2023 Trend Highlights
2023 was a busy year both in the world of marketing, and for RCM! During this time, we find it fun to look back on the year and think about all that’s happened, especially in the world of marketing.
Have a read below as we go through the top trends and events of the year and how they affected us in the marketing world. And make sure you read through to the end, where we offer a prediction for 2024!
January
ChatGPT
Lots happened in January, but we couldn’t do a top trends post without talking about possibly the most important trend of the year: the explosion of generative AI led by ChatGPT. Although it technically launched at the end of 2022, this amazing AI tool really became popular in January. This is also when the company temporarily put out a waitlist for the new paid version of the platform. ChatGPT took the content creation world by a storm. From writing post caption copy to full-on blog posts, marketers were extremely excited about this tool. Of course, with great power, comes great responsibility, which is why we put out a LinkedIn post on the benefits and limitations of ChatGPT.
Instagram Design Changes
Another, less transformative trend (but still an important one) that happened in January was Instagram announcing some major design changes. Instagram stated that this came after some concerns were raised that the platform was moving too far away from the traditional photo-centric platform it once was. Therefore, Instagram vowed to move some buttons around to improve the user experience. One of the major changes involved removing the “shop” tab. This greatly affected brands who primarily sell on Instagram, and caused some marketing teams to shift their focus. Check out our LinkedIn post on the subject.
February
The Super Bowl
In February, we had one of the most important marketing events of the year: The Super Bowl. In advance of this event, many brands created ads for their ads. Budweiser for example released an 11-second preview of their Super Bowl commercial in advance of the big event. Other brands took a more interactive approach, such as Doritos' "triangle-inspired dance" campaign.
Some of our favourite ads of this year’s Super Bowl were:
Frito-Lay’s PopCorners ad: Using the Breaking Bad characters and substituting PopCorners for drugs, was not only very creative but also, it completely worked. This ad had the right mix of nostalgia and comedy, while still telling the audience the benefits of the product.
General Motors’ EV ad: GM teamed up with Netflix in a creative way that helped bring attention to both companies. Will Ferrell was a great choice for the ad, as he is so recognizable among varying demographics and he brought just the right amount of comedy.
Doritos’ ad: Doritos built up some hype around their ad before it aired, and the full ad did not disappoint. Using celebrities such as Jack Harlow and Elton John, Doritos creatively told the story of a world consumed by triangles. Although this ad did not tell the audience about product benefits, since Doritos is a well-established brand, we think this was okay here.
We also published a LinkedIn post with a more in-depth recap including viewer statistics.
Jumping on the ChatGPT Bandwagon
Given the success of ChatGPT, in February we saw a huge rise in companies trying to, in some form or another, copy the success of ChatGPT by investing in other generative AI tools. Giants like Google and startups like Rembrand were racing to profit off generative content. This was great for marketers, since it meant there were so many cool AI tools for us to try out! Want to learn more? Check out our LinkedIn post on the topic.
March
Investigations into TikTok
This isn’t the first time that there’s been talk of TikTok bans, however, in the last week of February / first week of March of this year, the Canadian government privacy protection agencies launched a privacy investigation into the app. In addition, TikTok became officially banned on all government phones. Although TikTok is a great platform, this really highlighted the need for brands to be on more than one channel! We published a LinkedIn post with more details on this subject.
Unveiling of Google’s Bard
Keeping with the generative AI theme, in March of this year, Google unveiled Bard. This tool revolutionized search by allowing users to receive AI-generated answers in a bubble above the search results. This type of AI search integration makes search even easier and less time-consuming. However, for marketers, there is a downside: this also means company websites appear further down in the search results. Interestingly, this also came around the same time that Open AI revealed ChatGPT-4 with new updates.
April
Earth Day - Brands Giving Back
Brands love getting involved in seasonal initiatives, and for brands who consider themselves to be “green”, Earth Day is a very important one. Columbia Sportswear for example gave back through their partnership with Planet Water, which helps to provide clean drinking water for communities in need worldwide. Lululemon took a different approach, by launching their “Like New” resale program across the United States this earth day. This program encourages recycling clothing by selling lightly worn clothes that still have lots of life left in them.
