5 essential types of content to create in 2023

In MARKETING
5 January 2023
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What better way to start the year than by setting resolutions? For 2023, you’ll be required to include updating your content marketing strategy, and you’ll need to put in the work to make sure it’s flawless and eclipses those of your competitors.

Videos, articles, photos and online magazines will need to be more impactful than ever! And to support you in your resolution, today we’re sharing the top content trends for 2023.

1. Short videos

The video format has a promising future. Notably, because it can easily adapt to changing fashions and shape itself according to needs. In 2023, it is the short videos that will be honored. Made popular in turn by Vine in 2013, then by Tik Tok in 2020, the format of short videos continues to conquer social networking platforms in recent years, such as Instagram and its “Reels”.

YouTube has also introduced a new specific format of short videos on its platform, named “Shorts”. In 2021, more than 1.5 billion monthly users watched Shorts. It’s not a surprise that YouTube has decided to monetize Shorts. Indeed, these are very engaging contents with a strong viral potential, they can reach thousands or even millions of views much more easily than traditional length videos thanks to their faster pace and more engaging vertical format, which keeps the audience’s attention from the beginning to the end.

So short videos are a must-have format this year to add to your content marketing strategy.

2. Podcasts

The podcast has become a must-have format for content creators and brands alike. Not only is it an easy format for the public to consume, to listen to on the go, or while cooking, for example. But it also allows you to position yourself as an expert in your field and attract new prospects.

In France, 1 out of 2 people have already listened to a podcast, which shows how important the format has become in recent years. It is therefore essential for you to create your own podcast in 2023.

Choose your formula according to your resources: with or without guest, on which platforms to host it, etc. Then go for it!

3. Behind-the-scenes photos

In 2023, on social media, the people expects to see more authenticity. Gone are the filters and retouching, the trend is towards “reality”. To reach the new generation of young adults, generation Z, you must now necessarily play the natural card. The trend has even allowed the birth and growth of the new social network BeReal, which offers to share photos to its network instantly, without being able to retouch them.

For companies, a good idea to meet this new expectation will be to offer more ” behind-the-scenes ” content, which reveals what goes on behind your brand and presents the faces that make it work day by day. This will make your customers feel closer to you and improve your brand image, in just a few posts.

So, don’t hesitate to share your company’s daily life on social networks in 2023.

4. Content that show your values

If the year 2020 was marked by the COVID virus, it was also marked by major social movements like Black Lives Matter. During the summer of 2020, we saw many brands and public figures get involved by sharing statistics or information with their audiences in support of the movement.

Thus, brands are now expected to get involved in social movements: gender equality, racism, environment, social inequalities, etc. In France in 2022, 89% of people expect brands to do something for the common good.

This demand for brand involvement can also be explained by the trend described in the previous point: an expectation of more naturalness, and more transparency from brands, but also, ultimately, of more humanity.

If generation Z is the most sensitive to environmental issues, it demands a real commitment from brands. Thus, it will no longer be possible to display a false commitment and to do Greenwashing because it will necessarily lead to bad buzz, or even boycott by an entire generation.

In 2023, creating socially-engaged content that reflects your brand’s true actions and beliefs is essential to attract new consumers to your products.

5. Sustainable content

It has always been advisable to create high-value content, however, in 2023, the bulk of your content will have to provide interesting, timeless and highly useful information to your audience to be considered green and sustainable.

Indeed, it is in response to environmental concerns that this trend was born. We will therefore prefer quality to quantity. Your contents must be original and offer original and imperishable information to be qualified as sustainable.

If the lifespan of content is often very low on social networks, you will have to think about the use you make of your various channels. To increase the lifespan of your content, it is advisable to use sites such as Pinterest, YouTube or digital publishing platforms such as Calaméo. Offer formats like videos, infographics or online magazines to ensure you offer quality content that lasts over time.


Authenticity will be the keyword for your content in 2023. Less perfect publications, less retouched, but more real and more useful. Show the true face of your brand (and your employees) by supporting the causes you care about and create a podcast on the subject, or film short videos of your actions. In conclusion, rework your content marketing strategy to reflect the expectations of new consumers and to remain effective in 2023.

