International Women’s Day is a time to celebrate the many achievements of women throughout history and bring awareness to inequalities that still exist today. In recognition of this important, global holiday, we asked some of our female leaders from across the CP family of offices to reflect and respond to a question about their accomplishments, influences, and the impact they’ve had on their peers as women in leadership. 

How do you hope to have been an influential figure to your peers?

To be creative, you have to appreciate all perspectives and unique voices. I’d like to think I’ve encouraged people to show up authentically and without pretense. I strive to create a space for each voice to be heard and ideas to surface without judgment, allowing them to breathe and evolve into something unexpected. I would hope that I’ve set an example that in order to be a successful creative leader, you need to be equal parts challenger and nurturer. I’ll continue to set high expectations but navigate the process with kindness. It’s a tough but necessary balance.

Alyssa Toro
Sr. Partner & Chief Creative Officer
Boston

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What accomplishment are you most proud of as a professional?

I am really proud that I successfully switched careers three times over the past 25 years. I pursued my dreams and was not afraid not to follow the conventional career path, although my passion for marketing and advertising was always part of those careers.

It took a massive leap of faith, and self-belief, to leave a very well-paid job with Ireland’s largest TV, radio & online platform, fulfilling a dream to open my own business. Not choosing the safe route taught me that if you have a good work ethic, are resilient, persistent and are prepared to put everything into making a decision a success, there is no reason not to succeed.

Vaunnie McDermott
Managing Director, Connelly Partners Dublin
Dublin

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What is something you are grateful for as a woman in business?

I’m grateful for the team of amazing, diverse women that I am blessed to be a part of – mentors who have helped me grow over the years; peers who have developed through similar trajectories as I have, balancing years of raising children with also managing a career; and most importantly, my younger colleagues, who have risen through a very different set of circumstances in college and their young careers that constantly challenge me to think and do things differently. I learn from this group every day – and it’s both humbling and inspiring – and makes me always aware of the impact we have on each other in this business. 

Michelle Capasso
Partner & Director of Media Services
Boston

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In your opinion, who is the most influential female professional/historical figure and why?

Michelle Obama has used her platform to make people feel seen and heard. With an eye toward our industry, I’m inspired by how she’s used entertainment and storytelling to broach challenging topics and make them approachable while also elevating diverse voices and perspectives. As a new mom, I appreciate how she’s balanced her work and family life – and kept it incredibly real about what that looks like, even if it’s not always rosy.

Claire Eisenberg
Director of Corporate Communications
Boston

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The 2023 theme of International Women’s Day is #EmbraceEquity. In the spirit of this theme, what does this mean to you? How do you embrace equity?

For giggles, I asked Chat GPT what it means to EmbraceEquity — this is what I got:

“Embracing equity means recognizing and actively working to eliminate systemic barriers and injustices that prevent individuals or groups from accessing opportunities and resources fairly.”

This is eerily accurate, considering that it was generated by an AI Chatbot.

But in all seriousness, this is close to what it means to me to Embrace Equity, as evidenced by my financial and physical support of the YWCA. I’m on the Board of Directors of the Delaware affiliate and have been a long-time leadership donor. This organization truly embodies my passions in its mission: To empower women and eliminate racism. 

To me, Embracing Equity also means recognizing, celebrating and embracing all of the differences, life experiences, cultures, food, music, histories and traditions of all of those around me, and seeing what I can learn as a result. 

Michele Hart-Henry
Managing Director, Connelly Partners Health
Boston

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What is one thing you hope to do to help advance women in your lifetime?

I hope to help demolish cultures of overworking & burnout. Traditionally, the choice or the desire to have a work/family/life balance has been viewed (in particular for women) as a choice that holds them back. The problem is not the choice to prioritize balance, but the cultures of overworking and burnout that make this choice necessary. I hope in some small way, in my own circles and organizations, to be able to create and nurture environments where these choices aren’t necessary.

Emily Kozniuk
Director of Brand Services, VRX Studios
Vancouver

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What is one small way you are showing your support and appreciation for the women in your life? How are you celebrating/observing International Women’s Day?

This International Women’s day I’m reflecting on and deeply missing one of the most impactful women in my life… my best friend Sonya, who passed away from cervical cancer (a uniquely women’s disease) in November. So I am showing support and appreciation to her two beautiful daughters and to all who loved her. And I will never take for granted all the strong, resilient and fabulous women who are in my life; my Mum, sisters, daughter, friends & CP colleagues. 

Mary McMahon
Group Strategy Director
Dublin

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Look back at the little girl you once were. What is something that you’d like to tell her? 