Bud Light Campaign Failure
We couldn’t do a 2023 re-cap without talking about one of the biggest campaign controversies of the year. At the beginning of April, Bud Light partnered with influencer Dylan Mulvaney. Dylan then posted a video dressed like Holly Golightly from Breakfast at Tiffany’s, prompting anti-trans backlash from many Bud Light consumers. This led to a significant dip in sales and lots of hateful comments from right-wing celebrities. However, Bud Light made the situation worse with their statement on April 14th, which essentially stated that they never intended to be part of a discussion that would be this divisive. Many people took this as Bud Light trying to go back on their partnership, which angered a whole other group of consumers, while also not doing anything to appease the consumers who were lashing out in the first place. Overall, this campaign was a huge flop and really showed Bud Light’s colours when it comes to supporting the trans community (ie. they’ll only support the trans community if it’s helping their business).
May
TikTok Ban in Montana
In April, there were rumblings about a potential TikTok ban (for everyone) in Montana. In May, the bill was officially signed by Montana Governor Greg Gianforte. The bill is to take effect in January 2024 and will carry a potential fine of up to $10,000 per day for those who do not abide (yikes!) In addition, the governor signed a separate order that prohibits the use of other social media platforms, including Lemon8, which is an up-and-coming platform owned by the same company as TikTok. Once again, this showcases the need for marketing teams to have an omnichannel marketing strategy, and to invest in owned channels, such as the brand website.
Twitter Continues Phasing Out Legacy Verification Badges
Oh yes…you remember when this happened. Although this started in April, it continued into May. As with most social platforms that have verification badges, Twitter's blue check marks were initially intended to verify the authenticity of prominent accounts (such as a celebrity or large corporation). With this new update, any user who is subscribed to Twitter Blue (Twitter’s new premium account) will automatically receive a blue check mark. This prompted some concerns among legacy Twitter users, since accounts that pay a subscription fee do not necessarily require you to be a famous person or company. Many celebrities and large companies are also upset that they will now need to pay in order to keep their verification badges. On the other hand, Elon Musk, the owner of Twitter, has stated that he believes the paid blue check marks will cut down on bots. To make matters more confusing, Musk has given blue checkmarks to certain celebrities, including Lebron James and Stephen King, even though they have not paid for a subscription. These drastic changes showcase the need for marketers to always stay in the know on the latest updates on social media platforms.
June
Pride Month
In June, for pride month, many released special products or donated to LGBTQ+ charities (or both). Abercrombie & Fitch for example, released their “Proud Year-Round” collection, which featured rainbow colours and the return of their gender-neutral fragrance. They also confirmed a $400,000 donation to The Trevor Project.
Target also had a pride campaign, where they partnered with LGBTQ+ artists. However, in certain States, Target faced a lot of backlash for their inclusivity initiatives and ended up pulling merchandise and promotional materials back from the store windows. For brands getting involved in Pride initiatives, it’s important that these initiatives actually make a difference for the members of the LGBTQ+ community (for example, by donating similar to Abercrombie, or giving opportunities to members of the LGBTQ+ community similar to Target).
The Collision Conference
If you’re a start-up or growth company, this one was definitely on your radar! Collision 2023 featured sessions that gathered tech experts, cultural icons and global policymakers. It also had interactive Q&As, masterclasses, roundtables and speaker experiences. We had a number of RCM team members at the conference this year, and were all super impressed by all of the interesting and diverse ideas from startups and growth companies. We had so many interesting conversations, acquired a new Client or two, and expanded our knowledge in many different ways.
Of course, the conference was so much more than a networking event, it was also extremely educational! We attended some fascinating sessions from tech companies, content creators, and more. One of our favourite sessions was from Jasper AI. Jasper AI showcased its amazing generative AI technology and focused on its new feature: Jasper Brand Voice, which allows brands to get output from Jasper that's actually written in their brand voice. That's not all, the presentation also included helpful tips for how to write a great prompt. All in all, Collision was an inspiring experience and we're looking forward to next year! Read more about our experience by checking out our LinkedIn post.
