Luxury Sector Social Media Trends for 2023

As we enter the new year, we’re reflecting on the latest social media trends that will dominate in 2023. Platforms like Facebook, Instagram, LinkedIn, and Snapchat are constantly evolving, so it’s crucial for businesses to stay up-to-date on the latest changes. In this post, we’ll explore some of the biggest social media trends that you can expect to see over the next year.

It is clear that social media remains one of the most important platforms for engaging customers in the fashion and lifestyle spaces. Consumers use social media for inspiration before making a fashion or lifestyle purchase, so having an active presence on your favourite platforms is key to luxury business success.

What are the social media trends for 2023?

1. Authenticity (Again)

Was Instagram’s recent shift to focusing primarily on videos really a surprise? Video has been appearing on social media trends lists for years now. One of the most overused words in social media (though not without cause) “authenticity” is the superpower behind the channel. In recent years, there has been a growing rift between brands and their audiences. Consumers have become more cynical, and they now expect brands to produce authentic content that is relatable and shared in real-time. This shift has created a demand for social media posts that feature realistic, relatable individuals.

Authenticity is hardly breaking news. With the increase in conversations about this topic, you might question its inclusion on a trends list for 2023. However, for 2023 and future years, customers wanting brands and creators to be more authentic will only continue to grow stronger.

The trend of carousel and reel content taking precedence over other images is reflective of the continually changing aesthetics on Instagram. This preference for filter-free images and posts that capture everyday life rather than more traditional Instagram content will continue to be reflected in what we see on Instagram.

Try to overthink your content less, while still implementing structure and a solid content strategy. You should still rotate content that is informative, inspirational, educational, and promotional with the shift being the format / style of filming. If you’ve previously used filters or a highly curated content style, consider producing more relaxed, relatable, casual content. This is still relevant for luxury brands, with caveats, of course.

Sarah Keates – Founder, WOI

2. Engagement Moving to Interaction

In the past, social media platforms’ algorithms simply looked for engagement. Now, however, they prioritise interaction. Social media platforms are giving brands and creators new ways to communicate with their followers, and those who use these methods well will be rewarded. The trick is to watch out for the latest features and use them as quickly as possible. The algorithm favours accounts that make use of the features available.

The addition of interactive features like reaction stickers and video stitching is evidence that social media platforms are changing how we use them.

These new relationship-building tools for brands are actually a great opportunity to invest less time and money than in the past when individual comments would have needed replies.

Hosting regular Q&A sessions in your stories or reels, for example, is a great way to make sure your audience feels heard. This is also one of the easiest ways to gauge your audience’s interest in certain topics and adjust your content strategy accordingly.

3. The Human Touch

While brands have always understood the importance of social media, in 2023 we’ll see them connect with their audiences on a more personal level. The wisest companies will use a mix of UGC (user-generated content) along with unique brand content.

When traditional brands follow the example of their digital native peers and prioritise content featuring ‘real’ users instead of models, they maximize the potential of peer-to-peer (P2P) communication.

At the same time, we anticipate more companies will exploit social media’s laid-back ambiance that users prefer. With increased interactivity and responsiveness, brands will also adopt more conversational tones to appear personable; their content will reveal more of the business’ inner workings instead of maintaining a polished exterior. Luxury brands can use this trend to show that prestige and efficiency have their place behind the scenes as well as face-to-face with HNW clients.

4. Microinfluencers

Influencer marketing is going to be even more important this year but with a twist. With users shopping from home more frequently, your brand will be best promoted by partnering with influencers to reach your audience.

While macroinfluencers have substantial followings, they often lack engagement with their viewers. In contrast, microinfluencers engage more frequently with fewer people. For this reason, working with several lower-profile influencers in your market niche can be more effective for your business goals.

5. Social Commerce

Social commerce, or the ability to sell products and services through social media platforms, could see a big surge in 2023 as more people switch to online shopping. The Facebook Shop and Instagram Storefront are set to become two of the most popular features on their respective platforms.

Buyers of luxury items are now, more than ever, extremely knowledgeable about what they are purchasing. They will have done in-depth research on the brand and offerings before making any decisions.

With 54% of consumers using social media to research products, having information and commerce for your offering in one place gives greater convenience and produces quicker purchases.

6. Customer Service on Social

Social media networks have evolved quite far from the days of being simple channels to connect people and to give them a way to share content with each other. With their adoption for business use, another piece of the puzzle starts to fit into place. As commerce becomes a vital part of social media platforms it only makes sense that the next step is their use as a customer service channel as well. Brands need to be especially vigilant with their customer service responses on social to ensure good reputation management.

7. Social Change, Sustainability and Activism

A growing number of brands are using social media to comment on social justice, political, and environmental issues. For luxury brands that target a younger audience these topics are particularly important. Big brands are taking a stand (or not) and their audience is paying attention.

When you produce content on topics your customers are passionate about, it can also help humanize your brand. Increasing their positive outlook and loyalty towards you and your brand. Before discussing a sensitive topic, make sure to align your opinion with your audience’s so that you don’t cause offence.

In 2023, we need to be authentic above all else. Every social media platform is unique, so a brand’s strategy will also be unique to that platform. However, all brands are going to have to invest more time if they want their posts to connect with users and persuade them to convert.

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