1、Social Media Trends+Nordic&Benelux Spotlight2023EMEA editionSee what we learned from surveying 1,269 social media marketers across Europe,the Middle East and Africa and how you can apply these findings to your own social strategy.Lets face it social media marketing is harder than ever.There are more

2、 channels to manage,customers to engage,and influencers to coordinate with.And the list of demands keeps growing.Then again,the opportunities are tremendous.So how do you stay ahead of the game?Thats exactly what we set out to discover.In HubSpots first study of social media marketing trends in EMEA

3、,we provide insights you can use to help strengthen your strategy in 2023.Together with partner Meltwater,we surveyed more than 1,200 social media marketers to understand the latest changes,challenges,goals,and more.Taking it even further,we deep dive into what those results mean for the Nordics and

4、 Benelux with a dedicated chapter looking at the nuances of social media trends in those two regions.2023 Social Media Trends+Nordic&Benelux Spotlight2023 Social Media Trends022023 Social Media Trends03Table of contentAbout this reportExecutive summaryThe top 10 trendsTrend#1:EngagementTrend#2:Selli

5、ngTrend#3:Customer serviceTrend#4:SearchTrend#5:Micro-influencersTrend#6:Short-form videoTrend#7:More reachTrend#8:Growing budgetsTrend#9:AuthenticityTrend#10:Customized contentGoals and challengesWhats happening in the Nordics and Benelux?Conclusion040607832353841434758This report examin

6、es the current state of social media marketing across the EMEA region.Its based on results from two surveys conducted by HubSpot and Meltwater and reflects trends among marketers in various roles and industries.About this reportHubSpot surveyed 519 social media marketers based in:HubSpot dataMeltwat

7、er surveyed 750 social media marketers based in:Meltwater data0%10%20%30%0%10%20%2023 Social Media Trends04HubSpot dataNon-profit-11.9%B2B-33.1%B2C-25.7%Other-2.9%Agency-19.6%They represent a variety of industries:And a range of company sizes:51%work at companies with 200 employees or less14%work at

8、 companies with 1,000+employees20%work at companies with 201-1,000 employees35%work at companies with 201-1,000 employees65%work at companies with 200 employees or less15%work at companies with 1,000+employeesTravel-3.1%Other-2.9%Non-profit-0.8%Advertising-18.3%Construction-3.9%Financial services-3.

9、9%Transport-2.3%Media-11.4%Agriculture-2.1%Consumer product-4.0%Healthcare-2.3%eCommerce-8.3%Manufacturing-3.3%Business-5.4%Education-3.1%Retail-11.6%Information-6.4%Chemicals-1.7%Electronics-2.3%Meltwater data2023 Social Media Trends05Executive summaryAt a glanceBased on our survey results,social m

10、edia marketing will:The top 10 EMEA social media trends of 2023To boost engagement and brand awareness,social media marketers are focusing on building active online communities.Close to 90%say this will be critical to success in 2023.1.Depend on engagement2023 Social Media Trends07Three in four soci

11、al media marketers agree that most brands will sell products directly within social media apps in 2023.And nearly 80%expect people to buy products in social media apps more often than they do on third-party sites like Amazon.2.Focus on sellingMore than 70%of surveyed marketers say their company offe

12、rs customer service through social media,and 81%believe it will be customers preferred channel in 2023.A whopping 84%of surveyed marketers expect consumers to search for brands on social media more often than on search engines in 2023.Not surprisingly,many also say optimising accounts for search has

13、 become more important.3.Embrace customer service4.Keep search top of mind2023 Social Media Trends08More than 85%of social media marketers are swapping celebrities for micro and nano influencers.These individuals,who have less than 10,000 followers,are less expensive and offer access to tight-knit c

14、ommunities5.Involve more micro-influencersShort-form video is by far the most popular type of social media marketing.Eight in 10 respondents say TikTok and Instagram Reels are more effective than other formats.6.Prioritise short-form videoNearly half of social media marketers plan to start using Tik

15、Tok for the first time this year and many say it offers the most potential for growing audiences.But even as they explore new channels,marketers expect Instagram will continue offering the most ROI and engagement.7.Expand to more platforms2023 Social Media Trends09Tailoring content to each platform

