1/5/2023: New yr, similar STC. ✨ We’re only some days into the brand new yr and it’s already shaping as much as be a grand outdated time. 2022 could also be a factor of the previous, however the prime tales from final yr nonetheless carry impression — they usually’re setting the stage for loads of 2023 traits and predictions. Let’s get into it.
Social Commerce Isn’t There But
What Occurred in 2022?
Bear in mind when dwell buying on social media was presupposed to be the subsequent large factor? Yeah, us too. And whereas we haven’t but reached the purpose the place we’re looking for vacation presents immediately from an influencer’s dwell stream, we’re nonetheless seeing large outcomes from on-line buying and e-commerce initiatives powered by creators.
TikTok, specifically, has been prioritizing social commerce and influencer involvement with its TikTok Commerce initiative, slated for a U.S. rollout in 2023. However this comes after it publicly scrapped its dwell buying integration earlier this yr, even whereas competitor YouTube steadfastly maintained its personal plans and partnership with Shopify.
What’s Coming In 2023?
TikTok doesn’t drift — it’s the stream, and e-commerce is not any completely different. We’re anticipating TikTok’s enlargement into better e-commerce options will parlay into different initiatives, like a LIVE-adjacent growth and maybe even a podcasting community. And dwell buying total? It’s down, however not out.
Manufacturers React To World Occasions
What Occurred In 2022?
All of us recall when Roe v. Wade was overturned within the Supreme Court docket this summer time, and what resulted was a show of unity that may solely be described as inspiring. Many manufacturers issued statements doubling down on their dedication to household planning and expanded worker healthcare — some even committing to serving to workers entry care exterior of their dwelling state if obligatory. Additionally, sure manufacturers halted advert spending altogether to reevaluate easy methods to use their platform to assist.
Social platforms had been additionally closely concerned in world points this yr, significantly when it got here to combating the unfold of misinformation by Russian bots throughout the warfare in Ukraine. Meta ramped up its security options for social media accounts situated in locations of disaster, whereas Snapchat, YouTube, and Twitter banned Russian-owned media content material.
What’s Coming In 2023?
Social media energy is so widespread that even the White Home is asking for TikTok app bans on federal gadgets. It’s clear that social platforms will proceed to be a robust avenue for spreading the phrase, and we’re anticipating a reckoning as manufacturers and influencers abandon platforms that don’t align with their values.
Elon Musk’s Twitter Saga
What Occurred In 2022?
First, Musk bought a 9.2% stake in Twitter however deserted the board of administrators seat that got here with it. Then, he pursued a $44 billion takeover deal — however publicly tried to again out months later.
Nevertheless, the wheels had been already in movement, and Musk finalized the deal in November 2022 with subsequent layoffs, reinstated accounts, mass blockings of critics, and extra. Now, knowledge exhibits that Twitter’s numbers are sinking quick.
What’s Coming In 2023?
We received’t say that Twitter is over, nevertheless it doesn’t look nice. Nevertheless, historical past has proven that when one platform falls, one other takes its place — and now we have a couple of guesses at Twitter’s successor. Specifically LinkedIn, the skilled social community that has been quietly enacting a method that champions consumer suggestions and considerate, bespoke content material.
With some manufacturers trying to reallocate their Twitter promoting {dollars}, we expect LinkedIn is likely to be the latest sizzling spot on the town.
Authenticity On Social Media
What Occurred In 2022?
Genuine content material was a heavy focus in 2022 as creators and customers alike rebelled towards hyper–curated content material and as an alternative embraced the great, the unhealthy, and the fact. That’s what led to the rise of BeReal — a social platform that rejects model energy, advert spend, and influencer tradition in favor of a once-a-day, timed put up that customers proceed to like. To not point out that BeReal had its competitors scrambling to copy its genuine vibes.
What’s Coming In 2023?
BeReal’s success hinges on its means to maintain itself, and with out advertisers backing the platform, it’s troublesome to think about how BeReal can keep away from a Vine-like destiny. However BeReal’s impression is already inspiring change amongst its opponents — primarily Instagram, who we imagine will take a step again to its roots this yr. Get away the sepia filters …the outdated days are on their approach again.
Digital Actuality Faces Challenges
What Occurred In 2022?
Digital actuality, augmented actuality, synthetic intelligence, and extra got here out to play in 2022. Meta’s forays into VR had been enjoyable for a bit, however finally didn’t impress for lengthy. Augmented actuality initiatives, nonetheless, proved to be a pure match for e-commerce because the likes of Snapchat and Pinterest adopted AR filters to assist customers store, be taught, and have interaction with creator content material.
Plus, digital influencers rose in reputation with follower counts and model partnerships skyrocketing.
What’s Coming In 2023?
