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  • Writer's pictureNicole Powell

2023 Social Media Trends: What's In and What's Out

Updated: Sep 27, 2023

Social Media Trends to Look Out For

Keeping up with social media marketing services is like riding a rollercoaster; trends change so quickly that it can be challenging to keep up with them.

Social media trends are constantly shifting and developing, often adapting with the algorithms that run our social feeds. In this article, we’ll dive into the latest developments in social trends to help you boost your social media strategies.

Whether an experienced pro or a novice just starting out, the following insights can be your compass in your digital journey. Let's dive in!

Top Social Media Trends You Can't Ignore

Social media marketing services can be one of your biggest assets, helping you conquer the ever-changing digital world and giving you the insights to stay ahead. With new platforms, tools, and strategies popping up all the time, it can feel overwhelming to navigate. But fear not; with the right social media marketing services, you’ll have a digital guide to survive and thrive online.

Knowing what's trending both upward and downward can make all the difference in the online landscape. Now, let's dive into the latest social media trends worth noting.

1. TikTok's Triumph

The video platform TikTok has captivated millions of users worldwide with its addictive content and innovative features. Originally launched as Musical.ly in 2014, it was rebranded as TikTok in 2018 after its acquisition by ByteDance. Since then, it has grown exponentially, becoming a household name among Gen Z and Millennials.

The magic of TikTok lies in its ability to generate creative content. With its vast library of sound bites, filters, effects, and editing tools, users can unleash their creativity and produce compelling videos – all without leaving the app. TikTok offers a platform for anyone with a smartphone and a creative spark, from lip-syncing to dance challenges and comedy skits to makeup tutorials.

But what sets TikTok apart from other social media platforms?

One word: virality. TikTok's algorithm is designed to promote content based on engagement rather than follower count. This means even users with a small following can have their videos go viral, reaching millions of viewers overnight. This unique feature has led to the discovery of countless talented individuals, making TikTok a breeding ground for internet sensations.

Still not convinced? Let's look at some amazing stats that highlight TikTok's rise to global usership:

  • TikTok has achieved over 3 billion downloads globally as of 2021 - one of the highest download volumes ever.

  • TikTok has over 1 billion active users, with an average daily usage of 52 minutes per user.

  • TikTok has been the most downloaded non-gaming app globally for several consecutive months.

  • In the United States alone, TikTok users spent an average of 21.5 hours on the app per month.

These numbers speak for themselves, showing just how influential TikTok has become in the social media landscape. Its rapid growth and global reach make it a platform that businesses and marketers can no longer ignore.

So, what does this entail for 2023's social media trends?

It highlights the increasing importance of short-form video content and the power of user-generated content. TikTok should be included in the marketing efforts of brands and influencers wanting to stay current.

On the flip side, what's out?

Long-form traditional content that doesn't pique audiences' interest or establish a connection. It's critical to adjust to social media users' changing preferences as attention spans dwindle. The best course of action is to embrace bite-sized, visually appealing content.

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2. Short-Form Videos

Short-form videos are the preferred format for many social media users due to their ever-declining attention spans and the demand for bite-sized content. Instagram Reels has become a popular platform for sharing entertaining, short videos.

This trend is all about generating creative content within a limited time frame. Whether showcasing your talent, sharing quick tutorials, or simply capturing moments in a fun and engaging way, short-form videos allow brands and individuals to express their creativity concisely.

The appeal of short-form videos lies in their ability to captivate users within seconds. With the autoplay feature and the endless scroll, users are constantly exposed to a multitude of videos, making it essential to create content that stands out and grabs attention from the get-go.

Amazing Stats on Short-Form Video Engagement

  • A survey found that 72% of consumers prefer to learn about products or services through video content rather than text.

  • According to research, 78% of online video viewers watch them every week and 55% do so daily.

  • A study by Cisco predicts that 2023 video content will represent 82% of all internet traffic.

Get on Board with the Trend

  • Keep it short: Concentrate on delivering messages in a short timeframe and ensure that your content is engaging.

  • Show, don't tell: Utilize the visual nature of videos to showcase your products or tell a story entertaining and captivatingly.

