In a digital era where change is the only constant, understanding the future of social media marketing is crucial for brands aiming to stay ahead of the curve. The “Global Social Media Trends Report” by HubSpot, in collaboration with Brandwatch, offers a deep dive into the trends that are shaping this future.
Drawing on insights from a survey of over 1,200 social media marketers globally and research among 600+ consumers, the report offers a multi-faceted view of the trends shaping social media. It delves into the evolving behaviours of consumers, the emerging platforms gaining traction, and the innovative strategies brands are employing to engage with their audiences. Here’s the key facts:
- 90% of social media marketers consider online community building essential for success in 2023.
- Around 80% of social media marketers say consumers will increasingly buy products directly within social apps.
- Instagram and Facebook are the most popular platforms for social selling.
- Approximately 76% of social media marketers report that their company offers customer service on social platforms.
- 87% of social media marketers believe consumers will search for brands on social media more often than through search engines in 2023.
From the rise of online communities to the integration of ecommerce within social platforms, the report sheds light on the pivotal trends that are redefining the way brands interact with their customers. It’s a guide for marketing professionals seeking to understand the current landscape, anticipate future shifts, and strategically position their brands for success in the dynamic world of social media marketing.
As we delve into the key findings of the report, it’s important to remember that these insights are not just statistics—they are the signposts guiding brands towards a future where digital engagement and customer connection are paramount.
The Imperative of Building Active Online Communities
The report places significant emphasis on the importance of building active online communities. A striking majority of social media marketers now view community building as absolutely essential to success. This trend marks a paradigm shift from mere content dissemination to fostering interactive and engaged communities. Platforms like Facebook and Instagram are highlighted as effective for community-building, while TikTok is gaining traction among Gen Z audiences. The conversation about communities and brands has seen a steady upward trend over the past three years, with more people talking about this topic on social media.
Social Media as the New Ecommerce Hub
The report reveals a transformative trend: social media’s evolution into an ecommerce hub. A substantial proportion of social media marketers believe that consumers will increasingly make purchases directly within social apps, preferring this to traditional websites or third-party resellers. Visual platforms like Instagram, Pinterest, and TikTok are natural fits for this trend, offering immersive experiences that blend inspiration with instant purchasing options. Notably, a significant percentage of social media marketers report that their brands are already selling products directly within social media apps.
Customer Service: The Social Media Frontier
Customer service is undergoing a social media revolution. The report indicates that a large number of social media marketers say their company offers customer service on social platforms. This trend is driven by consumers, especially younger demographics, who increasingly contact brands through DMs for customer service. The rise in mentions of “DMs” related to customer service from previous years underscores this shift.
The Emergence of Social Search and SEO
A groundbreaking trend identified in the report is the rise of social search. An overwhelming majority of social media marketers think consumers will search for brands on social media more often than through search engines. This trend is particularly pronounced among younger demographics, with a notable percentage of Gen Z already preferring social media for brand searches. Brands are advised to optimise their social media presence for search, incorporating relevant keywords and staying attuned to audience trends.
Navigating the Future: Adaptation and Innovation
The insights from the report paint a clear picture: the future of social media marketing is about building genuine communities, integrating ecommerce, providing responsive customer service, and optimising for social search. Brands that embrace these trends, adapting their strategies to the evolving digital landscape, will not only survive but thrive in the competitive world of social media marketing.
