We Checked On Our 2023 Social Media Predictions And How They Carried out

Social media had a reasonably fascinating yr, from the rise of the creator economic system to the fixed addition of latest options and the handfuls of X options that got here and went. We predicted plenty of it however not all of it. To grasp how a lot modified, it’s vital to mirror on the yr, particularly as the top of 2023 comes nearer.

Within the spirit of reflection, I used to be impressed to have a look at among the predictions from our Social Media Predictions for 2023 and examine in on their success (or lack thereof). This is not going to be the identical because the evaluation of what’s to come back in 2024 (we’re engaged on that), however a take a look at the predictions for this yr and, in the end, how they turned out.

Spoiler alert: we obtained a stunning quantity appropriate! 

Extraordinarily true: Elevated use of AI and automation in content material creation

This prediction was spot on, with instruments like ChatGPT changing into integral in content material creation and social media administration. Prior to now yr, we’ve seen explosive innovation and curiosity in AI, particularly in artistic work.

We acquired two particular predictions from two of us, Mohammed Asaduallah, CEO of Higher with Benji and Daniel Sobey-Harker, Head of Neighborhood at Windscribe.

Mohammed predicted that social posts can be generated by ChatGPT after being skilled with an organization’s model persona. That is changing into a actuality an increasing number of, particularly as AI instruments incorporate options that can help you present context about you or your model.

Daniel’s prediction that corporations will mistakenly consider they’ll exchange writers with AI instruments was, sadly, true, as many artistic and advertising and marketing groups inside tech corporations noticed mass layoffs this yr. 

These layoffs will be attributed to a number of issues. For instance, layoffs disproportionately have an effect on advertising and marketing roles as a result of corporations see them as being “much less severe”. There have additionally been claims that a few of these layoffs occurred as a result of corporations falsely consider AI can “exchange” sure human labor.

All through 2023, the combination of AI in content material creation showcased its strengths and limitations. We got here to many of those realizations for ourselves on the Buffer Content material workforce and have put guardrails concerning how we use AI for artistic work.

General, whereas AI instruments have been confirmed to supply effectivity and consistency, additionally they delivered to mild the necessity for human oversight to keep up creativity, authenticity, and moral requirements in content material creation. 

The yr taught us an important lesson: the way forward for content material creation lies within the synergy between AI and the irreplaceable human thoughts.

Nearly true: Sudden collaborations between manufacturers and creators

Natalie Sportelli, Director at Bullish, predicted that we might see many extra artistic and surprising collaborations between corporations, celebs, and influencers. And we are saying 2023 was really a yr of artistic collaborations, however not essentially surprising ones.

We noticed the elevated concentrate on collaborative content material by Instagram with the collab posts function and paid partnership tags on TikTok and LinkedIn. Creator marketplaces like Passionfroot and Aspire IQ additionally helped gasoline the brand-creator collaboration cycles we noticed this yr.

All in all, all eyes are on artistic collaborations. Because the instruments and options that allow them evolve, it’s vital to keep watch over them, whether or not you’re on the creator facet or the enterprise facet, to create campaigns that seize and maintain folks’s consideration.

Very true: Common folks turning into creators

The prediction that on a regular basis folks would grow to be creators, notably on platforms like TikTok, was correct in an surprising approach by means of the surge of user-generated content material creation.

Kasey Bayne, founding father of KB Consulting, predicted extra “common folks” attending to share their voice, particularly on video. Kasey predicted extra folks would grow to be creators on TikTok, not in a approach that essentially turns into their full-time gig, however to share and be rewarded for the content material they put on the market. Spot on.

Kendall Dickieson, founder at Versatile Inventive, predicted that per-platform social managers will grow to be a factor since manufacturers will be extra environment friendly and commit their consideration to at least one platform.

Additionally, with nuances between platforms, social media managers will wish to specialize and grow to be specialists at one or two platforms as an alternative of spreading their consideration to a number of. 

This was solely partially realized. Whereas there was a rise within the want for platform-specific experience, price range constraints usually led to extra multifaceted roles.

Nevertheless, it’s vital to notice the elevated curiosity in specializing in particular platforms as an alternative of making an attempt to be all over the place. In keeping with analysis, if manufacturers don’t see worth in being on a platform, they’ll focus their efforts elsewhere. So, this prediction could find yourself coming to move.

