As we enter the new year, it’s a good time to start thinking about the digital marketing trends that are likely to shape the industry in the coming year. 2023 is poised to be a dynamic and exciting year for digital marketing, with a range of emerging technologies and strategies set to revolutionize the way that businesses reach and engage with their customers. From the continued rise of social media platforms like TikTok and Instagram to the increasing importance of artificial intelligence and personalization, there is a multitude of trends that businesses need to be aware of in order to stay ahead of the curve and effectively connect with their target audience. In this article, we’ll explore some of the most significant digital marketing trends to watch out for in 2023 and how they are likely to impact the way businesses approach marketing in the coming year.


We anticipated TikTok’s growth in 2022 and it is no surprise that it is expected to continue to be a significant player in the social media market in 2023. The platform has seen significant growth since 2021, generating $4.6 billion and had close to 1.5 billion monthly active users by the end of 2022. In addition to its popularity among consumers and creators, TikTok is also focusing on improving its usability for businesses and enhancing its targeting options for advertising, which is likely to make it an even more appealing platform for brands in 2023. 

One trend to look out for in the coming year is the simplification of business tools on TikTok and the platform’s efforts to improve the usability of its advertising dashboard. With these improvements on the advertising side of this application, it is not only expected but highly encouraged for big and small businesses alike to take advantage of TikTok as a way to effectively promote their brands.

There have also been new targeting options launched for TikTok ads, which are reportedly quite effective. These improvements paired with the app’s popularity are expected to put TikTok at the forefront of the social media marketing platforms out there.

User-Generated Content

In 2022, we saw the great importance of user-generated content. We anticipate that 2023 will follow suit. Creator videos on TikTok can be an important tool for businesses looking to increase brand awareness and establish credibility. When users create videos featuring or discussing a brand’s products or services, it can help to expose the brand to a wider audience and generate positive associations. These types of videos, often referred to as user-generated content, can be particularly effective in building trust and credibility for a brand, as they provide a more authentic and relatable perspective than traditional marketing content. By encouraging and promoting creator videos featuring their brand, businesses can tap into the power of social media influencers and the influence they have on their followers, ultimately helping to drive brand awareness and credibility. Beardscape, for example, used user-generated content on TikTok to grow its following to over 85K strong. 

Transparency in marketing

In 2022, the American economy faced challenges. These challenges directly impact the way people buy products and services. This is important to keep in mind in 2023. It is expected that customers will be increasingly selective about the products and services they purchase amid a global cost of living crisis. In response to this, brands will need to be more transparent and consider their messaging and research in order to stay competitive. Marketers should also be aware of emerging trends in order to develop and implement effective strategies that take advantage of new opportunities. In the coming year, it will be especially important for businesses to be proactive in their approach to marketing in order to remain successful.

B2B Marketing

Digital marketing is often associated with business-to-consumer (B2C) companies and campaigns, as these are the types of businesses and marketing efforts that most commonly come to mind. However, we anticipate that in the coming year, business-to-business (B2B) companies will also begin to enter the digital marketing game in a big way. B2B companies, which sell products or services to other businesses, have historically been less focused on marketing and branding than B2C companies. However, as the business landscape becomes increasingly competitive, we expect to see more B2B companies recognizing the importance of digital marketing in attracting and retaining customers. As a result, we expect to see a rise in B2B marketing efforts, including the use of social media, content marketing, and email marketing to reach potential customers and showcase the value of their products or services.

Videos content

Video content is increasingly important for B2B companies for a variety of reasons. First and foremost, video is an engaging and effective way to communicate complex information to a wide audience. It allows B2B companies to showcase their products or services in action, demonstrating the value and benefits in a way that is easy for viewers to understand. Videos can be a powerful tool for building trust and credibility with potential customers. By featuring real people, testimonials, and case studies in video content, B2B companies can establish themselves as leaders in their industry and demonstrate the success they have achieved for their clients. 

Videos are highly shareable, making it a valuable asset in building brand awareness and reaching new audiences. As a result, B2B companies that invest in video content are likely to see a strong return on their investment in terms of increased leads, sales, and customer loyalty. The top three channels B2B companies use to publish video content are YouTube, LinkedIn, and Instagram. 

This year, we anticipate that more B2B companies will use Linked In to share videos. LinkedIn is a particularly effective platform for B2B companies to share video content, as it is a professional networking site with a large user base of business professionals. By sharing video content on LinkedIn, B2B companies can reach a highly targeted audience of potential customers and partners who are interested in their industry. LinkedIn also has a number of features that make it easy for businesses to share and promote their video content, including the ability to post videos directly to company pages and in group discussions, as well as through sponsored content and native video ads. Additionally, LinkedIn allows businesses to track the performance of their video content through analytics, giving them insights into how well their videos are resonating with their target audience. Overall, LinkedIn is an excellent avenue for B2B companies to share and promote their video content to a highly relevant and engaged audience.

Artificial Intelligence (AI)

It comes as no surprise that artificial intelligence is projected to stay in 2023. Artificial intelligence (AI) has the potential to revolutionize the way businesses market themselves digitally. One key area where AI can help is by enabling businesses to personalize their marketing efforts in a way that was previously not possible. Using machine learning algorithms, businesses can analyze data about their customers’ behaviors, interests, and preferences, and use this information to tailor their marketing messages and content to individual users. This personalized approach can be more effective in engaging customers and converting leads than generic, one-size-fits-all marketing campaigns. 

AI can also help businesses save time and resources by automating certain marketing tasks. For example, chatbots powered by AI can handle customer inquiries and provide personalized responses, freeing up time for human customer service reps to handle more complex issues. Additionally, AI can help businesses optimize their digital ad campaigns by predicting which ads are most likely to perform well and automatically adjusting bid prices and targeting to maximize their return on investment. Overall, AI has the potential to make digital marketing more efficient and effective, helping businesses reach and engage their customers in new ways.

In conclusion, the digital marketing landscape is constantly evolving and 2023 is set to bring about a host of new trends and technologies that businesses need to be aware of. From the continued growth of social media to the increasing importance of AI and projected strategies for B2B companies, it is crucial for businesses to stay up-to-date on the latest trends in order to effectively reach and engage with their target audience. By keeping an eye on these developments and adapting their strategies accordingly, businesses can stay ahead of the curve and position themselves for success in the coming year.