The rising trends on social media have always impacted the way we consume and create online content. With the advent of platforms like TikTok and BeReal, the algorithm-driven approach to content delivery has proven to be a game-changer, ensuring that users are served with only the content that resonates with them.
As a result, it is crucial for us marketers to understand the importance of not just creating engaging content, but also content that establishes a connection with our audience, especially those targeting the current generation.
This shift in strategy towards personalized and authentic content has never been more relevant than in today’s digital landscape.
Here are some trends that have been making their way through the current social media landscape:
1. PERSONAS > COMMUNITIES
“Brands are strengthening their communities to build better connections, and edge further away from the ‘hard sell.’
Influencers, content creators, even employees, are being tapped into to create rawer, more genuine interactions, with more localized and audience-personalized content and experiences.”
Parry Headrick
Communications Manager
Crackle PR
More than talking to just one person in a group, current marketing trends suggest communicating with larger audiences, sharing the same interests, being motivated by the same drivers, and understanding specific trends and references.
2. THE METAVERSE CONCEPT
“As humans, we have always longed for connection, whether with our loved ones or at work. So far connections were built around documenting and sharing our experience as images or videos, but with the metaverse, we can create and live shared experiences where we are fully immersed, connected, and beyond the physical limitations.“
Neeraj Gulati
Partner
Accenture Song
While the concept of the metaverse is still in its early stages, it is clear that it has the potential to revolutionize the way we interact with each other and experience the world around us. As technology continues to evolve and more companies invest in developing virtual experiences, we can expect to see the metaverse become an increasingly important part of our lives. This opens up new possibilities for collaboration, creativity, and social interaction.
3. SUSTAINABILITY WILL NOT JUST BE AN “AFTER-THE-FACT”
“Marketing that promotes sustainability is not only good for the planet, it’s good for business. Consumers are increasingly demanding environmentally responsible products and services, and companies that prioritize sustainability are more likely to build trust and loyalty with their customers.”
Simon Mainwaring
Founder
We First
In 2023, the concept of sustainability will no longer be just an “add-on” to business operations. In today’s world, it has become a critical aspect in strategy and the decision-making process.
Companies that prioritize sustainability are better positioned to succeed in the long term by minimizing their environmental impact, reducing waste, and creating a positive social impact. By integrating sustainability into their core business practices, companies can create a more resilient and sustainable future for themselves and for the planet.
4. SOCIAL MEDIA INFLUENCERS ARE STILL RELEVANT
“Even as technology advances and new marketing channels emerge, influencers remain a key driver of brand awareness and customer engagement. As social media platforms continue to evolve, it’s important for brands to stay attuned to the changing influencer landscape and adapt their strategies accordingly. But one thing is clear: influencers are here to stay and will continue to play an important role in marketing for years to come.”
Laura Joukovski
Chief Media Officer
TechStyle Fashion Group
Influencers establish strong connections with their followers. Therefore, they add a human touch to brands and foster more meaningful relationships with customers.
Their recommendations are greatly appreciated and taken into consideration by the people, groups and communities they engage with, resulting to significant engagement and returns in sales.
As we continue to navigate the ever-evolving landscape of social media, it is important to stay on top of emerging trends and technologies that are shaping the way we consume and create. There are many factors to consider when developing a successful strategy, and by understanding these trends and adapting to the changing needs of our audience, we can create content that not only engages but also connects with our followers in a meaningful way.
Looking towards the future, the power of personalized and authentic content cannot be overstated – and it will undoubtedly continue to drive innovation and success in the years to come.