Social Media Marketing in 2023: Key Trends and Strategies for Business Growth

Knowing trends in social media marketing is like having a compass in a vast ocean. It provides businesses with a sense of direction, allowing them to navigate the ever-changing landscape of social media and steer their marketing efforts towards success. Just as a sailor needs to be aware of the changing tides and currents, businesses must stay updated on the latest trends to effectively leverage social media for growth.

Imagine social media trends as waves that continuously roll in and out. Riding the right wave at the right time can propel a business forward, increasing its visibility, engagement, and ultimately, its bottom line. For instance, if a business identifies the rising popularity of video content on platforms like TikTok or Instagram Reels, it can ride that wave by creating engaging and shareable video content. By doing so, the business can reach a wider audience and potentially go viral, gaining exposure, and attracting new customers.

 On the flip side, failing to recognize or adapt to social media trends is akin to sailing against the wind. Businesses that ignore trends risk being left behind, becoming invisible amidst the noise of competitors who are riding those waves. It’s like trying to paddle upstream while everyone else is flowing downstream effortlessly. For instance, if a business neglects the increasing importance of influencer marketing and fails to collaborate with relevant influencers in their industry, they might miss out on valuable opportunities to reach a highly engaged and targeted audience.

 Furthermore, keeping an eye on trends helps businesses remain relevant and in touch with their target audience. Social media platforms are constantly evolving, and user preferences can change overnight. By staying attuned to emerging trends, businesses can adjust their marketing strategies and ensure their content resonates with their audience. 

 Ready to ride with me in this ocean of marketing possibilities? Here are 10 key trends you can use. 


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10 Key Trends in Social Media Marketing

Influencer Marketing

Influencer marketing is like having a trusted friend recommend a product or service to you. Businesses collaborate with influencers who have a strong online presence and a dedicated following to promote their offerings. These influencers act as brand ambassadors, sharing their experiences and endorsing products to their audience. By leveraging the influence of these individuals, businesses can reach a highly engaged and targeted customer base. 

Example: A fitness brand partnering with a popular fitness influencer can generate buzz, increase brand awareness, and drive sales among health-conscious consumers.

User-Generated Content (UGC)

UGC is like having an army of enthusiastic fans become your brand advocates. It involves encouraging customers to create and share content related to a product or service. This content can be in the form of reviews, testimonials, photos, videos, or even memes. Businesses may increase their reach and develop a feeling of community by drawing on the originality and authenticity of their customers. 

Example: A cosmetics company may launch a UGC campaign where customers share their makeup looks using a specific hashtag, creating a buzz around the brand and inspiring others to try their products.

Short-Form Video Content

Short-form video content, such as that found on TikTok or Instagram Reels, is like a bite-sized entertainment package. These platforms offer businesses an opportunity to capture users’ attention in a concise and engaging format. Companies can create entertaining or informative videos that showcase their products, demonstrate their value, or even share behind-the-scenes glimpses. By capitalizing on the popularity of short-form videos, companies can easily seize the spotlight, create virality, and draw in a large audience. 

Example: A fashion retailer can create a Reels video showcasing quick outfit transformations or styling tips, captivating viewers and encouraging them to explore their clothing collection. 

Live Streaming

Live streaming is like having a front-row seat to an exclusive event. It allows businesses to broadcast real-time video content to their audience, fostering a sense of immediacy and authenticity. Brands can use live streaming to launch new products, host Q&A sessions, showcase behind-the-scenes footage, or even collaborate with influencers. By inviting their audience to participate in these live experiences, businesses can build trust, engage in real-time interactions, and create a memorable brand experience.  

Example: A technology company can live stream the unveiling of a highly anticipated product, allowing viewers to be part of the excitement and ask questions in real-time. 

Personalization and Customization

Personalization and customization in social media marketing are like tailoring a suit to fit perfectly. Customers appreciate personalized experiences, and businesses can leverage data and technology to deliver tailored content to their audience. By analyzing user preferences, demographics, and behaviors, companies can create targeted ads, personalized recommendations, and customized messaging. This approach helps businesses create a deeper connection with customers, enhance customer satisfaction, and increase conversion rates.  

Example: An online bookstore can recommend books based on a user’s past purchases or browsing history, increasing the chances of a relevant and personalized purchase.


