In the ever-evolving world of social media, staying updated with the latest trends is not just beneficial—it’s essential. The platforms, their algorithms, and user behaviours continuously change, demanding businesses to pivot and adapt. As we stride further into 2023, let’s delve into six significant social media trends that brands should be aware of.
1. Algorithm Updates: Adapt or Get Left Behind
Social media giants, notably Facebook, Instagram, and Twitter, frequently tinker with their algorithms. Why does this matter? These algorithms determine which posts users see, in what order, and how often.
Recent updates prioritise content that spurs genuine engagement. Instead of sheer likes, platforms now value comments, shares, and meaningful interactions. For brands, this translates to crafting content that resonates personally with the audience, encouraging active participation rather than passive scrolling.
Takeaway: Quality over quantity. Focus on creating impactful content that encourages discussions and shares.
2. Emerging Platforms: More Than Just the Big Players
While Facebook, Instagram, and Twitter dominate the scene, new platforms continuously emerge. TikTok, with its short video format, and Clubhouse, with its audio-only rooms, have gained ground rapidly.
These platforms offer novel ways to engage audiences. For instance, TikTok thrives on challenges, catchy music, and engaging visuals. Clubhouse, on the other hand, fosters real-time conversations and can position brands as thought leaders in discussions.
Takeaway: Expand your presence. Experiment with newer platforms to tap into different demographics and engagement styles.
3. Video Content: The Uncontested Champion
If a picture is worth a thousand words, a video might just be priceless. Platforms like Instagram and Facebook have expanded their video features with Reels, IGTV, and more. Why? Because users love videos!
Brands should leverage video content, both long-form and short-form. Whether it’s a behind-the-scenes clip, a tutorial, or a creative brand story, videos engage audiences more effectively and tend to have higher retention rates.
Takeaway: Integrate video into your content strategy. It’s versatile, engaging, and widely favoured by algorithms.
4. Ephemeral Content: Here Today, Gone Tomorrow
Stories, first popularised by Snapchat, have been adopted by Instagram, Facebook, and even LinkedIn. These fleeting pieces of content, visible for just 24 hours, are consumed more voraciously by users due to their temporary nature.
For brands, stories offer a chance to showcase real-time events, flash sales, or just snippets of daily business life. They’re less polished, more authentic, and offer a ‘peek behind the curtain.’
Takeaway: Use stories to foster a genuine connection. Their brief nature can drive urgency and FOMO (Fear of Missing Out).
5. Influencer Collaborations: The Human Touch in Marketing
Influencer marketing isn’t new, but it’s continuously evolving. Instead of just mega-celebrities, brands now collaborate with micro and macro influencers. These influencers, though having fewer followers, boast a more engaged and niche audience.
Collaborations can range from product reviews to giveaways, or even long-term partnerships. The key is authenticity. Users trust influencers they follow, and a genuine endorsement can translate to better brand credibility and sales.
Takeaway: Find influencers that align with your brand values. It’s not about the size of the audience but the quality of engagement.
6. Social Commerce: Seamless Shopping Experiences
Scroll. Like. Buy. Repeat. Platforms like Instagram and Pinterest are blurring the lines between social media and e-commerce. With integrated shopping features, users can now purchase products without leaving the app.
For businesses, this means optimising product listings, using engaging visuals and offering exclusive deals on these platforms. It’s a more organic way to convert a user’s interest directly into a sale.
Takeaway: Make the shopping process as seamless as possible. Integrate shopping features and ensure a smooth user experience.
Navigating the social media landscape can seem daunting, especially with its dynamic nature. However, understanding and adapting to these trends can offer brands a competitive edge.
Remember, at the heart of every trend is the user. Whether it’s algorithm changes or new platforms, the end goal is to enhance the user’s experience. Brands that prioritise their audience, foster genuine connections, and offer value will not just ride these trends but might just set a few of their own.