I would tell the little girl that I once was that hard work, determination, and passion are the three essential components to creating longevity in your career and fostering a work environment that feels equal parts rewarding and exciting. Believe in the power of manifestation. Not everyone is going to like you or believe in what you do, so be your best advocate and trust in yourself and your abilities. Write down your career-defining moments and the compliments that you receive along the way, so you can look back on them when you need an extra boost or reminder that you are good at what you do! I would also remind her that there will be adversaries along the way, but it’s important to stay resilient and positive. Lastly, I would advise her to prioritize self-care and never forget to take time for herself and her loved ones amidst her busy career. Life is short…enjoy it. 

Alyssa Stevens
Director of Public Relations & Social Media
Boston

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What does International Women’s Day mean to you?

Marking a specific day in honour of International Women’s Day is an inspiring reminder that gender inequality is still prevalent and that much work still needs to be done to achieve balance. Personally, the day acts as an extra nudge for me to ensure that as a senior leader, I continue to play a role in moving our working environments forward and achieving gender parity so that the women that come after me do not have to face the same challenges that I have had to.  

In truth, the week leading up to and after also has me fired up as I read never-ending stories of unjust discrepancies between men and women. At times shocking and at times deflating, it is also inspiring to witness how many of us are intentionally and meaningfully creating change. I do strongly believe that this change also needs to occur multi-generationally – there must be a focus to educate children, both female AND male about gender parity and what they can do to shift the future. Here is an oldie but a goodie that I like to share to illustrate this.

Nadine Cole
President, VRX Studios
Vancouver

 

Gene Begin, Managing Director, CP Education

Day 8. In a way that causes much annoyance and anger for those who know me. Eight is my favorite number and many decisions in my life are strangely shaped by my infatuation with it. What better day than Day 8 then to write a blog post about my transition from inside higher education to an outside partner and add some context to what starting as the inaugural Managing Director of CP Education actually means to me and Connelly Partners. 

I would be remiss in not sharing that leaving Wheaton College Massachusetts after becoming its inaugural VP of Marketing & Communications seven years ago certainly came with sadness. I learned so much from so many during my time within that amazing environment and I will take that knowledge and evolved mindset with me forever. From a brand strategy framework redesign and a college-wide website reimagination, to bringing enrollment marketing in-house and finding continued success despite the pandemic, a new foundation of integrated marketing was built to showcase the Wheaton story and brand to new audiences and advocates.

After 23 years in higher education, it was important for me to still be connected to the industry and continue to market and showcase the value of education to change lives. I have found so much joy in being part of brand evolution and digital transformation at multiple institutions and I really wanted to bring that energy, excitement and evolution to more organizations. As CP’s first managing director within the education vertical (BTW, we have an amazing practice for the health industry that I have already learned so much from!), I will get the opportunity to work with new and existing education clients on brand strategy and integrated marketing to digital transformation and media campaigns.

What I have discovered as I grow older (I mean, more experienced) in my career is that I have an entrepreneurial bug to build within established organizations. Having been at Babson College for 15 years as both an employee and a student, and intimately involved in the promotion of entrepreneurship as a mindset and not simply a start-up venture, I certainly can attribute my interest to that education, experience and environment. 

I may have a fear of starting something on my own, but I’m glad Steve Connelly did not in 1999. The opportunity to work with the leadership, senior partners and talent within Connelly Partners had always been an intriguing idea, something that was not quite dormant and ready to be activated. I have long admired CP throughout my career from close (as a client for five years) and from afar (as we built our Wheaton MarComms division over the past seven years). 

The education marketplace is at a transition point that is ripe for marketing excellence. The value of higher education in particular is often being questioned and sometimes being attacked as there is a lot of angst and disgust with it within some factions of society. Price sensitivity and a more educated, digitally-fluent consumer has also led to a more authentic search process for education seekers. Audiences are driven by truly understanding the value of the offered experience by matching the student needs and desires with the why and expertise of the educational organization. Delivering and amplifying the right message of your purpose at the right time to the right audience is more crucial than ever. This is why I’m excited to build upon and amplify the great work CP has already done in the education industry and help deliver solutions for even more educational organizations to showcase their why. 

Unrelated, but if you did make it this far and enjoyed the randomly intentional references to the movie Inside Out, a sequel is coming out in 2024.

At CP, we are always asking “why?” We’re fascinated and ever curious about customer mood and mindset. Here’s a few observations and constructive fodder for discussion from our anthropology and strategic planning teams from this past quarter.

1. Division Begets Division:
Don’t get sucked into taking a side.

Observation: The U.S Midterm Election illustrated again how voters of both parties no longer view elections as chances to shape the direction of government policy, but as existential battles. Voters are willing to stand by questionable candidates rather than defect to the other party. 

Due to the rigidity on the two sides, where independent voters go, so goes a midterm election. It begs the question of how brands should speak with the left, right AND middle when choosing or switching sides seems like the last thing on people’s agenda.

What brands can do: Don’t fall into the same cycle. You have a timely opportunity to recognize and celebrate shared values that remind us that, as humans, we still care about the same basic things…that everyone has some goodness in them; that we all want to do the right thing when we can. 