16、is more important than ever,and most marketers are taking time to do just that.More than half tweak content for different channels,and 29%create unique content for each platform.10.Be individualisedSix in 10 marketers say production value is far less important than authenticity when connecting with

17、customers on social media.And they plan to increase investments in creating relatable content.9.Be relatableSocial media marketing is being seen as more important within organisations at large,especially in the wake of recent economic developments.Nearly half(46%)plan to increase budgets in 2023.8.I

18、ncrease in importance2023 Social Media Trends10Trend#1EngagementIn 2023,social media marketing will depend on engagementTrend#1:EngagementWhat will be the primary goals of your companys social media marketing strategy in 2023?Fostering realtionshis/increasing brand loyaltyAdvertising products of ser

19、viceIncreasing overall revenueDriving traffic to your websiteGrowing your followersIncreasing engagementIncreasing brand awarenessGenerating leadsImproving costumer services and retentionGetting a better understanding costumer needsImproving brand sentimentImproving costumer understandingSelling pro

20、ducts directly on social platforms(e.g Instagram Shops)Establishing thought leadership0%10%20%30%HubSpot survey of 519 EMEA-based social media marketers in Jan.2023Sometimes it can be so easy to fit in,when all you want to do is stand out.This is especially true in the ever-expanding universe of soc

21、ial media platforms,where millions of brands are competing for the attention of.billions of usersIts little wonder,then,that increasing brand awareness and engagement top the list of social media marketers goals for 2023.The marketers in our survey said they prioritise awareness and engagement more

22、than any other goal.These objectives take priority over the number of followers,website traffic,revenue,and even marketing leads.2023 Social Media Trends12HubSpot survey of 519 EMEA-based social media marketers in Jan.20230%10%20%30%Which platform is most effective for building an active community o

23、n social media?2023 Social Media Trends13How do marketers plan to boost engagement?The answer can be summed up in a word:community.The majority(87%)say building an active online community around your brand will be critical to success in 2023.Another 41%say its become more important in the past year,

24、making this activity the#1 way social media marketing changed from 2021 to 2022.So where should you be building these communities?Respondents say Facebook and Instagram are by far the most effective platforms for community building overall,with some variations for different industries.Twitter was li

25、sted as the top platform by nonprofits,for example,while advertising and marketing agencies say TikTok is second to Instagram.At the end of the day,it all depends on the specific audience youre targeting.Use social listening to boost engagementQUICK TIPStruggling to build an active online community?

26、Consider.By regularly reviewing how people talk about your brand,you can quickly identify opportunities for engagement.Social listening programs are also budget-friendly and easy to manage.In fact,28%of the social media marketers in our survey already have one in place,and 15%plan to start one in 20

27、23.starting a social listening program2023 Social Media Trends14Trend#2SellingIn 2023,social media marketing will focus on sellingTrend#2:SellingHubSpot survey of 519 EMEA-based social media marketers in Jan.2023“In 2023 consumers will buy products from brands directly in social media apps more ofte

28、n than from brands website.”“In 2023 consumers will buy products from brands directly in social media apps more often than from third-party websites.”Strongly agreeSomewhat agreeNeither agree or disagreeSomewhat disagreeStrongly disagreeStrongly agreeSomewhat agreeNeither agree or disagreeSomewhat d

29、isagreeStrongly disagree2023 Social Media Trends16Could social media be the future of e-commerce?Based on our survey results,the answer is a resounding yes.A notable 84%of surveyed marketers say social shopping is very or somewhat important to their overall social media strategies.And 37%say increas

30、ing sales is a top goal when using social media marketing with good reason.In recent years,social media apps have evolved from basic news feeds into full-blown e-commerce platforms where users can purchase products without leaving the app.While some,like Instagram,are further along in this transform

31、ation,the rest are working hard to enable social commerce.Which means some big changes are on the horizon.Just 42%of social media marketers say their brand currently sells products directly within social media apps.But that number is likely to change soon.Three in four social media marketers agree t

32、hat most brands will sell products directly within apps in 2023,and they expect consumers to buy them.Start with the leading social commerce platforms.QUICK TIPIf youre ready to start diving into social selling,experienced marketers say Instagram and Facebook offer the best return on investment.Near

