If there's one thing we can count on, it's that social media is always changing.
This year, authenticity was in like never before (hello, BeReal) and relatability became more important than ever (goodbye, filters).
In 2023, we're predicting an even bigger shift towards community-led content and originality.
Keep reading for the top social media trends to inspire your social media strategy in 2023.
If video is more your style, check out our YouTube video outlining a few social media predictions:
Trend #1: Less Copy & Paste Trends
In 2022, hopping on trends was a key strategy for growing on TikTok and Instagram.
But in 2023, solely using trending audio is on its way out.
In order to stand out, we predict creators and brands will incorporate more original content into their overall strategy.
From longer-form vlogs to no-frills conversations on niche topics, video content is already shifting towards casual, off-the-cuff storytelling.
Even video editing is becoming more about telling a story, like using multiple apps to create clever edits:
The challenge now is to make your video stand out in a sea of copycats.
So, we expect to see an increase in brands and creators starting their own "trends" by using a popular audio — but putting their own unique spin on it.
Take creator @lleakna, whose transitions took TikTok by storm, creating a new way to film vlog-style content:
Think less copy and paste; more original and off the cutting room floor.
FYI: With Later, you can plan and schedule your social media posts in advance — saving you tons of time. Create an account today:
Trend #2: UGC Creators Shine
UGC (aka user-generated content) is incredibly popular with brands. In fact, a 2021 study revealed that 80% of consumers say UGC highly impacts their purchasing decisions.
But not every brand has a bank of UGC to use, nor an in-house team to create photos that look organic.
Which is where UGC creators come in.
Essentially, these creators get paid to create UGC-inspired content for brands.
And if it sounds a lot like freelance content creation, you’re not far off.
In 2023, we predict UGC creators will fill a gap in the market and lead to an increase in Nano creators monetizing on social — without the need to post on their own channels.
Learn more about UGC creators (and how to become one) in this 6-minute video:
Trend #3: YouTube Shorts Takes Off
According to Adweek, views on YouTube Shorts have generated an average of 30B views per day.
The appeal of YouTube Shorts is twofold: creators who post on Shorts are able to attract more viewers to their long-form content and grow their number of subscribers.
Plus, with YouTube's upcoming monetization opportunities for Shorts, the platform will reemerge as a go-to for creators. Cha-ching.
TIP: Subscribe to Later's YouTube channel to stay up-to-date on the latest social media news, trends, and updates.
Trend #4: AI Goes Mainstream
The future has arrived and artificial intelligence (AI) is officially everywhere — and more accessible than ever.
Take TikTok effects for example. There’s a range of AI-inspired effects to choose from, including the ability to create an entire background for your video by merely typing text:
Copy generators like Chat GPT and Jasper.ai are also becoming popular with brands and creators to help them draft outlines or ideas for written content.
While AI can’t replace originality, creativity, or thought leadership, we’ll likely be seeing a lot more of it in the coming years.
Trend #5: Rise of LinkedIn Creators
Fun fact: LinkedIn is older than Facebook. So why’s it on our list of social media trends to watch in 2023?
Two words: organic engagement.
Creators are taking to the platform, infusing personality in their posts, and standing out as experts in their respective fields.
There’s even been an increase in LinkedIn “Power Users” hiring ghostwriters to pump out content to their loyal followers.
If you’ve overlooked LinkedIn in the past, it might just be time to reconsider.
With Later’s LinkedIn Scheduling tool, you can plan and post your LinkedIn content in advance! Create an account today:
Trend #6: Keyword Search & SEO Takes Center Stage
Move over Google — nearly half of Gen Z is using TikTok and Instagram for search instead.
This means that if you want your content to get discovered, optimizing your posts with keywords is more important than ever.
In a broader sense, this change reflects how searching a topic on the internet has changed.
Users are looking for a more exploratory experience with curated takes and personal experiences (think TikTok storytelling and honest reviews on Reddit).
TIP: When building out your 2023 social strategy, make a list of keywords you’d like your brand to rank for and be sure to regularly create social content around them.
Trend #7: Gated Content
There’s been a growing shift towards gated content, for a few reasons:
Fatigue of “suggested content” popping up on social feeds
Creators and brands seeking a deeper connection with their most-loyal followers
Creators wanting to “own” their content outside of always-changing social media platforms
Creators looking to monetize with “exclusive content” for their biggest fans
Whether it’s using the Instagram Subscriptions feature or taking to Substack, will this strategy make social media content and newsletters exciting again?
Only time and open rates will tell.
Trend #8: Storytelling Is Less Linear
One trend we’ve spotted in 2022 that we think will take off in 2023 is the concept of telling a story mid-way through instead of at the beginning.
It’s the ultimate hook — whether it’s decoding a trending topic or sharing a sound bite that’s bound to stop viewers in their tracks and make them want to play catch-up.
The @nolitadirtbag account is the perfect example. Its anonymous creator posts cheeky jokes for very niche New York-based fashion communities.
Not everyone is in on the joke, yet the page is quickly growing because people want to be in on it:
This style of storytelling prompts the audience to dig a little deeper to understand what’s happening.
And what better way to get someone’s attention than to make them feel a little FOMO?
Trend #9: Instagram Doubles Down on Creators
There’s a lot of talk about Instagram being “over", especially to younger generations — but we wouldn’t count it out in 2023.
One reason? The app still has over 1B monthly active users.
And while the average user may have some complaints, Instagram’s staying power will lie in how it attracts (and retains) creators.
We’ve already seen it roll out creator-specific features in 2022, and we think they’ll double down in 2023.
For more Instagram predictions, read: 10 Instagram Marketing Trends You Need to Know in 2023
Trend #10: Pay Transparency Between Brands and Creators
One thing creators know for sure: exposure doesn’t pay the bills.
And on social media, pay transparency is quickly becoming a popular topic of conversation:
Even big brands are being called out publicly for undercharging, meaning what once flew under the radar no longer flies.
Plus, with the rise of apps like Clara for Creators and Collab Scale advocating for pay transparency in the industry, the gap between what to pay (and what to charge) will only get clearer with time.
Social media is the wild west — it's constantly evolving.
And while it can be overwhelming when a new feature drops or a trend emerges, it allows you to experiment and see what works best for your specific audience and goals.
So whether it’s posting more original content or optimizing for SEO, we’re tapping these 10 social media trends as ones to watch.
Plan and schedule all of your social media content in advance with Later — for free! Create an account today.