{"id":15170,"date":"2022-10-06T16:44:34","date_gmt":"2022-10-06T14:44:34","guid":{"rendered":"https:\/\/franchiseoncloud.fr\/?p=15170"},"modified":"2025-11-13T11:28:31","modified_gmt":"2025-11-13T10:28:31","slug":"tendances-consommateurs-2022-2023","status":"publish","type":"post","link":"https:\/\/cerca.io\/en\/consumer-trends-2022-2023\/","title":{"rendered":"8 consumer and social networking trends for 2023"},"content":{"rendered":"<div data-elementor-type=\"wp-post\" data-elementor-id=\"15170\" class=\"elementor elementor-15170\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-994648d elementor-section-boxed elementor-section-height-default elementor-section-height-default wpr-particle-no wpr-jarallax-no wpr-parallax-no wpr-sticky-section-no\" data-id=\"994648d\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-059351b\" data-id=\"059351b\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-60b229d elementor-widget elementor-widget-image\" data-id=\"60b229d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"2049\" height=\"720\" src=\"https:\/\/cerca.io\/wp-content\/uploads\/2025\/08\/ENG_Visuel-article-8.png\" class=\"attachment-full size-full wp-image-19929\" alt=\"consumer trends\" srcset=\"https:\/\/cerca.io\/wp-content\/uploads\/2025\/08\/ENG_Visuel-article-8.png 2049w, https:\/\/cerca.io\/wp-content\/uploads\/2025\/08\/ENG_Visuel-article-8-300x105.png 300w, https:\/\/cerca.io\/wp-content\/uploads\/2025\/08\/ENG_Visuel-article-8-1024x360.png 1024w, https:\/\/cerca.io\/wp-content\/uploads\/2025\/08\/ENG_Visuel-article-8-768x270.png 768w, https:\/\/cerca.io\/wp-content\/uploads\/2025\/08\/ENG_Visuel-article-8-1536x540.png 1536w, https:\/\/cerca.io\/wp-content\/uploads\/2025\/08\/ENG_Visuel-article-8-18x6.png 18w\" sizes=\"(max-width: 2049px) 100vw, 2049px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-762ed2c elementor-section-boxed elementor-section-height-default elementor-section-height-default wpr-particle-no wpr-jarallax-no wpr-parallax-no wpr-sticky-section-no\" data-id=\"762ed2c\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-c645747\" data-id=\"c645747\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-464fc46 elementor-widget elementor-widget-text-editor\" data-id=\"464fc46\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p class=\"translation-block\"><span style=\"font-weight: 400\">The digital world is constantly evolving, but some trends are here to stay. Discover the 8 key trends of 2022 you shouldn\u2019t miss to get your 2023 local marketing strategy ready. <\/span><span style=\"font-weight: 400\">Boost your stores\u2019 online visibility and drive more traffic, both online and offline! \ud83d\ude80<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-d5d3ac7 elementor-section-boxed elementor-section-height-default elementor-section-height-default wpr-particle-no wpr-jarallax-no wpr-parallax-no wpr-sticky-section-no\" data-id=\"d5d3ac7\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-f3edac8\" data-id=\"f3edac8\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-df60cd3 elementor-widget elementor-widget-text-editor\" data-id=\"df60cd3\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<ol><li><b>Consumers are looking for inspiration online.<\/b><\/li><li><b>Shopping is local.\u00a0<\/b><\/li><li><b>Shopping is increasingly omnichannel.\u00a0<\/b><\/li><li><b>Les consommateurs sont en recherche de valeur ajout\u00e9e<\/b><\/li><li><b>Social commerce is here to stay.<\/b><\/li><li><b>Short videos are trending.<\/b><\/li><li><b>Micro-influencers: a marketing strategy worth investing in.<\/b><\/li><li><b>Position zero: the holy grail of local SEO.<\/b><\/li><\/ol>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-de8800f elementor-section-boxed elementor-section-height-default elementor-section-height-default wpr-particle-no wpr-jarallax-no wpr-parallax-no wpr-sticky-section-no\" data-id=\"de8800f\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-9badc4f\" data-id=\"9badc4f\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-d3f4f31 elementor-widget elementor-widget-heading\" data-id=\"d3f4f31\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">4 consumer trends 2022<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1beec20 elementor-widget elementor-widget-text-editor\" data-id=\"1beec20\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h3><strong>1. Consumers are looking for inspiration online.