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TikTok Is Becoming the Most Popular Social Platform for social advertising trends-
TikTok is no longer the new kid on the block. The social media behemoth has risen dramatically in recent years; according to eMarketer, U.S. adults will spend 18.6% of their social media time on TikTok in 2024, up from 4.5% in 2019. For good reason, brands are moving beyond platform testing and growing their budgets and it has become a social advertising trend. TikTok users are 1.5x more likely than other platform users to buy something they discovered on the site right away, and one in every three consumers has purchased a product after seeing it on TikTok in the last year. Because consumers spend hours of their day on TikTok, it makes sense for brands to meet them where they are scrolling. We predict TikTok’s momentum will continue far into 2023 and beyond, so if you’re not already on the site, now is the time to start.
Brands Will Increase Their Spending on Influencers and Creators
As marketers, we know that influencer and creator collaborations are nothing new, yet we can’t deny that they continue to work well for businesses and it is a social advertising trend. Brands are getting more deliberate in their approach to working with influencers. The days of being preoccupied with following counts are long gone. It’s now all about who an influencer reaches and whether they can represent your business genuinely and authentically (don’t forget about micro-influencers). Rather than partnering with influencers on a one-time basis, many firms are aiming to develop long-term partnerships with them. It is critical to seek out influencers and producers who are lovers of your brand or product and this will become a social advertising trend.
Marketers are increasingly relying on user-generated content (UGC).
User Generated Content (UGC) is any content (for example, photographs, videos, unboxings, etc.) that is shared on social media sites such as Instagram, TikTok, or Facebook. UGC is generated by brand creators and users rather than by the brands themselves. Given the rising importance of authenticity and word of mouth on social media, this content is incredibly valuable. We anticipate that UGC will rise in 2023 and that many brands will collaborate with UGC authors for sponsored social media content as well. UGC enables brands to present their products in a user-friendly manner and it is one of the social advertising trends. This type of content is also relevant to social commerce, as many UGC campaigns impact purchases on social media sites.
The Consumer Interest in Social Commerce Will Increase
Global social commerce sales will reach $492 billion in 2021. While it is an astounding number in and of itself, Forbes predicts that sales will nearly triple by 2025, reaching $1.2 trillion. When it comes to making the road to buying more frictionless, social commerce is the new social advertising trend. With more people using social media in their daily lives, incorporating shoppable experiences immediately within an app is a no-brainer.
Shorter videos will result from shorter attention spans.
Consumer attention spans will be shorter in 2023. Consider how rapidly you scroll through Instagram, TikTok, or other social media platforms. As a result, marketers have a narrower window to capture consumer attention, and developing relevant, yet bite-sized videos will be a more important social advertising trend as we enter the new year.
According to a Microsoft study, customers’ attention span is now eight seconds, down from 12 seconds in 2000. Are you successfully capturing their attention when it counts? Consider experimenting with different video lengths, recycling content, and ensuring you’re presenting the correct story to the right audience in 2023. Because time is limited, make the most of it and grab a social advertising trend.
More Platforms Are Adding AR/VR Capabilities
Consumers want to connect with brands and goods on a deeper level, and Augmented Reality (AR) and Virtual Reality (VR) enable them to do so. As we approach 2023, more brands will use immersive experiences to capture consumer attention and, eventually, improve product sales. 50% of American adults have tried or are interested in using AR or VR when shopping (Source).
When it comes to AR and VR, we’ve already witnessed tremendous progress in the last few years. Snapchat has led the way with popular AR filters and lenses that allow users to partake in virtual try-on (e.g., eyeglasses, clothing, cosmetics, etc.), while Facebook and Instagram have followed suit. These virtual try-ons allow customers to connect with companies and items on a one-on-one basis. This immersive experience can serve to strengthen the consumer relationship and, as a result, shorten the route to purchase and be a social advertising trend.
Measurement and privacy are becoming increasingly important.
Privacy issues should be at the forefront of any marketer’s thoughts in this day and age, and this mindset will surely continue beyond 2023 and be a social advertising trend. With the (eventual) demise of the third-party cookie, it is more important than ever to look beyond the last click in a post-privacy future. Measurement will look different in 2023, so prepare now to ensure you have smart measurement and attribution technologies in place. Begin to consider how your company might adapt to the world of privacy, as well as what experiments to perform regularly (geo-lift, brand lift, incrementality, etc.) to gut-check models and calibrate accordingly.
Brands are expanding their social portfolios.
Diversifying social advertising trends and tactics is critical for savvy brands. This involves diversifying your social portfolio to increase reach and efficiency rather than putting all of your eggs in one basket. You may establish a deeper narrative with your target audience by using a range of channels in your marketing. Consumers use different channels for different reasons, and as a company, it’s critical to understand where your target audience spends the majority of their time so you can promote to them effectively and efficiently.