  • Add a touch of creativity: Experiment with filters, effects, and editing tools to make your videos visually appealing and unique.

  • Stay on top of the latest trends: Continuously monitor the evolving landscape of short-form videos and adapt your content to stay relevant and keep your audience engaged.

The rise of short-form video content, exemplified by Instagram Reels, is a trend that cannot be ignored in 2023. Short-form videos have proven to be an incredibly effective way to engage and captivate users, allowing brands and individuals to express their creativity concisely.

3. BeReal App & Brand Authenticity

In an era where social media often feels staged and filtered, BeReal is ushering in a new era of authenticity. Increasingly, we find that users crave genuine connections and real experiences, and BeReal delivers just that. It encourages users to be their true selves, sharing unfiltered moments.

BeReal allows users to capture and share moments as they happen without the pressure of curated perfection. This real-time approach has struck a chord with audiences weary of other platforms' heavily edited, polished and scripted content.

Stats that Speak Volumes

  • In the first six months of 2023, BeReal saw an astonishing 200 million downloads globally.

  • Users spend an average of 45 minutes daily on BeReal, highlighting its engagement potential.

  • BeReal has been steadily climbing the charts, becoming the top-rated social media app in user satisfaction.

  • Over 60% of BeReal's user base falls within the 18-34 age group, indicating its appeal to younger demographics.

What's Out: Overly Curated Content

In 2023, the era of meticulously curated and overly edited content is declining. Users seek more authentic, relatable, and unfiltered content reflecting real-life experiences. The staged and perfectly manicured feeds of the past are giving way to spontaneous, in-the-moment content.

BeReal's Impact on Social Media Trends

BeReal's rise underscores the growing desire for authenticity in social media. It's not about the perfectly filtered photos or carefully-scripted captions anymore; it's about sharing your genuine self with the world. This trend challenges influencers and brands to embrace realness and transparency in their content, fostering deeper connections with their audiences.

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4. The Evolution of Social Audio

In the ever-evolving landscape of social media, the rise and fall of platforms can be swift and dramatic. Clubhouse, once hailed as the pioneer of social audio, is now facing fierce competition and waining attention. Let's dive into the world of social audio platforms and explore what's in and what's out in 2023.

In: Twitter Spaces - The Reign of Familiarity

Twitter Spaces has emerged as the reigning champion of social audio and for a good reason. Unlike Clubhouse, it's housed within an app that millions already use daily. This built-in audience has made it an easy, go-to choice for individuals and businesses.

Stats that Showcase Twitter Spaces' Dominance:

  • Twitter Spaces has experienced explosive growth, with over 500 million users engaging with the feature monthly.

  • Businesses have found success on Twitter Spaces, with a 30% increase in engagement compared to other social audio platforms.

  • It has become the preferred platform for hosting high-profile events, including product launches and celebrity Q&A sessions.

  • Twitter's integration of Spaces into its existing ecosystem has made it seamless for users to join and participate, contributing to its popularity.

Out: Clubhouse - The Fading Star

Clubhouse, once the most regarded outlet for social audio, is experiencing a notable decline in interest and downloads. The buzz surrounding it in early 2021 has quieted, and even some of its top executives have left the company.

A Downward Spiral for Clubhouse

  • Clubhouse's mobile app downloads in the U.S. dropped significantly in Q4 of 2022.

  • High-profile departures, such as Aarthi Ramamurthy moving their shows to other platforms, indicate a lack of confidence in the future of Clubhouse.

  • The broader trend of social audio platforms shifting resources or struggling to gain traction highlights the uncertain landscape of this niche.

The Challenge of Social Audio

  • While social audio still has potential, it remains challenging to navigate. Data shows that it has yet to truly gain widespread adoption.

  • As of January 2022, only 2% of U.S. teens and adults used Twitter Spaces, while 1% each used Clubhouse and Spotify Live.

  • Major players like Facebook and Amazon have also faced difficulties establishing dominance in social audio.

A Niched Future for Social Audio

Some experts suggest social audio might find its niche with more specialized audiences. For example, Twitter's Super Follows Spaces allows creators to host exclusive audio events for their paid subscribers, catering to a dedicated fanbase. Platforms like Discord, known for niche communities, have also introduced their social audio features, such as Stage Channels.

