With summer right around the corner, now is a great time to dive into the summer advertising trends marketers should expect in the second half of 2023. As any advertiser will tell you, trends are incredibly useful in the digital advertising landscape.
They help us understand how brands reshape their marketing strategies, and provide small glimpses of the future of digital marketing. In this article, we discuss where advertising is heading and how the changes will shape the course of marketing going into the second half of the year.
What Is Advertising Like in 2023?
Advertising is constantly changing, so knowing exactly what lies ahead is difficult. Furthermore, social, economic, and digital factors come into play when predicting future advertising trends.
So what is it like advertising in 2023?
As we read below, advertising in 2023 is about keeping up with the demand for innovative content, audience participation, video trends, and technological changes that disrupt traditional marketing efforts.
The Top 7 Summer Advertising Trends for 2023
Because digital marketing is constantly changing, marketers must get creative to facilitate customer loyalty and increase brand recognition.
To help your company stay relevant in a sea of fierce competitors, here are seven advertising trends you should expect this summer and beyond:
1. The Rise of Artificial Intelligence (AI)
It’s no secret AI is disrupting our economic landscape, forcing us to re-evaluate how we approach and distribute our work.
Innovative tools like ChatGPT and Jasper can whip up informative content without human interference, making them vital tools for marketers who seek new opportunities to engage and nurture target audiences.
AI-powered technology can also analyze consumer data and produce mesmerizing visual content within seconds.
2. Instagram Reels
Instagram continues to dominate the digital media landscape, especially among the younger generation. As of 2023, Instagram boasts 41.4 million Gen Z users. Reels provide a layer of authenticity for brands, allowing users to get a behind-the-scenes look at their company.
If Instagram wants to continue to improve the user experience and compete with TikTok as a video-based platform, reels will remain critical in their efforts.
3. Short-Form Video Ads
Short-form videos remain one of the most important video streaming trends, and advertisers are taking notice when strategizing their summer marketing campaigns. HubSpot reports that 90% of marketers plan to maintain their investment in short-form video content.
Additionally, short-form video has a return on investment of 30%—higher than any other social media strategy.
What are some examples of short-form video ads? YouTube-sponsored content, YouTube shorts, and product teasers are just the tip of the iceberg. To summarize, short-form video content will remain pivotal for cultivating brand recognition and increasing audience engagement.
4. Influencer Marketing
It’s no surprise that social media users continue to value authenticity and credibility when engaging with a brand. Influencer marketing is about fostering authentic and genuine connections with followers, turning a portion of them into loyal customers. In 2022, influencer marketing had a value of $16.4 billion USD.
Nowadays, users demand relatable and relevant content while answering their questions. Influencers can resonate with followers and earn their trust with branded content. Heading into the summer, expect that to remain the case.
5. The Use of Interactive Content
In 2023, interactive content will become critical to facilitating audience engagement and brand participation. Interactive material is content designed to encourage audience engagement and capture their attention. These can include videos, animated infographics, and quizzes.
To give you an idea of what this looks like, TikTok released their interactive add-ons, and Spotify launched CTA cards for podcast ads, making it easier to learn more about the services you’re invested in.
Brands will rely on interactive content to ensure consumers feel seen, heard, and valued.
6. Native Advertising
What makes native advertising a pivotal marketing tool is it doesn’t resemble traditional advertising at all—which means these ads are unlikely to disrupt consumers or discourage them from interacting with your brand. Since they’re less intrusive and can be customized to fit any platform, native ads can facilitate audience reach.
What about its popularity? Well, native advertising spending is projected to grow by 12.5% in 2023. Native advertising (such as in-feed videos) helps companies incorporate a brand message into existing content, a critical move for increasing brand awareness and audience interest.
7. User-Generated Content
The world of digital marketing is governed by trust and authenticity, which means user-generated content will remain pivotal in 2023 as advertisers examine ways to cultivate trust. Plus, user-generated content allows consumers to take an active role in the growth of a brand, instead of operating merely as spectators.
Remember, consumers are 92% more likely to trust peer recommendations when it comes to purchasing. User-generated content will continue shaping how marketers and advertisers engage and nurture targeted audiences.
Adapt to New Trends with Channel Factory
Advertising trends will continue to change. As we approach summer, advertising companies will need to re-examine their campaigns and make crucial changes if they want to nurture the right audience with relevant ads.
Fortunately, Channel Factory is committed to maximizing the effectiveness of your advertising campaign with our contextual targeting solutions.
Want to learn how? Reach out and see how we’ve helped high-performing companies optimize their campaigns.