Developing a smart social media marketing strategy is no more a choice for marketers but is a need of the hour. Okay. But, why?
The answer lies within your mobile phone. Go see the most used application in your usage history. Chances are the top three would include at least one social media platform.
Do you know using social media is one of the most commonly performed online activities on the Internet? Backed by stats, there are more than 4.59 billion active users (as of 2022) and the same is projected to increase up to 5.85 billion by 2027.
And then cherries on the top - easy availability of high-speed Internet and soaring integration of mobile devices.
All these facts put social media platforms on the throne when it comes to driving d2c growth, or for that matter, the growth of any business.
In fact, top industry professionals cite social media as an exceptional medium to drive - exposure, customer loyalty, lead generation, and website traffic.
In this article, we are going to talk about the 11 upcoming trends in the world of social media that could help you leverage the power of these networks.
11 hottest trends for your social media marketing strategy
Calling micro-influencers to rule
Micro-influencers are individuals with a smaller following who are considered experts in their niche or industry. As brands continue to look for more authentic and cost-effective ways to reach their target audience, we can expect to see an increase in the use of micro-influencers for marketing campaigns.
The growing interest in off-beat platforms
Though a major portion of the users primarily come from Facebook, followed by other channels like Instagram and TikTok, platforms like Snapchat, LinkedIn, and Pinterest are also being loved by the users due to the unique features they provide. As these platforms continue to evolve and offer new features while still sticking to their authenticity, it is likely that their popularity will continue to grow among users, making them an integral part of d2c growth.
For instance, Snapchat is known for its interactive filters and ephemeral nature, making it a popular choice for younger users.
Pinterest is a visual-based platform that allows users to discover and save ideas for fashion, home decor, and more, making it a popular choice for those looking for inspiration and DIY projects.
LinkedIn is a professional networking platform, where users can connect with colleagues, share industry insights, and find job opportunities, making it a popular choice for professionals looking to expand their network and advance their careers.
Short-form videos engage the most
The growing popularity of video content among audiences of all ages cant be neglected. Videos on social media rank third when it comes to streaming online video content after movies and TV shows, and short-form video content is the most suitable type. This trend has been driven by the growing demand for bite-sized, easily consumable content that can be viewed on the go.
The popularity of short-form content started with TikTok which allowed users to create and share 15-second videos that could be edited with music, text, and other elements, and shared with friends and followers. However, the entrance of Instagram Reels and YouTube Shorts is a clear signal of the bright future of short-form video content for d2c marketing.
Consumer awareness towards society and the environment
The increasing trend of sustainability and inclusiveness in d2c marketing is a reflection of the changing attitudes and values of consumers and society as a whole. Consumers are becoming more aware of the impact of their purchasing decisions on the environment and are looking for brands that align with their values.
Brands are responding to this trend by promoting sustainable practices and products through their social media marketing strategy. Some examples may include;
Highlighting environmentally-friendly materials, reducing waste, and promoting sustainable production methods.
Partnerships with environmental organizations and campaigns that promote sustainable practices.
The same goes with inclusiveness as the brands are recognizing the importance of diversity and representation in their marketing and therefore, may highlight diverse models, promote inclusive messages, and working with influencers from diverse backgrounds.
Introduction to Metaverse
The Metaverse is a virtual world that allows users to interact with each other in a fully immersive and interactive environment. This concept is gaining traction as technology continues to advance and the demand for more immersive and personalized social experiences increases.
Using virtual reality, augmented reality, and artificial intelligence, to create and customize personalized virtual avatars, explore virtual worlds, and interact with users in real-time is highly likely to be seen in d2c marketing. This will create new opportunities for brands to engage with consumers, as well as for users to connect with each other in new and exciting ways.
Flourishing Influencers Economy
The influencers economy has been on the rise in recent years, with more and more individuals and businesses turning to social media influencers to help promote their products and services. This trend is driven by the growing popularity of social media platforms and the increasing number of people who use them to connect with others, share information, and consume content.
One of the main reasons for the growth of the creator economy is the increasing influence that social media influencers have on consumers. Many people trust influencers more than traditional advertising and are more likely to purchase a product or service if someone has recommended, they follow on social media. This has led to a surge in brands partnering with influencers to promote their products and services. These creators are highly engaged with their audiences and have built large followings, making them powerful marketing partners for d2c content marketing.
Controls in the hands of the users
Decentralized social networks (DSNs) are a growing trend in social media that aim to decentralize the control and management of online communities. Unlike traditional centralized social networks like Facebook and Twitter, which are controlled by a single company or organization, DSNs are built on decentralized technologies like blockchain and peer-to-peer networks, which allow for a distributed and decentralized control of the platform. This means that instead of relying on a single entity to govern and moderate the platform, the community of users collectively governs and moderate the network. This can provide greater transparency, security, and autonomy for users, but it also means that there is no single entity responsible for moderating content or protecting user data.
Though we cannot expect this trend to completely overrule in 2023, the mighty players are highly likely to be experimenting with the same to ramp up their social media marketing strategy.
Paid Ads
Paid ads allow brands to target specific audiences and increase engagement and conversion rates. The brands are now leveraging personalization to run these paid ad campaigns by using data collected from social media platforms, such as user demographics, interests, and behavior, to tailor the ad content and messaging to the individual user. One of the main benefits of personalized ads is that they allow brands to reach their target audience more effectively.
For example, a fashion brand could use personalized ads to show different clothing options to men and women or to target specific age groups. This can lead to higher click-through rates and conversion rates, as users are more likely to engage with ads that are relevant to them.
Being vocal about social issues
Consumers are becoming more aware of social issues and favor brands that take a stand on them. Brands are also starting to realize that they need to be more vocal about their values and commitment to social justice in order to attract and retain customers.
In fact, many digital marketing companies leverage this technique for scaling their clients’ ORM (Online Reputation Management).
For example, brands are using their social media platforms to support campaigns for racial justice, gender equality, and LGBTQ+ rights. They are also using their platforms to speak out against discrimination and hate speech.
With time, this trend is only supposed to get richer.
Leveraging Predictive Analytics
Predictive analytics is a rapidly growing trend in many industries and is now all set to enter the marketing industry in 2023. This advanced technology uses data and machine learning algorithms to analyze patterns and make predictions about the future behavior and actions of consumers.
Till now, Predictive Analytics is only being used by big digital marketing agencies in form of social listening and sentiment analysis to track and analyze data, however, there are fair chances to see other companies experimenting with the same.
Predictive analytics will be most likely seen for gaining insights on customer-related data along with content creation and distribution, optimizing the timing and distribution of their content, etc.
Social media Commerce
Social media commerce is considered when businesses use social media platforms to sell their products and services directly to consumers.
This can include features such as shoppable posts, Instagram checkout, and Facebook Marketplace. This trend has been driven by the increasing use of mobile devices and the growing popularity of social media.
With a global sales estimation of worth 992 billion US Dollars in 2022, the boom of social media commerce is all set to ramp up in 2023.
Summing up…
Overall, companies and brands are recognizing the potential of short-form video content, brand involvement, metaverse, creator economy, personalized ads, and many other trends to contribute to their d2c growth. One thing is sure, only brands that will be able to align with the new trends (these or others) will be better positioned to connect and engage their target audiences.
So, don’t waste your time and revamp your social media marketing strategy by incorporating the above-highlighted trends or you can take the help of a digital marketing company to do the same for you.