Emerging Trends & Strategies IN THE SECOND HALF OF 2023

Trust us, we know this social media thing is like a never-ending rollercoaster ride with new twists and turns at every corner… But we also know how important it is to keep up with the latest trends and strategies in this ever-changing digital universe. So, buckle up baby, we’re going to cover the freshest social media marketing trends and spill the tea on strategies to keep you one step ahead of the game.

Rise of Ephemeral Content

If you’re wondering what the heck Ephemeral Content is you’re probably not alone but don’t worry, let’s give you a quick definition. Ephemeral content is rich media that is only accessible temporarily (usually 24 hours) before it disappears forever. Ok make sense? Nice let’s carry on!

One of the big trends in social media marketing is the rise of ephemeral content. Platforms like Instagram and Snapchat introduced Stories, and they have gained popularity. Ephemeral content allows businesses to share time-limited, engaging, and authentic content with their followers.

By Stories, brands can create a sense of urgency, encourage FOMO (fear of missing out), and establish a stronger connection with their audience. When people know that something is available for a limited span, they crave it. That’s how we humans are! Social media users purposely click on ephemeral content because they don’t want to face the regret of missing something exciting and interesting around. And therefore this content would be able to gain more views, likes, and comments.

Actionable Strategy: 

Incorporate ephemeral content into your social media marketing strategy by sharing behind-the-scenes footage, product teasers, limited-time offers, or exclusive content. Use interactive features like polls, quizzes, and questions to boost engagement. 

Are you wondering how often to post on social media? Great question! The short answer is, as often as you can consistently post quality content that offers value. Quality and consistency are key to social media success and this has not changed for the second half of 2023, and we don’t expect it to ever change! As you start getting into the groove of things, try to bump up your frequency but good things take time so focus on quality first, then frequency. You got this!

Influencer Marketing Evolution:

Influencer marketing has evolved significantly over the years. In 2023, it continues to be a powerful strategy for reaching and engaging niche audiences. However, the landscape is shifting towards micro and nano-influencers who have smaller but highly engaged follower bases. These influencers often have a more authentic and relatable connection with their audience, leading to higher levels of trust and better conversion rates.

Actionable Strategy:

Identify relevant micro and nano-influencers in your industry or niche. Collaborate with them to create genuine, personalised content that resonates with their audience. The most popular types of influencer collaborations are: Affiliate Marketing, Social Media Takeovers, Giveaways, and Brand Ambassador Programs. Essentially collaborations are about two brands working together to achieve a shared goal. So next time you feel like doing a bit of online stalking, consider what long-term partnerships you can build to strengthen your brand and grow loyalty and then go on an influencer search! 

After you’ve decided which influencers you want to work with and what message to send, the next step is to reach out. Make sure they’re legitimate by checking for signs like a poor engagement to-followers ratio — this could be a sign that they’re fake! 

You can use the in-app messaging feature to reach nano influencers, but most influencers have their contact information in their bio. Send a direct message and be clear about what you want. Here are 4 hot tips on what to include: 

• Your brand and links to your site
• Your marketing campaign and precise details on what you intend to achieve 
• How you would like to work with them 
• Ask for a portfolio of their work with similar brands

Video Content Dominance:

Forget King Charles, video content has become the king of social media marketing, and its dominance is set to continue in 2023. Platforms like YouTube, TikTok, and Instagram Reels have fuelled the growth of short-form video content, while live streaming has gained popularity on platforms like Facebook and Instagram. Ps if you’re not on the TikTok train you can learn more here! Video content allows brands to convey their message more effectively, capture attention, and evoke emotions. 

Actionable Strategy:

Incorporate video content into your social media strategy. Experiment with different formats, such as tutorials, product showcases, and user-generated content. Leverage live streaming for events, Q&A sessions, animations for educational purposes (in this day and age, most people love pretty visuals that they can digest quickly) and finally product launches to foster real-time engagement with your audience.

Social Commerce Revolution:

Social commerce has transformed the way people shop online, and it is expected to continue its upward trajectory in 2023. Social media platforms have integrated shopping features, allowing businesses to showcase and sell products directly to their audience without the need for a website visit. With features like Instagram Shopping and Facebook Marketplace, businesses can create a seamless shopping experience within social platforms.

Have your heard of Facebook’s Advantage+? It creates shopping campaigns by using fancy automation to make ad delivery super smooth and efficient allowing online stores to easily reach more potential buyers for their products. For example, the latest machine learning models are so smart that they can figure out which ad design will click with customers depending on where they’re at in their shopping adventure. The system also creates loads of different ads and tests how well they connect with people. Then, it goes all out by bombarding the market with the best-performing versions. They can even change up the text and images automatically. Pretty cool huh! 

Actionable Strategy:

Optimise your social media profiles for social commerce by setting up product catalogues and utilising shoppable posts and tags. Create compelling visuals, detailed product descriptions, and user-generated content to enhance the shopping experience. Leverage influencers to promote your products and drive sales.

Personalisation and Community Building:

In 2023, personalisation and community building will continue to be crucial for social media marketing success. Customers expect personalised experiences and meaningful interactions with brands. Building a strong community around your brand fosters loyalty, advocacy, and word-of-mouth marketing.

When it comes to brand communities, it’s not just about folks showering your brand with constant praise. These communities are where people come together to talk about meaningful stuff in their lives, with your brand being the cool background.

Support hubs and knowledge centres are just the beginning. You can take it further by setting up a discussion forum, hosting online focus groups, or even organizing real or virtual meetups.

Let’s take Airbnb as an example. They’re masters at sparking storytelling. Their Airbnb Community Center isn’t just a place for hosts and guests to get help and solve problems. It’s also a space where Airbnb users share heartwarming moments and fascinating ideas. This builds trust and credibility, my friend!

The importance of community building may make some marketers a bit anxious because it doesn’t just happen overnight or with a click of a button, and marketers may be thinking about all the extra work. But in reality, a community is meant to supercharge all your marketing efforts and actually lighten your load. It should be right there in the middle of your entire digital ecosystem, complementing everything you do.

Actionable Strategy: 

Tailor your content to specific audience segments and personalise your messaging. Use data and analytics to understand your audience better and deliver targeted content. Foster a sense of community by encouraging user-generated content, organising contests, and facilitating conversations through comments and direct messages.

Conclusion: 

So there you have it, as social media continues to evolve, keeping up with emerging trends and implementing effective strategies is crucial for successful social media marketing. Remember, social media is a constantly changing landscape, so stay informed, experiment with new approaches, and analyse your results to refine your strategy! If you need help doing so, our team is here to help! Just get in touch and let’s get started.