Social Media Marketing Trends 2023: Innovate or fall behind
“The social media landscape changes incredibly fast, so you have to be open-minded and nimble to keep up with it.”
- Alex Ohanian, Reddit co-founder.
The world of social media is constantly evolving, and 2023 is shaping up to be an exciting year for social media trends. From the growing popularity of TikTok and Instagram as preferred search engines for Gen Z to the emergence of decentralized and authentic social media networks, brands that can adapt to these changes will have a competitive edge.
In this two-part article, we'll explore four major social media trends that will dominate in 2023 and provide actionable insights to help your brand stay ahead of the curve. Whether you're a seasoned social media pro or just starting out, buckle up and get ready to learn about the trends that will shape the social media world in 2023.
4 Key Social Media Marketing Trends of 2023:
Gen Z Favors TikTok and Instagram vs Google for Search
TikTok's Growing Popularity and 3 Key Trends for Success in 2023
Embracing Decentralization: The Future of Social Networks
BeReal for Authenticity and Transparency
1. Gen Z Favors TikTok and Instagram vs Google for Search
Move over, Google - TikTok and Instagram are the new preferred search engines for Gen Z. According to Google's internal data, 40% of Gen Zs prefer to use social media platforms for search.
This trend presents a golden opportunity for brands to get discovered and expand their reach on social media by leveraging winning SEO practices, such as:
Optimizing your content with search terms your target audience uses to search for products or services, like yours,
Writing descriptive captions, and
Including relevant hashtags, and alt text, among others.
Video credits: The New York Times
With the rise of Gen Z as the largest consumer group and $360 billion of disposable income as of 2022 according to a Bloomberg report, it's crucial to keep up with the changing preferences of this audience.
Incorporating social media SEO into your marketing strategy can help you stay relevant and reach a wider audience. Don't miss out on the chance to tap into the power of social media search!
2. TikTok's Growing Popularity and 3 Key Trends for Success in 2023
With over 1.53 billion users in 2023, of which 1 billion are monthly active users, TikTok has solidified its position as the go-to platform for entertainment and creative content. As the platform continues to gain popularity, it's crucial for brands to tap into the latest trends and insights to stay ahead of the game.
Based on their global research studies, TikTok has identified three macro trends for 2023 that they predict will be critical for success this year: actionable entertainment, making space for joy, and community-built ideals.
1. Actionable Entertainment That Earns Trust
To succeed on TikTok, brands need to create content that is funny, personalized, and uplifting. TikTok's focus is on entertainment, not clickbait, so brands should emphasize humor, creativity, and user engagement.
The platform's research has shown that relatability drives success, with users preferring content from creators who share their traits or interests or from industry experts who provide insider advice. By prioritizing entertainment over hard selling, brands can improve their storytelling and bottom line at the same time, as “content that focuses on a selling point will get diminishing returns.”.
2. Making Space for Joy
People are burned out and always looking for positivity. Humor is a powerful tool to connect with users, and audio trends can tap into what they find funny. Marketers can also provide ideas that indulge users at any budget level, such as offering hacks for creating the perfect bath or making a fancy cup of coffee at home. Brands should provide solutions to users' problems or highlight ways to level up, making them feel understood. Globally, joy is becoming a significant factor in people's purchase decisions, and brands that connect with their audience through content that brings happiness can achieve success in 2023.
3. Community-Built Ideals
Focusing on niche communities and establishing connections with them will be critical in 2023. Brands that produce content specifically targeted at these communities can increase brand loyalty and engagement from customers. TikTok's research indicates that users are seeking authenticity and connection, so it's crucial to create content that resonates with them on a deeper level.
In conclusion, TikTok's growing popularity and the three macro trends they have identified should be on every brand's radar in 2023. By creating actionable, entertaining content that fosters joy and community connections, brands can improve their engagement and bottom line on the platform.
3. Embracing Decentralization: The Future of Social Networks
The decentralization of social media networks is gaining momentum, offering users more control and autonomy in 2023. These networks, created by blockchain technology, allow users to possess their own data and content and even monetize them. With higher levels of control and autonomy, these platforms are becoming increasingly popular.
Mastodon is one such platform, offering features similar to Twitter. Though it's still early to say how and which brands will dominate this network, Volkswagen has already expressed interest, stating that “Mastodon is an attractive platform that we would like to try out.”
Another noteworthy decentralized network is BlueSky, built by former Twitter CEO Jack Dorsey. The platform allows users to freely interact and create content without a single intermediary, offering independence to creators and freedom for developers to build.
By embracing decentralization, brands can create more direct relationships with their customers, increase trust and loyalty, and be at the forefront of this new wave of social media.
4. BeReal for Authenticity and Transparency
As the demand for authenticity and transparency in social media continues to rise, the BeReal app has emerged as one of the hottest social media trends of 2022, with its focus on promoting realness in content. In 2023, this trend is expected to continue to grow and play a major role in social media.
The demand for authenticity and transparency has never been higher, with 90% of consumers saying it's crucial when deciding which brands to support. The trend towards more realistic, unedited content has culminated in a decrease in trust and loyalty towards heavily airbrushed and edited content that was once more common on social media.
In response, user-generated content has become highly valued, with 80% stating that UGC has a significant impact on their purchasing decisions. Seeing realistic representations of products or services from creators can deepen customer connections and improve a brand's social image and reputation.
In a world where authenticity is highly valued, it's time for brands to show their true essence and connect with their audience in a more genuine way. The BeReal app offers an opportunity to do just that.
The question for brands is: are you ready to be real?
Key Takeaways Social Media Marketing Trends of 2023
In 2023, social media will continue to be a powerful tool for brands to connect with their audience and expand their reach. From the rise of social media as a search engine to the growing popularity of decentralized networks and the demand for authenticity and transparency, it's crucial for brands to stay ahead of the curve and tap into the latest trends and insights.
Part 2 of this article will delve deeper into more emerging social media trends that brands should keep on their radar. In the meantime, don't miss out on the opportunity to leverage these trends and take your social media strategy to the next level.
Stay tuned for more insights and tips on how to succeed on social media in 2023.
