Social media marketing is a rapidly evolving field that requires brands to stay ahead of changing consumer behaviors and trends. This year has seen major shifts in the world of social media, with new technology launches and growing platforms, making it a
challenging landscape for marketers. However, there are a few key trends that are likely to impact social media marketers in 2023, and companies can prepare by staying ahead of the curve. The first trend to watch is the rise of the “customer influencer.” Influencer marketing has become a staple in marketing campaigns, and the use of microinfluencers has
been on the rise. However, in 2023, brands will embrace word-of-mouth marketing and use social media to source user-generated content (UGC) from their customers. UGC has been shown to drive 29% higher web conversions compared to campaigns that don’t leverage it, making it a valuable tool for brands. By using real-life testimonials from their most loyal customers, brands can save time and resources while also shining the spotlight on their most valuable customers. Another trend to watch is the increasing use of emerging social platforms. Brands that don’t experiment with new platforms, formats, and trends risk falling behind. The success of TikTok has led to more brands experimenting with other emerging platforms, like BeReal. Brands like Chipotle are already using BeReal to offer exclusive promos and discounts, and more brands are expected
to follow suit as they look to grow their Gen Z communities. One of the biggest shifts in the world of social media was the increased use of social media for customer care. The pandemic changed the way customers interact with brands on social media, and many turned to branded social accounts for customer service. Brands have realized the importance of a
diligent social customer care strategy, and this trend is expected to continue in 2023. In fact, two out of three consumers prefer to use social media for customer support during the buying process. Brands will need to harmonize the way customer support and social media teams interact to provide the best customer experience possible. Another trend to
watch is the continued dominance of video content. Video has been the top content format for brands for years, and this trend is expected to continue in 2023. Brands will focus on more scrappy, unpolished videos that are more authentic and resonate with audiences. Brands can use their cell phones to record and edit content in-app, and there is a growing pool of content creators using platforms like TikTok to showcase products. This gives brands an abundance of UGC to use in their
campaigns. Social media stories will continue to captivate audiences One of the biggest trends in social media marketing over the last few years has been the growth of stories. Social media stories are quick, ephemeral updates that disappear after 24 hours. Brands quickly realized the potential of stories to reach and engage with their audiences,
leading to a proliferation of stories across different platforms. In 2023, we predict that social media stories will continue to play a key role in how brands communicate with their audiences. Brands will use stories to drive brand awareness, highlight products and services, and provide behind-the-scenes glimpses into their business operations. By leveraging the power of stories, brands can make a big impact with short, engaging pieces of content. Social media marketing will be more personal Social media marketing has come a long way over the last few years, but there’s still a long way to go. In 2023, we predict that brands will focus on personalizing their marketing messages to better engage with their target audiences. Brands will use data and AI technologies to better understand their customers and provide them with relevant, personalized
messages. This will require a deep understanding of what makes their customers tick, as well as their needs, wants, and desires. By taking a personalized approach to social media marketing, brands can better connect with their customers and build long-lasting relationships. Whether it’s through targeted ads, targeted content, or targeted messaging, brands that focus on personalization will come out on top. Finally, brands will turn to live video streaming to deliver quality customer service straight from social media apps. Customers will be able to receive expert advice from the comfort of their own homes, and brands like Orbit Baby have already seen success with this approach. As customers demand immediate responses from brands online, this trend is expected to take root in 2023. The world of social media marketing is constantly changing, and brands need to stay ahead of the curve to be successful. The five trends outlined in this article – the rise of the “customer influencer,” the use of emerging social platforms, the increased use of social media for customer care, the continued dominance of video content, and the use of live video streaming for customer service – are all
trends that brands should prepare for in 2023. By being proactive and adapting to these trends, brands can stay ahead of the competition and continue to grow their social media presence. |
NEWS DIGEST FIVE STORES YOU MUST KNOW TODAY
1) A new study from Acast has found that while marketers are lagging in their understanding of programmatic advertising, they're leaning in to podcasts.The study found 65% expect to increase their spend on podcast advertising, and 83% of those that have previously purchased podcast ads will budget more. That's
good news for advertisers, because only 3% of the respondents expect podcasts to be the most negatively affected channel by the death of the cookie next year. In contrast, nearly 70% expect social media to be most hurt by it. Moreover, 84% say podcasts now have low ad loads, a higher rate than other media, which spells opportunity for advertisers. 2) Smirnoff, the official vodka sponsor of the NFL, will reveal its first-ever cocktail coordinator to the world during Super Bowl LVII, according to a press release.The reveal will put an end to a months-long competition that began at the start of the 2022 NFL season and aims to highlight passionate game-day cocktail makers.For the final stage, Smirnoff on Jan. 29 tested three finalists on football knowledge, game day entertaining and cocktail making skills. The event was
judged by NFL commentator Kay Adams and founder of Cocktail Academy Matt Landes. The participant selected as the winner will have the opportunity to travel for free to the 2023 Super Bowl as Smirnoff’s guest and receive additional surprises. The effort shows how some brands are utilizing pre-game hype as a marketing tactic. 3) In celebration of
Black History Month, brands such as IPSY makeup subscription, Jack Daniel’s whiskey, and Sirius XM broadcasting are extending their inclusive marketing efforts beyond the month of February. In recent years, the one-month approach to Black History Month marketing hasn’t worked for brands as consumers have become skeptic of brand marketing, especially inclusivity promises that came on the heels of the Black Lives Matter movement of 2020. Shoppers increasingly want to reach Black men and
women all year long and marketers have shifted their focus, including to keep up with Gen Z, which is more diverse than previous generations. According to Pew Research in 2019, one in every four Gen Zers are Hispanic in comparison to just 12% of Gen Xers in 1987. Meanwhile 14% of Gen Z identifies as Black, 6% as Asian, per the report. 4) At
Vice, there's a team of TikTok specialists who work alongside their colleagues on other platforms.They're embedded in a larger editorial team that reports to an editor in chief, and they always include a producer, social editor, video editor and senior-level multiplatform editor whose expertise spans both journalism (news gathering, storytelling) and social. The senior-level editor reports to an editor-in-chief who approves pitches and reviews final scripts and cuts. 5) Pay attention, payment platforms: the bird has been spotted migrating into your territory.Turns out Twitter has been applying for the required licenses to become a payment platform in the US, according to the Financial Times. This isn't totally surprising—Elon Musk has been looking for new revenue streams and hinted at joining the payments
industry as far back as November 2018. But that's not all—Musk wants to turn Twitter into an "everything app" that includes messaging, payments, crypto, and e-commerce all in one place. That would make Twitter a competitor of Apple Pay, PayPal (Musk's former company), and possibly other fintech platforms. Oh, and the rules are getting softer: After reinstating thousands of previously suspended accounts, Twitter outlined how it will be applying new rules going forward. Instead of outright
suspensions, Twitter plans to "take less severe actions" like limiting the reach of policy-violating Tweets, and asking users to remove Tweets before continuing to use their accounts. All of which aligns with Musk's "freedom of speech is not freedom of reach" Tweet from November 2018. |
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