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10 Social Media Trends
for 2023
1 – Audit & Strategy
2 – Content Strategy & Production
3 – Social Media Training & Coaching
Typical trends prezos might talk about…
The rise of the next big
social network: BeReal!
95% drop in weekly U.S. downloads
from the app’s 2022 peak
Daily active users have dropped
from 20 million in Oct. 2022 to 10.4
million in Feb. 2023
Alternatives to
Twitter are taking off!
Mastadon daily active users have
plummeted from 2.5 million in late 2022
to 1.4 million in January.
Social audio is the next big thing!
Don’t even get me
started on this…
What will actually
trend—and matter—
in 2023?
#1 - Social search becomes
a bigger priority
“In our studies, something like almost 40 percent
of young people, when they’re looking for a
place for lunch, they don’t go to Google Maps or
Search. They go to TikTok or Instagram,”
Prabhakar Raghavan, senior vice president -
Google
73% of all users 18-34
Search also a big behavior on Insta
And of course…
YouTube processes more than 3 billion searches a month. 100 hours of video are uploaded every
minute. It’s bigger than Bing, Yahoo!, Ask and AOL combined,”
What can you do?
• Optimize your social profiles with keywords (TikTok,
Instagram, Facebook, Twitter)
• Add alt-text to images (Instagram, Facebook)
• Use keyword phrases in titles on YouTube
• Always use subtitles on your videos
#2 - The big channel priority
shift is on
Facebook: 0.15%
Twitter: 0.05%
Why?
• Brands seeing lower CPE and CPM numbers on TikTok
• YouTube, Instagram, TikTok best places to engage creators
• LinkedIn best dual platform (master + employer brands)
• LinkedIn members are viewing 22% more Feed Updates in 2022 YoY.
(LinkedIn internal data)
• LinkedIn members are having 25% more public conversations on
LinkedIn YoY. (LinkedIn internal data)
• Between June 2020 and June 2022, LinkedIn members shared 25%
more public content YoY. (LinkedIn internal data)
• LinkedIn members are scheduling 176% more LinkedIn Live
events YoY. (LinkedIn internal data)
Uponor:
Facebook vs. TikTok
30 engagements
per post (last 10)
on Facebook
1,789
engagements per
post (last 10) on
TikTok
Sephora:
Facebook vs. Instagram
83 engagements
per post (last 10)
on Facebook
3,795 engagements
per post (last 10) on
Instagram
SAP:
Twitter vs. LinkedIn
42 engagements
per post (last 10)
on Twitter
1,620
engagements per
post (last 10) on
LinkedIn
#3 - Focus on accessibility
in social will increase
Why accessibility in 2023?
• Inclusivity more important than ever
• Legal/Compliance factors in
• More understand this is a chance to reach more
customers
What does it look like?
Hash tags matter, too
Instead of:
• #wearesleepnumber
Use:
• #WeAreSleepNumber
Emojis – a prime culprit
• Check descriptions
• Use only at ends of
posts
• Use in moderation
overall
Alt text for images
Do’s and Don’ts
• DO: Be thoughtful about using emojis
• DO: Be descriptive but concise in describing images
• DO: Capitalize the first letter of each word in your hash tags
• DON’T: Use fancy font generators
• DON’T: use animated gifs in comment threads
• DON’T: USE ALL CAPS!
Courtesy: Meryl Evans; meryl.net
#4 – Keeping up with the
video-first shift will be a
struggle
Video is now the priority
• YouTube – Definitely! Shorts!
• TikTok – No doubt
• Instagram - Reels taking over
• LinkedIn – More video in 2022 (especially Live)
Meanwhile…
And…
#5 – Posting frequency
ratchets back to save sanity
of social teams
47 tweets in Jan.
89 tweets in Dec.
77 tweets in Nov.
Dec: 23 posts
Nov: 24 posts
Oct: 26 posts
Also on:
• Instagram
• Twitter
• LinkedIn
90+ posts a
month across
all these
channels!
Why does it make sense?
• Quality > Quantity
• Use social advertising to amplify fewer posts
• Free up team to focus more on innovation,
experimentation with other platforms
#6 – The fragmentation of
social media accelerates
Also competing for your time:
• Podcasts (average listener listens to 8 a week)
• Video games (average gamer spends 9 hours a week on gaming)
• Other niche platforms like Twitch
• Newer platforms like BeReal
This is the
reality in 2023
Your customer only has so much time
What does it mean for you?
• PRIORITIZE! Only participate in the channels where your customers show up
AND channels you have time/resources to participate on.
• Don’t be afraid to ditch bigger platforms for smaller, more niche platforms if
they make sense.
• You don’t have to be on every social media channel.
REPEAT: YOU DON’T HAVE
TO BE ON EVERY SOCIAL
MEDIA CHANNEL!
#7 – Creators become the
face of more brands
Previous 10 posts:
• 3,677 plays
• 111 likes
• 5 comments
• How do you find the right “talent?”
• What happens if your “face” leaves the company?
• Should these “faces of the brand” be compensated differently?
