Social Trends to Watch in 2023
2022 In Review: Pivotal Changes
Revolutionary shifts and changes in the social media landscape have transpired this year, from new platforms growing in popularity to an aggressive push for social commerce to further video dominance. We’re witnessing a demand for realness and tight-knit communities which is evident with the growth of creator-led programs and the emerging platform, BeReal, which has increased its daily active users to 10 million+. To keep up, classic platforms like TikTok and Instagram have introduced platform features that mimic BeReal’s two-camera functionality.
What Is Coming in 2023: Social Trends and How to Keep Up
Despite a variety of platform and feature updates, Facebook and Instagram are still two of the most used online social networks worldwide. Brands must strategically access their presence across the social media landscape for their current and future audiences in order to achieve longevity and capture the attention of Gen Z without alienating their current audiences. Connecting with Gen Z is key to future proofing your brand. They currently command $360 billion in disposable income and their spending power is only on the rise. How they consume social content is dictating how they shop. Nearly 40% of Gen Zers say TikTok videos are where they go to learn about new products and buy new products. Many of the social channel shifts we see are based on this generation’s preferences, and usage.
Top Trends to Watch
Social Entertainment > Social Networking According to TikTok, the most effective messages for brands are uplifting, funny and personalized, entertaining their audiences. Brands can build this entertainment value by using editing techniques like syncing sounds to transitions or adding text overlays - which are effective at keeping viewers' attention.
Mainstream use of NFTs Still in Contention In 2022, the demand for non-fungible tokens (NFTs) went mainstream with the increased popularity of the Metaverse. This was further boosted by Facebook’s rebranding as Meta. Many independent artists and digital creators welcomed this revolutionary form of compensation for their work.
IRL and Virtual Life Connections Gen Z social media users are excited about realizing their digital relationships. Nearly a third of Gen Z users look forward to in-person experiences—like creator conventions and meet and greets—with their favorite influencers.
Social Commerce Continues to Change the Purchase Journey The number of social commerce buyers in the US has increased by 25.2%, reaching over 80 million. And that number is forecast to exceed over 100 million in 2023. Shoppable ads, Instagram storefronts, and UGC are all driving discovery and conversions.
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