2023 trend predictions

Who doesn’t love a good prediction? And now we have January under our belts, it seems a good time to look at what the future – aka this year – might have in store.

Here are some predictions from the Vaxa Group team.

1: AI WON’T be taking over our jobs

AI started the year – and remains – a hot topic of conversation, as office chatter reflects the excitement and nervousness around what it does and what it can achieve.

The Vaxa Prediction: People will continue experimenting and playing with AI. It will take them a while to adapt it into their workflow, but it will prove useful in enhancing their roles – without taking them over.

Don’t believe us? We went straight to the source and asked a ChatGPT AI if it could really replace the workforce.

The AI’s response:

AI is a powerful tool but it still has its limitations and it’s important to keep in mind that it is not a replacement for human intelligence, but rather a tool that can augment it.

2. 2023 is about being heard – and quickly seen

The popularity of podcasts and short-form videos has continued to skyrocket, with the introduction of easy access podcasting, and the popularity of TikToks and Instagram Reels changing the social media landscape.

The Vaxa Prediction: Instagram reels and TikToks will continue to be influential in social media strategy, while podcasts should be a top consideration next time you’re looking for speaking engagements. This speaks to a wider trend of investment in video and audio as brands look to build their visibility across social media, upping their investment in channels such as YouTube.

3. Keeping things real is all the rage

Social media has continued to evolve in the past year, with the sudden popularity of BeReal, the high engagement of micro influencers, and the rise of ESG (environmental, social and governance) in brand identity.

The Vaxa Prediction: Consumers yearn for content that is more real and less edited; they want authenticity in the media they engage with. This year, consumers will connect and identify with personality and life in brand storytelling. For communications, this means content with a human-interest perspective that connects back to the audience and reaches beyond the product. It also heralds the continued rise of authentic UGC (user generated content), such as reviews, which is seen as the most trustworthy content of all.

4. Social media acts as a search engine

Think social media channels like Facebook are just for checking in on friends, learning the latest fads and disappearing down rabbit holes? Not so much. These days consumers actively use them as a search engine.

The Vaxa Prediction: More and more companies are discovering that social media isn’t just about building and maintaining a profile, it’s a strategic avenue to find and convert customers to their products, brands and experiences. This means a strategic focus on SEO, keywords and hashtags.

5. Communication is key as businesses focus strongly on staff retention

Last year saw social and legacy media heavily cover the topic of ‘quiet quitting’, reflecting a significant upswing in people resigning. This has numerous implications for businesses, and executives are starting to respond.

The Vaxa Prediction: As organisations focus on employee retention, internal communications and marketing will be crucial, helping to keep staff engaged, aware and motivated. This will apply across the board, from effectively introducing a new program to fostering a positive workplace culture.

Want to stay ahead of the trends and connect with 2023 audiences? Get in touch.

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