This year again, We are Social publishes its report Think Forward 2023 entitled “Fragmented Futures” which dissects 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 changing. The report also indicates that they feel increasingly limited in their research. And for good reason, the results of their queries oriented by the work of algorithms, referencing and sponsored advertisements, 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 such as Reddit, TikTok and Roblox are among Internet users’ choice of platforms to complement traditional search engines or even replace them altogether.
2. A fragmented discourse on several social platforms
Social media storytelling is changing. Discussions are no longer linear or continuous, rather they tend to be scattered across different platforms. Information travels, it begins on one network then is taken 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 more particularly Generation Z, no longer want to be passive in front of certain simple stories defined by brands and content creators. They want to study and understand them with the help of their niche or sub-cultural knowledge.
3. The notion of authenticity on social networks is changing
The authentic aspect on social networks is also changing. Users always push their limits by acting in unusual ways to appear more believable and authentic. Thus, the more specific and intense the interest, the more sincere and persuasive it would 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 strangeness 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 bath. mud.
In 2022, the social life of the web gives way to collective initiatives, mutual aid, and openness tells us the Think Forward 2023 report. Social users are less focused on highlighting their profile and rely more on building community spaces. Social platforms like Reddit, Discord, Twitch or TikTok decenter 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 many editors and journalists.
With less branding and a more open community, the “social” part of “social media” is changing.
As for the trends present on social networks, they are increasingly followed and executed collectively. The goal is to be part of a group and not to express yourself or show yourself alone.
Example of a marketing campaign: for the release of the Minions film, Illumination and Universal collaborated together to create the conditions for a gathering of a community of fans (fandom). Shortly after, many students launched a movement which consisted of watching the film, in disguise. By 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 heart of concerns. The ability to represent oneself in a virtual universe is a major point of contact, the study tells us. In Asia, for example, fans are taking on the identity of their idols by using imitations created by Artificial Intelligence to create increasingly intimate fanfictions.
Faced with these developments and the rise of metaversecontent creators and brands need to reinvent themselves and think of a more original way to help consumers develop their identity and self-represent.
Example of a marketing campaign: to celebrate the Ozworld collection, Adidas launched the first avatar creation platform, in collaboration with Ready Player Me.