Hayley Rodgers, Senior Social Media and Neighborhood Supervisor at Paddle, shared that dwindling budgets may result in extra consolidation of the social media supervisor function and a shift in expertise wanted to achieve success. 

This development proved kind of to be true, with many manufacturers leveraging personalities inside their group for social-first content material creation. Whereas they weren’t essentially superstar standing, it’s clear that audiences love connecting with the folks throughout the manufacturers they have interaction with so long as the content material is saved genuine and useful.

One occasion of this prediction in follow contains Liah Yoo, who’s each a verified magnificence creator on TikTok and the founding father of Krave Magnificence. Utilizing her private platform for her model is an fascinating selection as a result of she will join one-to-one together with her model and private platform audiences.

One other instance is Alie Waterproof coat, founding father of AYM Studio, utilizing her platform to advertise her model and share trend content material together with her viewers. Her use of social is very fascinating for a similar motive as Liah – she will reply viewers objections and questions in actual time together with her content material.

Lastly, an awesome instance of a brand-specific creator is Dan Toomey, who makes humorous, instructional movies for Morning Brew’s social media and has constructed a fanbase for himself outdoors of his day job.

True: Concentrate on model constructing by means of owned platforms by creators

Creators certainly pivoted in direction of proudly owning their content material platforms, like newsletters and private web sites, a development intensified by the unpredictability of social media platforms.

Jennifer Reardon, Communications Director at AltExchange, predicted that creators would hone in on electronic mail advertising and marketing and focus extra on constructing their very own model and creating their very own companies than counting on model partnerships.

This prediction aligns with how newsletters, specifically, noticed a surge in curiosity and exercise, particularly with electronic mail advertising and marketing platforms like Beehiiv taking the creator economic system by storm.

Way of life and meals creator Nara Smith began a Substack after a number of viewers members requested she share her recipes.

Way of life creator Tamsin Wong additionally began a profitable Substack, monetized with a paid tier with unique content material for her viewers.

Even celebrities have jumped on the publication bandwagon, most notably Arnold Schwarzenegger with Arnold’s Pump Membership (which is hosted on Beehiiv), which additionally has an accompanying podcast.

Natural and high-quality content material overcoming paid social spend

This shift turned extra evident as high-quality, natural content material began gaining priority over paid advertisements, aligning with adjustments in information privateness rules.

There’s been a surge in this kind of advertising and marketing from manufacturers, particularly on short-form video platforms like TikTok and YouTube Shorts. The content material feels prefer it connects higher as a result of it isn’t any completely different from what you’d see in your social media feed throughout a traditional scroll. In reality, when one thing appears to be like too polished, customers assume it have to be fabricated.

One fascinating occasion of this prediction in motion is the expansion and success of the Queensland FC clothes model, an actual firm making garments for a pretend soccer workforce. Many of the content material options founder Ken Sakata speaking by means of the objects’ inspiration or the model’s fascinating story.

Equally, the content material technique of tech equipment model Spigen is an instance of this prediction. The model critiques different tech merchandise on its social media the best way you’d anticipate a tech influencer to. Because the model makes circumstances for various gadgets, they’ll do that with out worry of dropping model fairness. 

This provides them search worth, and the patron belief is often assigned to particular person influencers whereas nonetheless permitting them to advertise the merchandise they really promote. 

@spigenworld

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♬ unique sound – Spigen

Tally of successes and misses

So, what number of did we hit, and what number of did we miss? 

• Hits: Most predictions concerning the evolution of non-public branding, the function of AI, and the shift in direction of extra real content material creation and user-generated content material had been extremely correct.
• Misses: We would have overestimated the velocity at which sure traits, like the whole specialization of social media roles, would take maintain.

Though these predictions aren’t based mostly on empirical information however reasonably knowledgeable opinions, it’s all the time satisfying to see what number of come true. 

What’s subsequent?

The most important takeaway from the success of those traits is the rising significance of authenticity and depth in content material, which dominated the social media and creator economic system panorama in 2023.

One other key perception is the pivotal function of AI and automation in shaping content material methods.

The emergence of on a regular basis creators as influential voices highlighted the democratization of content material creation.

What do you concentrate on our predictions? Did you discover something that may corroborate the accuracy? Share with us within the feedback beneath!