Knowledge from 1200+ International Entrepreneurs


Let’s face it – social media advertising in 2023 is more durable than ever.

Making good content material isn’t even half the battle for manufacturers in the present day. Entrepreneurs additionally must share it throughout a bunch of various apps and tweak it to suit the aesthetic and tone of every platform. 

With social media and the entrepreneurs who use it shifting on the velocity of sunshine, maintaining with new platforms, traits, and algorithm updates isn’t simple.

That will help you keep forward of the sport, we requested 1,283 social media entrepreneurs across the globe in regards to the largest traits they’re seeing, their targets, challenges, and techniques going into 2023.

Not a lot time in your palms? Click on the part you’d like to leap to right here:

1. Manufacturers with an engaged social media group will win audiences.

Neighborhood is essential to connecting and interesting along with your viewers on social. 

The largest change social media entrepreneurs have seen prior to now 12 months is the rising significance of constructing energetic social communities. In reality, 90% of them say constructing an energetic on-line group is essential to a profitable social media technique in 2023.  

90% of social marketers are focused on building active communities

Our consumer trends survey additionally backs this up — 20% of social media customers joined a web-based group prior to now three months, and 22% actively participated in a single.

So the place must you be constructing these communities? Fb and Instagram are the best platforms for group constructing total, however TikTok can be greatest for a Gen Z viewers. On the finish of the day, all of it is determined by the demographic you’re concentrating on

best platforms for communities

2. Social media might be the way forward for e-commerce.

Over the course of 2022, social media apps advanced into e-commerce platforms that join customers with merchandise they’ll purchase with out leaving the app. 

Whereas some, like Instagram, are additional alongside on this transformation, the remainder are working onerous to implement new options and instruments that allow social buying. 

So, how’s it going thus far? Presently, 47% of social media entrepreneurs say their model sells straight inside social media apps.



However what’s extra essential is that customers are discovering new merchandise on social media greater than anyplace else.

Social media takes the lead for product discovery amongst Gen Z, Millennials, and Gen X, beating out web search. Social can be the channel customers 18-54 most favor to find new merchandise on.

where consumers discover social media products

Relating to really shopping for merchandise on social media, over one in 5 Gen Z, Millennial, and Gen X social media customers have made an in-app buy prior to now three months.

This all sounds nice, however social promoting nonetheless faces a severe problem — belief.

users dont feel comfortable making purchases directly on social media

Simply 41% of social media customers really feel comfy making purchases on social media platforms and solely 37% belief social media platforms with their card data.

The three largest considerations social media customers have in terms of making purchases on social platforms are that the businesses aren’t professional (54%), that they received’t have the ability to get a refund (48%), and considerations in regards to the high quality of the merchandise being bought (44%).

social shopping concerns

When you’re able to dive into social promoting, entrepreneurs say Instagram provides essentially the most ROI and greatest instruments, whereas customers say it has the very best in-app buying expertise of any app – although that would change in 2023.

best social shopping platform

With every app providing a number of methods to promote, it’s possible you’ll be questioning which options are used most. The preferred promoting function is Instagram Outlets, utilized by 22% of social media entrepreneurs, adopted by Fb Outlets (21%), and Instagram Dwell Buying (19%).

most commonly used social selling features

3. Shoppers slide into manufacturers’ DMs for customer support.

Since social media is all about buying, it is smart that customer support is shifting into the DMs.

Round one in 5 Gen Z, Millennial, and Gen X social media customers have contacted a model via DMs for customer support prior to now 3 months, and 76% of social media entrepreneurs say their firm already provides customer support on social. 

However whose job is it to reply?

43% of firms providing customer support via DMs have a customer support rep responding to messages, whereas 41% depart it as much as the marketer accountable for managing that platform. One other 13% use automated instruments like chatbots, which I count on to turn into extra widespread this 12 months.

who responds to social media DMs

4. Shoppers are turning to social rather than Google.

There’s loads of hype proper now about how AI and social search will make Google and different search engines like google and yahoo out of date. Whereas it’s a bit quickly to make that declare, social search is unquestionably taking off in 2023. 

