7 Social media trends to watch in 2023!

In the world of social media, authenticity is becoming increasingly valued. In the past, many brands have focused on creating a polished, curated image on their social media pages. However, as social media evolves and becomes more saturated, consumers are looking for something different - real, authentic content that speaks to them on a personal level. This shift is leading to a renewed focus on authenticity, and brands that embrace this trend are reaping the rewards. Faizan Ahmed Khan, Sr. Content Marketing Specialist at UBUY Australia, says, “One of the key ways that brands are embracing authenticity is by incorporating user-generated content (UGC) into their social media strategy. UGC is content that is created by users, rather than the brand itself. This content is often raw, real, and unscripted, making it incredibly relatable to other users.” Brands that feature UGC on their social media pages are not only demonstrating that they value their customers, but they are also creating a more authentic, relatable image for themselves. For example, a clothing brand that features photos of real customers wearing their products creates a more personal connection with their followers than a brand that simply posts professionally shot images of models wearing their clothes. In conclusion, authenticity is no longer a luxury in the world of social media - it's a necessity.

Short form videos, specifically TikTok, Reels, and Shorts, have been rapidly gaining popularity on social media. These bite-sized clips, usually no longer than 60 seconds, are perfect for capturing attention in an increasingly cluttered and fast-paced online world. TikTok, in particular, has exploded in popularity, especially among younger generations, with over 1 billion active users worldwide. TikTok allows users to create and share short, lip-syncing, dance, and comedy videos, set to popular music and sound bites. The platform’s algorithm makes it easy for users to discover and engage with content, and the platform’s creative features such as filters, effects, and editing tools make it simple to create visually appealing videos. “Brands have jumped on the TikTok trend, creating branded content and participating in viral challenges to reach and engage with their target audience”, says Brad Anderson, Founder of FRUITION. For example, Chipotle recently created a viral challenge where users were encouraged to recreate their iconic assembly line in a TikTok video. The challenge was a huge success, with over 200,000 entries and a ton of engagement from Chipotle's followers. In conclusion, short form videos are a trend that is here to stay. With the rise of platforms and features like TikTok, Reels, and Shorts, brands have a unique opportunity to reach and engage with their target audience in a fun and creative way. By leveraging these platforms, brands and people can showcase their products and services in an entertaining and memorable way, ultimately driving engagement and sales.

Social commerce, the ability to buy and sell products directly on social media platforms, is quickly becoming the new norm in online shopping. Consumers no longer have to leave their favorite social media platform to make a purchase, they can now do so with just a few clicks. “Social media platforms such as Instagram, Facebook, and TikTok have all introduced features that allow users to shop and buy products directly from their feed, streamlining the purchasing process and making it more convenient for consumers”, says Steve Rose, Vice President at MoneyTransfers. For example, Instagram has introduced the "Shop" tab, which allows users to discover and purchase products from their favorite brands without leaving the app. Brands can now showcase their products in an aesthetically pleasing way, using high-quality images and videos to entice users to make a purchase. This has made shopping on Instagram a seamless experience, with users able to browse and purchase products in just a few clicks. TikTok has also jumped on the social commerce trend, with the introduction of the "Shop" tab. This allows users to discover and purchase products directly from their feed, making shopping even more convenient for TikTok users. Brands can showcase their products in a fun and engaging way, using the platform's creative features to entice users to make a purchase. Simply put, social commerce is the new commerce. With the rise of social commerce, consumers can now shop and buy products directly from their favorite social media platforms, streamlining the purchasing process and making it more convenient for them. Brands can now showcase their products in a creative and engaging way, ultimately driving sales and revenue.

One of the most significant social media trends for 2023 is the increasing use of micro-influencers by brands. Micro-influencers are individuals with a smaller, but highly engaged following on social media, typically ranging from 1,000 to 100,000 followers. They are seen as trusted sources of information and are known for having a more authentic voice than traditional celebrities and macro-influencers. “Brands are recognizing the effectiveness of micro-influencers and are leveraging their influence to reach and engage with their target audience. Micro-influencers often have a specific niche or area of expertise, making them ideal for promoting products and services related to that niche”, says Lisa Johnson, Full Stack Developer at Geeks Health. For example, a fitness micro-influencer can promote health and wellness products, while a travel micro-influencer can promote travel gear and services. The advantage of using micro-influencers is that they are often more cost-effective than traditional influencer marketing campaigns, and they often have a more engaged and dedicated following. This leads to higher conversion rates and a higher return on investment for brands.