33、ly 40%of the respondents in our survey are already using Instagram Shopping.And in a separate study,these tools were found to Another 47%of marketers use Facebook Shops and Facebook Marketplace.enable higher ROI than any other Instagram strategy.2023 Social Media Trends17Trend#3Customer ServiceIn 20

34、23,social media marketing will embrace customer serviceTrend#3:Costumer ServiceA costumer servicerepresentativeThe social media marketer in charge og managing the social media platformAn automated response tool(e.g.a chatbot)Other(specify)0%20%10%40%50%30%When customer service related requests are m

35、ade on social media,who is responsible for responding?Consumers arent just using social media to shop.Theyre turning to it for customer service,too.More than 70%of surveyed marketers say their company offers customer service through social media,and 81%believe it will be customers preferred channel

36、in 2023.Providing social customer care is especially important in Europe,where customers are 5%more likely than Americans to switch to a competitor after a poor experience.But whose job is it to respond?Among companies that offer customer service through direct message(DM),43%have a designated custo

37、mer service representative respond to messages.Another 39%leave it up to the marketer in charge of managing each platform,while 13%use automated tools like chatbots.2023 Social Media Trends19HubSpot survey of 519 EMEA-based social media marketers in Jan.2023Set up streamsQUICK TIPLooking to enhance

38、customer service on social media?Start by.This form of social listening makes it easy to keep a close eye on questions,comments,feedback,mentions,and other interactions that require a quick response.Many brands have set up dedicated customer service accounts,too.setting up monitoring streams2023 Soc

39、ial Media Trends20Trend#4SearchIn 2023,social media marketing will keep search top of mindTrend#4:SearchHubSpot survey of 519 EMEA-based social media marketers in Jan.2023Strongly agreeSomewhat agreeNeither agree or disagreeSomewhat disagreeStrongly disagree“Consumers will search for brands on socia

40、l media more often than through search engines in 2023.”2023 Social Media Trends22According to Googles top search experts,younger users are increasingly turning away from search engines.An estimated users now rely on apps like Instagram and TikTok to find everything from lunch spots to answers to li

41、fes big questions.Our latest survey results indicate the rest of the social media user population may not be far behind.When asked to name the biggest ways social media marketing has changed from 2021 to 2022,30%said optimising social media accounts for search has become more important.The reason?Th

42、ey expect people to search for brands on social media more often than on search engines.40%of Gen ZEight in 10 surveyed marketers say social search is important to their overall social media marketing strategy,and 24%have already taken steps to optimise accounts.Among those who have invested time an

43、d resources into optimising for social search,94%say it resulted in high or average ROI.Another 5%say it resulted in more ROI than any other social media trend.Optimise your account with keywordsQUICK TIPWhat are the most effective strategies for optimizing your social media accounts for social sear

44、ch?So,how can you optimise your social media accounts for social search?And where should you focus your efforts?According to social media marketers who do it,top strategies include adding relevant keywords and hashtags to your bio,making sure your username is easy to search for,and ensuring your use

45、rname is consistent across accounts.Pressed for time?Start with Instagram and Facebook.More than half of the marketers in our survey say they have the best in-app search capabilities.Including relevant keywords and hashtags in your bioMaking sure that your username(your)is easy to search forIncludin

46、g relevant keywords and hashtags in your social postsMaking sure that your username(your)is consistent across social accountsTagging your location in your social postsAdding your location of address to your bio0%40%20%80%60%HubSpot survey of 519 EMEA-based social media marketers in Jan.20232023 Soci

47、al Media Trends23Trend#5Micro-influencersMeltwater survey of 750 EMEA-based social media marketers in Jan.2023One thing is certain influencer marketing is here to stay.Roughly one-third of surveyed social media marketers currently work with influencers or have an influencer marketing program.Among t

48、hose who dont,19%have plans to start a program in 2023.Those numbers are even higher within the business-to-consumer(B2C)realm,where 71%of B2C organisations plan to use influencer marketing in 2023.Heres where this trend gets really interesting:A growing number of brands are swapping celebrities for