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Augmented Reality (AR) and Virtual Reality (VR)

AR and VR are like teleporting users into a different world. These technologies allow businesses to create immersive experiences that blend the digital and physical realms. Through AR, customers can virtually try on products, visualize how furniture would look in their homes, or even experience interactive storytelling. VR, on the other hand, can transport users to virtual showrooms, event venues, or simulated environments. By embracing AR and VR, businesses can engage their audience in unique and memorable ways, leading to increased brand engagement and conversion rates.  

Example: A home decor brand can develop an AR app that enables users to see how different furniture pieces would fit in their living rooms, providing a convenient and engaging shopping experience.

Social Commerce

Social commerce is like a virtual shopping mall where the shopping experience seamlessly integrates with social media platforms. With social commerce, businesses can sell products directly within social media channels, eliminating the need for customers to leave the platform to make a purchase. It simplifies the buying process, enhances convenience, and leverages social proof and recommendations.  

Example: A fashion brand can create an Instagram Shop, allowing users to explore and purchase products without leaving the app, while also showcasing user-generated content and influencer endorsements. 

Authenticity and Transparency

Authenticity and transparency are like building trust through an open and honest conversation. In the age of social media, consumers crave genuine connections with brands. Businesses that prioritize transparency and authenticity in their marketing efforts can build trust, foster loyalty, and differentiate themselves from competitors. This can be achieved by sharing behind-the-scenes content, showcasing company values and initiatives, and being responsive to customer feedback.  

Example: A food brand can provide insights into their sourcing and manufacturing processes, highlighting their commitment to quality ingredients and sustainable practices, thus resonating with environmentally conscious consumers.


Micro-influencers are like hidden gems in the social media landscape. Unlike mega-influencers with millions of followers, micro-influencers have a smaller but highly engaged audience within a specific niche. Collaborating with micro-influencers allows businesses to tap into their loyal and dedicated fan base. These influencers often have a more authentic and relatable relationship with their followers, leading to higher engagement and conversion rates.  

Example: A skincare brand targeting a niche market can partner with a micro-influencer who is known for their expertise and credibility in that specific area, resulting in more targeted and impactful marketing efforts. 

Social Listening and Conversational Marketing

Social listening and conversational marketing are like having your ear to the ground, actively engaging with your audience. Social listening involves monitoring social media platforms to understand customer sentiment, identify trends, and gather feedback. Conversational marketing, on the other hand, focuses on engaging in real-time conversations with customers, addressing their queries, and providing personalized assistance. By actively listening and engaging with customers, businesses can build stronger relationships, improve customer satisfaction, and gain valuable insights to refine their marketing strategies.  

Example: A telecommunications company can leverage social listening to identify customer pain points and address them proactively through conversational marketing, ultimately improving their overall customer experience.


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Importance of Brand-Storytelling and Authenticity For Business Growth

Aside from the trends you should use for your marketing skills, there’s also two things that would help your business thrive: brand-storytelling and authenticity. That’s because they go beyond traditional marketing techniques by connecting with audiences on a deeper level, fostering trust, and creating long-lasting relationships.

Brand Storytelling

Brand storytelling is like weaving a captivating tale that engages and resonates with your audience. It involves conveying your brand’s values, mission, and purpose in a narrative format, making it relatable and memorable. Here are a few reasons why brand storytelling is important:

Creating Emotional Connections

Humans are wired to connect emotionally with stories. Through brand storytelling, businesses can evoke emotions, such as joy, nostalgia, or empathy, allowing customers to forge a stronger bond with the brand. When customers feel emotionally connected to a brand, they are more likely to become loyal advocates and ambassadors.

Building Brand Identity

Brand storytelling helps shape and define a brand’s identity. By communicating the brand’s history, values, and unique selling proposition, businesses can differentiate themselves from competitors. A compelling brand story enables customers to understand what sets a brand apart and why they should choose it over alternatives.

Engaging and Captivating Audiences

In an era of information overload, captivating audiences’ attention is more challenging than ever. Brand storytelling provides a way to stand out by offering engaging and memorable content. By presenting information in a narrative format, businesses can keep their audience captivated and interested, ensuring their message resonates and leaves a lasting impression.

Techniques for Crafting Compelling Brand Stories

Define Your Brand’s Purpose and Values

Start by understanding your brand’s purpose and values. What does your brand stand for? What are its core principles? Use this foundation to craft a story that aligns with your brand’s identity and resonates with your target audience.

