Social media platform marketers should keep an eye out in 2023

When you visit the App Store or Google Play and search for “social media,” there are hundreds of apps to choose from. But, as the number of social platforms grows, will any of them really be game-changers for marketers this year?

In our Social Media Trends survey, we asked over 1,000 social media experts which social media platforms they will use in 2023 and compiled the data for you to find out. You can also listen to it below.

Social media trends in 2023

The hottest social media trends in 2023 are short-form videos and live streaming. Short-form video has also been the most used format by social media marketers and has the highest ROI.

This is no surprise, as platforms like TikTok are becoming more and more popular as time goes on. Platforms like TikTok and Instagram allow creators to have more control over their content, create new media decorated with special effects, and leverage different channels to diversify traffic.

Understanding what other marketers are doing and capitalizing on social media trends early gives you time to grasp what works, putting you ahead of competitors who are waiting to see how a format works and performs before using it themselves.

To help you stay ahead of the curve on social media, we’ve compiled a list of the top platforms and features you should have on your radar this year—all of which have increased in usage and user base.

Social media platform marketers should keep an eye out in 2023

The use of social media platforms among social media marketers in the United States has changed from 2021 to 2022. Specifically, the use of Instagram (+35% YoY), TikTok (+15% YoY), and Facebook (+12% YoY).

1. Instagram

Instagram is the platform that social media marketers expect to grow the most in 2023, and they say it has the most accurate algorithm and offers brands the best potential to grow their audiences.

Instagram will also grow with first-time users, with 36% of social media marketers not using it but planning to try it in 2023.

The increased investment on Instagram is in line with the social selling trend, as marketers say the app offers the best ROI for selling products directly on an app and consumers say it offers the best shopping experience in -app.

2. TikTok

As mentioned, short-form videos are one of the most popular, best-performing, and highest-ROI trends. That said, it’s no surprise that TikTok usage has increased year over year as it caters to short-form videos. Marketers have reported that TikTok offers the second-highest potential to grow audiences in 2023.

TikTok is a great platform to reach Gen Z, as our Consumer Trends survey found that 62% of the generation uses TikTok, and it’s also the platform they spend the most time on.

3. Facebook

Data shows that Facebook usage increased significantly in 2022, so it’s worth watching in 2023. Especially considering that the top trend for 2023 is investing in social media communities, and Facebook is the best platform to do that.

4. Live audio platforms

Live audio chat rooms are the media format gaining the most traction in 2023, and 23% of marketers plan to leverage them for the first time this year. Among social media marketers as a whole, Facebook Live Audio is the most popular platform (12% say they have invested in it).

Facebook Live Audio is also the most popular live audio platform leveraged by social media marketers already using live audio, followed by Twitter Spaces.

This makes sense, as 80% of Gen Z consumers, a demographic group that is steadily growing in its purchasing power, appreciate audio content because it can express their individuality and explore different sides of their personality.

New social media platforms

In the ever-changing landscape of social media, new platforms are continually emerging, bringing new ideas and opportunities to users and marketers alike. Here are some emerging platforms to keep an eye on.

Discussions

Launched by Meta in July 2023, Threads is one of the newer social media platforms on this list. Its arrival is timely due to the technical and cultural changes Twitter (now X) has faced since Elon Musk’s acquisition in 2022.

Thanks to integration with Instagram, Threads grew rapidly, reaching 100 million active users within 10 days of launch.

Users can easily transfer their Instagram profile information and followers to Threads, simplifying adoption of the app. Additionally, users can embed Thread posts into their Instagram Stories and profile bios, generating more interest in the app.

Lemon8

Lemon8 is a new social media platform owned by ByteDance (aka the parent company of TikTok). Although it initially launched in Japan in 2020, it became available in the US and UK in February 2023.

Lemon8 is often described as a combination of Pinterest and Instagram, as it is a photo sharing app where users can share and discover curated lifestyle content. Popular categories on the platform include fashion, beauty, health and wellness.

Substacks

Substack is an online platform that allows writers, journalists, and content creators to publish and monetize their work through subscription-based newsletters. It provides an easy-to-use interface for writers to create and distribute their content directly to subscribers.

Substack also offers tools to manage subscriptions, collect payments, and interact with readers. The platform has gained popularity as a way for independent writers to generate revenue and build a loyal audience without relying on traditional media or advertising.

Be real

While other social media apps are awash in materialism and superficiality, BeReal offers a platform where users can, well, be real.

The photo-sharing app works by sending you a notification every day at a random time, asking you to capture an authentic snapshot of yourself and your surroundings in real time.

BeReal doesn’t provide users with any filters, nor does it give you much time to stage a non-candid photo. Instead, it encourages users to share an authentic peak in their daily lives.

Partial

With so many social media and communication channels available, it can be difficult to get the word out when throwing a party. This is where Partiful comes in. This new social media platform aims to simplify the process of event planning and communicating with guests.

Partiful lets you create party pages for your events and invite guests with a shareable link. The platform also allows hosts to create questionnaires, send event reminders, and collect money via Venmo or Cashapp.

When guests RSVP to the event, they can choose to receive event updates via text message to their phone and see who else is attending. They can also share photos from the party on the event page and connect with other guests they met at the party.

Contraction

Twitch is a live streaming platform used primarily for streaming video games, eSports events, and other creative content. It allows users to watch live broadcasts of games played by other players, as well as interact with streamers and other viewers via chat.

Twitch also offers features like subscriptions, donations, and a variety of streaming tools to enhance your streaming experience.

Which platforms are losing steam?

According to the data, the platform with the most significant drop in usage is Twitter, with a change of -17% on an annual basis. Twitch also declined in usage (-30% year-over-year), but had the second-lowest investment among social media marketers in 2021.

Platforms like Clubhouse and Twitter Spaces surged in popularity in 2020 during the onset of the pandemic, but have slowed their growth and usage as other live audio platforms have grown.

For example, Clubhouse was one of the top emerging platforms/features that social media marketers noted investing in in our 2022 Social Media Trends report, but the 2023 report found that, of all the social media marketers, Clubhouse ranks fifth on the list in terms of investments.

How to determine which social media platforms are worth the investment

Marketers determine which social media platforms are worth investing in based on their lead generation potential, audience reach, and potential to drive traffic to your website.

The potential for a platform to build an active social media community around a brand tops the list this year, which is in line with 90% of social media marketers who say building an active community on Social media is crucial to a successful strategy in 2023.

Should you follow the social media trends of 2023?

Consumer behavior changes rapidly in the digital space, and companies that adapt to social media trends can succeed.

If you keep an eye on this type of marketing research and tailor it to your target audience, you can create a stellar social media plan that drives awareness and shows your brand in a creative light.

Remember, every trend won’t work to achieve your goals, so don’t venture into this new social media landscape without the most up-to-date data.

Editor’s Note: This post was originally published in July 2019 and has been updated for completeness.