Social Media Trends for 2023
Posted: Sat Apr 05, 2025 9:06 am
Here is the summary of the Top 10 and small highlights of all those mentioned.
1. Social Commerce – Social Shopping – Social Ads (27 references)
It was already one of the biggest for 2022 and it is the biggest in 2023. The Pandemic accelerated the process of online shopping, daily user growth and time on the platform, leaving no doubt that Social Networks are one of the best channels for a brand to communicate. 561 billion were spent on digital ads, mostly Social Media ads, and many of the experts in the area guarantee that this number could reach 867 billion in 2026.
71% of brands say they will increase their social media budget.
80% of users say they search for information about brands on Social Media.
48% of users say they have purchased something after seeing an ad.
In the next 3 years we will see great progress in this area and great maturity in investments for sure and not “just because”.
2. Short Videos (18 references)
One of TikTok's first communication slogans, in 2018/2019, was “Real Short Videos”. Their slogan said everything they wanted for the platform and they were right.
All platforms are adopting TikTok's initial strategy. We have Reels on accurate mobile phone number list and Shorts on Youtube. It's easy to see that people want fast, dynamic and entertaining content. However, the long video format is not going away. Live and platforms like Twitch are growing, which means we want quick-consumption content, but when we get interested, we look the other way.
3. Customer Experience | Customer Service (16 references)
With messaging apps gaining even greater prominence, with brands finding the courage to speak directly to their fans and customers, the conversation will take place on Social Networks, whether in comments, groups or messaging apps. Everything will happen quickly and with up-to-the-minute responses. There will now be a direct connection or direct contact between people and brands. Basically, personalized treatment is a requirement that falls on all of us. Are brands prepared for this trend?
4. Authenticity (15 references)
One of the most downloaded platforms in Portugal, since June, is BeReal. The name itself indicates exactly what its purpose is. Being authentic and real. It's no surprise that authenticity is one of the big trends for 2023. We want real, human things that mean something to us. For this reason, in this Top 10, we will find another trend related to Authenticity, “User Generated Content”, that is, content created by our fans, followers and platform users.
It is not easy for a brand to be authentic and genuine, especially because there are many fears associated with this, but being authentic creates direct connections with customers, by promoting greater transparency that ends up helping the business.
5. TikTok (11 references)
Most downloaded platform worldwide in 2020 and 2021. Most downloaded Social Media Platform in Portugal 2020, 2021 and 2022. Will 2023 be the year of TikTok in Portugal? We are already seeing more brands joining and understanding the dynamics of the Platform. We are already starting to notice that people are coming in and staying. We also realized that the Platform is no longer seen as something for kids and lacking credibility. Yes, 2023 could finally be the year of TikTok.
6. Communities, not people (10 references)
One of the big trends for 2023 on Facebook is Groups. Groups are the new “pretty boy” of the platform. In 48 hours, Communities of 3,000, 5,000, 10,000, 40,000 people are being created. Communities related to our brands help us with practically everything. This is where we can gather direct feedback on what we are doing, they offer us valuable content for free, give us insights for the future and we can even talk directly to everyone who follows us. If we create specific places for our communities, whether it’s an Instagram page or a Facebook Group, we’re ensuring a unique place for our fans and customers.
7. Social Audio / Social Music (10 references)
Another big trend that was amplified on TikTok. Artists are already thinking about the potential their new music could have on TikTok. Brands are already creating specific music for the platform. All because, quickly, a song or a sound can go viral all over the world. In addition to all this, in recent years there has been a global and national growth in Podcasts and even playlists that have become references. Brands will have to add Audio to their strategy, because it is a demand from their fans and customers.
8. Augmented Reality / Virtual Reality (10 references)
With brands looking for new experiences to capture users' attention, one of the solutions is Augmented Reality. Several platforms such as Snapchat, Facebook, Instagram and even TikTok use filters and allow you to create them for this purpose. We are still a long way from having these technologies fulfilling 100% of what is desired, however, in 2023, we will see new companies emerging and the creation of more and more content of this type.
9. User Generated Content | Content created by fans and users (9 references)
If we want authenticity and a special connection with our customers and fans, we have to look at what they are creating and doing and then amplify it. When brands are able to do this organically, these special connections are created, humanizing them. The BeReal Platform promotes this type of content and we increasingly see #NoFilter being capitalized on by influencers and content creators, with the amplification of the brands themselves. Reviews, unboxings and tutorials are very relevant for those who buy products, which tells us that the era of User Generated Content has arrived in 2023.
10. The Metaverse (8 references)
After everything we've heard about the Metaverse in 2022, we're guaranteed to continue hearing about the Metaverse in 2023.
In addition to the Top 10, other relevant references should also be mentioned:
Influencer Marketing (8 references)
Obviously, influencers will not disappear and we will see greater investment from brands and greater maturity in the area.
Sustainability and Environment (7 references)
It is a demand from new generations and brands will use social media to express, share and amplify their position.
More Niche Social Networks (7 references)
There are already many niche social networks with interesting communities. In 2023, we will continue to see more emerge.
