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

Social media had a fairly fascinating 12 months, from the rise of the creator financial system to the fixed addition of recent options and the handfuls of X options that got here and went. We predicted a variety of it however not all of it. To know how a lot modified, it’s vital to replicate on the 12 months, particularly as the top of 2023 comes nearer.

Within the spirit of reflection, I used to be impressed to take a look at a few of the predictions from our Social Media Predictions for 2023 and verify in on their success (or lack thereof). This is not going to be the identical because the evaluation of what’s to return in 2024 (we’re engaged on that), however a have a look at the predictions for this 12 months and, finally, how they turned out.

Spoiler alert: we bought a stunning quantity right! 

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 12 months, we’ve seen explosive innovation and curiosity in AI, particularly in inventive work.

We obtained 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 could be generated by ChatGPT after being educated with an organization’s model persona. That is changing into a actuality increasingly, particularly as AI instruments incorporate options that let you present context about you or your model.

Daniel’s prediction that corporations will mistakenly consider they will exchange writers with AI instruments was, sadly, true, as many inventive and advertising and marketing groups inside tech corporations noticed mass layoffs this 12 months. 

These layoffs might 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 staff and have put guardrails relating to how we use AI for inventive work.

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

The 12 months taught us an important lesson: the way forward for content material creation lies within the synergy between AI and the irreplaceable human thoughts.

Virtually true: Sudden collaborations between manufacturers and creators

Natalie Sportelli, Director at Bullish, predicted that we might see many extra inventive and surprising collaborations between corporations, celebs, and influencers. And we are saying 2023 was actually a 12 months of inventive 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 12 months.

All in all, all eyes are on inventive 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 aspect or the enterprise aspect, to create campaigns that seize and maintain individuals’s consideration.

Very true: Common individuals turning into creators

The prediction that on a regular basis individuals would change into creators, significantly on platforms like TikTok, was correct in an surprising manner via the surge of user-generated content material creation.

Kasey Bayne, founding father of KB Consulting, predicted extra “common individuals” attending to share their voice, particularly on video. Kasey predicted extra individuals would change into creators on TikTok, not in a manner 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 Artistic, predicted that per-platform social managers will change into a factor since manufacturers might be extra environment friendly and commit their consideration to 1 platform.

Additionally, with nuances between platforms, social media managers will wish to specialize and change into 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, finances constraints typically led to extra multifaceted roles.

Nonetheless, 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 may find yourself coming to go.

Hayley Rodgers, Senior Social Media and Neighborhood Supervisor at Paddle, shared that dwindling budgets would possibly result in extra consolidation of the social media supervisor position and a shift in abilities 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 individuals inside the manufacturers they interact 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 particularly fascinating for a similar motive as Liah – she will reply viewers objections and questions in actual time together with her content material.

Lastly, an important 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 via 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 e 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 e mail advertising and marketing platforms like Beehiiv taking the creator financial 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 grew to become extra evident as high-quality, natural content material began gaining priority over paid adverts, aligning with adjustments in knowledge 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 standard scroll. In truth, when one thing appears to be like too polished, shoppers 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 faux soccer staff. A lot of the content material options founder Ken Sakata speaking via 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 evaluations different tech merchandise on its social media the best way you’d anticipate a tech influencer to. Because the model makes circumstances for various units, they will do that with out concern of dropping model fairness. 

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

@spigenworld

very satisfying google pixel 7a unboxing #tech #madebygoogle #pixel #android #asmr #unboxing

♬ authentic sound – Spigen

Tally of successes and misses

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

• Hits: Most predictions relating to the evolution of private branding, the position of AI, and the shift in direction of extra real content material creation and user-generated content material have been extremely correct.
• Misses: We’d 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 knowledge however fairly knowledgeable opinions, it’s at all times satisfying to see what number of come true. 

What’s subsequent?

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

One other key perception is the pivotal position 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!