Understand Your Audience

To create a compelling brand story, you must know your audience intimately. Conduct market research, analyze customer data, and develop buyer personas. This understanding will help you tailor your story to address your audience’s needs, aspirations, and pain points.

Use the Power of Emotion

Emotions drive connections and actions. Incorporate emotions into your brand story to create a memorable impact. Whether it’s humor, inspiration, or nostalgia, evoke emotions that align with your brand and connect with your audience on a deeper level.

Show, Don’t Just Tell

Instead of merely listing product features or business achievements, show how your brand makes a positive difference in people’s lives. Use real-life examples, customer testimonials, or anecdotes that demonstrate the value your brand brings.

Be Authentic and Transparent

Authenticity is key to a compelling brand story. Be transparent about your brand’s journey, challenges, and triumphs. Share the stories behind your products, your team, and your commitment to quality. Avoid exaggerations or misleading claims that can erode trust.


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Authenticity is like the foundation upon which a strong brand is built. It refers to being genuine, transparent, and true to your brand’s values and promises. Here’s why authenticity is important:

Building Trust and Credibility

In a world where skepticism is high, authenticity is a powerful tool for building trust. When businesses are open, honest, and true to their values, they establish credibility with their audience. Customers are more likely to trust a brand that demonstrates authenticity, leading to stronger relationships and increased loyalty.

Differentiating from Competitors

Authenticity sets a brand apart from its competitors. By showcasing genuine values, unique stories, and transparent business practices, businesses can differentiate themselves in saturated markets. When customers perceive a brand as authentic, they are more likely to choose it over competitors offering similar products or services.

Attracting Like-minded Customers

Authenticity attracts customers who align with a brand’s values and beliefs. When businesses are true to themselves, they naturally resonate with individuals who share similar values. This creates a community of loyal customers who feel connected to the brand and become advocates, spreading the word and attracting more like-minded customers.

Techniques for Maintaining Authenticity


Consistency is vital in maintaining authenticity. Ensure your brand’s messaging, visual identity, and tone of voice align across all communication channels. Consistent branding creates a sense of trust and reliability.

Engage in Meaningful Conversations

Actively engage with your audience by responding to comments, messages, and reviews. Show genuine interest and empathy in understanding their needs and concerns. Meaningful interactions build trust and reinforce authenticity.

Stay True to Your Values

Authenticity requires staying true to your brand’s values, even in challenging situations. Avoid compromising your principles for short-term gains. Consistently demonstrate your commitment to what your brand stands for.

Share Behind-the-Scenes Content

Inviting customers behind the scenes creates a transparent and authentic connection. Share glimpses of your team, your manufacturing process, or your philanthropic initiatives. This fosters a sense of trust and humanizes your brand.

Encourage User-Generated Content (UGC)

UGC is a powerful tool for showcasing authenticity. Encourage your customers to share their experiences and stories related to your brand. Repost or highlight UGC, demonstrating that real people genuinely love and engage with your brand.

Crafting a compelling brand story and maintaining authenticity are ongoing processes. Regularly reassess and refine your brand story to ensure it aligns with your evolving values and resonates with your target audience. Remember, authenticity is not a one-time effort but an ongoing commitment to staying true to your brand’s identity, values, and promises.


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In Conclusion

As social media continues to evolve, it is important for businesses to adapt and innovate. By embracing the discussed trends, strategies, and techniques, businesses can position themselves for success in social media marketing, driving business growth, building strong customer relationships, and staying ahead of the competition.

In the fast-paced and ever-changing world of social media marketing, being knowledgeable, flexible, and authentic will be the key to unlocking the immense potential that social media platforms offer. 

Go ahead, ride the waves of trends, tell your brand’s story, and engage with your audience authentically. The possibilities for business growth in social media marketing are vast, and by harnessing these trends and strategies, you can steer your brand towards continued success in 2023 and beyond.


 Hoping this article finds you well, and as always we love to hear from you in the comments!

Thanks for reading!


You can also find more information about Allison Ramsey, Facebook Digital Marketing Professor & Empire Life Founder at Instagram, LinkedIn, Website, and Twitter

To learn more about getting started with Empire Life in launching and scaling your online empire you can contact Allison, Founder of Empire Life, on Instagram and LinkedIn.


Knowing trends in social media marketing is like having a compass in a vast ocean.

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