Predictive Analytics (6 references)
Artificial Intelligence, platform evolution, information processed in detail, we will increasingly have this area acting.
1. Social Commerce – Social Shopping – Social Ads (27 references)
It was already one of the biggest for 2022 and it is the biggest in 2023. The Pandemic accelerated the process of online shopping, daily user growth and time on the platform, leaving no doubt that Social Networks are one of the best channels for a brand to communicate. 561 billion were spent on digital ads, mostly Social Media ads, and many of the experts in the area guarantee that this number could reach 867 billion in 2026.
71% of brands say they will increase their social media budget.
80% of users say they search for information about brands on Social Media.
48% of users say they have purchased something after seeing an ad.
In the next 3 years we will see great progress in this area and great maturity in investments for sure and not “just because”.
2. Short Videos (18 references)
One of TikTok's first communication slogans, in 2018/2019, was “Real Short Videos”. Their slogan said everything they wanted for the platform and they were right.
All platforms are adopting TikTok's initial strategy. We have Reels on accurate mobile phone number list and Shorts on Youtube. It's easy to see that people want fast, dynamic and entertaining content. However, the long video format is not going away. Live and platforms like Twitch are growing, which means we want quick-consumption content, but when we get interested, we look the other way.
3. Customer Experience | Customer Service (16 references)
With messaging apps gaining even greater prominence, with brands finding the courage to speak directly to their fans and customers, the conversation will take place on Social Networks, whether in comments, groups or messaging apps. Everything will happen quickly and with up-to-the-minute responses. There will now be a direct connection or direct contact between people and brands. Basically, personalized treatment is a requirement that falls on all of us. Are brands prepared for this trend?
4. Authenticity (15 references)
One of the most downloaded platforms in Portugal, since June, is BeReal. The name itself indicates exactly what its purpose is. Being authentic and real. It's no surprise that authenticity is one of the big trends for 2023. We want real, human things that mean something to us. For this reason, in this Top 10, we will find another trend related to Authenticity, “User Generated Content”, that is, content created by our fans, followers and platform users.
It is not easy for a brand to be authentic and genuine, especially because there are many fears associated with this, but being authentic creates direct connections with customers, by promoting greater transparency that ends up helping the business.
5. TikTok (11 references)
Most downloaded platform worldwide in 2020 and 2021. Most downloaded Social Media Platform in Portugal 2020, 2021 and 2022. Will 2023 be the year of TikTok in Portugal? We are already seeing more brands joining and understanding the dynamics of the Platform. We are already starting to notice that people are coming in and staying. We also realized that the Platform is no longer seen as something for kids and lacking credibility. Yes, 2023 could finally be the year of TikTok.
6. Communities, not people (10 references)
One of the big trends for 2023 on Facebook is Groups. Groups are the new “pretty boy” of the platform. In 48 hours, Communities of 3,000, 5,000, 10,000, 40,000 people are being created. Communities related to our brands help us with practically everything. This is where we can gather direct feedback on what we are doing, they offer us valuable content for free, give us insights for the future and we can even talk directly to everyone who follows us. If we create specific places for our communities, whether it’s an Instagram page or a Facebook Group, we’re ensuring a unique place for our fans and customers.
7. Social Audio / Social Music (10 references)
Another big trend that was amplified on TikTok. Artists are already thinking about the potential their new music could have on TikTok. Brands are already creating specific music for the platform. All because, quickly, a song or a sound can go viral all over the world. In addition to all this, in recent years there has been a global and national growth in Podcasts and even playlists that have become references. Brands will have to add Audio to their strategy, because it is a demand from their fans and customers.
8. Augmented Reality / Virtual Reality (10 references)
With brands looking for new experiences to capture users' attention, one of the solutions is Augmented Reality. Several platforms such as Snapchat, Facebook, Instagram and even TikTok use filters and allow you to create them for this purpose. We are still a long way from having these technologies fulfilling 100% of what is desired, however, in 2023, we will see new companies emerging and the creation of more and more content of this type.
9. User Generated Content | Content created by fans and users (9 references)
If we want authenticity and a special connection with our customers and fans, we have to look at what they are creating and doing and then amplify it. When brands are able to do this organically, these special connections are created, humanizing them. The BeReal Platform promotes this type of content and we increasingly see #NoFilter being capitalized on by influencers and content creators, with the amplification of the brands themselves. Reviews, unboxings and tutorials are very relevant for those who buy products, which tells us that the era of User Generated Content has arrived in 2023.
10. The Metaverse (8 references)
After everything we've heard about the Metaverse in 2022, we're guaranteed to continue hearing about the Metaverse in 2023.
In addition to the Top 10, other relevant references should also be mentioned:
Influencer Marketing (8 references)
Obviously, influencers will not disappear and we will see greater investment from brands and greater maturity in the area.
Sustainability and Environment (7 references)
It is a demand from new generations and brands will use social media to express, share and amplify their position.
More Niche Social Networks (7 references)
There are already many niche social networks with interesting communities. In 2023, we will continue to see more emerge.
Predictive Analytics (6 references)
Artificial Intelligence, platform evolution, information processed in detail, we will increasingly have this area acting.