Sources: The Atlantic, The Economist, Cook Political Report

2. Hate Is Still Hot:
Anger is easier than love, and also less effective.

Observation: Kyrie Irving and Kanye West are the latest examples of the unhealthy state of hate, and how people are using their social platforms to spread hate and incite anger. West unleashed a myriad of antisemitic comments and Irving publicly defended a documentary laden with antisemitic views. The takeaway…further division and the clear diagnosis that hate and injustice of all kinds still remain at the forefront of society, even today. (Data shows a 128% increase in antisemitic-related internet searches in the past three months.)

What brands can do: There is a growing need to pragmatically and authentically position your brand in a place of love, inclusion and positivity. To overly address the platforms of hate, risks giving them credibility, rather embrace tactful ways to invite all people into your brand.

Sources: The New York Times, NBC News

3. Twitter Is a Mess(age):
Look between the lines.

Observation: It’s well-documented and roundly-reported that since Elon Musk completed his $44 billion acquisition of Twitter, the influential social network has shed staff, lost users, and seen advertisers pause their participation in the platform. 

As people see more and more institutions being influenced by strong, centralized powers they’re more likely to seek brands that guard against that power. So will other stakeholders. 

What brands can do: This is about empowering others across, up and down your organization to share responsibilities when it comes to company policies tied to culture, work environment and human resources. This allows business leaders to decentralize aspects of leadership while still owning and driving longer term business and growth strategies.

Sources: CNN, Twitter, The Guardian, Yahoo News, Buzz.ie 

4. Cash Stuffing, It’s a Thing:
As the recession arrives, so is financial discipline – even for those who had reputations for lacking it.

Observation: Cash stuffing is a method of budgeting that involves withdrawing money from your account and physically allocating it to different spending pots. Banking platforms and technology are now being used by people to plan, budget, and monitor spending in more responsible ways that give a sense of control.

Google searches for ‘cash stuffing’ have increased by 274% and the TikTok hashtag has generated over 498 million views to date.

What brands can do: Understand that financial safety is a key element within the consumer mindset. Brands should encourage improved budgeting skills to lower anxiety around finances and speak to overall value as a way to be more relevant with younger audiences.

Sources: Irish Mirror, Planning Finances, USNews

5. The Hidden Significance of Yellowstone:
We all need to escape every now and then. 

Observation: Yellowstone’s season five, ratings-breaking premier brought in 12.1 million viewers, and interestingly, viewership among 18-34 years old grew 53% from the show’s past season. 

This is an example in modern media of networks leveraging escapism, a behavioral tendency which has become increasingly prevalent and popular. This is likely due to the fact that many consumers are using media, particularly since the pandemic (and especially TV) as an outlet to escape their respective realities in search for something else. In this sense, they are using media to connect with ideals and values that they may not be as strongly represented as they’d hope in their lives and in modern society as a whole.

What brands can do: Simply being aware of the visible cues and subject matter that consumers are drawn to can provide content guidance across branded digital channels. Whether it’s discussing or making reference to a favorite show or a specific character, it’s an easy way to spark engagement with your customers.

Sources: Entertainment Weekly, The Guardian, The Atlantic

All good things expire. Look out for more reports coming soon.

Michele Hart-Henry, Managing Director, Connelly Partners Health

Groceries, Electronics and Primary Care Visits – Amazon’s Newest Entry at Your Fingertips

A few years ago, convenient care meant visits to the retail walk-in clinic in pharmacy chains, big box stores and some grocery stores. COVID-19 brought new emphasis to telehealth visits, expanding the definition of “convenient” out of necessity. Amazon, which has long been making forays into healthcare, recently announced its entry into the world of convenient care – Amazon Clinic.

Amazon’s latest service literally puts the power of primary care in the palm of your hand. I recently tried it out. While efficient, my experience with Amazon Clinic needed more clarity and, more importantly, humanity. 

After a quick registration process, I started a brief, text-based health questionnaire about my visit and why I sought care. I then received a text stating that the healthcare practitioner would follow up with a treatment plan within four hours. Two minutes later, I received another text message from a nurse practitioner who said she would review my visit. After an additional  five minutes, she texted again to say that she couldn’t help me and that I’d need to visit my primary care physician.

After that, I received yet another text from the nurse practitioner informing me that my visit was under review. At that point, a physician, new to the visit, let me know that their treatment protocols had picked up on the word “dizzy” and kicked me out of their treatment locus. The doctor then said it was no problem to send a prescription for motion sickness patches to my pharmacy.

In multiple news stories about Amazon Clinic, company officials tout the convenience and ability to get treatment for about 20 lifestyle and non-urgent medical conditions. The company doesn’t take insurance for the visits, instead charging a flat fee by condition or treatment.

