“What social media trends should I keep my eye on in the coming year?” It’s a question on all our minds heading into 2023. In this 50+ minute presentation, Arik shares 10 social media trends he thinks will emerge—based on research, data and real-world examples. Now in his 6th year of giving this presentation, this prezo will give you some fresh ideas and approaches to chew on that you can integrate into your plans for 2023.

2. 10 Social Media Trends
for 2023

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,”

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

23. Facebook: 0.15%
Twitter: 0.05%

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)

29. Uponor:
Facebook vs. TikTok

30. 30 engagements
per post (last 10)
on Facebook

31. 1,789
engagements per
post (last 10) on
TikTok

32. Sephora:
Facebook vs. Instagram

33. 83 engagements
per post (last 10)
on Facebook

34. 3,795 engagements
per post (last 10) on
Instagram

35. SAP:
Twitter vs. LinkedIn

36. 42 engagements
per post (last 10)
on Twitter

37. 1,620
engagements per
post (last 10) on
LinkedIn

38. #3 - Focus on accessibility
in social will increase

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

47. #4 – Keeping up with the
video-first shift will be a
struggle

49. Video is now the priority
• YouTube – Definitely! Shorts!
• TikTok – No doubt
• Instagram - Reels taking over
• LinkedIn – More video in 2022 (especially Live)

50. Meanwhile…

52. And…

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!

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

61. #6 – The fragmentation of
social media accelerates

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

65. This is the
reality in 2023

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

72. Previous 10 posts:
• 3,677 plays
• 111 likes
• 5 comments

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.

82. Some brands have already paused

85. Let’s face it….
…Twitter wasn’t working
anyway for most brands

86. 5,904 followers
4 engagements per post

87. 140,000 followers
36 engagements per post

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

93. Would your brand
want this level of
engagement?

95. How many brands
do you know that
see 130,000 likes on
a LinkedIn post?

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

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.

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
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* linkedin/in/arikhanson