Digital Marketing in 2023: Wrap Up and New Trends Ahead

The 2023 marketing season comes to an end, and it’s time to look back at what was happening this year. We cannot possibly cover everything in just one article (if we could, believe us, we would). But we can take one more look at the tendencies, trends, and major changes that we observed in digital marketing this year. So let’s wrap up 2023 with just a few but, in our opinion, the most noticeable, expected, and unexpected moves that the market showed us. 

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Especially this year there was a rise in AI tools that allow us now to generate content. You, probably, have seen a lot of videos on YouTube or Instagram telling you how fast and easy it is to make content using ChatGPT, or how to use other AI platforms to edit your TikTok or Reels videos. These tools truly revolutionized the way businesses and brands create content. 

Now AI-driven tools and algorithms have become sophisticated enough to assist in creating high-quality digital content: from written material, such as blog posts or product descriptions, to more complex tasks like video production and graphic design.

You may argue, though, that AI platforms are not capable of delivering a personalized message or a message that can fit the brand’s tone of voice. But knowing how to use it properly and not only writing off the prompts, you can really create something unique efficient, and personal in a very short amount of time. 

For example, if you don’t have a copywriter working for your brand, you can ask ChatGPT first to run the statistics and data analysis for you. Then, according to the results of it, ask it to create an email marketing campaign for you. And just like that, you will have the marketing copy ready to be executed. And if you go to MidJourney, you will get the banner for the campaign or social media posts. Done! Easy Breezy AI squeezy! 

Of course, AI tools cannot yet replace the human brain, creativity, and empathy, and not all companies and individuals switched their gears to ‘artificial’ ways of creating content. But for some creators and businesses out there, for those who can’t afford to have a big team working for them, AI has become a game changer and life saver. 

Social media never ceases to amaze us and always can show us how our lives, businesses, and industries change, and how these changes affect us… or don’t. So what’s up with socials this year? Let’s look at the major changes. 

Twitter aka X

The biggest news probably was Twitter becoming X. Twitter experienced notable transformations under Elon Musk's leadership, with various changes to its policies, memberships, and community. So now we have community notes, voice channels, and a premium subscription, and with updates, creators have more ways to streamline their incomes from social media and earn more. 

YouTube and Its Ads

YouTube has taken over the responsibility of managing commercial breaks. This means content creators can no longer manually add commercial breaks to their videos. YouTube's algorithm now determines the optimal placement of ads (like pre-rolls, post-rolls, skippable, or non-skippable) and their timings in videos longer than eight minutes, aiming to ensure a seamless viewing experience for users and potentially increase revenue for content creators in the long run​. 

YouTube also updated the monetization program for Shorts, which is particularly exciting for creators. It includes a revenue-sharing model where creators in the YouTube Partner Program (YPP) will be eligible to receive a share of the total ad revenue generated from Shorts. This move aims to offer a more consistent revenue stream to creators, making Shorts a more viable and appealing option for growth on the platform

Twitch and Its Newbies

 The latest update for Twitch is their new feature ‘Boost this stream’ option. With the Twitch community growing and livestreams becoming more popular, it is important to support new streamers. Viewers now can pay real money to boost their favorite streams. This feature aims to increase the visibility of smaller streams by promoting them on the Twitch front page. It's designed especially for channels with under 250 viewers, including both partners and affiliates. 

The Boost feature allows communities to buy front-page recommendations, enhancing the streamer's visibility. This move is part of Twitch's efforts to provide more growth opportunities for smaller channels and ensure a viable career for content creators on the platform​​. So if you have been thinking about going on Twitch, now might be the time to do it.

Threads on Instagram

This year Instagram introduced Threads, an app very similar to Twitter. So those who want now can share their thoughts in text rather than in stories or photos. While Instagram is all about the visuals, it might be a bit intimidating to some of us to share photos of ourselves. Threads let you share your inner workings without being exposed all the time and showing your face. Thus, it can become a perfect platform for those who want to go online and be present in the space but not completely exposed. 

Telegram

Telegram trying to adapt to new realities this year introduced the Stories feature and Boost system. The first one is very similar to Instagram’s stories and allows you to share more short-term personal content. The second one gives channels the ability to share these stories with the community by getting more boosts from followers. This way, those businesses and creators who want to nurture their community can utilize these features and build up a more loyal audience. 

In 2023, for 74% of consumers, it was important to see that the brand was doing its best to provide top-level customer service, for 69% to stay loyal to the brand it was necessary to have rewards programs going on, and for 63% coupons and discounts were the major driver of customer loyalty. 

With more and more products appearing on the market daily, more businesses started to think about not only the particular quality of the product, which is always important, but also about how to make clients come back. And how can you do it? By providing impeccable customer service and making it about them not you. 

More proactive brands began crafting responses tailored to the individual, rather than using generic, one-size-fits-all replies. This personal touch not only addressed the customer’s immediate needs but also conveyed a sense of understanding and appreciation for their unique situation. 

Instead of waiting for customers to reach out with issues or questions, brands started engaging more with them first, on Instagram polls, for example. This also included reaching out to customers who had shared their experiences online and offering assistance, appreciation, or acknowledgment. Brands used this feedback to improve products, services, and customer experiences, demonstrating their commitment to customer satisfaction.

Some also shifted their focus to creating memorable experiences for customers through social media interactions. This included surprising customers with unexpected perks, such as discounts, free products, or exclusive access to services. For example, it felt almost like a flash mob but so many communities and brands online had their 12 or 14 days of gifts/advent calendar campaings. You only needed to reply to their stories or send the code word and you would get your freebie. 

It was exciting to watch what this year had in store for us and how the market has changed during it. But 2023 just scratched the surface of all these new changes and challenges. The market never stops evolving, and it’s only up to us to either accept these changes or let the market grow without us. So we want to pick a little bit in the future and make a tiny prediction of our own. What are the next changes and trends going to be? We think it might be: 

• AR and VR in social media as applications now are extending beyond filters to more immersive social shopping experiences and interactive content​​.
• Social Media as Search Engines as platforms like TikTok and Instagram are increasingly becoming go-to sources for searches, especially among younger users. 
• Expanding of the AI tools usage
• More ethical marketing and sustainability
• Privacy and data security 

And that’s a wrap peeps. We hope you have a wonderful holiday, and have enough rest to enter the new 2024 year race with more energy and ideas as ever.