Social media has seamlessly integrated into people's daily routines, and businesses are capitalizing on its ubiquity to connect with customers.
In navigating the deluge of information, businesses employ inventive social media strategies. Leveraging platforms for marketing, organizations tap into varied demographics, recognizing the significance of tailored approaches.
A substantial 58.4% of the global population dedicates an average of two hours and 27 minutes daily to social media. The landscape offers diverse prospects, encompassing video content, customer service enhancements, and the practice of social listening.
Remaining attuned to evolving social media and marketing dynamics is pivotal for businesses seeking to captivate customers amidst digital saturation. Pioneering the charge, here are some noteworthy social media trends shaping 2023.
A Cisco study predicts that a significant 82% of global consumer internet traffic will soon be dominated by video content. Notably, the allure of long-form videos is waning, as consumers increasingly favour shorter formats found on platforms like TikTok, Facebook's Reels, YouTube's Shorts, and Instagram's Reels and Stories.
In tandem with this trend, businesses are embracing live-streaming as a means to connect with consumers. These live videos serve various purposes, from storytelling and product demonstrations to event promotion and general company communications. Advisedly, Hootsuite suggests keeping social media videos concise, aiming for around a minute in length.
As social media continues to evolve, additional technologies like virtual reality (VR) and augmented reality (AR) will seamlessly integrate, providing enhanced customer engagement. Although VR is still in its early adoption phase, platforms like Instagram and Snapchat are actively incorporating AR to elevate visual content. Snapchat, for instance, employs AR for various photo filters, transforming users into animals or allowing them to experiment with makeup and accessories.
Beyond playful filters, AR extends to practical applications. Consumers can virtually preview products, visualizing furniture placement in a room, or try on sunglasses before making purchasing decisions. This immersive technology enhances the consumer experience and showcases the multifaceted potential of augmented reality.
The adoption of social media for customer service evolved organically as individuals recognized its potential for direct communication with companies. Engaging with businesses through questions or complaints, customers receive responses directly from the companies.
According to Microsoft's Global State of Customer Service report, 54% of global participants held more favorable opinions of companies that addressed customer service issues on social media. The promptness of responses is crucial, emphasizing the significance customers place on companies engaging with their posts.
To enhance response efficiency, companies may consider incorporating chatbots for immediate query handling or establishing a comprehensive customer service knowledge base, including FAQs.
Employing location-based targeting proves effective for businesses seeking to engage local consumers. A practical approach involves leveraging geotagging within social media content to connect with specific target audiences.
Incorporating a location in social media posts enhances visibility to local users. Platforms like Instagram facilitate this through a location search option, while on Facebook, companies can strategically "boost a post" and designate target locations, refining audience outreach with precision. This nuanced utilization of location-based features ensures businesses align their digital strategies with the geographical preferences of their target demographic.
The upcoming year, 2023, holds significant promise for AI, with Forrester projecting a 50% faster growth in AI software compared to the overall software market. Noteworthy AI content generation tools like ChatGPT, CopyAI, and Jasper offer businesses the means to craft compelling social media posts.
While AI proves valuable for copywriting, it stands as a supplement rather than a substitute for the nuanced and authoritative touch of human writers. AI excels in drafting content by providing outlines or adapting existing material for diverse mediums like social media or email campaigns.
A growing trend sees businesses leveraging AI tools for tailored recommendations to boost user engagement, allowing for customized posts and captions that resonate effectively with their target audiences.
In September 2021, TikTok boasted over 1 billion active monthly users, and its user base continues to expand.
For businesses targeting younger demographics, TikTok is indispensable, serving as a primary platform for engaging with Gen Z and millennial audiences.
Businesses find TikTok's short-form video format ideal for advertising to the younger generation. Moreover, the platform offers advertising options and business profile tools, enhancing its capacity as an advertising hub.
These features make TikTok an influential space for companies aiming to connect with and promote products to the dynamic and digitally savvy younger consumer base.
The future of purchasing is shifting towards direct transactions on social media platforms. Social networks are transforming into retail spaces, incorporating storefronts and shoppable posts. A significant 98% of consumers express their intent to make purchases directly through social media, as per Sprout Social.
To enhance the shopping experience, businesses should streamline the process, minimizing clicks. A strategic approach involves featuring popular items initially, bypassing a full storefront.
The concept of metaverse shopping is gaining momentum in the realm of social and e-commerce. An illustration is the collaboration between Roblox and Forever 21, allowing users to acquire coordinated outfits for their avatars.
Influencer marketing, an enduring trend on social media, continues to hold sway. Social platforms are teeming with influencers championing various brands. Despite being cost-effective compared to other marketing strategies, investing in influencers yields significant results. A survey by Influencer Marketing Hub reports a 90% effectiveness rate, underscoring its impact. Surprisingly, LinkedIn, traditionally not synonymous with influencer marketing, embraces it through Creator Accelerator, an initiative fostering community building for influencers. This unexpected synergy between LinkedIn and influencers signifies a broader trend of platforms investing in creator relationships. Beyond lead generation, influencers contribute to customer engagement and foster lasting loyalty.
Businesses harness insights and data through social media, utilizing tools like Clarabridge, HubSpot, Lately, Sprout Social, and Hootsuite. Social listening aids in comprehending the consumer landscape, monitoring discussions, and gauging reactions. This practice allows companies to fathom campaign impacts, brand perceptions, and customer needs. Initiating with branded hashtags, keywords, and mentions in social campaigns yields measurable results. Social media is pivotal in crisis management, emphasizing transparency and honesty. A Twitter survey reveals 61% of users expect brands to acknowledge crises promptly. Weber, a grill manufacturer, exemplified crisis communication, swiftly rectifying an inadvertent misstep in the wake of singer Meat Loaf's demise.
Audio's integration into social media, though not novel, has gained prominence. Utilizing solely the human voice, allows for on-the-go listening. In 2021, Clubhouse, an invite-only app, dominated, posing challenges for widespread business adoption. Now, platforms like Facebook are embracing audio with features like Soundbites, podcasts, and Rooms, facilitating diverse audio content. Trends encompass live event broadcasts, voice messaging, music, live audio rooms, and meetings. The landscape is evolving, providing businesses with versatile audio options beyond Clubhouse's exclusivity. Social audio's narrative unfolds, engaging audiences through dynamic, voice-centric experiences.
