2023 Social Media Marketing Trends

Welcome to the new year everyone! I hope you all enjoyed some time away from work and are feeling rejuvenated.?

In my last newsletter, I shared our top trends and predictions for digital marketing in the new year. Today, I’m diving into the key social media trends all marketers should be aware of in 2023 and tips on how to leverage each one.?

5 Social Media Marketing Trends for 2023

#1: Social Platforms Becoming the Preferred Search Engine

Both Meta and TikTok made major strides with improving search functionality in 2022. These technological changes paired with shifting consumer behavior laid the groundwork for more product discovery via social media in 2023.

To show up in front of your best customers, optimize for the search function on platforms like TikTok, Instagram, YouTube, and Pinterest. Start by developing a keyword strategy to promote product discovery and increase conversions based on platform algorithms and user intent. Then, explore additional ways to optimize your content including your profile, captions, alt text, hashtags, location, and more.?

#2: Growth of Social Commerce

eMarketer predicts social commerce sales will rise to $56B in 2023, doubling 2021 sales numbers. However, trends like live shopping and social commerce experiences in the metaverse are falling out of style. Instead, expect a greater focus on more practical, in-feed shopping ads that lean into consumer preferences for convenience and speed.?

As you plan your campaigns, focus on creating engaging, personalized content first. Then, support it with shoppable posts and e-commerce integrations. Allot a portion of your budget to test and see which tactics drive the most social commerce sales for your brand.

#3: The Continued Rise of Micro and Nano Influencers

Influencer marketing spend in the US is expected to rise 11.5% to reach $4.62 billion in 2023. Why? Because it is an increasingly effective and cost-efficient way to build trust, awareness, and authenticity for your brand. Micro and nano-influencers are specifically gaining traction due to their affordable impact. In fact, 77% of creators are paid less than $500 per post, whereas most macro-influencers charge over $1,000.?

Home in on influencers whose profile content and followership aligns with your target audience. Also, be sure to incorporate influencer marketing into your overall digital media plan for omni-channel consistency and efficiency.?

#4: Short-Form Video Rules?

Short-form video will continue to dominate the creative space this year. With shortening attention spans, people expect quick-hitting, useful and entertaining content on social media. Plus, the social media giants are shifting their algorithms to prioritize short-form video content. For example, Reels now make up over 22% of all Instagram posts and receive higher engagement than any other content format.?

To capitalize on this trend, simply prioritize short-form video creation. From there, adapt your video style to fit the expected user experience and technical specs of each nuanced platform. Follow these video creative best practices to create an engaging experience without the need for expensive production.

#5: Demand for Authenticity?

The BeReal boom is a clear indication that today’s social media users are looking for authenticity. For Gen-Z consumers, brand authenticity is one of the most important factors for purchase decisions. They are hypercritical towards brands that fail to match the organic user experience or live out their core values, especially on social media. So, paid ads should match the trends and style of the user-generated content (UGC) on the app. Ads that look out of place in social feeds are seen as disruptive and can negatively impact your brand’s image.?

Familiarize yourself with each social platform and understand how to create native-feeling ads. Experiment with using popular sounds or trends. In doing so, ensure you stay true to your brand image as well as your audiences’ values.?

For more details and insights, you can read our full 2023 Social Media Advertising Trends article here.??

What other trends do you anticipate for social media marketing in 2023? Leave a comment below with your predictions.??

Sean