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It’s a new year and the question on every social media marketer’s mind is, “What social media trends should I expect?”

To learn more about what brands can expect in 2023 and beyond, the HubSpot Blog surveyed 1,283 marketers to discover trends B2B and B2C businesses will leverage in 2023 and which ones they’ve left in 2022.

Below, I’ve compiled ten expert or research-backed trends social media marketers should watch and leverage in 2023.

1. Brands with an engaged social media community will win in 2023.

Many brands think social media is all about sharing content but that’s only half the battle. The second half is building community – in other words, connecting and engaging with your audience.

How do you know if you have an engaged community? Here are some signs to look out for:

Unprompted promotion of your brand
Sharing of your content
Communal celebration of brand milestones and successes
Relationship building rooted in an interest in your brand and/or products

According to our survey, 90% of social media marketers say building an active online community is crucial to a successful social media strategy in 2023. It’s so important that it’s their second-biggest goal for 2023.

Looking at consumer data, we see why. Our survey found that 20% of social media users joined an online community in the past three months, while 22% actively participated in one.

Of those who take part in online communities, roughly a quarter (21%) say the biggest benefit is product discovery.

So, with that said, where should you build your online community? Social media marketers we split are split between Facebook and Instagram. Our advice is to start wherever your audience lives and use those learnings to inform your strategy on other platforms.

2. Social media is the future of e-commerce.

In 2022, shopping on social media really took off. Platforms like Instagram made it easy to make in-app purchases through shopping tabs, “save later” buttons, and more.

It starts with product discovery. For consumers ages 18 through 54, social media is the preferred channel for finding new products.

As for the purchases. over one in five Gen Z, Millennial, and Gen X social media users bought a product directly in a social media app in the past three months.

Social media marketers have also noticed an uptick in social shopping, with 47% of social media marketers surveyed also reporting in-app sales.

In addition, around 80% of social media marketers say consumers will buy products more often on social apps than on brands’ websites or third-party websites like Amazon.

Despite these numbers, many consumers are still wary of purchases through social media. According to our survey, only 41% of social media users feel comfortable making purchases on social media platforms, and only 37% trust social media platforms with their card information.

The three biggest concerns social media users reported having are:

The legitimacy of the brand (54%)
The ability to get a refund (48%)
The quality of the product (44%)

Among all the apps offering in-app purchases, Instagram is the one consumers say offers the best shopping experience. Social media marketers also believe it offers the best ROI and marketing tools.

So, if there’s one place to start, the survey suggests that Instagram is the best call.

3. DMs will be consumers’ preferred customer service channel.

If your brand’s DMs aren’t already flooded with customer service requests, they might be this year.

Around one in five Gen Z, Millennial, and Gen X social media users have contacted a brand through DMs for customer service in the past three months. And 84% of social media marketers predict that this will become consumers’ preferred customer service channel in 2023.

It seems like most brands have prepared for this, with 76% of social media marketers saying their company currently offers customer service via social and 42% saying providing customer service through DMs is a primary responsibility of their job.

To dive a bit deeper, 43% of companies providing customer service through DMs have a customer service representative responding to customers, while 41% leave it to the marketer in charge of managing that platform.

So, this is your sign to develop a plan for funneling customer service requests via social through the proper channels.

4. Search engines lose steam as consumers turn to social search.

According to our survey, 87% of social media marketers think consumers will search for brands on social media more often than through search engines in 2023.

Our survey found that 24% of consumers between 18 and 54 years old already search for brands on social media platforms more often than through a search engine. This shoots up to 36% among Gen Z.

How are social media users using search? To find:

People (58%)
Interesting content (57%)
Brands (32%)
Ideas/inspiration (32%)
Products/services to buy (31%)

This trend was even confirmed in 2022 by Google’s senior vice president of Knowledge & Information, Prabhakar Raghavan. He said that social platforms were eating up Google’s core products: Search and Maps.

