5 Social Media Trends In 2023
December 6, 2022
As we head into 2023, uncertainty across many areas of the market continues to loom, but savvy social media marketers who take steps to carefully assess their opportunities and think about the long-term impact of their short-term actions are far more likely to achieve greater ROI1, regardless of market conditions. We are seeing that smart social marketers will need to be more strategic and creative in the platforms they push as well as the content they produce. By making several selective, yet intentional and intelligent shifts during social planning efforts, brands can expect to experience greater gains in engagement and overall performance of their social channels. In this post, we explore several key trends that will influence social media marketing in 2023:
1. Exclusive Content On The Rise
With more significant subscription pushes from apps like Twitter and YouTube, social apps are seeing the value in subscription-based models to create more recurring revenue streams. Instagram and TikTok tested and rolled out this feature in 2022 and now offer it more widely to creators so they can earn a monthly income. On Instagram, the feature enables content creators to set a monthly price of their choice, unlock a subscribe button on their profile, and offer unique benefits to their subscribers. While not available to business profiles, premium content experiences could be a new opportunity for brands to nurture relationships with customers and invite participation in business decisions.
The allure of these platforms has always been that it’s free to access. However, the more a free model is accepted, the fewer control users have over the content they consume and the overall experience. Social media monetization could become more ubiquitous as newsfeeds become dominated by ads. The Sprout Social Index reveals that 43% of social users feel they get served too many ads, and 29% feel that brands ignore them. A subscription gives users more control over the content they see and interact with. For marketers, the potential for increased gated content on brand pages offers another touchpoint to capture customer information and their business.
2. AI-Driven Content Recommendations
Social platforms are testing and leaning into Artificial Intelligence (AI) to drive more informed content recommendations with the goal of maximizing user engagement. This trend was born from TikTok, where the model is to display the best content from all users rather than encouraging a customized social environment. For TikTok, it promotes optimal user engagement because the feed offers more exposure for creators.
Apps like Facebook and Instagram have confirmed that users can expect recommended content to improve. For Facebook, Meta CEO Mark Zuckerberg’s view is that 40% of the content in the main Facebook feed will come from Pages a user doesn’t follow.
3. Improved AR Functionality
Augmented reality (AR) experiences are becoming more common on social media apps. After Snapchat introduced it with playful lenses and custom filters, Facebook, Instagram, Pinterest, and TikTok have followed suit with lenses, filters, and effects. For these platforms, AR is showing value not only for branding and entertainment but also for commerce. For example, Pinterest is refining its AR tools, and in 2023, the platform will likely introduce new functionalities to help businesses display their products in 3D.
4. Real is Better Than Ideal
With the enduring popularity of apps like TikTok and BeReal, it’s no surprise that social users are craving connection over perfection – content that highlights relatable situations and personalities continues to take precedence over curated, overly-edited images and videos. Research from YPulse revealed that 84% of young people like imperfect content from brands, and 79% say they are tired of depictions of perfection in ads.
5. Continued Growth in e-Commerce
The pandemic catapulted online shopping to volumes never before seen, and social media is booming as a virtual shopping space for today’s consumers, especially younger generations. In 2021, global social commerce sales reached $492 billion, but it is estimated to nearly triple to reach $1.2 trillion by 2025, according to a study by Accenture. Furthermore, from 2021 to 2022, the total number of hours spent in mobile shopping apps increased to exceed 100 billion hours globally, demonstrating an 18% year-over-year growth.2
While Facebook and Instagram have dominated this space for the last few years, other apps are entering the market. Most recently, TikTok launched TikTok Shop, where users can now make purchases directly through the app.
In Summary
As marketers look to 2023 activations, considering these five trends can help improve both engagement and future performance of your social platforms. While not every trend needs to be leveraged, understanding the direction these platforms are heading is critical to ensuring your brand remains visible and relevant. If you’re looking to build an effective social media plan and content strategy that ensures your brand has consistency in tone, voice, and message across all touchpoints, we’re here to help.
1 The Future of Social Marketing, Hootsuite
2 Meeting Today’s Customers Exactly When and Where They’re Ready to Buy Report. AC1 Worldwide and Studio ID. 2022