At the recent HLTH 2022 conference in Las Vegas, speaking about Amazon Clinic, Nworah Ayogu, M.D., Amazon’s chief medical officer, said that the online retail giant is “leading with its competency” of connecting customers to the products and services they want. “We’re connecting customers to providers who provide care. We’re playing matchmaker and building a great customer experience. It’s a win-win,” Ayogu said.

While Amazon Clinic uses the term “visit” to describe the exchange, it’s essentially a transaction driven by pre-determined protocols and algorithms with minimal human intervention. Depending on your needs, that could be a flaw in the offering. It is a convenient route for some types of ordinary care; however, Amazon’s connections are superficial compared to traditional care relationships among practitioners and patients. 

Connecting people to the care, products, services and therapies they need to reach their life’s goals is critical in our approach to healthcare marketing at Connelly Partners Health. Furthermore, we lead with empathy and humanity to do so. 

Will I use it again? Probably. It’s a viable option for some routine, non-urgent care needs. But, for most things, I prefer my care with a decidedly more human touch.

Colin Hetherington, Managing Director, ZOO Digital
Martin Byrne, CTO, ZOO Digital
Rachel Carrigan, Head of UX/UI, ZOO Digital

It’s estimated that in 2023 we will hit peak internet – we just won’t be able to fit any more into our daily lives. With that comes a new battle for brands to gain customer attention. So what does that mean for what’s ahead this year? 

Well, at ZOO we are predicting a strengthening of the “human” online experience, even greater interactivity, increasing “subliminal digital,” continuing data visualisation and not to forget good old email marketing, which can get overlooked but still plays a key role. From a pure user experience point of view, we predict brands will realise that improving customer experience will bring new sales, that there’ll be an even greater holistic approach to CX while the “always above the fold” approach to website building will be no longer. 

Read about all the 2023 trends predicted by the ZOO team below. 

Peak Internet

2023 will be the year of peak internet. In 2022, according to GWI, the average global time spent online hit 6 hours 43 minutes per day, down from an all-time covid-induced high of 6 hours 56 minutes in 2021. Next year, we estimate global daily online usage will plateau at 6 hours 40 minutes.

Combine this with further predictions that global digital media spend will increase by 12% in 2023, meaning brands and businesses will be competing fiercely for audience attention online. 

To grab people’s attention, many brands will take a more holistic and complete approach to their digital strategy by adding new channels, focusing on their user experience and identifying the real value they can provide through content.

Even More Interactivity

According to HubSpot, 90% of marketers will increase the use of short-form video in 2023. This is despite video engagement rates decreasing across certain formats and platforms. 

A TikTok case study cited 3.33 seconds as a strong result for an average campaign video view. So, brands have 3 seconds to capture, engage and keep a person viewing a piece of short-form video – that’s not a lot of time at all.

Don’t get us wrong, short-form video is important but we predict that in 2023 we will see brands beginning to move away from video content to create even more engaging and interactive experiences – think Burger King’s classic Subservient Chicken or Red Bull Strike – that combine both creativity and technology to create something special.

Subliminal Digital

With attention hard to earn and video views being short, we will see the emergence of a new practice called Subliminal Digital. The objective will be to use every fleeting half second to create brand awareness. 

This will involve reviewing all brand elements (colour, logo usage, audio cues, opening frames, product placement) across digital channels with a view to maximising every micro opportunity for brand recognition.

Strengthening the “Human” Online Experience

The threat of recession, reduced customer spending power and the battle for attention will result in higher cost per acquisition rates in 2023. With customers becoming harder to get, there will be an even greater focus on keeping those you have happy.

According to a PwC report, what makes a good customer experience is speed, convenience, consistency and friendliness. And one big connector: the human touch. In 2023, we will see the rapid advancement of AI and its ability to replicate human interaction through the adoption of chatbots and digital assistants that offer personalised services. 

Email Marketing Still Quietly Does Its Thing

Not a trend for 2023 but something that needs to be given the credit it deserves, as it is often overlooked in these types of lists, is email marketing. With the ever-increasing importance of first-party data, email marketing should be core to creating ongoing, cost effective communications with customers. Whether a customer opens it or not, the fact they see you in their promotions folder is a micro reminder that you’re there. 

Data Visualisation Is Still Key

Another area set to continue to play a major part in 2023 is data visualisation. The fact is that marketers continue to be overloaded with data, which too often forms a meaningless mass of numbers. However, there’s gold in that data. Through clever curation and interpretation, UX teams can derive better evidence-based insights to act upon. A great example of bringing data to life was released just recently – Spotify’s creative visualisation with Instafest let you create your own festival lineup from Spotify playlists and 2022 Wrapped – Story of your year with Spotify. We predict more of that from brands in 2023.

More CX, More Sales

The thing is, customer expectations are now pretty high when it comes to a lovely, positive experience on websites and apps. And it’s that experience that makes them increasingly return and spend. 

