It is difficult to predict exactly how social media will change in 2023, as the landscape is constantly evolving. However, here are some of the updates that each platform has released as its focus for 2023. By knowing this, you'll have a better understanding of how to create your content based on the platform's goals.
But before we start on the apps, there are two major industry shifts that will impact social media.
Continued growth in the use of social media. Yes, they are many ups and downs with each platform, but there are still tons, well, billions of people that still use social media. So, before you think about pausing your channel or disconnecting from these apps, remember it is likely that the use of social media will continue to grow in the coming years, with more people joining platforms and spending more time on them. This will present new opportunities and challenges for businesses and individuals looking to engage with their audience on social media.
Don’t get left behind! Did you know that the Canadian Government has invested 4 billion dollars to help small and medium businesses implement new digital technologies? Unfortunately, not-for-profits and charities are not included, this is a great reminder of the importance of going digital to reach your target audience. Don't miss out on this opportunity to modernize your business!
NOW FOR THE APPS
Don’t count Facebook out! There are tons of benefits of being on this OG app. It still has the ability to have the most types of posts on the platforms, from photos, multiple images, videos, Reels and stories it’s a great way to showcase your business in numerous ways.
Going forward, more posts recommended by AI will increasingly fill your Facebook feed, with the goal of 40% of the content coming from Pages you don't follow. This expansion of content recommendations could also mean expanded opportunities for brands, as Facebook's algorithms will show your best-performing posts to a wider audience.
However, Facebook has also moved away from promoting external links in an effort to keep users on the platform, so it may be beneficial to focus on creating content that generates engagement and builds brand awareness within Facebook. It is uncertain whether Facebook users will accept this shift in content recommendations.
TikTok is actually not a social media app. 🤯 The app classifies itself as an entertainment platform. This influence has impacted people’s behaviours online and has had a huge impact on the way Instagram now functions because people just don’t use these apps to engage with their friends and family in the same way as they once did - they use it as it is designed, FOR ENTERTAINMENT.
Now that you know this, think about the ways to create for TikTok. Be aware there are a few things you can’t do on TikTok that you would normally do on other social media apps, one example is you can't say “click link in bio” but it is worth noting that TikTok still allows you to interact with others through likes, comments, and shares, and discover new content through algorithms or by following other users. So, don’t be afraid to create.
Instagram is trying to stay relevant and compete with other social media apps by copying their popular features, and this strategy has helped the platform maintain its position as an essential social app with 2 billion monthly active users. However, there is a question of whether this approach will continue to be effective or if users will become tired of the replication and clutter on the formerly simple, photography-focused platform.
Industry insiders and social media experts have been trying to predict what performs the best on this app for the past 2-3 years - and it’s been up in the air with all the changes. A simple piece of advice we give to our clients is to experiment with different types of content, review your analytics and post based off of what is performing for you.
LinkedIn is seeing "record levels" of engagement and is planning to provide more data and linkage to LinkedIn Learning courses to enhance its offering in 2023. LinkedIn is seeing growth because it allows for a variety of content posts, from videos to articles to carousels and even just text updates. The platform is also expected to add more video tools based on the app's increased consumption of video content.
Pinterest has had a fluctuating year but appears to be experiencing more stability and growth. The company places a strong emphasis on discovery and utilizing improved search techniques to effectively highlight relevant products. The CEO, who previously worked at Google, is expected to continue prioritizing these efforts.
In conclusion, it is difficult to predict precisely how social media will change in 2023, but it is expected to continue to grow in popularity. Facebook will likely feature more AI-recommended content, TikTok will continue to be an entertainment platform, Instagram may face challenges with its strategy of copying features from other platforms, LinkedIn will offer more content that is acceptable to post, and Pinterest will focus on discoverability. Businesses and individuals should be aware of the shifts each platform is focusing on in the coming year and adjust their content accordingly.
It is essential for businesses to stay up-to-date on these changes and consider investing in digital technologies and marketing strategies to remain competitive in the digital landscape.
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