Social media had a reasonably fascinating 12 months, from the rise of the creator economic system to the fixed addition of recent options and the handfuls of X options that got here and went. We predicted loads of it however not all of it. To grasp how a lot modified, it’s vital to mirror 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 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 have a look at the predictions for this 12 months and, finally, how they turned out.
Spoiler alert: we bought 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 turning 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 Group at Windscribe.
Mohammed predicted that social posts can be generated by ChatGPT after being educated with an organization’s model persona. That is turning into a actuality increasingly, particularly as AI instruments incorporate options that will let you present context about you or your model.
Daniel’s prediction that firms will mistakenly imagine they’ll exchange writers with AI instruments was, sadly, true, as many inventive and advertising groups inside tech firms noticed mass layoffs this 12 months.
These layoffs could be attributed to a number of issues. For instance, layoffs disproportionately have an effect on advertising roles as a result of firms see them as being “much less critical”. There have additionally been claims that a few of these layoffs occurred as a result of firms falsely imagine AI can “exchange” sure human labor.
All through 2023, the mixing 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 group and have put guardrails concerning how we use AI for inventive work.
General, whereas AI instruments have been confirmed to supply effectivity and consistency, in addition they dropped at gentle the necessity for human oversight to take care of 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.
Nearly true: Surprising collaborations between manufacturers and creators
Natalie Sportelli, Director at Bullish, predicted that we’d see many extra inventive and sudden collaborations between firms, celebs, and influencers. And we are saying 2023 was really a 12 months of inventive collaborations, however not essentially sudden 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 gas 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 control them, whether or not you’re on the creator facet or the enterprise facet, 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 turn into creators, notably on platforms like TikTok, was correct in an sudden means by 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 turn into creators on TikTok, not in a means 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 turn into a factor since manufacturers could be extra environment friendly and dedicate their consideration to at least one platform.
Additionally, with nuances between platforms, social media managers will wish to specialize and turn 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, funds constraints usually 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 in all places. In response to 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 cross.
Hayley Rodgers, Senior Social Media and Group Supervisor at Paddle, shared that dwindling budgets may result in extra consolidation of the social media supervisor position and a shift in abilities wanted to achieve success.
This development proved roughly to be true, with many manufacturers leveraging personalities inside their group for social-first content material creation. Whereas they weren’t essentially celeb standing, it’s clear that audiences love connecting with the individuals throughout the manufacturers they have interaction with so long as the content material is stored genuine and useful.
One occasion of this prediction in apply consists of 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 be able to join one-to-one along with her model and private platform audiences.
@liahyoo Replying to @alytrippin def try @KraveBeauty #tiktokshop to get a double low cost throughout our for you sale. If you happen to’re fortunate, you will get this at 45% off (funded by tiktok, thanks!) good for patrons and us! This promo is at present solely out there within the US so far as i do know #acneskincare #bfcm
One other instance is Alie Waterproof coat, founding father of AYM Studio, utilizing her platform to advertise her model and share trend content material along with her viewers. Her use of social is particularly fascinating for a similar cause as Liah – she will be able to reply viewers objections and questions in actual time along with her content material.
@alie.waterproof coat The ballet bamboo wrap high is designed to create a cohesive outfit when worn with my costume designs. You may put on it reversibly too ✨ advert, my design created for my model: @AYM Studio #fashiondesign #outfitideas
Lastly, an incredible 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 exterior of his day job.
@goodworkmb LinkedIn, uncovered #careertok #careeradvice #linkedin #corporatelife #profession
True: Concentrate on model constructing by owned platforms by creators
Creators certainly pivoted in the 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 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 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.
@naraazizasmith sporting @Everlane to make the right facet dish or ought to I say foremost? #easyrecipes #galette #mushroom #holidaytiktok #everlaneonyou #sweaterstyle #fypツ
Way of life creator Tamsin Wong additionally began a profitable Substack, monetized with a paid tier with unique content material for her viewers.
@maybetamsin subsequent on rhubarbs tour of canine pleasant stays – the cotswolds! thanks barnsley home for inviting us 🫶🏼 #dogfriendly #prstay
Even celebrities have jumped on the e-newsletter 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 adverts, aligning with adjustments in information privateness laws.
There’s been a surge in this sort of advertising 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. The truth is, when one thing seems to be too polished, customers assume it should 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 group. A lot of the content material options founder Ken Sakata speaking by 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 opinions different tech merchandise on its social media the way in which you’d anticipate a tech influencer to. Because the model makes instances for various gadgets, they’ll do that with out concern of shedding 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
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 private branding, the position of AI, and the shift in the 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 entire specialization of social media roles, would take maintain.
Though these predictions aren’t based mostly on empirical information however somewhat 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 economic 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 consider our predictions? Did you discover something that may corroborate the accuracy? Share with us within the feedback under!