<\/strong><\/h3><h4 class=\"translation-block\"><span style=\"font-weight: 400\">According to a recent <\/span><span style=\"text-decoration: underline;color: #1284e0\"><a style=\"color: #1284e0\" href=\"https:\/\/www.thinkwithgoogle.com\/intl\/fr-fr\/insights\/tendances-consommateurs\/marketeurs-liste-lectures-aout\/\" target=\"_blank\" rel=\"nofollow noopener\"><span style=\"font-weight: 400\">Google<\/span><\/a><\/span><span style=\"font-weight: 400\"> study, more than 48% of consumers worldwide say they look for inspiration online when shopping. This trend is confirmed at the time of purchase: 91% of consumers search online before going to a store (Ifop, 2020).<\/span><span style=\"font-weight: 400\"><br><\/span><span style=\"font-weight: 400\"><br><\/span><span style=\"font-weight: 400\">Our advice<\/span><span style=\"font-weight: 400\">: Increase your establishments\u2019 online visibility by creating local pages on key platforms (Google, Facebook\/Instagram, Store locator, etc.). Develop a local content strategy tailored to the news and events of your various points of sale to attract customers in-store.<\/span><\/h4><h3><strong>2. Shopping is local.<\/strong><\/h3><h4 class=\"translation-block\"><span style=\"font-weight: 400\">Searches for <\/span><span style=\"text-decoration: underline;color: #1284e0\"><a style=\"color: #1284e0\" href=\"https:\/\/www.thinkwithgoogle.com\/intl\/fr-fr\/insights\/tendances-consommateurs\/marketeurs-liste-lectures-aout\/?utm_medium=email&amp;utm_source=d-content-alert-visual&amp;utm_team=twg-fr&amp;utm_campaign=TwG-FR-CAV-2022-08-09-August-readings-Knak&amp;utm_content=cta-btn&amp;mkt_tok=MTcyLUdPUC04MTEAAAGGIXPzdSGL2NGaPXpRLzLKzacxPXASXZEuPRuveva0tD6DYWQ5mqXubklVxp7eZ6AyYYj8O86lrNDvuktn4i8QEDwD6KZ_MBVwgyoU4XOwOtQgXQ\" target=\"_blank\" rel=\"noopener nofollow\"><span style=\"font-weight: 400\">\u201copen now near me\u201d<\/span><\/a><\/span><span style=\"font-weight: 400\"> queries have surged by more than <\/span><b>+400%<\/b><span style=\"font-weight: 400\"> year over year worldwide.<\/span><span style=\"font-weight: 400\"><br><\/span><span style=\"font-weight: 400\"><br><\/span><span style=\"font-weight: 400\">These figures reflect an increasingly strong trend of checking online before going out, showing that when searching for stores, consumers are increasingly looking for immediate solutions. For example, in the early evening, a person is more likely to search on Google (Maps) for nearby restaurants that are open.<\/span><span style=\"font-weight: 400\"><br><\/span><span style=\"font-weight: 400\"><br><\/span><span style=\"font-weight: 400\">Our advice<\/span><span style=\"font-weight: 400\">: Invest in the natural referencing (SEO) of your stores on different GPS tools (Google Maps, Apple Maps, Bing Maps, Waze, etc.).<\/span><span style=\"font-weight: 400\"><br><\/span><b><\/b><\/h4><h3 class=\"translation-block\"><strong>3. Shopping is increasingly omnichannel<\/strong> <span style=\"font-weight: 400\"><br><\/span><span style=\"font-weight: 400\">Who today uses only one source of information? Beyond traditional channels (TV, radio, press\u2026), brands are now connecting with consumers through multiple digital channels:<\/span><\/h3><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Site web<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">R\u00e9seaux sociaux (Facebook, Instagram, TikTok, Pinterest\u2026)<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Moteurs de recherche (Google, Bing\u2026)<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Plateformes e-commerce (Amazon, Bol\u2026)<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Apps<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Newsletters et emailing<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">\u2026<\/span><\/li><\/ul><p class=\"translation-block\"><span style=\"font-weight: 400\"><br><\/span><span style=\"font-weight: 400\">Marketing <\/span><b>strategies<\/b><span style=\"font-weight: 400\"> (online and offline) should be designed as a seamless experience across these different channels and, above all, be <\/span><b>adapted<\/b><span style=\"font-weight: 400\">: each platform and medium has its own codes \u2014 communication must differ depending on the audience\u2019s age and the supported formats.