Even as we start 2023 clouded by the possibility of economic uncertainty, marketers are looking to social media as one of the topmost priorities this year.
While overall social media spending across big players such as Facebook, YouTube, etc. remains steady, brands are also experimenting with newer social platforms. These platforms primarily focus on building communities and forging direct relationships with audiences.
With the massive user exodus from Twitter, decentralized and community-oriented social forums such as Snapchat, Reddit, Mastodon, Discord, Signal and Quora are set to gain more momentum. We expect to see more enterprises involved in building vibrant digital communities with raving comments/reviews from brand champions and advocates.
Without a doubt, social media will continue to be critical in disrupting digital presence. Beyond paid social media, brands should also invest in the power of earned social media presence. This will help marketers to nurture authenticity and drum up engagement by making themselves more relatable and accessible to their target audience.
A robust social media presence strategy is integral to bridging the chasm between your paid and organic marketing efforts. This is because people are shifting from impulsive buying to research-based and thoughtful spending. Marketers that recognize this strategic advantage and opportunity will be the ones that can potentially lead a transformation for the organization, moving into 2023.
The biggest anticipated changes in social media will be the rise of TikTok and shoppable ads. While big players will be here to stay, 2023 might just be the year for smaller community-based tribes and networks. Communication and conversation management will be key to tackle declining consumer trust in social media advertising.
At the end of the day, it’s important to remember that social media is a dynamic and competitive space. What worked before isn’t guaranteed to generate the same results. So, stay abreast of the latest marketing trends and focus on building a strong social media presence with paid and organic efforts.