Intro

The first modern social media platforms were developed and thrown open to users in 1997. The primary aim was to enable connections between people from varied regions and streamline communications.

Let that sink in.

Social media has evolved by leaps and bounds in less than three decades. While persisting with its original intended use, it has also created a platform for businesses to grow their brand. Several popular B2B and B2C businesses have leveraged high-traffic platforms like Instagram and Facebook to establish a brand identity among target audiences.

Unsurprisingly, this era of social media marketing has only begun. Brands must constantly adapt to changing trends that define the social media landscape to stay relevant in the eyes of their customers. It is also advisable to stay abreast of the latest research and consumer sentiments in the market.

Stay with us as we dissect the future of social media marketing and understand the trends that can help you devise content ideas for your social media.

Increase in Original Content on Instagram Reels

When Instagram first introduced reels on its platform, it had a limitation of 15 seconds. The primary aim of this feature was to assist content creators in engaging their audience and reaching more diverse groups.

Fast forward to 2022, the maximum time for each reel was increased. Users could now post a maximum of 90-second videos to communicate their ideas better. While seemingly minor, it was a significant change that allowed brands to create original content that invokes curiosity among users.

In 2022 alone, reels presented 1.95 per cent of engagement, significantly higher than Instagram posts or videos.

The trend shows no signs of stopping in 2023, as Instagram reels are a creator-friendly tool. It houses in-built editing and customisation options to help you create compelling campaigns.

Reasons for Using Instagram Reels in 2023

• The Instagram algorithm pushes reels more than other media on its platform.
• Reel engagement increased in excess of 220 million users from August to October 2022.
• The platform attracts 31.7% of users between the age of 25 - 34.

Widespread Inclusion of Artificial Intelligence

Social media platforms are already equipped with artificial intelligence to analyse user datasets and convert them into revenue. In 2023, AI promises to be more accessible and help social media marketers maximise the efficacy of their campaigns.

For one, it will ease labour-intensive tasks of acquiring information about users engaging with your content. Based on the analysis of customer engagement with your brand, AI will also suggest more targeted content and single out relevant audiences. You can also employ it to confirm the most impactful social media channel and help generate impactful ads.

Reasons to use AI in 2023

• Diverts productivity towards more important tasks by reducing manual work
• Increases overall company revenue owing to smart planning and targeting using customer pain points
• Extracts insights from large data sets to provide reliable information associated with buyer traffic and intent

More Focus on SEO and Keyword Research

The following statistic is surprising - to say the least. It has been established that a whopping 40% of Gen-Z relies on Instagram and TikTok to satiate their search queries. Hence, a robust SEO strategy is the need of the hour. Optimising keywords is mandatory to help your content rank high organically on the SERP to attract traffic.

The emergence of short video formats and other visual media means that users are looking to receive a graphic explanation of their queries. Scanning through their social media allows them to connect with sources that provide this explanation through visual clues, improving information retention.

Reasons to Adopt a Robust SEO Strategy in 2023

• Assist users in discovering your brand and showcasing your value.
• Establish expertise in a particular domain to assure potential clients of your reliability.

A Touch of Gated Content

Content marketing has always enjoyed immense popularity in the market. Several brands have communicated their value through white pages, blogs and other content.

While free content is an effective marketing tool, it is equally essential to remember the power of gated content.

There are mutual agreements on the internet over what content is deemed “too valuable”. Such content cannot be provided without asking for something in return. Hence, brands have begun to incorporate a wall that asks for user information before allowing them to access the content.

Reasons to Use Gated Content in 2023

• Acquire voluntary information from users to send them targeted promotional messages.
• Showcase your value through a well-researched content piece.
• Attract organic traffic to improve lead generation.

The Popularity of Youtube Shorts

Short-form videos have entered an age of resurgence. While Instagram reels are one of the most popular platforms for short videos, Youtube Shorts is beginning to take the market by storm.

The main reason lies in the popularity of YouTube itself. So when people browse their favourite videos, they are tempted to check out the shorts on their homepage. Several brands are using it as a reliable storytelling method to create user interest.

For instance, reputed sports broadcaster ESPN leverages Youtube Shorts to create excerpts about famous athletes and offer several updates using a shorter format. This approach helps users stay abreast of the sports world, motivating them to look forward to ESPN shorts.

Reasons to Use Youtube Shorts in 2023

• Unlike reels, they do not disappear after a specific time limit.
• Provide a new audience with a hint about what your long-form videos entail.
• Boost audience engagement considering the eagerness to consume short-form content.
• Presence of diverse age groups to market several products or offerings.

Final Thoughts

Like the previous year, 2023 looks suitable for social media marketers looking to grow their businesses. Along with the diverse and popular platforms, emerging technologies like AI also promise to enhance the productivity and efficiency of marketing teams. Combine it all with a ranking tool to ensure a high ranking on the SERP.

The **future of social media marketing **looks to incorporate several elements and achieve a consistent growth curve. So, hop on to these trends before the industry catches on to stand apart from the competition!

Author Bio

Vyshnav is an avid marketer with a keen interest in content and SEO. He's leveraged the power of content marketing for several clients across the globe. Besides his expertise in off-page SEO and content planning, he's also building his knowledge of blockchain, and web3.

References

• https://blog.hootsuite.com/social-media-trends/
• https://blog.hootsuite.com/simon-kemp-social-media/
• https://later.com/blog/social-media-trends/
• https://www.searchenginejournal.com/social-media-history/462643/#close
• https://influence.digital/instagram-reels-data-performance-2022/
• https://www.milesweb.in/blog/social-media/how-ai-is-changing-social-media/#:~:text=Yes%2C%20again%20AI.,and%20journey%20for%20the%20users.
• https://blog.hubspot.com/marketing/youtube-shorts