The social media marketing experts at 101 Management, Inc., are constantly monitoring trends in the most effective techniques for enhancing your brand on social media. Here are six trends we predict will surge in the coming year.

Short-form Videos

With the rise of social media, particularly Snapchat, Instagram, and TikTok, it’s become apparent that the majority of people who use the medium prefer videos to text. In fact, surveys show that three-quarters of users prefer watching a short video to learn more about a product or service. And the ROI for this type of marketing is 30 percent.

But the trend for 2023 is toward longer videos. That’s because many of the major platforms are expanding their video capabilities from a few seconds to minutes: up to three minutes, in some cases. If you’re not prioritizing video content in your social media marketing, let us show you how.

Rise of LinkedIn

If you’ve thought of LinkedIn solely as a job-posting site, think again. As more people move away from Facebook and look for a place to post engaging content, LinkedIn is fast becoming their go-to platform. Any content even remotely related to work is showing up on the platform. For example, one CEO’s LinkedIn post about her difficulty breastfeeding while holding a full-time job went viral.

Not only does LinkedIn boast 645 million users, 363 million of whom are active monthly users, but also it generates visitor-to-lead conversions 277 percent better than Twitter or Facebook. Forbes predicts more businesses will take advantage of this platform as a way to humanize their brands and build connections with customers, as the breastfeeding CEO did.

Pinterest Popularity

Pinterest is another of the fastest-growing social media networks, largely because of its focus on the visual. And although it’s often thought of as a social media site, it’s actually more of a search engine for shoppers. That’s because Pinterest is the only social media site that attracts users whose main reason for going there is to find things to purchase.

Surveys show it’s the top platform among users for discovering more products. It can also convert to sales faster than any other social media network, largely because of its “Shop” tab, which allows businesses to link a product directly to their website or shop page.

UGC

User-generated content—that is, any content created by fans—is more important than ever to small businesses. It’s proof that your brand is “for real” and studies show that 80 percent of consumers say they depend on UGC to make purchasing decisions.

It’s also great for engagement, as it’s flattering and rewarding to have someone repost something you’ve written. It also encourages other fans to want to have their own opinions, videos, and images included in your posts.

Finally, showing real people engaging with your product or service helps potential customers see themselves using your product, and subconsciously reinforces their desire to purchase it.

Authenticity

Surveys show that 90 percent of consumers say authenticity is important when choosing the brands they want to do business with. People buy from those they know and trust. This is where UGC can help validate your legitimacy and reliability.

Another key to authenticity is to provide behind-the-scenes content. Let them get to know you. Because social media is primarily a visual medium, giving fans regular insider glimpses of you, your staff, and your company helps humanize your brand. Show them behind-the-scenes Stories; tell them why you started your business; share interesting or funny videos.

Transparency is a large part of authenticity. If you made a mistake, admit it, and say what you’re doing to correct it.

Above all, don’t be defensive or resistant to criticism. Apologize for any errors, and ask for a second chance. Everyone makes mistakes, and owning up to them not only makes you seem more trustworthy but also someone human that people can relate to.

Brand Responsibility

These days if your business wants to project a positive brand image, you need to embrace the concept of sustainability; that is, actions that reduce your carbon footprint and any negative impact on the environment.

Consumers are also looking for brands that support diversity, social justice, and social responsibility. So you need to incorporate these messages in all levels of your social media marketing strategy.

One survey showed that 87 percent of buyers made a purchasing decision based on whether the vendor shares their values. And another found that 71 percent of consumers say it’s important for brands to take a stand on social issues. Millennials and younger generations in particular say they’d be willing to pay more for products that align with their values.

For more on the latest trends and how you can take advantage of them, be sure to contact our social media management experts for help!