Whether you are a business, nonprofit, or candidate for office, the chances are high you have a presence on social media. Social media has become essential for organizations to connect with their audience, promote their products and services, and build their brand.
Some of you might think your campaign doesn’t need an Instagram account or your nonprofit doesn’t have to have a presence on Twitter, but you don’t know what will drive your brand unless you try it out. Different audiences use different platforms, and your organization must be willing to try them all. It could be an incredibly effective tool to grow your band. At K2, we stay on top of the latest platforms and their features to deliver creative strategies to our clients. We maximize your potential by leaving no stone unturned.
With the rapid evolution of social media, organizations need to stay up-to-date on the latest trends to leverage these platforms effectively. Here are four social media trends organizations need to understand and utilize in 2023:
- Short videos
- Mobile friendly content
- Crisis communications
- Commerce
First, let’s talk about short videos. TikTok and Instagram Reels have become extremely popular recently and for a good reason. Video content has been a top tool to generate engagement for many years, but short videos took off in popularity last year. These short-form videos capture attention and deliver quick, bite-sized, easily consumable content. YouTube Shorts, in particular, stand out as a new feature on the YouTube platform that allows users to create and share short videos, similar to TikTok. It allows users to create 15-second videos using music, filters, and other editing tools. Shorts can be made using the YouTube mobile app and shared on the YouTube platform and other social media platforms. What’s the growth potential of your organization by using this platform? Consider this: about 73% of adults in the United States aged 18-29 use YouTube. This is a staggering statistic. Organizations should use these platforms and all their features to showcase their products, services, or brand in a fun and engaging way. Organizations can build an audience and boost their reach by creating a mix of educational, informative, and entertaining content.
Second, it’s important to note that social media content is increasingly being viewed on mobile devices, so you must ensure your content is optimized for mobile viewing. This includes using high-quality images and videos and keeping the text concise and easy to read. Most people no longer use a traditional desktop to use social media. Platforms like Instagram and TikTok don’t have great desktop layouts because they focus all their attention on optimizing the mobile experience of their app. Organizations should ensure that their website and social media profiles are mobile-friendly so that customers can easily interact with their brand on the go.
Crisis communication is another important trend that organizations need to be aware of. Social media has become a powerful tool for managing reputation and responding to real-time situations. Southwest Airlines and the NFL are two recent examples of crises that unfolded on social media across the country. Organizations can quickly identify potential issues and respond appropriately by monitoring and analyzing social media activity. In 2023, the public expects organizations to respond quickly and appropriately on social media to a crisis. Because of this, organizations must have a plan in place to be prepared to handle any potential issues that may arise.
Finally, buying and selling products on social media is another trend that organizations need to explore. Social media platforms such as Instagram and Facebook introduced features that allow customers to purchase products directly from a brand’s social media profile (Sidenote: Facebook marketplace is the ONLY reason I’m still on Facebook as a younger millennial). This makes it easier for customers to purchase products and services and allows organizations to drive sales through their social media channels. By integrating social commerce into their social media strategy, organizations can increase conversions and improve their bottom line. Direct fundraising campaigns can also be done through social media.
Social media is essential for organizations to connect with their audience and promote their products and services. Organizations can boost their reach and drive conversions by understanding and utilizing the latest trends. An organization that uses all tools, new and old, on social media to deliver cohesive and consistent branding will succeed in amplifying engagement and visibility.
While new trends emerged in 2022, some also died off. The act of posting multiple photos, otherwise known as a photo dump, is on its way out. Filters, first made popular on Snapchat, are starting to fade in popularity.
What’s to come in 2023 and beyond? Look out for augmented reality and AI technology to play a significant role in the future of social media.
Whatever comes next, you can count on K2 to navigate your organization through the never-ending innovations and adaptations of social media.
-Chris Mulcahey