8 data-backed recommendations for social media marketers in 2023 [Insights from 1,000+ Professionals]

social media trends change Fast,

Social media marketer looking at recommendations for 2023.

For example, consider how just a few years ago, influencer marketing was a new and intimidating concept to many marketers.

Fast-forward to 2023, and 81% of social media marketers say this year most companies will have an influencer as the face of their brand.

Some other key trend-changes: Building an active online community is now a critical component of a strong social strategy; Social media is becoming the preferred channel for customer service; And fun and relevant content wins out over more sophisticated posts.

Here, let’s explore 8 top data-backed recommendations for social media marketers to grow their audience, increase customer loyalty and engagement, and achieve higher ROI in 2023.

*The following data comes from upcoming data from HubSpot Blog Research social media trend status Report, as well as HubSpot Blog Research state of consumer trends,

Download Now: Social Media Trends in 2022 [Free Report]

8 data-backed recommendations for social media marketers in 2023

1. Build a strong social media community.

Tremendous 90% social media marketers Says that building an active online community is crucial to a successful social media strategy in 2023.

social media communities matter in 2023

Online communities can help you build stronger relationships with your prospects and customers, and ultimately provide more value. They enable your audience members to connect with each other and share tips related to your industry, and help showcase your brand as a leader in the space.

Social media communities are on the rise: In just the past three months alone, 20% of social media users joined an online community, while 22% actively participated in one.

If you’re interested in building a strong community in 2023, consider taking advantage of Facebook or Instagram, which are tied for #1 for the most effective platform for building a social media community.

Additionally, check out Why the HubSpot Social Team Developed a Private Facebook Group For more step-by-step instructions on how to successfully launch a Facebook group.

Which platform is most effective for building an active community on social media?

[COMING FEBRUARY 6] The State Of Social Media In 2023: Click Here To Set A Google Calendar Reminder

2. Leverage social media as an e-commerce platform.

social media is fast becoming a E-commerce platform with all capabilities To purchase products or services directly in-app.

For example, 25% of social media users aged 18-44 have purchased a product on a social app in the last three months – and is the social favorite product discovery channel for consumers aged 18-44.

This trend isn’t going anywhere, and will likely become increasingly popular in the new year. Roughly 80% of social media marketers also predict that consumers will buy products directly in social apps. Often 2023 as compared to brand websites or third-party websites like Amazon.

One of the biggest roadblocks to social selling is a lack of trust. Only 21% of social media users rate products sold in-app as high quality, and only 42% of social media users feel comfortable making a purchase on a social media platform.

People don't rate products as high quality on social apps

If you work in an e-commerce company, this is important for you Launch Shopping Features So that followers can buy your products easily without leaving the apps.

Additionally, you’ll want to leverage the power of customer reviews to build trust with your audience so they’re more likely to make an in-app purchase. Alternatively, working with an Influencer can help you build trust between their loyal followers and your brand.

3. Create a customer service strategy for social.

Rather than calling and placing a customer service representative on hold, many consumers these days prefer to get their questions or concerns answered over social media.

Social media is fast becoming a customer service tool. in fact, roughly 85% of social media marketers say social media will become consumers’ preferred channel for customer service In 2023.

Some quick statistics:

  • 1 in 5 social media users aged 18-44 have contacted a brand via DM for customer service in the last three months.
  • 42% of social media marketers provide customer service via DM as a primary responsibility of their job.
  • 75% of social media marketers say their company provides customer service through social.

It’s important that your company provides customer service on a platform your consumers frequent and love. to include a Customer Service Process in Your Social StrategyYou’ll want to run an audit to find out where your customers are, set up monitoring streams, track mentions, and create a system for getting quick answers to questions.

You may also want to consider setting up a dedicated social channel for support.

Additionally, you will need to identify which employees should answer customer questions. Right now, 43% of companies that provide customer service via DM have a customer service representative responding to customers, while 41% leave it to a marketer in charge of managing that platform. Another 13% use automation tools such as chatbots.

Who answers customer service DMs on social media?

4. Shift your focus from search engines to social search.

A few years back, marketers were largely focused on SEO as the primary marketing strategy for generating leads.

Nowadays, things have changed. Almost 90% of social media marketers think consumers will discover brands on social media more times than search engines in 2023.

I’m guilty of this: When I hear about a new skincare line, for example, I don’t Google the brand — I find their Instagram page.

