Get ready for the top branding and advertising trends of 2023
Brand is back!
The 2023 branding trends tell us what consumers are looking for and how our brands can deliver. With competition getting tougher, following the trends can help give you a glimpse into the future on how you can better increase brand recognition, engagement, conversion, and ROI.
The key learning this year is that people want brands they can relate to in a truly authentic way. Impactful, playful and fun branding offer ways to engage with strong visuals. And humor helps to build connections. When we manage to achieve that, brands can can give consumers an amazing unforgettable experience.
Personalized Customer Experiences
Customers are looking for one-of-a-kind, personalized experiences. This means that marketing professionals need to understand the behavioral patterns of their target audience through big data analytics. Because being relevant is what will make your digital marketing strategies successful.
Today, when people see ads, they usually skip past them. However, we all connect to stories. Story-driven content is creating a compelling narrative that motivates, attracts, and shows relevant experiences happening in the world. Storytelling is an effective advertising strategy which will continue to be part of many ad campaigns in the future. Combining interactive ads with story-driven content is the recipe for greater success.
Following the pandemic, we’re all prioritizing wellness. Design is all about creating experiences that improve people’s lives. Consumers are looking for visual effects which promote a sense of calm. This is seen as necessary as 46% of Gen Z say that they are anxious or stressed. We will see more design using psychedelic colors and surrealist styles to convey experiences beyond the tangible world.
Playful, overstimulated branding
On the other hand, overstimulated branding will use visual imagery and eye-catching color to get attention and captivate the senses. This trend often uses bright colors, bold or distorted fonts, logos and icons. These brands will be visually busy, with lots of patterns, illustrations and using all the space. In terms of colors, we’re seeing more and more brands starting to use vivid pinks, oranges, reds, fuchsias, greens and yellows. As well as getting customers’ attention, these brands have a playful energy, giving light relief from the cycle of war and economic crisis.
Using humor and satire
Laughter is the best medicine as it relieves stress, makes us feel better and creates memorable experiences. That’s why there’s really no need for brands to take themselves too seriously. They might find that audiences are more receptive when using a little humor to cut through the tension.
Brands are looking to adopt real moments and feature inclusivity in their campaigns, with all races, genders, abilities and sizes. Citing a recent report by Pinterest on body neutrality, Adobe said there are 36% “loving myself” searches and 32% “how to become more confident” searches, which indicates a rise in accepting oneself and being authentic. This trend has gained traction across social media as well as popular apps.
Video, video, and more video
A video campaign is a great way to inform and connect with consumers. According to Wyzowl research, 86% of businesses use video as a marketing tool, and 92% value it as an important part of their strategy. The top three channels companies use are YouTube, LinkedIn and Instagram.
For B2B companies, video can play an important role in the sales and marketing cycle, especially on LinkedIn as it offers a way to connect with and influence customers.
Make the videos short!
Everything changes quickly and people have little patience, especially when watching video advertisements. This is why advertisers should create video ads as short as possible while considering the difference in maximum duration allowed on different platforms.
According to Hubspot, short-form video content is the second most effective trend marketers are using. They also provide a benchmark that you can follow to optimize your content on each platform. For example, on Instagram, the suggested limit is 30 seconds, on Facebook it is at least a minute and on Twitter it’s 15 seconds.
Gen Z creators are creating content that’s inspired by trends and aesthetics that gained popularity before their time like Y2K and the ’90s. It focuses on content that explores vintage styles and adds a modern touch to them. With 42% of today’s creator economy being Millennials, these trends are increasing.
The growth of the ‘creator economy’
As brand awareness becomes more of a focus on social media, need to find creators that have a voice and a solid base of followers. Content creators don’t need to be high-level influencers. They can be employees, customers, or even subject matter experts in a niche area. And they are not hard to find. In fact, according to HubSpot’s 2022 State of Consumer Trends report, “30% of 18 to 24-year-olds and 40% of 25 to 34-year-olds consider themselves content creators”.
By partnering with influencers, you can quickly achieve your goal of brand visibility and customer engagement from your social media content. But you need to use an influencer that makes content related to the product or service you’re selling or that they have a following of your target audience. This helps ensure that the organic content they create will reach the people you’re trying to target.
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