As we move through 2023, Twitter Spaces reigns supreme in social audio. The convenience of its integration within an existing popular platform has set it apart from Clubhouse and other competitors. Social audio, while not resonating with the masses, may find success in serving specific, dedicated communities. This dynamic landscape reminds us that the world of social media is always evolving, and staying adaptable is key to success.

5. The Rise of LinkedIn

LinkedIn has emerged as a powerful platform for content creators, providing them a dedicated space to share their expertise and insights. In 2023, we continue to see a significant emphasis on content generation on LinkedIn, with professionals and businesses leveraging the platform to showcase their knowledge and establish thought leadership.

Whether through articles, videos, or engaging posts, LinkedIn offers a unique opportunity to reach a highly targeted audience of professionals. This trend is not only limited to individuals but also extends to brands and businesses looking to connect with potential customers more meaningfully. By creating valuable and relevant content, brands can foster trust and credibility and drive engagement and conversions.

Analyzing LinkedIn's Potential

Let's look at some statistics to better understand LinkedIn's impact beyond careers:

  • LinkedIn's data shows that content creation has risen by 60% over the last year, which indicates the increasing interest in sharing knowledge and insights.

  • A study found that LinkedIn generated 277% more leads than Facebook and Twitter.

  • LinkedIn has more than 740 million users worldwide. This network offers many opportunities and connections for businesses and content creators.

  • Research reveals that 94% of B2B marketers use LinkedIn to distribute content, demonstrating its effectiveness in reaching and engaging a professional audience.

  • A study found that LinkedIn generates the highest visitor-to-lead conversion rate among social media platforms, outperforming Facebook and Twitter.

What's Out: Traditional Networking and Passive Engagement

As LinkedIn evolves into a content-driven platform, traditional networking and passive engagement are slowly becoming outdated. Generic connection requests and passive newsfeed scrolling are no longer enough to make a lasting impression or create meaningful relationships. In 2023, it's essential to actively engage with the LinkedIn community, participate in discussions, and provide value through insightful comments and content contributions.

Outreach strategies that solely focus on self-promotion without offering genuine value to the audience will likely be less effective. Instead, the emphasis should be building authentic connections, fostering engagement, and providing valuable content that resonates with the target audience.

Embrace the Future: Harnessing the Power of LinkedIn Beyond Careers

As we dive into 2023, it's time to embrace the potential of LinkedIn beyond careers. This platform is a powerful tool for any business or brand, whether you are an entrepreneur or a marketer. By embracing content generation, actively engaging with the LinkedIn community, and leveraging the platform's diverse features, you can unlock new opportunities, establish thought leadership, and drive meaningful connections.

6. User-Generated Content

User-generated content (UGC) has long been a cornerstone of social media marketing, but in 2023, we’ve witnessed a fascinating shift in how it's defined and created. Traditionally, UGC referred to content spontaneously shared by regular users, often showcasing brand experiences. However, Gen Z has ushered in a new interpretation, seeing UGC as content crafted by freelance marketers or micro-influencers for brands.

The New Face of UGC

Unlike traditional influencers who promote brands through their channels, these UGC creators now create content expressly for brands' channels. They aren't just brand advocates; they're paid content creators. This trend is changing the landscape of digital marketing.

Amazing Stats:

  • In 2023, the freelance UGC creator industry is estimated to be worth $2.5 billion globally.

  • Among brands with over 1,000 employees, 58% have reported increased engagement rates with freelance UGC creators.

  • Brands that incorporated freelance UGC creators into their marketing strategy saw a 30% increase in user engagement and a 20% boost in brand loyalty.

  • 72% of businesses have shifted budgets from traditional advertising to hiring freelance UGC creators.

What's Out: Traditional UGC Dominance

Traditional UGC, once the king of social media, is losing ground. While social proof remains important, video content is favored by algorithms, making it harder for photo-based UGC to reach audiences. Additionally, businesses turn to freelance creators for cost-effective content, especially during budget cuts.

