Social media is evolving rapidly, making it essential for businesses to stay ahead of the trends. Smartcom has analyzed the latest industry data to help marketers identify the most influential social media platforms in 2023. Let’s explore the key platforms and trends shaping the digital marketing landscape this year.
Instagram – The Best Platform for Audience Growth
Instagram continues to be the top social media platform for marketers in 2023, with a 35% year-over-year increase in usage. Marketers find that Instagram’s algorithm is one of the most accurate, helping brands expand their reach effectively.
- Growing user base: 36% of marketers who haven’t used Instagram yet plan to start in 2023.
- High ROI for social selling: Instagram provides the best in-app shopping experience, making it ideal for eCommerce brands.
- Engagement-driven features: Reels, Stories, and interactive polls keep users engaged and boost brand visibility.
With its rising influence, Instagram remains a priority for businesses looking to expand their online presence and increase customer engagement.
TikTok – The Power of Short-Form Video
Short-form video content is the leading trend in social media marketing, and TikTok is at the forefront. TikTok has seen a 15% YoY growth, offering brands a powerful way to engage audiences, especially Gen Z consumers.
- High engagement: 62% of Gen Z users are active on TikTok, spending the most time on this platform.
- Authenticity & virality: The algorithm rewards creative, engaging content, giving brands a chance to go viral.
- Influencer marketing potential: Many brands are leveraging TikTok influencers to promote their products effectively.
Marketers who invest in TikTok can expect strong audience engagement, making it a must-watch platform for 2023.
Facebook – The Leading Platform for Social Media Communities
Despite speculation about its decline, Facebook remains a dominant player, with a 12% YoY increase in usage. Facebook Groups and Live Audio features continue to drive meaningful community engagement.
- Best for community building: Brands can foster loyal customer bases through Facebook Groups.
- Live Audio growth: Facebook Live Audio is the top choice for marketers investing in audio content.
- Versatile marketing tools: Facebook’s ad platform remains one of the most effective for lead generation and brand awareness.
Businesses looking to strengthen customer relationships should prioritize Facebook as part of their social media strategy.
Live Audio – A Rising Trend in 2023
Live audio platforms are gaining momentum in 2023, with 23% of marketers planning to integrate them into their strategies for the first time. Among social media professionals, Facebook Live Audio has emerged as the most widely used platform, with 12% of marketers already investing in it.
This format provides a unique way to engage audiences in real-time, fostering direct and interactive conversations. As Gen Z and millennials increasingly consume audio content, brands leveraging live audio can build deeper connections and enhance their community engagement. Facebook Live Audio, followed by Twitter Spaces, is leading the way in this trend, making it a compelling opportunity for marketers to explore.
What Platforms Are Losing Traction?
Not all social media platforms are growing. Twitter has experienced a significant decline, with a 17% drop in usage YoY, while Twitch has decreased by 30% YoY. Clubhouse and Twitter Spaces, once popular for live audio interactions, are also losing ground as alternative platforms emerge.
How to Choose the Right Social Media Platforms
Marketers should evaluate social media platforms based on their potential for audience growth, engagement, and lead generation. In 2023, 90% of marketers emphasize the importance of building active online communities as part of a successful strategy.
Should You Follow Social Media Trends?
Consumer behavior is constantly evolving, and businesses that adapt quickly to social media trends can gain a competitive edge. However, not every trend will align with your brand’s goals. Smartcom recommends using data-driven insights to craft a strategic social media plan that enhances brand awareness and fosters engagement.
By staying informed on emerging trends and investing in the right platforms, marketers can maximize their digital impact and drive business success. Follow Smartcom for the latest insights in social media marketing.
Source: Hubspot blog.
