2022 saw many changes in social trends and CX. From TikTok taking over, to the Metaverse finally taking off. Social media marketing already looks very different to what it did just a few short years ago. 2023 looks set to have a lot more in store.
Ready to future-proof your social media marketing strategy? Take a stats-based look at emerging social media marketing trends that are likely to shape CX in 2023.
Authenticity and trust – main focuses of social media marketing
Over the past few years, “authenticity” has been one of the hottest buzzwords in social media. Consumers have grown to expect a level of honesty and sincerity from the brands they love. Not only that – they now see it as a non-negotiable prerequisite.
88% of consumers claim that authenticity is a key criteria for what makes them choose a brand to support. What’s more, that number is only expected to increase over time. In fact, consumers have become progressively vocal about their disapproval of brands who fail to meet authenticity demands. They, instead, are flocking to those who do.
Facebook is an excellent example of a brand that failed to be authentic and broke the trust of millions of its users. After the Cambridge Analytica scandal broke out, a huge number of people reframed their
relationship with the social media giant. Many took to other platforms to express their dissatisfaction with the brand’s breach of privacy.
Sports apparel brand North Face was also subject to public backlash. They manipulated Wikipedia as part of one of their marketing campaigns. Their apology was met with scorn online. Twitter users slammed the brand for their duplicitous, inauthentic actions.
In contrast, categorically authentic apps like BeReal have quickly become quintessential Gen Z consumer goals. By October 2022, the impromptu live photo-sharing app boasts more than 53 million downloads. This is a significant number for such a new social media platform.
So, consumers are craving more authenticity from the brands they follow. What does that mean for those using social media as their primary tool for consumer engagement? Through this, they can:
- Focus on real life stories
- Practice B2C transparency
- Share social proof
Allow authenticity to drive your social media marketing campaigns. In turn, your brand will develop deeper, longer-lasting relationships with an audience. This results in greater trust, more engagement, increased online traffic, and, of course, larger profits.
Podcasts will grow as a marketing platform
When podcasts first hit mainstream media, they were almost exclusively reserved for Joe Rogan, historical facts, and true crime tales. But now, the highly popular platform is being recognised for its untapped marketing potential.
In the UK alone, more than 19.1 million Britons listen to podcasts regularly. They’re convenient, accessible, and a fun way to consume media while multitasking. But podcasts are about much more than just listening to people talk. They’re about engaging with a broader community. Brands that initiate podcasts focusing on relevant content can expand their audience reach. It can deepen their relationship with consumers around the world.
There are plenty of free and affordable podcast platforms available online. This only makes it easy for brands of any scale or budget to use them. Sneak in some product mentions and paid ads, and you’ve got a whole new revenue stream.
Twitter – the platform to address customer complaints
According to a 2022 survey, 42% of people would rather clean a toilet than dial customer support. Calling customer support is clearly something consumers struggle with. This opens up the floor for faster, more direct commentary platforms to step in and take charge. One of them is Twitter.
We mostly know Twitter for its high level of activity amongst political and news-oriented users. However, consumers are searching for more efficient ways to communicate directly with the brands they support. In this, platforms like Twitter are pulling through.
Due to the speed and accessibility of Twitter, it is projected that a rise in consumer-to-brand complaints will be addressed there. This is as opposed to traditional customer support lines.
Social media shopping will skyrocket
We already know that social media shopping is popular. Yet, few brands and businesses are prepared for how much this faction of consumer behaviour will continue to grow. Sandie Hawkins (TikTok’s GM) has described social media shopping as “word of mouth on steroids”. This is a very apt way to describe it.
According to Accenture, the social commerce growth potential will have tripled by 2025. That’s an estimated $1.2 trillion in revenue up for grabs. People enjoy browsing and shopping on social media because they get an accessible, yet in-depth, perspective on different brands. This allows them to make more informed purchase decisions quickly and conveniently.
Short-form video content will rack up engagement numbers
Consumer attention spans are waning over time. You only need to look at Instagram’s Reels and YouTube’s Shorts to see that short-form video content is driving consumer engagement.
Short-form video content is recorded as having the highest ROI of any visual social media marketing strategy in 2022. Projections for the future show that this trend is not likely to slow down anytime soon. In fact, it’s far more likely to speed up.
This means that brands who start integrating this content into their marketing strategies for upcoming years will not only see higher engagement figures – but they will earn more revenue, too.
AR will become a commonly integrated feature
The world of Augmented Reality (AR) is still in its toddler phase of development. However, the momentum it’s expected to gain in the future should be something every ambitious brand is paying attention to.
By the end of 2021, a staggering 48% of consumers were already using AR features on social media. This was mostly in the form of filters. By 2023, the AR market is anticipated to generate between $70 and $75 billion in revenue every year. Brands that hop onto this trend now will be cashing in for years to come.
The bottom line
While many social media trends are fickle, others are not. By carefully tracking the statistics behind consumer behaviour year by year, brands can stay ahead of the game. They can develop marketing strategies that best suit their future revenue and consumer engagement targets.
Across 2023, we can expect to see an increased demand for authenticity, social media commerce, short-form video content, and AR features. Put some work into your Twitter customer support account. Dip your toes in the podcast market. And of course, be ready for anything!