Social Media Marketing Trends 2023

It’s clear that social media marketing will continue to play an integral role in building brand awareness, trust and trial. As part of our holistic storytelling offering, social media marketing complements traditional PR and marketing, reaching different audiences and amplifying key messages.

As we begin 2023, these are a few of the top trends we are tracking and executing against:

More Short-Form Videos

In recent years, short-form videos have skyrocketed in popularity as a great way to engage audiences and promote brands. This trend is driven by the increasing popularity of platforms like TikTok, which have made it easier than ever for businesses to create and share short, attention-grabbing videos.

Short-form videos have become popular in part because of how easy they are to consume. In today’s fast-paced digital world, people have shorter attention spans than ever before and are often looking for quick, snackable content that they can consume on the go. Due to their short and entertaining nature, TikToks, Reels, Youtube Shorts, and other short-form videos make an effective medium for conveying information and storytelling, resulting in a powerful way to engage and connect with audiences.

In a recent campaign with Orangetheory Fitness, Rosie Tran (@kaleintheclouds) posted the following Reel to her Instagram, documenting her visit and experience at a local Orangetheory Fitness studio in Maple Valley, WA.

Video content like this is just one example of engaging and authentic short-form videos that brands can use to bolster awareness and support storytelling..

UGC

Another trend we expect to see more of in 2023 is user-generated content (UGC). UGC refers to content that is created and shared by users, rather than brands themselves. This can include a variety of content like photos, videos, reviews and more that are created by customers or fans of a particular brand.

One reason that UGC is so effective is that it is often seen as more authentic and achievable than content that is created by brands. In a world where consumers are becoming more skeptical of traditional advertising, UGC is often a more effective way for brands to build trust and credibility with their audiences.

We often utilize UGC for our client Town & Country Markets, by pulling content from brands you’ll find inside the market as well as from influencers and customers.

For example, this post incorporates UGC courtesy of @lapastaseattle.

The following post also incorporates UGC from influencer @kneadinghome.

See another UGC example from influencer @aubreyandjoe.

Not only is UGC inherently more authentic, but it also saves brands time and energy from having to create the content themselves. It’s a great way to build new relationships and find everyday people who want to be a champion for your brand!

Keeping Social Media Social

It’s time to get back to being social on social media! Consumers’ desire for brand transparency and authenticity is equally important when it comes to engagement. Apprehension toward brand engagement is growing as more consumers see through automated and scripted messages.

Follow other accounts similar to your brand or that your brand is interested in and engage by providing comments or re-sharing their content. Genuine engagement goes a long way! Avoid random commenting as it can appear spammy, sloppy, and even embarrassing.

For platforms like Instagram that enable DMs or similar private-messaging avenues, be sure to respond in a timely manner when individuals reach out with comments, concerns and even praise! When a consumer feels seen and heard by a brand, they are much more likely to re-engage and become loyal customers and advocates for your brand!