Social media usage is an estimated 4.7 billion people, 60% of the world’s population! Social media has undoubtedly become an integral part of our modern lives and its use is only expected to grow in the coming years. In 2023, we expect to see a variety of new trends that will shape the landscape of social media, from platforms to content.
More people, fewer brands. It got us through lockdown and it looks like it is here to stay. More and more, people are relying on consumer-generated content for their entertainment, education and inspiration. This will likely be bolstered by new technologies, such as augmented reality and virtual reality, allowing users to create more immersive and engaging content. Even brands are switching it up and using employees on camera to create ‘personalities’.
As the fastest-growing social media platform, TikTok has increased its usage by a ridiculous 105% over the last two years, in the United States alone. As of February 2023, they have recorded 1 billion active monthly users who spend an average of 1.5 hours per day on the platform. Although TikTok is viewed as the land of opportunity, this platform takes work. Around 34% of TikTok users post videos daily. In order to be relevant, you need to be active and on-trend. This platform isn’t guaranteed to provide overnight success but you can gain some good traction. Drawing on influencers and leveraging others’ following is a great way to start.
TikTok is growing in more ways than one this year. Experts are saying that Tiktok will grow as a search engine as well as a social platform, making content and answers easy to find.
Influencers will continue to be a major trend in 2023. Influencers have become an integral part of many brands’ marketing strategies and this will continue to be the case in the coming years. We’ll likely see a rise in the number of influencers and an expansion of their reach, as more and more people look to these individuals for advice, direction and entertainment.
Side Note: Micro influencing for macro impact
Platforms like Twitter and Instagram will continue to be utilised for their micro-blogging capabilities but we’ll also see a shift towards more video and audio-based content on these platforms. As platforms like YouTube and TikTok are already the mainstay of this kind of content, the shift towards it will mean growth and popularity for these channels. Short video continues to grow as users look for faster and more engaging ways to consume media. We’ve seen all industries, even those previously viewed to be more formal, move towards this casual style of social media to influence a younger audience with a shorter attention span for information.
This is a weird trend for a generation that posts everything they do.
Data privacy will continue to be a big focus. With the introduction of the GDPR and the rising concern of Tik Tok collecting data for the Chinese Government, companies are beginning to take data privacy more seriously. This trend is likely to grow in 2023, as companies and governments look to protect their users’ data while still providing them with the best experience possible.
Although protecting your data has been paramount, if you already have a smartphone and social media and always click ‘accept all’ on cookie consent notices, why worry? At the end of the day, unless you’re in a very specific field or have extremely sensitive information(in which case you probably know how to protect it), your data is probably of very little interest. Tracking it will serve to improve your ads and recommendations.
The best thing for our mental health would probably be to spend less time on social media but instead, we’re just going to spend more time posting about it.
Mental health has become a major issue in recent years, and social media has come under scrutiny for its potential harm. As such, we expect to see platforms introducing new tools to help users manage their digital well-being, from time management and content filters to wellness tracking and more.
Overall, 2023 is sure to bring a variety of new social media trends that will shape the way we connect and interact with each other. From user-generated content to digital well-being, there is sure to be something for everyone.