And I’m not alone. 22% of millennial consumers already search for brands on social media platforms more than on search engines. It shoots up to 36% among Gen Z.

People who search through social more than search engines

It is important, then, that you shift your efforts to focus on optimizing your profile for social search. Some strategies for optimizing your profile include using relevant keywords and hashtags in your posts and your bio, making sure your username is easy to find, and making sure your usernames are consistent across accounts.

5. Skip the celebrities—and focus on micro-influencers.

If your business has the means, working with a major celebrity to reach a large number of followers may be compelling – but it’s not the best strategy for high ROI.

Compared to celebrities, micro-influencers are less expensive to work with, easier to establish long-term partnerships, and provide access to a tight-knit, engaged, loyal community of micro-influencers.

That’s why 80% of influencer marketers work with smaller creators (1K to 99,999 followers/subscribers), while only 16% work with accounts with more than 1 million followers.

Benefits of micro-influencers

Investing in an Influencer Marketing Strategy in 2023 Nice idea. Social media users often like to discover new products through an influencer, and influencer marketing can be an incredibly effective way to drive sales.

Influencer marketing has proven to be so effective, in fact, that 45% of social media marketers plan to increase their investment in influencer marketing in 2023.

6. Expect higher ROI from short-form videos.

short form video (generally considered to be any video under 60 seconds) has exploded in popularity in recent years.

For example, consider this recent HubSpot YouTube short video that garnered over 8K views with just a one-minute quick explainer on Lil Nas X:

Whether your brand chooses to invest in TikTok, Instagram Reels, YouTube Shorts or any other video platform, it is important that you test short-form videos to drive engagement.

Short-form video will grow more than any other trend in 2023 32% of social media marketers plan to invest more in short-form videos than any other format.

If you don’t test short-form videos with your audience, you risk losing your audience’s attention before they can convert.

If you’re not sure, consider:

  • 42% of social media marketers who don’t use short-form video yet plan to try it for the first time in 2023, the most of any format.
  • 59% of marketers already using short-form video plan to increase their investment in 2023, while 39% will continue to invest the same amount next year.
  • Short-form video is the preferred format for Gen Z and Millennials to learn about new products, so creating short-form video is also a powerful opportunity to reach Gen Z and Millennials.

7. Be relatable and fun with your social content.

People crave content that makes them laugh, and that helps them recognize a real human being behind a brand.

When it comes to brands posting on social media, a full 49% of consumers say relatable content is the most memorable to them, followed by funny content (36%).

Relevant content is most memorable for consumers

Additionally, 68% of consumers say that it is more important for social media content to be authentic and relevant than to be polished with high production value.

Which is great news for brands: You don’t need to spend thousands of dollars to create polished and highly edited videos; Often, an iPhone can do the trick.

In 2023, most social media marketers plan to invest heavily in relevant content, and funny content will see the second highest investment of any content type. To attract new audiences and compete in the space, it’s important that your brand considers how to create authentic and engaging posts.

8. Invest in Instagram.

In 2023, Instagram will topple when it comes to ROI and engagement, with Facebook tied for the highest-quality leads.

Instagram will see the most growth in 2023. In fact, 29% of social media marketers plan to invest more in it than in any other platform.

51% of social media marketers using Instagram plan to increase their investment in 2023, while 39% will remain the same. Furthermore, 36% of those who are not yet using it plan to take advantage of Instagram for the first time this year.

all of which is to say: if you haven’t made one Dedicated Instagram StrategyOr you have not fully invested time and resources in increasing your Instagram followers, 2023 is a good year to do so.

Which Social Platform Provides the Largest ROI?

Choose the descriptions that best fit your brand

Above, we’ve covered the biggest trends and changes in the social media landscape in 2023 – but that doesn’t mean you need to follow All To see the tremendous success of them.

Instead, rely on your own social analysis to determine what your audience wants. Perhaps you find that despite testing short-form videos, your prospects and customers still click on long-form videos more often. Or, maybe you find that funny content doesn’t work well with your brand voice, and instead choose to invest more in authentic content that matches your brand tone.

You know what’s best for your consumers, but hopefully these tips provide the inspiration you need to start testing, iterating, and improving your social strategy for 2023 and beyond.

Interested in learning more about social media in 2023? Click Here’s how to set a Google Calendar reminder for the full report on social media coming February 6th.

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