The State of Social Media in 2023: How to Build Communities, Drive Sales, and Achieve Viral Success
Social media continues to rapidly evolve and shape the digital marketing landscape. As we head into 2023, it‘s vital for marketers to stay on top of the latest trends and best practices to effectively engage audiences, grow followings, and drive real business results on social platforms.
To cut through the noise and hone in on the social media strategies that truly move the needle, we surveyed over 1,000 social media marketers around the world. Combined with expert insights, this data paints a clear picture of the state of social in 2023, and what it takes to succeed.
Here are the key themes and takeaways that every marketer needs to know:
Building Active Communities is Crucial for Engagement
A staggering 90% of social media marketers say that cultivating an active online community is essential to a winning social strategy in 2023. Rather than just broadcasting content to a passive audience, brands need to focus on sparking conversations and forging connections between their followers.
Think of your brand as a party host on social media. It‘s not enough to simply put out a spread of content – you need to actively introduce people, get them talking, and make everyone feel welcome. That‘s how you keep guests coming back.
Some effective community-building tactics:
- Run polls, quizzes and Q&As to gather input and encourage interaction
- Share user-generated content and shine a spotlight on your top fans
- Host challenges, contests and giveaways with social sharing incentives
- Provide insider access/perks to reward your most engaged followers
When you make community-building a priority, your social channels become so much more than a one-way content distribution tool – they become a dynamic hub for your brand‘s biggest advocates to gather, learn from each other, and spread the word.
Social Media Emerges as a Key E-Commerce Channel
Social media is quickly catching up to traditional websites and marketplaces as consumers‘ preferred platform for discovering and purchasing products. A quarter of social media users age 18-44 have bought something in-app in the past three months, and 80% of social marketers believe this will become more common than buying on brand websites or third-party sites like Amazon.
The message is clear: social media shopping is no longer just a trend, but an essential part of any e-commerce strategy. To capitalize on this shift, brands need to focus on creating a seamless in-app shopping experience with:
- Shoppable posts that allow customers to go from discovery to purchase without ever leaving the social platform
- Product tags to highlight items in images and videos
- Detailed product catalogs organized by category
- Easy in-app payment options
Customer reviews, influencer partnerships, and educational content also play a key role in building trust and guiding social media users towards confident purchase decisions. By making the path from browsing to buying as short and frictionless as possible, brands can unlock the full potential of social commerce.
Unique, Platform-Specific Content Wins Out Over Repurposing
Gone are the days of copy-pasting one post across every social channel. Platforms are increasingly prioritizing content uniquely tailored to their specific format and audience – and penalizing lazy repurposing.
This doesn‘t mean you need to start from scratch for each platform. The key is finding ways to remix your core content pillars to suit the tone, trends, and best practices of each channel.
For example, a product announcement could translate to:
- A Twitter thread breaking down the key details and benefits
- An Instagram carousel showcasing lifestyle photos and use cases
- A quick TikTok unboxing video set to a trending sound clip
- A long-form YouTube tutorial or demo
- A LinkedIn poll asking your network‘s opinion on the new release
By putting in the extra effort to adapt your messaging for each platform, you can boost both the reach and impact of your social content. One-size-fits-all posting, on the other hand, is a recipe for getting lost in the algorithm.
The Rise of Social Search
For a growing number of users, social media is replacing Google as the go-to place to research brands and products. Over one-third of Gen Z say they prefer searching for brands on social apps vs. search engines.
There are a few reasons behind this shift:
- Social media surfaces more authentic, trustworthy content like user reviews and demos vs. polished marketing copy on websites.
- Relevant posts, people, and hashtags are surfaced organically on social based on a user‘s interests and behavior.
- Younger users are accustomed to discovering everything from news to entertainment primarily on social feeds.
To show up in social search results and get in front of your target audience, focus on:
- Using keywords and hashtags related to your brand/products in posts
- Optimizing your profiles with relevant phrases in your name and bio
- Encouraging customers to post reviews, mentions, and user-generated content
- Building your following to expand your organic reach
At the end of the day, the brands that will win at social search are the ones who walk the talk. If you focus on delivering real value and building genuine relationships with your audience, your social proof will speak volumes.
Funny and Relatable Content Enjoys Viral Success
Want your social content to be memorable and shareable? Humor and relatability are key. Two-thirds of social media marketers say funny content is the most effective type for their brand, followed by relatable content.
This doesn‘t mean your social presence needs to be all memes and inside jokes. The goal is to understand your audience‘s unique pain points, desires, and sensibilities – then craft content that connects on an emotional level.