<\/span><span style=\"font-weight: 400\"><br><\/span><span style=\"font-weight: 400\"><br><\/span><span style=\"font-weight: 400\">Our advice<\/span><span style=\"font-weight: 400\">: Take the time to design omnichannel communication strategies while ensuring your brand image is respected at the local level.<\/span><span style=\"font-weight: 400\"><br><\/span><\/p><p class=\"translation-block\"><strong>4. Consumers are looking for added value<\/strong><span style=\"font-weight: 400\"><br><\/span><span style=\"font-weight: 400\">In a climate of economic uncertainty with post-COVID inflation, consumers are seeking added value \u2014 both in terms of company values (positioning, inclusivity, environmental commitment, etc.) and, above all, in terms of direct value for themselves: <\/span><b>offers<\/b><span style=\"font-weight: 400\"> and <\/span><b>promotions<\/b><span style=\"font-weight: 400\">. <\/span><span style=\"font-weight: 400\"><br><\/span><span style=\"font-weight: 400\"><br><\/span><span style=\"font-weight: 400\">According to a <\/span><span style=\"text-decoration: underline;color: #1284e0\"><a style=\"color: #1284e0\" href=\"https:\/\/www.intotheminds.com\/blog\/tendances-consommation-non-alimentaire\/#:~:text=Unetudesurlestendances,6en1an).\" target=\"_blank\" rel=\"nofollow noopener\"><span style=\"font-weight: 400\">study<\/span><\/a><\/span><span style=\"font-weight: 400\"> on French consumption trends, 52% of consumers report stagnant non-food budgets, and 22% plan to reduce their non-food spending. (Source: <\/span><span style=\"text-decoration: underline;color: #1284e0\"><a style=\"color: #1284e0\" href=\"https:\/\/www.intotheminds.com\/blog\/tendances-consommation-non-alimentaire\/#:~:text=Unetudesurlestendances,6en1an).\" target=\"_blank\" rel=\"nofollow noopener\"><span style=\"font-weight: 400\">Into the Minds<\/span><\/a><\/span><span style=\"font-weight: 400\">, 2022)<\/span><b><br><\/b><span style=\"font-weight: 400\"><br><\/span><span style=\"font-weight: 400\">Our advice<\/span><span style=\"font-weight: 400\">: amplify the promotions and special offers of your stores across various channels (Facebook, Google, newsletters, etc.).<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-18f6dd3 elementor-section-boxed elementor-section-height-default elementor-section-height-default wpr-particle-no wpr-jarallax-no wpr-parallax-no wpr-sticky-section-no\" data-id=\"18f6dd3\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-6689bed\" data-id=\"6689bed\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-e14f182 elementor-widget elementor-widget-heading\" data-id=\"e14f182\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Social networks and Google<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ce940f7 elementor-widget elementor-widget-text-editor\" data-id=\"ce940f7\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h3><strong>5. Social commerce is here to stay.<\/strong><\/h3><p class=\"translation-block\"><span style=\"font-weight: 400\">First of all, what is <\/span><i><span style=\"font-weight: 400\">social commerce<\/span><\/i><span style=\"font-weight: 400\">?<\/span><span style=\"font-weight: 400\"><br><\/span><span style=\"font-weight: 400\"><br><\/span><span style=\"font-weight: 400\">Social commerce means <\/span><b>promoting and selling products and services through social networks such as Facebook, Instagram, or Pinterest.<\/b><\/p><p class=\"translation-block\"><span style=\"font-weight: 400\">According to an <\/span><span style=\"text-decoration: underline;color: #1284e0\"><a style=\"color: #1284e0\" href=\"https:\/\/www.insiderintelligence.com\/chart\/232301\/us-internet-users-who-have-engaged-social-commerce-by-demographic-dec-2018-oct-2019-of-respondents-each-group\" target=\"_blank\" rel=\"nofollow noopener\"><span style=\"font-weight: 400\">eMarketer study<\/span><\/a><\/span><span style=\"font-weight: 400\"> on the number of consumers who have purchased online through social media, there has been an annual increase of +10%.<\/span><span style=\"font-weight: 400\"><br><\/span><span style=\"font-weight: 400\"><br><\/span><span style=\"font-weight: 400\">Why?