In 2022 we saw authenticity and relatability reach an all-time high, with the introduction of BeReal and the decreased use of heavy filters. As we enter 2023, it’s clear that social media is constantly evolving. This year, we have already observed a significant shift towards building consumer trust and relying on user-generated content (UGC). Staying on top of the latest social media trends can help your business grow. Papaya has put together five social media trends to help you stay on top of your digital marketing in 2023.
TikTok has become one of the fastest growing platforms in the world, with short form or bite size videos as its main content type. 60% of Gen Z and Millennials prefer bite sized videos, as they are easier to digest and captures the attention of viewers quickly and effectively.
As TikTok continues to dominate, more and more businesses are turning to the platform to increase brand awareness and connect with consumers. In 2023 TikTok is not going anywhere, and it is expected that even more brands will use TikTok as a key marketing tool. Leveraging TikTok trends and features help communicate and connect to their audience in a creative way. TikTok trends have become so popular due to their short life spam. Brands that jump on to these trends by creating humorous videos and turning shared experiences into memes are able to captivate and engage with their audience more.
A growing number of young people are turning to platforms like TikTok and Instagram for information and education. A recent study found that 40% of young people (age 18-24) now use social media platforms as their primary source of information, rather than traditional search engines like Google. Creators and brands have tapped into this space and utilised it as a key social media marketing tool by creating value in the social community by producing both, informative and entertaining content. We are going to see a continuous growth in edutainment in 2023, especially in topics that are taboo in society.
We can see the success of ‘edutainment’ as a key social media marketing tool in the health industry. For example, in the women’s health space we have seen doctors and pharmacists join social media to educate their audience about topics that are deemed ‘shameful’ and have created a community that is changing the way we think about women’s health. Many businesses are leveraging common experiences and incorporating their unique perspectives to educate and inform their audiences.
Not all trends need to be new, 2022 was the year of authentic social media marketing and it’s not going anywhere. The conversations around creators and business’s authenticity and responsibilities have been gaining momentum. In 2023, consumers will expect higher standards from brands and creators. They will have to work harder to maintain a positive image and earn consumer trust. We predict a growing trend among brands and creators will be to publicly speak out about social issues that align with their consumers’ beliefs and values. Brands who engage in unethical practices like greenwashing will face stronger backlash. This trend will also reflect the rising importance of social and political activism of consumers.
Consumers are demanding greater transparency in the products they purchase and consume, leading to a rising focus on health and sustainability in the hospitality, food, and beverage industries. This will result in brands being more open about their practices.
Authenticity plays a vital role in influencer marketing on social media. We see more influencers facing backlash for teaming with brands that don’t align with their values. As consumers demand higher standards, it is important for both brands and influencers to select the right partnership that aligns with their values and image to ensure it comes across genuine and authentic. Here at Papaya, authenticity is a key factor when we start to engage influencers for our clients’ campaigns. We always look for influencers that align with our client’s value and mission to get the best representation and that the collaborations are always sincere and genuine.
We believe finding happiness and joy are some of the most important things in life, with individuals looking for new and more meaningful ways to care for themselves. Social media plays a vital role in highlighting the evolving relation (priority) between people, work and lifestyle.
In 2023, the trend of promoting joy and empowerment through social media is expected to grow. Content that focuses on helping people discover their own sense of empowerment and happiness will become increasingly popular. In particular, we have seen this trend grow within the food and beverage industry as creators attempt to challenge the negative attitudes towards food and inspire their followers to listen to their body. One example of this is demonstrated by our client Strength Meals Co, which advocate for fuelling your body with high-protein nutritious meals to reach life’s goals and enjoy life however you choose.
As authenticity and reliability have become the key factors in consumer’s decision making, the age of UGC will flourish in 2023. Social media has made it easier for individuals to share their experiences and opinions to an online audience, providing them with unfiltered and honest reviews of products and services. In 2023, we are going to see an increase reliance on UGC, as consumers want genuine and trustworthy information about products and services. We especially see this in the hospitality and food industry, as many individuals are turning to social media for restaurant recommendations and FMCG products. For all our hospitality clients, we leverage UGC by incorporating into our social media content plans to enhance credibility and reliability.
Papaya Agency’s Social Media Manager, Tash Chapman, who manages multiple social media accounts shares her recent experiences in dealing with social media scamming attacks on Instagram