Some ways to infuse humor and relatability into your social strategy:
- Poke fun at common frustrations or challenges in your industry
- Hop on trending meme formats and give them your brand‘s spin
- Showcase your company‘s lighter side with behind-the-scenes content
- Tap into nostalgia by referencing shared cultural touchstones
Of course, you never want to force humor that doesn‘t align with your established brand voice. The key is finding an authentic overlap between your identity and your audience‘s idea of funny. When in doubt, aim for "playful" rather than "slapstick."
Timing is Everything on Social
According to our survey of social media marketers, the best times to post across all major platforms are:
- 6 PM to 9 PM
- 12 PM to 3 PM
Evenings are when users are winding down and have more time to scroll through their feeds. During the day, lunchtime and early afternoon are peak times for taking a quick social media break.
The best day to post also varies by platform:
- Instagram: Saturday
- Facebook: Friday and Saturday
- Twitter: Friday
- LinkedIn: Monday and Wednesday
- TikTok: Saturday and Thursday (B2B) or Sunday (B2C)
However, timing is just one piece of the puzzle. No matter when you post, the quality and relevance of your content will ultimately determine its performance. Use timing best practices as a starting point, then dive into your own analytics to see what works best for your unique audience.
Instagram Reigns Supreme for ROI
Among all the major social platforms, Instagram takes the crown for generating the highest return on investment according to 52% of marketers. It also drives the most engagement and follower growth.
Instagram‘s highly visual, creative-driven environment provides ample opportunities for brands to showcase their personality and offerings in an immersive way. From Reels to Stories to livestreams, the platform continues to roll out innovative features to keep users hooked.
If you haven‘t already, make Instagram a central focus of your social strategy in 2023. Double down on creating thumb-stopping visual content, lean into new features like product tagging, and aim for a healthy mix of aspirational and relatable.
Customer Service Goes Social
76% of brands now use social media as a customer service channel, and for good reason – it‘s where many users naturally turn to for support. One in five social media users have reached out to a company via DM just in the past three months.
To deliver top-notch customer care on social, focus on:
- Setting up dedicated support handles or hashtags
- Actively monitoring mentions, comments, and DMs
- Responding as quickly as possible (ideally within an hour)
- Equipping your social team to either resolve issues directly or smoothly escalate to the right internal teams
- Proactively sharing helpful resources like FAQs, how-to‘s and product updates
By meeting customers where they already are and providing fast, friendly support, you can turn social media into a powerful tool for boosting satisfaction and loyalty.
Micro-Influencers Pack a Punch
Influencer marketing continues to be a major social media investment for brands, but a significant shift is underway in terms of the types of creators being prioritized.
A full 80% of marketers now focus on partnering with micro-influencers (under 100K followers), compared to just 16% who engage mega-celebrities. Why? Micro-influencers often drive higher engagement rates, come across as more trustworthy to their tight-knit audiences, and are more cost-effective to work with on a consistent basis.
To get the most mileage out of influencer campaigns in 2023, look for creators who are deeply aligned with your brand values and have an active, loyal community in your niche. Emphasize long-term ambassadorships over one-off #sponsored posts to build more authentic connections.
Content That Converts: What Brands Look for in Creator Partnerships
The #1 thing brands look for in potential influencer partners? High-quality, engaging content. Having a sizable following is important, but it‘s not everything – 45% of marketers say content quality is the top factor they evaluate when choosing creators to work with.
Other key criteria include:
- Brand alignment and shared values
- Consistent posting cadence and engagement rates
- Professionalism and communication skills
- Audience demographics and authenticity
If you‘re a creator looking to land more brand deals in 2023, focus on honing your content skills and carving out a unique voice in your chosen niche. Build a strong portfolio of work that showcases your personality and point of view. And don‘t underestimate the importance of being organized, responsive and easy to work with behind the scenes.
The Hottest Influencer Niches
Fashion, lifestyle, fitness and health are among the most popular categories for influencer marketing, followed closely by food, travel and family. If you‘re a creator in one of these niches, you may find more partnership opportunities headed your way in the coming year.
However, this isn‘t to say you need to switch gears and start posting about mainstream topics to be successful. There are plenty of thriving subniches and emerging verticals to explore, from vegan bodybuilding to van life. The key is to focus on creating the most authentic, compelling content for your specific area of expertise.
Navigating the Ever-Changing World of Social Media
From the rise of social commerce to the creator economy boom, 2023 is shaping up to be another year of fast-paced change and innovation on social media. By staying plugged into the latest trends – and always keeping your finger on the pulse of your audience‘s needs – you can ride each wave to new heights of growth and engagement.
Armed with these data-driven insights and proven best practices, you‘re well on your way to social media success in the year ahead. Remember: amidst all the shiny new features and shifting algorithms, the core of great social strategy remains the same. Be human, be helpful, and keep on experimenting. Here‘s to creating content that connects in 2023!
