2023 Social Media Marketing: What's New?

Social media marketing has been a major part of the marketing mix for many years now in the UK, but how has it changed this year? What new trends have emerged, and what strategies are being used to make the most of these changes?

We will discuss how social media marketing has evolved in 2023 and how businesses can leverage these changes to their advantage in the UK.

The Gist

Social media marketing refers to the process of crafting personalized content for social media platforms in the UK with the aim of increasing customer engagement and brand awareness.

By creating and fostering genuine connections with customers on their favorite social media platforms, this strategy offers organizations various benefits.

As per a March 2023 report by Statista, approximately 308.27 million people, which accounts for 91.9% of the entire US population, use social media. The possibility for businesses to engage with their audience on their preferred platforms is enormous given this startling figure.

The Intersection of Social Media Marketing, Influencers, and Brand Values

The transgender influencer Dylan Mulvaney's appearance on Bud Light cans as part of Anheuser-Busch's campaign to promote LGBTQ+ equality and inclusivity sparked outrage among the company's more traditional customers.

Despite promoting the idea that everyone should be themselves, shares of Anheuser-Busch fell almost 4% since the campaign launched on March 31, 2023.

Celebrities like Travis Tritt and Kid Rock publicly vented their rage, with Tritt removing Anheuser-Busch products from his tour itinerary and Kid Rock shooting machine-gun-wielding beer cases from the company.

This incident shows how crucial it is to know your audience before launching a diversity and inclusivity campaign in order to mitigate potential backlash.

The Reign of TikTok Continues in the World of Short-Form Videos

Despite efforts on the federal level to outlaw TikTok, the state of Montana is moving forward with legislation that will outlaw the social media platform entirely.

Some US government officials worry that TikTok poses risks to national security because the app is owned by the Chinese parent company, ByteDance.

However, TikTok's popularity continues to grow. With 834.3 million monthly users worldwide, it is now the third-largest social network and a 2023 Insider Intelligence study projects that number to approach one billion by 2025.

The largest number of TikTok users, approximately 113 million, is located in China, as per a 2023 Statista report.

Notably, 60% of the platform's users belong to the Gen Z generation, making it an ideal platform for companies that target this demographic.

Sasha Ramani, Associate Director of Corporate Strategy at MPOWER Financing, notes that the impact of influencer partnerships has increased brand awareness and boosted businesses' bottom lines in innovative ways as social media marketing evolves in the UK and everywhere.

"Challenges on TikTok and other highly engaging social features have taken the world by storm, making the platform a fertile ground for influencer partnerships," Ramani tells CMSWire.

TikTok has become a popular platform for brands seeking to reach younger audiences.

While some brands have created their TikTok accounts and posted product or service videos, others have partnered with TikTok influencers to expand their reach.

According to a 2022 Insider Intelligence report, more than 42% of US marketers used TikTok for influencer social media marketing in 2021, with this number anticipated to increase to 49% this year.

As officials at both the state and federal levels work to ban TikTok, brands considering or already utilizing the platform will be keeping a close eye on these developments, as a campaign that loses most of its intended audience would be a costly investment.

The Importance of Youth-Centered Content

A Business DIT study conducted in 2023 revealed that 61.1 million individuals belonging to Gen Z use social media actively in the US.

Due to its vast size, diversity, and youthful nature, Gen Z is the focal point for numerous brands.

In 2023, marketers will prioritize content that caters to younger audiences and aligns with Gen Z's inclination towards interactive and creative brand interactions, rather than the conventional approach of merely promoting products, as stated by Casey Jones, the founder of CJ&CO.

Learning Opportunities

Brands should interact on Gen Z's favorite platforms, including TikTok and Snapchat, use social influencers, and concentrate on their interests and behaviors if they want to sell to them successfully.

Bright colors and eye-catching graphics are more effective than ever, in my experience.

Marketers use this social media marketing strategy in the UK and give youth-focused content priority.

Plus, content that truly appeals to their interests is driving more engagement.

The Importance of Human Touch in a World of Generative AI

Over 100 million new users have joined ChatGPT in the last two months, surpassing TikTok's nine-month milestone.

Content production for enterprises has been transformed by generative AI models such as ChatGPT, Bing Image Creator, Google Bard, Bing Chat, DALL-E, Stable Diffusion, and others.

However, the lack of a human touch in AI-generated content may have an effect on customer engagement. In 2023, brands will place a higher priority on humanized content in order to engage consumers' emotions.

User-generated content and a conversational writing style that uses first- and second-person pronouns can be used to achieve this. By creating a two-way conversation, these strategies encourage customer loyalty and boost engagement.

Social media users are skilled at spotting advertising and marketing hype on social media platforms and can easily detect an inauthentic brand voice in the UK.

As people are constantly looking for reliable information, Crystal Uys, the marketing and communications manager at ExcitedCats.com, advises brands to be truthful in their content.

 

Uys emphasizes that rather than merely promoting their brand, brands should concentrate on providing high-quality content that benefits their audience.

This has always been important, but it is becoming increasingly crucial in 2023.

In 2023, social media continues to be a critical way for brands to connect with their customers through their preferred channels. The pandemic has further emphasized the importance of SMM services in people's lives in the UK.

While collaborations with influencers can be effective, brands should be cautious about working with influencers who may not resonate with their target audience.

Despite the recent debates over regulation, TikTok remains a popular choice for reaching the younger demographics through short videos.

For businesses leveraging this platform, it is of utmost importance that they take caution to authentically engage with users to avoid any potential backlash. In summary, social media services remain an essential component of modern marketing strategies in the UK.

By VROX Content Team - 07 Aug 2023