“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,” said the Google exec. “They go to TikTok or Instagram.”

Raghavan explained that nowadays, young consumers are looking for more visual-rich results and steering away from search engines, which favor text.

So, the question is, how should you optimize your profiles for social search? Here are the top recommendations from social media marketers:

Including relevant keywords and hashtags in your posts and bio. 
Making sure your username is easy to search for.
Having a consistent username across accounts.

5. Influencer marketers are ditching celebrities for micro-influencers.

Here’s an interesting finding from our study: 80% of influencer marketers work with small creators (1K to 99,999 followers/subscribers), while just 16% work with accounts over 1 million followers.

What are the benefits of this strategy? It’s more affordable, establishes long-term partnerships, and offers access to engaged, tight-knight audiences.

In the earlier days of influencer marketing, follower count was the main allure. Today, quality of content and brand alignment weigh much more heavily.

A third of social media users prefer product discovery on social media through an influencer. With Gen-Z, that figure is even higher.

So, it’s clear that influencer marketing’s not going anywhere. What has shifted is which influencers hold the most value.

6. Short-form video is the highest ROI format and will see the most growth of any trend in 2023.

In 2021, we predicted TikTok would have a ripple effect on the social media landscape and we would see the continued rise of short-form video. In 2023, that trend will continue.

Short-form video is Gen Z and Millennials’ preferred format to learn about new products, with 57% of Gen Z and 42% of Millennials preferring to learn about products and their features through short-form video.

As for social media marketers, it’s the most popular format used by 54% of marketers surveyed. In addition, 33% of social media marketers plan to invest more in it than any other format, the highest of any format.

But not only is it popular, but it’s also effective – 83% of those who use it say it’s the most effective format they leverage.

This is likely why 42% of social media marketers who don’t use short-form yet plan on trying it for the first time in 2023 – the highest of any format.

7. Funny, trendy, and relatable content will stand out all 2023.

Remember when social media was all about aesthetics? You had to have the highest production value to stand out among the competition. Well, not anymore.

68% of consumers say social media content being authentic and relatable is more important than polished, high-quality content.

When it comes to social media, 50% of consumers rank funny content the highest for being the most memorable, followed by relatable content (36%).

However, funny content isn’t offering the highest ROI – relatable and trendy content are tied for #1. Despite this, 66% of social media marketers say funny content is the most effective format they use.

So much so that funny content will be the second-highest investment of any content type in 2023. In addition, of those already leveraging funny content on social media, half plan to increase their investment in it.

8. Instagram is the highest ROI platform and will see the most growth of any social app in 2023.

Our survey found that Instagram will see the most growth in 2023, compared to other social platforms.

Wondering why? Well, if you ask social media marketers their favorite social platform, they’ll likely say Instagram.

They rank it #1 for ROI, engagement, and quality leads. Social media marketers also say Instagram has the most accurate algorithm, which is essential for brand awareness and reach.

As a result, 52% of social media marketers using Instagram plan to increase their investment in 2023. On top of that, 36% of those not yet using it plan to leverage Instagram for the first time this year.

9. Social budgets will be put under the microscope.

In 2022, many marketers faced budget cuts with the threat of a recession looming. In 2023, most marketers don’t expect reductions but they are facing more oversight.

57% of social media marketers say the way they spend their budgets and the ROI it produces is being scrutinized more than in the past. Despite that, 91% of them are confident about the ROI their social media marketing activities will offer.

With half of marketers expecting budget increases and 41% expecting it to stay the same, extra eyes aren’t the worst news as the economy is still top of mind for many brands.

10. Re-sharing the same content across platforms won’t fly in 2023.

Our survey found that social media marketers manage an average of four platforms. Although the benefits of cross-posting are clear, many are starting to steer away from it.

Our survey found that only 17% of marketers are cross-posting the exact same content. Most are shifting away from a copy-paste approach and instead to a tailored one.