We’re going to see the continued realisation by businesses that their customer experience should be front and centre in their acquisition, sales and retention strategies. That’s going to mean some investment, particularly in a test-and-fix cycle in how they improve their online offering. 

There is a growing appreciation that fixing the online user experience (UX) is only a part of the puzzle. Customer experience (CX) will begin to encompass all customer touchpoints so that they all work in concert, using the same language, intent and purpose. Your digital, OOH, DM and everyone speaking to your customers will need to use the same language and synchronise their efforts – especially sales. 

RIP “The Fold”

The ongoing chat about “below the fold” will finally be put to rest and nobody will come to the service. Analysts will finally convince sales VPs that customers scroll and that the top of the page isn’t the only show in town. 

We’ve known for years from heatmaps and eye tracking that users scan for words they recognise and have been trained to ignore the hero banner (well, mostly). Journey mapping, AB testing and easy-to-interpret measurements will all help convince the CEO that there’s more to the store than the front window. 

The CP Data & Analytics Team

Procrastinators Play Catch Up on Google Analytics 4 (GA4) 

It’s impossible to talk about data and analytics in 2023 without acknowledging the official sunsetting of Universal Analytics (UA) on July 1, 2023, a date set by Google back in early 2021 after the release of GA4. As of mid-year, there is no more sitting on the fence – GA4 will be the only option for Google Analytics. And while many organizations have prepared for this moment, there will undoubtedly be ample last minute scrambling among the stragglers who have failed to adequately plan for the UA to GA4 transition.

Cookieless Future Fuels Innovation 

While Google has officially delayed the depreciation of third-party cookies in Chrome until the second half of 2024, the inevitability of a cookieless future will stoke innovation during 2023 as organizations search for new tracking and measurement solutions that are not dependent upon cookie-based identifiers. Google’s decision to delay is, in part, allowing them to further test their Privacy Sandbox solutions that are scheduled to be made generally available in Q3 2023. On parallel paths, however, there are a plethora of organizations racing to develop their own proprietary solutions ranging from clean rooms to universal IDs, from digital fingerprinting to ID graphs.

Acceleration Toward First-Party Data 

In light of cookie depreciation, the trend toward more actively collecting, integrating, and leveraging first-party customer data will accelerate in 2023. And while some organizations have never lost sight of the value of first-party data, many others will have to jump-start their efforts by first navigating a shift toward first-party, data-based customer strategies. On a parallel path, they will have to contend with the tactical and operational realities of the underlying technical and analytical investments that will be required to support the transformation of data to insights in order to generate a positive return.

Data Visualization Shifts From Being Production-Focused to Consumption-Focused 

Where data exists, it can always be turned into colorful charts, graphs, and diagrams. That makes it visually interesting. To be sure, the many tools and platforms used in this space are arming analysts with an endless stream of new options for producing visualizations that are more dynamic, mobile-friendly, shareable, etc. But the real shift in 2023 will be toward making visualizations more user-centered and story-based as meaning is increasingly prioritized over metrics.

Evolving Consumer Privacy Landscape  

GDPR-type regulations are fast coming to the United States. California passed the California Consumer Privacy Act (CCPA) back in 2018, but has new regulations, as part of California Privacy Rights Act (CPRA), going into effect on January 1, 2023. Because of the large number of consumers represented in CA, the California legislation tends to get a disproportionate amount of attention, but it’s worth noting that a number of other states have passed similar consumer privacy laws in the past couple of years and we expect 2023 to see the rollout of new state-level laws that are currently at various stages of legislative consideration. See IAPP tracker here. 

Exponential Data Growth Increases the Need for Data Security

With the average cost of a data breach during 2022 totalling nearly $10M (Statista, IBM), organizations are going to be pushed to make more significant investments in the security of their exponentially growing volumes of data. As organizations work to secure their environments with firewalls, IP protocols, etc., one of the best countermeasures to a security breach is to build awareness across an organization’s workforce and provide training for identifying potential cyber security threats. In 2023, we expect to see this kind of training increasingly prioritized.

Alyssa Stevens, Director of PR & Social Media

TikTok’s Popularity Will Continue to Grow

We’ll see even more brands capitalize on the platform’s viral nature from both a creator collaboration and owned channel standpoint. With Instagram trying to keep up by prioritizing Reels (and as a result, turning off the influencer community with its algorithm changes) and Twitter ending Q4 in a period of unrest, TikTok will be the platform of choice for both creators and brands. The platform’s captive audience, paired with its increased efforts to support its creator community, foster the perfect environment for brands looking to gain brand awareness through engaging, short-form video content.

The Roles of Creators vs. Influencers 

We expect to see brands’ investment towards influencer marketing increase. Creators and Influencers are the editorial and advertising mediums of the future, and we will continue to see brands leverage their creativity, content creation skills, and audience. While the terms “influencer” and “creator” have become somewhat interchangeable, we’ll begin to see clearer delineations between the two, especially in terms of how brands use them. Brands will tap into creators as a content vehicle, utilizing that content to power their social media, website, paid social, and the like. Separately, brands will look to influencers to rent their audience as a way to bring greater awareness to their brand and that content. Both creators and influencers are equally important to the social equation and brands that “win” will know how to capitalize on the strengths of both. 