<\/span><span style=\"font-weight: 400\"><br><\/span><span style=\"font-weight: 400\"><br><\/span><span style=\"font-weight: 400\">Social commerce enables a <\/span><b>\u201cfrictionless\u201d shopping experience:<\/b><span style=\"font-weight: 400\"> on a social network, a consumer sees a product they\u2019re interested in, clicks on it, gets redirected to a merchant site, and if they wish, completes the purchase and receives the delivery (if all goes well and there are no bugs!).<\/span><span style=\"font-weight: 400\"><br><\/span><\/p><p><span style=\"font-weight: 400;\">Example of social commerce\u00a0<\/span><\/p><p class=\"translation-block\"><b>Instagram Shopping<\/b><span style=\"font-weight: 400\">: allows you to tag products in post images, videos\/reels, and stories.<\/span><\/p><p class=\"translation-block\"><b>Facebook Shops<\/b><span style=\"font-weight: 400\">: a new interface that allows users to discover brands and purchase their products directly within the Facebook app.<\/span><span style=\"font-weight: 400\"><br><\/span><b><\/b><\/p><h3><strong>6. Short videos are trending.<\/strong><\/h3><p class=\"translation-block\"><span style=\"font-weight: 400\">Do you know the average attention span of a person?<\/span><span style=\"font-weight: 400\"><br><\/span><span style=\"font-weight: 400\"><br><\/span><span style=\"font-weight: 400\">According to recent studies, it is gradually decreasing and has recently reached an average of <\/span><span style=\"text-decoration: underline;color: #1284e0\"><a style=\"color: #1284e0\" href=\"https:\/\/www.gqmagazine.fr\/pop-culture\/article\/notre-temps-d-attention-est-desormais-plus-faible-que-celui-d-un-poisson-rouge\" target=\"_blank\" rel=\"nofollow noopener\"><span style=\"font-weight: 400\">8 seconds<\/span><\/a><\/span><span style=\"font-weight: 400\">. This, among other factors, explains the success of platforms offering short video formats, such as TikTok or Instagram.<\/span><span style=\"font-weight: 400\"><br><\/span><span style=\"font-weight: 400\"><br><\/span><span style=\"font-weight: 400\">Instagram has nearly <\/span><span style=\"text-decoration: underline;color: #1284e0\"><a style=\"color: #1284e0\" href=\"https:\/\/datareportal.com\/essential-instagram-stats#:~:text=Instagramisoneofthe,theworldinJuly2022.\" target=\"_blank\" rel=\"nofollow noopener\"><span style=\"font-weight: 400\">1.4 billion<\/span><\/a><\/span><span style=\"font-weight: 400\"> users worldwide, while TikTok follows closely with 1.02 billion. This makes them extremely popular platforms centered around short videos (or Reels on Instagram).<\/span><\/p><p><span style=\"font-weight: 400;\">TikTok offers formats ranging from 3 to 60 seconds (within the app) and has recently introduced \u201clong\u201d formats from 3 to 10 minutes. Instagram offers a Reels format of up to 90 seconds, as well as videos ranging from 3 seconds to 10 minutes.<\/span><span style=\"font-weight: 400;\"><br \/><\/span><\/p><p><span style=\"font-weight: 400;\">Why use these formats?<\/span><\/p><p class=\"translation-block\"><span style=\"font-weight: 400\">These formats (both on TikTok and Instagram) allow for an <\/span><b>organic reach<\/b><span style=\"font-weight: 400\"> that can be <\/span><b>exponential<\/b><span style=\"font-weight: 400\">, depending on user interactions (number of views, clicks, likes, comments, shares, etc.).<\/span><\/p><p class=\"translation-block\"><span style=\"font-weight: 400\">Moreover, these platforms automatically display in the <\/span><i><span style=\"font-weight: 400\">feed<\/span><\/i><span style=\"font-weight: 400\"> content similar to what the user likes. This means that videos are shown to an already qualified audience, interested in similar topics, and therefore more likely to engage with them.<\/span><\/p><p class=\"translation-block\"><span style=\"font-weight: 400\">Videos under 15 seconds already account for 45% of the videos posted in the feed.<\/span><i><span style=\"font-weight: 400\"><br><\/span><\/i><i><span style=\"font-weight: 400\"><br><\/span><\/i><span style=\"font-weight: 400\">Guillaume Th\u00e9venin, Head of Creator Partnerships at Instagram for Southern Europe, via <\/span><span style=\"text-decoration: underline;color: #1284e0\"><a style=\"color: #1284e0;text-decoration: underline\" href=\"https:\/\/www.radiofrance.fr\/franceinter\/instagram-lance-reels-le-format-court-c-est-le-futur-du-divertissement-mobile-8225383\" target=\"_blank\" rel=\"nofollow noopener\"><span style=\"font-weight: 400\">France Inter<\/span><\/a><\/span><span style=\"color: #000000\">.