Skip to main content

Get Lucky With These Top 7 Social Media Marketing Tips

Follow these strategies to achieve greater overall business success in 2023

Social media marketing

Social media is an ever-changing landscape, ripe with possibility. In 2023, in order to best leverage social media for your business, you’ll need to prepare for what’s on the horizon.

According to multiple published sources, 30.57 million businesses in the U.S. alone used social media for marketing in 2022, and that number is only expected to increase in 2023. How can you best utilize social media marketing in the new year to stand out from the other 30 million businesses? How can you be certain you’ll be prepared for the changes 2023 brings with social media? Whether you have created an account on every social media platform already or you’re just starting out, the following tips will help you achieve success with your social media marketing efforts in 2023.

1. Audit Your Current Social Media Platforms

It may be time to do an inventory of the platforms you are using. Many companies think they need to make accounts on every social platform, giving them all equal attention. If that sounds like your company, take stock of performance on each platform over the last year. For example, if you’ve been posting tweets on the company’s Twitter account consistently but have seen no indication of growth, engagement, or sales from Twitter, it may be time to phase that out and redirect that energy and attention to a platform that is actually working for you. It’s OK not to be everywhere all at once, all of the time. Prioritizing the best platforms for your business can help you free up the time and energy to make content that will actually convert.

According to a 2022 study by Sprout Social, platforms like Facebook and Instagram tend to be more popular with millennials, gen-X, and baby boomers and see slightly more males than females using those apps. Meanwhile, TikTok’s users skew younger, with 25% being between the ages of 10-19, and a whopping 61% of users are female. Dig into the numbers of each platform and see if this aligns with your customer base before determining how much attention to give it.

2. Prioritize Video Content

At the forefront of your content planning should be video content, short-form, or long-form. Every social media platform has video capability, and with TikTok speedily rising in the ranks to become the most popular app, all other social media platforms are trying to follow suit. On Instagram and Facebook, Reels are being pushed to users above all other types of content, and in 2023 we can expect to see this continue. This year, brands overall earned nearly 40% more engagement using Reels on Instagram than they did with other types of posts.

We know that video ads consistently outperform static ads, and the same can be said for organic content. However, with short-form content gaining so much traction over the past two years, we may see people growing fatigued with 10-second videos and instead opting for things that are 3 minutes or longer in length. Recently, TikTok updated its maximum video length from 3 minutes to 10 minutes, and other platforms may follow suit. If it makes sense for your business to use long-form video as a marketing strategy, you may want to consider producing content like this. Either way, video content will still be more popular and effective in 2023 so long as the algorithms continue to prioritize it.

3. Use Social Media Personally

As a businessperson, you may feel that you don’t have time to engage with social media on a personal level, and you only interact with it while using it for marketing purposes. However, doing so may be a mistake that’s costing you. If you’re posting on social media for your business, you need to be consistently using social media on a personal basis.

Many businesses are missing the mark when it comes to successful social media, and the key reason is that they are approaching it like traditional marketing and not from the viewpoint of the user. Anyone on your team that has the power to influence your social media marketing must interact with social media personally daily. You would never sell a product that you yourself haven’t used and can attest to its value; why would you create content if you’re not a content consumer as well? Pencil in time to unwind on Instagram or TikTok and try your best to approach it with a consumer mindset, not a marketer’s mindset.

In using social media apps, you will not only keep up with trends that your company could follow, but you will also be able to gain priceless insights from your customer base by seeing how they interact with competitors or even other businesses in different industries. Your algorithm will become personalized the more you use these apps. With that, you will pick up on what makes social media marketing successful. You’ll soon begin to notice how bad social media marketing sticks out like a sore thumb. Finding success on social media can sometimes be as simple as jumping in at the right time or understanding the hard-to-describe “it” factor.

4. Make The Jump To Tiktok

TikTok has over 1 billion monthly active users and counting, with the average use time being around 90 minutes a day. With impressive statistics like this, it’s surprising that many businesses are slow to make the jump over to TikTok for their marketing efforts.

Brands are seeing immense growth on TikTok and are even tapping into new audiences completely organically. In fact, it’s likely you may already have supporters on TikTok, who are ready to support and engage with your content as soon as you join. While TikTok is a favorite of Gen-Z, they are not the only users of the app. In fact, the vast majority (73%) of users are between the ages of 18-35.

Nearly half of Gen-Z is using TikTok for search instead of Google, according to Google’s own data. On top of that, not only is TikTok’s algorithm powerful, but its SEO is huge with tens of millions of searches per day. By simply having a presence on TikTok, your brand awareness could increase exponentially, bringing with it more valuable and genuine social listening than you’ll even know what to do with!

Do you have to dance to be on TikTok? Absolutely not. In 2023, social media is trending toward being more about the value it brings to the consumer rather than purely entertainment factor. This means that you could create content that highlights your products, your brand story, and behind-the-scenes footage of your facilities without anyone on your team ever having to learn a single dance move. That being said, keeping your finger on the pulse of what is trending will give you a leg-up on TikTok, but that doesn’t mean you have to participate in every single trend, either.

