5 Social Media Trends for 2023

If you do not already have a vibrant social media plan for 2023, now is the time to get on it! Gen Z is active and available online for nearly 24 hours a day, much of which is spent on social media. According to Forbes, 97% of Gen Z say they use social media as their main way of shopping, 65% say they use social media for entertainment, and 61% of them say they are interested in video content. Unlike the polished output that Millennials expected, Gen Z enjoys authentic, organic content.

Gen Z primarily uses social commerce platforms Instagram, TikTok and Pinterest. In fact, the hashtag #tiktokmademebuyit has upwards of 2.3 billion views on TikTok, and #amazonfinds has more than 6.7 billion views. Here five of the top social media trends for 2023 that you should be focusing on.

1 – Diverse Content

Gen Z wants content…and all different kinds of it (think reels, posts, stories, lives, carousels, etc.). They also want to see content coming from other platforms on social media. According to a survey done by Instagram, about half of users are interested in podcasts from those they follow. When planning content for 2023, include various kinds of media to appeal to your audience and keep their attention.

2 – User-Generated Content (UGC)

User-generated content (UGC) is original, brand-specific content made by consumers on social media. UGC comes in many forms, including images, videos, reviews, a testimonial, or even a podcast. 93% of marketers agree that consumers trust content created by customers more than content created by brands and 75% of marketers know that adding UGC makes brand content more authentic.

Image Description: Example of UGC. A screenshot from @lululemon Instagram featuring a photo of a happy woman on a beach wearing workout clothing and carrying a yoga mat.

A UGC creator is someone who creates sponsored content on their organic feed Although appearing authentic, it is designed to showcase a specific product and the creator is paid by the brand for the content.


the best glow you could ask for @btan.rocks available now @ultabeauty #selftanner #glowyskin #protectyourskin #dailyspf #girlygirlaesthetic

♬ original sound – carneyval
Video Description: Example of a UGC Creator. A tik tok video of skin care products from @btan.rocks.

3 – Influencers

Gen Z is following more influencers who are authentic, unfiltered, and relatable, than highly curated mega influencers. In fact, Micro-influencers see 7x the amount of engagement over mega-influencers, and that number is even higher on TikTok. 80% of social media livestream viewers say they’re likely to buy a product as a result of the endorsement of their favorite influencers. Building a relationship with these influencers can be helpful for your business.

Image Description: Example of a micro influencer. Screenshot of @alyssagutierrrez Instagram account with 41K followers.

4 – Social Commerce

Research has shown that Gen Z has moved beyond the e-commerce favored by millennials and has become at home with social commerce. Social commerce is the use of social media to sell directly on the app by facilitating the online shopping process, from browsing products to buying them. This allows products to be more shareable and empowers content creators to feature products.

Social commerce is on the rise for 2023 and not slowing down any time soon. The average person spends about two and a half hours on social media daily, and Instagram and Tik Tok in particular have accelerated the social commerce trend. Instagram has implemented their Checkout, making it easier than ever for brands to advertise and sell directly on the platform. Tik Tok has tools like Creator Marketplace, where brands can find creators who align with their products, and Shopping which allows customers and brands to interact on the app.

Image Description: Example of Instagram Shop. Screenshot of @orosabeauty store on Instagram.

5 – Short-form Content

With the sheer amount of content consumed online, you must be succinct, snappy, useful, and attention-grabbing to break through the noise. Short-form content is one of the best ways to do this. Focus on Instagram Reels, Tik Tok, YouTube Shorts, Pinterest infographics, etc. Use your content to answer specific questions, show an interesting visual, and link out for more information. Create great headlines that are memorable and informative!

Image Description: Screenshot of Tik Tok follow suggestions.

A Connected 2023

Social media trends change quickly, with content dropping in and out of popularity throughout the year. These five tips seem to be consistent trends that you should focus on in 2023.

Did you find this helpful? Follow along on our weekly blog, Retail Connection, and on Facebook and LinkedIn for more content from The Douglas Stewart Company.














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