5 questions about social media marketing in 2023

Published Nov. 16, 2022, 12:45 p.m. by Sini-Maria Melanen

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Following the recent Twitter upheaval and the coming turn of the year, it’s prime time to revamp your social media strategy. We sat down with Trickle Helsinki Lead Laura Myllykoski to gain insight into the key social media marketing trends for 2023.

Since TikTok has surpassed YouTube in terms of time spent on the platform, now is the perfect opportunity for companies to leverage its potential. What is the first thing to consider if you’re joining TikTok in 2023?

The first consideration is that TikTok is unlike any other social media platform out there. The content is unique to the platform and its users want to keep it as such. You can’t just edit your brand videos or material used on other social channels and upload it to TikTok. You must create platform-specific content that looks and feels as though it belongs there.

The fastest-growing age group on TikTok is 35+, so this is a great time to hop onto the platform and take advantage of its huge potential.

TikTok relies heavily on personalisation algorithms with Meta, among others, following suit. How will this impact content distribution, for instance?

In theory, we could be seeing even better targeting. TikTok’s algorithm is amazing at predicting what users will like and knows how to recommend the right content. This works specifically well for organic content, but it could be utilised in paid marketing as well.

The competition for media spend is extremely hard right now and all channels are constantly seeking new ways to improve targeting on their platforms. Using personalisation is the logical next step in advertising to achieve better results.

Since Elon Musk bought Twitter, several large advertisers have pulled ads from the platform due to concerns about the possible relaxation of its content moderation policies. In addition, users could be charged a monthly fee for the coveted blue checkmark. Should corporations reconsider their Twitter presence in 2023?

Twitter isn’t the cornerstone of any company’s marketing strategy, at least here in the Nordics. With the uncertainty regarding Twitter at present, I advise companies to reallocate their advertising budget from Twitter elsewhere. There are plenty of other channels from which to choose and get far better results. For years, Twitter has been more of a ‘nice-to-have’ platform in the mix rather than a must-have.

What about AR/VR? In the sea of diluted content, brands are always searching for new ways to engage their audience. Will the XR hype continue to grow?

We will hear more news about how the Metaverse is progressing and about ventures from different companies that are hopping on this trend. However, the reality is that none of this will be mainstream in 2023, and not even in 2024. This is the time to dive into this trend if you want to be one of the forerunners when it does become our everyday reality.

And it will become that. In 2021, over 1.5 billion people were using AR, so there’s definitely a demand for this. But we’re looking at a good 3-5 years before this is a reality any advertiser can leverage the possibilities.

What is your top pick for 2023? What should B2B and B2C companies consider when revamping their social media strategies?

A big trend in 2023 will be lo-fi video content and this is good for any company. Instead of making huge productions, you can just pick up your phone and create easily digestible short videos. This is a trend that started from TikTok, but now has spread to other platforms and is being used in both B2C and B2B content.

Advertising-wise, we have seen great results using lo-fi video content, so companies shouldn’t be afraid to utilise it. It makes content production much faster and provides flexibility to try different ideas. Go for it!

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