This year, I have a friend in communications and Metricool (a comprehensive social media and online advertising management tool) have teamed up to put together a white paper on the best social media campaigns for 2023! Idea? Combine our expertise to offer you a real reference work, which lists and analyzes the main social media trends of the last year.
Today we offer you a selection of the three best Facebook campaigns. With X (formerly Twitter), the social network faces an uncertain future. In fact, they are gradually losing interest in brands.
What about the rest of the social media planet? Instagram, the leading social network in the eyes of community managers, is one of the most used social platforms in 2023. This confirms its position alongside TikTok. And the two social networks are fighting a fierce battle to outdo each other. Either way, this duo leads the dance. They use short videos to attract advertisers! In addition, YouTube is improving its user experience by offering a variety of formats. Short, lifestyle, podcasts, long videos: these multiple experiences, highly valued by users, are a boon for brands. Snapchat, LinkedIn, Twitch and even Pinterest are developing at their own pace, nurturing their diversity.
Finally, as surprising as it may seem, the “new kids” are starting to make a name for themselves. Although we thought that such competition could not leave room for emerging platforms, it turns out that one of them managed to make a difference… And it is none other than Discord! That’s why the platform includes our directory of the best social media campaigns in 2023!
Top 3 Best Facebook Social Media Campaigns in 2023
Could the forerunner in the social networking world be on the decline? In 2023, the debate remained open. On the one hand, Facebook is seeing its audience age year by year. In fact, only 38% of under-25s still use it. This makes it the last network visited by younger generations. On the other hand, it remains the second most used social network in France, with 33.4 million monthly active users. There are more than 3 billion of them in the world.
In order to stay in the game and try to win over younger users, the social network continues to innovate! Algorithmic changes, modification of the user interface, new functionalities… But the results are hard to feel! Not to mention the wave of layoffs experienced by Meta, Facebook’s parent company, which lost 24% of its workforce.
In a few numbers:
- 40 million users in France in 2023
- 60% of users are over 35 years old
- 96% of B2C merchants (and 91% of B2B) use the platform
WWF Hungary – Roommates from the wild
Faced with the loss of their own “hearth” caused by environmental impact and human neglect, can animals find refuge in our homes? This is the question posed by WWF Hungary – and its agency, Artificial Group – in an awareness campaign and call for donations. Apart from broadcasting striking images, this initiative took place in several phases. Wildlife began by looking for rooms to rent on Facebook groups created for the occasion. She posted messages to convince potential roommates. They then shared their daily lives on Instagram and TikTok, along with influencers and even a Hungarian stand-up group. At the end, they talked about their experiences in an interactive audiobook, available on Spotify.
Artificial Group has brilliantly designed an impressive and comprehensive campaign. The latter “Connect” against the public’s opposition to the protection of animals and the environment defended by the WWF. The results are here: after the operation “Roommates from the wild”, the agency recorded a significant increase in donations (+70%) and the number of donors (another 700), reversing a multi-year downward trend. This success is partly explained by the thoughtful and differentiated use of social networks, including Facebook.
If the platform seems to be losing momentum compared to its competitors, certain features still offer significant potential, such as groups. Those looking for accommodation, regardless of country, are particularly popular: the agency has therefore intelligently surfed this trend. For brands and associations, Facebook groups represent a unique opportunity to intervene in the daily lives of users, expand their audience, build relationships and collect valuable feedback.
The team – everyone in the fight
In 2023, on the occasion of the Rugby World Cup, the daily newspaper L’Équipe launched a show “All in the fight”. This was it posted on Facebook Mondays and Thursdays at 2 pm for the duration of the competition. Presented by Anne-Sophie Bernadi, surrounded by her group of experts, this initiative has become an unmissable event for many supporters. The show has welcomed many guests including Yann Chabenat, Kévin Gourdon, Coombe Diallo and Hugo Bonneval to name a few. At the same time, Meta also played an essential role during this 2023 cup, and social networks are now essential vectors for the transmission of important sporting events.
With its show broadcast exclusively on Facebook (and Instagram), L’Équipe has managed to gather a large number of fans and sympathizers. Everyday life thus creates a real unifying meeting point. Each show attracted thousands of viewers and generated hundreds of interactions. As part of the event, Meta presented “Superfans” in your communication. Each of these 20 characters designed in 3D embodied an ardent supporter of one of the countries participating in the competition. They significantly integrated the show “All in the fight” from L’Équipe, undoubtedly reinforcing Meta’s message: “Passion can be shared” !
Burger King – You rule
In the United States, during 2023, Burger King launched a campaign that continues to resonate in the minds of consumers: “You are the law” (understand “You rule”, in English, as a nod to the brand’s famous crown). Launched in late 2022, it was available in restaurants and on various Burger King social networks. However, on Facebook it is mostly distributed across the Atlantic. The fast food brand decided to let its consumers do the talking. How? Through the UGC (User Generated Content) process, which allows brand customers to produce their own content (images, videos, opinions, comments) to be distributed on social networks.
And how the message was “You are the law”, these consumers could simply receive orders from Burger King’s Facebook account, at certain times of the year, such as Halloween or Christmas. And as for the restaurant, guests were regularly treated to happy… “You are the law” upon delivery of their order!
UGC is a very advantageous type of content in a communication strategy. It allows the brand to create real connections with its community and customers. Each of them will necessarily be marked by the distribution of their content on the profile of their favorite brand, and will therefore be more motivated to be loyal to it. As part of his campaign “You are the law”, Burger King has no doubt chosen the best strategy using UGC, a brand that has 8 million subscribers on its Facebook account! On the occasion of Halloween, for example, customers took photos of themselves dressed up and wearing a crown, which the fast food restaurant gave out during the campaign. Each of the photos was then uploaded to the brand’s profile. An approach that humanizes him and encourages consumers to visit his restaurants. A winning combination!
Our white paper “The Best Social Media Campaigns of 2023.” offers you, for each social network, an analysis of the best campaigns of the year according to our selection.
To discover all the best social media campaigns of 2023 on Facebook: