We are only a couple of months into 2023 but it’s already clear what content is going to be popular on social media this year! Considering the social media trends from previous years, along with the current social and technological environments, we predict a significant shift towards user-generated content (UGC) and an increase in the use of augmented reality (AR) and virtual reality (VR).
Here is what you need to know about the current social media trends to ensure your success in 2023...
UGC and Micro-Influencers
The rise of micro-influencers (between 1,000-100,000 followers) arguably began during the pandemic, when people turned to social media for communication and engaged in more content creation as lives became almost solely digital. The appeal of micro-influencers lies in their perceived trustworthiness compared to celebrities and larger influencers. This perception is likely influenced by the prevalence of paid content, which is often viewed as inauthentic.
The pandemic has significantly reshaped the landscape of content creation and consumption, driving a shift in both the creators and the content itself. A remarkable 84% of consumers trust UGC and personal recommendations over that of businesses and larger influencers. In addition to this, 90% claim that UGC has a higher influence on purchasing decisions, highlighting the incredible power of word of mouth and an increasing preference for authentic voices in the digital space.
Based on this information, we think it is evident that UGC and micro-influencer content will continue to be a popular social media trend, particularly with new platform opportunities, such as TikTok.
TikTok and Short Videos
The rapid rise of TikTok has not only transformed the social media landscape but has also encouraged businesses to recognise the importance of creating short-form videos. In an era where attention spans are becoming increasingly limited, content that is brief, engaging, and dynamic is the most effective. Today’s consumers seek content that is not only entertaining but also concise and easily accessible, as demonstrated by TikTok’s over 1 billion active users who use the platform for quick entertainment.
One notable trend within TikTok and other social media platforms is the emergence of ‘edutainment’ content, which seamlessly blends educational elements with entertaining formats. This type of content is resonating with audiences as it provides valuable information in an enjoyable way.
Another interesting development is the rise of TikTok as a search engine. TikTok is quickly becoming a rival to Google, with 40% of Gen Z turning to the platform for information as opposed to just entertainment. However, it is crucial to note that much of the information sourced on TikTok may not originate from verified or credible entities, which raises questions about accuracy and reliability.
Nevertheless, the growth and stability of UGC is becoming more and more accessible on platforms such as TikTok. This accessibility has enabled content creators to reach substantial audiences without needing large budgets or extensive resources. As a result, this so-called ‘creator economy’ is a social media trend that presents a huge opportunity for brands to create, collaborate and thrive.
AR and VR
Reports of companies like Whatsapp, Instagram, Snapchat and Google utilising AR more highlights growth and confidence in innovative technologies. Meta are investing more in developments into AR and VR and, again, signify that the metaverse and extended realities are here to stay. YouTube are utilising experiences through VR including concerts and environments and are also engaging in sponsored VR ads.
Being in the industry, we can see the trajectory of these innovative technologies and how they will continue to grow in popularity. Not only this, but the content they are able to create and bring to life is becoming particularly popular across social media.
How You Can Capitalise on Social Media Trends
Incorporating various social media trends into your marketing strategy can significantly enhance audience engagement and interaction. If you’re interested in exploring this further, get in touch and we can discuss ways to enhance your marketing strategy and elevate your brand!
