Top 9 marketing trends to look out for in 2023 • Balloonline

Top 9 marketing trends to look out for in 2023

As we welcome and embrace the new year it’s also the time of the year when agencies and businesses work on their marketing strategies for 2023. 

In recent years, the marketing dynamics have changed a lot, and they seem to be changing much faster. Sometimes they switch from month to month, getting harder and harder to keep up. However, here are a few marketing trends to look out for in 2023.

Top 9 marketing trends to look out for in 2023

Long-term influencer-brand relationships

We know that influencers have taken marketing by storm. They can promote anything, which makes them also sometimes unreliable. People are getting more and more skeptical about a product if an influencer promotes it. Especially if they only do it once. That is why in 2023 it’s important to build long-term relationships with influencers you want to collaborate with. Think of them as brand ambassadors rather than simple influencers. If you collaborate with them wisely, they can help you:

  • Increase brand awareness
  • Build trust and authority
  • Reach their target audience
  • Drive conversions
  • Generate leads
  • Set a new trend
  • Connect to a wider market

Griffin Thall, CEO of Pura Vida Bracelets said that the only way to win a long-term collaboration with influencers is to become their friends. People need to see that there is more than a simple brand deal, they need to see a friendship. 

Take Vitamin A (a swimwear company), for example. They collaborated with Instagram influencer Halley Elefante (@TheSaltyBlonde) on a product giveaway contest that helped promote their co-branded collection together. Her posts led to more than 500,000 impressions, a 400% boost in sales, and a 30% uptick in website traffic in the days immediately following her post about the giveaway. 


Dove also had a similar campaign with Stacey Solomon, a television personality and highly influential online content creator. To make this partnership work as hard as possible for Dove, the strategy was centered around co-creation, product conversion, and earned media. The results were incredible: 700+ UGC of unfiltered images, an engagement rate of 35%, and many others which you can read more about here.

marketing trends to look out for in 2023

Video is still king

Video-based content is becoming the central focus of social media because it can capture a viewer’s attention a lot better than photos or text posts. Not only that, but platforms like Instagram, already started to push video content a lot more than photo content. From TikToks to Reels, in 2023, marketers should use more and more bite-sized videos to drive engagement and increase brand awareness among millennials and Gen Z.

TikTok continues to evolve

We’re all familiar with TikTok by now. In just a few short years, the platform managed to become one of the biggest players in social media and that is not going to change any time soon. According to The Business of Apps, TikTok generated $4.6 billion in 2021, a 142 percent increase year-on-year with 1.8 billion monthly active users predicted by the end of 2022. So if you’re not already making the most of this platform and what it has to offer, what are you waiting for?

Customer experience is on the rise

Customers are expecting to receive a personalized experience that speaks directly to them. They value genuine interactions instead of ChatBots. They want to know that you care about their needs. Businesses and marketers should stop focusing only on campaigns, and rather offer them a whole experience with their brand. This will not only increase sales, but it will turn a one-time client into a loyal customer.

Social responsibility becomes essential

With millennials and gen-z being the top consumers at this moment in time, brands should prioritize social responsibility by balancing their money-making initiatives with socially beneficial practices. According to a study done by Nielsen, 66% of consumers are willing to pay more for goods from brands that demonstrate social commitment.

Here are some examples of how you can practice social responsibility too:

  • Promoting recyclable packaging
  • Promotions that spread awareness of societal issues
  • Directing portions of profits to charity
  • Having company-sponsored community services or activities
  • Advocating for social justice

Consumer privacy is vital

Privacy and security have become vital for people in recent years, especially with all the latest controversies. Today, companies are developing new systems to ensure customers feel secure when providing their personal information. You might say that this isn’t exactly a marketing trend and you’d be right. However, increased data security allows customers to sign up for services or demos without worrying about data leaks or identity theft.

Balancing your content is important

This has been or it should’ve been a trend for quite some time. As a business or a marketer, you should find the perfect balance between selling and offering value. It’s not just about selling and putting out content at all costs anymore. It’s about providing value to prospective customers.

marketing trends to look out for in 2023

Podcasting is getting big

Twenty-six percent of content creators use podcasts to reach their audiences. This is a more niche approach than social media for example, but it has potential. This is mainly because you can build thought leadership, develop niche expertise, and create more intimate customer connections. Creating partnerships with podcasters or having your own podcast can help you establish a competitive edge in your market and enhance your business results.

Budgeting will be more important than ever

In a previous article we talked about how you can recession-proof your business and budgeting was a key point in it. It is still as valid for 2023 trends. So what does this mean? It means that you should return to your basics and engage with your clients on a more personal level. Send them newsletters, post on social media, and focus on user-generated content. These are all budget-friendly ways in which you can make your business grow.

Are you ready for 2023?

As you can see, 2023 marketing trends aren’t just about knowing what your audience wants. It’s about better understanding your audience and offering them a highly personalized experience with your brand.

By the way, if you’d like to learn more about 2023 predictions, we’ve found this great article from Product Marketing Alliance that has input from industry experts on the topic. 

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