According to our survey, 48% are making tweaks to their content when sharing on various platforms. Meanwhile over a third (34%) are starting from scratch each every time.

The social landscape around us is constantly changing. And, although we think we know what to expect with social media, this list of trends is likely not exhaustive of what we’ll see in 2023.

As a social media marketer, the best thing you can do is to continue to research trends, online consumer behaviors, and your team’s social media data to determine which trends or strategies to lean into or how to navigate unprecedented online scenarios.

Facebook offers many ways to test the performance of your Facebook ads before they go live.

One of the most popular tools Facebook offers is A/B testing, which allows you to find out which imagery and copy resonates most with your audience.

Here, let’s dive into how you can A/B test your marketing ads on Facebook step-by-step. Even if you’re a beginner, don’t fear — split testing on Facebook is easy, and the boost in ROI can be exponential. Let’s get started.

A/B Testing Facebook Ads

A/B testing, or split testing, is a term used to describe the process of running marketing experiments to see which version connects better with your audience. Usually, they’re tested simultaneously, and the variables can be anything from layout to copy to multimedia.

A/B testing on Facebook is popular because it gives marketers an idea of what types of ads earn the highest conversion rates. Essentially, if you run a split test on Facebook, you can identify patterns in your highest performing ads and posts. This allows you to publish better and better ads, boosting your ROI.

On Facebook, you can create A/B tests in multiple ways. This is dependent on your preferred workflow; the results are virtually the same.

First, you can create an A/B test within the Ads Manager Toolbar. The Toolbar will let you use an ad campaign you’ve already created as a jumping-off point for your new test. Alternatively, you can manually duplicate a campaign or use the Experiments tool.

First, let’s go over the Toolbar method.

The simplest way to split test Facebook ads is by using the Toolbar on your Ads Manager dashboard. Here’s how.

1. Go to Facebook Ads Manager.

Ensure you’re logged into your Facebook account when you access the web page. Then, click on “Go to Ads Manager.” You’ll arrive at your dashboard, which has several tabs: Campaigns, Ad sets, and Ads. Today, we’ll work exclusively in the Campaigns tab.

2. Select the campaign you’d like to A/B test.

To complete A/B tests, you’ll need to have an existing campaign. However, you can set up an A/B test as you create an ad, too. In the second screen of the ad creation process, toggle the “Create A/B test” button under “Campaign details.”

Otherwise, if you’re not creating a new ad, select the existing campaign you’d like to optimize from the list in the Campaigns tab.

3. On the toolbar, click “A/B Test.”

Once you’ve selected your campaign, you can begin creating your A/B test. At the top of your list of campaigns is a toolbar. Click the “A/B Test” button or beaker symbol, as shown below.

Alternatively, depending on your screen size, tap the button that reads “More”, then click “A/B Test” in the drop-down menu.

4. In the A/B test workflow, tap “Get Started.”

A pop-up will appear. Tap the blue “Get Started” button to begin. You’ll immediately be able to either make a copy of your ad to edit, or pick an existing ad you’ve already made.

For this tutorial, we’ve chosen “Make a copy of this ad.” After you choose your preferred option, click “Next.”

5. Choose a variable to test.

There are several different options for variable testing, and they’re categorized based on the goals of your campaign.

The variables are as follows:

Audience: This variable will look at the effectiveness of your ads based on the audiences you aim to reach. For instance, you can test different audiences based on region.

Creative: Creative A/B tests will focus on the visual assets of your ad. So if you want to test different images, videos, or carousels, you will choose the “Creative” option.

Placements: If you want to test where on Facebook your ad will be most effective, you’ll want to pick “Placements.” This option allows you to test automatic placements.

6. Name your test and determine the winning criteria.

Name your test and choose the metrics you’ll use to determine the winner. You can also choose the time frame for how long your ad will run. After you’re done, tap “Duplicate Ad set.”