49、 micro-influencers.Why?Because working with these individuals is proving to not only be less expensive but offer access to more tight-knit communities,too.When deciding which influencers to partner with on social media,marketers also say the quality of content is more important than the number of fo

50、llowers.No-44.3%Yes-36.3%Not yet,planned for 2023-19.4%Does your organization work with influencers or have an influencer marketing program?2023 Social Media Trends25In 2023,social media marketing willinvolve more micro-influencersTrend#5:Micro-influencersA whopping 86%of marketers are now opting to

51、 work with micro and nano influencers who have less than 10,000 followers.Half work with macro influencers those with 100,000 to 1 million followers while just 20%collaborate with celebrities in the 1 million+follower range.Whether big or small,influencers will continue to play a central role in soc

52、ial media marketing strategies.Eight in ten marketers say influencer marketing is somewhat or very important,and more than half say the ROI is better than other marketing channels.Four in 10 are maintaining their influencer marketing investments and 46%plan to devote even more to it in 2023.Add in t

53、he fact that 70%of companies have a dedicated influencer marketing manager on board,and its clear the trend is here to stay.HubSpot survey of 519 EMEA-based social media marketers in Jan.2023HubSpot survey of 519 EMEA-based social media marketers in Jan.20230%30%40%50%10%20%Your budget/how much they

54、 chargeWhere they are locatedTheir followers/subscriberTheir aesthetic/brandingThe rate at which their audienceTheir alignment with your companysTheir expertise in your particularThe quality of their contentThe demographic of their audienceHow do your determine which influencers/creators to partner

55、with on social media?How big are the audiences of the influencers/creators your company works with?Nano influencers(1,000-9,999 followers/subscribers)Micro influencers(10,000-99,999 followers/subscribers)Macro influencers(100K-1 million followers/subscribers)Mega influencers(over 1 million followers

56、/subscribers)0%40%20%80%60%2023 Social Media Trends26Focus on finding the best fit for your brandQUICK TIPHow do you?And which apps are likely to work best?It all comes down to the products and services youre promoting.Marketers throughout EMEA work most closely with influencers who specialize in li

57、festyle and vlogging(49%),fitness and health(40%),and fashion(42%)with niches like travel,food,and family not far behind.They see the highest ROI on Instagram and use it to work with influencers more than any other platform.decide which influencers to work with0%10%5%20%15%Which social media platfor

58、m results in the biggest ROI when working with influencers?2023 Social Media Trends27Trend#6Short-form videoIn 2023,social media marketing will prioritize short-form videoTrend#6:Short-form videoMeltwater survey of 750 EMEA-based social media marketers in Jan.2023HubSpot survey of 519 EMEA-based soc

59、ial media marketers in Jan.2023Get ready to press record,because short-form video will continue to play a central role in social media marketing strategies and will see high growth in 2023.More than 60%of social media strategies include Instagram Reels,TikTok,and the like.That makes this format more

60、 popular than everything from user-generated content to live streaming.Heres where this trend gets really interesting:A growing number of brands are swapping celebrities for micro-influencers.Why?Because working with these individuals is proving to not only be less expensive but offer access to more

61、 tight-knit communities,too.When deciding which influencers to partner with on social media,marketers also say the quality of content is more important than the number of followers.Theres a reason seconds-long videos are so prominent on social media apps.Put simply,they work.An astounding 84%of surv

62、eyed marketers say short-form video is the most effective format they leverage,and 37%say it results in the highest ROI.Thats 4.5x higher than user generated content,live streaming and memes all of which tied for second at just 8%LiveUser-generatedShort-form videosInfographicsInterviews/podcastsLong

63、-form videosEphemeralLive audio chatMemesVR or AR0%20%40%60%80%LiveUser-generatedShort-form videosMemesLong-form videosInterviews/podcastsEphemeralVR or ARInfographicsLive audio chat0%10%29%30%40%Which formats does your company leverage as part of its social media strategy?Which social media format

64、has resulted in the biggest ROI this year?2023 Social Media Trends29Meltwater survey of 750 EMEA-based social media marketers in Jan.2023In other wordsIf youre not already prioritizing,nows the time.Among those who havent used short videos in the past,44%plan to try it for the first time in 2023.And

