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Marketing team creating a campaign brief in line with social media trends 2023

3 social media trends to adopt in 2023


Beth Swarbrick
November 21, 2022

Hootsuite’s Social Media Trends 2023 report looks into some of the key trends we are likely to see dominating the world of marketing this year. Delving into social, commerce, and customer service trends, it is well worth a read.

But if you’re short on time our Campaign Manager, Beth Swarbrick, has picked out her top 3 trends that you should pay close attention to this year.

Social media trends for 2023

1. All eyes are on social 👀

Despite a looming recession (sorry to start on a low), industry insights are showing that marketing budgets are likely to grow by around 20% next year. This was quite unheard of in previous recessions, where marketing found themselves on the corporate chopping block.

Okay, so marketing spend is on the up (🥳) – why does this mean all eyes are on social?

Well, spend and confidence in marketing is up, which means marketing has gained its well deserved place at the leadership table. This also means that more eyes are on social ROI. Gartner reported that in 2022, social media was the top digital channel for marketing spend. If social is making up such a large percentage of overall marketing budgets, the C-suite are going to want to see that spend driving business results.

What can I do to prove social media is worth investment?

Reporting is your new best friend 🤝

The reporting tools available to us now are almost endless – make use of them! Figure out what metrics matter to your business. Is it impressions? Clicks through to your website? Or forms completed? Set measurable targets for the metrics that align with your overall business objectives.

If social is new to you, or you’ve not been able to give it the time and attention it needs, these numbers might look a little low. Do not let this dishearten you. This is your starting point, use it to fuel your ambition to grow. Share the numbers with key stakeholders and show them how you’ve increased them over time.

Demonstrate how your work on social forms part of the overall marketing strategy and how you’ve meticulously planned activity. I’ve spoken about this in more detail over on this blog.

social media trends

2. The rise of social search 🔎

Next up on my list of social media trends to adopt, is social search. According to the Hootsuite report, 40% of 18-24 year olds use social media as their primary search engine. Don’t panic, this isn’t the end of Google…yet anyway.

What it does mean though, is that social SEO is a MUST.

What is social SEO?

Traditional Search Engine Optimisation (SEO) is all about Google (or your preferred search engine) showing you the most relevant results for what you have typed into the search box. Marketers and website developers work tirelessly to make sure that web pages include specific keywords that Google will see as relevant for users. That’s a very, very short summary of traditional SEO. If you’re interested in learning more, I’d recommend reading this.

Social SEO works in a similar way. LinkedIn, Facebook, Instagram etc all have search functionality. Users search for content they’re interested in, and it’s down to the social media giant to determine what content is most relevant for the user’s search query.

Nearly a third of the time people spend on the internet is spent on social media. So it’s not surprising that the big social platforms are incorporating more traditional search engine features. I’d say it’s well worth investing the time and effort into social SEO when such a large amount of time is spent there.

sociual seo

Where to start with your own social SEO?

LinkedIn is the go-to for B2B so here are some of my top tips for nailing that LinkedIn SEO for your company page ⬇️

  1. Include relevant keywords in your tagline and about section
    • It’s worth spending time focusing on what keywords are relevant for your company before you do this. Let us know if you’d like a blog talking more about keywords and how to choose them.
  2. Create long-form content based on relevant keywords
    • LinkedIn has a function where you can write articles. Use this to write relevant content that your audience are likely to search for.
  3. Participate in groups
    • There are endless groups on LinkedIn, find the ones that are most aligned with your business and use them to interact with likeminded people and share your content. Just be careful not to be a spammer – only share content that will genuinely help people.
  4. Use hashtags
    • 3-5 per post and make sure they are linked to the content

3. Digital CX needs some love

Over the past couple of years digital customers’ experiences (Digital CX) have played a huge role in the way people perceive brands. When we couldn’t go and experience brands in real-life (because of the c-word that we won’t mention) businesses pushed all efforts to digital.

But as we stepped back into the real world, consumers felt that digital CX suffered.

digital CX 1

The Hootsuite social media trends report cites that overall customer satisfaction has dropped to its lowest level in 17 years 😣

BUT let’s not dwell on this, instead let’s turn it around. 📈

One of the best pieces of advice I can give when it comes to improving your digital CX is to go and experience it for yourself. It’s easy to let processes and systems run without taking the time to actually go and experience what your customers experience.

Here’s a few things you can do to get started ⬇️

  1. Go through your website and step into the shoes of your audience
    • Does everything load quickly? And by quickly, I mean instantly.
    • Is it easy to navigate from page to page?
    • Can I find out how to contact you easily?
  2. When a prospect or customer gets in touch what communications do they receive?
    • Is it consistent with the brand?
    • Are they contacted quickly?
    • Who do they speak to?
  3. What does the ongoing communication look like?
    • How often do we speak to them?
    • Who speaks to them?
    • Are we continuously providing value in our communications?

Global economics and politics mean that 2023 will likely be another challenging year. Putting your business in the best possible position to handle the challenge is going to be key.

If you’re an existing eve Networks Partner and want to talk about how we can support you next year, drop us a message.

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