Remember: different platforms attract different audiences

Take today’s social media demographics, for example. These numbers speak directly to which networks your brand should approach and what types of content to publish. Here are some key takeaways for your 2023 social media marketing strategy:

• Facebook and YouTube are both prime places for ads due in part to their high-earning user bases.
• According to the 2022 Sprout Social Index™, 71% of consumers and 65% of marketers plan on using Facebook the most in the next year. YouTube follows behind with 51% of consumers and 35% of marketers planning to use the platform.
• The top social networks among Millennials and Gen Z are Instagram and YouTube, signaling the strength of bold, eye-popping content that oozes with personality.
• Women make up more than 60% of Pinterest’s global audience.
• LinkedIn’s user base is well-educated, making it a hub for in-depth, industry-specific content that might be more niche than what you see on Facebook or Twitter.
• Consumers in the United States spend the most time on TikTok. And some 73% of users feel a deeper connection to brands they interact with on TikTok vs other platforms.

Content ideas for social media marketing in 2023

To help narrow down the specifics of what you should publish and make sure you’re developing innovative content, here are some social media trends to consider.

Stories and time-sensitive posts

Stories aren’t going anywhere. Tapping into your followers’ FOMO (fear of missing out), Stories-style content is both interactive and can’t-miss. Popping up first in your followers’ feeds by default, this content can help your brand’s account “skip the line” and stay fresh in your audience’s minds.

Stories are especially valuable for taking your followers behind-the-scenes and making your social feed feel more personal. For example, consider how you can use Stories to cover an event or take your followers on a journey without them having to leave the comfort of the ‘gram.

Short-form video

Social video is booming, especially with the rise of TikTok and Instagram Reels. Short-form productions continue to dominate the social space across all platforms due to their high engagement rate.

Sprout Social’s 2022 Index™ data shows that consumers find short-form videos 2.5x more engaging than long-form ones. Some 66% of consumers report paying the most attention to short-form content as well.

Thanks to advancements in DIY and remote video production, you don’t need a massive video production budget to be successful. All you need is a laptop or smartphone and a few tricks of the trade, like video length best practices and editing tools.

Posts that show off your human side

Both personal and personable content should be a cornerstone of your social media marketing strategy. Don’t be afraid to remind followers of the humans behind your posts.

Sprout’s 2022 Index™ data shows 34% of consumers want to see content that highlights a brand’s personality. Lean into the opportunity to be authentic and connect with your customers with humanized posts.

Collaborate with creators

If you haven’t already, it’s time to tap into the creator economy. Social partnerships are very effective when executed correctly. They can help drive traffic to your website, produce compelling content and inspire purchase decisions.

Metaverse marketing

The metaverse is projected to become an $800 billion market by 2024. And major companies and startups are already joining the metaverse by creating branded activations in this new emerging technology.