The Future of Social Media Labor

As we progress into 2023 and beyond, the creator economy is diversifying. Freelance content creators who aren't necessarily influencers but excel at social media are gaining prominence. This trend reflects the evolving content landscape and the need for high-quality, engaging videos.

7. Social SEO

Social SEO combines traditional Search Engine Optimization (SEO) principles with social media strategies. It aims to optimize social media profiles and content to rank higher in search engine results pages. Hence, it's easier for users to locate you when searching relevant keywords or topics.

Stats that Highlight the Rise of Social SEO:

  • In 2023, 80% of social media users report using search functionality on platforms like Facebook, Instagram, and Twitter to discover new content and profiles.

  • Within the first six months, brands that implement Social SEO strategies witness a 30% increase in organic search traffic from social media platforms.

  • Social media posts optimized with relevant keywords and hashtags are 50% more likely to appear in search engine results pages (SERPs).

  • YouTube, a key player in Social SEO, has seen a 45% surge in "how-to" and tutorial-related searches on the platform, highlighting the demand for educational content.

What's In for 2023: Social SEO Strategies

  • Keyword Optimization: Incorporate relevant keywords and trending hashtags into your social media profiles, bios, and content captions to enhance discoverability.

  • Content Consistency: Consistency in posting and engagement helps boost your profile's search engine rankings. Regularly update your content to maintain visibility.

  • Quality Content: Share informative, engaging, and visually appealing content that resonates with your target audience to encourage likes, shares, and comments.

  • Video Dominance: Embrace video content as it garners higher engagement and is favored by search engines. Create engaging videos to capture your audience's attention.

What's Out: Neglecting Social SEO

In 2023, ignoring Social SEO is a missed opportunity. Failing to optimize your social media presence for search engine visibility means missing out on many potential followers and customers.

8. Closed Captioning

Closed Captioning Standard has quickly become a necessity. This feature enables creators to add text-based captions to videos, making content accessible for those with hearing impairments while improving overall viewing experiences. Closed Captioning Standard doesn't just comply with regulations; rather, it embraces diversity by making content available to everyone.

Stats that Showcase the Impact

  • In 2023, 87% of all social media platforms integrated Closed Captioning Standard into their video content.

  • Videos with closed captions receive, on average, 40% more engagement and shares than those without.

  • The adoption of the Closed Captioning Standard has led to a 30% increase in the reach of social media content.

  • Over 70% of surveyed users stated that they are more likely to engage with content that includes closed captions.

What's Out: Inaccessible Content

In 2023, inaccessible content is becoming a thing of the past. The days of neglecting the needs of individuals with hearing impairments are over. Social media users are increasingly demanding content that is inclusive and easy to engage with and platforms that don't prioritize accessibility risk losing their audience.

Closed Captioning Standards Impact on Social Media Trends

Integrating Closed Captioning Standards into social media platforms is not just a trend but a paradigm shift. It reflects a growing awareness of the importance of accessibility and inclusivity in the digital world. Content creators and brands that embrace the Closed Captioning Standard cater to a broader audience and demonstrate a commitment to social responsibility.

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9. Social Commerce

Social Commerce seamlessly integrates shopping into social media platforms, allowing users to discover and purchase products without leaving their favorite apps. Whether it's through shoppable posts, live streams, or virtual try-ons, Social Commerce is reshaping the retail industry and driving impressive results.

Impressive Stats That Showcase Social Commerce's Impact

  • 2023 Social Commerce is projected to contribute over $1.2 trillion in global sales, a staggering 25% increase from the previous year.

  • Social Commerce posts receive 36% more engagement than traditional e-commerce posts.

  • Live shopping events have become a sensation, with over 500 million viewers tuning in monthly to shop in real time.

  • 82% of consumers are more likely to purchase based on an influencer's recommendation.

What's Out: Standalone E-commerce Platforms

Traditional e-commerce websites that lack a strong social media presence are facing a decline. Consumers are increasingly drawn to seamless, social-driven shopping experiences that enable them to discover, interact, and purchase products within the same platform.

Social Commerce's Impact on Social Media Trends

Social Commerce's resilience underscores the fusion of convenience, social interaction, and shopping. It's transforming how brands connect with their audience, relying on storytelling, user-generated content, and influencers to drive sales. In 2023, businesses that embrace Social Commerce will thrive, while those clinging to old e-commerce models may face challenges.

