Global social media trends in 2023
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In the past year, social media has undergone a lot of changes, from stricter privacy and data protection regulations to the rise of false information, platform changes and the emergence of decentralized social networks. Users are also moving away from traditional social media platforms, and companies are also seeing a decline in advertising and social media marketing revenue. Despite many problems, social media remains the preferred platform for people to obtain information, learn, interact with others, and shop. Recently, HubSpot and Brandwatch surveyed 1,283 social media marketers and more than 600 consumers around the world to understand the social media trends they see in 2023. Tencent Media Research Institute excerpted the report and hopes to provide reference for industry insiders. Social search is becoming more popular than search engines One of the most surprising findings in the report is that over the past year, TikTok has surpassed Google as the primary source of information for millennials. Now, 87% of social media marketers believe that consumers will search for brands more frequently through social media than through search engines, and this proportion will increase further in 2023. Data shows that almost a quarter (24%) of consumers aged 18-54 already search for brands through social media first. Among millennials, this proportion rises to 36%. Additionally, 89% of social media marketers say social search is very important to their overall social strategy. Percentage of consumers searching for brands through social media rather than search engines Social media marketers rate Instagram, Facebook, and YouTube as the platforms with the best search capabilities. As social platforms and algorithms continue to change, it’s important to consider building a strategy that optimizes for search. A good starting point is to choose relevant keywords, improve accessibility, and utilize hashtags in your field. Social media is the future of e-commerce Social media apps are evolving into e-commerce platforms, where users can purchase products directly within the app. Image and video social media apps, such as Instagram, Pinterest, and TikTok, are well suited for e-commerce marketing—they showcase physical products, support brand and influencer partnerships, and inspire user-generated content (UGC). Most social platforms now have e-commerce capabilities built into them. It turns out that shoppers love the convenience of shopping directly while they browse social media - about 80% of social media marketers say that consumers prefer to buy products directly within social apps rather than on brand websites or shopping platform third-party websites. Brands are starting to realize this, too. Currently, 47% of social media marketers say their brands sell products directly within social media apps. 80% of social media marketers say that consumers prefer to buy products directly within social apps rather than on brand websites or through third-party agents. If brands aren’t leveraging social commerce, they’re missing out on a massive audience that spans generations. Shoppers aged 18-44 prefer to use social media to discover new products, with 35% of millennials saying they primarily use social media to follow up on brands and products. Among marketers, Instagram and Facebook are by far the most popular social selling platforms. Not only do they offer the highest return on investment (ROI), but they also have the most developed shopping tools for selling products within social media apps. ROI of each social media platform when selling products directly in the app (Top 5) Short videos are driving business benefits And will continue to grow in 2023 Instagram Reels, TikTok, and YouTube Shorts are the most used short-form video content platforms and generate the highest ROI. Brand marketers are doubling down on short-form video and plan to invest more in TikTok, Instagram, and YouTube in 2023. Of the most popular content formats, one-third of marketers plan to invest the most in short-form videos. Why? Because these videos are highly effective for increasing brand awareness and engaging with social audiences. But creating videos that “break out,” or resonate strongly with your target audience, is both an art and a science. Millennial and Gen Z consumers prefer to learn about new products and services through short, dynamic videos. Top 7 content formats social media marketers plan to invest in by 2023 To save money through 2023, marketers can tap into a big trend in short-form video: low-budget, casual videos. You don’t need a full, expensive studio to produce content. A smartphone, a little humor, and a call to action might be enough to create the perfect video. Interesting, trendy and relatable content will stand out When people browse social media, what content catches their attention? According to the survey, content that easily resonates is associated with the greatest return on investment (ROI). However, the gap between it and other high ROI content forms is not large. Survey data shows that content that easily resonates (16%) tops the list, slightly ahead of popular content (cultural moments, news stories: 15%), educational/informative content (14%) and interactive content (polls, games, augmented reality, etc.: 13%). ROI of different content formats on social media (top 6) Based on the survey results, relatable content is the best choice for content creators and marketers seeking the best return on their social media investment. Relatable content shows your target audience that they are not alone in their struggles, challenges, and successes. Relatability is an important part of community building. When someone feels that they can identify with your posts, they are more likely to follow and engage with you in the future. In addition, the study found that humorous information is most attractive to consumers. The data shows that nearly two-thirds of social media marketers (66%) believe that interesting content is effective on social media. Most people also said that resonant (63%), popular (59%), real/behind-the-scenes (59%) and interactive (56%) content is effective. The Most Effective Types of Content on Social Media (Top 5) Instagram is the platform with the highest ROI More than half (51%) of marketers using Instagram for branding plan to increase their investment in 2023, according to the survey. Despite TikTok’s popularity among Gen Z, marketers overall believe Instagram has the greatest growth potential in 2023. Instagram has been shown to have the best ROI, engagement, and quality lead generation (tied with Facebook). Marketers also believe Instagram’s algorithm is the most accurate and that it’s the best place to grow a brand’s audience. The social platforms that offer brands the greatest potential to grow their audience in 2023 Artificial intelligence has become popular Changing the way we create Artificial intelligence (AI) has been a hot topic for many years, and in 2022, AI has become even more common. For example, ChatGPT, Dall-E, and Canva's Magic Write are becoming more and more popular. ChatGPT reached 100 million users just two months after its launch, becoming the fastest growing app of all time. Proficiency in AI tools has become a job requirement, with the share of AI jobs having grown by nearly 50% since 2018. Brandwatch’s consumer research found that the most popular recent discussions on social media about AI and marketing are about AI-powered image generators like Stable Diffusion and Dall-E 2, and AI-powered content generation tools like ChatGPT. People are also eager for more free AI-powered apps and to learn which commands get the best answers from AI tools. Here’s how you can incorporate AI tools into your social media marketing strategy: 1. Discussions about AI, marketing, and social media are increasing With AI technology being introduced in seemingly every field around the world, AI tools can also be used to generate images. In late 2022 and early 2023, many AI image generators launched free versions on the market, and as a result, there was a huge increase in the number of online mentions about AI and images on social media. 2. Explore AI platforms for content generation Use AI tools to convert all your text-based posts into designed images in one click, or turn your podcast into short-form social media posts. 3. It is important to understand copyright issues before using AI-generated images for commercial purposes There can be some grey areas when it comes to using AI imagery in marketing campaigns. Just like stock photos and anything a company shares, you need to make sure it’s unique or that you have the rights to use it. 4. Convert content from any medium into another medium AI can help social teams accelerate the process of translating content from one platform or media format to another. 5. Automate content creation tasks Automate or accelerate social media content creation tasks such as captions, images, content calendars, and social media creatives using AI tools like ChatGPT, Dall-E 2, Jasper, or Canva. Source: Tencent Media Research Institute Source | HubSpot Compiled by Zhang Hao |
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