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Real People, Real Results: Why authenticity trumps AI on TikTok, Instagram, and beyond
As the world of digital marketing becomes increasingly competitive, marketing teams are facing more challenges than ever in their push to acquire new customers and retain existing ones. Budget constraints, rising ad costs, and unsolved issues with insights stemming from iOS changes are major contributing factors, too. Adding insult to injury, 71% of CMOs are planning to reduce their online marketing spend in the future according to Wunderkind's "The CMO State of the Union.”
In this environment, it’s more important than ever to make the most of every marketing dollar and to find new and innovative ways to reach potential customers. One way that companies can achieve this is by leveraging the power of visual content marketing, particularly in the form of photos, videos, and product reviews.
Photos and videos are a particularly effective way to grab the attention of potential customers and to showcase a product or service in a way that words alone cannot. According to a study by Wyzowl, 88% of consumers say that watching a product video has convinced them to make a purchase. Whether it’s a short video highlighting the features of a new product or a series of beautiful photos that showcase a brand's aesthetic, visual content can be a powerful tool for marketing teams.
In addition to being visually appealing, photos and videos are also highly shareable, meaning that they have the potential to reach a wider audience beyond the immediate marketing efforts of a company. This can be particularly useful in a time when marketing budgets are being cut and it’s more difficult to reach new customers through traditional means.
Product reviews are another powerful tool for marketing teams in 2023. With the proliferation of e-commerce and the increasing reliance on online reviews, it is more important than ever for companies to have a strong presence in this space. According to a study by BrightLocal, 49% of consumers trust online reviews as much as personal recommendations. By ensuring that their product pages have sufficient levels of reviews, brands can ensure that they’re giving would-be customers the information they need to feel confident in making a purchase.
Without 50+ fresh, high-quality reviews on a product page, brands see drop-offs in conversion rates that can top 30%. Other ways to use customer reviews in your marketing include repurposing them within videos and photos - further extending the ROI of your investment in them.
In summary, content marketing, particularly in the form of photos, videos, and product reviews, will be more important than ever for marketing teams in 2023 as customer acquisition becomes more difficult and marketing budgets get cut. By leveraging the power of visual content and customer reviews, companies can reach new audiences and build trust and credibility with potential customers, ultimately helping to drive sales and grow their business.