Social Media Trends Q3 2023
So we have entered the final month of Q3… Let’s get into the ever-changing world of the digital realm.
Social media is evolving — Twitter, now known as X, is currently going through some major changes. It’s a bit like watching a beloved character in your favorite TV show going through a plot twist that no one expected. Then there’s Facebook, working hard to recover from its metaverse hiccups. Instagram is having an identity crisis trying to make it to every trend. Meanwhile, TikTok is riding high in popularity & making everyone else take notes, despite government attempts to limit its reach.
Social has turned away from photos of friends and family and toward creator-driven content recommended by algorithms. Video-forward platforms like TikTok and YouTube lead this trend.
In no particular order, these trends stood out for me.
TREND #1 Short-form video reigns
Wyzowl State of Video Marketing 2022 Report Short-form, vertical video will (continue to) dominate. TikTok’s explosive rise has paved the way for platforms like Instagram Reels and YouTube Shorts to embrace this format. In 2023, we’ll see big growth from YouTube Shorts, which generated an average of 30B views per day last year — and that number is only expected to rise. Still, TikTok isn’t slowing down this year, and the platform will likely hold onto its spot as the top destination for vertical short-form video.
What It Means for Brands:
✅ Create relatable, short-form videos that connect with your audience.
✅ Adopt the “edutainment” approach, offering bite-sized, informative content.
Examples (click to watch):
🎯Chime — Fintech company Chime strikes a balance on TikTok between humor and helpful money management tips.
🎯 The Washington Post — This one leans fully into creating TikTok-native videos to tell top news stories in an informative, comedic way.
TREND #2: Social Media App Decentralization
Emerging social platforms are having a moment — but not taking over (yet). As legacy social media staples like Facebook, X, and Instagram lose appeal, many users are looking for alternative ways to connect. Enter platforms like Threads, BeReal, BlueSky, Mastodon, and Gas, which are filling this need for a new type of social media: more positive, less toxic, and all about real connection. More established platforms like Reddit, Discord, Twitch, and Tumblr are also seeing a resurgence in popularity and relevance as people look for viable alternatives.
So are Facebook, Instagram, and X over? Nope. Globally, Meta’s “Family of Apps” (Facebook, Instagram, Messenger, & WhatsApp) are used by 3.71 billion people — nearly half of the world’s population. But 2023 marks a key turning point where individuals, especially Gen Z, are more willing than ever to rethink how (and where) they do social media.
What It Means for Brands:
✅ Don’t rush to join every emerging platform; strategically choose platforms aligned with your target audience.
✅ Consider reaching specific audiences on platforms like Reddit for coders or Twitch for gamers.
TREND #3: New Tech Goes Mainstream
We’ll see increasing experimentation with how to leverage AI, AR, and VR. In 2023, the hype around AI and how it could revolutionize all types of marketing, social included, is only getting started. But how will people, platforms, and brands actually use new tech like AI, AR (Augmented Reality), and VR (Virtual Reality)? And is the metaverse even still a thing?
What It Means for Brands:
✅ Understand how AI, AR, and VR work on specific platforms.
✅ Be willing to experiment with these technologies to create unique customer experiences.
TREND #4: Community Takes Center Stage
Niche communities are becoming more central to how people connect on social. Digital spaces where users can connect with like-minded people are thriving — think Discord servers, Subreddits, and even Facebook groups. TikTok is well-positioned here too, where communities like #BookTok, #FashionTok, or #TiredMom proliferate. Similarly, brands that successfully create digital spaces for their customers will have an advantage — especially in a cookie-less future where access to customers is increasingly valuable.
What It Means for Brands:
✅ Show up authentically in digital communities where your audience spends time.
✅ Create niche content that resonates with dedicated audiences and builds brand loyalty.
⭐️ Gold star for brands that create a digital space to nurture relationships and build brand loyalty.
