The practices you should abandon on social media in 2023

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What you should no longer do in 2023 on social networks is to better capture and engage your audience on your content. Discover the best social media practices to adopt:

Best practices on social networks in 2023

The content is increasingly evolving and is especially ubiquitous on the Internet. But unfortunately, too much information encourages Internet users to make choices, consume content more quickly, and follow the most relevant brands in their communication.

Therefore, the community manager has a lot to do to continue to engage his communities and deliver more relevant and qualitative content.

However, the first thing to do is to abandon all the bad practices that have persisted for years on social networks. They will help you gain visibility and stand out among the growing flood of social media content.

Here are 5 things not to do in 2023 with the good practices that replace them:

1. Don’t: publish the same content on all social networks

In the beginning, the common practice was to create content and share it wherever you could. It worked for a while. But unfortunately, social media feeds were not filled, and internet users still needed to be exhausted by information overload.

However, this is no longer the case. If you keep reposting the same thing without producing content suitable for each platform, your engagement and follower count will continue to decline.

Best Practice: Reusing High-Quality Content Across Various Platforms

Of course, we’re not suggesting that you only post to one of your channels. However, you can use your resources more efficiently by reusing content. First, however, you need to understand which formats work best and how your audiences differ depending on the platform.

Take the example of Casper, a sleep products company. On Instagram, they share authentic user-made content, professional photos showcasing their products, beautiful sleep-themed images, and fun yet informative TikTok videos.

They don’t have a TikTok account but collaborate with TikTok users who create original and engaging content for them. These content creators post videos to the app, and then Casper teams repost them to their Instagram and Twitter accounts. Many other companies also choose not to have a direct presence on TikTok but invest in this collaboration.

2. Don’t: use a playful tone to excess.

Articles about social media best practices often include examples of outspoken, mean, and sometimes even arrogant marketers. But it’s a slippery slope, and not everyone can play that game. Also, not all brands need this communication or can take such a risk.

Whenever you want to post a punchline, ask whether it aligns with our values ​​and brand strategy. Is it respectful? Will it help us achieve our goals? And if you have any doubts, give up.

Burger King UK (UK) had one of its most prominent social media communication failures in 2021. On International Women’s Day, they posted a tweet, ‘Women belong in the kitchen, which was removed shortly after that.

As they later explained, the idea was to draw attention “to the fact that only 20% of professional chefs in UK kitchens are women. The intention was good, but the execution was terrible and fell flat.

It is essential to point out that Burger King is known for its bold communication. They also have a support system, financial, legal, and reputation, that can help them deal with these situations. Keep that in mind.

Good practice: choose a tone that suits your brand

Setting a tone and a communication style and sticking to it is a complex challenge that takes time and effort. First, dive into your brand values ​​and research your target audience. Then find communication that is on-brand and respects your audience.

Establish a clear guideline so that other team members can easily follow it. And don’t let memes distract you.

3. Don’t: rely only on organic traffic.

So many marketers are still obsessed with organic traffic. They see it as proof that they are doing something right. In addition, it does not require additional expenses, which remains appreciable. But that’s not enough if your goal is to keep growing your business.

Please don’t wait for your target audience to find you, it may take a while, or it may not happen. Instead, take advantage of the possibilities offered by social media platforms for advertisements:

  • Reach specific segments of your target audience,
  • Use different formats,
  • Get new information about your potential customers.

Good practice: producing effective advertisements

According to Statista, 35% of respondents say social media ads impact their purchases. Of course, depending on demographics, this number may vary, but the main thing to remember is that the ads work, and they don’t have to drain your budget.

Additionally, the cost per click (CPC) can still be significantly lower on social media compared to Google AdWords.

Use all the resources available online. For example, navigate the ads world to combine organic traffic and paid traffic. For example, see the Pew Research Center’s social media brief.

This can help you better understand your target audience and decide where to place ads. And don’t forget that in 2021, 70% of users bought a brand’s product after seeing a YouTube video advertising it.

4. Don’t: Ignore Video Content Trends

Video has dominated social platforms for years and will continue to do so. So it’s not a question of whether you should create one but how you should do it.

The long-form video loses its relevance and appeal due to the overwhelming presence of short footage. Don’t waste your resources on something that doesn’t work well anymore.

Best Practice: Creating Relevant Video Content

Watch what’s happening with TikTok, Instagram reels, Snapchat, Facebook stories, and YouTube short videos. The short video format is everywhere. Now is the time to find the most appropriate way to represent your brand in this particular format.

That’s not to say you should immediately open a TikTok account, even though they hit 1 billion monthly active users in September. But we recommend that you choose platforms and formats that suit you.

Remember that you don’t have to film everything yourself because high-quality videos are available on media banks, especially with Depositphotos Video. You can also add more atmosphere to your clips by adding music or sound effects.

5. Don’t: Talk about every major event or topic.

Every day, at least one celebration or crisis occurs — usually simultaneously. You might think you must comment on everything that passes and catches the eye, but that’s unrealistic and unreasonable. So don’t be on the lookout for every news, party, or meme.

This will tire your team and your community and will ultimately not serve your purposes. Instead, figure out which occasions are important and relevant to your brand, then focus on those.

Good practice: implementing situational marketing

This is an approach to creating content around a particular event, holiday, or viral content while the topic is in the news. It’s usually an excellent opportunity to gain the attention of a much larger audience. And while you can’t predict or plan for these circumstances, you can prepare based on what you know about upcoming events or outings. However, the best results occur in the actuality of the moment.

You may remember October 4, when Facebook, Instagram, and WhatsApp were down. It caused a lot of trouble but allowed everyone to interact and have fun. A tweet on the official Twitter account started a thread that could eventually become a stand-up.


In 2023, brands will invest even more in marketing. To maintain a robust online presence, it’s vital to implement social media best practices. In summary, reuse high-quality content across various platforms, build brand community, and generate video content when it makes sense.

Let’s book a free consultation call with 2BTech Leading Digital Agency if you want to establish or redesign your social media strategy in 2023.