<\/span><\/p><h3><strong>7. Micro-influencers: a marketing strategy worth investing in.<\/strong><span style=\"font-weight: 400;\"><br \/><\/span><\/h3><p class=\"translation-block\"><span style=\"font-weight: 400\">Micro-influencers (this includes influencers with an audience between 1,000 and 100,000 people, depending on the sector) generally have a (much) higher engagement rate than influencers with larger audiences. We\u2019re talking about an <\/span><b>audience engagement rate that can reach up to 20%<\/b><span style=\"font-weight: 400\"> (that\u2019s huge!).<\/span><span style=\"font-weight: 400\"><br><\/span><span style=\"font-weight: 400\"><br><\/span><span style=\"font-weight: 400\">Why do micro-influencers have such high engagement rates? It\u2019s very simple:<\/span><\/p><p><span style=\"font-weight: 400;\">Their audience is smaller and therefore more targeted around a specific interest or niche.<\/span><\/p><p><span style=\"font-weight: 400;\">They find it easier to maintain a connection (messages, comments, etc.) with their followers.<\/span><\/p><p><span style=\"font-weight: 400;\">They appear more authentic and therefore inspire greater trust.<\/span><\/p><p><span style=\"font-weight: 400;\">Moreover, a campaign or product placement will be less expensive with a micro-influencer. This allows companies with smaller budgets to diversify their digital acquisition strategies.\u00a0<\/span><br \/><b><\/b><\/p><h3>8. Position zero: the holy grail of local SEO.<\/h3><p><span style=\"font-weight: 400;\">What is position zero?<\/span><span style=\"font-weight: 400;\"><br \/><\/span><\/p><p><i><span style=\"font-weight: 400;\">Position Zero refers, in Google search results, to any information displayed above the first organic (SEO) result or \u201cblue links,\u201d excluding Adwords links.<\/span><\/i><\/p><p class=\"translation-block\"><span style=\"color: #1284e0\"><a style=\"color: #1284e0\" href=\"https:\/\/www.definitions-seo.com\/definition-de-la-position-zero\/#:~:text=DfinitiondelaPositionZro,exceptslesliensAdwords.\" target=\"_blank\" rel=\"nofollow noopener\"><span style=\"font-weight: 400\"><span style=\"color: #1284e0\">\ud83d\udc49<\/span><\/span><\/a><\/span> <span style=\"text-decoration: underline\"><span style=\"color: #1284e0\"><a style=\"color: #1284e0\" href=\"https:\/\/www.definitions-seo.com\/definition-de-la-position-zero\/#:~:text=DfinitiondelaPositionZro,exceptslesliensAdwords.\" target=\"_blank\" rel=\"nofollow noopener\"><span style=\"font-weight: 400\"><span style=\"color: #1284e0;text-decoration: underline\">Definitions SEO<\/span><\/span><\/a><\/span><\/span><span style=\"font-weight: 400\">, 2018<\/span><\/p><p class=\"translation-block\"><span style=\"font-weight: 400\">In short, it\u2019s the immediate answer provided by Google to the user\u2019s search terms. The goal is to directly offer the user an answer through <\/span><i><span style=\"font-weight: 400\">knowledge graphs<\/span><\/i><span style=\"font-weight: 400\">, <\/span><i><span style=\"font-weight: 400\">featured snippets<\/span><\/i><span style=\"font-weight: 400\"> (optimized excerpts from web pages), and structured data.<\/span><span style=\"font-weight: 400\"><br><\/span><\/p><p class=\"translation-block\"><span style=\"font-weight: 400\">In the case of physical stores, one of the best ways to achieve this is by having complete Google Business profiles (description, services, hours, products, etc.), keeping them up to date, and responding to reviews to encourage users to click (and potentially visit in person).<\/span><span style=\"font-weight: 400\"><br><\/span><span style=\"font-weight: 400\"><br><\/span><span style=\"font-weight: 400\">Why take these actions?<\/span><span style=\"font-weight: 400\"><br><\/span><span style=\"font-weight: 400\"><br><\/span><span style=\"font-weight: 400\">Because Google takes them into account during indirect searches (searches for products or services without mentioning a brand) and highlights product descriptions as well as customer reviews (and responses).