65、 59%of surveyed marketers will invest even more in them.The format is so popular that many marketers are outsourcing video production to specialists.Video ProductionContent Production(text/pictures)Social Media AdvertisingInfluencer MarketingWhich part of your social media efforts have you outsource

66、d?2023 Social Media Trends30When in doubt,go for authenticity.More than half of the marketers in our survey outsource video production for social media.But is polished and professional what people really want?In an online world filled with sponsored posts and paid influencers,consumers crave authent

67、icity more than ever.Studies have long shown that based on how real they are.And in this years HubSpot survey,62%of social media marketers say authentic content is more important than videos with high production value.So go ahead and use the you have on hand your followers will thank you.people deci

68、de which brands to supportvideo marketing toolsQUICK TIPTrend#7More reachIn 2023,social media marketing will expand to more platformsTrend#7:More reachMost organizations are using at least four of the most common social media platforms,and many are expanding their reach.Facebook,Instagram,YouTube,an

69、d Twitter top the list of current channels,with others like Whatsapp and TikTok not far behind.In fact,many social media marketers are counting on TikTok as a strong investment for the future.Nearly half(45%)plan to start using it for the first time this year,and 28%expect it to experience the most

70、growth.Another 27%say TikTok offers brands the most potential for growing audiences and more than half will devote more resources to it.Meltwater survey of 750 EMEA-based social media marketers in Jan.2023HubSpot survey of 519 EMEA-based social media marketers in Jan.2023Meltwater survey of 750 EMEA

71、-based social media marketers in Jan.2023Which social media channel/s is your organization using?LinkedInFacebookInstagramTwitterYouTubeWhatsappTikTokMessengerPinterest0200400600800TikTokInstagramYouTubeLinkedInFacebook00TikTokInstagramFacebookYouTube0%10%30%20%2023 Social Media Trends33W

72、hich new social media channel/s is your organization planning to use in 2023?Which social media app do you think has the most potential to grow in 2023?Explore your nicheQUICK TIPFor many companies,niche channels can be a great way to engage with audiences.While the number of users might be limited,

73、the competition is as well and if your target audience is on a platform like Twitch,Jodel or Reddit it could be worth pursuing.Less than 5%of survey respondents are currently using these apps in their outreach.HubSpot survey of 519 EMEA-based social media marketers in Jan.2023But before you dive hea

74、dfirst into TikTok campaigns,take a good look at your audience.According to HubSpots recent,73%of Gen Z uses TikTok.However,that number declines significantly with.Which may be why marketers are still betting on Instagram as a front runner for marketing activities.Social media marketers say Instagra

75、m results in the biggest ROI,sees the highest engagement,offers the most accurate algorithm,and is the easiest to use.consumer trends surveyother demographicsWhich social media platform is most effective for a brand looking to build a strategy for the first time?0%10%20%15%5%25%2023 Social Media Tre

76、nds34Trend#8Growing budgetsIn 2023,social media marketing will increase in importanceTrend#8:Growing budgetsPerhaps even more telling is the fact that,on average,marketers expect 34%of overall marketing budgets to be dedicated to social media this year.Still,challenges remain.More than 40%of respond

77、ents say measuring ROI is a top challenge,and 30%still struggle to pro ve the value of social media campaigns.Meanwhile,57%say the way they spend their budgets is under increased scrutiny.Thankfully,social media marketers are a resilient group 86%remain confident their social media marketing activit

78、ies will bring in a positive ROI.Similar growth is happening inand the United Arab Emirates(UAE),wherebelieve social media influencer marketing plays a large role in the success of their brands.Our survey results reveal a similar trend and business leaders are catching on.As a result of recent econo

79、mic developments,53%of marketers say social media has become more important within their organisations.One-third say its stayed the same,while just 6%say its now perceived as less important.As a result,46%plan to increase social media marketing budgets in 2023.Africa 94%of surveyed marketers Social

80、media marketing is fast becoming one of the most important ways businesses engage with customers.More European are using it than ever before.And in just one year,businesses across the continent increased investments in social media advertising.enterprise companiesby a whopping 42%Increase the budget

