Looking back, 2022 was an eventful year on social media. As we started to further emerge from our homes and reconnect, the digital space was the perfect setting to capture all things weird and wonderful in our popular culture. Remember the corn song? How about “tell me without telling me?”
If you’re wondering which changes to the organic social media landscape are here to stay, look no further.
Social As A Search Engine
Without a doubt, the way we engage on social media has changed. Seeking out information that used to require a quick Google search can now happen with a single tap, right within most social media channels. From discovering local businesses, to convenient online shopping, to learning a new skill, social users are seeking out the recommendations of their friends, family, and favorite influencers across a variety of topics and platforms.
According to a recent study by Google, 40% of 18-to-24-year-olds are now using social media as their primary search engine. In September 2022, the New York Times reported that “For Gen Z, TikTok Is the New Search Engine”.
How can I leverage this in 2023?
While hashtags under photos and videos still play an important role on social media sites, it’s important to optimize your captions for organic social SEO. Much like traditional search tactics, perform some keyword research and put yourself in the shoes of your target audience.
If they were searching for your brand or product on social media, what would their query look like? What problem are you trying to solve? Understanding your audience’s purchasing decisions and leveraging this data in your new, refreshed social captions can play a big role in your findability on social platforms in 2023.
The Creator Economy & Social Influencers
Remember the buzz around the Gig Economy? Now, it’s all about the Creator Economy. The world of influencer marketing is continuing to grow, as it approaches a projected value of $24.1B by 2025. Don’t let that big number scare you; there’s a place for influencer marketing in social campaigns of all shapes and sizes.
From niche, micro creators to high-reach, mega influencers, social content creators are becoming an increasingly effective way to reach new audiences of all demographics. Social media influencers achieve a high level of trust among their following by offering up curated, customized content; so when they do provide product recommendations, it feels like it’s coming less from an ad, and more from a close friend.
How can I leverage this in 2023?
Before you jump on the influencer bandwagon, there are a few key considerations to ensure it’s the right fit for your brand. Once you’ve determined that creators are the way to go, take a look at your brand’s target audience, and perform influencer research to discover which creators will be the best fit. You may be surprised to discover how many trusted content creators are within your brand’s niche!
Brevity is Best
Thanks to the rise of TikToks and Meta Reels this year, short-form vertical videos are here to stay. Video content is a great way to connect with your audience, expand your reach, and get creative on your organic social media pages.
With options ranging from 3 to 90 seconds on Instagram and 3 to 600 seconds on TikTok, how do you know the sweet spot for the length of your video content? While there’s no one-size-fits-all answer, it’s important to recognize that the first few seconds are the most important: the moment when a user decides whether to keep scrolling or stick around and watch more. Experts say that the ideal video length to maximize engagement is between 7 and 15 seconds long.
How can I leverage this in 2023?
The data is clear that video content consumers are here for a good time, not for a long time. Creating a 15-second video doesn’t have to be stressful! Consider starting by recycling content you’ve already had success with; a popular Tweet can become a static Reel, or a carousel of photos can become a #ThrowbackThursday video set to a trendy sound. No matter how you choose to produce the content, keeping it authentic and eye-catching is the key to engaging your audience from the beginning.
Let’s Talk About Meme Culture
Remember the corn song? This viral moment is just one example of how meme culture continues to have a strong hold on social users. Memes have earned a better seat at the table in the world of social media beyond filler content in your Facebook feed; today, brands can leverage viral memes to engage with their audience on a deeper level, and join trending conversations to help reach new audiences organically.
How can I leverage this in 2023?
If you’re trying to reach Gen Z consumers, you should know that they tend to value more absurd and ironic humor, which is why inside-joke-memes and comical digital interaction (like comments under TikTok or Twitter threads) can be a great way to create a connection.
So, the next time you see something humorous blow up on social in a big way, don’t just scroll past! Put on your creative thinking cap and take a moment to consider whether your brand could participate in the trend in an authentic way.
UGC is Key
What’s at the center of all the top social trends of 2022? Content is king. The best content for your brand, by far, continues to be user-generated content (or UGC).
Social networks, by nature, are designed to facilitate two-way conversations with our favorite brands. Typically, the brands start the conversation. So flipping the script and allowing followers to engage organically by encouraging customers to share their experience is a sign of a strong brand community.
How can I leverage this in 2023?
The best proof that your product or service is right for a consumer is social proof. From a strong branded hashtag, to influencer marketing, to holding contests and giveaways, every brand can create a unique pathway to encourage user-generated content for their brand in the new year.
So, how did your brand stack up to keeping up with the organic social media trends in 2022? It’s never too late to try something new! You – and your followers – may be glad you did.
Sara is a Social Media Specialist at RDW and a lover of all things related to memes, TikTok sounds, and puns. When she’s not keeping up with the latest social trends, you can find her on a spin bike, baking homemade treats, or discovering new local coffee shops – all documented on her Instagram, of course.