2023 Global Media Trends Report: The 'Near Future' of Marketing Provided by Dentsu

The media is the medium that responds fastest to changes in the social economy, humanities and public opinion environment, and is also an important carrier for brand building influence.

What changes need to be aware of when marketing on media?

What are the new trends in people's use of media?

What new marketing methods can the media provide for brands?

In today's article, we will combine Dentsu's latest "2023 Global Media Trend Report" to focus on changes in the global media environment and make relevant tips for brand marketing in the next year. (Reply to the keyword [Denttsu 2023] in the background of the official account to download the full report)

01

Trend 1: Games are everywhere

In 2022, there will be about 3.2 billion gamers in the world. Games have become a mainstream activity, and game elements will become an important factor in media attraction and user stickiness.

Adding game-like interactive elements to streaming content: Streaming platform Netflix is ​​known for providing high-quality film and television content, but at the same time they have developed many shows directly inspired by video games-such as the quiz show " TriviaQuest is designed based on the mobile game "TriviaCrack". Users can participate in the interactive plot through mobile phones, tablets, smart TVs and other electronic devices that can choose to interact.

Add mini-games to social media platforms: Facebook was one of the first platforms to introduce H5 mini-games. It started testing in 2016, allowing users to quickly interact with online games in the Messenger interface. Recently, TikTok is also testing the online mini game label "Minigame" in the application.

The addition of mini-games not only allows users to stay longer on the media, but also increases the interaction mode of users on the media platform.

From simple questions and answers to complex battles, if your brand wants to join the trend of "Games for All", you can embed your own products or logos into mini-games, or use the development team to customize research and development on social media Small games related to one's own brand can not only deepen the user's brand impression through an "addictive" game experience, but can even promote one's own products or coupons as prizes.

02

Trend 2: Optimizing the shopping experience on media platforms

Shopping has permeated all media platforms including social media as well as messaging media. Among them, social e-commerce will become the mainstream of the mainstream.

According to Grand View Research, the global social commerce market size will be US$584.91 billion in 2021, and it is expected that from 2022 to 2030, the compound annual growth rate (CAGR) of B2C, B2B and C2C will reach 30.8%.

But the booming online shopping has also brought potential problems to users and brands—with the increase of shopping channels, consumers can see the same product shopping guide content on different platforms, but the shopping experience is prone to fragmentation. That is, both consumers and brands will face the problem of unsmooth online shopping experience in the future.

For brands, they should find the most suitable shoppable media platform through testing and research, and pay attention to creating a native online store on the platform to provide consumers with a "what you see is what you buy" barrier-free consumption experience.

03

Trend 3: Social media algorithms will provide more possibilities

This trend mainly comes from the rapid rise of TikTok.

TikTok can observe users' real and unconscious interests and preferences through a unique algorithm. This preference is spontaneous, because its recommendation mechanism is based on user behavior (such as viewing time, likes, comments, sharing, etc.) rather than "following" of.

Before the personalized recommendation algorithm, both content creators and brands need to develop their own social media with the first goal of "attracting fans", because the more followers, the greater the possibility of content being seen and reposted .

However, as the TikTok-like recommendation algorithm based on "interest" is valued, the subject matter and creative techniques of the content itself have become the top priority for gaining more exposure.

Such a recommendation algorithm provides users with more possibilities for discovery, and also reminds brands to elevate content strategy to a more important position than "fan attraction". At the same time, trying to cooperate with creators in different fields will cover more target audiences.

epilogue

The uncertainty of the external environment has brought a lot of marketing pressure to the brand, but at the same time, changes also mean more opportunities.

Through this report by Dentsu, we see many new trends in the marketing of brands on media. In addition to the above-mentioned trends related to social media, other media trends such as retail media sites and the rise of super apps are also highlighted in the report. You can download the full report by replying to the keyword [Dentsu 2023] in the background of the official account.