81、-55.1%Keep the same budget-38.2%Decrease the budget-6.7%Very confident-30.1%Somewhat confident-56.1%Not very confident-11.9%Not confident at all-1.9%When it comes to social media marketing budgeting next year,we plan to:How confident are you that your marketing activities on social media will delive

82、r a positive return on investment?2023 Social Media Trends36Evaluate your tech stackQUICK TIPAs the importance of social media marketing grows,so do the number of goals that need to be reached.Thankfully,social media marketing technology has come a long way.So before you rush out to outsource work,t

83、ake a look at your tech stack first.The marketers in our study use a variety of tools to help ease the burden and they say many of them have become vital to success.HubSpot survey of 519 EMEA-based social media marketers in Jan.2023Which of the below are vital parts of your tech stack?Social Media M

84、anagement SoftwareSocial Listening SoftwareInfluencer Marketing SoftwareMedia Monitoring SoftwareMedia Relations/Outreach SoftwareData Visualization SoftwareTrend#9AuthenticityIn 2023,social media marketing will be relatableTrend#9:AuthenticityHubSpot survey of 519 EMEA-based social media marketers

85、in Jan.2023Social media marketers post content nonstop:22%post multiple times a day,and 27%do it several times a week.But what kind of content are they posting?Half post content that reflects their brands values,followed by relatable(48%),educational(43%),and trendy(40%)posts.Interestingly,65%of soc

86、ial media marketers say funny content is proving to be most effective even though it falls lower on the list of priorities.Most significantly,62%of social media marketers say its more important for social media content to be authentic and relatable than polished and professional.And more than 40%pla

87、n to increase investments in authentic and relatable content in 2023.FunnyRelatableInteractiveTrendyAuthenticEducational0%40%20%80%60%Which types of content are the most effective on social media?2023 Social Media Trends39Start with personasQUICK TIPStruggling to relate to your customers?Start by bu

88、ilding.Once youve identified your ideal customers likes,dislikes,challenges,and needs,creating relatable content becomes much easier.buyer personasTrend#10CustomizedcontentIn 2023,social media marketing will be individualisedTrend#10:Customized contentHubSpot survey of 519 EMEA-based social media ma

89、rketers in Jan.2023If theres one prediction you can count on,its this:Re-sharing the same content across platforms wont fly in 2023.Each social media platform has its own norms,and users dont look fondly on brands that go on blatant cross-posting sprees.The good news is that you dont have to create

90、content from scratch.Instead,tailor posts to the unique tone and demographics of each platform.If youre like 54%of the social media marketers in our survey,youre probably already doing just that sharing similar content across channels with some tweaks.Another 29%create unique content from scratch fo

91、r each platform,and just 17%continue to share the exact same content across platforms.I usually make brand new content from scratch for each social media platform i useI usually share similar content across platforms,with some tweaks to tailor it to the specific platform.I usually re-purpose the exa

92、ct same content across the social media platforms i useHow do you share content across various social media platforms?2023 Social Media Trends42Goals&ChallengesHow will the top 10 social media trends play out this year,and what challenges are marketers looking to overcome?THE GOALSGoals&ChallengesIn

93、 both surveys,boosting brand awareness and increasing engagement topped the list of objectives for social media marketers.While tactics like influencer marketing and social selling will play a role,organic social media marketing is expected to have the biggest impact on those goals followed closely

94、by paid campaigns.Meltwater survey of 750 EMEA-based social media marketers in Jan.2023HubSpot survey of 519 EMEA-based social media marketers in Jan.2023Raise brand awarenesIncreasing brand awareness/reach new audienceIncrease brand engagementIncreasing engagementAcquire new customersGrowing your c

95、ommunity/following on social mediaWhat will be your primary goals for social media marketing in 2023?What are your top goals when using social media for marketing?2023 Social Media Trends44More than 70%of respondents say organic social media will play an even bigger role in driving business and mark

96、eting strategy in 2023 and 67%say the same about paid social media.Meltwater survey of 750 EMEA-based social media marketers in Jan.2023Meltwater survey of 750 EMEA-based social media marketers in Jan.2023Which of the following have the biggest impact on your business goals?How do you see the role o

