Authenticity is more in demand than it has ever been (hi, BeReal), and relatability is more important than ever. It is also time for brands to take some risks and make investments in content formats that are less refined. People despise marketing that is false and lacking in personalization, therefore it is imperative that you connect with your audience on a human level and ensure that they feel as if they are being heard.
Invest in TikTok
As it continues to grow in popularity, TikTok is a platform worth considering as part of your social media marketing strategy. It is especially helpful for brands looking to connect with a younger audience.
In addition, it isn’t as saturated as other platforms, making it a more affordable option for marketers. Additionally, it’s easy to work with influencers on TikTok — both micro and nano — who can help promote your campaigns.
TikTok offers a variety of advertising options, including in-feed ads (video, images, playable, spark and shopping), branded hashtag challenges, TopView ads, and carousel ads. Additionally, it offers a number of ways to engage your audience, such as product reviews and Q&As. This is a great way to increase brand awareness and drive sales.
Try BeReal
Brands aren’t afraid to try new formats and platforms. They’re embracing the premise that Gen Z is looking for a real-world digital social experience.
With BeReal, users receive a notification at a random time that says “Time to be real.” They have 2 minutes to take a picture, back and front camera, and post it to the app.
BeReal’s popularity suggests that people are tired of the filtered, staged photos on other apps. Authenticity will continue to be a major focus in 2023 as audiences gravitate towards organic less-staged content, photo dumps, and candids. Brands can jump on this trend by partnering with influencers to create relatable content that appeals to consumers. Then, they can promote it on their social channels. This will help increase engagement and visibility.
Invest in Audio
Last year, authenticity was in (hello, BeReal) and relatability was key (goodbye, overuse of filters). This year, social media marketing is all about community-led content and originality.
Video content continues to dominate the social landscape. A Cisco study and a Wyzowl survey both project that by 2023, 82% of all online content will be video.
Brands are becoming savvier about leveraging videos to boost their reach and engage consumers. In addition to creating their own videos, marketers are also embracing influencer-driven video content. They’re partnering with video-first influencers to amplify their thought leadership and build engagement. They’re also leveraging new platforms like Instagram Stories and Reels to share engaging and authentic experiences. This is one of the best ways to boost engagement and drive measurable results.
Try Instagram Reels
Instagram Reels are a great way to share behind-the-scenes content and give your audience an inside look at your business. They’re quick, easy to create, and can include bloopers or outtakes if you like.
Reels also get their own tab on the Instagram Explore page, which can help boost your reach. Plus, you can use the platform’s built-in tools to add filters, stickers, and other effects.
Keep in mind, that Reels are ranked by Instagram’s algorithm, so it may take time to see results. However, if you create authentic, engaging content that your audience loves, Reels can be an effective way to reach new audiences and grow your followers. So try experimenting with Reels and repurposing your posts for maximum impact.
Get Creative
It’s no secret that consumers have more choices than ever when it comes to the products and services they buy. With the proliferation of social media platforms, never-ending feature updates, and ever-changing consumer behaviors, it’s more important than ever for marketers to keep up with the latest trends in order to stay competitive.
Personalization isn’t just a trend that applies to consumers; it’s also becoming one of the hottest trends for businesses and brands. This is especially true when it comes to social media marketing, which has become a powerful way to connect with customers and build brand awareness.
But how can you make this personalization trend work for your business? The answer is to get creative. Try experimenting with new formats and platforms to see what works for your audience.