Patrick Biddiscombe breaks down five social media trends for 2023: people increasingly search on social platforms instead of Google, short-form video dominates for engagement, and Instagram delivers the highest ROI. About 40% of young people use TikTok or Instagram for local search, while 80% of marketers expect in-app purchases to rise.
Questions this video answers
Over 1,000 social media marketers.
February 15, 2023.
24%.
About 40% (described as 'almost 40%').
Around 80%.
Chapters
These are the top five social media marketing trends of 2023 and how your business can take advantage of them. They'll help you grow your business, improve your discoverability, generate sales, and get the highest ROI. We surveyed over 1,000 social media marketers from around the world on which platforms and tools work best for them. These are some of the trends we saw. Number one Search Engines lost Steam as consumers turn to social search. So what does this mean? Well, not too long ago, in a world before social search, whenever a consumer wanted to look up a product, service or brand, they turned to a search engine to find it. But with the continued rise of social media, consumers are starting to replace this search bar with this one. 24% of consumers 18 to 54 are already searching for brands on social media platforms more often than through a search engine. This number gets higher for Gen Z. In our studies, something like almost 40% of young people when they're looking for a place for lunch, they don't go to Google Maps or search, they go to TikTok or Instagram. To capitalize on this trend and get more views for your business, you need to optimize your profile for search. According to our data, some of the best strategies are to add relevant keywords and hashtags in your post and bio. Make sure your username is easy to search for and and that your username is consistent across all accounts. By having a consistent username, consumers will be more likely to find you quickly and easily across different platforms. Don't make it complicated. If you can't think of a clever username, just go with the name of your business. If you can't use your business name, use a variation. For example, leaden's Twitter handle is leadenapp. Next up number two social media is the future of e commerce. Around 80% of social media marketers say consumers will buy products directly within social apps more often than on brands websites, making this the perfect time for you to start making your products and services available for purchase via social media. Instagram and Facebook are the most popular social selling platforms among marketers. They offer the highest ROI and they tout the most developed social shopping tools for selling products. Instagram shops and Live Shopping top the list of most used features by social media marketers. Speaking of which, an excellent way you can take advantage of this e commerce trend is to think about investing in live shopping.
While it is being dubbed Gen Z's home shopping Network and the future of e commerce, live streaming on TikTok is a growing trend in the U.S. live.
Shopping allows brands to display and sell their products in real time through streaming events. It can create a direct relationship between brands and and customers, leading to an increase in buying habits. But with just 41% of social media users saying they feel comfortable making purchases on social media platforms, it's a trend you won't be able to take advantage of unless you've built trust with your customers outside of great user product reviews. Look, if the idea of live shopping is a bit intimidating because you don't know if you could find someone to create that type of content, hold that type of attention, or generate that type of trust from your audience, this next trend is definitely for you. Influencer Marketers Ditch Celebrities for micro influencers in 2022, influencer marketing became a must have addition to social media marketing strategies everywhere. For those that don't know, influencer marketing involves brands collaborating with online influencers to market products or services. The goal can be to generate brand awareness, views, leads or sales, just to name a few. Up until this point, it's been widely believed that in order for an influencer marketing campaign to reach those goals, you'd need a celebrity with millions of followers. The more followers someone has, the bigger bang for your buck it'll mean for your campaign, right? Wrong. Just because someone has a ton of followers doesn't mean they'll generate the engagement you need to for your campaign to be considered a success. Luckily, the age of the micro influencer is now. These are content creators with followings between 10k and 100k. If you're looking for a possible long term partner with an engaged audience, influencers who don't have major celebrity status can offer amazing value. These smaller online personalities often boast highly devoted and engaged followings while also offering affordable prices. Don't shrug your shoulders on this. You need to know that 31% of social media users prefer to discover new products on social media through an influencer they follow over any other social format or channel. These creators are the definition of influence and are slowly becoming a preferred product discovery channel. If you want to check out how and where to find a micro influencer then that you can use for your business, check out my video on how to use micro influencers for your small business at a low cost. As someone who spends a bit of time creating short form content, our fourth trend is my personal favorite. Short form video is the highest ROI format and will see the most growth of any trend in 2023. Short form video is any video content between 30 and 60 seconds. Of all the video formats, short form has the highest ROI and and is also number one for lead generation and engagement. It's also the preferred format of Gen Z and Millennials. To learn about new products, 33% of social media marketers plan to invest more in IT than any other format, 42% who don't use shortform yet plan on trying it for the first time in 2023 and 58% of marketers already using it plan to increase their investment. A great tactic you can use to start generating your own short form video content is to repurpose some of your already existing long form video content. Take a video that you've already created and look for the most engaging parts of it. If you have a video posted on YouTube, for example, scroll through the timeline to see what the highest viewed sections were. Then create a short highlighting the section you already know resonates with viewers. Lastly, Instagram is the highest ROI platform and will see the most growth of any social app in 2023. According to our data for 2023, Instagram is poised to be the all around best social media marketing platform in the game among marketers. Outside of generating the highest roi, it offers the highest quality leads, ranked number one on best search capabilities, and it touts the biggest ROI specifically for the influencer marketing strategy I was touching on earlier. The hack on this one is pretty simple if you're not already. You can take advantage of this trend by thinking about investing in Instagram for your social media marketing efforts right now. Simple and clean. While there are definitely other great platforms available that may even have a bit more buzz, Instagram is what marketers say gave them the most bang for their buck. Comment below. With what trends you see coming and your tactic for taking advantage of them, don't forget to download our free offer and subscribe for more marketing insights until next time I can find this client info.
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