Social Media Trends 2023: An Overview

‘Adapting to endure’ - that’s how Hootsuite have opened their Social Media Trends 2023 report. After the optimistic and positive reopening of the world that we left 2021 with, 2022 ended in a more volatile state. Endless talk of the looming recession coupled with inflation reaching its highest saw a significant decline in consumer spending, as well as workforce reductions left right and centre. 

Despite the drama over Meta’s massive layoffs and Twitter’s demise under Elon Musk, social media marketing isn’t going anywhere. For decades marketers and social media managers have been proving its worth and now we’ve moved beyond making the case to use social media, instead focusing on how to use it most effectively as part of our marketing strategy. 

The social media trends report 

Hootsuite surveyed 10,643 social marketers, leaders, observers and partners across 109 countries and 11+ industries to determine what the social landscape looks like for 2023. Something we started to see in the 2022 report became a key feature in this year's breakdown of the trends - formalising the different functions social media offers: 

Social Marketing 

The use of social media networks across all components of the marketing mix: product, price, promotion and place. 

Social Commerce

The process of selling products and services directly through social media. Do you recall our Social media is the new Shopify blog in response to the 2022 trends?

Social Customer Service 

The process of delivering proactive customer service (finding and responding to brand conversations with the aim of satisfying customer needs before they ask) and reactive customer service (responding to customer-initiated transactions or service inquiries) over social networks. Customers are sliding into your DMs, remember? 

So what does 2023 have in store for us social media marketers according to Hootsuite? 

The future of Social Marketing
Marketing Trend 1 - Small businesses cosy up to creators

Businesses are rethinking their budgets in 2023, and while we’re big believers in investing in marketing during a downturn, according to Hootsuite’s findings, big businesses are reducing their budgets for creator partnerships. 

Though the majority of small businesses don’t actually work with creators yet, with just 28% of respondents from small organisations saying they work with influencers, creators will be even more accessible in 2023.

Marketing Trend 2 - Budgets on the line as bosses demand social receipts

96% of marketers who responded to Hootsuite’s survey reported some level of confidence that social media delivers a positive return on investment, whether that be somewhat confident, confident or extremely confident. However, we’re no strangers to misalignment over metrics and their value. 

Hoostuite’s survey found that while practitioners were saying their organisation uses impressions/views to demonstrate ROI, C-level executives are using sales/revenue to demonstrate ROI. This highlights the importance of understanding the goals and objectives of social media and what metrics align with such objectives for effective measurement. 
 

Marketing Trend 3 - Social innovators crack the cross-posting code 

If you’ve been on more than 3 social networks for a length of time you’ll know they’re all trying to be the same thing. When TikTok rose to success, Instagram added Reels and now YouTube has Shorts and now we’re seeing that 3-month old TikTok recycled over on Instagram… messy! 

The fact of the matter is people go to different platforms for different reasons. Instead of posting the same piece of content on every platform in every format possible, hindering your results, focus on understanding your customers, where they’re going and why. Utilise the platforms and the formats that best suit the goals you have for your business on social media to make effective use of your time. 
 

The future of Social Commerce 
Commerce Trend 1 - Social commerce hits the trust gap

In 2021, we were gearing up for social commerce to take over the world. As Hoosuite describes, it turns out that social commerce ‘arrived with less of a bang and more of a yawn’. It seems consumers weren’t as into it as anticipated and major platforms have withdrawn or delayed their commerce functions.

Why? Trust. 

An Accenture survey revealed that the biggest concerns about social commerce for consumers was a lack of trust in vendors. Will my order be protected or refunded? What level of quality are the products? How do I know my financial information is safe with a social media platform? All very fair points! 

Hootsuite’s advice to those looking to utilise social commerce is to overcome the trust gap with the basics of marketing - offering EASY returns and refunds, show product ratings and reviews, and provide regular updates on the status of purchases. 
 

Commerce Trend 2 - All eyes turn to social search

Bing couldn’t even pose a threat to Google, but what can is social media platforms. As the younger generations become our largest consumer group, it is becoming increasingly popular to use social media to search for places to visit, restaurants to eat at and products to buy. 

By no means is Google on the decline, but for those targeting younger audiences, SEO and Google Ads might not be where your efforts are best spent in 2023. 
 

The future of Social Customer Service 
Customer Service Trend 1 - The great reopening blows a hole in digital service

The world’s well and truly open again, which means in-store shopping is back on the cards! While some consumers are buzzing to get back in to town for the face-to-face service, some are still happy to do their shopping from home and will be expecting the same service online that they received during lockdown…

The decline in digital services leaves some consumers feeling neglected and in 2023, it’ll be important to pick this back up. Whether it’s a chat-bot, a staff member, or the owner, someone in your business needs to be available on the DMs. 
 

Customer Service Trend 2 - Marketers realise it’s time to lean into customer service

Who’s responsible for online customer service in your organisation? The power social now has and the key role it plays in generating revenue for businesses means it needs to be considered as one of the core functions of a business. 

In larger organisations with a dedicated marketing team, this will likely fall into their arms. But customer service isn’t necessarily their primary skill. Once you’ve assigned your team member responsible for online customer service, ensure they are supported in developing their customer service skills. 

So there we have it, Hootsuite’s predictions for 2023. Have any in particular stood out to you that you have noticed or think you need to take action on right away? The social media landscape is always changing and no one knows what’s around the corner, but it’s important to keep up with the trends and know how you should be using platforms to best serve your business.