24% of customers 18-54 already seek for manufacturers on social media extra usually than via a search engine – and this jumps as much as 36% amongst Gen Z. 

percentage of consumers who search brands on social media

55% of social media customers in our survey use social search so let’s check out what they’re looking for. Folks, content material, manufacturers, inspiration, and merchandise/providers to purchase are the highest makes use of of social search – just about all the identical stuff we use search engines like google and yahoo for. 

what users search on social media

So, how are you going to optimize your social media accounts for social search? In accordance with social media entrepreneurs who do it, the highest methods are together with related key phrases and hashtags in your posts and bio, ensuring your username is simple to seek for, and ensuring your username is constant throughout accounts.

how marketers optimize for social search

89% of social media entrepreneurs say social search is essential to their total social technique, they usually fee Instagram, Fb, and YouTube are the platforms with the very best search capabilities.

5. Manufacturers swap out celebrities for micro-influencers.

Influencer advertising continues to be some of the efficient methods for social media entrepreneurs in 2023, however we’ve seen a brand new strategy achieve recognition.

80% of influencer entrepreneurs work with smaller creators/influencers with underneath 100K followers and simply 16% work with celebrities who’ve over one million followers.

In comparison with celebrities, working with small influencers is inexpensive, makes it simpler to ascertain long-term partnerships, and provides entry to tight-knit, engaged, and constant communities.

biggest influencer marketing benefits

And in terms of how influencer entrepreneurs determine which influencers/creators to companion with, they are saying high quality of the content material is extra essential than what number of followers influencers have. Alignment with model values additionally performs a serious function. 

No matter how large or small the influencer is, influencer advertising is a extremely efficient advertising channel that drives client buy choices.

Our client traits survey reveals that 31% of social media customers favor to find new merchandise on social media via an influencer they observe over another social format or channel. This shoots as much as 43% for Gen Z – making influencer advertising their most popular product discovery channel.

On prime of that, 21% of social media customers 18-54 have made a purchase order primarily based on an influencer’s suggestion prior to now 3 months. This additionally rises to 32% amongst Gen Z.

do influencers lead to purchases

Social media entrepreneurs are additionally betting large on influencer advertising in 2023. 81% predict that the majority firms could have a creator/influencer because the face of their model in 2023, and 47% are rising their funding, whereas one other 41% will hold it the identical.

Influencer entrepreneurs work with influencers/creators in vogue (41%) essentially the most, adopted by life-style/vlog (40%), health/well being (37%), meals (34%), journey (33%), and household (33%).

So far as platforms, influencer entrepreneurs see the highest ROI via Instagram, with YouTube and Fb tied for #2. These are additionally the three hottest platforms for influencer advertising.

The principle targets influencer entrepreneurs set when operating campaigns focus on rising model consciousness, rising their viewers, and naturally, boosting gross sales.

influencer marketing goals

Model consciousness and gross sales are additionally the highest two metrics influencer entrepreneurs monitor to measure the effectiveness of their campaigns, adopted by views and engagement.


Whereas influencer advertising is highly effective, it additionally has just a few key challenges. The largest challenges embrace maintaining with traits, the price of working with influencers, constructing a inventive technique, measuring ROI, and discovering time to handle campaigns.biggest challenges of influencer marketing

Influencer entrepreneurs additionally battle with discovering and vetting influencers who’re aligned with their model.

That is smart contemplating 55% of influencer entrepreneurs discover creators by monitoring them down themselves on social media. 47% use an company to match them with the correct influencers whereas 44% make use of a web-based platform. 

Now that we’ve gone excessive 5 traits, let’s take a deeper dive into the remainder beginning with the platforms entrepreneurs are utilizing essentially the most, which provide the very best ROI, and the social apps you’ll be able to count on to develop essentially the most in 2023.

