Brief #116: Ten marketing predictions 🔮

Welcome to Future of Marketing.

Every other week, we send you the most relevant trends, resources, and strategies in social and user-generated content (UGC) from leading marketers and brands around the globe. 

Today, we’re discussing…

  • 10 marketing predictions for the future
  • An interview with Jason Bradwell, Host of B2B Better & Writer of B2B Bite
  • #BrandCrush: We’re Not Really Strangers💘

PS. Our friends at Hootsuite launched their annual 2023 social trends survey – we’d love your perspective on social media’s emerging trends.

Take the survey here by August 1st, 2022, and be entered for a chance to win a Hootsuite branded scooter (valued at up to $800) or one of fifteen US $50 VISA gift cards.

Ten marketing predictions to watch

We can’t tell the future – but we can certainly predict it. 

In early 2022, TINT surveyed 500 consumers and 500 marketers around the globe in the annual State of User-Generated Content report. The goal was to identify whether or not marketing plans were (and are) aligned with consumer expectations… and for the most part, they are.

61% of marketers plan to incorporate more user-generated content; 63% of marketers plan to blend more community voice with their brand voice; 71% of marketers plan to show more diversity, inclusivity, and accessibility in their content

The problem is the majority of marketers (we’re talking 60% of them) feel pressured to continually produce more content at a high frequency.

To add fuel to the fire, economic uncertainty, limited resources, and mass layoffs – particularly in the tech industry – have people on the edge of their seats as plans get shaken up. Again

But let’s get ahead of this, shall we? 

Here’s what we predict for the future: 

  1. Consumers (and brands) will prioritize needs > wants
  2. UGC Creators vs. Influencers vs. Authentic UGC 
  3. More focus on content distribution 
  4. Leaner (but more powerful) teams 
  5. Better, more hyper-personalized user experiences 
  6. Video will reign supreme
  7. Employees and customers as influencers
  8. More ratings and reviews – everywhere 
  9. Social Commerce will go mainstream
  10. More editing tools = higher quality UGC  

If you want to dive deeper into each of these predictions, read the full article here.

Our take:

For now, the best thing we can do is try to understand how consumer mindsets are shifting, how organizations are adapting, and how marketing – and our jobs – will change as a result. 

In other words, learn where the market is heading and get ahead of the game. 

New podcast episode 🎙🔥

If there’s one thing about Twitter, it’s that it has a strong community of marketers. In fact, that’s how we met Jason Bradwell – podcast host at B2B Better, full-time B2B marketing director, and writer of a fantastic newsletter called B2B Bite.

Amid the chaos, we formed a friendship and invited him to speak on the podcast. This time, we get the unique perspective of a mega-talented B2B marketer and content creator. 

We talk:

  • What it’s like running a podcast and newsletter
  • Tips to make marketing better 
  • Why brands should invest in social and community 

And more.

Sneak Peek:

PS. If there’s a marketer you’d like to hear from on the Future of Marketing podcast, hit reply. We’re always on the hunt for amazing guests.

#BrandCrush: We’re Not Really Strangers💘

Each week in #BrandCrush, we highlight exceptional brands that are channeling their customers' voices to connect more authentically with their audience.

We’ve called them out as our #BrandCrush in the past – but that’s because We’re Not Really Strangers (WNRS) truly excels at creating seamless experiences that make you emotionally connect through every interaction – from social media to web and packaging.

“The combination of Guerilla Marketing strategies and content production has helped WNRS carve out a following for itself on TikTok and Instagram, where it also enjoys 3.7 million followers,” shared OMR.

So, what’s the secret to making a card game stand out among the noise of fashion and beauty? Easy – WNRS is all about community.

“When you’re creating content, you can’t always be trying to convert people. You’ve got to join a conversation and contribute to it first, to get people to know and understand you before they want to buy from you.”

Harvey Cossell, Group Head of Strategy at We Are Social.

Marketing is changing. It’s no longer about casting a wide net and hoping your dream customer gets caught. Today, it’s about finding the right people, creating frictionless experiences, and driving connection. 

A customer tweet that says, "i just played we're not really strangers with my college best friends. lots of tears were shed. the best part so far tho, the notes at the end. wnrs means a lot to me. heart."
Fan tweet re-shared on WNRS Instagram

With that said…

Thanks for reading this far. Your support means the world to us. If there’s a topic you’d like us to cover (or just want to share your marketing predictions), we’re only a click away. 

🔌 Shameless plug:

The future may be uncertain, but top marketers use TINT to maximize powerful, cost-effective content strategies throughout their buyers’ journey. Join the thousands of brands who trust TINT with UGC, EGC, influencer marketing – and more. Way more. 

Until next time! 👋🏼