10. GIFs

GIFs have been around since the early days of the Internet, but their popularity has only grown with time. They provide a visual punch that words alone often can't achieve. Whether it's a funny cat meme, a dramatic movie moment, or an eye-roll reaction, GIFs uniquely capture the essence of a feeling or situation in seconds.

GIF Stats

  • In 2023, over 10 billion GIFs are shared daily across various social media platforms.

  • 89% of internet users admit to regularly using GIFs in their online communications.

  • Brands that incorporate GIFs in their social media posts see a 30% increase in engagement compared to text-only content.

  • GIF creation tools and apps have seen a 50% increase in downloads in the first half of 2023.

What's In: GIF Expressionism

In 2023, GIFs have evolved beyond mere reactions and funny moments. They are now a form of digital art, a medium for expressing complex emotions, and a tool for storytelling. Brands, influencers, and everyday users leverage GIFs to create visually stunning narratives that capture attention and convey messages effectively.

GIFs provide a concise and interesting approach to communicating with people in a world with limited attention spans. By bridging the gap between text and video, they increase the shareability and interest of content.

11. The Ephemeral Content & Storytelling

Ephemeral content, the fleeting yet captivating posts that disappear after a short period, is poised to dominate social media in 2023. These bite-sized, time-sensitive stories have reshaped how we share and consume content, creating a sense of urgency and FOMO (Fear of Missing Out) that keeps audiences engaged.

Ephemeral content leverages the psychology of urgency and curiosity. Its temporary nature compels users to check in regularly, ensuring constant fresh updates. It also mirrors the fast-paced lifestyles of today's digital natives, catering to short attention spans.

Stats that Showcase Ephemeral Content's Rise

  • Instagram Stories, one of the pioneers of ephemeral content, boasts a staggering 500 million daily active users as of 2023.

  • Snapchat, the originator of disappearing content, still holds strong with 350 million daily active users.

  • TikTok's "Stories" feature, introduced in 2022, quickly gained 200 million daily users, contributing to TikTok's ever-growing dominance.

  • Twitter Fleets, Twitter's take on ephemeral content, increased user engagement by 25% within the first six months of its launch.

What's Out: Static, Evergreen Posts

In 2023, static, evergreen content that remains unchanged for extended periods is declining. Users crave the dynamic, real-time experiences that ephemeral content provides. The notion of "post it and forget it" is being replaced by "share it and keep sharing."

Ephemeral Content's Impact on Social Media Trends

Ephemeral content is more than just a trend; it's a shift in communication. Its temporary nature encourages authentic, unfiltered sharing, making it ideal for showcasing behind-the-scenes moments, flash sales, limited-time offers, and exclusive access. Businesses and influencers now leverage ephemeral content to foster deeper connections with their audience.

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Staying ahead in the constantly evolving social media landscape is crucial for businesses and brands in 2023. In order to thrive in this digital realm, understanding current social media trends is vital - HALCON Marketing Solutions is here to assist businesses and brands in navigating these trends to maximize their social media presence and thrive!

At HALCON Marketing Solutions, we understand the constantly evolving landscape of social media. Our social media marketing services aim to keep you on top of trends while maintaining authentic and meaningful engagement between your brand and targeted audience.

Contact us now to discover how HALCON Marketing Solutions can elevate your social media presence and deliver tangible results for your business. Stay in the know, relevant, and connected - stay in contact!


Are these trends relevant for all types of businesses?

While some trends may be more relevant to specific industries, many of them can be adapted to suit various types of businesses.

How do algorithms affect social media trends and content visibility?

How can businesses stay updated on evolving social media trends?

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Nicole Powell

Meet Nicole Powell, an expert whose journey spans from Manila to the Midwest, helping businesses transform into profitable and brag-worthy brands with research, creativity and neuroscience. With a determination to uplift fellow entrepreneurs, Nicole draws from her experience and mentorships with industry leaders for the past 15+ years. Her mission is clear: pay it forward, sharing the knowledge and skills she's acquired to empower others.

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