6. Manufacturers will flock to Instagram for ROI and viewers development.

Instagram is utilized by 65% of social media entrepreneurs, coming in simply behind Fb at 67%.

The excellent news for Instagram entrepreneurs is the platform takes the highest spot for ROI, engagement, and largest potential development in 2023. 

the social media platform that offers the highest ROI

29% of social media entrepreneurs plan to speculate essentially the most in Instagram over another platform and 52% plan to extend their funding within the platform in 2023, whereas one other 39% will hold it the identical.

Instagram will develop from first-time customers too, with 36% of social media entrepreneurs not utilizing it but planning to strive it out in 2023. 

If that isn’t sufficient, Instagram is the app social media entrepreneurs count on to develop essentially the most in 2023, has essentially the most correct algorithm, and provides manufacturers the very best potential to develop their viewers.

platforms with the biggest growth opportunities


It’s additionally essential to notice that social media apps are transitioning into e-commerce platforms, and Instagram is main the cost. We’ll take a deep dive the social promoting pattern later, however a part of Instagram’s benefit proper now might be because of the truth that it has essentially the most developed in-app promoting instruments of any platform.

Earlier than shifting on to pattern #7, let’s check out just a few extra social media platforms and see how they stack up in opposition to one another.

Fb will continue to grow, however TikTok’s closing in.

Fb is perhaps the platform utilized by most social media entrepreneurs at 67%, but it surely takes the #2 spot behind Instagram for engagement and ROI.

most used social media marketing platforms

Fb may also see vital development in 2023, with 23% of social media entrepreneurs planning to speculate extra in it than another platform, and 43% plan to extend their funding in Fb, whereas 41% will proceed investing the identical quantity.

platforms that will receive investment

Regardless of that, social media entrepreneurs see Fb in third behind each Instagram and TikTok in terms of the platform with the very best potential to develop in 2023. In addition they assume TikTok is a greater guess for manufacturers to develop their viewers.

TikTok Utilization Lags Regardless of Reputation Amongst Gen Z, and Development Potential

With all of the hype round TikTok, you’d assume social media entrepreneurs are flocking to it en masse, however the actuality is that simply 36% use it. 

That isn’t too shocking because it’s one of many latest platforms on the block, but it surely begs the query of whether or not entrepreneurs are sleeping on an amazing alternative.

The important thing issue is who your advertising efforts goal – 73% of Gen Z makes use of TikTok in response to our consumer trends survey. Whereas it is true a better proportion of Gen Z (85%) use Instagram, TikTok is the platform Gen Z spends essentially the most time on. 

the top platforms used by Gen Z

The social media entrepreneurs utilizing TikTok are doubling down on their funding in 2023 – greater than entrepreneurs on another platform. 53% of them will enhance their funding in advertising on TikTok in 2023 and one other 36% will hold investing the identical quantity. 

how social media marketers will shift investments

20% of social media entrepreneurs additionally assume TikTok as a platform has extra potential for development than another, solely behind Instagram at 22%. 1 in 4 additionally say TikTok provides manufacturers the largest potential to develop their viewers of any platform, as soon as once more behind Instagram which takes the highest spot.

platforms with the most potential

So will social media entrepreneurs lastly make the leap to TikTok in 2023? 16% plan to strive it for the primary time this 12 months, the very best of any platform. When you promote to Gen Z and even Millennials, it is undoubtedly price a shot!

Wish to learn to get essentially the most ROI out of your engaged Instagram viewers? Try this Academy Course on Instagram Advertising.

YouTube Is available in Third for Utilization & ROI, however Will Proceed Rising in 2023

YouTube is the third hottest platform amongst social media entrepreneurs, utilized by 55% of them. 

14% of them say it provides the very best ROI of any platform they use, and 47% plan to extend their funding in 2023, whereas one other 38% will hold it the identical.

