2023

Digital Marketing Trends

Subject – digital marketing

Name – Heshan Kasun Priyadarshana
Assignment 1 ; digital marketing trends 2023 digitalmarketinginstitute.com 1
COMING UP 1. Video Trends in 2023
2. Google Ads
3. Genarative AI
4. Social media platforms

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 Video Trends in 2023

● This year has been the year of entertaining, full screen,

immersive, mobile-first video.

● TikTok, Instagram Reels, YouTube Shorts are battling it out in

the short-form space to grab users attention and retention.

● 2023 will see brands experiment with this format across

multiple platforms, both in paid and organic campaigns.

● Savvy brands will test creative organically, and promote their

best performing.

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Video Trends in 2023
● Short-form vertical videos work best - keep it punchy at 15-30
seconds.

● The algorithm on TikTok favors content which has been

watched over & over again. Think: surprise twists, magic
tricks, transformations and reveals, and of course fast-paced
dances.

● Videos that are watched in their entirety rank well. Use

captions including “Wait for it” or “Reveal at the end”.

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Video Trends in 2023
● Sound can make or break a video on TikTok and
Insta Reels.

● An increasing amount of trending sounds are now

commercially available, due to remixes or more
open music licensing.

● Sound doesn’t need to be trending - it could be an

original sound such as a voiceover or remixed song
that gains popularity .

● 2023 will see brands create campaigns using

original sound - with a view of getting it reused over
& over.

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What Google Ads Recommends in 2023

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 Evolution of Keywords in 2023
● As machine learning, automated bidding and targeting feature more
heavily in Google Ads campaigns we should start to think in terms of
inputs to help the machine to learn – these are signals

● Keywords are the first and most explicit input, then we can layer in
audience signals, custom segments, conversion data and negative
targeting to speed up the machine learning process

● Also with ads, use pinning in responsive ads to prioritize key headlines

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In the past year, generative AI has gotten so much
better that it's inspired people to leave their jobs,
start new companies and dream about a future
where artificial intelligence could power a new
generation of tech giants.

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 GENERATIVE AI

What is it?
Generative AI is a type of artificial intelligence that is able
to generate new content or data. This could include
generating images, text, music, or other types of data.

Where can you try it?

DALL-E 2 (OpenAI)
Stable Diffusion
Jasper, Notion, Canva, Copy.ai

Microsoft and Adobe are already incorporating this tech

into their image creation tools

What to look out for:

GPT-4 launches in Q1 2023 (!)
AI applications for specific marketing functions
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