Social media is one of the most marketable technological inventions of this generation, and the online celebrity marketing of social media has become the mainstream choice of brands. Whether you like it or not, you have to admit that online celebrities can greatly influence the final decision of consumers. Under the upsurge, the marketing industry of online celebrities is expected to grow to $654.38+064 billion by the end of 2022. People are increasingly dependent on social media platforms, and the benefits of cooperation and relationships with online celebrities may far exceed the sales itself. What changes will happen to the marketing market of online celebrities in 2023? Please keep this trend forecast report! 1. In the social field, video is king. Among all types of social media platforms, the growth rate of video platforms is unparalleled. Why is everyone addicted to brushing videos? Because consumers always want to receive information in a convenient and quick way and interact with their favorite online celebrities. Naturally, video-based social platforms such as Tik Tok, InstagramReels and YoutubeShorts dominate the social media world and are still growing. Its growth trend is expected to continue until 2026. Video advertising expenditure will increase from $76.2 billion in 2022 to $654.38+025.57 billion in 2026. It is really important to pay attention to the video content, advertise in time and interact with the audience! It is worth noting that 96% of Generation Z, 94% of Millennials and 86% of Generation X prefer short videos within 4 minutes. So, in general, you should try to make the video short and attractive. But the choice of video duration is not only based on social media platforms, but also based on the portraits of your target users. Only by knowing your target audience and their favorite video content can you choose the appropriate video duration and attract the target users. 2. More emphasis on diversity and representativeness Compared with other generations, Generation Z and Millennials spend the most time on the media every day. 18-36 years old people spend an average of 17.8 hours a day in contact with different types of media. A lot of consumption time and media time overlap. People's consumption behavior is closely related to news and public opinion. In the era of social media, consumers are more inclined to support brands with cultural diversity and inclusiveness than ever before, while trying their best to speak out for social injustice. According to the data of SproutSocial, 765,438+0% consumers said that it is important for brands to raise awareness and take a stand on social issues. When brands take a stand, consumers will stand with them. Consumers are more aware of their rights. Therefore, the purpose of a brand or individual has evolved from providing solutions, services or products to establishing a trustworthy relationship-a real connection, a feedback, a listening and response. After all, your audience needs to see themselves in your brand. In addition, we have also seen the rise of the concept of "canceling culture". Companies or individuals may be boycotted because of various political, environmental, racial and other issues. In a survey on consumers' attitudes towards enterprises and how they view diversity and social injustice, 42% of the respondents said that they would choose to support or boycott a brand because of the relevant views and attitudes expressed by enterprises. It is very important for your consumers to tell important social events. When cooperating with online celebrities, brands must consider diversity and inclusiveness from the beginning of the strategy to ensure that their online celebrity marketing activities can equally represent all genders, races, genders, body shapes and viewpoints. More importantly, make sure that the measures taken by your brand to safeguard social injustice are true and reliable. 3. Live shopping will shake the development of e-commerce. In Asia, on-site shopping has become the general trend and spread to other parts of the world. Social media platforms such as Instagra and Tik Tok have launched live shopping functions, and traditional retail giants such as Wal-Mart have begun to rely on them to hold live shopping activities. Why can live shopping be popular all over the world? Because it simulates a real personal shopping experience. When consumers sit at home, they can see the details of the product, see how the product works and understand the story behind the brand and the product. Exclusive and limited time are the two magic weapons of live shopping, which can make people feel excited and urgent, and urge consumers to make consumption decisions quickly within a few minutes of watching the live broadcast. Few people can resist the temptation of "limited time specials". Interactive live broadcast components help to enhance the confidence of buyers, because they can better view and understand the details of goods. The interaction with the anchor further enhanced this confidence and established brand affinity. 