There are several key social media trends that marketers should be aware of when planning their strategies for the coming year.
One of the most exciting trends is augmented reality, which is increasingly being used by brands to create immersive, interactive experiences for consumers. Social commerce is also on the rise, as more and more people turn to social media to shop and make purchases.
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Personalization is another important trend, as consumers increasingly expect brands to tailor their content and offerings to their individual preferences and needs. Video content, influencer marketing, and community building are also likely to remain popular in 2023, as they provide opportunities for brands to connect with their audiences in authentic and engaging ways.
Privacy is another important consideration, as consumers become increasingly concerned about how their data is being used and shared. Brands that prioritize transparency and respect consumer privacy are likely to build stronger relationships with their audiences.
Voice search and new formats such as short-form video and live streaming are also expected to become more prominent in 2023, as consumers increasingly rely on voice assistants and seek out bite-sized, easily consumable content.
Artificial Intelligence (AI) is another trend to watch, as it can help brands automate routine tasks and provide more personalized experiences for consumers. Finally, the line between online and offline experiences is blurring, with brands finding new ways to integrate the two and provide seamless, omnichannel experiences for their customers.
Overall, marketers who pay attention to these trends and adapt their strategies accordingly will be well-positioned for success in 2023 and beyond.
1. Social media ads
In 2023, Google plans to eliminate "spy cookies" in an effort to prioritize the protection of internet users' personal data. As a marketer, you may be concerned about how this will impact your campaigns. However, social media ads may provide a solution. Social networks, such as Facebook, have the ability to collect vast amounts of user data - Facebook reportedly has approximately 52,000 data points on each user. This first-party data can then be utilized to create highly targeted audiences that are similar to your current customers. Despite tracking limitations imposed by companies like Apple, you can still take advantage of social media ads in several ways, such as targeting users who engage with your content, re-engaging website visitors who have accepted cookies, and configuring audiences with similar profiles to your subscribers. By leveraging the marketing potential of social media ads, you can still achieve success in 2023.
2. Metaverses are getting bigger and bigger on social media
Metaverses refer to virtual worlds that merge social networks, video games, and e-commerce into parallel universes. These have generated a lot of discussion in 2023 and are now being rolled out by companies such as Facebook, with Microsoft and Tencent also developing their own virtual universes. This market, valued at approximately $800 billion, is becoming increasingly competitive. If your company has virtual fitting rooms, organizes online meet-ups, or uses augmented reality filters, you can easily create your own metaverse and promote it on social networks. The progress of metaverses is expected to continue in 2023, drawing interest from major players in the tech industry.
3. Benevolence and authenticity at the heart of social media trends
As the body-positive movement gains popularity, many brands and influencers are choosing to forego filters and retouching in their photos. To maintain their communities, companies must now demonstrate transparency, authenticity, and a humanized approach to their content. According to a study by Sprout Social, customers who feel connected to a brand are more likely to increase their spending with it, and prefer it over competing products.
Consumers want to establish an emotional connection with the brands they follow on social media, and this desire has led to the success of the BeReal social network, which launched in September 2022. This app, the most downloaded on the App Store in October 2022, values naturalness and authenticity. The platform encourages users to share unretouched selfies with a group of friends, sending daily reminders to post a photo.
This approach is a modern way to promote self-confidence, in contrast to the highly edited images found on Instagram and TikTok. While the BeReal app is not yet available to companies, it exemplifies the need for body-positivity and authenticity in the digital world.
4. The advent of the Reels format
Reels are ubiquitous on social media platforms such as Instagram, Facebook, TikTok, and Snapchat, as well as on YouTube, where they are known as Shorts. One of their key benefits is that they don't require professional equipment, making them an appealing option for brands with limited budgets.
This type of content, created using a smartphone, has helped to humanize business communication, giving it a touch of authenticity that aligns with current trends. If you haven't already done so, 2023 presents a great opportunity to leverage these formats to showcase your brand in a new and engaging way.
5. The reign of TikTok
Despite Facebook's continued dominance as the most popular social network, TikTok has captured the hearts of younger generations and is growing in popularity at a faster rate than experts predicted. According to eMarketer's projections, the percentage of Facebook users under the age of 25 is expected to drop to less than 15% in 2023. In contrast, 44% of TikTok's user base is projected to be under the age of 25 in the same year.
TikTok is particularly popular among Generation Z, with 20% of this demographic spending more than five hours a day on the app. Additionally, almost 40% of users under the age of 25 report that they watch videos on the platform to discover and purchase new products.