Social media video

5. Use The Resources You Have

You may be a small operation, but when it comes to marketing on social media if you want to do it well, it might be all hands on deck. A few years ago, a small business could easily manage and maintain its social media accounts with just one person handling it part-time. In 2023, social media marketing is likely going to require more energy and brainpower than before. The best way to tackle this challenge without getting overwhelmed is to utilize the resources you already have.

Now that you’re ready to start making video content, you might realize it can be a big undertaking. If filming video content seems daunting to you, try and use the resources available to you to simplify it. Use your phone to film and don’t worry about doing any flashy editing to start off with. Contrary to popular belief, your content does not have to be perfect or polished to be worth posting, especially when you’re just starting out. People will find less-than-perfect content to be more authentic and relatable anyways, so don’t let that stop you from getting started.

Maybe you already have product photos or instructional videos that you’re using. Great! You can repurpose those in a new and fresh way on social media. No need to go through the process all over again if you already have assets that can be refreshed. This will also help free up the time it might take for thinking up new content.

If your business is more than just you, try and get your other team members involved to help think of ideas and create. Even if you don’t have other team members, you could always try and involve friends, family, or even your VIP customers! You’d be surprised by the valuable ideas people can offer or even how willing they might be to help you. A video of a customer’s testimonial can be a really powerful marketing tool.

6. Go Live

In 2023, social media live streaming is going to continue to be a great marketing strategy for brands. Nearly all social media platforms now have live streaming capabilities including Facebook, Instagram, Twitter, YouTube, and TikTok. Customers love to tune in to live streams because they don’t want to miss out on something exciting that might be happening, or they might want to use that opportunity to ask questions. For businesses, this is a great real-time feedback system and customer touchpoint.

Live streaming is also great for brand reputation. By going live, you are building trust with your customers. You are also humanizing your brand and showing how authentic you can be. This kind of brand reputation building is hard to come by any other way. You can connect with your existing customers and expand your reach at the same time.

Try planning out consistent times to go live and let your followers know when you’ll be doing it. Use that time for customer Q&A, unboxing new merchandise, or educating customers on a new product or service. You can even surprise your viewers and reward them with a special coupon code for viewing, incentivizing them to join again next time.

7. Go For The Soft Sell

One of the most important things you can remember is to opt for a soft sell. Consumers are tired of being inundated with ads, and it’s no wonder they feel fatigued when the average American is exposed to anywhere between 4,000-10,000 ads per day. But when consumers don’t want to be sold to and you need to sell, what do you do so your content isn’t muted?

Today’s consumers are generally distrustful of ads and are growing cynical about the attempts to win their buy. Influencer marketing is dying a slow death as Gen-Z finds these efforts to be fake. In 2023, traditional advertising is going to work less and less, and “sneakier” methods of selling, such as product placements and paid user-generated content (also known as UGC) will leave a bad taste in the mouth of customers. What people are desperate for is brand authenticity.

Being straightforward with a soft sell is the most effective way of getting the information out there about your business. People will respect the genuine approach and will appreciate not being hit over the head with your call to action. Focus on using your social media to build your brand awareness, create community among your customers, and provide useful information. It’s a slower pipeline to sales, but it’s one that will make loyal repeat customers. In 2023, brands that connect with their customers on an authentic level will truly see success, and social media marketing is the perfect way in which to do so.

This article was originally published in the NMP Magazine February 2023 issue.

Since 1964, SCORE has helped more than 11 million aspiring entrepreneurs. Each year, SCORE provides small business mentoring and workshops to more than 375,000 new and growing small businesses. 

Published on
Jan 30, 2023
More from NMP Magazine
Live Or Die On Day One

The first day is the most important day to reduce turnover

Dave Hershman
Marketers: Bot In To AI

Embrace the opportunities that artificial intelligence creates for content creation

Erica LaCentra
Where Are We Going? ‘Follow The Money’

Or at the very least, follow the moving trucks to see where the money is going

Lew Sichelman


Top 3 Strategies to Make 2023 a Wildly Successful Year

  In this arena, time means money. Spending hours and hours on a 20-page business plan may not be the best us...

Jan 19, 2023
Investor Confidence in Today’s Non-QM And Why Originators Are Paying Attention... A Virtual Town Hall

We host Angel Oak Mortgage Solutions for a special 2021 edition of their virtual town hall series they ran fro...

Apr 08, 2021
How to Help Real Estate Pros in a Post-Refi World

Hear from Melissa Merriman, REALTOR® with The Melissa Merriman Team at Keller Williams, on what real estate pr...

Mar 18, 2021
MBA: Proposed Rule Would Stifle Securitizations

In letter to SEC, MBA says proposed rule on conflicts of interest is overly broad.

Mortgage Applications Rise For 4th Straight Week

The MBA's Market Composite Index increased 2.9% on a seasonally adjusted basis.

Fidelity National Financial To Pay N.Y. $3.5M, End ‘No-Poach’ Deals

N.Y. attorney general says such deals illegally stifle competition and reduce wages.

Connect with your local mortgage community.

Meet your your colleagues, both national and local, by attending an event in your area.