There has been a change in how businesses advertise on social media in the past two years. With the number of social media users having surpassed 3.7 billion worldwide in 2021, businesses aren’t simply thinking ahead to the challenge of engaging massive online communities in the coming year. What social media trends might I expect in this dynamic environment? is another question they have.
HubSpot’s Blog polled more than a thousand marketing professionals to find out what strategies B2B and B2C companies will employ in 2023. For further insight into the following year, I also consulted with social media professionals and dove into the 2023 Social Media Trends Report from HubSpot and Talkwalker.
Future of Social Media
It’s only a matter of time before TikTok becomes the most popular app on every social network.
While the epidemic was in full swing, I noticed that most of my coworkers and acquaintances had taken up a new hobby: TikTok.
Undoubtedly, TikTok has expanded rapidly. In fact, in the first few months of 2021, there was a 61% rise in the number of times the word “TikTok” was used compared to the same time in 2020, and it was the first app that wasn’t Facebook to achieve 3 million downloads worldwide.
Rapid expansion raises suspicions that it is just another transitory trend, but that does not appear to be the case here. According to HubSpot’s social media team, TikTok has exceptional possibilities for direct consumer engagement, and large businesses like the NBA and Dunkin’ are using it to expand their customer bases.
According to Ben Jeffries, CEO of Influencer.com, “TikTok was the world’s most downloaded app in 2020, and with more and more consumers choosing to use the creative and humorous entertainment platform, brands are waking up to the opportunity to capture a new audience and showcase their brand personality.”
Specifically devoted social media staff members will be added at several companies.
Using social media to promote your company is a brilliant move
However, the purpose of social media goes beyond advertising. It’s a great method of making money, too. The majority of social media users (79%) feel that user-generated material has a major influence on their shopping behavior.
For this reason, rather than burdening an already overworked marketing department, businesses will be more likely to recruit full-time social media specialists in 2023. “The solution to this issue is to hire someone full-time to manage your company’s social media accounts. This person will help your brand expand, monitor social analytics, participate in industry-specific conversations, test out new platforms and trends, and more. This is something we’ve implemented at Jot form, and the results were positive.”
Customers will increasingly use AR to virtually try on merchandise and engage with companies.
Since AR has been available for a while, it is becoming increasingly usual for firms to employ technology to let customers try out things before they buy.
In addition to helping boost profits, augmented reality has been shown to have a wide range of other practical applications in business. Truth be told, augmented reality may increase conversion rates from click to buy by as much as 33 percent.
Snap Inc.’s Head of AR Product Strategy and Product Marketing Carolina Arguelles Navas told me that augmented reality (AR) will overtake traditional methods of product testing among customers by 2023.
To paraphrase what Navas has to say about it, “for companies, AR is the most intimate approach to reach consumers and is more successful at generating outcomes compared to traditional kinds of advertising and marketing.”
According to what Navas has said, “Over the past two years, we have witnessed a meteoric rise in both interest and usage of augmented reality, with over 200 million Snapchat users actively utilising AR on a daily basis. This fad won’t go away any time soon and will likely gain momentum.”
Snapchat is a great place to test out augmented reality if you’re thinking it would be a good fit for your company, since the social media site reaches more than 90% of 13- to 24-year-olds and more than 75% of 13- to 34-year-olds in the United States, and nearly one out of every two smartphone users.
Many companies in the business-to-business sector plan to expand their spending on social media platforms like Instagram and Twitter.
Even though Instagram and Twitter have been around for a while, many advertisers report increased returns on investment (ROI) because to these platforms.
For instance, by Q3 of 2020, Twitter had around 200 million monetizable DAUs, an increase of 29% year over year.
Instagram, on the other hand, saw an increase of about 14% in daily time spent on the app, to an average of 30 minutes, between 2019 and 2020. When compared to the growth of involvement on all other social media sites, this was exceptional.
The influencer marketing industry will have reached full maturity by 2023
Without a doubt, the epidemic hastened the ascent of “unfiltered” (or less scripted) material and “everyday influencers,” such as micro- and nano-influencers.
During the epidemic, many consumers put more faith in influencers than in major companies. Therefore, influencer marketing is a promising strategy for the year 2023.
Senior Manager of Social Media at HubSpot Kelly Hendrickson shared with me, “If you asked me what trend I should be monitoring in 2023, I would say…” “In 2023, I anticipate seeing an uptick in the utilisation of influencers and a shift toward more nuanced approaches. Given the difficulty businesses have had in building a presence on platforms like TikTok, there is a great opportunity for content collaborations between influencers and these platforms.”
Businesses will increasingly employ influencer connections to boost sales as social media and online shopping become more closely aligned.
Ads on social media will eventually reach a higher level of sophistication.
To prepare for “the death of the third party cookie,” which Google aims to implement by 2023, many marketers will need to adjust their approaches to social advertising in the following year.
It’s fortunate that there are several extremely efficient advertising choices that don’t involve the use of third-party cookies. For a few examples: User-created content, customised social media advertisements, email marketing, and retargeting efforts on search engines.
Instead of letting third-party cookies dictate your advertising strategy, now is the time to craft a data-driven approach that makes use of analytics to gain a more nuanced and accurate picture of your consumers’ interests and preferences.