<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-00aa8ca elementor-section-boxed elementor-section-height-default elementor-section-height-default wpr-particle-no wpr-jarallax-no wpr-parallax-no wpr-sticky-section-no\" data-id=\"00aa8ca\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-8867a17\" data-id=\"8867a17\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-90d4e62 elementor-align-center elementor-widget elementor-widget-button\" data-id=\"90d4e62\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm elementor-animation-bob\" href=\"https:\/\/mobilosoft.com\/essai-clients-franchise-on-cloud\/\" rel=\"nofollow noopener\" target=\"_blank\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">Try Mobilosoft<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-1e4e0f0 elementor-section-boxed elementor-section-height-default elementor-section-height-default wpr-particle-no wpr-jarallax-no wpr-parallax-no wpr-sticky-section-no\" data-id=\"1e4e0f0\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-9e89542\" data-id=\"9e89542\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-eb179e9 elementor-widget elementor-widget-heading\" data-id=\"eb179e9\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Conclusion<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0c2528a elementor-widget elementor-widget-text-editor\" data-id=\"0c2528a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p class=\"translation-block\"><span style=\"font-weight: 400\">The 2022 consumer and social media trends (and 2023 predictions) focus on consumer habits: most internet users look for inspiration online before making a purchase, use their smartphones to search for stores or products, seek added value (actions and sustainability), and rely on multiple channels (social media, search engines, GPS, TV, radio, etc.).<\/span><span style=\"font-weight: 400\"><br><\/span><span style=\"font-weight: 400\"><br><\/span><span style=\"font-weight: 400\">Preparing your 2023 local marketing strategy requires an omnichannel approach, coordinated between national and local levels, to highlight these trends and drive both online and offline traffic.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-afec002 elementor-section-boxed elementor-section-height-default elementor-section-height-default wpr-particle-no wpr-jarallax-no wpr-parallax-no wpr-sticky-section-no\" data-id=\"afec002\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-2dbe653\" data-id=\"2dbe653\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-0da5fe1 elementor-widget elementor-widget-heading\" data-id=\"0da5fe1\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">You may also be interested in these articles:<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6cb57a2 elementor-grid-2 elementor-grid-tablet-2 elementor-grid-mobile-1 elementor-posts--thumbnail-top elementor-widget elementor-widget-posts\" data-id=\"6cb57a2\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;classic_columns&quot;:&quot;2&quot;,&quot;classic_masonry&quot;:&quot;yes&quot;,&quot;classic_columns_tablet&quot;:&quot;2&quot;,&quot;classic_columns_mobile&quot;:&quot;1&quot;,&quot;classic_row_gap&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:35,&quot;sizes&quot;:[]},&quot;classic_row_gap_tablet&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;classic_row_gap_mobile&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]}}\" data-widget_type=\"posts.classic\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-posts-container elementor-posts elementor-posts--skin-classic elementor-grid\">\n\t\t\t\t<article class=\"elementor-post elementor-grid-item post-24419 post type-post status-publish format-standard has-post-thumbnail hentry category-non-classe-fr tag-en tag-es tag-fr\">\n\t\t\t\t<a class=\"elementor-post__thumbnail__link\" href=\"https:\/\/cerca.io\/en\/simplify-your-digital-ecosystem-in-4-steps\/\" tabindex=\"-1\">\n\t\t\t<div class=\"elementor-post__thumbnail\"><img decoding=\"async\" width=\"1747\" height=\"720\" src=\"https:\/\/cerca.io\/wp-content\/uploads\/2026\/07\/Article.png\" class=\"attachment-full size-full wp-image-24461\" alt=\"\" srcset=\"https:\/\/cerca.io\/wp-content\/uploads\/2026\/07\/Article.png 1747w, https:\/\/cerca.io\/wp-content\/uploads\/2026\/07\/Article-300x124.png 300w, https:\/\/cerca.io\/wp-content\/uploads\/2026\/07\/Article-1024x422.png 1024w, https:\/\/cerca.io\/wp-content\/uploads\/2026\/07\/Article-768x317.png 768w, https:\/\/cerca.io\/wp-content\/uploads\/2026\/07\/Article-1536x633.png 1536w, https:\/\/cerca.io\/wp-content\/uploads\/2026\/07\/Article-18x7.png 