Shift in Attitude Towards Social Media Usage

We’ll see a shift to more interest-focused rather than social-focused social media usage. With the mass adoption of TikTok and the amount of time that people spend on the app, we’re seeing a major shift in how people are utilizing social media. Users head to TikTok to view and engage with content around their interests — which is typically not created by people that they actually know in real life. Creator content, which the “For You Page” prioritizes based on user behavior on the app, allows for connection around common interests, forming online communities around those topics. With users spending upwards of 95 minutes a day on TikTok, we will begin to watch more brands join the movement of curating interest-based content to ensure that they are better integrated into the future of social media. We’ll also see creators narrow in on more specific niches for their own content as a way to reach audiences who align with their subject matter. 

Influencers Expand Outside of Social Platforms  

More and more, brands will leverage their influencer partners for creative campaigns, in-person appearances and events, product collaborations and capsule collections. Influencers have become celebrities in their own right and that star power can benefit a brand well beyond a social media post. Additionally, influencer-generated content will find itself playing a bigger role on brands’ websites as a more authentic way to illustrate products and offerings. 

Short Videos Will Outperform Long-Form Content

Short-form video is here to stay and brands who want to continue to make an impact on social media need to incorporate more of it into their social strategy. While time spent on social media continues to increase, consumer attention spans dwindle. Users now want to be entertained and engaged within the first few moments of their social experience with your brand. Videos tend to get stronger engagements and views and social media platforms, like Instagram, are prioritizing video content over static images. We expect to see more and more brands collaborate with creators who are comfortable shooting and editing short-form video content to help them win in this new content landscape. 

CP’s Global Leadership Team

Looking towards 2023, CP’s leadership team shared their predictions below on what brands can expect to see in the upcoming year. From TikTok to Google Analytics and beyond, see what’s in store… 

Shift in Attitude Towards Social Media Usage

We’ll see a shift to more interest-focused rather than social-focused social media usage. With the mass adoption of TikTok and the amount of time that people spend on the app, we’re seeing a major shift in how people are utilizing social media. Users head to TikTok to view and engage with content around their interests — which is typically not created by people that they actually know in real life. Creator content, which the “For You Page” prioritizes based on user behavior on the app, allows for connection around common interests, forming online communities around those topics. With users spending upwards of 95 minutes a day on TikTok, we will begin to watch more brands join the movement of curating interest-based content to ensure that they are better integrated into the future of social media. We’ll also see creators narrow in on more specific niches for their own content as a way to reach audiences who align with their subject matter. 

Data Visualization Shifts From Being Production-Focused to Consumption-Focused 

Where data exists, it can always be turned into colorful charts, graphs, and diagrams. That makes it visually interesting. To be sure, the many tools and platforms used in this space are arming analysts with an endless stream of new options for producing visualizations that are more dynamic, mobile-friendly, shareable, etc. But the real shift in 2023 will be toward making visualizations more user-centered and story-based as meaning is increasingly prioritized over metrics.

The Great Search Engine Shake-up

For more than a decade, Google has enjoyed a dominant position as the default engine for the masses. That’s about to change. Gen Z’ers already conduct more than 40% of their search queries on TikTok and other alternate platforms. Millennials are right behind them. Both generational audiences cite less sponsored results and all-video results that TikTok and other social platforms provide as the lure. In 2023, we predict to see older generations begin a similar and significant shift in search engine default behavior. We believe Google’s search engine dominance (accounting for well north 50% of all search queries online) will be a thing of the past within 24 months.  

Peak Internet Will Cause a More Holistic Approach for Digital Attention

2023 will be the year of peak internet. Next year, we estimate global daily online usage will plateau at 6 hours 40 minutes after the COVID-induced high of 6 hours 56 minutes in 2021. With global digital media spend increasing by 12% in 2023, brands and businesses will be competing fiercely for audience attention online. 

To grab people’s attention, many brands will take a more holistic and complete approach to their digital strategy adding new channels, focusing on their user experience and identifying the real value they can provide through content. Specifically, this means even greater interactivity, an increasingly subliminal approach to infusing a brand in all communications, continuing data visualisation and not to forget good old email marketing, which is overlooked but still plays a key role. From a pure user experience point of view, we predict brands will realise that improving customer experience will bring new sales, that there’ll be an even greater holistic approach to CX while the “always above the fold” approach to website building will be no longer. 

Video Content Is King 

The need for content will not change, and having a mix will be more important than ever. There will be a greater need for more niche pieces of content that fall under a brand’s mix including product videos, how-to’s and info-torials. How does a product work? Quick cooking instructions? How to open an account Consumers aren’t looking for the PDF with the instructions, they are looking for a step-by-step walkthrough. Is it big brand storytelling, maybe not, but it is literally how people are using your client’s products.  

