As mentioned, short-form video is one of the most popular, top-performing, and highest ROI trends. Given this, it’s no surprise that TikTok usage has increased YoY as it caters to short-form videos. Marketers reported that TikTok offers the second-highest potential to grow audiences in 2023.
TikTok is a great platform for reaching Gen Z, as our consumer trends survey found that 62% of the generation uses TikTok, and it’s also the platform it spends the most time on.
Data shows that Facebook usage significantly increased in 2022, so it’s worth watching in 2023. Especially so given that the top trend for 2023 is investing in social media communities, and Facebook is the best platform for doing so.
4. Live Audio Platforms
Live audio chat rooms are the media format gaining the most steam in 2023, and 23% of marketers are planning to leverage them for the first time this year. Among social media marketers as a whole, Facebook Live Audio is the most popular platform (12% say they’ve invested in it).
Facebook Live Audio is also the most popular live audio platform leveraged by social media marketers who already use live audio, followed by Twitter Spaces.
This makes sense, as 80% of Gen Z consumers, a demographic steadily growing into its purchasing power, enjoy audio content because they can express their individuality and explore different sides of their personalities.
What Platforms Are Losing Steam?
According to the data, the platform with the most significant drop in usage is Twitter, with a -17% YoY change. Twitch has fallen in use, too (-30% YoY), but it had the second-lowest investment among social media marketers in 2021.
Platforms like Clubhouse and Twitter Spaces rose in popularity in 2020 during the beginning of the pandemic, but they have slowed in their growth and usage as other live audio platforms have grown.
For example, Clubhouse was one of the top emerging platforms/features that social media marketers noted investing in in our 2022 Social Media Trends Report, but the 2023 report found that, among all social media marketers, Clubhouse is 5th on the list in terms of investments.
How To Determine Which Social Media Platforms Are Worth the Investment
Marketers determine which social media platforms are worth investing in based on their potential for lead generation, audience reach, and the potential to drive traffic to your website.
A platform's potential for building an active social media community around a brand is high on the list this year, which aligns with 90% of social media marketers saying that building an active social media community is crucial to a successful strategy in 2023.
Should you follow the social media trends of 2023?
Consumer behavior changes quickly in the digital space, and businesses that adapt to social media trends can see success.
If you keep an eye on this kind of marketing research and tailor it to your target audience, you can craft a stellar social media plan that drives awareness and shows your brand in a creative light.
Remember, every trend won’t work to achieve your goals, so don’t venture into this new social media landscape without the most up-to-date data.
Editor's note: This post was originally published in July 2019 and has been updated for comprehensiveness.