Social media trends for 2023

See what tools you can tap into to help optimise your social media activity.

Published by 

Emily Kemp


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As we move further into the digital age, social media is becoming an integral part of our daily lives.


With over 4.5 billion people using social media worldwide, it’s no surprise that social media trends are constantly evolving. 

In this blog, we’ll be looking at the social media trends for 2023 and how they will impact businesses and consumers alike.

Need help staying implementing the latest changes and trends into your organic social media strategy? Get in touch today.


The rise of social platforms as search engines


According to a recent study, social search has grown by over 70% year-on-year, and TikTok is quickly becoming one of the most popular platforms for this type of search. This is due, in part, to the platform’s recent increase in character limit, from 300 to 2,200 characters, which has made it even more effective for social SEO. 

Prabhakar Raghavan, who runs Google’s ‘Knowledge and Information organisation’ stated; “In our studies, something like almost 40% of young people, when they’re looking for a place for lunch, they don’t go to Google Maps or Search. They go to TikTok or Instagram” 

Additionally, Facebook averages over 2 billion searches a day and 83% of Instagram users say it helps them discover new products and services.

Let’s see what that looks like in practice.


   Example Google search for ‘restaurants near me’


Many of us are used to searching ‘restaurants near me’ in the Google bar, to be met with lists of local restaurant names, their distance away from you, key info about their menu and pricing, and online reviews from customers. 

Example TikTok search for ‘restaurants near me’, video from thicknsaucy

Now, you can do the same on social. But in place of static images, be met with immersive videos with more descriptive depictions of the experience you will have at a restaurant. Not bad right.

With Google facing increasing competition from TikTok and other social platforms, it will be interesting to see how this trend develops over the next few years. Businesses need to make sure their social media accounts are optimised for search to be easily found by their target audience.


What will creators look like in 2023?


The rise of creators has been one of the biggest social media trends of the past few years, and it’s set to continue in 2023. 


LinkedIn for Creators

LinkedIn Creators banner


One of the most notable changes we’re likely to see in 2023 is the increased presence of creators on LinkedIn. The platform has traditionally been associated with professional networking and job seeking, but in recent years we’ve seen more and more creators using it to showcase their work and connect with brands and collaborators. This trend is set to continue in 2023, with LinkedIn even launching a “LinkedIn for Creators” feature to make it even easier for content creators to build a presence on the platform.


TikTok Creator Marketplace


Another key development we’re likely to see in 2023 is the continued growth of the TikTok creator marketplace. This platform has revolutionised the way brands big and small connect with creators, providing a streamlined process for discovering and collaborating with influencers. With the ongoing popularity of TikTok, we can expect to see even more brands taking advantage of this marketplace to reach new audiences and boost their marketing campaigns.



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For example, Francis Bourgeois, a young man who gained a following originally through TikTok as a digital content creator with a passion for trains (@fracis_bourgeois43). With nearly 34 million views on TikTok, Francis has acquired the likes of global brands such as Gucci and The North Face for their clothing campaigns this year. 


The future of social commerce 


The valuation of social commerce is predicted to grow to $1.2 trillion by 2025.

Social commerce is the use of social media platforms to sell products and services directly to consumers. It allows brands to connect with their customers in a more personal and interactive way, providing a seamless and convenient shopping experience.

In the UK, some of the most popular platforms that offer social commerce include Facebook, Instagram, TikTok, and Pinterest. These platforms allow brands to create shoppable posts, stories, and live streams, making it easy for consumers to find and purchase products they are interested in.

Consumers and brands that use social commerce most are those in the fashion, beauty, and lifestyle industries. These industries have a strong visual element, making them well-suited to the image-based nature of social media. Additionally, these industries often target a younger demographic, who are more likely to be active on social media and to use it for shopping. 

While social commerce has the potential to overtake Amazon, it is unlikely to do so in the near future. Amazon is well-established as a leading e-commerce platform, with a wide range of products and services and a strong reputation for customer service. Additionally, Amazon has invested heavily in its own social commerce features, such as Amazon Live and Amazon Live Creator, making it a formidable competitor in the social commerce space.


Is AI the new norm?


Artificial intelligence (AI) is revolutionizing the way we interact with social media. From algorithms to content creation, AI is becoming an increasingly important tool for social media managers and marketers.

One of the primary ways AI is being used in social media is through algorithm optimisation. Social media platforms like Facebook and Instagram use complex algorithms to determine which posts are shown to which users. AI is being used to optimise these algorithms, making them more accurate and efficient. This means that users are more likely to see content that is relevant to them, and that brands are more likely to reach their target audience.

AI is also being used to help with content creation. For example, Unmetric’s AI-powered content creation tool, Create, has been used by brands like McDonald’s and Samsung to create personalised videos in minutes. These tools use AI to analyse user data and generate content that is more likely to be shared and engaged with. 

As AI becomes more prevalent in social media, it is likely that the number of social media manager and content creator roles will decrease. However, it is also possible that new roles will be created to manage and optimise the use of AI in social media.

Another popular tool currently available is the chatbot. These are AI-powered programs that can interact with users on social media platforms, responding to their messages and helping to engage with customers. These chatbots can be used to answer customer questions, provide customer service, and even to help with sales, also often eliminating or at least reducing the need for customer service or community management teams.

As AI technology continues to improve, we can expect to see more brands and businesses using it to create and distribute content, as well as to engage with their audience.




In conclusion, as we head into 2023, social media is expected to continue its evolution into a more sophisticated and powerful marketing tool. With the rise of social platforms as search engines, the increased use of AI to create content, the growth of creators, and the direction of social commerce, businesses and marketers will need to stay ahead of the game to be successful. Keep an eye on these trends, and adapt your strategies accordingly, to stay ahead of the competition.

What do you think will be the biggest social media trend for 2023? Let us know through our social channels!

Created by

Emily Kemp

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