How App Services Will Rule In 2023 and Beyond

Our society is heavily reliant on mobile devices, and ultimately, mobile applications. Mobile applications are not only used for entertainment purposes like streaming networks, social media platforms, and handheld gaming, but also day-to-day necessities such as grocery shopping, checking your bank account, or even checking on your pets while you’re away from home. Yes, mom, I’m talking about you! Mobile app development has become a prosperous industry over the last decade and we can expect to see this continue to rule consumer behavior, affecting how food marketers reach shoppers in 2023. Here are three shifting trends to account for when it comes to app services in the year ahead.

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3 Mobile App Trends that will Affect Marketers in 2023

Artificial Intelligence and Virtual Reality Take Over

Artificial intelligence (AI) and virtual reality (VR) will continue to be on the rise within mobile applications throughout the new year. Artificial intelligence will play more of a role in cybersecurity and detecting suspicious activity and fraud through algorithms and recognized patterns. According to Sauce Labs, the VR market reached $12 billion in 2020 and is expected to reach $160 billion by the end of this year. Influencer Marketing Hub states that short-form video results in high levels of engagement, better SEO results, easier content repurposing, and provides a good ROI. Virtual, or augmented, reality allows consumers to try on a new pair of glasses, a new outfit, or even see what their new couch will look like in their living room without having to leave the house. You can expect to see virtual reality continue to emerge in mobile applications for gaming, education, and entertainment.

While it may not be an immediate change for most food marketers, take the opportunity to imagine ways shoppers can interact with your brand or products in a “virtual” world. Maybe it’s more recipe content, maybe it’s more video, there are endless ways we can capitalize on the fact that shoppers “eat with their eyes” through VR.

Short-Form Video and TikTok Become Key to Reaching Gen Z

While the dominance of social media mobile applications isn’t new, there are new types of content taking over. Short-form video content is continuing to increase in popularity with apps like TikTok remaining as the main platform for brands to reach millennials and Gen Z. Business profiles and advertisements are just a couple of helpful tools TikTok has implemented for brands to better market their products through short-form video. You can also expect to see social commerce increase in relevance throughout 2023 as apps like Instagram have made it easier than ever to buy products directly through social media applications. Advertisements and business profiles alike have enabled consumers to access a business’s website directly through Instagram posts, stories, or advertisements.

We conduct monthly reports for our clients to see how each of our marketing strategies is performing each month and we continue to see the value of posting short-form, Reel-style videos on social media. Nearly 90 – 100% of our top-performing posts on social media are Reels. Have you tapped into this successful strategy yet? If you don’t know where to start, give us a call – we have a simple solution to help!

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Influencing & Mobile Commerce

Influencers will continue to dominate marketing on social media applications in 2023. Influencers are getting paid enormous amounts of money to promote brands on their social media platforms. According to the Digital Marketing Institute, 86% of women use social media for purchasing advice. I will admit that the majority of the clothes and accessories I purchase either come from an Instagram ad or an influencer’s account. Mobile commerce makes it way too easy (and dangerous!) to buy anything you want directly from a post in your feed or even an ad. In-app payments make it extremely convenient for shoppers to purchase items without having to leave the app or visit a mobile website.

How can this apply to your brand? If you aren’t already utilizing influencer marketing for increased reach and increased content, it’s never too late, but the sooner you start, the sooner you’ll receive the incredible results you’re looking for. Is mobile commerce right for your brand at this time? How could you make shopping for your product even easier for consumers than it already is?

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So how can you use this information to your advantage? Keep an eye out for virtual/augmented reality and artificial intelligence trends within mobile applications. You never know what new trends you’ll be able to capitalize on in the new year. As for social media, make sure you’re taking advantage of business profile options and advertisements as well as influencer marketing when applicable. Don’t be shy, reach out to us for all of your social media and influencer marketing needs!