YouTube will continue to grow in 2023 with 14% of social media entrepreneurs planning to speculate extra in it than another platform, and 15% planning to strive it out for the primary time this 12 months.

which platforms will be used for the first time by social media marketers

When you’re considering of making an attempt out a brand new social media platform, you is perhaps inquisitive about how one can decide which of them are well worth the funding. Social media entrepreneurs prioritize the potential for lead era, viewers attain, net visitors, and constructing an energetic group. 


The platform’s viewers concentrating on instruments, social promoting instruments, and algorithm are additionally key issues.

Subsequent, let’s check out which codecs will dominate social media in 2023.

COMING FEBRUARY 15] The State of Social Media in 2023: Click Here to Set a Google Calendar Reminder 

High Content material Sorts Social Media Entrepreneurs Will Lean Into in 2023

7. Brief-form Video Continues Its Takeover

Get able to press document, as a result of video is the most well-liked, highest ROI format in terms of social media advertising, and it’ll see essentially the most development in 2023. 

the most ROI generating content

Brief-form video will proceed its profitable streak as the very best ROI format, with long-form in 2nd place, although it isn’t shut. Interviews and podcasts additionally provide excessive ROI, with bonus factors if they’ve video to go together with them. Dwell streaming and user-generated content material are additionally extremely efficient.

Brief-form video will see essentially the most development in 2023 by far, with 33% of social media entrepreneurs planning to speculate extra in it than another format. 58% of these utilizing it are additionally planning to extend their funding in 2023, whereas 32% will hold investing the identical quantity. 

which content type will see the most investment

Different High Social Media Content material Codecs

The highest format gaining steam in 2023 is stay audio chat rooms, with 23% of social media entrepreneurs planning to strive it out this 12 months. Interviews and/or podcasts, and VR/AR are additionally going to see some trial runs as entrepreneurs experiment on social media in 2023.

other top social media formats

On the buyer aspect, short-form video is Gen Z and Millennials’ most popular format to find out about new merchandise. 57% of Gen Z and 42% of Millennials favor to find out about merchandise and their options via short-form video over another format. 

Brief-form is undeniably the format of the 12 months, however what sort of content material must you be posting? Let’s have a look.

8. Humorous, fashionable, and relatable content material will stand out.

Social media entrepreneurs publish content material continuous; 20% publish day by day, 22% publish just a few instances a day, and 34% do it a number of instances every week. 

However what variety of content material are they posting? 45% publish content material that displays their model’s values, adopted by relatable (42%), instructional (39%), fashionable (39%) and humorous content material (36%).

Of the codecs they use, 66% of social media entrepreneurs say humorous content material is the best, adopted by relatable content material (63%) and stylish content material (59%).

the most effective types of social media content

However don’t simply take their phrase for it – in terms of manufacturers posting on social media, 49% of customers say humorous content material is essentially the most memorable, adopted by relatable content material at #2 (36%).  

most memorable content to consumers

Relatable and stylish content material additionally provide social media entrepreneurs the largest ROI, and entrepreneurs will make investments extra in these content material sorts in 2023. Unsurprisingly, this content material sort will develop considerably in 2023 as 26% of social media entrepreneurs plan to provide it a strive for the primary time, the very best of any content material sort. Amongst these already utilizing it, 49% plan to extend their funding and 43% hold investing the identical quantity.

Humorous content material will see the second-most funding of any content material sort in 2023 and 21% of social media entrepreneurs plan to make use of it for the primary time subsequent 12 months. Amongst these already making humorous content material, 50% plan to extend their funding whereas 41% will hold it the identical.

Social Media Challenges

9. Creating partaking content material.

Annually, one of many prime challenges social media entrepreneurs face entails creating partaking content material. So, it is no shock that 17% of these we polled mentioned it was their prime hurdle. 

And, it is smart. In social media, content material is significant for driving engagement, visitors, and conversions that enhance your corporation. Nonetheless, social media, its traits, and what individuals need to see on every platform change day by day. It is fairly powerful to maintain up.