7. Edit and publish the alternate version of your ad.

In the next screen, you’ll be able to change your duplicate ad as desired. We recommend changing one variable, such as a single line of copy, an image, or another parameter. After you’re finished, click “Publish” in the bottom right-hand corner.

All done! You’re ready to perform your test. You can check the status of your test in Ads Manager.

If you find that you want to go with a different route for your A/B test, there are also options to set them up differently. For instance, let’s talk about duplication next.

Alternative Methods for Split Testing Facebook Ads

Method 1: Use Duplication to Create Facebook A/B Tests

When you choose this option, you can easily create a test by changing one variable in a nearly identical campaign or ad set. Note: This is for ads or campaigns that have already been created.

1. Access Ads Manager.

When you go to Ads Manager, go to your “Campaigns” tab. Here, you’ll see a list of your campaigns that are currently running. You’ll also see your drafted campaigns. You can choose either for duplication.

2. In the toolbar, select “Duplicate.”

After you’ve decided which campaign or ad set you want to test, click the “Duplicate” button in the toolbar.

3. Click “New A/B test.”

In the pop-up, select the “New A/B test” option. Remember, this option will let you choose a variable to change to analyze performance, so choose a campaign that fits that criteria.

4. In the A/B test workflow, choose a variable to test.

From here, the steps are the same as in the previous method. If you’re choosing an ad set to duplicate, Facebook will provide suggestions of which variable to change for you, and you can pick from there.

5. Name your test and determine the winning criteria.

Give a name to your A/B test and choose how you’ll determine the winner. Then, click “Duplicate Ad set.”

6. Edit and publish the alternate version of your ad.

After choosing your variable, you’ll see your tests next to each other in a preview. After making any necessary changes in this stage, click “Publish.”

When you publish your test, audiences will be able to interact with them, so make sure you’ve ironed out all the details before finalizing. However, you’ll be able to check back on your test in Ads Manager to access the most current insights.

Next, we’ll cover how to create an A/B test using the Experiments tool.

Method 2: Use Experiments to Create Facebook A/B Tests

The Experiments tool lets you create or duplicate ad campaigns to test. The difference between using Experiments is minor — the results are the same. Only use this option if it feels more user-friendly.

First, create the campaigns you’d like to test by clicking the green “Create” button and going through the steps. Duplicate the first campaign, change a single variable, and then head over to Experiments. Here’s how:

1. Go to Experiments.

In your Ads Manager dashboard, tap the three vertical lines of the menu, which will show you the “All tools” pane. Then, tap “Experiments.”

You can also search “Experiments” in Ads Manager’s built-in search tool.

2. Click “Get started” on the A/B Test card.

Click “Get Started.” When you do this, you’ll be taken to a page that lets you fill in the ad details.

3. Select your A/B test options.

Choose the campaigns you’d like to test. It’s important to have created the campaigns you’d like to test beforehand, or they won’t appear in the list. You can also schedule the run time of your test and fill in the test name.

4. Determine the winning criteria.

Choose which metrics Facebook should use to pick the winner. After you’re done, click “Review Test Details.”

5. Review your test and tap “Create Test.”

In the next screen, you’ll have an opportunity to see a summary of your test. If you’re happy with the results, click “Create Test.” If not, click “Edit” and make any necessary changes.

6. View all your experiments.

In the Experiments homepage, you can see all of your scheduled and running A/B tests. These include any you’ve created using the Experiments tool or through the Toolbar in the Campaigns dashboard.

Facebook uses the same base technology to run your A/B tests. The different versions of tests you can run help you make the best choices to optimize ad performance.

Next, let’s go over some best practices for running your A/B test on Facebook.

Facebook A/B Test Best Practices

Keep these best practices in mind before you begin your split test — they’ll help you run tests that are valuable and applicable to your next campaign.

1. Stay organized with tracking spreadsheets.

Because A/B tests can influence the future of your Facebook advertising strategy, it’s important to approach the process methodically and have clear goals and tracking in place. Utilizing an A/B test tracking spreadsheet ensures you can collect and analyze your data to make the most insightful, metrics-backed decisions.