July
The Launch of Threads
In early July, Meta announced their new text-based social platform: Threads. Threads is designed for sharing written updates and joining public conversations. Instagram made it super easy to create an account, by allowing users to log in using their Instagram account. Posts can be up to 500 characters and can include visual elements, such as photos, links, and videos up to 5 minutes long. Although the app is super easy to join (all you have to do is log in with your Instagram account), at the time of launch, if you opened a Threads account, you could not delete it without deleting your Instagram account as well. Some other key social media features were also missing, such as hashtags and direct messaging. Given how easy it was to join, the Threads app saw massive growth, seeing 30 million users in less than 24 hours (by comparison, Instagram took 15 months to reach 30 million users).
Twitter Becoming “X”
Twitter's rebrand to "X" was quite drastic. There's been a lot of confused Twitter users wondering what happened to their beloved bird. Elon Musk explained this change by stating that “The Twitter name made sense when it was just 140 character messages going back and forth – like birds tweeting – but now you can post almost anything, including several hours of video.” He's hoping for Twitter... or "X", to eventually become a fully-developed super app and has already taken some steps to make this happen. As July went on, the new logo of the X branding started to take over. Musk even went as far as to say that tweets should now be called "x's". With new platforms like Threads, and drastic updates like Twitter’s new name, it’s important for marketers to stay up to date to stay ahead of the curve.
August
Meta News Ban
Due to regulatory disagreements, in August of this year, Meta placed a ban on Canadian news. Google was also targeted as part of this regulatory change, but Google was willing to work with the Canadian government, whereas Meta was not. Some parties believe the ban is dangerous. This came to light when, shortly after the ban, wildfires ripped through parts of Canada, and Canadians who often look to Facebook for news updates, weren't able to find any.
Other experts believe that Meta is exiting the news sector in Canada altogether. News publishers have been trying to drive their audiences to their websites and news platforms directly, rather than their social media pages. However, this is proving difficult, especially among younger audiences who tend to get their news from social media. This situation showcases the reality that sometimes changes happen that are beyond your control. The best defense against these changes is to have an omnichannel marketing strategy. So, when one platform is no longer viable, your other platforms can carry the weight.
Threads Downfall
In August of this year, Meta started to notice that their new app wasn’t doing as well as they had initially hoped. Although the app obtained more than 100 million sign-ups within its first 5 days, by this point in the year, it had lost more than half its users. Due to this unfortunate turn of events, Meta began looking to add more "retention-driving hooks'' to keep users returning to the app. The Chief Product Officer, Chris Cox, said one of these hooks will be "making sure people who are on the Instagram app can see important Threads". In addition to this, the new updates will also include a mention button to easily tag someone's account in a thread. This turn of events really showcased the fact that you can’t count your chickens before they hatch! Just because something looks like it’s great and is going to take off, if it’s a mediocre product, chances are people will figure that out sooner or later.
September
AI Regulation
All of this generative AI talk is exciting, but there’s definitely some concern around regulation. In September of this year the Government of Canada rolled out a voluntary code of conduct for AI. The Innovation Minister stated that the self-imposed regulations will "build safety and trust as the technology spreads”. Bill C-27, which will supposedly have more formal laws surrounding generative AI, is expected to be released in 2025. This shows the importance for marketers to use these tools wisely and not become too reliant on them.
Taylor and Travis Romance
Taylor Swift and Travis Kelce’s romance took the world by a storm in late September of this year. Since Taylor Swift publicly announced their relationship, the NFL saw a 37% increase in female viewers. So, what does this have to do with marketing? It speaks to the power of strategic partnerships. Young women were historically difficult for the NFL to reach. However, with Taylor Swift on team Travis, the interest started to grow. These young women are now attending games, buying merch, and more. Talk about a power couple!
