Also this year We are Social publishes its report Think ahead 2023 authorized “fragmented futures” which analyzes social behavior and highlights social media predictions for the next twelve months.
1. New web search methods to counter algorithms and advertising
The way Internet users explore the Web and its content is constantly evolving. The report also indicates that they are feeling increasingly limited in their pursuit. And for good reason, the results of their queries driven by the work of algorithms, referrals and sponsored advertising push users to move towards other more visual, honest and collaborative content. On social networks they seek the unexpected and discovery.
According to the Think Forward 2023 report, sites like Reddit, TikTok, and Roblox are among the platforms chosen by internet users to complement traditional search engines or even replace them altogether.
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2. A fragmented discourse across multiple social platforms
Social media storytelling is changing. Discussions are no longer linear or continuous, but tend to be spread across different platforms. Information travels, it starts on one network and then it’s picked up on another, to continue its journey elsewhere. Music launched on TikTok, for example, can then be listened to on Spotify.
In general, this annual report tells us that Internet users, and in particular Generation Z, no longer want to be passive in the face of certain simple stories defined by brands and content creators. They want to study and understand them with the help of their niche or subcultural knowledge.
3. The notion of authenticity on social networks is changing
The authentic look on social media is also changing. Users are always pushing their limits by acting in unusual ways to appear more believable and authentic. Therefore, the more specific and intense the interest, the more sincere and persuasive it will be in the eyes of users.
We are Social tells us that at a time when videos are queens on social media, content creators use a certain excess of weirdness to get noticed and thus attract the attention of internet users. This translates into highlighting niche interests like sharing ASMR videos, identifying as a water sommelier, spending hours sewing a soccer ball, or lounging long hours in a mud bath.
4. Ego gives way to cooperative communities
In 2022, the social life of the web gives way to collective initiatives, mutual aid and openness, the Think Forward 2023 report tells us. Social users are less focused on highlighting their profile and rely more on building community spaces . Social platforms such as Reddit, Discord, Twitch or TikTok decentralize the individual profile by opting for pseudonyms or avatars. Users also favor collective content creation sites, such as Substack, an American newsletter platform that highlights the work of numerous publishers and journalists.
With less branding and a more open community, the “social” side of “social media” is changing.
As for the trends present on social networks, they are increasingly followed and carried out collectively. The goal is to be part of a group and not express or show yourself.
Example of a marketing campaign: for the release of the film Minions, Illumination and Universal have worked together to create the conditions for a gathering of a community of fans (fandom). Shortly thereafter, many students launched a movement of watching the film, in disguise. Coining the phrase #Gentleminionsthese participants amplified the trend and set the stage for a campaign that went viral.
5. Virtual worlds pave the way for multiple identities
In a world increasingly influenced by virtual reality and augmented reality, the representation and expression of identity are at the center of concerns. The ability to represent yourself in a virtual universe is an important touchpoint, the study tells us. In Asia, for example, fans are taking on the identities of their idols by using AI-powered impersonations to create ever more intimate fanfiction.
Faced with these developments and the rise of the metaverse, content creators and brands need to reinvent themselves and think of a more original way to help consumers develop their identity and self-representation.
Example of a marketing campaign: to celebrate the Ozworld collection, Adidas launched the first avatar creation platform, in collaboration with Player Ready Me.
