1/5/2023: New yr, identical 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 ✨ We’re only some days into the brand new yr and it’s already shaping as much as be a grand outdated time. 2022 could also be a factor of the previous, however the high tales from final yr nonetheless carry impression — and so they’re setting the stage for loads of 2023 developments and predictions. Let’s get into it.
Social Commerce Isn’t There But
What Occurred in 2022?
Keep in mind when dwell procuring on social media was purported to be the subsequent large factor? Yeah, us too. And whereas we haven’t but reached the purpose the place we’re searching for vacation presents immediately from an influencer’s dwell stream, we’re nonetheless seeing large outcomes from on-line procuring and e-commerce initiatives powered by creators.
TikTok, particularly, 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 procuring 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 waft — it’s the circulation, and e-commerce isn’t any totally different. We’re anticipating TikTok’s growth into larger e-commerce options will parlay into different initiatives, like a LIVE-adjacent increase and maybe even a podcasting community. And dwell procuring general? 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 Courtroom 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 staff entry care outdoors of their residence state if needed. Additionally, sure manufacturers halted advert spending altogether to reevaluate how one can use their platform to assist.
Social platforms had been additionally closely concerned in world points this yr, notably when it got here to combating the unfold of misinformation by Russian bots in the course of the struggle 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 looking for TikTok app bans on federal units. It’s clear that social platforms will proceed to be a powerful 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.
Nonetheless, 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 gained’t say that Twitter is over, however it doesn’t look nice. Nonetheless, historical past has proven that when one platform falls, one other takes its place — and we’ve just a few 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 could be the latest scorching 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 in opposition to hyper–curated content material and as a substitute embraced the nice, the dangerous, and the truth. 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 submit that customers proceed to like. To not point out that BeReal had its competitors scrambling to duplicate its genuine vibes.
What’s Coming In 2023?
BeReal’s success hinges on its potential to maintain itself, and with out advertisers backing the platform, it’s tough 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 consider will take a step again to its roots this yr. Escape the sepia filters …the outdated days are on their method 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 in the end did not 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, study, and interact 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 development, in fact, however a very powerful piece of the puzzle goes to be accessibility. Meta’s desires of a digital world which are extra engaging than actuality haven’t taken off but as a result of 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 number 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 printed a report exploring how creator pay has modified through the years. We’re frequently inspired by the creators who’re snug 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 comply with within the footsteps of Amber Fillerup Clark (Barefoot Blonde Hair, Dae Hair), Emma Chamberlain (Chamberlain Espresso), and Michelle Phan (Ipsy). We additionally consider 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 and marketing
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 expertise and take their companies to the subsequent degree. Moreover, Black creators spoke up for these impacted negatively by the pay hole, highlighting ongoing disparities confronted by underrepresented folks.
What’s Coming In 2023?
Sure, we love celebrating creators throughout Delight Month, Black Historical past Month, Transgender Consciousness Week, Ladies’s Historical past Month, Asian American & Pacific Islander Heritage Month, and so many extra. However we’re wanting ahead to a future the place all are represented daily — not solely throughout particular occasions of the yr.
TikTok vs. Everybody
What Occurred In 2022?
TikTok spent 2022 making a number of headlines. Overtaking Google as a high 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 depend on annually, it’s that TikTok can have us tik-talking.
What’s Coming In 2023?
Whereas Instagram could also be certainly one of TikTok’s greatest opponents, its battle for search engine dominance in opposition to Google is the larger story right here. And Amazon had higher look out, too. Rumors are swirling after job postings appeared for TikTok achievement facilities. Prime Day? How About #TikTokMadeMeBuyIt Day?
Title, Picture, And Likeness
What Occurred In 2022?
The NCAA’s title, picture, and likeness (NIL) coverage could have been enacted in 2021, however 2022 has been The 12 months for student-athletes. Now that rising stars in faculty 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 faculty athletes bringing in thousands and thousands.
What’s Coming In 2023?
Ultimately yr’s NIL Summit, it turned clear that whereas many faculties had been working towards in-house sources for college kids pursuing model offers, it hasn’t at all times 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 hire with Bitcoin by now — at the very least if the Tremendous Bowl LVI’s adverts 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 particularly — 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 patrons questioning: what was all of it for?
What’s Coming In 2023?
NFTs should adapt so as to survive. Some are nonetheless on the gathering bandwagon, however it’s wanting like it is a fad that has reached its heyday. However who is aware of? Traits come again round — and because the metaverse crawls into place, now often is the time to dig into NFT analysis and use circumstances 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. Wish to study extra about what you may anticipate in 2023? Take a look at this yr’s predictions from our panel of specialists protecting how influencer advertising is poised to develop.