There’s lots of nuance within the VR world. We’re anticipating loads of progress, after all, however a very powerful piece of the puzzle goes to be accessibility. Meta’s desires of a digital world which are extra attractive than actuality haven’t taken off but because of the excessive worth of entry. Plus, the technological developments essential to make digital actuality actually compelling are nonetheless within the works. We’re bracing ourselves, although, and are able to be wowed.
Creator Pay Is Addressed
What Occurred In 2022?
We’re excited to see extra conversations revolving round creator pay, and 2022 had a lot of key moments highlighting industry-wide pay fairness initiatives — together with methods for manufacturers to assist advocate for his or her creator companions. On this matter, we revealed a report exploring how creator pay has modified through the years. We’re frequently inspired by the creators who’re comfy sharing with us and attempt to be amplifiers of their tales.
What’s Coming In 2023?
Thrilling issues are on the horizon. We’re anticipating that extra creators will veer into the small enterprise proprietor area and observe within the footsteps of Amber Fillerup Clark (Barefoot Blonde Hair, Dae Hair), Emma Chamberlain (Chamberlain Espresso), and Michelle Phan (Ipsy). We additionally imagine that creators will delve extra into pay-to-play content material as a method to have extra management over their schedules and paychecks.
Inclusivity In Influencer Advertising
What Occurred In 2022?
What a yr for inclusive practices! Social platforms like LinkedIn and Meta championed Black and underrepresented creators with incubator applications that enabled creators to hone their abilities and take their companies to the subsequent stage. Moreover, Black creators spoke up for these impacted negatively by the pay hole, highlighting ongoing disparities confronted by underrepresented individuals.
What’s Coming In 2023?
Sure, we love celebrating creators throughout Delight Month, Black Historical past Month, Transgender Consciousness Week, Girls’s Historical past Month, Asian American & Pacific Islander Heritage Month, and so many extra. However we’re trying ahead to a future the place all are represented daily — not solely throughout particular instances of the yr.
TikTok vs. Everybody
What Occurred In 2022?
TikTok spent 2022 making a number of headlines. Overtaking Google as a prime search engine. Influencing Amazon and retail gross sales with #TikTokMadeMeBuyIt. Rolling out new creator pay options. Incomes spectacular ROI for manufacturers. Making strikes towards extra inclusive practices. If there’s one factor we are able to rely on every year, it’s that TikTok may have us tik-talking.
What’s Coming In 2023?
Whereas Instagram could also be one in all TikTok’s largest opponents, its battle for search engine dominance towards Google is the larger story right here. And Amazon had higher look out, too. Rumors are swirling after job postings appeared for TikTok success facilities. Prime Day? How About #TikTokMadeMeBuyIt Day?
Title, Picture, And Likeness
What Occurred In 2022?
The NCAA’s title, picture, and likeness (NIL) coverage might have been enacted in 2021, however 2022 has been The Yr for student-athletes. Now that rising stars in school sports activities can money in with model offers, they’re making financial institution earlier than ever going professional. In 2022, offers with manufacturers like Coach, Bose, Yahoo! Sports activities, Wingstop, Greenback Shave Membership, Adidas, Nike, and extra have resulted in school athletes bringing in tens of millions.
What’s Coming In 2023?
Ultimately yr’s NIL Summit, it grew to become clear that whereas many faculties had been working towards in-house sources for college students pursuing model offers, it hasn’t all the time been easy crusing. We’re anticipating extra company involvement in aiding within the illustration of student-athletes within the coming months.
Cryptocurrency & NFTs At The Tremendous Bowl
What Occurred In 2022?
You’d suppose we’d be paying our lease with Bitcoin by now — at the least if the Tremendous Bowl LVI’s advertisements had something to say about it. Cryptocurrency, NFTs, the metaverse, and synthetic intelligence had been main advert themes earlier than, throughout, and after the Tremendous Bowl final yr. However ever since then, the chatter has all however died off.
NFTs specifically — the digital buying and selling playing cards that had the world scrambling — have tanked in worth. Cryptocurrency, too, is struggling as FTX Buying and selling declares chapter. It has lots of consumers questioning: what was all of it for?
What’s Coming In 2023?
NFTs should adapt with the intention to survive. Some are nonetheless on the gathering bandwagon, nevertheless it’s trying like this can be a fad that has reached its heyday. However who is aware of? Developments come again round — and because the metaverse crawls into place, now could be the time to dig into NFT analysis and use instances to get forward of a possible second coming.
There You Have It
See ya by no means, 2022. We’re onto greater and higher issues. Need to be taught extra about what you may count on in 2023? Take a look at this yr’s predictions from our panel of consultants overlaying how influencer advertising and marketing is poised to develop.
