Social media is constantly changing. How we use it and the features available are continuously evolving. Every year social media platforms roll out new features, update layouts, and reshape how we use their platforms. Businesses benefit greatly from the digital age with the opportunity to connect and market their brands to global consumers right at their fingertips. However, to make the most of social media and utilize all its features, it’s important to keep up with the latest social media trends.
Today we’ve compiled a breakdown of popular social media trends and features by platform that you can use to better market your brand and small business in 2023.
Facebook is a huge platform for brands and small businesses with tons of opportunities for customer engagement, brand promotion, and advertising. Four top Facebook trends brands and businesses should be sure to utilize and incorporate into their marketing strategies are: User-generated Content, Longform Posts, Facebook Stories, and Facebook Groups.
User-generated Content (UGC) is content created by customers that (with permission) you may re-share on your own feed. This type of content is fun for your audience to see their videos, photos, reviews and comments shared by the brands they love. By incorporating UGC into your marketing you’re showing your customers that you value their brand-loyalty and engagement and it creates a greater bond between brand and consumer while bolstering the community. Additionally, UGC is authentic content that is mutually beneficial for both the user and the brand.
Longform Posts are usually used to promote long ad copies. Typically accompanied by a visual such as an image, banner, or video, longform posts have been shown to perform well. According to research conducted on this topic, long ad copies tend to see “a lower cost per action (CPA)” and provide audiences with more information before they click, leading to a higher chance of engagement.
To utilize longform posts in your branding use some eye-catching emojis as bullet-points, include a visual and testimonials, and use the longform format to give your audience the full scope of your offerings.
Facebook Stories are a great way to share quick, short-form content and share videos, images, or links to other content. With Facebook Stories you can easily cross-post your stories to Instagram as well and vice-versa. Facebook Stories also has tools to create unique, eye-catching designs and visual content. To utilize stories in your branding, upload videos, photos, boomerangs and more to create story-specific content for your brand’s Facebook marketing.
Facebook Groups are a great way to build your brand’s community and promote engagement. Groups can be invite-only or available for anyone to join and use. Brands and small businesses can use Facebook Groups to share tips and tricks for using products or services, generate brand awareness and become a thought leader in your industry, and build a community of loyal customers and followers.
Like Facebook, Instagram is another top social media platform for brands and small businesses. However, unlike Facebook, where text posts and longform content is more prevalent, Instagram is largely dominated by visual media and short-form content. More focused is placed on eye-catching photos and enticing short videos. Instagram trends to take advantage of in 2023 are Story Links, Social Justice, and Reels.
Story Links are a big feature for small businesses. In the past, swipe-up story links were only available to accounts with 10,000 followers or more. However, Instagram lifted this restriction last year, now allowing anyone to include links to content in Instagram Stories. This gives smaller brands the opportunity to direct traffic to other sites and platforms, increasing engagement and sales!
To utilize Story Links, just tap on the “add sticker” icon in create mode and select the “link” sticker. You’ll then be prompted to add the redirecting URL and have the option to customize the sticker text.
Social Justice has been a hot-topic on social media right in recent years. In 2023, the interest in activism, especially with Gen Z users is high, and social justice advocates are some of the most active users on Instagram. If your brand is connected or aligned with a social cause, charity, or non-profit, this is the perfect time to use your social media presence on Instagram to promote those causes.
Instagram Reels, Stories, and IGTV continue to be key advertising tools. The past few years have seen a rise in short form content across all social media platforms and on Instagram it’s no different. Businesses can use short form video content to promote their businesses in fun, catchy ways. Younger consumers will be more likely to engage with these short form videos than long form content. If your business’ target audience is on the younger side, utilizing these Instagram features will definitely help you reach them.
Over the past few years, TikTok has skyrocketed as a social media platform most popular with the Gen Z crowd. Currently it is one of the most downloaded apps in the world, and is the number one short form video platform. The app focuses on creating fun, entertaining short form content, often centered around popular songs or soundbites. Businesses looking to branch out and reach younger audiences should consider including TikTok into their marketing strategy.
Small businesses that art crafty or feature handmade products could advertise with a short video speed-running through the creation of their product. Other brands and businesses can also hop on the latest trending song, dance, or soundbite, incorporating their product into the video.
Other Useful Tips
Live Streaming – People enjoy engaging in live interactions, especially since the pandemic livestreaming has become a way for people to connect and socialize. Use your livestreams as an opportunity to build your community. Be consistent with your streams. Go live on social media at the same times each week or whenever you schedule your streams and be sure to include engaging calls to action for your audiences.
Free Giveaways – People love free stuff! And most will usually exchange contact information for a freebie such as their email. Building up your mailing list is important for any brand or small business, so consider offering something for free on social media to build up that list and potentially obtain some new customers too.
Popular Video Platforms to utilize – Visual media is becoming increasingly important in our lives since the pandemic. As we mentioned, livestreams have become more popular in the past few years, but stories and other short-form video content are also on the rise as social media trends in 2023. Be sure to incorporate some of these video platforms in your branding and marketing strategies this year.
- Twitter Fleets
- Facebook Stories
- YouTube Shorts
Be sure to keep these social media trends in mind as you plan your marketing and branding strategies in 2023!
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