You don’t need to be a fortune teller to guess which social media trends are poised to take off in 2023. All you need is data. Combining performance and consumer preference data can create a vivid picture of the year ahead. We’re not talking about which TikTok audios will blow up in a few months. We’re talking about what’s driving audience behavioral patterns and where your brand fits in the mix.

You don’t need to be a fortune teller to guess which social media trends are poised to take off in 2023. All you need is data.

Combining performance and consumer preference data can create a vivid picture of the year ahead. We’re not talking about which TikTok audios will blow up in a few months. We’re talking about what’s driving audience behavioral patterns and where your brand fits in the mix.

1. “Edutainment” content will rule.

Edutainment isn’t just for kids anymore. A few select industries have tapped into the value of creating entertaining, informative content. In 2023, everyone will get in on the fun.

Last year, brands in the fintech space found massive success in creating thoughtful, save-worthy content. To find out what we mean, turn to Chime’s TikTok account. Their content strikes a balance between jokes about relatable financial woes and seriously helpful tips on money management.

2. BeReal will be a turning point for brands

BeReal was one of the hottest social media trends of 2022. The new kid on the block delighted users and mystified marketers. After all, what are we supposed to do with an app that doesn’t incentivize its constant use? 

While many will attempt to figure out how to market their brand on the network, you should use this as an opportunity to zoom out. Understanding why vertical networks, closed communities and apps like BeReal are thriving while consumer social media fatigue rises will be crucial to shaping your strategy.

A lot could happen in the coming months. For all we know, BeReal could introduce advertising features for brands. What really matters is figuring out what authenticity looks like for your brand and leaning in.

Brand Takeaway: In 2023, brand authenticity will make or break your business on social. Shift your focus away from fleeting viral trends and dig into what matters to your audience and business.

3. The creator economy will continue to blossom

According to video analytics firm Tubular Labs, creator and influencer viewership will hit 10 trillion views per month across all platforms in 2023. In 2022, influencer content was watched 13.2 times more than media and brand content.

If you don’t leverage creator marketing over the next 12 months, you’re missing out on a major opportunity.

Marketers across industries collaborate with creators to generate more engagement, strengthen social communities and reach new audiences. As the playing field becomes more diverse and focused, more brands will be able to find and connect with creators that operate within their target market.

Brand Takeaway: If you need help finding your next great creator partnership, start within your community. Search through your followers, superfans, customers and partners. Chances are you’ll find a crop of individuals with growing audiences that will be thrilled to work with your brand.

4. Employee advocacy will be the social media trend to talk about

In 2023, brands will tap their workforce to become creators.

Employee advocacy has been a hidden social media marketing gem for quite some time. This year, thanks to a costly paid ad environment and declining organic reach, it will step into the spotlight.

Companies that have already implemented advocacy programs are seeing an increase in brand awareness and qualified job applicants, on top of gaining more control over brand messaging and thought leadership.

As more success stories come to light, advocacy will become the go-to method of building a brand presence within an industry.

Brand Takeaway: Use this program launch checklist to brainstorm on what advocacy might look like at your company. Narrow in on what goals you’d like to achieve and how you’ll measure your success as you execute on your strategy.

5. How brands talk about sustainability will change

For the past few years, brands have proudly disclosed their environmental sustainability goals to meet the interests of conscious consumers. Now, many are opting for a quieter approach.

This practice—known as “green-hushing”—comes as a response to fears of being called out for greenwashing. Numerous nonprofit watchdog organizations are dedicated to calling out faux-sustainability claims. Overstating your brand’s practices can land an entire business in hot water.

Brand Takeaway: Treat every post that discusses your business’s corporate social responsibility practices as a PR announcement. Vet the copy and claims with a PR and CSR rep to make sure what you’re saying is accurate and to identify any potential risks that post presents.

What social media trend are you most excited for?