4. A rising new network celebrity: employee spokesperson An IKEA employee released "Answers to the most absurd frequently asked questions of customers", which went viral online in Tik Tok; An employee of Le Company issued the challenge of "becoming a retail store manager" and gained 654.38+800,000 viewers on Tik Tok. These cases all point to the rise of a new network celebrity-employee spokesperson. Internet celebrity marketing for employees has been neglected for a long time, and now it has finally got the attention it deserves. Enterprises can encourage employees to become online celebrities by rewarding them. Online celebrity marketing for employees brings many benefits. The praise, comments, forwarding and sharing of employee network celebrities on social media platforms can help brand public relations, promote products and actively interact with consumers. The employee network celebrity marketing humanizes the brand and provides consumers with real content that they really want to participate in. This is a win-win situation for brands and consumers. Online celebrity marketing of employees can help consumers build trust relationship with brands. Consumers can get more company information and "insider" through employee spokespersons, feel the company culture, and trust and support the brand more. Online celebrity marketing of employees can improve employee retention rate. Employees can not only express their opinions, but also be rewarded for their contributions. 5.UGC will become the main stage, that is, user-generated content. In addition to the traditional marketing model of online celebrities, brands can also pay UGC creators to release products. Unlike online celebrities who post content on their personal pages, UGC creators give content to the brands they cooperate with, and brands can redistribute it as they see fit. Why do we predict that UGC mode will occupy the main stage? When people are tired of well-planned advertisements and videos, these UGC creators are more likely to interact with consumers. The University of Southern California interviewed 500 people and compared UGC advertising with traditional advertising. Surprisingly, respondents said that UGC advertisements are more unique, authentic, attractive and unforgettable. The survey also pointed out that compared with traditional advertisements, UGC advertisements have 73% more positive comments on social media platforms. Consumers are more sympathetic to those advertisements that incorporate real people into real life. You can't beat the candid moments that ordinary people capture in their daily lives. Nothing is more powerful than the truth. UGC content can let consumers see how people use products in daily life and give consumers a more personalized shopping experience. Authenticity = trust. Consumers prefer to look at products from the perspective of "happy customers who use products" rather than from the perspective of a top celebrity who accepts money promotion. UGC can not only directly affect sales, but also effectively reduce the return rate. UGC increases sales by simplifying the purchase process, because UGC content has more affinity and credibility, and provides consumers with real and unedited product versions. These contents can also make consumers more accurately understand the appearance of products in real life, make consumers' expectations more real, and reduce the probability of returning goods. UGC marketing can be regarded as a kind of public relations behavior in essence. Consumers are more willing to listen to the voice of real users than brands talk to themselves. Brands can influence consumers' cognition of brands and control negative public opinion by managing UGC creators. 6. There is also fierce competition among new functions, new platforms and new audience social media platforms. In order to gain more users and activity, they constantly introduce new functions or tools. Making good use of these new functions can bring more new users to network celebrities and brands. Instagram has launched "Collabs", where online celebrities can share posts on their personal pages and brand pages. They also added the "AddYours" sticker to bring direct traffic to the brand homepage. Tik Tok has released a new function of "Subscriber-specific Content", which urges users to subscribe to the pages of online celebrities, further enhancing the stickiness between online celebrities and their fans. YouTube has released a sticker prompt function (similar to Instagram's), and online celebrities can reply to questions/comments submitted in the comment area and post them in videos. It further strengthens the interaction between online celebrities and their fans. In addition to new features, a new social media application is emerging! That's great. In the first quarter of 2022, monthly users surged by 3 15%, and the cumulative download volume exceeded10 million, of which 80% users were between 16-24 years old. The reason why BeReal is so popular seems to have some "absurd" colors. Different from the exquisite beauty deliberately created by Instagram, BeReal's product concept is to encourage users to be true to themselves, share some daily photos without filters and beauty, and even make some restrictions on functions: users can only take photos at random time, and must turn on the front and rear cameras at the same time, and must take photos and upload them within two minutes. This time limit limits your ability to show and edit your posts to really emphasize the importance of facts. Perhaps BeRea can't shake the status of Instagram in a short time, but the user tendency behind it is worth pondering: Why are more and more young people pursuing a "realistic" social platform? 