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5 Trends Shaping Social in 2023


Read time: 8m

It almost goes without saying, but the social media landscape is constantly changing and evolving. And now that we’re halfway through the year, it’s time to take a look at what’s on the horizon as of late.

Whether it’s a new update, an exciting added feature or even a new social media platform emerging or an old one falling flat – it can often be hard to keep up the pace. 

But where does that leave us in 2023 and beyond? Here’s a few social media trends you need to be keeping an eye on for:

Social media trends to watch out for:

Brand transparency

Consumers are demanding more transparency and integrity, so it’s time to get real. They want to know what their favourite brands stand for and ultimately, how they’re positively contributing to society. In fact, a recent survey found that 94% of consumers are more likely to stay loyal if the brand is transparent.

In 2023, it’s not enough for brands to just talk the talk about their social and environmental commitments – they need to show they’re walking the walk, too.


This means outlining the specific steps your business is taking towards more ethical business practices. For example, if you’re committed to reducing your carbon footprint, you should outline the specific initiatives you’re implementing to achieve this goal. It’s important to be honest about the challenges you’re facing and the progress you’re making. And one of the best places to start is on social media, of course!

Social media is a good place to be authentic and conversational, and display yourself as not just a brand, but a group of people that are making a real effort to make real change.

But don’t overstep the boundaries. Greenwashing, social washing, rainbow washing – making false or exaggerated claims about what you do for the environment and the community – is a big no-no. Consumers can spot insincere marketing tactics from a mile away, and they won’t hesitate to call out brands that are being disingenuous. People don’t want to hear buzzwords and fluff. Instead, focus on making real, impactful change and communicate this in an authentic way.

Decentralised networks

Though this is still one for the future, decentralised networks are starting to make themselves known in the world of social media. A growing concern around social networks is the lack of control and privacy the individual has – which is where decentralised social media platforms come in.

Simply put, these are blockchain-based platforms that allow users to publish content, while being resistant to censorship. Existing as alternatives to the bigwigs – like Facebook and Twitter – decentralisation could very well be the new way to be social.
It allows you to distribute your content to other users, but involves no snooping from big corporations, no data breaches and no selling your information to advertisers without consent. You have a say in how the network is run, and you choose who to share your data with. That way, you can take control of your online experience.

Big players in the social media space are already exploring decentralised options, and you don’t want to be left behind. Back in March, we spoke about the proposed Meta decentralised app, which is in creation as a direct response to Twitter’s downfall.
So, it’s time for brands to start thinking creatively about how to adapt their social media efforts to the rise of decentralised networks. The big win here is that decentralised platforms offer complete freedom of expression, as censorship policies don’t necessarily apply. Similarly, they open up opportunities for direct and totally transparent customer-brand interaction, leading to stronger relationships and increased loyalty.

Entering the metaverse

Are you ready to step into the metaverse? It’s time to put on your VR headset and dive headfirst into the world of avatars, virtual stores and NFTs.


The potential market for the metaverse is a whopping $800 billion, so it’s entering a critical time. It’s not just a trend, it’s a whole new way of experiencing the world and immersing yourself into social media. And with the format war between different metaverses heating up, it’s important to choose the right one for your brand.

More players are joining the race, so it’s important to start understanding it a little more. It will allow users to step inside and experience social media together, rather than just scrolling down a flat screen. While this is an exciting prospect, it’s one that definitely needs to be approached with caution, because it means that social media is set to become more addictive than ever before.  

Companies can harness the metaverse by creating branded virtual spaces, build better consumer relationships and increase brand awareness and engagement. While it may feel a little daunting at first, it’s fine to just dip your toes in in this first instance.

Social commerce goes mainstream

Social media is no longer just a place to share updates and connect with friends – it’s about to become your one-stop-shop for all your purchasing needs. No more bouncing between different apps and websites to find what you’re looking for – you can do it all without ever leaving your favourite social media platform.

Brands, listen up! Social media platforms will become integrated marketplaces, so it’s time to optimise your social media presence for those sales. Social media is the new frontier for brands to connect with customers, and if you’re not on board, you run the risk of falling behind.

Though we’ve had uncertainties over the past few years with inflation and recession leading to a poor economic outlook, you might think shopping would be the last thing on customers’ minds. However, the cost-of-living crisis drives demand for affordability, so consumers will be more willing to explore new channels – growing social commerce as a result.

It’s important to amplify your brand on social media, and create seamless shopping experiences. Utilise the power of influencer marketing, do your research and target people who you know will be interested in your product, and perhaps most importantly, build an easy user experience where customers can simply see, click, buy.

AI-generated content

A hot topic that’s certainly been on our lips for a good while now, our fifth trend is AI-generated content. AI is officially here and it’s more accessible than ever before. Whether it’s AI generative fill within Photoshop or copy generators like OpenAI’s ChatGPT, AI is quickly becoming a go-to tool for brands and creators to come up with and create content. But, is this the beginning of the end for human creativity?

Not so fast. While AI-generated content might be convenient, it’s not without its drawbacks.

One of the biggest issues is the lack of creativity and authenticity. Sure, a robot can string together a bunch of words, but it can’t replicate the human touch that makes content truly great. Plus, there’s the potential for errors, biases and ethical concerns. We can’t have all our content created by a machine that doesn’t understand the nuances of human society.

So, while AI-generated content might be on the rise, it’s not going to replace originality and creativity anytime soon. We’ll certainly see more of it in the future, but it’s up to us to make sure that we’re still injecting our own unique perspectives and ideas into the mix. After all, there’s nothing quite like the human touch.

Ready to step into social media?

In a nutshell, there’s a lot to keep up with in the world of social media, and it’s hard to stay on top of it all. But that’s what we’re here for. From the metaverse to AI-generated content and more, we’ve got the skills to craft campaigns, create content and take your social media to the next level.

Don’t get left behind - let’s work together to make your brand stand out from the rest.

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