Social media trends that will matter most for brands, marketers and PR in 2023

The latest report reveals that AI-powered predictive analytics is set to disrupt marketing in 2023. Marketing and social media professionals will start to integrate AI-powered predictive analytics into their processes at scale to accurately forecast the next big industry trends.

With ever-changing consumer habits in the aftermath of the pandemic, persona marketing will become redundant. 2023 will see brands target their broader communities, focusing on community eco-systems to generate organic relationships and connections. 

The data demonstrates genuine community demand for this, with growing calls from influencers and public figures to join private communities on alternative platforms such as Discord or Telegram to create closer connections with their audience.

This year’s report also includes data-led insights and expert analysis from global experts and industry veterans on why brands need to get closer to their consumers, prioritise their needs with a seamless ability to predict their ever-changing demands.

The report leveraged Talkwalker’s social listening and AI-enabled analytics capabilities to uncover the 10 most impactful social media trends to expect in 2023 and demonstrate how consumers are driving these trends. 

Key trends identified in the report include:

Customer experience will get even more social 

75% of consumers say the pandemic has driven long-term changes in their behaviours and preferences, including a bigger focus on urgency. Brands must prioritise customer experience by providing support, information, or solutions as fast as possible. In 2023, expect more brands to leverage social media as dedicated support channels, enabling a fast, efficient response no matter which platform consumers use to get in touch.

Social commerce will rise and fall 

Large increases in post-pandemic digital growth and rising costs of living are driving increased demand for affordability. Soon, consumers will be more willing to explore new shopping channels such as social. However, some countries are more ready to adopt social commerce than others, with social commerce in the UK expected to grow by 37.5% on an annual basis.

Brands will place emphasis on communities rather than personas 

66% of branded communities say that their community has led to increased loyalty. Brands will focus on gaining deeper knowledge of their consumer ecosystems to understand who is driving and sharing brand-focused conversations. Influencers, employee advocates, and consumers will be engaged within brand communities to generate authentic connections and consumer-led content.

Commenting on this year’s report David Low, Talkwalker CMO said “We all know the digital ecosphere has disrupted how marketers engage with consumers. In this new environment, marketers must focus on forging symbiotic relationships through a better understanding of online conversations and taking quicker action. It’s this new understanding that will help brands create meaningful experiences and become closer to their consumers.”

Adding to this Dillon Nugent, Khoros CMO commented "As marketers, we know the value of data and the importance of listening to our customers. But, we need to be more action-oriented and use those insights more effectively. 

Consumers’ comfort level for doing things online - shopping, researching, socializing - is not slowing down as the world opens up. They also care more about their communities—global, local, IRL, and online. Marketers need to tap into these trends and behaviours more deeply to personalize customers’ experiences and create more impactful strategies that empower your brand to stay connected to customers and grow your presence in the market.”

The latest Social Media Trends Report is a collaboration between Talkwalker, a leading consumer intelligence and deep listening company, and Khoros, an award-winning leader in digital-first customer engagement software and services. The report follows the announcement of the companies’ strategic partnership to seamlessly deliver deep listening and social media management through a unified experience.

To read all of the trends brands can expect from social and the actions they should be taking in 2023, download the Social Media Trends 2023 Report here.

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