Even social media, like every other aspect of the digital and non-digital world, is changing: in rapid succession we have seen pandemics, war and a rise in the cost of living in the face of a substantial difficulty in procuring goods that until a moment before we had given for discounted.
It is unthinkable that these changes do not affect the way users experience the world of the web, social media and social trends in 2023.
So let's see together what are the expected changes for the 2023 social trends in which direction the brands will have to move to build a social strategy that guarantees user satisfaction and profits for companies.
Some background on social trends 2023
The events of the last two years have radically changed the way users approach social media: the Talkwalker and Khoros report on Social Trends 2023 highlights increasingly demanding, fickle and often irritating users, who, to a large extent, brands have struggled to satisfy. For this reason, in defining the 2023 trends it is important to take into account three factors:
- Authenticity: the days of glossy content and 1000 filters are over. The data show that realistic video formats, such as live on instagram, know and will be able to guarantee greater performances both in terms of views and interactions;
- Interaction: engagement is an outdated metric, now algorithms feed on interactions. The contents are increasingly based on two-way communication, creating a real conversation with followers who feel more and more listened to;
- Human touch: preference for a combination of UGC content (user generated content) and content produced by the brand in order to favor an increasingly informal and personal tone, which highlights not only the products of a brand, but also the internal functioning and life daily of the same.
Social Trend 2023
Social Trend 2023: The definitive death of Third Party Cookies
Experts say 2023 will be the year of the final demise of cookies. However, the question remains: what to replace them with to guarantee users a personalized web experience? If it is true that the question is still open, it is also true that the road seems to lead more and more towards the direction of Social Listening, which allows you to detect the mentions of the brand in blogs, forums and the web to identify the Sentiment of the public. Having a widespread knowledge of one's audience and establishing a relationship of trust with it will in fact be fundamental for the cookieless future that awaits us.
Multisensory social networks, leading the 2023 social trends
Social media will be increasingly immersive: formats that increasingly invite to a multisensory experience, real digital sensory experiences capable of stimulating in an ever new and different way and providing an ever more direct access to experiences that until now had the prerogative to be live only.
Rise or Decline of Social Commerce?
Social commerce has created a clear split between the platforms: on the one hand TikTok which has chosen to abandon the ambitious project that envisaged the implementation of Live commerce in Europe, on the other Meta, which has launched the Meta Avatar Store, to encourage digital sales. The path to take will depend very much on the choices of the individual brands.
Predictive analysis increasingly present among social trends
AI is becoming more and more precise and essential, after all who has never wanted to have effective predictive models on which to base future activities? In the field of social media and marketing in general, this has gradually become more and more essential, in order to automate all procedures on a large scale and have more and more reliable data available in real time.
A social world, therefore, which becomes less and less a glossy showcase and more and more a space for interchange and enrichment, based not only on what the user wants on a product level, but above all on what he feels and on the relationship of trust built with the brand.
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