Social media usage is steadily becoming the go-to tool for marketing, and this adoption shows no signs of slowing down any time soon.
According to the report, Number of social media users worldwide from 2017 to 2027, by Statista, over 4.26 billion people used social media globally. It is expected to grow approximately to 6 billion in 2027. Anticipating what’s coming next and with never-ending feature updates, emerging technologies, and ever-changing consumer behavior, digital marketers are constantly on their toes. However, they must work on new social media marketing strategies yearly as recent social media marketing trends are coming up annually.
As the social media landscape constantly evolves, what worked yesterday will not work today in social media, for marketing.
To get the most bang for their social media marketing buck, marketers must keep up with the latest social media user behavior, technology developments, and functionality. Marketers must also incorporate the latest social media trends in their marketing strategy.
And also, they have to keep an eye on the trends always.
All the social media marketing trends may not work for every brand. Based on the social media goals, brand message, and audience, brands can choose the trends and incorporate them into the marketing plan.
Here are a few social media marketing trends for 2023 that CMOs can watch and make marketers incorporate into marketing plans.
Also Read: B2B Content Marketing Trends
Short Form Videos Will Dominate the Social Media Platforms
Video content is expected to be the majority of online content in the coming years. According to the Video Marketing Statistics 2023 report by wyzowl, 86% of all businesses use video as a marketing tool. However, the spotlight will be on bite-sized and short-form video content. According to the same report, 73% of people prefer watching short videos to learn more about a product or service. Thus, apart from potentially creating more audience engagement, it can be an invaluable tool for education and marketing.
Even if an audience of today has a shorter attention span, short-form videos, and bite-sized content still allow brands to drive engagement, with 8.25 seconds as the average human attention span. Now it doesn’t mean, when creating bite-sized content, brands should compromise quality. High-quality content can still hold your audience’s attention, despite shorter attention spans.
Interactive Ads to have a Traction
Various Extended reality technologies, including AR and VR, have opened up many new opportunities for engaging users. Filters are the one widespread use case for such technologies. However, they can still be used for delivering better shopping experiences to the audience of brands, such as through various interactive ads. Users are likely to skip or block ads using ad blocks usually. But this type of advertisement allows users to participate in the ad experience. Allowing them to participate in these advertisement experiences increases the chances of engaging with brands and products. Besides getting more viewing time from the audience, interactive ads help companies to drive brand awareness.
Personalization to be Paramount
Personalization, the global consumer trend, has been there for several years. However, when it comes to its adoption for various social media channels, it is still a recent one. Some are likely to say that brand cannot personalize their content for distinct consumer segments. Although proper, they can still customize the ads in social media for as many target segments as they want.
Delivery of social media ads is the critical aspect where marketers and businesses leverage the social media marketing trend, personalization. Advanced customization and targeting options for marketers are available now on all Social media platforms. This allows marketers to target and show suitable ads to people at the correct times.
You may wonder if personalization has reached a level where social media platforms can understand the type of products the users like. And they show the users the ads for similar products of various brands. This is because these online channels can understand the online behaviors and preferences of the users, which is evident through their searches. Marketers can effectively average this compelling social media marketing trend to engage audiences and increase leads.
Brands Will Concentrate on Incorporating Social Listening
For data and insights that businesses can utilize to refine their social media strategies, Social media is a gold mine. And it has become easier for anyone to access all these insights with the launch of many social listening tools.
Social listening has become a strategy of every marketer, as anyone can draw meaningful insights through social listening. Marketers and brands use it for various use cases. Using social listening, marketers can get a lot of information, including understanding how people perceive a brand and the impact of a social media campaign. This has made social listening a vital part of most marketers’ social media strategies.
There are a lot of tools for social media listening that marketers can use for this purpose. So, marketers can start experimenting by setting up branded hashtags, brand mentions, and other hashtags and keywords that are important to the niche.
Also Read: TikTok Announces New Partners in Brand Safety and Suitability
User-generated Content Will Stay Popular
Leveraging user-generated content by brands is not a new trend. But it is a trend that is still going strong and will continue to do so for a long. The adoption rate has only changed, with more and more marketers utilizing UGC.
Some brands, like Daniel Wellington, motivate their customers to create content and tag brands to have a chance to get them featured on their page. Some, like Olay or Dove, run relevant marketing campaigns encouraging people to submit their entries to participate in the campaign.
Some brands, like Airbnb, rely entirely on user-generated content for their social media content. It would help if you had a place for it in your content mix, no matter how you want to use UGC. User-generated content is considered much more authentic than other branded content and is free. It can help brands to become more trustworthy and increase their image perception among the audience. It’s time to start using it if you have never previously experimented with user-generated content for your social media profiles.
Social media marketing trends are evolving continuously. It’s time for marketers to include them in their marketing strategies to increase engagement and leads. CMOs can make marketers leverage them and yield better results as the technology evolves and trends.
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