The startup scene in 2022 is thriving. With more startup competitors than ever before, online entrepreneurs are faced with an e-commerce landscape rich with consumer opportunity and global engagement across a range of platforms.
From social media campaigning to site optimisation, maintaining startup success online in 2022 has been nothing short of a struggle. In a constant battle for demographic attention, small business owners are working harder than ever to deliver campaigns that will rival industry giants and a rise in user-generated content.
In fact, high levels of competition mean that 1 in 5 startups will now not see past their first year, according to a recent National Business Capital Study.
So, as we step into 2023, it’s time for startup leaders to get smart in their quest for victory. Read on as we delve into small business promotion in the coming year, and the PR trends that could dominate the e-commerce sector.
1. TikTok Campaigning
One trend PR experts should be following in 2023, is the constant exponential growth of TikTok’s video-based social platform.
After seeing a sharp boom in consumer popularity in 2021, the social platform, with a 105% CAGR growth rate, continues to make history as the fastest-growing social media site in the last decade.
With a constant stream of engagement from a diverse, global demographic, TikTok has become a tool for small business expansion in 2022. When creating the PR campaigns of the future, TikTok should be one of the prime content spots for campaign promotion as the video-based platform is known for its virality potential.
Not only can a TikTok-based campaign reach a wider audience, but startups that take note of its non-promotional-based content format will have a much better chance of viral success, as they aim to blend their content with the user-generated competition.
After 85% of PR professionals rated video content as the most effective campaign tactic in 2021, it’s no surprise that TikTok is tipped for PR domination in 2023. If startups want to appeal to Gen Z and millennial demographics, it’s time to jump on the bandwagon and start engaging in TikTok trends as part of a small business PR strategy.
2. A Demand For Hyper-Personalisation
It’s no secret that the pandemic pushed the global population online. With over 4.62 billion people now on social media, and a booming e-commerce sector thriving in the age of online shopping, the future is truly digital.
However, as the post-covid digital shift brings new changes to the startup sector, it has also transformed the modern-day consumer. In 2023, startups will have to spend more time than ever crafting a PR strategy that meets the requirements of a nelly active audience.
Active consumers of tomorrow demand hyper-personalisation when consuming content. Bombarded with over 10,000 branded messages a day, they now expect the companies they consume from to step up their content experience, personalise products and services and send a message that speaks to their individual values.
PR strategies in 2023 must prioritise personalisation, From social content to site experience and retargeting ads, a brand must spend time really getting to know its audience if they want to see a spike in demographic engagement.
“Consumers don’t just want personalization. They demand it. With store and product loyalty more elusive, getting it right matters,” McKinsey reported earlier this year. “Roughly 75% of consumers tried a new shopping behaviour in the last 18 months, and more than 80% of those intend to continue with new behaviours.”
New stats show that a whopping 63% of online consumers will simply bounce off of a site page or social post if it fails to address their personal values and gratifications directly. Therefore, PR in 2023 must be a user-focused affair if startups are to see success.
3. AI-Based PR
Another PR trend that could dominate the sector in 2023 is AI-based campaigning. Used primary to assist campaign optimisation, artificial intelligence is quickly being adopted by a large number of small, medium and large enterprises in an effort to manage the widescale campaign demands set by a global audience.
There are a number of ways a small business can utilise artificial intelligence when both planning and executing a campaign, from improving audience targeting by artificially segmenting large influxes of data into specific target groups, to enhancing ad-personalisation and improving the general consumer experience.
(Image Source: Finances Online)
As you can see here, even before the pandemic’s digital shift, AI was already used by 26% of marketers to improve campaign optimisation.
2023 is set to be a year focused on data. For a PR campaign to be successful in an online environment small businesses must pour focus into their analytic strategy in the new year. Adopting AI-infused tools into a small business strategy is a great way to stay on top of consumer trends and create a PR campaign that targets them.
4. A Mobile First Approach
One trend that has been on the cards for the last five years is the descent into a smartphone-focused future.
2023 will be no different, as startups continue to optimise their content for a hyper-personalised mobile experience. From site UX design to creating social content that fits a mobile format, PR campaigns of the future must have a mobile-first approach if they are to be successful amongst a Gen Z and Millenial audience.
In fact, a recent study by Finances Online found that 55% of conversions can be attributed to mobile-based searches.
(Image Source: Finances Online)
With over half of all online interactions performed on a mobile device, it’s no surprise that a mobile-first approach to PR has become essential for small business startups.
The key here is to imagine a campaign in a mobile format and tweak content elements to optimise a smartphone user’s experience. From simplifying site copy to focusing on providing a more visual experience, a mobile-based campaign should be short, sweet and eye-catching for the consumer.
One way to ensure that content is optimised for both a mobile and desktop experience is to use a number of online tools and external services to aid the creation of a mobile-first experience.
By consulting copywriting agencies, such as Solvid Digital, that can optimise site copy, site design and SEO strategy for a mobile-first approach to brand promotion, small businesses can quickly transform their campaign so that it speaks to a wider demographic and gains more engagement. It’s also easy to hire PR specialists such as the ones at Pressfarm who can take care of additional services and create a custom and comprehensive PR campaign to meet business goals.
With an affordable package from Pressfarm, a business can get its press release writing and distribution taken care of. Beyond that, clients can also get engaging guest posts that will draw members of the target in and boost sales or sign-ups for products or services. Finally, clients get an eye-catching media kit to help them advertise their business widely and custom media lists to help them do extended and personalized media outreach.
5. A Push For Immersive Campaigns
Last but not least, there will be a push for immersive campaigning on the back of AR/VR success.
Since 2018, the use of VR/AR in PR has increased by 75%. As popular applications such as Snapchat and Instagram continue to lead the way forward for AR-based content immersion, using a mix of AR-based filters, the modern-day consumer now expects to be immersed within the content they consume.
The PR campaigns of tomorrow must be interactive if they are to see widespread online success. As the rise of AR-based hopping takes off, the future could see consumers digitally trying on clothes, or virtually painting their walls before picking out the perfect paint colour.
The key here is for small business leaders to get creative with their campaigns. As we step into a new era of immersive technological aids, it’s up to startups to start using them to their advantage if they want to compete with industry giants.