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There are approximately 4.89 billion social media users worldwide at the start of 2023. This is an increase from only 2.5 billion users in 2017.

Social media usage is expected to rise even further in the coming years. Experts predict that the most popular platforms will lose a significant number of users as new platforms eat away at their market share. People use social media on a daily basis, and businesses are flocking to it to reach out to customers.

Businesses are getting creative with social media to reach customers in order to avoid information overload. Organizations can use social media marketing to grow their business and reach out to different generations through the appropriate platforms. 

Approximately 58.4% of the world’s population spends an average of two hours and 27 minutes per day on social media. There are numerous new opportunities to use social media in various ways, such as videos, customer service, and social listening.

Staying current on social media and marketing trends can help businesses reach customers and stand out in a world of digital overload. Here are some of the most important social media trends for 2023.

10 Social Media Trends to Watch in 2023

Rise of TikTok with Gen Z

Overall, Facebook is the most popular social media platform. However, TikTok is the app of choice for the younger generation. It’s also gaining popularity faster than experts predicted. According to eMarketer, the percentage of Facebook users under the age of 25 will fall below 15% by 2023. This is in stark contrast to their predictions for TikTok, where 44% of users will be under 25 by 2023.

One-fifth of Generation Z (people aged 10 to 25) spends more than five hours per day on TikTok. According to a 2021 survey, TikTok videos are extremely effective for brands looking to market to Gen Z. Nearly 40% of people in Gen Z say TikTok videos are where they go to learn about new products and buy new products. Having such a captive audience means marketing money is flowing into TikTok at a never-seen-before rate. In early 2020, only 16% of marketers said they were using the platform. In 2021, that number was already up to 68%.

According to market forecasts, TikTok’s ad revenue will surpass that of YouTube in 2024. TikTok is expected to generate more than $11 billion in ad revenue in the United States that year. According to marketers, the platform’s effectiveness has also increased significantly. Only 3% of marketers said it was the most effective platform for achieving their business goals in 2021. In 2022, that figure had increased 700%, with 24% saying the platform was the most effective.

YouTube Shorts Take Off

Adweek reports that views on YouTube Shorts generate an average of 30 billion views per day.

The appeal of YouTube Shorts is twofold: creators who post on Shorts can attract more viewers to their long-form content while also increasing their subscriber base.

Furthermore, with the upcoming monetization opportunities for Shorts on YouTube, the platform will re emerge as a go-to for creators. Cha-ching.

AI Goes Mainstream 

The future has arrived, and artificial intelligence (AI) is now available in more places than ever before.

Forrester forecasts that AI software will grow 50% faster than the overall software market by 2023. Businesses can draft social media posts using AI content generation software such as ChatGPT, CopyAI, and Jasper.

While AI can help with copywriting, it cannot replace personalized and authoritative content created by a human writer. By outlining or reformatting existing content for other mediums such as social media or email campaigns, AI can assist in the creation of new content. More businesses can use AI tools to customize posts and captions to reach their target audiences by receiving recommendations on increasing user engagement.

While AI will never be able to replace originality, creativity, or thought leadership, we will see a lot more of it in the coming years.

Rise of LinkedIn Creators

LinkedIn is actually older than Facebook. So, why is it on our list of 2023 social media trends to watch? Two words: natural engagement.

Have you noticed that your LinkedIn feed is becoming increasingly cluttered with personal posts? What would you typically expect to see on your Facebook feed?

You’re not by yourself. From CEOs crying to overwhelmed parents posting photos of their children to breastfeeding advice, the platform has become significantly more personal than it was previously. Some users even use the platform to find dates.

Creators are flocking to the platform, injecting personality into their posts and establishing themselves as experts in their fields. There has even been an increase in the number of LinkedIn “Power Users” hiring ghostwriters to provide content to their devoted followers.

If you’ve ignored LinkedIn in the past, it’s time to reconsider.

Greater focus on platform-Specific Content

There are numerous social platforms available. Unless you have a large marketing team, sharing social media content across those platforms, let alone creating unique content for each, is a lot of work.

Of course, most marketers are aware that different types of content perform well on various platforms. Because each platform has a different audience, few brands will publish the same content on LinkedIn, Instagram, and Twitter.

But what’s the harm in duplicating content across platforms that are broadly similar, such as Instagram and TikTok? After all, both are highly visual, and both have a focus on video content since the launch of Instagram Reels.

Evidence suggests, however, that while duplication saves time, it frequently fails to deliver the desired results. Marketers who create unique content for each network, according to Hootsuite, are significantly more confident in the value — and performance — of that content.

Rise of Keyword Search & SEO

Move over Google — nearly half of Gen Z is using TikTok and Instagram for search instead. 

This means that if you want your content to get discovered, optimizing your posts with keywords is more important than ever.

In a broader sense, this change reflects how searching a topic on the internet has changed. Users are looking for a more exploratory experience with curated takes and personal experiences (think TikTok storytelling and honest reviews on Reddit).

Closed captioning as a default

Social media users have been scrolling through videos on silent since the beginning of time, or at least since 2008, when Facebook and YouTube launched their mobile apps. According to multiple studies, up to 85% of social media videos are watched without sound, particularly in public places. And viewers are 80% more likely to finish a video if it has captions.

It is likely that captions will be the default for all published video content in 2023, now that short-form video (read, TikTok) has eaten the internet. Because of three factors:

Instagram Reels

Since Instagram Head Adam Mosseri declared that all video posts would become Reels, the platform has emphasized the format even more.

This is not surprising given that Reels are a major discovery and engagement “hack.” And, despite fierce competition from TikTok and YouTube, it is anticipated that the platform will continue to prioritize Reels in 2023.

What’s the best part? The Instagram algorithm currently favors reels, and it is more likely to recommend them to people who do not follow the feed posts. That is enormous for social marketers.

Reels can also be found in a dedicated section of the Instagram app. The Reels icon at the bottom of the Instagram app’s home page opens a scrollable feed of trending Reels (a.k.a. Instagram’s version of the TikTok For You page).

Instagram Doubles Down on Creators

There’s a lot of talk about Instagram being “dead,” particularly among younger generations, but don’t write it off in 2023.

One of the reasons? The app continues to have over 1 billion monthly active users. Furthermore, while the average user may have some complaints, no one does it better than creators when it comes to content ideation.

Creators have built highly engaged communities that interact with their posts, click on their links, and support their business venture. In other words, they are Instagram’s trend setters.

And they know how to tell a story, whether it’s through a photo dump or a Reel with a relevant song.

Pay Transparency Between Brands and Creators  

One thing is certain for creators: exposure does not pay the bills. On social media, pay transparency is quickly becoming a popular topic of discussion: even big brands are being publicly called out for undercharging, implying that what used to fly under the radar no longer does. 

Furthermore, with the rise of apps such as Clara for Creators and Collab Scale advocating for pay transparency in the industry, the gap between what to pay (and what to charge) will only widen over time.

Social media is like the wild west; it’s always changing. While a new feature or trend can be overwhelming, it allows you to experiment and see what works best for your specific audience and goals.


Remember that the best way to stay ahead of the competition is to closely monitor trends. Trends come and go, so it’s critical to stay current and adaptable with your strategy. With trends changing so quickly, you’ll want to ensure that you can adjust your social media strategy as needed.

If your company does not have a social media presence in 2023, we recommend that you get one as soon as possible. Social media marketing is here to stay, especially given the success of social media platforms in 2022. Staying on top of social media trends is one of the best ways to keep your company competitive, and there are a few things you can do to keep your strategy up to date.

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