Download this Template

2. Choose one variable that’ll help you reach your goals.

When you A/B test on Facebook, make sure you’re only choosing one variable to test. There’s a separate multivariate test that you can run, but for A/B, one variable is key. Your test results will be more conclusive with only one variable.

3. Pick audiences that you want to reach with ads.

Choose a new audience for your test. They should be large enough to provide measurable results, but shouldn’t be the exact same audience as a campaign you’re already running. If they’re the same as a drafted campaign, that’s okay because they’re not published.

However, if you choose the exact same audience as a campaign you’re already running, Facebook’s system might mix up your ads and provide contaminated results.

4. Use hypotheses that are measurable and valuable.

In order to analyze your test results so they’re the most valuable to you, make sure your hypothesis is measurable. To put it another way: Make sure your hypothesis is clear, easy to understand, and able to be determined with an A/B test.

Your hypothesis can be as simple as, “Which method of delivery do my audience members respond the best to?” This question can be answered by using the Delivery Optimization A/B test on Facebook.

5. Make time frames that are ideal.

Recall that when you set up your A/B test, you can choose a time frame. You can choose to run your test for up to 30 days. Facebook’s Business Center suggests at least four days, which is enough time for the technology to produce accurate results.

6. Choose a budget that works for your business.

Facebook can provide an ideal budget for you based on your test details, or you can choose an ideal budget for yourself when you’re filling in test details. Setting an ideal budget will help you determine a winning strategy — it factors in Ad Spend into the success of your test.

According to one of HubSpot’s Paid Ads specialists, Nicole Ondracek, “A big value of split testing is being able to prevent audience overlap so you know that the same audience is not seeing multiple variants which could affect the results. That way, you can confidently say which one is the clear winner.”

A/B testing gives you a better understanding of audience behavior. Performing them on Facebook streamlines the process and gives you more comfortability with Facebook’s ad system.

Additionally, Ondracek mentions that depending on split testing results, advertisers can begin to shape what type of creative they need to use for the future.

This post was originally published in March 2013 and has been updated for comprehensiveness.

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Are rewards programs keeping airlines afloat? They just might be.

Delta Airlines is taking a different marketing approach in its latest video called “Grow Your World With Every Mile” highlighting its SkyMiles program.

The program was initially launched as the “Delta Airlines Frequent Flyer Program” in 1981 and was renamed SkyMiles in 1995. The recent ad spot marks Delta’s first major investment in marketing the loyalty program. Why the recent focus on marketing a 42-year-old program?

Unsurprisingly, the COVID-19 pandemic.

How Airlines Are Creating Their Own Banks

Though travel demand and spending decreased due to the pandemic in 2020, Delta was able to generate cash by raising $6.5 billion through the SkyMiles program and payouts from its co-branded credit card partnership with American Express.

Delta isn’t alone in using this approach — United used a similar strategy to generate cash from its loyalty program during the pandemic, and recent reports have found that some popular rewards programs are worth more than the airlines.  

In late 2020, Delta created its subsidiary SkyMiles IP Ltd. which essentially serves as the company’s own “bank” that it can purchase miles from to use as financial leverage.

With this move, the success of the SkyMiles program is now integral to the success of Delta, so investing in the program’s growth is a no-brainer for the company. The more miles it can award loyal customers, the more potential capital the airline can leverage if travel demand dips again.

“Grow Your World With Every Mile” may have been the first piece of content we’ve seen promoting Delta SkyMiles, but it certainly won’t be the last.

Marketing Snippets

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The latest marketing news and strategy insights.

Twitter announced it will limit two-factor authentication to Twitter Blue subscribers.

Meta introduced a paid verification option and is testing the subscription in Australia and New Zealand.

YouTube is testing podcast management capabilities in its creator studio.

