Trend report: What to expect on social media in the second half of the year

Trend 1: AI - not as new as it sounds?

With the launch of ChatGPT last winter, everyone is talking about artificial intelligence. Yet AI is nothing new, not even in the social media sector. But thanks to new tools like Chat GPT, artificial intelligence is becoming increasingly important in everyday life.

Alice Talotti, Agency Solutions Manager for DACH at Meta, also points out that the use of AI is not all that new: "In social media marketing, AI has long been used for the personalized delivery of content." She adds, "Although the systems know the interests of our target groups much better than we do, not all marketers trust them yet. Advertisers who properly manage and leverage AI will give themselves a competitive advantage today and in the future."

For artificial intelligence to work well, it needs vast amounts of data. Data that will be better protected with the new data protection law in Switzerland - which comes into force on September 1, 2023.
Anyone who has not yet taken the added AI tools into account in their new privacy policy should do so as a matter of urgency.

Trend 2: All video, or what?

TikTok led the way, and other platforms have followed suit: Short videos in portrait format have become the most important format on social media. Instagram calls them reels, YouTube calls them shorts.

Benedikt Böckenförde, Founder & CEO of VISUAL STATEMENTS, also supports this trend: "If you want to reach millions of people via social media, you have to produce vertical videos that many people can identify with. Only those who manage to combine relatable storytelling with vertical video can stand out as a brand on social media from the glut of content."

When it comes to the length of a video, the rule is: as long as necessary, as short as possible. The content determines how long a video can be. Studies show that users decide within 1.7 seconds whether they want to watch a post. If you don't get to the point here, you've lost in the attention game.

Trend 3: How much authenticity do we really want?

Authenticity has almost mutated into a non-word. Everyone talks about it, and everyone understands it a little differently. According to the dictionary, authenticity means that a person's actions are not determined by external influences, but are rooted in the person himself.

At the same time, we are authentic on social media because we want to expand our reach. What works is followed up, what doesn't work is abandoned. More external influence on our actions is probably not possible.

But how else can you stand out from the masses of content if not with your own (authentic) voice? Max Schickler, Brand Partnerships Manager at TikTok, agrees: "In the second half of 2023, companies will dare to do more. Companies will find their own voice, present themselves authentically and without filters to users."

Should creators and companies thus also talk unfiltered about all the dark sides of life on social media? Caren Vonderberg, Country Manager for Austria and Switzerland at Pinterest puts it into perspective: "Platforms, brands and our industry as a whole are called upon more than ever to contribute to a healthy online experience - one that motivates and encourages people instead of dragging them down".

She adds, "Positivity literally pays off: People are proven to trust brands in positive environments more, remember them more often and are more likely to buy from them."

Authentic, yes, but then authentically positive, please? No, it's about finding a good mix of content. Just as news formats take care to include a bright spot in every broadcast - no matter how bad the rest of the news is - companies should also take care not to lose sight of the positive. Not because they aren't authentic, or because this has a positive impact on sales, but because it makes platforms feel a bit more hopeful again.

Trend 4: Is Threads the new Twitter?

While Elon Musk unceremoniously renamed Twitter "X" in what was probably the most bumbling rebranding of recent years, the "meta-copy" Threads reached more than 100 million new users in five days. Threads has thus broken the record for the fastest-growing apps and has become Twitter's biggest competitor.

It remains to be seen how sustainable this rapid growth will be. But the rapid growth shows two things above all: how quickly a platform can lose the trust of its users, and how great the need is for a Twitter alternative.

"The development of threads illustrates the interchangeability of platforms and at the same time underlines the fast-moving and dynamic nature of social media. It shows how quickly something can be forgotten. This makes it all the more important to exchange information about current developments and stay informed," emphasizes Mia Chiarina Fischlin, Social Media Project Manager at WebStages.

At the same time, the current example also shows what influence tech giants like Google, Amazon or Meta have. Only they can dare to take such a step and trigger a corresponding discourse. This makes the choice of social media platform almost political.

Trend 5: Will HR soon be a marketing job?

The battle for the best talent is on. The shortage of skilled workers reached a record level in 2022. What has been predicted for years is now being felt in most industries. The healthcare, hospitality, construction and IT sectors are particularly affected.

However, the situation has also worsened in the search for apprentices. In April, for example, over 40% of the open apprenticeship positions for August were still unfilled.

This has also moved the topic of employer branding and social recruiting up the priority list for many. The launch of new job platforms with videos in portrait format this summer further underscores the trend toward social recruiting.

While many companies are already experimenting with new formats for job ads and increasingly sharing them on social media, with the situation heating up, it's safe to assume that the pressure will lead to more boldness.

"We expect to see more and more creative job ads on social media. That's because fighting now takes place on LinkedIn, Facebook, Instagram and TikTok. Marketing and HR suddenly have to work hand in hand - writing, singing and dancing. Only those who appreciate and respect the expertise of the other department can win in the battle for the best talent," explains Tanja Herrmann, Managing Director of WebStages.

Social Media Trends Tips & Tricks on November 8 & 9, 2023.

On November 8 and 9, Switzerland's largest social media marketing conference will take place for the sixth time - WebStage Masters. TikTok, Meta, YouTube, Pinterest and Twitter (X) - they all share their knowledge during two days of master classes and keynotes. But also Sony, Axa and 20 Minuten will give insight into their best practices on Platz. The best: The conference takes place in a breathtaking setting in the middle of the mountains of Engelberg. The village can be reached from all major Swiss cities in less than two hours. Details about the program and the speakers as well as tickets are available at webstage-masters.ch.

*The article was created in collaboration with WebStage Masters.