18w\" sizes=\"(max-width: 1747px) 100vw, 1747px\" \/><\/div>\n\t\t<\/a>\n\t\t\t\t<div class=\"elementor-post__text\">\n\t\t\t\t<\/div>\n\t\t\t\t<\/article>\n\t\t\t\t<article class=\"elementor-post elementor-grid-item post-24356 post type-post status-publish format-standard has-post-thumbnail hentry category-non-classe-fr tag-en tag-es tag-fr\">\n\t\t\t\t<a class=\"elementor-post__thumbnail__link\" href=\"https:\/\/cerca.io\/en\/7-minute-team-briefing-coordination\/\" tabindex=\"-1\">\n\t\t\t<div class=\"elementor-post__thumbnail\"><img decoding=\"async\" width=\"1746\" height=\"720\" src=\"https:\/\/cerca.io\/wp-content\/uploads\/2026\/06\/Miniature-Blog-2.png\" class=\"attachment-full size-full wp-image-24361\" alt=\"\" srcset=\"https:\/\/cerca.io\/wp-content\/uploads\/2026\/06\/Miniature-Blog-2.png 1746w, https:\/\/cerca.io\/wp-content\/uploads\/2026\/06\/Miniature-Blog-2-300x124.png 300w, https:\/\/cerca.io\/wp-content\/uploads\/2026\/06\/Miniature-Blog-2-1024x422.png 1024w, https:\/\/cerca.io\/wp-content\/uploads\/2026\/06\/Miniature-Blog-2-768x317.png 768w, https:\/\/cerca.io\/wp-content\/uploads\/2026\/06\/Miniature-Blog-2-1536x633.png 1536w, https:\/\/cerca.io\/wp-content\/uploads\/2026\/06\/Miniature-Blog-2-18x7.png 18w\" sizes=\"(max-width: 1746px) 100vw, 1746px\" \/><\/div>\n\t\t<\/a>\n\t\t\t\t<div class=\"elementor-post__text\">\n\t\t\t\t<\/div>\n\t\t\t\t<\/article>\n\t\t\t\t<\/div>\n\t\t\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"<p>The digital world is constantly evolving, but some trends are here to stay. Discover the 8 trends for 2022 you won\u2019t want to miss to effectively prepare your 2023 local marketing strategy. Boost the online visibility of your retail locations and drive more traffic\u2014both online and offline! \ud83d\ude80 Consumers are looking for inspiration online Shopping is local  Shopping is increasingly omnichannel  Consumers are looking for added value Social commerce is here to stay Short videos are all the rage Micro-influencers: a marketing strategy worth investing in Position Zero, the holy grail of local SEO 4 Consumer Trends for 2022 1. Consumers seek inspiration online According to a recent Google study, more than 48 % of consumers worldwide say they look for inspiration online for their purchases. This trend is confirmed when they actually make a purchase: 91 % of consumers conduct an online search before visiting a store (Ifop, 2020). Our advice: Boost your stores\u2019 online visibility by creating local pages on key platforms (Google, Facebook\/Instagram, store locator, etc.). Develop a local content strategy tailored to the latest news from your various retail locations to attract customers to your stores. 2. Shopping Is Local Searches for terms like \u201copen now nearby\u201d have surged by more than +400 % year-over-year worldwide. These figures reflect an increasingly pronounced trend of checking online before heading out, and indicate that when searching for businesses, consumers are increasingly looking for immediate solutions. For example, in the early evening, people are more likely to search Google (Maps) for restaurants open nearby. Our advice: Invest in optimizing the organic search visibility of your retail locations on various mapping platforms (Google Maps, Apple Maps, Bing Maps, Waze, etc.). 3. Shopping Is Becoming Increasingly Omnichannel Who uses just a single information channel these days? Today, beyond traditional channels (TV, radio, print media, etc.), brands connect with consumers through multiple digital channels: Websites Social media (Facebook, Instagram, TikTok, Pinterest, etc.) Search engines (Google, Bing, etc.) E-commerce platforms (Amazon, Bol, etc.) Apps Newsletters and email campaigns \u2026 Marketing strategies (both online and offline) should be designed as a seamless experience across these different channels\u2014and, above all, tailored to them: Each platform and medium has its own conventions; communication styles vary depending on the audience\u2019s age and the supported formats. Our advice: Take the time to develop omnichannel communication strategies while ensuring your brand image remains consistent at the local level. 