Over the years, social media has seen conflicts between users’ demands and expectations and the whims of individuals looking to stand out in an increasingly crowded yet monotonous marketplace.
2022 social trends focused on TikTok and social commerce and showed no signs of slowing down. Looking to 2023, we already see a shift in what brands need to bear in mind as they develop their social media strategy.
As the year ends, the Bospar social team shared predictions on what trends are in store for the year ahead.
More User-Generated Content (UGC)
In 2023, 44% of TikTok users will be under age 2,5 creating an opportunity for brands which want to target Gen Z. Video will continue to dominate all platforms, and TikTok will become more relevant in the B2B space. Companies will invest even more in content creation and advertising on social media to make an impact.
The Metaverse Will Continue to Rise in Popularity
One way to think about the metaverse is as an amalgamation of gaming, productivity tools, e-commerce, and extended reality (XR) – which includes both virtual reality (VR) and augmented reality (ARAR).
For example, New York brand Kate Spade invites customers to shop the autumn 2022 collection in a new dimension – the metaverse. However, Kate Spade isn’t the first fashion brand to explore new technologies as a way to appeal to customers. Gucci partnered with gaming platform Roblox in 2021 to invite players to a virtual Gucci Garden. It’s a trend that is seemingly in style and here to stay.
Elon Musk and the Twitter Takeover
After months of legal battles and controversies, Elon Musk has become the owner of Twitter.
The Bospar team predicts that in his attempt to clean up the bots and fake accounts, high-profile users will lose many followers, a problem for public figures who value vanity metrics like high follower counts.
One prediction has already come to fruition, and at least five top Twitter executives departed the company. In November, the company laid off half its staff around the world. Ultimately, the platform could suffer the same fate as MySpace, where users find value in other channels within the marketplace.
More Subscription-based Products
The subscription app market has seen enormous growth in recent years, with installs reportedly reaching 6 billion between January 2021 and March 2022. Companies like Strava, the social app for athletes, started charging $60 a year for access to certain popular features, creating a precedent for others to follow.
More Shoppable Platforms
Social commerce is defined as marketing and selling your products through social platforms in order to widen your brand audience and customer reach. The industry is predicted to grow three times as fast as traditional commerce between now and 2025.
Twitter recently launched Twitter Shops, Shop Spotlight, Live Shopping, and Product Drops. By the end of 2022, members of YouTube’s Partner Program in the U.S., UK, Brazil, and India with at least 20,000 subscribers will be able to tag their videos, shorts, and live streams with shoppable links.
Emphasis on Live Videos/Webinars across All Platforms
Live streaming viewership boomed over the last year due to the pandemic. It’s proven to be an excellent opportunity for engagement, real-time feedback and building a connection with the brand audience in a different format using employees from the company. Bospar predicts that live events/webinars on social media are an example of a format amplified by the pandemic; it will continue to grow in popularity.
Less Macro, More Micro-influencers
Micro-influencers are defined as accounts with 10,000-50,000 followers. They have been proven to drive a more significant ROI than their macro counterparts, helping to drive authentic messages to loyal and engaged fan bases.
A micro-influencer serves more niche audiences and can be beneficial to a brand because they provide access to a small subset of a targeted demographic interested in your business.
IP Ownership
Social content contains a ton of intellectual property (IP). To avoid having posts removed, being kicked off platforms, or receiving nasty letters through the post, you need to be careful with what you post and share on social media. And if you’re a business or an influencer, the need to be cautious increases. We expect critical conversations like these to continue in 2023.
More Unpolished User-generated Content Will Be Seen in 2023
Audiences are showing a preference for content that foregoes polished profiles in favor of in-the-moment, true-to-life documentation. With the dominance of BeReal with teens and young adults belonging to Generation Z, it’s likely that more platforms like BeReal will be utilized by this demographic.
TikTok is already testing their own version of BeReal. New platforms and more users want a space that fosters authenticity and realness.
State of the State
Whether you’re working on new scopes of work for clients or strategizing corporate social media campaigns, knowing which trends are expected to rise in the year ahead is critical for your content’s success.
Happy New Year!