In reality, our survey reveals maintaining with these adjustments is a job in itself. Over 20% of social media entrepreneurs seek for new or rising traits day-after-day.

how often are social media marketers researching new trends

10. Re-sharing the identical content material throughout platforms received’t fly in 2023. 

When you do publish a chunk of content material that is tremendous partaking, you’ll be able to’t simply republish it on another platform today.

We get why you’d need to repurpose social content material – making contemporary posts is not simple, and with the common social media marketer juggling 4 platforms directly, re-posting is inevitable.

However, like every group, every platform has distinctive norms, they usually don’t look fondly on manufacturers happening blatant cross-posting sprees.

The excellent news is that you just don’t need to make content material from scratch. As a substitute, tailor it to the distinctive tone, aesthetic, and demographic of every social app.

48% of social media entrepreneurs just do that – sharing comparable content material throughout platforms with some tweaks. One other 34% make distinctive content material from scratch for every platform, and simply 17% proceed to share the very same content material throughout platforms.

how social media marketers repurpose content

10. Turning engagements into leads.

Like all entrepreneurs, social media execs are at all times asking themselves, “How can my work profit the larger enterprise?” And, one measurable approach to justify enterprise impression is by driving leads or conversions.

But, that is nonetheless fairly onerous. In spite of everything, most social media scrollers do not simply need to depart their feed to turn into a lead or a buyer and are available proper again. To win them over, you will need to create content material that energizes them past the purpose of merely commenting or clicking a response emoji. That is why we completely aren’t shocked that 15% of social media entrepreneurs record lead era as one in every of their prime challenges.

Different Social Media Challenges

It is no shock that the highest social media advertising challenges principally mirror the targets we’ll focus on under. Creating partaking content material tops the record, adopted by reaching your audience, gaining and conserving followers, and making content material that generates leads. 


These challenges make sense – our analysis shows that many entrepreneurs are lacking key data on their viewers, from fundamental demographic information to the challenges they face and their hobbies. Having that data is essential to creating related, partaking content material that resonates along with your audience.

One other set of challenges revolves round maintaining with the newest traits, social platform updates, and discovering new concepts.

High Social Media Advertising and marketing Objectives

Social media entrepreneurs are laser-focused on their viewers in 2023. Connecting with their group is their prime objective, and elevating model consciousness by rising their viewers may also be a precedence. 

top social media marketing goals

Regardless of the rise of in-app social buying, driving visitors to an exterior web site remains to be a prime objective for social media entrepreneurs. However that will change drastically this 12 months as platforms proceed growing native buying instruments.

One other prime objective is advertising their products or services, together with a deal with bettering prospects’ understanding of their providing. 

20% of social media entrepreneurs additionally record bettering customer support and retention as a key precedence for 2023 – particularly as customers get extra used to reaching out for customer support over DMs.

The High Social Media Advertising and marketing Metrics

How are social media entrepreneurs monitoring success? Let’s see what metrics they’re taking a look at when posting natural and paid content material.

For each natural and paid content material, net visitors, gross sales, lead era, impressions/views, and engagement likes and feedback are the highest metrics. primary social media metrics

Unsurprisingly, when posting paid content material entrepreneurs prioritize net visitors, gross sales, and leads, whereas views and engagement are barely extra essential for natural content material.

The Greatest Instances to Put up on Social Media

As a social media marketer, you probably need to be posting at the very best instances for peak engagement. So, whereas we had our social media survey members, we acquired their ideas on the very best instances to publish throughout social media platforms within the U.S. particularly.

For tips about what different instances to publish or what to publish through the instances above, try this social scheduling guide

7 Social Media Predictions for 2023

Amongst these we surveyed:

What’s Subsequent for Social Media Advertising and marketing?

In the end, it’s as much as you and your organization to find out and plan out your future success methods! However, our information and insights are at all times right here to assist. 

To get began in constructing, refining, or researching extra alternatives to your social media technique: 

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