• Do they need to be in every video?
Considerations
#8: Twitter recedes as a
brand marketing tool
All this has happened since Oct.
Some brands have already paused
Let’s face it….
…Twitter wasn’t working
anyway for most brands
5,904 followers
4 engagements per post
140,000 followers
36 engagements per post
What should you do?
• Do you own analysis--is Twitter still working for you?
• If not, it’s OK to pause (or maybe even delete eventually)
• Put time/resources into tools that are already working
• Put time/resources into creating more effective content
#9 – LinkedIn becomes an
influencer channel
Would your brand
want this level of
engagement?
How many brands
do you know that
see 130,000 likes on
a LinkedIn post?
Parry is:
• A conversation
starter
• A thought leader
• A provacatuer
• An influencer
• A fit for Cision?
#10 – More UGC, fewer
branded graphics and
holiday posts
It’s time to stop the madness
• Holiday posts are merely an engagement grab
• Your time is better spent on other higher-value projects and
work
• Branded graphics are OK in spots—but many brands overdo it
• Very hard to read—especially on mobile
Instead…
• 60% of consumers believe UGC is the most authentic marketing
content. (Stackla, 2017)
• 79% of people say UGC highly impacts their purchasing decisions,
(Stackla, 2020)
• UGC-based ads get 4X higher click-through rates and a 50% drop in
cost-per-click than average.
• UGC results in 29% higher web conversions than campaigns or
websites without it.
10 Social Media Trends for 2023
1 – Social Search Becomes a Big Priority
2 – The Big Channel Priority Shift is On
3 – Focus on Accessibility in Social will Increase
4 – Keeping up with the Video-First Shift will be a Struggle
5 – Posting Frequency Ratchets Back to Save Sanity of Social
6 – The Fragmentation of Social Media Accelerates
7 – Creators become the Face of More Brands
8 – Twitter recedes as a brand marketing channel
9 – LinkedIn Becomes an Influencer Channel
10 – More UGC, fewer holiday posts and branded graphics
Work with me?
* arik@arikhanson.com
Follow me:
* Friday e-newsletter: arikhanson.com
* linkedin/in/arikhanson

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Social Media Marketing Trends to Follow in 2023

  • 1.
  • 2. 10 Social Media Trends for 2023
  • 3.
  • 4.
  • 5. 1 – Audit & Strategy 2 – Content Strategy & Production 3 – Social Media Training & Coaching
  • 6. Typical trends prezos might talk about…
  • 7. The rise of the next big social network: BeReal! 95% drop in weekly U.S. downloads from the app’s 2022 peak Daily active users have dropped from 20 million in Oct. 2022 to 10.4 million in Feb. 2023
  • 8. Alternatives to Twitter are taking off! Mastadon daily active users have plummeted from 2.5 million in late 2022 to 1.4 million in January.
  • 9. Social audio is the next big thing!
  • 10. Don’t even get me started on this…
  • 11. What will actually trend—and matter— in 2023?
  • 12. #1 - Social search becomes a bigger priority
  • 13. “In our studies, something like almost 40 percent of young people, when they’re looking for a place for lunch, they don’t go to Google Maps or Search. They go to TikTok or Instagram,” Prabhakar Raghavan, senior vice president - Google
  • 14. 73% of all users 18-34
  • 15. Search also a big behavior on Insta
  • 16. And of course… YouTube processes more than 3 billion searches a month. 100 hours of video are uploaded every minute. It’s bigger than Bing, Yahoo!, Ask and AOL combined,”
  • 17.
  • 18.
  • 19. What can you do? • Optimize your social profiles with keywords (TikTok, Instagram, Facebook, Twitter) • Add alt-text to images (Instagram, Facebook) • Use keyword phrases in titles on YouTube • Always use subtitles on your videos
  • 20. #2 - The big channel priority shift is on
  • 21.
  • 22.
  • 24.
  • 25.
  • 26.
  • 27. Why? • Brands seeing lower CPE and CPM numbers on TikTok • YouTube, Instagram, TikTok best places to engage creators • LinkedIn best dual platform (master + employer brands)
  • 28. • LinkedIn members are viewing 22% more Feed Updates in 2022 YoY. (LinkedIn internal data) • LinkedIn members are having 25% more public conversations on LinkedIn YoY. (LinkedIn internal data) • Between June 2020 and June 2022, LinkedIn members shared 25% more public content YoY. (LinkedIn internal data) • LinkedIn members are scheduling 176% more LinkedIn Live events YoY. (LinkedIn internal data)
  • 30. 30 engagements per post (last 10) on Facebook
  • 33. 83 engagements per post (last 10) on Facebook
  • 34. 3,795 engagements per post (last 10) on Instagram
  • 36. 42 engagements per post (last 10) on Twitter
  • 38. #3 - Focus on accessibility in social will increase
  • 39.
  • 40. Why accessibility in 2023? • Inclusivity more important than ever • Legal/Compliance factors in • More understand this is a chance to reach more customers
  • 41. What does it look like?
