A significant portion of daily life revolves around social media, whether it is Facebook, Instagram, X (Twitter), Snapchat, TikTok, Quora, Tumblr, and new platforms like Threads. Social media has seamlessly integrated into our daily routines for work and business. With these platforms being so thoroughly integrated into our lives, it is essential to understand recent trends to understand customer behavior and optimize business marketing activity. Fortunes are made daily on social media, and while some of it may seem like luck, your business can capitalize on social media to boost revenue and increase customer engagement.
Source : Statista -Number of social media users worldwide from 2017 to 2027
It is expected that by the end of 2027, 5.85 billion people will be using social media. Every company understandably wants to be there to connect with customers on these vast platforms. So, what trends are taking hold this fall, into the holiday selling season, that can benefit your business?
With an overflow of content on social media, the competition between businesses is fierce. Standing out in this crowded space can be challenging without a well-crafted marketing plan. In order to stay ahead in your marketing efforts,
Social Media Marketing Trends For Businesses To Watch In The Fall Of 2023
Here are the social media marketing trends for businesses to watch in the fall of 2023 and beyond.
Trend #1 – The Growing Popularity Of “1-Minute Content”
The future of online content appears to be heavily focused on video content, with an increasing number of businesses already benefitting from the potential of video marketing, accounting for 86%. However, the spotlight will shine brightest on shorts and reels. These formats not only have the potential to garner higher engagement from your audience but also serve as invaluable tools to reach out to a large audience. In fact, over 700 million pieces of short-form content are uploaded daily on social media platforms.
These short videos allow brands to keep their audience engaged and even gives them a chance to tap new audience. However, It is essential to note that the success of short-form content does not mean that anything you post will equal better results. Just like other types of content, short content has to be creative and engaging, as only high-quality content retains the ability to break through the noise and captivate your audience.
Data source: Think with Google
Trend #2 – Communities Over Followers?
In 2023, brands that cultivate an engaged social media “community” will emerge as the real winners. While many brands perceive social media as a platform for content sharing, this perspective only addresses half of the equation. The other equally critical half fosters the idea of community, establishing connections, and actively engaging with your audience.
Data and image source: Pew Research
But how can you know if your audience is just a bunch of “Followers” or a true “Community”? Here are some key indicators to keep an eye out for:
- When your audience voluntarily promotes your brand.
- When individuals share your content/service/products with their friends and families.
- When your community collectively celebrates your brand’s achievements.
- When meaningful relationships are formed because of a genuine interest in what your brand offers.
- When there is excitement for any event you organize.
All in all, a community is like a group of people with common interests and common goals. A recent survey suggests a staggering 90% of social media marketers consider the development of an active online community as their main SMM strategy for 2023 and beyond.
When we see consumer data, this logic makes much more sense. More than 20% of all users on social media are a part of some type of community. Among those engaged in online communities, approximately a quarter (21%) identify the most significant benefit as product discovery.
So, where should you establish your online community? Social media marketers appear divided between Facebook and Instagram, with Quora trying to be third in line. You can choose either of the platforms or extend your reach on each platform to start building your community.
Trend #3 – Influencer Marketing Is Still A Thing And It Is Stronger Than Ever!
Content creators now hold significant power in brand/product marketing. According to recent studies, most of the consumers (87%) trust recommendations from family and friends who have personally interacted with a brand and had a positive experience. This is where influencers with large communities can make a difference for your business. A substantial 71% maintain their trust in bloggers, vloggers, and social media influencers who share their firsthand experiences with different brands.
However, success is highly dependent on the influencer, content quality, and alignment with the brand’s values and message. Notably, a third of social media users prefer to discover products through influencers on social platforms. This preference is even more significant among Gen-Z.
Influencer marketing remains a steady and powerful force in marketing. However the types of influencers who hold the greatest value are constantly changing and evolving. In 2022, influencer marketing witnessed a remarkable surge, with expenditures soaring to a staggering $4.14 billion. This figure stands as a remarkable achievement, representing an increase of approximately one billion dollars compared to the previous year. With this trajectory, the future of influencer marketing appears exceptionally promising.
Trend #4 – Social Media Channels, A Reliable E-Commerce Platform?
The future of eCommerce undeniably resides within social media. In recent times, the e-commerce landscape experienced a significant transformation as shopping on social media platforms gained substantial traction. Platforms such as Facebook Marketplace and Instagram introduced features like in-app purchase options, “save later” buttons, and more, simplifying the shopping experience for users.
The journey begins with product discovery, and for consumers aged 18 to 54, social media stands as their preferred channel for uncovering new products.
Social media marketers have taken note of the rising trend of social shopping, with 47% of those surveyed reporting an increase in in-app sales. Moreover, an astounding 80% of social media marketers predict that consumers will increasingly opt to purchase products via social apps over traditional brand websites or third-party platforms like Alibaba, Etsy, or Amazon.
Source: HubSpot
Despite these impressive statistics, many consumers still have concerns about making purchases through social media platforms. Our survey found that only 41% of social media users feel comfortable making purchases on social media, and just 37% are willing to share their card information with these platforms.
The primary concerns that bother the customers are:
- Authenticity of the Business/Brand (54%).
- Refunds Assurance (48%).
- Product/Service Quality (44%).
