Few marketing trends last forever. In fact, they come and go at great speed, and marketers must adapt.

Because marketing is always evolving, so should your marketing strategy manual. But if your strategy looks like it did in previous years, it's time for a bit of a clean-up. We can help - check out our plans.

Here, we'll cover five marketing trends that are losing steam and how marketers can respond.

1. Celebrity endorsement on social media.

Have you ever seen a sponsored post from a celebrity on social media and thought, "Do they really use that?"

For example, Beyond Meat's collaboration with media personality Kim Kardashian became a viral moment in 2022, but for all the wrong reasons. After releasing a promotional video of Kardashian sampling her vegan products, viewers quickly accused Kardashian of "fake chewing", leading many to question the authenticity of her endorsement.

While celebrities offer more exposure, consumers must trust the celebrity and believe that the endorsement is authentic. But building that trust is increasingly difficult.

Research shows that trust in celebrity sponsorship is declining. Only 44% of Generation Z members trust a celebrity or athlete sponsorship. This number drops to 38% for Millennials.

2. Instagram's heavily filtered aesthetics.

If you've scrolled through Instagram recently, you may notice that the aesthetic is changing.

Gone are the days of heavily filtered photos and perfect Instagram feeds. Today, influencers, brands and everyday users are turning to a more original look.

What is the reason for this? Many users feel a sense of fatigue from the highly processed aesthetic that has dominated the platform for years. The Generation Z crowd, in particular, values authenticity over appearing overly polished online. Not surprisingly, they gravitate towards TikTok, where unprocessed and unfiltered content is the norm.

Brands are starting to take notice of this shift. Skin care brand Glossier, for example, plays on the "unsightly" movement by sharing candid photos, unedited photos and even photos of cute animals.

3. Audio chat rooms.

Audio chat rooms, such as Clubhouse and Twitter Spaces, grew in popularity during the beginning of the pandemic, when many people were looking for opportunities to connect with others.

Fast forward to today, and more than a quarter (29%) of marketers plan to stop investing in audio chat rooms by 2023.

From a marketing perspective, the biggest problem with audio chat rooms is that users prefer to talk to people, not brands. In fact, only 7% of Generation Z consumers prefer audio chat rooms to discover new products.

Audio chat rooms are also losing popularity among younger audiences. Only 14 % of Generation Z consumers have visited Twitter in the last three months, and a slim 13 % have visited Clubhouse. If your audience is younger, it's worth exploring other strategies.

4. Long-form videos for social media.

It's no secret that short-form video has dominated the social media landscape this year and will continue to gain traction in 2023.

In fact, short-form video will see the biggest growth of any trend in 2023, according to HubSpot's 2023 Marketing Strategies and Trends Report. On top of that, a staggering 96% of marketers agree that the optimal length of a marketing video is less than 10 minutes.

5. Marketing in the metaverse.

Marketing is about experimentation, and the metaverse became a new playground for marketers to explore. However, this initial excitement seems to be fading.

29 % of marketers plan to stop marketing in the metaverse (e.g. Horizon Worlds and Roblox) by 2023. In addition, more than a quarter (27 %) plan to stop leveraging virtual reality and augmented reality.

While the metaverse is intriguing, it is proving difficult to implement. The equipment is expensive, the hardware is cumbersome and adoption is slow.

That said, the metaverse is still in its infancy. As it continues to evolve, things could change.

Marketing is always evolving, so your marketing playbook should be too. As 2023 moves forward, it's essential to take stock of which trends you want to capitalise on and which are best left behind.