Hootsuite report 2023: social media trends
Posted: Wed Jan 22, 2025 8:15 am
The Hootsuite 2023 report, in 46 pages, gives you an unmissable overview of the trends that are driving the gears of post-pandemic social media strategies.
Based on a survey of 10,643 digital marketing specialists conducted in July 2022, Hootsuite also includes trends detected by industry leaders such as The Harvard Business Review, McKinsey, Deloitte, Insider Intelligence, among others.
Divided into three macro themes, the report reviews the future of social marketing, social commerce and customer service via social media.
“This is a very comprehensive report that we have been following year after year . This time we can see how the industry is moving after the restrictions imposed by the pandemic.
Hootsuite analyzes the use of social media in all components of the marketing mix: product, price, promotion and point of sale,” says Vivian Valdés, business manager at Fusiona.
In addition, the research addresses social commerce oman whatsapp lead where products and services are sold directly through social media and customer service on social media.
In this note we look at three trends that you should keep in mind:
Influencers for everyone
The Hootsuite 2023 report shows that major brands have stopped investing in influencer marketing, leaving several “creators” out of work and opening the doors of this field to small and medium-sized businesses.
This is a possibility that must be weighed under the following criteria:
Verify that the potential influencer/creator participates in conversations relevant to your industry by monitoring what they share and who they interact with.
Go for strategic approach, not reach. Don’t shy away from creators with smaller followings. Large follower sizes don’t necessarily lead to higher conversions.
Find a creator who can collaborate with you and whose content is relevant to your product or service.
Understanding Social Media Platforms
People go to different networks for different reasons. On Facebook, they might catch up with an old classmate, on Twitter, they might check out the latest controversy of the day, and on TikTok, they might look to have fun with the latest viral dance.
The report notes that 52% of respondents cross-post content to multiple social platforms with as few changes as possible and only 18% create different posts from scratch for each platform.
But while cross-posting saves time, it comes at a high cost: results. Hootsuite notes that those who create different posts for each network have better results.
“By making your content tailored to each platform, you can deliver experiences that align with your audience’s reasons for being there, and that’s a much stronger perspective to base a strategy on,” Vivian notes.
Social Search in the Hootsuite Report
Google has always been the go-to search engine, but that's changing. And we're not talking about AI. Younger generations are turning to platforms like TikTok and Instagram to find out where to eat or where to buy that sweatshirt they saw at the last party.
Instead of scrolling through Google’s long list of results, they search on social platforms. According to a Hootsuite report, forty percent of 18- to 24-year-olds use social media as their primary search engine.
“Generation Z uses social media more than search engines to evaluate products, compare prices between brands and make decisions about where to spend their money,” says Vivian, and also establishes an important criterion:
“Especially if your audiences aren’t young, don’t discount Google because for the vast majority of people over 24, search is still one of the primary ways they will discover and learn about your business,” says Vivian.
And that is what this report is all about: understanding the business, the user and social networks. Since 2008, Hootsuite has been a benchmark in social media management and through its reports we can see how social networks have become an essential part of culture, connectivity between people, brands and the digital economy.
Based on a survey of 10,643 digital marketing specialists conducted in July 2022, Hootsuite also includes trends detected by industry leaders such as The Harvard Business Review, McKinsey, Deloitte, Insider Intelligence, among others.
Divided into three macro themes, the report reviews the future of social marketing, social commerce and customer service via social media.
“This is a very comprehensive report that we have been following year after year . This time we can see how the industry is moving after the restrictions imposed by the pandemic.
Hootsuite analyzes the use of social media in all components of the marketing mix: product, price, promotion and point of sale,” says Vivian Valdés, business manager at Fusiona.
In addition, the research addresses social commerce oman whatsapp lead where products and services are sold directly through social media and customer service on social media.
In this note we look at three trends that you should keep in mind:
Influencers for everyone
The Hootsuite 2023 report shows that major brands have stopped investing in influencer marketing, leaving several “creators” out of work and opening the doors of this field to small and medium-sized businesses.
This is a possibility that must be weighed under the following criteria:
Verify that the potential influencer/creator participates in conversations relevant to your industry by monitoring what they share and who they interact with.
Go for strategic approach, not reach. Don’t shy away from creators with smaller followings. Large follower sizes don’t necessarily lead to higher conversions.
Find a creator who can collaborate with you and whose content is relevant to your product or service.
Understanding Social Media Platforms
People go to different networks for different reasons. On Facebook, they might catch up with an old classmate, on Twitter, they might check out the latest controversy of the day, and on TikTok, they might look to have fun with the latest viral dance.
The report notes that 52% of respondents cross-post content to multiple social platforms with as few changes as possible and only 18% create different posts from scratch for each platform.
But while cross-posting saves time, it comes at a high cost: results. Hootsuite notes that those who create different posts for each network have better results.
“By making your content tailored to each platform, you can deliver experiences that align with your audience’s reasons for being there, and that’s a much stronger perspective to base a strategy on,” Vivian notes.
Social Search in the Hootsuite Report
Google has always been the go-to search engine, but that's changing. And we're not talking about AI. Younger generations are turning to platforms like TikTok and Instagram to find out where to eat or where to buy that sweatshirt they saw at the last party.
Instead of scrolling through Google’s long list of results, they search on social platforms. According to a Hootsuite report, forty percent of 18- to 24-year-olds use social media as their primary search engine.
“Generation Z uses social media more than search engines to evaluate products, compare prices between brands and make decisions about where to spend their money,” says Vivian, and also establishes an important criterion:
“Especially if your audiences aren’t young, don’t discount Google because for the vast majority of people over 24, search is still one of the primary ways they will discover and learn about your business,” says Vivian.
And that is what this report is all about: understanding the business, the user and social networks. Since 2008, Hootsuite has been a benchmark in social media management and through its reports we can see how social networks have become an essential part of culture, connectivity between people, brands and the digital economy.