2023 Social Media Marketing Trends
2023 Social Media Marketing Trends: Accelerating Growth in North America
Heading into the third quarter of 2023, OSMO Media is here to speed up your understanding of this year's social media trends in North America. We'll summarize the creative directions for different platforms in 2023. Unlike in 2022, where many brands and content creators relied on trending topics for growth, this year, social media platforms are encouraging users to focus on original content, especially original audio and video content. From longer vlogs to simple niche discussions, video content creation embraces a more natural and casual storytelling style. Even video editing is now more focused on storytelling, as users want their brands or favorite creators to stand out as trendsetters amidst a sea of imitators. Today, we're sharing the five major social media marketing trends for 2023. So, save this post and read it carefully later.
Trend 1
The Rise of UGC Creators User-generated content (UGC) is viral among brands. A study in 2021 revealed that 80% of consumers consider UGC influential in their purchasing decisions, as they trust content shared by fellow users. However, only some brands can access a vast UGC library or an internal team to create organic-looking photos. Therefore, in 2023, UGC creators will play a more significant role in brand promotion. Brands can engage external UGC content creators to produce inspiring social media content. In 2023, UGC creators will fill the market gap and attract more "micro-influencers" on social media platforms.
OSMO Tips:
Make the most of your brand's user-generated content (UGC) and keep an eye on the UGC content trends.
Choose UGC creators whose style and values align with your brand, providing users with authentic UGC.
Trend 2
Keyword Search and SEO Take Center Stage
Google search has taken a backseat for the new social media users, as nearly half of Generation Z users now rely on TikTok and Instagram for interests and topic searches. This shift means using keywords to optimize social media content will be crucial for reaching potential users and gaining visibility in 2023.
This change in online behavior reflects the younger generation's desire for more exploratory and organic brand experiences, including well-planned perspectives and genuine personal experiences (e.g., storytelling on TikTok and authentic discussions on Reddit). Additionally, more users are leveraging social media platforms for local searches. Instagram, Snapchat, YouTube, and other platforms' map features are helping users discover local content and discussions.
OSMO Tips:
Incorporate relevant brand and topic keywords into your social media content, such as hashtags and descriptions.
Focus on producing high-quality images; visual appeal is vital in capturing user interest.
Trend 3
AI Goes Mainstream
With the global buzz and popularity of ChatGPT and other AI advancements, artificial intelligence (AI) is now ubiquitous and more user-friendly than ever. For instance, TikTok's Effects, which are based on AI, allow users to be more creative in their content creation. Users can now create entire video backgrounds simply by inputting text. AI-driven tools like Chat GPT and Jasper.ai are increasingly embraced by brands and creators, who use this technology to draft outlines or generate ideas for their content. While AI cannot replace content creators' originality, creativity, or leadership, we will likely see more AI applications in social media marketing in the coming years.
OSMO Tips:
Use AI to assist content creators and gain a better understanding of your brand's target audience.
AI tools can also help brands test and promptly adjust their social media ad campaigns.
Trend 4
The Rise of Exclusive Content Social Media trends in 2023 indicate that people are becoming more interested in paid content. This is due to "suggested content" fatigue on social media platforms and creators' and brands' desire to establish deeper connections with their most loyal users, independent of the ever-changing social media landscape. Creators aim to monetize their content by offering "exclusive content" to their most loyal fans. This content may be accessed through Instagram's subscription feature or published on Substack.
For instance, Instagram has enabled creators to create subscription groups since the end of last year, where creators or brands can offer exclusive live streams or chat groups to subscribers, enhancing user engagement.
OSMO Tips:
Plan social media content from the user's perspective, offering valuable content that makes users look forward to interacting with your brand or creator.
Differentiate exclusive content from regular social media content, highlighting its unique value.
When planning social media content, it is crucial to consider the user's perspective. This means creating valuable content that will entice users to engage with your brand or creator. By understanding your audience's needs and interests, you can deliver content that they genuinely look forward to interacting with.
Another important aspect to consider is differentiating exclusive content from regular social media content. Exclusive content holds a special value for your users and sets your brand apart. Highlight the unique value of this content, making it clear why it is worth their attention and engagement.
By implementing these tips, you can ensure that your social media strategy is user-centric and delivers valuable content that builds anticipation and engagement with your brand or creator.
Trend 5
Platform innovations are emerging as traffic on mainstream social media platforms surges and saturates. Different platforms are launching content formats to align with current trends in order to attract and retain users.
For Pinterest, a platform focused on collage images and visual inspiration, Shuffles was developed in 2022 to encourage users to be more creative. Shuffles, a spin-off app from Pinterest, allows users to create and share content. Pinterest's company leaders hope that Shuffles will be a community platform that better engages users with content and helps them realize their life inspirations.
In the short video realm, YouTube introduced YouTube Shorts. According to Adweek, YouTube Shorts generates an average of 3 billion daily views. YouTube Shorts attracts creators, enabling them to drive more viewers to their regular long-form video content and increase their subscriber base.
Moreover, creators and brands are building new social media platforms tailored to their brand audiences. For example, LinkedIn is making a comeback in 2023, surpassing Facebook's long-standing history. On LinkedIn, brands and creators focus more on professionalism, establishing expert images with personalized touches. They delve deeper into specific fields and deliver valuable content to target audiences.
OSMO Tips
Keep a close eye on the updates and features of different platforms, as they reflect each platform's strategies for user growth and engagement.
Whether you're a brand or a creator, provide users with inspiring and experiential content that enriches their desired lifestyles.
In reality, no matter the social media platform, user needs and experiences are continuously evolving. A new trend may induce a sudden sense of FOMO (fear of missing out) and uncertainty about where to start. However, this ongoing evolution allows brands and content creators to experiment and discover the most effective platforms and strategies for their target consumers. Therefore, to succeed on social media, one needs patience and a continuous spirit of exploration. Don't be afraid to try new things or fear failure. Only through constant experimentation and learning can you achieve success and new opportunities on social media, with OSMO as your capable assistant in exploring this vast world of social media.
