Recap of the Top 5 Things Marketers should watch from Q1 2023
Social media is ever-changing 😅 To help stay on top of it all, we’ve compiled a list of our top five social platform updates from the last quarter that marketers should know about.
1. Instagram chief says photos will get more focus on the app in 2023
This is good news for Instagram users who’ve long been pushing for the app to avoid straying too far from its roots. Over the last two years, it feels like more video – and in particular, more Reels – have encroached into user feeds, and changed the feel of the app entirely, in various ways.
What this means for you:
With the renewed focus on photography, it will be important to continue to test performance by content type and evolve your photo/ single image static asset strategy.
2. Twitter is going to show you tweets from more people you don’t follow.
Twitter offers two different feeds: “latest tweets” which display tweets from people you follow in chronological order and “home,” a curated collection of popular tweets from your followers.
This is the latest platform to try to adopt TikTok’s strategy of a ‘discovery first’ algorithm.
What this means for you:
A strong keyword and hashtag strategy will be an important part of engaging new audiences on Twitter.
This is good news for Instagram users who’ve long been pushing for the app to avoid straying too far from its roots. Over the last two years, it feels like more video – and in particular, more Reels – have encroached into user feeds, and changed the feel of the app entirely, in various ways.
3. Pinterest provides new insights to help brands reach consumers at each stage of the purchase cycle
Pinterest is looking to get brands to expand their thinking about Pin marketing, with a broader focus on the ever-evolving customer journey, helping you reach your audience at different stages of the purchasing process.
What this means for you:
Pinterest is quickly becoming a key player in the performance marketing game. When done correctly, a full-funnel pinning strategy could yield great lower-funnel results, like conversions.
4. TikTok inches further into YouTube’s territory with a new horizontal, full screen mode
Users who have access to the test feature will see a new “full screen” button appear on square or rectangle videos in their feed. Once you click the button, the video will shift into a horizontal full screen mode that takes advantage of all the real estate on your phone.
Now that TikTok has been supporting long-form content for a while, it makes sense for the company to enhance the viewing experience for users who are watching these sorts of videos, while also making the creative experience better for creators.
What this means for you:
As all brands have existing horizontal video, dipping a toe into TikTok will be easier than ever. Be prepared for this roll out by starting to think about which videos can be used / cut down to align with TikTok best practices.
5. LinkedIn has broadened its interest targeting for paid ads
They have broadened their interest targeting offering to include 20+ new service interest attributes and 120+ new product interest attributes
What this means for you:
You now have the opportunity to reach your B2B audience with tailored content while their interest is still fresh in their minds, making LinkedIn campaigns even more effective for your business.
Food for thought
With Super Bowl wrap-ups highlighting some big wins, it’s time to start thinking about how to leverage events to activate your brand
Whether it’s the Super Bowl or smaller-scale events like conferences or national awareness months, events are a great way to drive awareness and create content that is tailored to the specific interests of your audience.
- Live event coverage
- Daily wrap-ups
- Influencer partnerships
- Active CM support
- UGC identification and amplification
- Evergreen content capture
Thanks to smart player partnerships and live social activations, we helped Invisalign reach #2 on the list of brands with the most interactions during the Super Bowl, with 4.4M interactions.
Consumer behavior changes quickly in the digital space, and businesses that adapt to social media trends can see success.
If you keep an eye on this kind of marketing research and tailor it to your target audience, you can craft a stellar social media plan that drives awareness and shows your brand in a creative light.
Remember, every trend won’t work to achieve your goals, so don’t venture into this new social media landscape without the most up-to-date data.
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