The Most Important Developments in Social Media Marketing in 2023

Nowadays, it’s almost unthinkable for someone to not be on at least one social networking platform. And the sector is growing; by 2023, there will be over 4.6 billion social media users worldwide.

In the ever-changing world of social media, yesterday’s strategies may not even be effective today. Making the most of your social media marketing efforts requires being abreast of changes in user preferences, platform capabilities, and other areas of interest. To aid you in this endeavour, we have compiled a selection of 2023’s most prominent social media trends.

The (Continued) Ascent of Vertical Short-Form Video

Traditional video platforms like YouTube and Netflix cater to horizontal viewing.

However, roughly two-thirds of YouTube viewing time comes from mobile devices, showing that customers increasingly choose this method of accessing the video-sharing platform. The majority of mobile video consumption (83 percent on video sites and 92 percent across all sites) occurs in the portrait orientation, which makes sense given the nature of smartphones.
Simultaneously, marketers and consumers alike have shown a marked preference for shorter forms of video content. Short-form video is more popular since it is easier to make and takes less time to watch, leading 39% of video marketers to say that it has the highest return on investment (ROI) and 47% to agree that it is more likely to go viral.

We anticipate that in 2023, more and more businesses will combine these two tendencies by creating a sizable amount of short-form, vertical video content.

When it comes to corporate social media marketing, shorter videos tend to be more successful in advertising products and services. Wyzowl reports that the majority of customers (73%) would rather watch a short video than do any of the following:

Only 11% prefer to be informed by SMS.
The majority (97%), however, would rather read a book in hard copy.
Three percent prefer a demo or sales call, while three percent would rather attend a live presentation or webinar.

Reduced-Scale Groupings Use of User-Generated Content Creators

One of the most effective strategies for social media marketing has always been making use of user-created content (UGC). In the words of Tint:

72% of buyers put more stock in customer evaluations and testimonials than they do in statements made by the manufacturer.
Ninety-three percent of marketers say user-generated content (UGC) is more credible to consumers than branded material.
Sixty-four percent of customers say they are more inclined to share material related to a business or its goods if the brand they like and follow frequently provides UGC.
You might be wondering why user-generated content (UGC), which isn’t exactly cutting-edge, is even included in this piece.

The key is getting more companies to use user-generated content. User-generated content (UGC) is any piece of work made by a company’s customers or followers and published on the company’s social media channels without any editorial input from the firm. However, only a select few firms can count on a steady flow of UGC, thus typically the biggest winners have been the largest ones.

Brands and artists alike may benefit from this strategy.

Brands with limited social media resources may nonetheless purchase user-generated-looking yet highly engaging content.
Even if a creator doesn’t have a huge fan base, they can still earn rewarded for their work. They can keep their identities secret and not even display their faces in the content.

First-Party Data Will Be A Top Priority For Brands

The following is an almost irrefutable fact rather than a trend.

If you keep up with the latest marketing news, you know that Google is eliminating support for third-party cookies on the Chrome browser.

Marketers will be severely impacted by this shift. We are able to tailor our advertising to users based on their interests and previous purchases by using third-party cookies to track their movements as they navigate the web. A lot of the sponsored social media activity that companies rely on to increase sales and income will cease to be possible without them.

It’s worth noting that Google isn’t outlawing cookies in general, only the “third-party” form that uses cookie data inserted by an external source. This type of cookie might feel intrusive and isn’t always reliable.

Gathering consumer emails in return for a coupon code or unique material is one method of amassing first-party data. To avoid depending on third parties to track down your target audience online, one of the most cutting-edge social media strategies is to build your own community and communicate with them directly.

A Stronger Emphasis on Platform-Specific Material

No surprise here; we realise that the social media landscape is crowded. Sharing the same material on many social media networks, let alone creating new content for each platform, is a lot of effort unless you have a huge marketing team.

Naturally, most marketers are aware that various sorts of content perform better on various channels. Considering the different demographics of each platform’s user base, it’s unlikely that any given company will share the same content across LinkedIn, Instagram, and Twitter.

Where, though, is the harm in posting the same thing on two largely equivalent networks like Instagram and TikTok? Since the introduction of Instagram Reels, both have placed a premium on video content, and both are extremely visual platforms.

It’s Official: Extended Reality Has Gone Mainstream

Marketing campaigns on social media have long made use of AR and VR. Interactive lenses and filters have been used by brands in marketing for quite some time. However, as the price of developing AR and VR technologies drops, 2023 may see their introduction to the masses, making them accessible to more than just a select group of wealthy advertisers.

Good news for those who work in social media marketing: there is a growing body of research showing how integrating interactive aspects in social campaigns may boost their effectiveness.