2022 brought with it some
interesting trends. Let's see, there was the:
- TikTok takeover
- soaring of social selling
- reign of short-form, and
- (how could we forget?) the mega-influence of meta.
This begs the question: How have times changed and what's in store for 2023?
Find out as media update's Lara Smit keeps track of all the important 2023 trends here:
1. Third-party cookies are continuing
Surprise! The cookie didn't crumble!
Marketers, feel free to rejoice because Google's conclusion to third-party cookies in 2023 has been
postponed to 2024 instead while it perfects its Privacy Sandbox initiative. So you will still have all the data you need to target those ads and personalise your user experience!
But, as we know, time flies! And you need to start thinking of alternative ways to
keep track of your audiences on social media.
2. Platforms have gone audio
With the popularity of podcasts and social audio apps, it's no surprise that mainstream social media platforms have boarded the audio train.
LinkedIn has launched a new creator tool called
LinkedIn Audio Events. This tool allows users to host live interactive events online (without having to stress about having to look good in front of a camera).
What's great about this tool is that
anyone can join the conversation — allowing businesses and thought leaders to
engage directly with their followers and
create authentic experiences with them.
Twitter has entered the audio conversation with its new nifty audio feature
Twitter Spaces. Here, individuals can create virtual spaces to participate in 'unfiltered' discussions with small intimate groups or share their voices with a large crowd.
Meta also made itself heard by introducing
Live Audio Rooms on Facebook. The catch, however, is that the audio events that take place in these rooms can only be hosted by verified public figures or select groups.
The hosts can then invite other individuals to join as speakers. This makes creating audio on this feature more exclusive than those of Twitter and LinkedIn.
3. An increased environmental focus
The concern for humanity's environmental impact continues to grow. In fact, around
81% of consumers said that they would rather purchase from a sustainable business and
87% want businesses to promote sustainability.
Therefore, it's essential that businesses use their social influence to show their followers that they are making an effort to support and encourage sustainability, as well as educate users about their impact on the environment.
Additionally, they should take added precautions to avoid
greenwashing as consumers have become more aware of
how businesses produce false claims about their green efforts.
4. Social media becomes sensational
Besides the added audio dimension, social media platforms continue to find ways to use technology to produce sensory experiences online. This is seen particularly through the integration of XR technologies into these platforms to create immersive online experiences.
Gaming is also starting to be seen as a place of online '
social connectedness' as people use gaming platforms to connect and engage with like-minded individuals. This also adds a new dimension to how social platforms can be used to appeal to consumers in a sensational way.
5. User-generated content overthrows professional content
Now, we've seen this one coming for a while now. With the booming
creator economy, average Joes have become
the social media content pros. Consumers are finding themselves drawn to how
genuine and relatable user-generated content is. This might explain why nano-influencers have been gaining so much
traction in the social sphere.
Therefore, 2023 may be the year to start investing in a few influencer partnerships to create authentic organic content that contemporary consumers will
love!
What social media trend do you think will surface in the upcoming year? Let us know in the comments section below.
*Image courtesy of Canva