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Social Media Trends 2023




After a decade, businesses have finally started to see the measurable impact of social media marketing, meaning that social media managers are seeing a bigger slice of the market budget than ever before. This is the year that businesses begin to take social media seriously, understanding trends early, rather than waiting until it's too late to jump on the next big thing.


Social Search


Platforms such as TikTok and Instagram have started to perfect social media SEO capabilities meaning that consumers are actually searching for ways to spend their time and money via social media over Google. More people search for ASMR on Google than 'chocolate'.


Tip: Think about keywords and searchable content when posting to social media.


Speaking of ASMR...


If you still don't know what ASMR actually is, it's time for that to change because your audience is spending hours searching for it online. ASMR stands for 'autonomous sensory meridian response'; think that gorgeous tingling sensation up and down the back of your neck when you hear or see something that sounds nice.


Tip: Keep it relevant. The crackling of oil when you're cooking, your cat purring, or the sounds of skincare being squeezed out of a tube.


Small Businesses partner with Content Creators


Big businesses making massive cuts have created a gap for SMEs to partner with content creators, after all, content is the most important part of content marketing. In 2022 Instagram released a 'collaboration tag' feature, allowing one post to show up on two feeds. This means that cosying up with content creators not only results in a fresh take on content but on increased exposure too.


Remember: Content is way more important than size here. Focus on creators with a relevant niche, rather than purely worrying about follower numbers.


It's time for TikTok


Older generations think that TikTok is just for GenZ, but the ages on TikTok are far more evenly spread than you'd assume:

  • Ages 10-19 make up 25% of users

  • Ages 20-29 make up 22.4% of users

  • Ages 30-39 make up 21.7% of users

  • Ages 40-49 make up 20.3% of users

  • Ages 50+ are 11% of users

Let's not forget that, whilst Instagram has very much steadied its growth, TikTok is seen as far more global and still very much on the rise, especially in the UK. If you miss this next phase, you will regret it later.


Tip: Start by posting reel content to TikTok too, and add a bit of extra 'behind the scenes' style content too. You do not have to be nearly as curated on TikTok - often those more 'rough and ready' posts will perform best.


Thoughtful Conversations


Facing economic and financial uncertainty, people have a delicate disposition. Companies are creating more thoughtful content that takes into account the long-term impact of their short-term actions.


Idea: Focus on value and be considerate that followers cannot make flippant purchase decisions right now. They need to understand the value for money in each purchase decision.


Environmental Action


Consumers no longer want to hear buzzwords like 'sustainability' and 'ESG', they want to see meaningful, actionable change when it comes to companies caring about their footprint on our planet.


Idea: Start thinking about Plastic-free July now. To avoid being seen as 'jumping on the bandwagon', start to make changes early so you can talk about what you have been doing, and what you plan to do, to reduce your impact.


Customer Service


We mention this every year, and it gets more true each time. The reason Instagram converts sales more than its competitors is because of its direct message feature. 1-to-1 conversations via direct message are a blessing, not a chore. Be there for them on social, and let them get to know your brand personality.

Tip: People expect a quick response, so set an 'away message' so that they know you are not ignoring them.


Looking for ideas to integrate these trends into your social media marketing? Get in touch, we can help you on a one-off or ongoing basis.

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