Instagram rolled out a broadcast channels feature to help creators connect with their audiences.

TikTok is launching a Creativity Program Beta to help users foster creativity and generate revenue on the platform.

Spotify is introducing a TikTok-inspired vertical feed.

Post Content

Instagram isn’t for everybody. If the latest changes to Instagram aren’t what you’re looking for, this step-by-step process for how to delete your Instagram account is for you.

Once you click that button, your profile, photos, videos, comments, likes, and followers will all be permanently removed from the app.

Before you go ahead, keep in mind that deleting your account can’t be undone. Be sure to back up your account data, write personal notes to engaged followers, and update your analytics. If you’re deleting a business Instagram account, you may want to make an archive for the SEC or FINRA, just in case.

Now, if you’re ready, start following these simple instructions, or jump to the section you’re looking for below:

How to Delete Your Instagram on an iPhone
How to Delete Instagram Permanently on Android
How to Delete Your Instagram Profile on a Desktop Computer
How to Deactivate Your Instagram

1. Log on to your Instagram app on your iPhone.

2. Go to your account, then tap the menu in the upper left-hand corner of your profile.

3. Head to ‘Settings’ > ‘Account.’

4. Scroll down the list of options, and select ‘Delete account.’

5. This section includes two choices from Instagram. First, you can deactivate your account. If you deactivate, Instagram will hide your account but you can reactivate it whenever you wish. More on this below.

If you still want to delete your Instagram account, scroll past the ‘Deactivate account’ button and click ‘Delete account.’

6. A pop-up will appear, giving you a deadline for how long you have to reactivate your account if you change your mind after deletion. Click ‘Continue deleting account.’

7. This section starts with a drop-down menu for ‘Why do you want to delete your account?’ Select the best option.

Once you choose, Instagram will offer other recommendations related to your choice. For example, if your choice is ‘Too busy/too distracting,’ instructions to temporarily remove the app from your phone will appear.

8. Keep scrolling, then re-enter your password.

9. Click the ‘Delete’ button.

Once you complete this step, your account will no longer be available on Instagram. You have 30 days to reactivate it if you change your mind. After that, your account is permanently deleted.

How to Delete Instagram Permanently on Android

The Instagram app on Android doesn’t give you a way to delete your account from the app on your mobile phone. But you can open Instagram on your browser and delete your account that way instead.

1. Log on to Instagram.com from a web or mobile browser.

2. Enter https://instagram.com/accounts/remove/request/permanent/ into your browser’s address bar. There is no way to navigate to this page from Instagram.com, so you’ll need to enter this URL directly once you’re logged in.

3. Once you land on the page, select an answer from the drop-down menu for ‘Why do you want to delete your account?’

4. After you’ve chosen an answer, you’ll be prompted to re-enter your password.

5. The prompt to permanently delete your account will appear.

1. Log on to Instagram.com from a web or mobile browser. You can also disable your account on your iPhone. You won’t be able to disable your account from within the Instagram app on Android.

2. Click the person icon in the upper right-hand corner to navigate to your profile.

3. Click ‘Edit Profile’ on your profile.

4. Scroll down until you see an option for ‘Temporarily deactivate my account’.

5. Once you land on the page, select an answer from the drop-down menu for ‘Why are you deactivating your account?’

6. After you’ve selected an answer, you’ll be prompted to re-enter your password.

7. The prompt to temporarily deactivate your account will appear.

Why Delete Instagram?

There are many reasons that Instagram is one of the most popular apps in the world. But if it isn’t right for you, it’s simple to delete your profile.

Maybe you’ve found that it’s not a fit for your audience or growth goals. Or you’re streamlining your professional accounts to reduce duplicate messaging or management overwhelm.

No matter why you’ve decided to cut back on Instagram, you have the resources you need. Review these instructions, delete or deactivate your account, and keep moving forward.

Editor’s note: This post was originally published in March 2018 and has been updated for comprehensiveness.