Brands must continuously adapt their social media marketing strategies to stay current with the ever-changing behaviors and preferences of their audiences. In the past year, there have been significant shifts in consumer trends, the introduction of new technology, and the rise of new social media platforms. As the pace of change in the social media landscape shows no signs of slowing down, marketers must be prepared for whatever comes next in 2023.
There are several social media trends that marketers can anticipate in the next year, taking into account factors such as consumer expectations, engagement with younger audiences, and key performance indicators for brand success. As we approach 2023, the following three trends are likely to have a significant impact on social media marketing.
New Platforms Begin To Win Market Share.
It’s important for social media marketers to stay current and try out new formats, platforms, and trends. The popularity of the Clubhouse app and the success of TikTok demonstrate the importance of experimentation in social media marketing. As younger generations increasingly engage online, brands may become more open to exploring emerging platforms. However, it’s important to keep in mind that not every experiment will be successful, but that’s the nature of testing new ideas.
Up-and-coming platform BeReal has the potential to be as successful as TikTok. At first, brands were hesitant to use the app. However, early adopters who took a chance on it were rewarded for their efforts. For example, Chipotle has used BeReal to provide exclusive promotions and discounts to its followers. It is likely that more brands will follow suit and utilize platforms like BeReal to connect with their Gen Z audience through authentic marketing strategies.
The Year of the Customer Influencer is upon us.
According to our data, influencer marketing has become increasingly important for marketing campaigns. Many companies, large and small, have partnered with influencers to increase brand awareness and boost online sales. While we have seen the influence of microinfluencers grow, what about the influence of even smaller influencers, known as micro microinfluencers?
Customers highly value authenticity and brands can tap into this by using word-of-mouth marketing strategies, such as sourcing user-generated content from social media, instead of spending money on materials. In 2023, we predict that more brands will adopt this approach to achieve their key performance indicators.
Brands that use user-generated content in their campaigns or on their websites have seen a 29% increase in web conversions compared to those that do not. Leveraging UGC can be a cost-effective and time-saving way for brands to showcase the experiences of their most loyal customers, which can help prospective buyers make informed purchasing decisions. Using UGC is a win-win for brands, as it not only saves resources but also puts the focus on their most dedicated customers.
TikTok Becomes Top Dawg.
TikTok is quickly becoming a significant platform for brand success, with more digital advertising opportunities and in-app consumer spending totaling over $2.5 billion. The platform, which is the world’s fastest-growing media app with almost 30 million daily active users worldwide, is not only valuable for generating brand awareness but also for contributing to a brand’s financial performance. Brands are starting to recognize the potential of TikTok and are exploring how it can be used for their own success.
A recent study by Triple Whale found that brands that invested in TikTok advertising saw a 231% increase in spending on the platform in Q2 2022 compared to the same period in the previous year. Additionally, the study found that direct-to-consumer brands using TikTok generated between $1 million and $5 million in revenue. These results show the promising potential of TikTok advertising for brands.
In the coming year, we expect to see more brands and industries allocate a larger portion of their digital advertising budget towards TikTok, which will stimulate further innovation on the platform and create more marketing opportunities within the digital advertising industry.
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