October
Introducing Lapse
Lapse originally came out in 2021, however, after some tweaks, it was re-launched in June 2023. Due to the app currently being invite-only, it wasn't popularized until October 2023. The premise of the app is to make social media more authentic. With Lapse, you take a photo, however you aren't able to see it until it "develops". Once it develops, you can either choose to share the photo or archive it. If you choose to share the photo, it will go into a journal where friends can see it. Keeping with the authentic theme, there's no option to edit photos before they are shared. The app quickly saw a spike in popularity, with many praising the authentic nature of the app. However, the app has received some criticism as well. For example, when a user signs up for the app, they must complete a series of tasks prior to accessing the app. One of which is inviting 5 friends to join the app. Given that this isn't optional, some critics have compared Lapse to a pyramid scheme. Learn more by checking out our LinkedIn post on the topic.
Quebec Softens Contest Rules
In late October of this year, the Province of Quebec softened its regulations for Canada-wide promotions. Specifically, Quebec repealed the provisions of the Act related to lotteries, publicity contests, and more. One of the reasons for this legislative change was to reduce the administrative burden on contest sponsors and the regulatory landscape. This will also make Quebec’s rules more consistent with other Provinces across Canada. This is great news for those of us who run Canada-wide contests and promotions, and, of course, for all our friends in Quebec!
November
Google and Canada Reach a News Deal
As we mentioned before, unlike Meta, Google was willing to work with the Canadian government on their new news regulations. This paid off, and in November of this year they finally reached a deal. A spokesperson from Google released a statement saying that they are "pleased that the Government of Canada has committed to addressing our core issues" and "while we work with the government through the exemption process based on the regulations that will be published shortly, we will continue sending valuable traffic to Canadian publishers”. So, reaching an agreement is possible, and it'll be interesting to see if Meta is swayed by this.
Brand Boycotts Amid Israel-Hamas War
As the war in Israel and Hamas raged on, brands began taking sides. This led to boycotts left and right, mostly from supporters of Palestine. Brands such as Starbucks and Indigo were called out as part of these boycotts given their support, in one way or another, of Israel. This highlights a difficult challenge for brands who choose to pick a side, and then deal with the consequences of picking that side. In situations as charged as this, consumers have little patience for brands who want to remain neutral. Although boycotts can absolutely send a message, there’s little evidence that they work long-term.
December
Holiday Shopping in a Weak Economy
Given the growing economic pressures, 83% of Canadians surveyed are being more cautious about spending this holiday season. As the national industry leader for consumer and retail at KPMG Canada said, “This is going to be a very challenging holiday shopping season for retailers because the consumer is worried”. This means retailers had to work even harder this holiday season to bring consumers into the store, with deals being an even bigger motivator than usual.
Looking forward to 2024
Of course, with the end of 2023 comes predictions for 2024! Keeping with the weak economy shadow, it’s predicted that there will be a shift away from vanity metrics and more towards profitability and sustainable growth. This means that focus for marketers will be on delivering tangible profits, emphasizing value, and investing in long-term sustainability. So it will be super interesting as it’ll mean a stronger working relationship between Client and Agency, as they both work together to deliver the bottom line.
Wrapping It Up
There you have it! A recap of some of the biggest marketing events of 2023. Of course, there are so many more we didn’t mention here. We’ll continue to post about the latest trends on our LinkedIn, so be sure to follow our page to stay up to date.
Want to work with a marketing agency that’s always in the know? Book a discovery call and we’ll be in touch.
Sources:
https://techcrunch.com/2023/12/05/chatgpt-everything-to-know-about-the-ai-chatbot/
https://www.cbc.ca/news/canada/tiktok-data-collection-privacy-1.6763626
https://www.cnn.com/2023/05/17/tech/montana-governor-tiktok/index.html
https://www.thepinknews.com/2023/05/16/pride-month-2023-collections/
https://www.washingtonpost.com/business/2023/06/04/target-lgbtq-culture-wars/
https://collisionconf.com/blog/collision-2023-news-tickets-updates
https://time.com/6292957/threads-fastest-growing-apps/
https://globalnews.ca/news/9885465/threads-new-features/
https://www.zdnet.com/article/what-is-lapse-everything-to-know-about-the-popular-invite-only-social-media-app/
https://www.bbc.com/news/world-us-canada-67571027
https://www.cbc.ca/news/business/bds-boycott-explainer-1.7042139