NEW YEAR, NEW YOU

What a year. With amazing developments in AI to the takeover of Twitter, so many things have happened that it's hard to keep up.

As this is the last What's Working in Marketing newsletter of 2022, I just wanted to say thank you so much for reading along with us each week. We have many exciting updates in the pipeline for 2023. 

It seems like a good time to not only reflect on our favourite platform's highlights but also look at what they are predicting for the new year. Understanding what worked in 2022 while looking ahead to 2023 should inspire tons of ideas for your marketing.

Here are a few 2022 wrap-ups I've enjoyed reading through:

1. 2022 on TikTok
2. 2022 on YouTube
3. 2022 on Google Search

If one thing stands out to me from this year, it's that authenticity and raw creativity have led the charts on top-performing videos. Niche communities are continuing to develop and thrive. Platforms like TikTok and YouTube use video to help spread messages, advice, awareness and guides. 

Moving into 2023, there are so many things you could focus on - so here's where I say prioritize.

Try to use trend reports and predictions as a general way to understand what your community wants and apply it to a broader omnichannel strategy. This requires you to take a deep look into your current marketing plan and think about where your audience is and what they are consuming online. 

Here are my favourite trend reports for 2023:

• Pinterest Predicts
• Instagram Trend Report
• TikTok's "What's Next?"

The Instagram & TikTok trend reports will help you break down tactics and options as to how you can roll out certain trends, whereas Pinterest Predicts will help generate ideas for where your audience is leaning, as well as the keywords that are trending along with it. Here are a few I'm finding intriguing:

FINANCIAL SERVICES

Cha-Ching Challenge

"Gen X and Millennials will seek new ways to gamify their finances, searching for budget challenges and saving games. Who said finances can’t be fun?"

Keywords: 1000 savings challenge (+185%), bi weekly savings challenge (+355%)

WELLBEING

Primal Movement

"Time to trade in screens for stretches and desks for tricep dips. These primitive, anti-tech workouts will help Gen X and Millennials prioritize their posture."

Keywords: mobility stretches (+140%), primal movement (+120%)

TRAVEL

All Aboard

"Gen Z and Millennials will find a renewed love for train travel. Quicker boarding, extra legroom and a lower carbon footprint are all making trains more appealing."

Keywords: train trip aesthetic (+205%), interrailing europe aesthetic (+105%)

ENTERTAINMENT

All the Raves

"Rave culture will reign in the year ahead. Gen Z and Millennials are bouncing back from over two years in lockdown, bringing techno style, rave fashion and house music with them. "

Keywords: berlin rave fashion (+250%), house music outfits (+185%)

THREE TWEETS

Here are three Tweets you should check out this week:

1. Are you tracking your cost to retain a customer?

2. 5-step content distribution strategy

3. 6 easy ways to improve your customer LTV

If you're enjoying the newsletter so far,

I want to encourage you to check out The RightMetric Insight Library.

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.

In case you missed any previous versions, check them out via the links below.

1. Improve Your Customer Journey with Touch Points – What's Working in Marketing

2. Omnibuyer Who? – What's Working in Marketing

3. YouTube ❤️ Podcasts – What's Working in Marketing