Another most significant social media trend for 2023 is the increase in brands interacting with their audiences. Jamie Irwin, Marketing Executive at eLocker, says, “Today, social media is not just about broadcasting a message to a large audience, but about building relationships and engaging with your followers.” Brands are realizing the importance of interacting with their audience, and this trend is only going to grow stronger in 2023. One of the benefits of interacting with your audience is building brand loyalty. When brands engage with their followers, they show that they care about their opinions and value their feedback. This, in turn, creates a sense of community and strengthens the bond between the brand and its audience. For example, the fast-food chain, McDonald's, frequently interacts with its followers on social media, responding to customer inquiries and feedback, and even running social media contests to engage with its audience. Interacting with your audience also provides valuable insights into what your customers want and what they're interested in. Brands can use this information to improve their products and services and better meet their customers' needs. For example, the beauty brand, Sephora, uses social media to ask its followers for feedback on new products and services. This feedback helps Sephora make informed decisions about what products to launch and how to improve their customer experience. Finally, interacting with your audience is a great way to build brand awareness and drive engagement. When brands engage with their followers, they encourage their followers to share and spread their message, ultimately expanding their reach. For example, the athletic apparel brand, Nike, frequently interacts with its followers on social media, running social media contests and encouraging its followers to share their experiences with the brand. That said, interacting with your audience is a trend that is here to stay. Brands that invest time and effort into engaging with their followers will reap the benefits of increased brand loyalty, valuable customer insights, and increased brand awareness.

Another big social media trend for 2023 is the focus on zeroing down on specific communities. Brands are realizing the importance of targeting specific groups of people based on their interests, values, and demographics, rather than trying to appeal to a broad audience. By targeting a specific community, brands can create a sense of belonging and connect with their audience on a deeper level. For example, let's consider a vegan food brand. Rather than targeting everyone on social media, they can focus on targeting vegan communities and individuals who are interested in plant-based diets. By doing so, they can create a sense of belonging and connect with their target audience in a more meaningful way. This type of targeted marketing can lead to more engagement, loyalty, and ultimately, sales. Another example is a luxury fashion brand targeting affluent women in their late 20s and early 30s. Freddie Smith, CEO of Sporting Post, says, “By focusing on this specific community, they can create content that appeals to their target audience and resonates with their values and interests. Appealing to everybody isn’t the solution. Instead, building tight-knit communities will benefit in the long run.” In short, focusing on specific communities is a trend that brands should consider when creating their social media strategy. By targeting a specific group of people, brands can create a sense of belonging, connect with their audience on a deeper level, and ultimately drive engagement and sales.

Hyper-personalized ads are a game-changer in the world of social media advertising. “Gone are the days of generic, one-size-fits-all ads. Today's consumers demand a more personalized experience, and social media platforms are delivering”, says Jake Smith, Founder of AbsoluteReg. With hyper-personalized ads, brands can target their audience based on a wealth of data, including their demographics, interests, purchase history, and online behavior. One of the most significant benefits of hyper-personalized ads is their ability to increase engagement and conversions. By showing consumers ads that are relevant to their interests and needs, brands can effectively capture their attention and drive action. For example, a fashion brand could use hyper-personalized ads to show a specific product to a consumer who has shown an interest in similar items in the past. This type of targeted advertising can result in higher click-through rates and conversion rates compared to generic ads. Hyper-personalized ads can also help brands build stronger relationships with their customers. By showing consumers relevant and targeted ads, brands can demonstrate that they understand their customers' needs and interests. That level of personalization can lead to increased brand loyalty and customer satisfaction. Hyper-personalized ads are made possible through the use of advanced technology, including artificial intelligence and machine learning. Platforms like Facebook, Instagram, and Google use these technologies to gather and analyze vast amounts of data to create highly targeted ads. Simply put, personalization is a win-win for both brands and consumers, and it's a trend that is here to stay.

So what we’ve learned so far? The key takeaway is that authenticity, creativity, and engagement will continue to be key drivers of success on social media. Brands that focus on creating authentic content that resonates with their target audience, leveraging the power of short form videos, and engaging with their followers through personalized ads and tight-knit communities will be at the forefront of social media success in 2023 and beyond. Brands that can balance these elements and leverage the latest trends will be best positioned for success in the rapidly evolving social media landscape. Whether you are a small business or a large corporation, now is the time to start thinking about how you can use these trends to your advantage and drive success on social media in 2023. Good luck!