Social Media Forecast for 2023
Feb 06, 2023
New year, new social media trends! With 2023 off and running, it’s time to reconsider your social media marketing strategy. If there is one thing we know to be true, it’s that social media is ever-changing. Trends vanish just as quickly as they emerge, making it crucial for marketers to understand which direction social media is heading at the start of each year.
Authenticity – The Future of Social Media
Authenticity has long been a key facet of social media—this year expect an even higher demand for transparency and originality across platforms. As consumers look to influencers and micro-influencers for recommendations, UGC (user generated content) is expected to increase in demand. Pivot to people-first content and be sure to mix lifestyle photos and video in with static product imagery. Continuing with the theme of authenticity,
behind-the-scenes content and even silly bloopers or fails will play well into your 2023 content strategy.
Storytelling in Social Media
Put away the straight sales tactics (though not your CTAs). Consumers are increasingly using social media to discover new ideas and products; use lifestyle-oriented storytelling to improve your reach. Casual, off-the-cuff, video reads as more authentic (there’s that word again) than poised and scripted promo, particularly with younger demographics. Niche content is also on the rise—remember, not
everyone will be the target audience for your product or service and not everyone has to be. Nail down your buyer personas and get clear on what your product or service adds to the life of your customers. Finally, don’t be afraid to get silly. Humor reminds your customers of the people behind the brand and helps them connect with your brand in an organic way.
All Hands on Deck: Expect 2023 Social Strategy to Demand More Time & Resources
Instagram and YouTube grew their short-form video content in 2022 in direct response to the rise of TikTok, and 2023 looks to increase this effect. As more platforms adopt a short-form video focus, marketers and business owners who have to double as their own marketing team will need to adapt their content production strategy to succeed on social platforms. YouTube Shorts currently averages 30 billion views per day, the average TikTok user spends an average of 95 minutes per day (over 1.5 hours) on the platform, and over 50% of Instagram users discover new content on the Explore page through Reels.
As any content creator knows, video takes time. Short-form doesn’t mean short-sighted—short-form video needs to be intentional and strategic. If you’re going to invest the time and resources to create video content, be sure your content is in line with the rest of your social media strategy.
Take a Stand, Not A Seat
Expect the trend of brands showcasing their values and ethics on social platforms to increase. Younger consumers prefer to shop from brands that support the causes and communities they care about, and they want brands to provide receipts on that support, not just lip service.
There’s also a kind of reckoning happening in the influencer community, in which content creators are becoming increasingly transparent about what brands are paying them to promote their product or service, and putting big brands on blast for underpaying or trying to trade product alone for an influencer’s services. Many influencers have become full-time content creators and see pay transparency as part of establishing their credibility, so don’t be surprised if your next influencer search includes rate comparisons.
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