97、f organic social media developing in 2023?How do you see the role of paid social media developing in 2023?I see organic social planing a more important role in driving business and marketing strategyI see paid social playing a more important role in driving business and marketing strategyI see it be

98、ing less important for our business in 2023I see it being less important for our business in 2023Organic Social Media MarketingAnswer ChoicesResponsesPaid Social Media MarketingEmployee AdvocacyInfluencer MarketingSocial SellingSocial Listening02001003002023 Social Media Trends45ChallengesWhile the

99、overall outlook is strong,social media success in 2023 wont come without challenges.When asked about obstacles,marketers said finding time and resources will be one of the biggest hurdles to overcome.The reason?More than half(53%)are working with a team of five people or less and 30%have zero or jus

100、t one person.Gaining social media followersMeasuring the impact/ROI of social media Finding the time or resourcesComing up with ideas for social mediaProving the value of social mediaUnderstanding my audienceKnow-how on social mediaSecuring budgetsFinding relevant social media channelsInternal posit

101、ioning or buy in0100200300How many people work with social media in your organization?0-12-56-1011-1516+What are your biggest social media marketing challenges?Goals&ChallengesWhats happening in Benelux and the Nordics?The insights above can help strengthen your strategy in 2023.But whats happening

102、with social media in Northern Europe?If you market to customers in Benelux or the Nordics,there are several more trends to keep in mind ones that are unique to social media marketing in this region.1.Priorities look a little different.Heres what HubSpots survey of 100 social media marketers in the r

103、egion revealed:What will be the primary goals of your companys social media marketing strategy in 2023?While brand awareness and engagement top the list of goals for social media marketers across EMEA,these take a back seat to other priorities in Northern Europe.Instead,marketers in this region are

104、focused on advertising products and growing their followings.In fact,86%say building an active online community will be crucial to success in 2023.Growing your community/following on social mediaAdvertising your products/services0Increasing brand awareness/reaching new audiencesGrowing your communit

105、y/following on social mediaIncreasing engagementDriving traffic to your websiteIncreasing overall revenue&salesAdvertising your products/salesFostering relationships with your costumers/in.Generating leads010%20%30%Northern EuropeEMEA5%10%15%20%25%2023 Social Media Trends48Increasing brand awareness

106、/reaching new aduiencesGetting a better understanding for your customers and their needsFostering relationships with your costumersIncreasing engagementWhen it comes to the kinds of content marketers use to achieve these goals,funny posts are the clear winner.More than 40%use humour,and 71%say its m

107、ost effective.2023 Social Media Trends49Which of these types of content does your company leverage as part of its social media strategy?Which types of content are the most effective on social media?Funny ContentRelatable ContentContent that reflects your brands valueEducational/informational content

108、Interactive ContentFunny ContentRelatable ContentAuthentic/”behind the scenes”contentInteractive ContentEducational/informational content2023 Social Media Trends502.Social selling is still evolvingWhen asked to name the biggest ways social media marketing changed from 2021 to 2022,just 15%of markete

109、rs in Benelux and the Nordics named customer service.By comparison,27%of marketers throughout EMEA say offering customer service through social media has become more important.Only 16%of Northern European marketers make investments in this area,compared to 23%across EMEA.The reason?The ROI isnt ther

110、e yet.Heres where it gets interesting:Close to 90%of respondents in this region agree that social media will become consumers preferred channel for customer service in 2023.And 84%say most brands will offer customer service through social media marketing this year.So while its not prominent yet,that

111、 could change soon.Northern EuropeEMEALow ROIAverage ROIHight ROILow ROIAverage ROIHight ROINot as many companies in the Nordics and Benelux offer customer service through social media.But that may change soon.Does your company work with influencers on social media?2023 Social Media Trends51Influenc

112、er marketing plays an important role in outreach for social media marketers in Benelux and the Nordics.Eight in ten respondents say influencer marketing is very or somewhat important to their overall social media marketing strategies.And like their counterparts throughout EMEA,theyre swapping celebr

113、ities for nano and micro influencers.Still,marketers in this region have their work cut out for them.Just 23%of surveyed organisations have a dedicated influencer marketing manager,compared with 70%across EMEA.When asked how they expect company investments to change in 2023,61%say their companies wi