Shopper Growth – and Expansion

The massive e-comm shift post-COVID resulted in significant budget shifts to the channel, and shows no signs of stopping. Retail media’s unique value of being able to close the attribution loop will continue to become more valuable as companies brace for more economic volatility in 2023. Look for increased players in the space as more retailers expand and monetize the value of their consumer connections.

This Is the Year That AI Will Help Everyone Look Perfect – And That Might Not Be So Perfect

As user interfaces become more accommodating to most of our nonprofessional abilities – our collective photo-editing skills will rise. Our phone lenses allow high-quality images, but now AI editing apps are giving novice shooters a bridge to making their photos and the people in them look model-quality.  

Lensa AI iOS app’s intuitive macOS design and capabilities bring a brand new way of making your selfies magazine-cover-ready. The ultrasimple app leaves conventional filters and photo editing tools in the dust. Their new magic avatar feature promises that your skin will look smooth, your eyes perfect, and your life as glamorous as your most hated pop-celeb or most adored super hero. Facing a widely debated concern that it promotes unrealistic standards of beauty, the app has still managed to attract 17 million downloads since the new feature was introduced. It’s hard not to see the irony that one of society’s ugliest qualities is being amplified by a beautification app.

Hillary Williams, Group Brand Director

This year’s Warrior-themed annual Ad Club Women’s Leadership Forum came at a pivotal moment, a time where many feel as though instead of taking strides forward, women’s equality has shifted into reverse over the past year. It was an uplifting day of female empowerment, an opportunity to learn and seek inspiration from an impressive range of standout women alongside fellow colleagues and clients I respect and admire. 

The forum centered around the power of women’s voices, passion and determination to influence culture, policy and overall societal change on a local and global scale. But above all, one theme that stood out to me across each woman’s perspective was their focus on empathy. 

As marketers, we talk a lot about the notion of empathy for others – for our teammates, clients, colleagues, target audiences … but what hit hard with me throughout the conference was the importance of empathy and compassion not just for each other, but for ourselves. As women, it’s our natural inclination to lean into the “mental load” and take on as much as we can, often without realizing the effect. 

The importance of starting with yourself in order to empower others and drive change resonated with me in three key ways:

Know Your Worth. 

One of the most remarkable speakers of the day was Andrea Campbell, the Democratic Nominee for Massachusetts Attorney General. Campbell lost her mother to an accident at eight months old, didn’t meet her incarcerated father until she was eight years old and lost her brother, who passed away in prison. Despite these adverse circumstances, she went on to become the first member of her family to attend college, going to Princeton, followed by UCLA Law, and was elected to Boston City Council in 2015. While this is an admirable story of perseverance, what resonated with me most was the mentality she embraced to get where she is now. 

Campbell refused to let the immediacy of her early childhood define her and from a young age she knew she was more than the traumatic family experiences that surrounded her. Despite moments of  imposter syndrome that so many of us face, she fostered an inherent confidence in the value she brought to each day and focused on what she could vs. couldn’t do. She started each day by celebrating herself, what she had accomplished and what she wanted to accomplish – as she says, doing her “mirror work” as a morning affirmation ritual to take on the day’s challenges. By starting with herself and the unwavering determination to own her story, she was empowered and braced to give back that empathy and compassion to so many others in her life. 

Be Your Own Best Advocate. 

As colleagues, mothers, spouses, caregivers and friends, our focus is rarely on ourselves and society is quick to reward and recognize women for our selflessness. New York Times Bestselling Author, Eve Rodsky, talked about the need to be consistently interested in your own life – as much as you are for the work and lives of those around you. Fittingly, when I started to write this note on my phone during the conference, “family life” automatically popped up before I could type “own life.” [Sigh], even iPhone algorithms are set up to hero female selflessness. 

Rodsky says that by being your own champion, you’ll in turn be the best advocate for those around you. Her work is centered around solutions to combat the mental load of women shouldering ⅔ or more of the unpaid domestic work and childcare for their homes and families. She brings the honest perspective on the inequality of her own previous marriage and has developed a gamified system for partners to evenly distribute domestic responsibilities of “invisible work.” 

Rodsky offers a practical day to day approach we can apply vs. other abstract advice around inconsistent self care and “you time” that don’t actively alleviate the chaos of everyday core responsibilities. Through her interviews of more than five hundred men and women, she developed a list of 100 common household tasks and the guidelines and discussion points for how partners can prioritize and get it all done, together. Empathy for ourselves, prioritization of our own needs and a practical system that alleviates tangible work can help lighten the mental load and create space for a truer, more present version of ourselves. 

Don’t Judge What You Don’t Know.

