With the new year just around the corner, the Greenleaf Book Group marketing and branding team discusses the trends they predict will dominate the marketing landscape in 2023.

Jen Rios, Director of Marketing and Branding

Trend: Storytelling

With more and more consumers turning to streaming platforms to consume media, people are becoming experts at tuning out advertisements and hard-sell messaging. The solution? Telling a compelling and real story that engages consumers and captures their attention—and, even more importantly, their emotions. Crafting an authentic message that illustrates how you and your book are inspiring change or making a positive impact will build customer loyalty and help you cultivate an army of unofficial brand ambassadors who are ready to share your story for you.

Sam Ofman, Senior Digital Media Outreach Strategist

Trend: Podcast Advertising

Jen’s right, consumers don’t tolerate advertising the way they used to. Traditional broadcast advertising isn’t as expansive and effective in the streaming age, which is what makes a host-read podcast ad such a powerful medium for reaching potential readers. Podcast ads allow you to reach a highly targeted and engaged audience. And with the trusted voice of the host providing the endorsement, your message is less likely to be ignored. Podcast listenership continues to grow year after year, and the Interactive Advertising Bureau forecasts another 8.1% jump in podcast ad spending for 2023.

Chelsea Richards, Marketing Manager

Trend: Fostering Discussion through Book Clubs

Book clubs have long provided a sense of community for readers, and, throughout the pandemic, they continued to create connection in a disconnected world. Virtual book clubs grew, and engagement thrived as readers found new ways to keep their reading and conversations going. A younger generation of readers has also joined the book club community through social media communities like BookTok and Bookstagram. Whether book clubs are meeting in person or virtually, the engagement and discussion fostered in these communities builds a connection between authors and readers and creates invaluable word-of-mouth recommendations and reviews.

Danielle Green, Brand Strategist

Trend: Authenticity > Perfection

During the past five years, we’ve seen social media and online presence drastically change when it comes to what resonates and sticks with users. Similar to what Jen described, consumers are looking for one thing above all else when they’re scrolling through various platforms: authenticity. Being “real” is trending now more than ever because the public is tired of seeing phony perfection from the influencers and leaders they follow. This is why the platform TikTok has done so well. When posting about yourself, your business, or your book online, show people the real you and tell your authentic story. This is how your readers will connect with you and your book and stay loyal to your mission.

Amanda Marquette, Senior Marketing Strategist

Trend: Outside-the-Box Advertising

As it’s been made clear with the previous predictions, the way we consume marketing and advertising messages is changing and curating authentic and fresh ideas is essential at all points of your book’s marketing campaign. One way to pique your readers interest is by reaching them in unique and targeted places like the gym, during their favorite show or podcast, or even as they stroll down the street. Greenleaf recently introduced a Times Square advertising service to provide our authors with a new and impactful way to amplify their book and their brand. These 15-second ads can boost your book to a new audience of potential readers. Greenleaf captures photos and videos of the ad and encourages authors to share it on their social media channels to increase the reach of the message. While the feature may be brief, the impact on your marketing campaign can last a book’s lifetime.

Madelyn Myers, Marketing Strategist

Trend: Audiobook Promotion

A great way to reach a new set of readers is by creating and promoting an audiobook version of your book. As the popularity and convenience of podcasts rise, so does audiobook listenership. According to the Audio Publishers Association’s 2022 Consumer Survey, membership in audiobook services increased in 2022, with 41% of listeners indicating they subscribe to at least one such service. These numbers are expected to grow even more in 2023. People are busy, and whether they’re driving, cleaning, or cooking, they love the ability to multitask. Some people even prefer listening to audiobooks over reading. If you are thinking about creating your audiobook, be sure to consider all the ways you can reach your target audience. Whether it’s listing your audiobook on NetGalley for reviews, running a feature via Audiofile, or using the announcement of the audiobook to create another wave of interest and sales, making the effort to reach those potential listeners is certainly worth it.

Kayleigh Lovvorn, Digital Media Outreach Strategist

Trend: Interactive Social Media and Livestreams

Interactive and video-based content is a huge part of almost every social media platform, and it continues to grow in popularity. Posts that incorporate surveys, call for questions, give or request a reaction to something, and provide information in an interactive way are measurably more likely to hold the audience’s attention and drive further interest and engagement. In fact, online audiences are twice as likely to engage with user-generated content compared to brand-generated content. While building your online presence and social media platforms, don’t be shy about flexing your expertise and answering genuine questions from followers, posting video responses to written questions, or talking directly to your audience during a livestream. The more you engage with your readers, the more they will engage with you.

Kyle Pearson, Marketing Intern

Trend: Using Google Search Algorithm Changes to Your Advantage

In 2023, Google's search engine algorithm will change again, and the emphasis on delivering answers concisely and in one place will be even greater. Google is implementing a Multitask Unified Model (MUM) to help users find information faster. As Google takes steps to provide information even faster, authors will need to focus on creating online content that will answer their readers’ questions quickly and concisely. Content should be a one-stop shop on the topic, so users can get the information they need without having to do multiple searches. The easier you make it for your readers to find what they are seeking, the more the algorithm will prioritize your content over others.

Interested in learning more about how Greenleaf’s marketing and branding experts can help you take advantage of some of these trends in 2023? Send us an email and let’s talk!