As a business owner, it is essential to remain cognizant of the ever-evolving nature of social media platforms. This can often be a daunting task, particularly for small to medium enterprises that lack a dedicated marketing team to keep abreast of regular updates.
It is not uncommon for businesses to express frustration with the efficacy of social media, citing a lack of tangible results. In the majority of cases, this is due to the failure to adapt to current trends and a reliance on outdated strategies. As such, it is crucial for businesses to familiarize themselves with the forthcoming changes to social media platforms in 2023 in order to achieve success.
Facebook: The algorithm on Facebook will once again undergo transformation, with 50% of content on news feeds being derived from businesses and pages that users do not follow. While this may not be a popular move among users who primarily utilize the platform to connect with friends and family, it is a positive development for businesses. Artificial intelligence will recommend high-performing content from small businesses to a wider audience. However, it is important to note that Facebook will no longer promote external links leading to websites or other URLs that take users away from the platform. Instead, businesses should prioritize creating content that will keep users on their (Facebook) page, such as shareable, relatable content and interactive posts.
Instagram: The introduction of Reels, a feature that competes with TikTok, has been a game-changer for Instagram. However, the discontinuation of IGTV and the amalgamation of Reels, video content, and GIFs under a single video icon has caused confusion for brands. As a result, many businesses are still primarily sharing photos while Instagram endeavors to position itself as a video edutainment platform. To increase visibility on the platform, businesses should cultivate a community of superfans who generate user-generated content and embrace video content. The development of “live shopping,” where users can go live with products and answer questions during the broadcast, is also worth keeping in mind.
LinkedIn: Video content continues to be highly engaging on LinkedIn, so it is imperative for businesses to consider incorporating video into their strategy in 2023. This could include interviews with industry experts, product demonstrations and tutorials. LinkedIn is also likely to introduce more video-related tools to facilitate the creation of live streams, webinars and video chat. As a result of the increasing consumption of video content, it is advisable to include subtitles to accommodate individuals who prefer not to ‘advertise’ their viewing habits to their co-workers during working hours.
YouTube: Short form content is the most effective means of capturing a viewer’s attention within the first three seconds. Therefore, it is advisable to create binge-worthy content, with the exception of exceptionally engaging long form content. YouTube Shorts, a new and popular feature, allows businesses to create just that: brief, attention-grabbing videos.
TikTok: Previously popular primarily among younger audiences, TikTok has become more diverse and saturated with content. With its foray into e-commerce and the utilization of influencers to promote products, TikTok can be come an increasingly potent tool for businesses in 2023.
Twitter: It is uncertain as to exactly what changes will be implemented with Elon Musk at the helm. Be that as it may, it is clear that the platform will undergo significant further evolution in 2023. For instance, historically, the blue tick verification was only granted to official, verified accounts belonging to celebrities and individuals of influence. As such, the introduction of a paid subscription for the acquisition of the Twitter tick has engendered complaints regarding the difficulty in distinguishing between genuine accounts and counterfeit accounts. More broadly speaking, it is possible that there will be a resurgence in Twitter usage as individuals return to the platform or join for the first time, in light of these forthcoming changes, breathing new life into a rather stagnant social media platform that for years was primarily renowned as a news platform as well as a venue in which individuals vented their, predominantly politically flavored, frustrations.
In conclusion, it is crucial for businesses to stay informed of updates and trends on social media platforms in order to achieve success. By understanding the changes that will take place this year and modifying their strategies accordingly, businesses can effectively utilize social media to reach their target audience and attain their marketing objectives. Want to remain ahead of the curve and enable your brand to take advantage of social media platforms changes? Book a call with one of our experts today!