Examples (click to watch):
🎯 Instant Pot’s Facebook Group is 3.2 million members strong. Members swap recipes, tips, and tricks — and Instant Pot shares updates to a targeted, engaged audience with no need for cookies or advertising.
🎯 IYKYK: Inside jokes + internet humor are how niche digital communities interact, as seen with the New York-based Instagram @nolitadirtbag. Brands that understand their audience’s sense of humor will cut through the noise and build loyalty.
🎯 To foster engagement, Lego created Lego Ideas a collaborative online community where over 1.8 million Lego fans can submit ideas for new Lego products like the fan-ideated Friends Central Perk café.
TREND #5: Micro-influencers capitalize
Smaller-scale content creators with engaged audiences will thrive. With the rise of TikTok and niche digital communities comes a corresponding rise in micro-influencers (and nano-influencers too) — content creators who may have a smaller following but are able to reach a hyper-engaged audience. Bigger influencers will still be around, but follower count matters less in an era fueled by algorithm recommendations. Micro-influencers are able to produce high-quality, engaging content that feels more authentic and relatable to audiences.
What It Means for Brands:
Micro-influencers are driving both conversations and conversions. Brands that work with influencers should look beyond big followings and consider how to partner with smaller creators — whether that’s through UCG, an official partnership, or organic interactions online.
TREND #6: Social commerce expands
People are shopping more on social — partly because #TikTokMadeMeBuyIt. Despite recession worries, last year saw record-breaking online Black Friday/Cyber Monday sales — much of that fueled by social media, especially TikTok, Instagram, and Facebook. And while TikTok’s livestream shopping trend hasn’t taken off as quickly in the West compared to Asian markets, the number of buyers on the platform is growing at lightning speed.
What It Means for Brands:
As people increase their online shopping behaviors, brands should lean into social commerce touchpoints: online storefronts, easy checkout, and perhaps even a live shopping event as part of a larger digital strategy.
TREND #7: Sustainability Demands Action
Beware of greenwashing: All talk with no action won’t fly on social media. U.S. consumers remain concerned about climate change, but with crisis fatigue, they are tired of the sustainability discourse. Americans are particularly aware of “greenwashing,” when companies position themselves as eco-friendly without the policies and practices to back it up.
People still expect brands to take steps to protect the environment and promote sustainability, but they’ll be quick to criticize companies that mislead or overstate their environmental impact.
What It Means for Brands:
Brand reputation matters with today’s consumers more than ever, but that doesn’t mean empty PR. Social media should reflect real commitments to sustainable practices, whether this takes the form of educational content, an innovative product launch, or a TikTok campaign.
Examples (click to watch):
🎯 HP highlighted their sustainability practices — from recycling hardware and ocean-bound plastic to human rights equity in their sourcing — through their TikTok #HPRadicalReuse hashtag challenge. The campaign netted millions of user videos and more than 21.9 billion video views
🎯 Barbie launched a new doll made from recycled plastic honoring ethologist and conservationist Jane Goodall, as part of their new Inspiring Women series. The certified carbon-neutral doll reflects parent company Mattel’s increasing shift toward using recycled plastic in its toys.
Here’s how NOT to do sustainability on social media:
❌ BP reportedly spent £800,000 in the U.K. on social media ads highlighting investments in green energy. Critics accused the company of “greenwashing” as the company makes record profits on fossil fuels amid Europe’s soaring energy costs.
2023 Social Trend Takeaways
✅ Embrace authenticity — Encourage customers to connect with your brand, inspire curiosity, and build long-term loyalty.
✅ Create short-form videos that capture attention, provide value, and create opportunities for monetization. Video leads as the most effective format with the highest ROI.
✅ Craft innovative experiences that positively impact the consumer journey, from engaging with users during gaming to providing AR-enhanced shopping.
✅ Plan multi-channel campaigns, unite search and social; use UGC from your followers in email campaigns. For every channel added, this improves ROI by up to 35%, according to Analytic Partners.
What’s your take on these trends? Which ones do you think will have the most significant impact?
