The COVID-19 pandemic was undoubtedly a major boost to technological acceleration and changes in consumer behavior.
Trends were anticipated, new behaviors emerged, from the way people search ( Gen Z uses TikTok more than Google for searches ), to what people expect when purchasing and interacting with brands ( such as the real purpose of a brand and a good user experience).
New technologies also entered users
radar, such as the Metaverse , causing profound changes in consumer behavior in 2022 and accelerating trends for 2023.
In this article, we’ll review the key research and trends in user and consumer behavior in 2022, and make predictions on what to expect (and how to prepare!) for 2023.
People want interactivity, gamification and diversity of content
In 2022, Digital Marketing Bulgaria Email List 473724 Contact Lead promoted new ways of consuming and creating content – such as the rise of short videos to educate and inform the audience – among them, interactive content proved to be a very effective format to differentiate brands and make them memorable for your audience, staying in the minds of consumers.
According to a survey by the Content Marketing Institute
of marketers surveyed believe that interactive content plays a very important role in differentiating their brands.
In addition, the survey also shows that interactive content offers 52.60% more engagement , which reinforces consumers’ interest in this different content format.
Reinforcing the idea of interactivity, major companies in the market are also betting on this type of content in 2022 to attract new customers and delight existing ones.
This is the case of Spotify, which acquired Heardle, a trivia game for music lovers. The goal of the game is to have listeners try to guess what the song is from the first few seconds of the tune.
In addition to Spotify Netflix also made an impact
on the market by acquiring a video game studio . This strategy aimed to bring games to the streaming platform, making people not only watch movies or TV series, but also engage more, creating a more complete user experience.
Interactivity is definitely one of the strong trends for 2023. It helps companies offer a differentiated experience to their audience, leaving in the hands of consumers the power to choose how they want to consume this content, generating more connection and intimacy between brands and the public.
Diversity, equity and inclusion are also important topics
Representation continues to have a strong impact on consumer purchasing decisions, especially those belonging to Generation Y and Z, also called Generation P (Purpose), which, according to Global Consumer Pulse Research, a study conducted for Accenture, represents almost 5 billion people.
In another survey, conducted by Adobe , 38% of respondents said they are more likely to consume products and services from brands that display diversity in their ads, and 34% have already boycotted a company or brand at least once because they did not feel their identities were represented in the company’s ads or actions.
Another crucial point when we talk about Inclusion is digital accessibility. Currently, around 15% of the world’s population has some type of disability . And yet, many companies are not prepared to serve this type of audience.
A survey by the English company
Click-Away Pound showed that 69% of respondents abandon websites due to lack of accessibility. In addition, 86% said they would spend more if online stores were accessible.
I think it’s undeniable how much the current generation cares about diversity, equity, and digital inclusion. So, to truly connect with their audience, brands will need to take this issue seriously and invest in digital accessibility. In addition to complying with the law, it’s a way to differentiate themselves from their competitors and exceed their consumers’ expectations.
TikTok is even ahead of Google
In 2022, TikTok became a hot trend among young people and adults and remains a very strong digital trend for the coming year.
The video app is so powerful that it is even catching up with Google when it comes to searches. This was shown in an article published by Google itself , where it reported that almost 40% of Generation Z prefers searches on TikTok and Instagram to searches on Google and Maps.
With the power of the app, the “TikTokization” of other apps was gaining more and more evidence. Instagram, for example, prioritized video this year with Reels, leaving its feed with the face of TikTok. Youtube also needed to position itself in the trend of short videos and launched Youtube Shorts , with the aim of helping content creators to attract the attention of their audience with shorter videos.
Therefore, as a marketer, you must stay tuned to TikTok and the new features that the platform launches because it will continue to set trends in 2023.
Data security, a point that will continue to be relevant in 2023
Discussions about privacy in the digital environment, the end of third-party cookies and growing concerns about the LGPD have taken hold in the marketing sectors of agencies and brands.
A study published by Adobe , with nearly 6,000 consumers surveyed and more than 900 leaders in the EMEA region, showed that 70% of consumers are concerned about how companies use their data.
According to the study, 67% of respondents intend to stop buying from brands that mishandle their data . Data protection policies must therefore be taken more seriously in 2023.
Customers who trust a brand tend to recommend it to their friends, make repeat purchases and become promoters of the company on social media. This bond of trust between brands and users is undoubtedly a trend (almost an obligation) for next year.
(Good) content is still important
According to research conducted by Google , 87% of respondents say that good content is personalized and relevant. That is, good content delivers what the user is really looking for quickly and with quality, promoting a good experience for the public.
Therefore, creating regular content, without a defined strategy, is no longer enough these days. Brands must worry about creating a connection with their readers, with content that generates an increasing sense of community and belonging .
In this way, for Google users , for example, good content is relevant to them, stimulates them intellectually and sensorially, and, finally, connects with their emotions.
What’s happening with the metaverse?
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We couldn’t look back at consumer behavior in 2022 without mentioning the Metaverse, right?
In fact, not only the Metaverse, but also new technologies have emerged such as:
And in 2022, major brands sought to reach their consumers through these new digital experiences, as is the case of Coachella , which after two years, due to the pandemic, returned in April of this year and had several new features related to the goal of innovating and creating meaningful experiences for its audience.
More traditional companies, such as Walmart , have also entered the Metaverse, seeking to reach a younger audience by creating virtual spaces that offer interactive content and exclusive entertainment for their customers.
Have you ever thought about your brand entering this world as well?
Coming soon…
After two difficult years, consumer behavior and priorities have changed and 2023 promises to be the year in which we will see the consolidation of most of the trends that began this year.
It is therefore essential that brands are able to generate a sincere connection with their audience, truly caring about the security of their data, with issues of inclusion and diversity in the digital world and delivering quality content with incredible experiences for their consumers wherever they are.
Do you want to stay up to date with the best Marketing practices? I suggest you subscribe to The Beat , Rock Content’s interactive newsletter. There you will find all the trends that matter in the digital Marketing landscape. See you there!