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Content creation: 5 key trends for 2024

In MARKETING
4 January 2024

At the end of 2023, whether on Facebook, Linkedin or Instagram, many brands (and influencers) have noticed a drop in reach and engagement on their social media. A consequence of channels saturated by the amount of content published every minute. So what kind of content should be created in 2024 to keep communicating effectively? Follow the 5 key trends we’ll be presenting in this article to help you overcome the decline in your social media metrics.

1. Dark social

In 2024, it’s important to offer content that can be shared privately. To do this, your content needs to be so well matched to your target audience, that they’ll share it with their acquaintances in a private message.

You can also offer private experiences between your brand and its customers, such as exclusive groups or private discussion channels.

💡Read more on dark social and Calaméo.

2. Video

Video is still king. But by 2024, vertical videos are expected to be longer, lasting several minutes. Note, however, that even longer videos need to be well-paced. Internet users must have no time to get bored.

💡TIP: Use these formats preferably in 2024: stories, vertical videos and live broadcasts.

3. Useful content

Whether to inspire or to inform, content must be of real use to the viewer. Empty or narcissistic content is no longer interesting. You need to offer content with high added value if you want Internet users to be interested in your brand. Don’t talk about yourself, talk about your audience: their needs, their expectations, and offer them content that inspires or educates them.

💡 TIP: To create content that’s useful to your audience, you first need to clearly define your target.

4. Entertaining content

The other type of content you can offer your audience to improve your reach is entertaining content. Choosing the angle of entertainment and humor is an excellent idea in 2024 since “making people laugh” or “entertaining people” means creating an emotional bond with your audience, who will be able to remember this when choosing between you and your competitors.

💡 TIP: Be careful, not all types of humor and entertainment will suit your brand, or your target, it’s up to you to find the one that fits.

5. User-generated content (UGC)

This latest type of trendy content underlines the need for authenticity. With UGC, the consumer speaks directly to the audience. And what better way to convince a consumer than with the opinion of another consumer? Content of this type allows you to play on your audience’s identification with the creator of the UGC.

💡 TIP: There are now many freelancers specializing in UGC creation.

Conclusion

It seems clear that the basis of content trends for 2024 is the same: it’s all about knowing your target audience. With a clear idea of your target, it will be very easy for your brand to create useful, entertaining and shareable content to boost your social networks.

💡Re-read 2023’s key content trends.

MARKETING

Brand awareness : 3 ways to use storytelling on your social media

In MARKETING
27 July 2023

Storytelling is an effective marketing strategy for brands seeking to establish an emotional connection with their target audience. On social networks, storytelling can be particularly powerful, as it allows brands to tell their story in a visual and engaging way. In this article, we’ll discuss three ways you can use storytelling on social networks to build brand awareness.

Creating authentic content

Storytelling on social networks must be authentic to be effective. Today’s consumers are highly aware of advertising, and can quickly spot content that isn’t sincere. Brands can use storytelling to tell authentic stories about their company, culture and employees. By sharing this type of content, brands can humanize their brand image and build trust with their audience.

Using images and videos

Images and videos are powerful tools for telling a story on social networks. Brands can use images to tell visual stories that capture the essence of their business and culture. Videos can also be used to tell longer, more complex stories. Brands can use videos to tell stories about their products, history or mission. Videos can also be used to tell stories about the brand’s customers and their experience with products or services.

Sharing inspiring stories

Inspirational stories are a great way to capture your audience’s attention on social networks. Brands can share inspiring stories about people or organizations who have been positively affected by their product or service. Brands can also share inspiring stories about their employees and their community involvement. By sharing inspiring stories, brands can reinforce their credibility and reputation with their audience.

Conclusion

Storytelling is a key element of any successful social network marketing strategy. Brands that use storytelling can strengthen the emotional connection with their audience and boost their brand awareness and credibility. Using these methods, brands can create a strong, lasting brand image that resonates with their audience.