The way people explore the web and its content is changing. Indeed, users feel increasingly limited in their searches and this is due to algorithms and sponsored ads. Many prefer to turn to other visual, authentic and more collaborative content.
For this, they are turning to social networks, which offer more unexpected content.
These facts are confirmed by Google, according to Senior Vice President, Prabhakar Raghavan, nearly 40% of Generation Z prefers to search on Tiktok and Instagram instead of Google Search and Maps.
What they are looking for above all is video, tutorials, recipes, tips…
It is therefore essential in 2023 to focus on your content in order to stand out in the platforms’ search engines.
Artificial intelligence is at the centre of marketing trends in 2023.
Many software programs are now capable of writing texts, generating images from a simple sentence, etc.
Artificial intelligence is therefore becoming increasingly integrated into content creation. This can save time, energy and make your work easier.
AI is also one of the main technologies behind voice search and intelligent assistants. This has given rise to chatbots, which are now appearing on more and more websites.
In 2022, there was a real increase in influencer marketing, and the trend is expected to continue to grow in 2023.
And this year, we should see more of the “influencer customer”. The influencer client organically creates content for a brand, but unlike a content creator, they are not paid.
Influencers are briefed on the brand identity and have access to brand assets to prepare their content, which is not the case for UGC (user generated content) creators. And that’s the strength ofUGC, the more authentic it feels, the more favourable it is to the brand.
In general, Internet users do not like to read long texts on websites. Instead, they are attracted to graphics, images and animated visual content.
It is therefore ideal to integrate video content into your marketing strategy.. Make short videos your priority, as they are still the most watched and sought-after format on all platforms.
In addition to being very appealing to Internet users, short videos are highlighted by the algorithms of the various platforms. This is why you should favour this type of format to gain visibility and easily attract a large audience.
In the face of these developments, content creators and brands must reinvent themselves and think of a more original way to help consumers develop their identity and self-representation.