By undertstanding these concerns, you can stand out and differentiate your company. Among the various platforms offering in-app purchasing options, Instagram is ahead of the pack as the platform users deem to provide the most favorable shopping experience. Social media marketers concur, recognizing Instagram for delivering the best return on investment (ROI) and an array of effective marketing tools.
Trend #5 – Using Social Media For Effective Crisis Management
Effective crisis management on social media is becoming an indispensable necessity.
The recent statistic reveals that over 95% of businesses anticipate confronting a crisis within the next two years. The challenge lies in the fact that many companies have yet to establish a dedicated crisis response team or formulate a crisis plan.
Social media platforms have evolved into lightning-fast channels for being at the front of any issues your brand/company faces. With stories and X posts, you can quickly address the issues with an effective plan without further escalating the problem. Neglecting to address even a small problem can lead to its escalation, potentially inflicting substantial harm on your business, both financially and reputation-wise.
A substantial 61% of respondents believe that brands should possess the capacity to acknowledge crises through their advertising and communication efforts promptly.
Furthermore, harnessing social media as a crisis management tool holds the potential to help businesses rebuild trust with their audience. An impressive 81% of respondents assert that social media has contributed to enhancing business accountability.
The same report underscores that 89% of individuals maintain that a business can regain its trust when it demonstrates transparency by acknowledging its mistakes and outlining corrective actions. Given the current landscape of social media utilization, not only by users but also by businesses, it emerges as a potent instrument for effective crisis management.
Trend #6 – BeReal And Threads Getting The Attention
One of the earliest social media marketing trends of 2023 to capture attention was BeReal. This newcomer to the scene intrigued users and left marketers scratching their heads. After all, how do you approach an app that doesn’t encourage constant use?
Image source: BeReal
While many will grapple with how to market their brand on this platform, It is an excellent opportunity to step back and gain perspective. Understanding why vertical networks, closed communities, and apps like BeReal are flourishing, especially as consumer social media fatigue becomes more prevalent, will be pivotal in shaping your strategy.
On the flip side, there’s Threads, a creation by the Instagram team aiming to rival X, formerly known as Twitter. It promises to elevate your experience in sharing text and participating in public discussions, or so they claim.
Image source: Wikipedia
Threads provide a dedicated space for self-expression, creating meaningful conversations and connections with like-minded individuals. You can effortlessly log in using your trusted Instagram account, personalize your profile, and immerse yourself in a lively community.
Trend #7 – The Growing Popularity Of AI-generated Content In Marketing
The year 2023 has been a momentous one for AI. Anticipate witnessing an upsurge in AI-driven content recommendations on prominent social media platforms like Facebook and Instagram, all geared toward enhancing user engagement. With the proliferation of social media platforms, there’s an escalating demand for content that is not only high in quality but also engaging and tailored to individual preferences.
This is precisely where AI-generated content takes center stage, empowering marketers to swiftly and efficiently craft content while conserving valuable time and resources.
Numerous AI tools have emerged to aid marketers in content creation for social media. Here’s a brief overview of some of the most renowned ones:
- Wondershare Filmora: A video creation tool harnessing AI to produce personalized videos on a large scale.
- Midjourney: A versatile tool designed to generate images through natural language descriptions.
- AISEO: A natural language processing tool adept at generating compelling social media copy.
These AI-driven solutions are poised to revolutionize content creation, offering marketers innovative avenues to connect with their audience effectively.
Trend #8 – Repurposing Content Won’t Work
Reusing the same content across multiple platforms won’t cut it in 2023.
Social media marketers typically manage an average of four different platforms. While most SMM managers reuse one post on different platforms, there’s a noticeable shift away from this one-size-fits-all approach. In fact, only 17% of marketers are simply cross-posting the same content on different platforms. Most are moving towards a more tailored approach.
According to our research, 48% of marketers are making adjustments to their content when sharing it across various platforms. Furthermore, more than a third (34%) are opting to create entirely new content for each platform. And even though we might think we have a grasp on what to expect, this list of social media marketing trends likely doesn’t cover all that we’ll encounter in 2023.
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Conclusion
For social media marketers, the best course of action is to continue researching social media marketing trends, online consumer behaviors, and your team’s social media data. This information will enable you to determine which social media marketing trends or strategies to put your focus on and how to handle unforeseen challenges in the ever-evolving online environment.
Frequently Asked Question
Q: What's a powerful social media marketing strategy for 2023?
For successful social media marketing in 2023, it is crucial to prioritize interactive content. By creating captivating and interactive posts, you can gather valuable data about your target audience. This will allow you to tailor your future marketing campaigns to suit their preferences and needs better.
Q: Which social media platform is experiencing the fastest growth in 2023?
The social network that has experienced the most rapid growth in 2023 is BeReal. This platform has witnessed an extraordinary surge, with an astounding 313% increase in users from May 2022 to January 2023, effectively quadrupling its user base during this timeframe.
Q: What social media marketing trendscan we expect after Instagram?
After Instagram, we can expect TikTok and short-form video content to continue gaining popularity. However, Instagram and Twitter will still hold their significance, particularly for B2B businesses. Additionally, 2023 might see smaller networks like Pinterest and Snapchat making noteworthy strides in the social media landscape.
Q: Which social media platform is the most widely used in the United States in 2023?
Facebook remains the reigning champion as the most popular social media platform in the United States. The statistics affirm this, as Facebook encompasses a staggering 53% of all visits to social media sites in the country in 2023.
