Social Media Trends to Expect in 2023

With the new year around the corner, we thought it would be best to shed some light on what trends and shifts to expect in the world of social media marketing in 2023. 

User Generated Content 

UGC is already at the forefront of social media marketing, and we aren’t going to see it slow down in 2023. With consumers increasingly searching for authenticity online, obvious paid promotional content and endorsements are becoming less valuable. We are going to see an increase in large brands rolling out social media marketing campaigns that are solely dedicated to UGC, in order to generate large amounts of content by offering participants a reward. The Wonder Co’s social advertising content for clients is now almost all UGC, as that’s what we’re finding to be most effective.


In an ever evolving climate conscious society, consumers are largely concerned about sustainability. We’re going to see more businesses have to take accountability for their environmental impact. Consumers are smarter than false green promises now, and are demanding real change when it comes to their favourite brands. We recommend avoiding buzz-words such as green, carbon neutral, organic, clean, and biodegradable unless they are able to be proven true and meaningful. 

Short-form video content

With the popularisation of TikTok and reels, and consequently the dissipation of everyone’s attention span; short-form video content is only going to gain momentum in 2023. Consumers are used to taking in large amounts of information in a short amount of time, and businesses bank on them making snap decisions and opinions. We’re only going to see platforms increasingly capitalise on this loop, especially with the potential introduction of VR AND AR technologies, and further developments in social commerce.

Gamification & the metaverse

The metaverse and virtual reality concepts are only becoming more and more integrated into our online experiences, especially on social media. Social media platforms are going to continue to build on our immersive experiences, especially when it comes to shopping and e-tail. 

The metaverse will allow businesses to extend their promotional impact into new unimagined spaces. This might look like bumping into your friends in a completely immersive shopping center, right from the comfort of your own home. We imagine it will look like Stardoll has come to life. Large conglomerates like Gucci and Nike have already started creating digital versions of their products, known as NFT’s and trading them in virtual worlds.

This is only the very beginning of brands curating immersive customer experiences, and consumers having access to platforms that allow them to participate. 

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