  • 42. Hash tags matter, too Instead of: • #wearesleepnumber Use: • #WeAreSleepNumber
  • 43. Emojis – a prime culprit • Check descriptions • Use only at ends of posts • Use in moderation overall
  • 44. Alt text for images
  • 45. Do’s and Don’ts • DO: Be thoughtful about using emojis • DO: Be descriptive but concise in describing images • DO: Capitalize the first letter of each word in your hash tags • DON’T: Use fancy font generators • DON’T: use animated gifs in comment threads • DON’T: USE ALL CAPS! Courtesy: Meryl Evans; meryl.net
  • 46.
  • 47. #4 – Keeping up with the video-first shift will be a struggle
  • 48.
  • 49. Video is now the priority • YouTube – Definitely! Shorts! • TikTok – No doubt • Instagram - Reels taking over • LinkedIn – More video in 2022 (especially Live)
  • 51.
  • 53.
  • 54. #5 – Posting frequency ratchets back to save sanity of social teams
  • 55. 47 tweets in Jan. 89 tweets in Dec. 77 tweets in Nov.
  • 56. Dec: 23 posts Nov: 24 posts Oct: 26 posts Also on: • Instagram • Twitter • LinkedIn 90+ posts a month across all these channels!
  • 57.
  • 58.
  • 59. Why does it make sense? • Quality > Quantity • Use social advertising to amplify fewer posts • Free up team to focus more on innovation, experimentation with other platforms
  • 60.
  • 61. #6 – The fragmentation of social media accelerates
  • 62.
  • 63.
  • 64. Also competing for your time: • Podcasts (average listener listens to 8 a week) • Video games (average gamer spends 9 hours a week on gaming) • Other niche platforms like Twitch • Newer platforms like BeReal
  • 66. Your customer only has so much time
  • 67. What does it mean for you? • PRIORITIZE! Only participate in the channels where your customers show up AND channels you have time/resources to participate on. • Don’t be afraid to ditch bigger platforms for smaller, more niche platforms if they make sense. • You don’t have to be on every social media channel.
  • 68. REPEAT: YOU DON’T HAVE TO BE ON EVERY SOCIAL MEDIA CHANNEL!
  • 69. #7 – Creators become the face of more brands
  • 70.
  • 71.
  • 72. Previous 10 posts: • 3,677 plays • 111 likes • 5 comments
  • 73.
  • 74.
  • 75.
  • 76.
  • 77. • How do you find the right “talent?” • What happens if your “face” leaves the company? • Should these “faces of the brand” be compensated differently? • Do they need to be in every video? Considerations
  • 78. #8: Twitter recedes as a brand marketing tool
  • 79. All this has happened since Oct.
  • 80.
  • 81.
  • 82. Some brands have already paused
  • 83.
  • 84.
  • 85. Let’s face it…. …Twitter wasn’t working anyway for most brands
  • 88. What should you do? • Do you own analysis--is Twitter still working for you? • If not, it’s OK to pause (or maybe even delete eventually) • Put time/resources into tools that are already working • Put time/resources into creating more effective content
  • 89. #9 – LinkedIn becomes an influencer channel
  • 90.
  • 91.
  • 92.
  • 93. Would your brand want this level of engagement?
  • 94.
  • 95. How many brands do you know that see 130,000 likes on a LinkedIn post?
  • 96.
  • 97. Parry is: • A conversation starter • A thought leader • A provacatuer • An influencer • A fit for Cision?
  • 98. #10 – More UGC, fewer branded graphics and holiday posts
  • 99.
  • 100.
  • 101. It’s time to stop the madness • Holiday posts are merely an engagement grab • Your time is better spent on other higher-value projects and work • Branded graphics are OK in spots—but many brands overdo it • Very hard to read—especially on mobile
  • 102. Instead… • 60% of consumers believe UGC is the most authentic marketing content. (Stackla, 2017) • 79% of people say UGC highly impacts their purchasing decisions, (Stackla, 2020) • UGC-based ads get 4X higher click-through rates and a 50% drop in cost-per-click than average. • UGC results in 29% higher web conversions than campaigns or websites without it.
  • 103.
  • 104.
  • 105.
  • 106. 10 Social Media Trends for 2023 1 – Social Search Becomes a Big Priority 2 – The Big Channel Priority Shift is On 3 – Focus on Accessibility in Social will Increase 4 – Keeping up with the Video-First Shift will be a Struggle 5 – Posting Frequency Ratchets Back to Save Sanity of Social 6 – The Fragmentation of Social Media Accelerates 7 – Creators become the Face of More Brands 8 – Twitter recedes as a brand marketing channel 9 – LinkedIn Becomes an Influencer Channel 10 – More UGC, fewer holiday posts and branded graphics
  • 107. Work with me? * arik@arikhanson.com Follow me: * Friday e-newsletter: arikhanson.com * linkedin/in/arikhanson

Editor's Notes

  1. https://www.tiktok.com/@away/video/7177132400802090282?is_copy_url=1&is_from_webapp=v1&lang=en
  2. https://milkkarten.substack.com/p/social-media-managers-are-becoming