Social Media trends and how to maximise them in 2023

Kiwis are spending more time engaging with social media than ever before, with a remarkable average of 2 hours per day spent on social in the most recent GWI study*.

Check out our latest blog for the New Zealand Marketing Association, which breaks down which trends marketers need to be consider as they plan for 2023 - you can read it here.

What are the stats?

Kiwis are spending more time engaging with social media than ever before. With a remarkable average of 2 hours per day spent on social in the most recent GWI study*.

However, after years of growth, trends show us that this social media usage is set to plateau.  As life has opened up post-pandemic, competition for attention has intensified.  Many users are also looking to adopt healthier social media habits.  In fact, since 2020 there has been a 12% rise in people saying they use social less than they used to, despite figures showing us otherwise.

But never fear social media marketers, this may just be a good thing for us.  Our audiences are increasingly discerning with less pressing need to ‘while away’ time on social.  Users are still engaging with content that lands with them and adds value not just spending less time in a scroll hole.

What do users want from your content?

Authenticity: There has been a shift towards feeds that mirror real life and away from perfection.  39% of Gen Z social media users agree that they ‘care less about impressing others on social media than they used to’.   New layouts like the ‘photo dump’ on Instagram which combines photos in a less polished, more messy aesthetic have caught on.  

Reality sells with surveyed users. 44% saying they are more likely to trust someone if they know their struggles. *  

TIP: As marketers we need to think about who we use to promote our products.  True content creators who align well to the brand will be more important that traditional ‘influencers’ with a perfect feed in 2023.

Ethics and Community: Alignment with communities and movements is increasingly important in 2023.  Movements such as #postmypill and #blacklivesmatter allowing users to showcase what they care about and align themselves to global issues.

TIP: If younger consumers are putting out more raw, socially aware material into the world, brands need to match and encourage it.  Whether it’s simply encouraging and supporting less polished and more diverse User Generated content or picking issues that align with your brand, it’s time to get personal.

Connection: Connection is still at the heart of social media.  Keeping in touch with friends and family was stated as the main reason to use social media across all generations from Gen Z to Baby Boomers.  From a commercial perspective 64% of internet users listed social media as the way they find out about new brands/products.

TIP: Brand discovery is happening on your feed.  Your social media is your chance to connect with these users.  While highly targeted dark ads might be your biggest converters – don’t forget about the value of more organic brand content which allows you to make those important connections with your established community and new users.

Want more? Read the full article here.