Why Fashion Brands are Opening Stand Alone Gyms

Rising Social Media Trends to Watch in 2023

As the dust continues to settle from the far-reaching impacts of the past three years that saw work, travel and daily life turned on their heads, we are beginning to see a widespread theme of returning to the prepandemic status quo. Executives are catalyzing a return to the office; travelers are returning to airports and resorts; live music lovers are returning (in droves) to concerts and events; the list goes on. However, one phenomenon is not going to return to the way it was before the madness began in March of 2020, and that is the now overwhelming prevalence of the online consumer.

According to HubSpot’s 2022 Social Media Trends report, over half a billion more people are using social media worldwide now than at the same time in 2021. That is a nearly 14 percent year-over-year increase, the likes of which have never been seen before in such a short amount of time. Business owners and operators must now pay more attention than ever to how people are engaging online and what influence their habits, tendencies and preferences ought to have on marketing strategy moving forward.

The TikTok Takeover

When it comes to record-breakers, few athletes, businesses or social media platforms can compete with the astounding rise and continued domination of TikTok. HubSpot cites TikTok’s highly personalized content recommendation system as a premier tool for brands to wield as they seek to gain exposure and connect with an engaged audience. In 2023, the app is looking to introduce an e-commerce aspect and monetization model, making TikTok literacy a valuable commodity for consumer-facing brands.

Data from Talkwalker’s August 2016—July 2021 Consumer Intelligence Acceleration Platform showed that conversations around TikTok online have been growing since the end of 2017 and really began to pick up serious traction during the first half of 2020—naturally coinciding with the mass global migration of consumers to their bedrooms and living rooms during the height of pandemic-related isolation and lockdown policies.

Talkwalker’s report noted that these conversations peaked in July 2021, showing a 61 percent increase in mentions year-over-year during the first half of 2021. This “TikTalk” (pardon the pun) converted into new users, making it the first non-Facebook app to reach three billion global downloads, according to HubSpot.

Spa owners and operators, as well as direct-toconsumer resource partners, need to ask themselves, “Do our customers use TikTok?” And if the answer is yes, “How can we present our offerings or highlight our partners in a way that will make them share our TikTok with friends or bring it up in a conversation?” HubSpot’s data shows that “TikTalk” is a real thing— in other words, theTikToks that gain the most traction with users are the TikToks that stir up the most conversations on and off the platform. Using TikTok as a means to enter your customers’ conversations is the secret code to capitalizing on this platform. itself on TikTok in a way that will make people talk? Those conversations will convert into customers, and exponential growth in online engagement awaits any brand that markets in a way that incites conversations.

Another integration of TikTok and the spa industry that is particularly encouraging for those on the job market is the growing prevalence of conversations around #TikTokResumes. This began in July 2022, when TikTok announced this new feature that allows users to post their resumes and apply to jobs directly through the platform.

HubSpot says that with over 3,400 online conversations and over 300 million views on TikTok, the #TikTokResumes hashtag has been gaining traction among younger generations who want to express their creativity when applying to jobs. This may be worth a look for locations with creative marketing leads actively engaged in finding new ways to attract young talent.

The Growing Influence Of Influencers

The incredible growth of TikTok and unscripted content and the rise of everyday influencers have all witnessed huge breakthroughs in a short amount of time. The Influencer Marketing Hub’s 2021 survey reported 67 percent of respondents are using Instagram for influencer marketing, making an already impressive shopping presence on the platform even more robust.

According to Instagram, 70 percent of shopping enthusiasts turn to the platform to discover products, illuminating the maturation of influencer marketing as a dominant marketing methodology. Furthermore, the Digital Marketing Institute released data that showed 86 percent of women use social media for purchasing advice—an important statistic for any brand that has women as its primary target audience.

Traditionally, ISPA members have been hesitant to invest in influencer marketing due to the lack of responsibility and regulation around the practice.

Before the pandemic, the November 2019 ISPA Snapshot Survey noted that nearly half (47 percent) of all spas did not have any paid influencers promoting their company, and they did not plan to in the future. Likewise, over half (53 percent) of resource partners did not have plans to begin tapping into influencer marketing at that time. Now, industry leaders may be well advised to reexamine their stance on this prevalent aspect of social media marketing.

As the impact of social media continues to grow, so too does the weight and influence of influencers. According to HubSpot, new rules have resulted in increased influencer regulation, while many influencers have thrived with drastic audience and engagement growth over the past three years. Brands have found tremendous value in collaborating with content creators and developing relationships with both the influencers and the audience, many of whom are on Instagram looking to engage with brands. tainment” by HubSpot led many pandemic-bound consumers toward influencer communities when live entertainment was off limits. Though it may have sounded unrealistic before the pandemic, the Digital Marketing Institute has shown that 49 percent of consumers now depend on influencer recommendations when making purchasing decisions.

This proves that if consumers feel confident about an influencer’s recommendation, they are much more likely to make a purchase or try out a new experience.

In this way, spas can piggyback on the trust of influencers.

When selecting the right influencer for your brand, professionals should not feel pressure to land a partnership with a giant content creator or celebrity. HubSpot demonstrates how different influencers can help you achieve different goals, and while a big name might have a largerreach, a micro influencer’s audience may feel closer to home for your audience and provide you with a higher conversion rate. Again, authenticity is king here—an influencer should already be in line with your brand so that their audience seamlessly relates to you and, in turn, seeks out more information on what sets you apart in the market and why you offer the perfect experience for them.

Community Leads To Conversion

At the root of effective social media marketing, whether it manifests itself on TikTok or through influencers, is community. HubSpot’s 2022 Social Media Trends Report stresses the importance of brands being strategic in shaping content around the consumer first and foremost, with the end goal of establishing loyal and engaged communities. Keep in mind that these communities don’t always have to be under your control—in fact, it can sometimes be better for your brand if the communities develop outside your brand bubble and make it their own as long as the community displays a positive and inclusive spirit.

Online communities will continue to be strengthened into 2023 and lead to countless conversions and conversations that will all contribute to the success of your brand if you take the time to cultivate a consistent digital presence across all social media platforms.Be transparent, be persistent and be persuasive in a way that gets people talking, and your brand will be well on its way to a massively successful year ahead.