People’s lives and daily routines have become inextricably linked to social media. Some people are so addicted to it that the first thing they do when they wake up is check their social media feeds. So what is social media trending? What Mean So what is social media trending? Here is your ultimate guide to social media trending.?Here is your ultimate guide to social media trending.
Given the importance of social media in the lives of consumers, marketers and businesses flock to social media platforms in the hopes of connecting with their target customers. However, there is a lot of content on social media, and the competition is fierce. It can be difficult to stand out if you do not have a clear social media marketing strategy.
Crisis Management in Social Media Will Be Required
More than 95% of businesses anticipate a crisis within the next two years. The issue is that many businesses still do not have a crisis response team or a crisis plan in place.
Social media platforms have evolved into a vehicle for rapidly disseminating information. This includes both minor and major issues. When left unaddressed, a seemingly minor issue can grow into a much larger one, causing significant damage to your business, including financial and reputational harm. Peloton is one such example.
The Tread and Tread+ machines were recalled following an accident that resulted in the death of a six-year-old child. Despite the urgency of the situation, Peloton did not respond immediately, recalling the products in question only a month after the incident. As a result, it received criticism from consumers and social media users.
Authenticity of brand will be the way to go
It’s no secret that consumer behavior is constantly changing. Consumers nowadays expect authenticity from brands, with 86% saying that transparency is more important than ever. Aside from transparency, today’s consumers expect businesses to foster genuine human connections and to create an emotional connection with a brand. One way brands can foster authenticity is by empowering their leaders to be more proactive on social media.
Transparency, in addition to fostering long-term trust, can help consumers continue to do business with a brand even during a crisis. Millennial consumers in the same survey, for example, want brands to be more transparent on social media, with 69% wanting a company’s CEO to have a “personal presence” on social media channels and 71% believing that CEOs have the power to make a positive impact when they’re transparent.
Furthermore, when brands work to develop more authentic relationships and deeper connections with their customers, they are more likely to reap a slew of benefits, including improved brand reputation and higher sales figures.
The use of social media as a shopping outlet will continue to be popular
We saw the steady rise of social commerce in 2022, which allowed social media users to buy products directly on social media. Social media platforms are expected to remain popular shopping destinations for consumers in 2023.
Furthermore, global social commerce sales are expected to reach $6 trillion by 2026, with the United States having approximately 108 million social buyers by 2025.
36% of social media users purchased a product directly from Facebook, while 24.5% of consumers used Instagram to buy products on social media.
This trend is quickly catching on on social media platforms. For example, Facebook has launched its “Facebook Shops” feature, which allows businesses to create a “Shop” complete with product listings, the ability to let users add these products to their shopping cart, and the ability to purchase such products directly from a dedicated checkout page.
Furthermore, once a business has established their Facebook Shop, they can integrate it with their Messenger account, providing their audience with a more seamless shopping experience.
Social media platforms will be dominated by short-form and bite-size content.
Video content is expected to dominate online content in the coming years. Given that 86% of businesses already use video as a marketing tool, this prediction is relevant. However, short-form and bite-sized content will be highlighted. Aside from potentially increasing audience engagement, they can be invaluable tools for marketing and education, with the same report stating that 73% of people prefer to watch a short video to learn more about a product or service.
Brands can also drive engagement with bite-sized content, such as short-form videos, even if today’s audience has a shorter attention span, with the average human attention span now clocking in at 8.25 seconds. Twitter, for example, introduced Fleets, a feature similar to Snapchat Stories in which posts or videos are deleted after 24 hours.
Third-Party Cookie Elimination
Third-party cookies are expected to become obsolete by 2023. While third-party cookies enable brands to provide more personalized experiences to their customers, they are facing backlash as privacy concerns grow. Furthermore, customers are becoming dissatisfied with the situation and are looking for an immediate solution.
What does this have to do with brands and social media platforms? Measures such as the development of reliable first-party solutions are expected to be implemented in the coming years. Furthermore, as laws and regulations similar to the GDPR continue to be developed around the world, brands and social media platforms will have to prioritize consumer privacy and transparency.
AI Will Play a Significant Role in Post-Recommendation (Facebook and Instagram)
AI will have an even bigger year in 2023. More content on social media platforms, such as Facebook and Instagram, will be recommended by AI to increase user engagement. For example, Facebook is implementing measures such as displaying more recommended content in a user’s newsfeed. This enables TikTok-style discovery via the For You page.
Integrations may become more important on social media platforms.
Integrations will continue to gain traction on popular social media platforms. Facebook, for example, is developing digital avatars to encourage engagement, particularly in the metaverse. Instagram will also rely on integrations for creating various content forms in order to support creators and empower them to create content in the metaverse. Other social media platforms will most likely follow suit.
Interactive Ads Will Gain Popularity
AR and VR, as examples of extended reality technologies, have created new opportunities for user engagement. Filters are a popular application for such technologies. They can, however, be used to provide better shopping experiences to a brand’s audience, for example, through interactive ads. This type of advertising allows users to participate in the ad experience rather than blocking it with ad blockers or skipping it entirely. Allowing users to take part in such a “experience” increases their likelihood of engaging with a specific brand or product. Aside from increasing audience viewing time over traditional ads, the use of interactive ads can help drive brand awareness.