General

After the epidemic era, the status of social media has rapidly risen and has become a necessity in people's lives. Whether it's communication and shopping, social media has brought great convenience to people and also brought new directions to the marketing industry. Now that we have entered 2023, as usual, this article will analyze the trend of social media marketing and hope to provide some ideas for you to develop marketing strategies.

1、 Short videos remain mainstream

The rapid rise of TikTok demonstrates how popular short videos are. Since TikTok sparked a wave of short videos, more and more overseas social media marketing applications have launched "TikTok like" features, such as Reels on Instagram, Shorts on YouTube, Spotlight on Snapchat, and so on.

The daily entertainment time of young users is gradually shifting towards mobile video socializing, and as users' usage frequency and immersion time continue to increase, their dependence gradually deepens. Research shows that over 70% of consumers prefer to learn about products and brands through short videos.

2、 Live streaming sales welcome a boom

Compared to the booming development in China, the development of live streaming products overseas has been bumpy. Fortunately, after years of experimentation and exploration, many cross-border sellers have formed relatively mature live streaming models.

Not only manufacturers and sellers, but also various cross-border e-commerce platforms such as Amazon and Alibaba International Station, as well as overseas social and shopping platform giants, have all tried cross-border live streaming. Cross border live streaming has become a hot new trend in traffic, and it is also a new direction for brand overseas marketing.

3、 The brand will invest more funds in TikTok advertising

According to Nox Juxing, in the second quarter of 2022, the brand's expenditure on TikTok increased by 231% compared to the same period the previous year. The same study found that utilizing TikTok's DTC brand generated revenue of $1 million to $5 million. As a marketing method with a high return on investment, this trend will continue in 2023.

Compared to other platforms, TikTok has a much faster monetization speed and a more accurate user base, allowing for a more accurate understanding of users' needs and preferences.

4、 Small and medium-sized internet celebrities are becoming increasingly popular

With the development of social media marketing for internet celebrities, they have begun to play an increasingly important role between brands and consumers. In the past two years, there have been subtle changes in the cooperation methods of internet celebrity marketing, with some large brands preferring to collaborate with smaller internet celebrities.

Through the statistics of brand marketing data by Nox Focus, compared to top internet celebrities, small and micro internet celebrities are increasingly favored by major brands. Small and medium-sized micro websites have more active red fan silk groups, and their content participation and interaction rate are also relatively high, which makes their content more authentic and can better influence consumers' purchasing decisions.

5、 High quality content is more expected by users

In the era of social media, consumers are further characterized by fragmentation of contacts, node of time, and scarcity of attention. In such an environment, only high-quality content can attract consumers' interest and attention.

In recent years, low-frequency high-quality content has gradually replaced frequently published low-quality content, becoming the choice of brands on public domain platforms. Especially the interactive content of the brand, the real story behind the brand, and the content that reflects the brand's value. High quality content further endows products and brands with emotional premium space from a simple perspective of product cost-effectiveness and quality.

6、 Brands encourage users to independently produce content

Many brands have started using user generated content as evidence of the quality of their products or services. This has two benefits; Firstly, it can reduce some budget for content marketing. Secondly, it can make users feel valued and also play a role in promoting the brand. Brands encourage users to independently produce content, which will further increase user engagement and brand influence.

A survey shows that compared to brands that do not implement the UGC strategy, the brand network conversion rate using this strategy is 29% higher. With the increasing purchasing power of Generation Z, people are paying more attention to the authenticity of brands. 82% of Generation Z respondents said they believe more in the images and reviews of real consumers compared to brand advertising.

Social media marketing has become an effective channel for overseas brands to establish genuine and close connections with users. Mastering the latest trends and trends is essential for better formulating social media marketing strategies and staying invincible in this ever-changing market, "Darren said in an interview.