With the reversal of Roe vs. Wade last June, women’s physical and emotional health has taken center stage as passionate advocates on both sides make their case. Guest speaker and award-winning author, Jennifer Haigh’s, new book Mercy Street highlights the disparate perspectives on all sides of reproductive justice through the stories of the workers and protesters at a Boston clinic. The book is based on her own experience volunteering at a women’s clinic, and while she is pro-choice, her main point is that regardless of stance, “the majority of people know very little about what abortion actually means in an individual personal’s life” or the empathy each woman must have for herself in order to make the right decision. 

It’s a statistically common experience, as one in four American women will at some point have an abortion – but each situation is unique and deeply intimate. At the crux of her pro-choice belief, is the notion that each woman knows what is best for her body based on her individual circumstances and experience. Female intuition is powerful and extremely personal. The “climate of secrecy” society has fostered around the issue limits honest dialogue and perpetuates stigmas that many cannot see past. She argues that having empathy for ourselves and our right to make the right choices for our own circumstances and bodies will foster empathy for others and break down the knowledge gap on both sides of the issue. 

The inspiring women at this year’s Ad Club conference were an important reminder that while a “warrior” paves the way for others, that perseverance often starts with an unwavering dedication to and respect for themselves.

Will Maslach, Paid Social Manager

As advertising planning for 2023 becomes a priority, Twitter is a platform that’s top of mind. Elon Musk’s official buyout of the company, and subsequent leadership takeover, has led to a wave of discussed and enacted changes at the popular social media platform that have advertising executives questioning their current and forecasted media mix. With so many eyes on the conversational platform right now, many advertisers are asking if Twitter should be a part of their advertising efforts?

The multiple pieces of recent news coming from Twitter HQ has given advertisers more reason for concern, and some are already leaving the platform out of their current and future media mix:

Elon Musk plans to charge $8 a month for verification on Twitter receives heavy backlash

In response to a reduction in advertising revenue YoY, Elon Musk is considering having users pay a subscription for a cherished and revered status symbol, the blue verified check mark. The blue check mark originated as a device to let users know that messages coming from a popular account were authentic, so that users could trust that each tweet from that account was actually from that user. Some users have begun to poke holes in this strategy already by changing the username of their already verified accounts to “Elon Musk,” and misleading users with their messages. As paid partnerships and social proof become the norm in strategies, advertisers will need to keep a close eye on authenticity and fake accounts that may misconstrue their message.

Twitter’s promised reduction of censorship leads advertisers to question brand safety

But not if you mock Elon Musk…

One of Elon Musk’s main goals coming into the sale six months ago was to reduce censorship on the platform and move further towards complete free speech. While it’s not surprising that the self-claimed “Free Speech Absolutist” would direct Twitter’s path towards less censorship, it’s striking fear into advertisers and brand managers that could have their organic and paid messages live directly next to sensational, misleading, or explicit content. Elon Musk recently met with 100 or so advertising executives in a “closed door” meeting, where the execs voiced brand safety as their chief concern. Preemptively, many brands are considering pulling their advertising dollars from the platform and moving them towards more reliable platforms. Prominent companies like Volkswagen, General Motors, REI, and the Carlsberg Group have already pulled all of their spending from Twitter while it undergoes massive changes. 

Thousands of Twitter Employees laid off as social media platform undergoes massive changes

The recent layoffs pose the largest, immediate concern for advertisers as thousands of Twitter employees have involuntarily parted from the social media platform. Concern comes naturally when any layoffs occur as less employees are present to complete the same amount of work. Add on top of these layoffs, the number of changes that leadership wants to make, or has already made, on the platform and now the demand for labor has vastly overtaken the supply. With the reduction in labor force, it’s safe to assume that it will take longer for customer / advertiser problems to be solved with support or reps, and for communication with any employees to become much less frequent. This could pose problems for advertisers in the near future, especially if the Content Moderation team was hit hard by these layoffs. Civil rights groups including GLAAD and the Anti-Defamation League are urging companies to abandon Twitter entirely saying that mass layoffs are gutting an already understaffed content moderation team.

So, as an advertiser or brand manager, how should you think about Twitter in your media mix?

If you aren’t advertising on Twitter:

1. Don’t start yet. Wait for the dust to settle to avoid potential crises.
2. Watch carefully for new features and/or policy changes.
3. Keep tabs on brands that ARE advertising on Twitter that are your competitors, or have similar business strategies.
4. Re-evaluate whether your brand has a value proposition that justifies spend on Twitter once changes have gone into effect.

If you’re already advertising on Twitter:

1. Maintain or reduce your advertising budget while changes take effect, but don’t increase your spend.
2. Have your brand safety top of mind, and regularly check for any undesirable placements for your advertisements.
3. Avoid run of network targeting, and double-check the feeds of any lookalike account targets that they’re safe for your brand.
4. Stay close to your Twitter rep to get as much lead time as possible on upcoming changes.