Marketing will be at its most complex, yet most authentic in 2023 as consumers begin to see through old tactics.
Social media has driven both the faux and honest side of society. Whichever side of the coin a marketing team decides to take, one thing is certain: social media will be the main driver of many marketing strategies in the coming years.
Although the foundational platforms — Facebook, Instagram and Twitter — are expected to maintain their relevance in the coming years, changing societal dynamics have led to the emergence of new social media sites.
TikTok is perhaps one of the biggest examples of how new forms of social media can alter marketing strategies, with the short-form video service completely uprooting what it meant to reach new customers. BeReal is another example of how authenticity is becoming the North Star of marketing engagement.
Now, with the advent of platforms like Mastodon (which was created in opposition to Elon Musk’s Twitter), “brands are scrambling to figure out what the future of social media looks like,” according to Sprout Social Senior Market Research Manager Mike Blight.
Although it can be overwhelming to stay aware of new social media platforms and ready to adopt them when needed, nurturing current platforms and staying up-to-date on internal trends will be even more important.
“Pump the brakes,” said Blight. “You have legacy platforms that you likely have not scratched the surface of optimizing. Post times, content types, etc., can still be tinkered with to figure out the perfect concoction for what your customers want from you as a brand.”
But don’t be mistaken — this doesn’t mean relying on the same-old strategies that may have worked in 2019. Rather, trends across established platforms are constantly evolving.