Social media trends: 70% of advertisers believe digital advertising as a whole will take a step back

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Talkwalker has released a new report indicating that 2023 will disrupt all of this. Brands will not regain control. But, they will learn to disrupt the industry by managing the symbiotic relationship between consumer and brand simply by being better listeners and using more immersive consumer insights to connect with their communities, with a seamless ability to capitalize quickly. and act on them, the report indicated.

This report used information identified using Talkwalker’s consumer insights platform.

The cookie is finally soaked

The report mentions that the year 2023 will finally bring the long-delayed end to third-party cookies. He said Google has once again delayed ending cookies until 2024 to allow for testing and adoption of its Privacy Sandbox APIs.

While consumers are concerned about the lack of privacy brought by these cookies, 70% of advertisers believe that digital advertising as a whole will take a step backwards due to their removal.

Social media will meet a new social norm

While mentions of fake news are down slightly, mentions of deepfake are on the rise, having more than doubled from January 2022 to August 2022. Talkwalker’s AI-powered forecast predicts continued growth in the months to come.

The report pointed out that consumers think they are getting savvier with lies on the internet, but the technology that creates them is developing rapidly and 2023 will be a breaking point.

Decentralized social networks will be the next big thing

According to the report, consumers expect different levels of censorship and freedom of expression. Without core strength, there is an increased risk of toxicity and radicalization.

These startup decentralized networks may not take over in 2023, but they will have big players taking notice.

Major social platforms are expected to tackle more issues raised by consumers and perhaps even put more power back in the hands of their users.

Multi-sensory social media will provide content for everyone

The report mentions that brands will invest more in bringing sensory elements to the digital experience, from gamification to fully immersive digital shopping malls, which 45% of consumers expect to see grow by 2030.

Samit Malkani, Creative Director of Group Marketing – Brand, India & Southeast Asia, Google said, “As platforms and formats proliferate, it will be interesting to see how brand and social teams can find a balance between building a platform first and scaling efficiently. We can see, for example, that short video can scale across platforms…or it can’t and teams will need to create more assets than ever before. »

Social commerce will go up and down

Much like influencer marketing a few years ago, social commerce is still finding its footing, the report says. In some regions, such as China, 49.5% of social media users have made a social purchase, compared to 44% in the United States, the report reveals.

According to the report, social commerce in China would be responsible for around 14.3% of all e-commerce in 2023, compared to just 4.9% in the United States.

The Metaverse Rush Will Pay Off

Facebook is doubling down on its Meta rebranding, while tech leaders like Microsoft and Tencent are starting to reveal their own metaverse concepts.

With a potential market of $800 billion, expect more players to join the competition in the coming months. However, the concept is entering a critical period, potentially facing a format war, the report says. Much like VHS versus Betamax, or Blu-Ray versus HD DVD, some metaverses will begin to thrive, while others will quickly be abandoned, according to the report.

Rebeca Ricoy Paramo, regional marketing manager for Duolingo, said, “We are just beginning to learn about all of our alternatives and possibilities in the metaverse. I think 2023 will be another year of exploration, where many brands will dare to continue exploring and finding ways to join us. The biggest challenge will be finding ways to add value to this platform and not downloading us just because everyone else is doing it.

Predictive analytics will disrupt marketing

The report highlighted that capability brings so much potential, with the ability to look into the future of a trend, topic or campaign and understand how it will adapt in the months ahead. Yet only 42% of marketers say they have predictive analytics capabilities. Expect that to change in 2023, the report says.

David Low, Chief Marketing Officer of Talkwalker, said, “Predictive analytics is finally using the power of AI to automate this, at scale, with the most trusted data in the industry, and in real time. It may seem like a pipe dream, but prediction is already being used in everything from insurance to shipping. 2023 will be when marketers can join in the fun. »

The environment will no longer be an afterthought

The report says there’s a growing sense of urgency in the conversation, as consumers don’t want to hear buzzwords like sustainability, green or net zero. Instead, they need action that makes a real difference to the situation, with around 82% of consumers wanting companies to put people and planet before profit.

The customer experience will become even more social

The report highlighted that 75% of consumers say the pandemic has led to long-term changes in their behaviors and preferences, one of which is a greater focus on urgency.

Time is more valuable and no one wants to waste it, even when it comes to brand interactions.

The report mentioned on the rise of instant deliveries from companies like Gopuff demonstrates – the disruptive consumer wants things now.

No more personas, you will think ‘communities’

The report found that private social media platforms like Discord, Signal and Geneva will enable engagement within brand communities, with real connections instead of content streams. 9.2% of Americans now use Discord at least once a week, so there is demonstrated community demand, the report says.

With 66% of brand communities saying their community has led to increased loyalty, it’s no wonder that more brands want to strengthen their proximity to their consumers when buying power is lower, according to the report.

According to Forrester’s 2023 Asia-Pacific (APAC) forecast released today, geopolitical frictions, global economic pressures, and post-pandemic challenges will force APAC companies to prioritize their technology investments in 2023.

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