In 2021, only 3% of marketers regarded TikTok as the most effective social media platform for achieving their business goals. However, in 2022, this figure increased by 700%, with 24% of marketers citing TikTok as the most successful platform.
If your target audience is under the age of 25, it may be worthwhile to consider developing a social media strategy on TikTok in 2023.
6. Returning content on social media
Is the repetition of social media trends similar to fashion trends? In recent times, social media posts have been lengthy and detailed, resembling blog posts. The more time spent by users on a post, the better. However, in recent months, there has been a resurgence of short and easily consumable content. The LinkedIn carousel format is a popular trend due to its simplicity and fun element. Video content remains popular, with an emphasis on dynamic, short-lived clips like Reels. According to a Wyzowl report, 73% of consumers prefer short videos to obtain information on products or services. However, the trend towards "snack content" does not indicate a compromise on quality. It is still essential to create relevant and valuable content in 2023. If you need assistance in creating such posts, consider hiring a community manager.
7. Billionaires take to social media
When you hear the words "billionaire" and "social networks," the first thing that may come to mind is Elon Musk's recent attempt to take over Twitter, which generated a lot of media attention due to Musk's controversial involvement.
While it's uncertain what the future holds for Twitter, we should get accustomed to these types of headlines, as it's not uncommon for famous figures to seek ownership of social media platforms. For example, Jeff Bezos purchased Twitch in 2014, Peter Thiel funded Rumble in 2021, and Kanye West expressed interest in acquiring the social network Parler in October 2022.
This trend may have minimal impact on brands, but there's a possibility that social networks could become more business-oriented than social in the future.
8. Social networks replacing search engines
According to a recent Google study, 40% of individuals aged 18-24 utilize social media platforms as a form of search engine. The New York Times also reported in September 2022 that for Generation Z, TikTok has become their preferred go-to search engine.
Furthermore, a study conducted by Hootsuite on Instagram found that using optimized expressions and keywords yields better results than using hashtags. In fact, incorporating keywords in social media posts can increase reach by up to 30% and double engagement.
If you're looking to improve your visibility and engage with your community on social media in 2023, it's worth considering the use of keywords in your posts. This could help you attract more followers and create a stronger bond with your audience.
9. Influencer marketing will be nano and micro
In recent months, there have been multiple scandals related to influencer marketing, causing consumers to become suspicious, especially of famous influencers who promote counterfeit, illegal, or health-hazardous products. However, these high-profile influencers are also very expensive for most companies.
As a result, there is a shift in influencer marketing towards micro and nano influencers, despite their smaller number of followers. These influencers often have higher engagement rates because their followers appreciate the authenticity of their posts. Their recommendations are also more believable, making it easier for their followers to be tempted by the products they promote. This marks a turning point in influencer marketing as buyers are beginning to recognize the value of these smaller-scale influencers.
10. Social networks to manage consumer impatience
Buyers have a low tolerance for slow customer service. A study conducted by HubSpot revealed that 90% of consumers expect an immediate response from customer service when they have a question. This growing demand for prompt and personalized attention has prompted many brands to offer customer support services on social media platforms.
According to a Khoros survey conducted in 2022, 75% of Twitter users, 59% of Facebook users, and 34% of Instagram users contacted brands on social media platforms. Around 50% of these individuals reached out to brands for customer service issues.
If your company has not already implemented a process to handle consumer inquiries on social media, now is the time to do so. It is crucial to have a well-trained community manager who can quickly handle both pre-sales and after-sales questions to optimize customer satisfaction and improve your brand's reputation.
11. Discord: the new must-have platform for brands
Discord has become a hub for communities to connect and share their passions, particularly popular among influencers such as YouTubers and streamers, as well as high-tech and IT brands. Although it was originally designed for gaming, it now functions similarly to forums with the added benefit of modern technology and immediacy.
This platform offers a strong way to engage with a community, with dedicated members often given the chance to become moderators and actively participate in the server. This recognition fosters a strong bond between the brand or influencer and their community.
Our tip to boost your social networks
The trends in social media practices are continually changing, and it's important to adapt your strategy to remain competitive. To stay ahead of these changes, it's crucial to anticipate the upcoming trends and refine your approach accordingly.
If you're in need of a community manager who can keep up with the latest social media trends, consider finding a freelance professional through sgtinm.xyz. You can post a project and receive quotes from multiple professionals quickly and for free.