Top 5 Social Media Trends For Retailers And Consumer Goods Firms In 2023

When it comes to social media, 2023 is set to be a year of “authenticity”, according to customer experience platform Emplifi, as brands turn to “customer influencers”, user-generated content and platforms. emerging companies such as BeReal and TikTok.

Emplifi, which has one of the largest social media databases in the world, works with 7,800 brands across a number of industries, including retail and consumer goods companies.

He identified five key social media trends that are likely to dominate retail and FMCG marketing strategies in the coming year.

1. User-generated content is king

According to Emplifi, campaigns and websites that implement user-generated content (UGC) deliver 29% higher web conversion rates than campaigns or websites that don’t. This will likely drive brands to ramp up their UGC initiatives, galvanizing customer participation and engagement.

“Authenticity will be key in 2023, and what could be more authentic than putting the spotlight on your own customers?” says Kyle Wong, chief strategy officer at Emplifi. “Expect brands to encourage customers to share their content and experiences.”

2. The rise of the “customer influencer”

Allied to the rise of UGC will be the emergence of what Emplifi describes as “the customer influencer”.

Marketing campaigns can be expensive, and even more so when influencer marketing is added to the mix. According to Emplifi, brands spend on average more than $100 (€92) per content created by an influencer. UGC, on the other hand, is free, provided brands get the right permissions to feature images on their website and social media pages.

As Gen Z continues to increase their purchasing power, there will be a greater emphasis on brand authenticity. In fact, 82% of Gen Zers surveyed said they trust brands that leverage real customer images in their marketing more than those that don’t.

3. Short video continues to dominate

The rise of TikTok indicated increased consumer demand for short-form video content, which was bolstered by the success of Instagram Reels, which outperformed all other post types on the Meta-owned platform. last year.

Notably, 80% of brands on Instagram posted at least one Reel in Q3 2022. This is a significant increase since 2021, when only 41% of brands on the social network posted content Reels.

“With the advent of other video content formats such as Instagram Reels, marketers will be faced with the challenge of readjusting their current content strategy to accommodate changing trends and investing more of their budget in video,” says Emplifi CMO Zarnaz Arlia.

4. Social platforms to offer more support

Recent studies have shown that two out of three consumers prefer to use social media during the shopping process to ask questions, make purchases online and seek customer support after purchase. However, many cite negatives to the experience, such as slow response times and a lack of 24-hour customer service.

Among consumers, 52% expect brands to respond to customer service requests through digital channels within the hour, with 22% expressing a preference for social media, 19% for email, and 16% for live chat.

“Social customer service has always been in the shadows, but with lockdowns and travel restrictions, the invisible coat has been removed,” says Arlia.

“Brands quickly realized they weren’t equipped to handle customer support efforts through their social platforms without reconsidering their social care capabilities.

“This trend isn’t going anywhere anytime soon. We’ll see more customers turn to social media platforms more frequently to connect with brands on service-related issues.”

5. More investment in TikTok advertising

TikTok has around 30 million daily users, meaning it is likely to become an increasingly lucrative arena for marketing investment in 2023. Indeed, data from the second quarter of 2022 revealed that brands have increased their spending on the platform by 231% compared to the same period last. year.

“With nearly 30 million daily active users worldwide, it’s no wonder brands are starting to explore the potential of TikTok – not only to drive brand awareness, but also for its contribution to the bottom line. “, says Arlia.

With TikTok product discovery gaining momentum, brands are using the platform more frequently to showcase products. The #TikTokMadeMeBuyIt hashtag has gained nearly 31 billion views, demonstrating how effective the platform has become for influencers and users to share their experiences in an engaging way.

As Emplifi notes, authenticity is set to rule all aspects of social media marketing in the coming year, and will be a “powerful ingredient” that can turn a “good” marketing campaign into a “great” one.

According to Arlia, “The rise of low-budget UGC and organic video will play an increasingly dominant role in the digital space as audiences move away from flashy, celebrity-endorsed campaigns and, instead, will gravitate towards reviews and actual testimonials from customers and influencers.”

Read more: 10 most followed supermarket brands on Twitter

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