We are entering the last two months of the year. Those in which we take stock and evaluate the previous months. At the same time, we already cast an eye into the future and peek at the new trends for 2023!
We carefully read the latest report by Talkwalker, a leading social listening company, with whom we also created one of our best webinars – How To Become a Love Brand.
In this article, we give a brief summary of the 10 Social Media Trends of 2023. The full report with quotes and case studies (highly recommended!) can be downloaded here.
Foreword: How a trend is born
Talkwalker explains in detail how a trend is born. Usually, a new trend or viral topic is firstborn offline and then moves into online conversations. Lately, however, there are also trends generated and then go viral entirely on social media. Word of mouth happens through hashtags, memes, stories, mentions, conversations. Sometimes even new terms related to the trend in question are born. Other times entire businesses.
Let us now briefly look at the 10 Social Media Trends of 2023.
1. The cookie finally gets dunked
(Maybe) 2023 will finally see the disappearance of third-party cookies, a move long delayed by Google and criticized by many advertisers. The Talkwalker report mentions social listening as a popular solution to the disappearance of cookies, to continue to understand consumers through data.
2. Fake news and digital security
We all know that fake news and AI used for misleading purposes are a real problem. Although consumers are keeping their eyes wide open, technology is becoming more and more developed and subtle. In 2023 there will be an urgency to find a real solution to this and the role of brands must be a priority in the process.
3. Decentralized social network
Social without a central force, with less censorship and free speech. BeReal was the big news this year, with a steady and fast growth. Actually, there’s not a dominant player (according to the Conversation Clusters). 2023 will probably be the year in which the future leader of decentralized social will be decided.
4. Multisensory social media
As you may know, the internet of the senses is not far off. Brands are investing in bringing sensory elements into the digital consumer experience. But what will be the preferred format? So far, no format (Social Audio, Long Form Content, Live Streaming, etc.) has been particularly hated or loved. We will see what happens in the metaverse!
5. Social commerce will raise and… Fall
Apart from China, social commerce still has a long way to go in the rest of the world. This is also evident from the fact that TikTok abandoned its initial live eCommerce project in the US and Europe. It is expected that consumers will be more inclined to explore new shopping avenues next year, also due to the rising cost of living.
6. The metaverse rush will pay off
Talkwalker shows how the conversation around the metaverse has only grown from 2021 to today, even though nothing concrete has materialized in the eyes of consumers. In 2023, we could see the first realized version, with many players taking a key part of this new universe and others collapsing. The report gives a lot of useful advice to brands that want to better understand whether the time is right for them to join the metaverse.
7. Predictive analytics and will disrupt marketing
Lately, predictive analytics has been integrated into social and marketing, with Artificial Intelligence acting as a reinforcement with its multiple predictions of value. Talkwalker states that currently only 42% of marketers say they have predictive analytics capabilities and that this will change a lot in 2023. How? In the report you will find all the details.
8. The environment takes a prominent position
It was to be expected: in 2023 the sense of climate emergency will grow and brands will make the difference. There will be no more room for greenwashing brands, and only those brands that act cleanly and genuinely will carve out the biggest slice of the market.
9. Customer experience will get even more social
Time is now more valuable than ever. The instant availability of information, products and services is only part of what consumers consider important. In 2023, more and more brands are expected to choose to create a dedicated social media channel for customer support and invest in training to avoid brand crises.
10. Personas – Communities
The brands that will be successful in 2023 will be those able to build a real community around them. Knowing their consumers, knowing what moves their conversations, what content they prefer, reflecting their values. According to Talkwalker, 66% of brand communities say that their belonging to a community has increased their loyalty to the brand.