In 2023, 51% of B2C marketers plan to increase budgets, prioritizing short-form video, influencer marketing trends, and audio content to drive brand awareness and revenue growth.
Short-Form Video Becomes a Top Priority for B2C Marketers
Short-form video continues to dominate as a key marketing strategy for B2C brands in 2023. Platforms like TikTok, Instagram Reels, and YouTube Shorts have solidified this format as a go-to for engaging audiences. A 2022 survey of 1,067 global marketing professionals reveals that short-form video delivered the second-highest return on investment (ROI) for B2C marketers in 2021, trailing only influencer marketing.
This year, 33% of B2C marketers are already investing in short-form content, while another third plan to adopt it for the first time. The trend’s popularity stems from its integration into social media, which leads marketing investments for businesses. With 49% of B2C brands aiming to boost brand awareness and 44% focusing on product advertising, short-form video offers a powerful way to achieve these goals through high engagement and visual storytelling.
Influencer Marketing Remains a Key Revenue Driver
Influencer marketing holds strong as a vital strategy for B2C brands, with 61% of marketers planning to leverage it in 2023. The survey ranks it as the third-most prioritized trend, behind short-form video and inbound marketing.
In 2021, 11% of B2C marketers identified influencer marketing as their top ROI driver among 27 tactics, highlighting its effectiveness in building trust and driving conversions. While brands have traditionally partnered with high-profile influencers, emerging data suggests micro-influencers (those with under 100,000 followers) may offer better engagement.
This shift could redefine how brands approach partnerships, focusing on authenticity and niche audiences to maximize impact in a competitive digital landscape.
Audio Content Gains Traction Among B2C Marketers
Audio content is emerging as a significant trend for B2C marketers, offering a fresh way to connect with audiences. The survey shows that 19.1% of B2C marketers currently use podcasts or other audio formats, and among them, 37.4% find it one of their most effective strategies.
Looking ahead, 43% of B2C marketers plan to increase their podcast investments in 2023, while 38.4% will maintain current levels. This growing interest reflects audio’s ability to engage consumers during multitasking moments, such as commuting or exercising.
As video remains a leader in content marketing, audio provides a complementary channel, enabling brands to build deeper connections through storytelling and thought leadership.
Social Responsibility Takes Center Stage for Brands
Social responsibility is becoming a critical focus for B2C brands as consumers demand greater transparency and accountability.
A 2020 Edelman Trust Barometer survey found that trust is a leading factor in purchasing decisions, a trend amplified by recent global events like the COVID-19 crisis and calls for social justice.
Currently, only a third of B2C marketers find social responsibility effective, but 45% plan to increase investments in 2023. This shift indicates brands are responding to consumer expectations by taking a stand on social issues.
For industries like fashion and food, where ethical practices are under scrutiny, aligning with these values will be essential to maintain customer loyalty and trust.
Inbound Marketing Strategies Continue to Drive Engagement
Inbound marketing remains a cornerstone for B2C brands, with over 80% of marketers planning to maintain or increase budgets in 2023.
This approach focuses on attracting consumers through valuable content rather than pushing messages outward, following the “Attract, Delight, Engage” model. It leverages tools like content marketing, SEO, and social media to nurture customers at every stage of their journey.
Ranking as the second-most prioritized trend after short-form video, inbound marketing helps brands meet key goals, such as increasing revenue (a priority for 43% of marketers).
Its customer-centric nature ensures long-term engagement, making it a reliable strategy for building loyalty in competitive markets.
Future Marketing Trends Impacting Business Growth
These trends will shape B2C marketing strategies in the coming years. Short-form video will likely remain dominant, especially for retail and e-commerce brands relying on visual storytelling to drive sales.
Influencer marketing will evolve toward micro-influencers, offering smaller businesses a cost-effective way to compete.
Audio content’s rise provides an opportunity for brands to engage audiences through diverse formats, while social responsibility will become non-negotiable as consumers prioritize ethical practices. Inbound marketing will continue to foster loyalty, particularly in tech and finance sectors.
Smartcom recommends that marketers invest in analytics to measure ROI and monitor consumer sentiment to ensure authenticity in their campaigns.
The 2023 B2C marketing trends highlight the need for adaptability in a dynamic digital landscape. From short-form video to social responsibility, these strategies offer brands ways to boost engagement, revenue, and trust. Marketers must stay agile to leverage these opportunities effectively.
Hopefully the information that Smartcom Agency provides above can help you gain more useful marketing knowledge. Don’t forget to visit Smartcom’s website for weekly updates.
Source: HubSpot Blog