7. "Atypical employees" In addition to influential online celebrities, more and more brands began to sign up as "amateur bloggers". These people often have their daily jobs, and publishing content on social media platforms is only a part of daily life, not a professional content creator. They often don't have a large number of fans, but relatively speaking, the stickiness and trust between these loyal fans and amateur bloggers are higher. Compared with the content specially planned and produced, these amateur bloggers' sharing based on enthusiasm will be more approachable and more real. Before deciding to sign an amateur blogger, there are several points to note: the cooperation fee of amateur bloggers may be higher. Because time is money, they don't have much time Amateur bloggers may have more requirements for cooperation mode and be more cautious about the choice of partners. They are more inclined to promote their favorite brands or products for daily use, because this will not bring extra workload. For example, if an amateur blogger has the habit of exercising every day, he will be more inclined to share his sports videos online and cooperate with brands in health-related fields, rather than trying things they don't usually do for making videos. No matter what the theme is, the content of amateur bloggers will bring more real feelings, because loyal fans know their background stories and have a mentality of "if they can make or use this product, so can I". And this is also the dream direction of professional network celebrities. 8. Tik Tok is the latest search engine. According to BuzzFeedNews, ADWEEK and other media reports, Generation Z is gradually abandoning Google and turning to Tik Tok when searching for information. Tik Tok has gradually become the main search engine for young people. Senior Vice President of Google Search pointed out after a survey of1users aged 8 to 24 that nearly 40% of young people use Tik Tok or Instagram to search for lunch places instead of Google Maps or Google Search. With the continuous development of Tik Tok, more content is added to the platform, and users will increasingly rely on Tik Tok's search function. This means that Tik Tok has become an important part of brand seo plan and social media marketing. Studying what users are searching for, laying out SEO strategies around these keywords and creating marketing content can help brands get huge traffic. Don't forget to use these keywords in the process of online celebrity marketing. 9. Bringing web3.0 into the field of vision Bloomberg analysts predict that by the end of 2024, the value of the meta-universe market will be close to S $800 billion. With the development of Metauniverse, marketers need to know how it works and how to use it to contact consumers. Web3.0 is a brand-new field for both brands and consumers. The key is to remember that brands need to be as simple as possible. This will not only keep in touch with the existing ordinary consumers, but also will not push away the cryptocurrency lovers we hope to attract. For most brands, the marketing plan of Web3.0 should take consumer education as the first priority. Many traditional brands think that customers will study new things by themselves, but in fact, most people will not. Brands should concentrate on educating users with simple and interesting content before and after the release of web3.0 products. But don't try to educate consumers about technology or describe how it will greatly affect the world. The emphasis should be on the user experience. If people can see that they are using this technology and really know how to use it, a "learning while using" mentality will dominate, and consumers will be more willing to try to become experts. The evolution of Web3.0 gives you the opportunity to create your own world and control the environment that everyone sees, which brings unique opportunities for brand marketing. 67% of marketers expect to spend at least a quarter of their budget on social strategies of Metaspace /AR/VR. More and more brands will use metacognitive technology to hold meetings and activities. With the continuous development of technology, VR helmets will be as essential as mobile phones. Brands need to consider: how to provide new value to the audience through web3.0? How to educate consumers to have trust and security in web3.0 products? How to expand brand influence through experiential marketing? 10. The rise of B2B network celebrities As we all know, social media network celebrity marketing has become the core highlight of B2C enterprise marketing strategy. Now, many B2B companies have begun to follow suit. By the end of 2022, B2B marketing among online celebrities will generate revenue of $65,438+065,438+07 billion, and more than 38% of B2B companies are trying to incorporate online celebrity marketing into their strategies. An important factor leading to this trend is that in the next decade, more "millennials" and "generation Z" will enter the middle and senior management positions of enterprises, and their purchase behavior will promote the development of B2B marketing of online celebrities. The essence of B2B marketing is B2B marketing-business-to-people and business-to-people marketing. Always remember that your marketing target is not a position, but a real person. They have specific positions in various industries, but they still hope to gain knowledge or entertainment through your content. Content will still be king, experience is everything, and the influence of digital channels will become more important. -END- hi ~ I've seen everything here. Pay attention to ~ sea information, cross-border dry goods and overseas marketing before I go.