4. Consumers Are Looking for Added Value In a climate of economic uncertainty marked by post-COVID inflation, consumers are seeking added value\u2014both in terms of corporate values (positioning, inclusivity, environmental commitment, etc.) and, above all, in terms of direct added value for themselves: deals and promotions. According to a study on French consumer trends, 52 % of them see their non-food budget stagnating, and 22 % plan to reduce their non-food spending. (source: Into the Minds, 2022) Our advice: amplify your retail locations\u2019 campaigns and promotions through various channels (Facebook, Google, newsletters, etc.). Social media and Google 5. Social selling is here to stay First of all, what is social selling? Social commerce involves promoting and selling products and services through social media platforms such as Facebook, Instagram, or Pinterest. According to an eMarketer study on the number of consumers who have made online purchases via social media, there has been a 10% annual increase. Why? Social commerce enables a \u201cfrictionless\u201d shopping experience: on a social media platform, a consumer sees a product that interests them, clicks on it, is redirected to an e-commerce site, and, if they wish, completes the purchase and receives their order (if everything goes smoothly and there are no glitches!). Examples of social commerce:  Instagram Shopping: allows you to add product tags to images in posts, videos\/Reels, and Stories. Facebook Shops: a new interface that lets users discover brands and buy their products within the Facebook app. 6. Short videos are all the rage Do you know what the average person\u2019s attention span is? According to recent studies, it\u2019s gradually shrinking and has recently reached an average of 8 seconds. This, among other factors, explains the success of platforms offering short-form video content, such as TikTok and Instagram. Instagram has nearly 1.4 billion users worldwide, followed by TikTok with 1.02 billion. This makes them extremely popular platforms centered around short videos (or Reels on Instagram). TikTok offers formats ranging from 3 to 60 seconds (via the app) and has also recently introduced \u201clong\u201d formats lasting 3 to 10 minutes. Instagram offers Reels with a maximum length of 90 seconds, as well as videos ranging from 3 seconds to 10 minutes. Why use these formats? These formats (on both TikTok and Instagram) allow for organic reach that can grow exponentially, depending on user interactions (number of views, clicks, likes, comments, shares, etc.). Furthermore, these platforms automatically display content similar to what the user likes in their feed. This means that videos are shown to an audience that is already qualified by its interest in similar topics and is more likely to engage with them. Videos under 15 seconds already account for 45 % of the videos posted in the feed. Guillaume Th\u00e9venin, Head of Content Creator Partnerships at Instagram for Southern Europe, via France Inter. 7. Micro-influencers: A Marketing Strategy Worth Investing In Micro-influencers (this includes<\/p>","protected":false},"author":1,"featured_media":19934,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","_themeisle_gutenberg_block_has_review":false,"footnotes":""},"categories":[63,113],"tags":[140,141,139],"class_list":["post-15170","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","category-marketing-digital","tag-en","tag-es","tag-fr"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/cerca.io\/en\/wp-json\/wp\/v2\/posts\/15170","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/cerca.io\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/cerca.io\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/cerca.io\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/cerca.io\/en\/wp-json\/wp\/v2\/comments?post=15170"}],"version-history":[{"count":93,"href":"https:\/\/cerca.io\/en\/wp-json\/wp\/v2\/posts\/15170\/revisions"}],"predecessor-version":[{"id":19937,"href":"https:\/\/cerca.io\/en\/wp-json\/wp\/v2\/posts\/15170\/revisions\/19937"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/cerca.io\/en\/wp-json\/wp\/v2\/media\/19934"}],"wp:attachment":[{"href":"https:\/\/cerca.io\/en\/wp-json\/wp\/v2\/media?parent=15170"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/cerca.io\/en\/wp-json\/wp\/v2\/categories?post=15170"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/cerca.io\/en\/wp-json\/wp\/v2\/tags?post=15170"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}