15 Social Media Trends Smart Marketers Will Use in 2023

The world of social media is constantly evolving as new applications and trends emerge to pique the interest of users. With so many constant changes, it can be difficult to know the best way to market your business services or products on social media from year to year.

As leaders in their industry, members of the Forbes Communications Council know how to best track and leverage the latest social media trends to reach your target audience. Below, 15 members share their predictions about which social media trends will dominate 2023 and how marketers can gain an edge by targeting them early.

1. User migration from Twitter to LinkedIn

There will be a migration of users from Twitter to LinkedIn. As a result, LinkedIn’s previous professionalism will become more humanized. People will share more personal experiences that define leadership and be more open about workplace challenges. Marketers should use this to help humanize their brands and build stronger connections with customers. – Mariana Prado Kogan, People.ai

2. More private networks and AI content creation

I predict two trends: a reactionary move to private networks and a move to more use of AI tools in content and marketing. The first will require an excellent understanding of the community. The second will require an excellent understanding of copyright, since many AI tools for art, music and writing plagiarize a certain percentage of existing, often marginalized, advertising messages as source material for the final results. – Leslie Poston, Austin Data Labs

3. Less reliance on major paid ad platforms

2023 will see a shift away from reliance on Facebook, Instagram and Twitter for paid advertising and growth initiated on platforms like Reddit. While larger networks force us to bow to their machines, smaller platforms allow for better targeting and better connection with audiences. Plus, the costs will really offer us a good price. – Alexia Bregman, Small Projects Bureau

4. More raw content and personalized interactions

Authentic, unpolished content and a concerted focus on personalized interactions are paramount to social media success in 2023. To prepare, marketing leaders must expand their understanding of who can contribute this type of content. Viewing team members, even those outside of traditional social media roles, with unique skill sets and perspectives will be key to capitalizing on this trend. – Jamie Gilpin, Sprout Social, Inc.

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5. Continued growth in domestic demand

In a softening market, CMOs will once again have to do more with less in 2023. Marketers looking to reach an engaged audience cost-effectively must take advantage of the rise in local demand. Optimize your local digital visibility through business profiles on sites like Google to increase your chances of appearing in more local searches and promote special offers through free posting opportunities. – Monica Ho, SOCi

6. Even smaller content trends

The short form is the way to go. Attention spans are getting shorter and so is your online content. We have all witnessed the success of TikTok and YouTube Shorts. Be ready for even smaller content trends in 2023. If you haven’t already, launch your business account on the right platforms now and make sure your marketing teams are equipped to create high-quality short videos. – Asad Kausar, Dabaran

7. Rapid growth of open source AI platforms

I see very rapid growth in open source AI platforms that marketers will need to jump into quickly. Users are looking for structured information in these emerging platforms and are also providing meaningful data. Also, for repetitive marketing tasks (SEO optimization, for example), AI provides better value for money to clients than agencies can – not as good, but cheaper and faster. – Roy Hutchinson, Squnq Capital LLC

8. Social media saturation

2023 will be the year of social saturation. With more than ten active social media channels, it can be difficult to get your message to the right person at the right time. This is overwhelming to the viewer. This means you need to find your way into the hearts and minds of your target audience to ensure your brand message is consistently seen. – Jeannie Walden, LiftOff Enterprises

9. More companies exploring TikTok

Consumer-centric social media companies are chasing TikTok. They are increasing their focus on video content and adding more content discovery capabilities. This means that marketers looking to reach consumers must focus on their video, influencer, community and user-generated content strategies to increase cross-platform reach. – Tom Trainor, Snipp Interactive

10. Platform changes that have long-term impact

Disruption and change are coming to social media in 2023. Marketers must be prepared to shift their focus if one or more of their key platforms shifts in such a way that marketing on it becomes unviable in the short or long term. It will be an important time to diversify your social media strategy so that you are not tied to a specific platform in the long run. – Tom Wozniak, OPTIZMO Technologies, LLC

11. More open and honest communication on social media

I’d love to see marketers on LinkedIn and other B2B platforms bring their whole, authentic selves to their work. Audiences want brands to speak their truths, and employees want to bring their own passions to the table. I expect social media to continue to open up a space for real and honest communication between marketers and audiences, and this will become the norm in our feeds. – Alyssa Kopelman, Healthline Media

12. Problems Occurring on Certain Platforms

Something big will go wrong with Twitter or TikTok, or both, causing brands to move away from those platforms. Now is the time to diversify your reach both on other social platforms and through your own media channels (blog, podcast and the like) to protect you from damaging your brand’s halo just by your presence on a tarnished social media platform. – Robert Neely, Lima One Capital

13. More third-party social media management

Great leaders have stellar communicators to help them share their message with a wider audience. This was in the form of Chief of Staff, Business Manager or Communications Leader. Because great leaders now have millions of people to share their thoughts with and limited time, we will see a social media presence managed through expert third-party companies that will push leaders to become influencers. – Jonathan Shroyer, Arise Gaming

14. Renaissance of the written word

I see a renaissance of the written word, even as short and long-form videos gain more momentum. The social spaces our brands occupy are becoming more crowded every day, and this can cause some consumer fatigue. Having a strategy that not only fully embraces video, but also finds alternative forms of communication will reach audiences in a way that feels fresh and different for 2023 – Melissa Kandel, little word studio

15. Public expectations for greater transparency

2023 will be the year of transparency. Your social media audience will want you to be clear and honest – and if you’re not, they’ll call you out! – Ben Chodor, notified

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