Welcome back to another week of What's Working in Marketing, a weekly newsletter where we share what's working outside your own four walls across the digital marketing landscape so you can be more effective.
Welcome back to another week of What's Working in Marketing, a weekly newsletter where we share what's working outside your own four walls across the digital marketing landscape so you can be more effective. If you enjoy reading this,follow me on LinkedInor create aFREE Insight Library account, our team is publishing tons of free research that you won't want to miss.
This week we're breaking down:
The Highlights:
Unwrapping a few marketing predictions for 2023
Trending Research:
Learning how Starface captured the Gen Z audience
#MarketingTwitter
Diving into three Tweets about Instagram potentially making the hashtag obsolete, three marketing learning resources and eight tools every marketer should have in their toolbox
2023 MARKETING PREDICTIONS
Ahead of 2023, Social Media Today has shared 32 predictions they are expecting for marketing in the year to come. 2022 itself came with major adjustments and shifts in the digital marketing world and I only expect that to grow and continue over time.
Today I'll be sharing a few of my favourite predictions from the report:
Facebook
Click to message ads: There may be a shift toward building more connections with customers instead of constantly searching for conversions. It's unclear to tell whether this will be an effective strategy, but Meta has reported an increase in spend toward this form of conversion ads.
Instagram
Live shopping: While a major feature in other markets, Instagram hasn't fully grasped or initiated live shopping into their platform yet. Social Media Today predicts it could make an appearance with a whole tab dedicated to it as well.
Pinterest
AR Improvements: In an effort to build a smoother shopping experience for brands and customers, Pinterest may be implementing more AR features to help buyers imagine products in their homes. As a space for creating home inspiration boards, giving users the opportunity to take advertised furniture and project them into their living rooms will be a major asset for advertisers.
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HOW AN ACNE PATCH BRAND CAPTURED THE GEN Z AUDIENCE
BEAUTY & SELFCARE
In 2021, Starface generated 192K average site visits per month, with 81% of traffic coming from mobile devices. The brand launched in September 2019, and since then has seen a growth in traffic from 29K (Sep. ‘19) to 228K (Jul. ‘20).
Key Takeaways
Championing the acne positivity movement: Starface publishes posts that focus on self-love and embracing natural beauty.
Taking a stand on social justice issues: The brand takes action and raises money for various social justice issues.
Speaking in their language: Use 'chat speak' and talk as if you belong in the Gen Z age group.
Personifying their products: Make your products the star of your brand by turning them into mascots.
Creating timely & relevant content: Create content for holidays and current events to get your posts trending.
Creating a sense of community: Starface has its own Discord channel where they connect and interact with engaged consumers.
Offering discounts via SMS marketing: Offer discounts, customer service, and product updates through text.
It's full of strategy tear-downs and examples from fast-growing brands that have already helped thousands of marketers identify content opportunities, focus on the right whitespace channels, improve their media strategies, and benchmark against competitors.
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