As the world becomes more digitalized, social media platforms are constantly evolving, and it can be tough for marketers to keep up with the latest trends. However, one thing is clear: authenticity is the future of social media.

According to Sprout Social’s “Future of Social Media” report, consumers today value authenticity more than ever before. In 2022, the rise of the BeReal app was a testament to this trend, capturing the attention of Generation Z with its raw, unfiltered content. Samantha Mackowitz, Social Media Manager at Flywire, noted that the app’s popularity was due to its “realness,” which has been lacking in many social media platforms today.

The search for authenticity will continue to shape social media in 2023 and beyond. As consumers strive to find balance in their online lives after a pandemic-induced surge in internet usage, their content preferences will change. Mackowitz predicts that we will see more creators on platforms like TikTok showcasing their everyday lives in long-form content without editing out the bad parts.

So, how can brands master authenticity in 2023? Briana Rabiola, Social Media Manager at American Association of Nurse Anesthesiology, believes that audiences want to see the people and processes behind a brand. To keep it real on social media, Rabiola recommends prioritizing employee advocacy, proactive engagement, and team spotlights.

It’s important to note that what is authentic for human beings may not seem authentic from a brand’s perspective. Shock-jock social marketing may work for some quick impressions, but it’s not a lasting solution. Brands must think differently and take a people-first approach to connect with their audience.

In Dubai, social media plays a vital role in marketing and reaching out to audiences. However, navigating the social media landscape in the region can be challenging. Many businesses are turning to social media agencies in Dubai to help them navigate the market and build their online presence.

There are several social media companies in Dubai that offer a range of services to businesses, including social media management, content creation, and influencer marketing. Before deciding on a social media agency in Dubai, it’s essential to research which social media platforms work best in the region and which ones are allowed.

In conclusion, the future of social media lies in authenticity, and brands must prioritize human connection to succeed in 2023. To navigate the social media landscape in Dubai, businesses can benefit from working with a social media agency that understands the market and can help them build an authentic online presence.