.

Sophie Mouton

Strategy & Marketing