Introduction
Social media marketing has evolved significantly over the past few years. As social platforms grow and algorithms change, marketers must adapt their strategies to stay relevant. In this article, I will discuss the latest social media marketing trends and strategies to help your brand succeed in 2023 and beyond.
Social Commerce
Social commerce is one of the biggest emerging trends. Platforms like Instagram, Facebook, Pinterest and TikTok are making it easier for people to shop directly from social posts.
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Instagram recently introduced Instagram shopping tags, allowing businesses to tag products in posts and stories. Customers can tap to view products and pricing without leaving the app.
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TikTok launched TikTok shopping to let brands create in-feed shoppable video ads.
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Pinterest launched a new “shop” tab in user profiles to showcase products.
As social platforms expand shopping features, brands should take advantage by:
- Tagging shoppable products in social posts and stories.
- Creating video ads that showcase products.
- Curating shoppable profile catalogs or product pins.
Social commerce streamlines the path from discovery to purchase. Audiences can get product info and buy directly from social platforms.
Live Video
Live video streaming is massively popular right now. Platforms like Instagram Live, Facebook Live and TikTok LIVE are prioritizing live content.
Live video helps brands in several ways:
- It’s authentic and raw. Live video feels more genuine and creates engagement.
- You can interact in real-time. Respond to comments and questions during the broadcast.
- It’s ephemeral. The FOMO factor incentivizes people to tune in live.
Some best practices for live video include:
- Go live consistently. Establish a regular broadcast schedule.
- Tease the broadcast ahead of time. Promote the time and topic to generate excitement.
- Engage with viewers. Answer questions, poll the audience and acknowledge comments.
Brands shouldn’t overlook the power of live video. It can bring audiences closer to your brand in an authentic way.
Short Form Video
Short form video has exploded, with TikTok leading the way. Short form refers to bite-sized videos under 60 seconds.
Short form video appeals to mobile audiences with short attention spans. Some keys for mastering it include:
- Being concise and captivating. Hook viewers immediately.
- Using music creatively. Songs and sounds grab attention.
- Encouraging sharing and challenges. Make videos people want to duet or stitch.
Even on platforms like Instagram Reels, short form video performs exceptionally well. Brands should test making bite-sized social videos to complement standard posts. The compact format lends itself to trends, challenges and viral content.
Interactive Content
Social media users today expect engaging, interactive content. Simply posting static images and text often won’t garner much traction.
Some types of interactive content that perform well include:
- AR filters and lenses. Overlay fun effects and characters on selfies.
- Polls and surveys. Crowdsource opinions and encourage shares.
- Quizzes. Let audiences test knowledge and get shareable results.
- Shoppable content. Enable direct purchases with tags.
Finding ways to make stagnant posts more interactive can raise engagement. Even simple tactics like adding a poll or question can get more responses.
Impact-Driven Content
With many current events and social causes, audiences expect brands to use social media for good. Impact-driven content that highlights social responsibility performs well.
Some impactful content tactics include:
- Raising awareness. Share information and resources about causes.
- Promoting activism. Encourage audiences to get involved in issues.
- Giving back. Spotlight charitable initiatives and donations.
- Supporting communities. Uplift minority voices and creators.
Brands that avoid social issues today often face backlash. Audiences want companies to take stands on social justice, sustainability and community.
The Rise of Virtual Influencers
Traditionally, influencer marketing focused on partnering with real people. But recently, computer-generated “virtual influencers” gained popularity.
Virtual influencers are fictional CGI or animated characters with real social media presences. Some examples include Lil Miquela, Knox Frost and Imma.
Potential benefits for brands include:
- 24/7 availability. Virtual influencers never take breaks.
- Total control. Every post and narrative aligns with branding.
- Built-in audiences. Many virtual influencers have millions of followers.
Partnering with virtual influencers may enable increased branded content and availability. However, authenticity is crucial – audiences want realistic looking virtual avatars with engaging backstories.
Data-Driven Content Strategy
With platforms constantly evolving algorithms, marketing based on hard data is essential. Brands should use analytics to guide content.
Some key data points to analyze include:
- Engagement rates. Interactions divided by reach.
- Audience growth. Follower or subscriber gains.
- Website traffic. Site visits driven by social posts.
- Sales Impact. Correlations between content and conversions.
- Competitor analysis. Their top-performing content styles and topics.
Let data guide decisions around content types, topics, formats and more. Numbers don’t lie – lean into what consistently performs best.
Final Thoughts
- Social media marketing evolves rapidly. Flexibility and adaptation are key.
- Make social content shoppable via integrated stores or tags.
- Prioritize live video and short form video tailored to apps.
- Look for ways to add interactivity to each post.
- Focus on driving social good and impact.
- Consider partnering with virtual influencers.
- Analyze performance data and make data-driven decisions.
Follow these tips to keep your brand’s social media marketing fresh, engaging and effective. With some strategy adjustments, you can stay on top of changing trends and grow your audience.