114、ll invest the same amount or less in influencer marketing.The other 39%expect more investments in this area.3.Influencers are even more prominent.YesNo0%40%20%80%60%Influencers are a big part of social media marketing in Benelux and the Nordics.But many companies are trading celebrities for influenc

115、ers with smaller,but highly engaged,followings.4.Campaigns include long and short-form video.Which formats does your company leverage as part of its social media strategy?Which formats foes your company leverage as part of its social media strategy?Northern EuropeEmeaWhile short-form video is the mo

116、st-used format,its not quite as prominent in this region.Less than half(44%)of Benelux and Nordics marketers use Instagram Reels and TikTok,compared with 60%of marketers across EMEA.Long-form video is the second most-used format,followed closely by live videos and user-generated content.2023 Social

117、Media Trends52Live video/streamingLong-form videosShort-form videosUser-generated contetnInfographicsInterviews/podcastsMemesLive audio chatVR or AREphemeral0%10%20%30%40%50%Live video/streamingUser-generatedShort-form videosInfographicsInterviews/podcastsLong-form videosEphemeralLive audio chatMeme

118、sVR or AR0%20%40%60%80%5.Facebook plays a bigger role.2023 Social Media Trends54Another notable difference for Benelux and Nordics social media marketers?They leverage Facebook slightly more than Instagram.When asked which social media app they believe has the most potential to grow in 2023,25%said

119、Facebook.Only 13%named Instagram.Interestingly,30%of respondents say they see the highest levels of engagement on Instagram compared with 23%on Facebook.So while Instagram may play a bigger role in 2023 strategies,it wont be at the expense of Facebook campaigns.Which of the following social media pl

120、atforms does your company leverage?FacebookInstagramYouTubeLinkedInTwitterTikTokSnapchatOn which of these social media platforms do you see the highest engagement levels?InstagramFacebookLinkedInTikTokTwitterYouTube2023 Social Media Trends55What else is on the horizon for social media marketing in N

121、orthern Europe?And how does your companys outlook compare to others in your region?Our survey sheds some light on these questions,too.There likely wont be any major platform shifts yet.When it comes to capturing consumers attention on social media,Facebook and Instagram will remain top contenders.Ne

122、arly half(47%)say these two apps generate the highest quality leads,and 50%plan to invest in them more than any other channel in 2023.Facebook is still a very important part of social media marketing in this region.2023 Social Media Trends56Which social media platform do you plan to invest the most

123、in for 2023?Which social media platform generates the highest quality leads?Maybe marketers from Benelux and the Nordics arent ready to diverge from these proven channels.Or perhaps theyre early adopters of Facebooks Meta Horizon and see this virtual reality hub as a new opportunity to grow audience

124、s.After all,close to 20%of survey takers say they leverage virtual and augmented reality in social media marketing.Either way,this will be one trend worth watching to see which platforms ultimately perform best.Still,TikTok may be an avenue to explore.Are you looking to try something new in 2023?Dep

125、ending on your audience,TikTok might be a good channel to consider.While its growth potential for social media marketers may not be as high as Facebook,its seen to be on par with Instagram.And the competition on this platform is still relatively low.InstagramFacebookTikTokLinkedInTwitterYouTube0%10%

126、5%20%25%15%2023 Social Media Trends57Facebook0%10%5%20%15%Which social media platform do you think will offer brands the biggest potential to grow their audience in 2023?Which social media app do you think has the most potential to grow in 2023?0%10%5%20%25%15%ConclusionUltimately,its up to you and

127、your company to build and fine-tune your social media marketing strategy.But the data and insights from our surveys can help.You can use them to help guide decisions on everything from influencer marketing to customer service.2023 Social Media Trends58Take your social media marketing to the next lev

128、el withHubSpot and MeltwaterFinally,a CRM platform thats both powerful and easy to use.Create delightful customer experiences and have a delightful time doing it.Start free or get a demoMeltwater puts the worlds largest database of social data at your fingertips.Manage all your social media in one place,with special tools for social listening,customer insights,and influencer marketing.Keen to learn more?Get in touch!Visit book a demo