Social Media Platforms Marketers Should Watch in 2023

When you go to the App Store or Google Play and search “social media,” there are hundreds of apps to choose from. But, as the pool of social platforms grows, will any of them really change the game for marketers this year?

In our Social Media Trends survey, we asked over 1,000 social media marketers about the social media platforms they’ll be using in 2023, and we’ve compiled the data for you to find out. You can also listen below.

2023 social media trends

The hottest social media trends in 2023 are short-form videos and live streaming. Short-form video was also the top format used by social media marketers, and has the highest ROI.

This is no surprise, as the popularity of platforms like TikTok is increasing as time passes. Platforms like TikTok and Instagram allow creators to have more control over their content, create new media equipped with special effects, and leverage different channels to diversify traffic.

Understanding what other marketers are doing and taking advantage of social media trends gives you time to understand what works, putting you ahead of competitors who wait to see if someone Learn how the format works and demonstrate it before using it yourself.

To help you stay on the cutting edge of social media, we’ve put together a list of the major platforms and features that should be on your radar this year – all of which have grown in usage and user base.

Social Media Platforms Marketers Should Watch in 2023

Usage of social media platforms among social media marketers in the US changed from 2021 to 2022. Specifically, usage of Instagram (+35% YoY), TikTok (+15% YoY) and Facebook (+12% YoY).

1. Instagram

Social media marketers are expecting Instagram to grow the most in 2023, saying it has the most accurate algorithm and offers the best ability for brands to grow their audiences.

Instagram will also grow with first-time users, with 36% of social media marketers not using it yet and planning to try it in 2023.

The increased investment in Instagram is in line with social selling trends, as marketers say the app offers the best ROI for selling products directly on the app, and consumers say it has the best in-app purchasing experience. .

2. TikTok

As mentioned, short-form video is one of the most popular, top-performing, and highest ROI trends. Given this, it’s no surprise that TikTok’s usage has increased year-on-year as it caters to short-form videos. Marketers reported that TikTok offers the second-highest potential to grow viewership in 2023.

TikTok is a great platform to reach Gen Z, as our consumer trends survey found that 62% of the generation uses TikTok, and it’s also the platform they spend the most time on.

3. Facebook

Data shows that Facebook usage has increased significantly in 2022, so it’s worth watching in 2023. Especially considering that the top trend for 2023 is to invest in social media communities, and Facebook is the best platform to do so.

4. Live Audio Platform

Live audio chat rooms are the media format gaining the most popularity in 2023, and 23% of marketers plan to leverage them for the first time this year. Among social media marketers overall, Facebook Live Audio is the most popular platform (12% say they have invested in it).

Facebook Live Audio is also the most popular live audio platform supported by social media marketers who already use live audio, followed by Twitter Spaces.

This makes sense, because 80% of Gen Z consumers, a demographic that is constantly increasing their purchasing power, enjoy audio content because they can express their individuality and explore different sides of their personality. Can.

new social media platforms

In the ever-evolving landscape of social media, new platforms are constantly emerging, bringing new ideas and opportunities to both users and marketers. Here are some emerging platforms to keep an eye on.

threads

Launched by Meta in July 2023, Threads is one of the newest social media platforms on this list. Its arrival is timely given the technological and cultural changes Twitter (now X) has faced since Elon Musk’s acquisition in 2022.

Due to its integration with Instagram, Threads grew rapidly and reached 100 million active users within 10 days of launch.

Users can easily transfer their Instagram profile information and followers into threads, making the app easier to adopt. Additionally, users can embed Thread posts into their Instagram Stories and profile bios, generating more interest in the app.

lemon8

Lemon8 is a new social media platform owned by ByteDance (aka TikTok’s parent company). Although it was initially launched in Japan in 2020, it became available in the US and UK in February 2023.

Lemon8 is often described as a combination of Pinterest and Instagram, as it is a photo-sharing app where users can share and discover curated lifestyle content. Popular categories on the platform include fashion, beauty, and health & wellness.

substack

Substack is an online platform that enables writers, journalists, and content creators to publish and monetize their work through subscription-based newsletters. It provides an easy-to-use interface for writers to create and distribute their content directly to customers.

Substack also offers tools to manage subscriptions, collect payments, and connect with readers. The platform has gained popularity as a way for freelance writers to generate income and build a loyal audience without relying on traditional media outlets or advertising.

be natural

While other social media apps are full of materialism and superficiality, BeReal provides a platform where users can be real.

The photo-sharing app operates by sending you a notification at random times every day, prompting you to capture an actual snapshot of yourself and your surroundings in real time.

BeReal doesn’t offer any filters to users, nor does it give you much time to stage an insincere photo. Instead, it encourages users to share an authentic peak into their daily lives.

partial

With so many social media and communication channels, it can be hard to get the word out when hosting a party. This is where Partful comes in. This new social media platform aims to simplify the process of planning events and communicating with guests.

Partful allows you to create party pages for your events and invite guests with shareable links. The platform also allows hosts to create questionnaires, send event reminders, and collect funds through Venmo or CashApp.

When guests RSVP for the event, they can opt in to receive event updates on their phone and see who else is going. They can also share party photos on the event page and connect with other guests they met at the party.

Twitch

Twitch is a live streaming platform primarily used for streaming video games, eSports events, and other creative content. It allows users to watch live broadcasts of games being played by other players, as well as interact with streamers and other viewers through chat.

Twitch also offers features like subscriptions, donations, and a variety of streaming tools to enhance the streaming experience.

Which platforms are losing momentum?

According to the data, the platform with the biggest decline in usage is Twitter, with a change of -17% year-on-year. Twitch usage has also declined (-30% year-over-year), but it had the second-lowest usage among social media marketers in 2021.

Platforms like Clubhouse and Twitter Spaces surged in popularity during the start of the pandemic in 2020, but their growth and usage has slowed as other live audio platforms have grown.

For example, Clubhouse was one of the top emerging platforms/features that social media marketers mentioned investing in in our 2022 Social Media Trends report, but the 2023 report found that, among all social media marketers, Clubhouse It is ranked 5th in the list. Investment.

How to Determine Which Social Media Platforms Are Worth the Investment

Marketers determine which social media platforms are worth investing in based on lead generation, audience reach, and ability to drive traffic to your website.

A platform’s ability to create an active social media community around a brand is high on this year’s list, which aligns with the 90% of social media marketers who say an active social media community is key to a successful strategy in 2023. Building a social media community is important.

Should you follow the social media trends of 2023?

Consumer behavior changes rapidly in the digital sphere, and businesses that adapt to social media trends can find success.

If you keep track of this type of marketing research and tailor it to your target audience, you can create a great social media plan that increases awareness and shows your brand in a creative light.

Remember, not every trend will work to achieve your goals, so don’t venture into this new social media landscape without the latest data.

Editor’s note: This post was originally published in July 2019 and has been updated for comprehensiveness.