You know how it is: in the middle of a tweet about your cat, you pause for a moment and think, “Wait, will this be relevant?”

If so, you’re not alone. As social media trends change (and they always do), that means predicting—and accounting for—the latest changes. So, here we are, about to embark on the year 2023. What’s hot? What’s new? And what does it mean for you?

Social media has become a major part of contemporary life. The adoption of social media, which was already high, was enhanced by the pandemic and the need to find some sense of shared solidarity with other users across the world.  

Social media continues to evolve as both existing and new brands find new ways of getting new users and entrenching the utilization of their platforms by the existing ones. Consumers are increasingly open to new experiences and products, a mindset that was strengthened during the pandemic as new business models and realities became necessary. 

Standing out from the crowd is not an easy task and requires unique content, innovative ideas, and careful planning. Truth is, social media is changing, and it’s doing it faster than a Kardashian changes outfits. Check out the top social media trends in 2023 to help you plan your future campaigns and grow your business.

Welcome to the metaverse

The metaverse is defined most simply as a virtual world where people can socialize, work, and play – Vox.

Meta, previously Facebook, has made a lot of noise about the metaverse and has proceeded to recruit a lot of people to join its mission. The social media giant has been busy at work on a large array of projects, amongst which is an effort to give us a better understanding of what exactly the “metaverse” is – or if it even exists. A quick search online will throw up a few quotes along the lines of “When we talk about the future of social media, we’re in fact referring to the Metaverse.”

The metaverse is the idea of a virtual space that contains and connects virtual reality worlds, augmented reality environments, and the real world. It has been generally accepted by the tech community since 2016 that the metaverse would become a reality in some capacity in the next few years. This isn’t exactly new news—it does seem like every company and person these days is talking about this concept or using it in their products—but it seems that Meta is really about to make it happen.

Videos still reign

You probably won’t be surprised to hear that video content will remain popular. The facts are the facts: videos reign supreme on social media. Video content is an effective way to draw traffic to your page and connect with followers. This one’s a no-brainer—people love video, and they love sharing video. 

Tiktok, a leader in the social media market since its inception in 2016, has shown impressive growth in the last five years. While other platforms have fallen by the wayside, Tiktok has continued to innovate and offer unique services to its users. It’s not just a place for funny videos anymore, either; it’s also a place for important discussions about social movements and politics.

Last year, we also saw a massive increase in the use of videos on Twitter, Facebook and Instagram. We’ve all been seeing those Instagram Reels. Turns out, they’re not going anywhere either. In fact, the Instagram algorithm favors them in visibility.

If your company has never tried video, now is the perfect time to begin experimenting!

There is enough space for everyone

While social media companies are often regarded as being in a cutthroat industry, there is actually a lot of opportunity within the field. In fact, many companies have been able to carve out their own niches and develop loyal followings.

Are you tired of Facebook? Maybe you want to try out something new? Despite what it may seem sometimes, social media is NOT a zero-sum game where one person’s success means another must suffer. It’s not about taking down your competition; it’s about building up your own following and creating an experience that people love—so much so that they’re willing to pay for it. 

Increasing Internet access across the world will bring more users online. However, the user base will continue to be concentrated on a few social media platforms with distinct demographic demarcations expected. For example, Facebook could continue to attract older users while Snapchat and TikTok attract younger users. 

Let’s talk paid partnerships…

Brands. We know how you feel. It’s tough, right? The influencer marketing game can be tricky.

There are so many types of influencers: the people who post sponsored content on Instagram, the people who just post whatever they want and get paid to do it, and even the people who live with your product in their homes for a few weeks and then film themselves using it.

You might have been doing this type of marketing for years, but you have to admit that it feels like everyone is jumping on the bandwagon now. It makes it hard to stand out. With the growing popularity of influencer marketing, brands are responding to consumers’ increasing desire for transparency, authenticity, and peer-to-peer engagement.

The good news is that there are new trends emerging in the space that could bring your marketing plan back to life. For example, we predict that influencer marketing will continue to grow as brands respond to growing consumer preference for authentic interactions. 

Social media platforms will continue to occupy a greater role in the customer journey. Most customers discover products and services on social media and proceed to make purchases based on the feedback of other users. This will continue to provide opportunities for micro, small and medium enterprises that are able to create a community that is an important part of their sales funnel. Big brands will also continue to invest heavily in social media engagement and promotion as they seek to follow where consumers are spending their time. 

Increased scrutiny from regulators

While Big Tech isn’t making enough of an effort with the ethical challenges that are facing the industry now – particularly in terms of privacy violations, it’s clear that many lawmakers fail to understand how things like encryption work.

The shift starts with a re-evaluation of how social media companies are addressing privacy violations, but also extends into other areas, like terrorist activity online and hate speech. It’s clear that many lawmakers fail to understand how things like encryption work, which is why we’ll see legislation introduced on a number of fronts in an attempt to force tech giants to comply with what some politicians view as common sense.

Social media platforms are going to continue to come under fire from regulators and consumer rights advocates.  Most consumers do not care as much about regulating social media platforms, but there are powerful and influential voices that are keen on curtailing the god-like influence of Mark Zuckerberg and other technology giants. Based on past experiences, though, they are more likely to fail as social media platforms evolve in a way that continues to outpace regulation. 

In conclusion…

If you pay attention to social media, then you’ve probably observed big changes in the past year. New trends are constantly appearing, marketers are seeking innovative ways to capitalize on social media, and new advertising media keep taking their place online. With the impact of the market growing more powerful and prominent than ever, we’re sure to see new and unexpected ways in which social media can be leveraged in years to come. As for now, let these speculations inspire you toward innovation as well.