Predictions On The Future Of Social Media Advertising In 2023

That’s why we polled influential people in the social media world to find out what will be big next year.

Here’s what they recommended marketers pay attention to, from the meteoric ascent of short-form films to capitalising on the importance of community building.

The Use of TikTok Is Only Going To Increase In The Future

In 2023, I anticipate that TikTok will have further established itself as the preferred social media platform for both advertising and users.

This is due to a number of factors, including TikTok’s strong competitive position in the augmented reality (AR) and virtual reality (VR) video market and the struggles of other social media platforms.

TikTok was originally designed to be a social networking platform, but it has now expanded its service offerings to compete with other digital ad networks.

Thus, it is competing with Google and Amazon for funds that would otherwise go to those companies, as well as with Meta, Snap, and Twitter for advertising money.

Many of the traditional advertising platforms are having their legitimacy called into question, and TikTok is benefiting as a result.

TikTok has user growth and engagement going for it. TikTok users aren’t just increasing in number users (they’re expected to top 800 million by 2023), but they’re also finding innovative uses for the app.

According to Pew Research, TikTok is becoming a more popular news source for Americans. This is in contrast to other social media platforms, where usage is either stagnating or declining.

This is in addition to users’ increasing familiarity with TikTok’s augmented and virtual reality capabilities.

It’s true that other social networking sites have features comparable to Snap’s lenses. In contrast, businesses are more likely to feel safe trying these cars on TikTok due to the platform’s first-mover advantage, general premise, and increase consumer base.

And speaking of trying out something new, this year augmented reality and virtual reality-related ad forms have become standard rather than experimental.

Again, this bodes well for TikTok in comparison to not only other paid social platforms, but also to digital advertising providers in general, as brands develop a better understanding of their capabilities, how to match them with their marketing goals, and how to quantify their effect.

The content strategy of marketers has to become more diversified.

In 2023, there will be three major trends in social media: variety, uncertainty, and capitalization.

Until recently, most marketers only paid attention to a select few text-based social media platforms. This is a terrible concept, and Twitter’s volatility is proving it.

Since many of the younger networks on the landscape don’t have the reach of Twitter, brands will need to abandon the concept that simply being visible is enough. Although these smaller groups are less widespread than the newer networks, they are active and powerful. Compare it to a pressure washer, rather than a sprinkler system, for clarity.

That’s a lot of effort and money, but here’s the thing: With so many new networks emerging, big features being released, a recession looming, and Twitter expected to continue stumbling from grace over the next year, the businesses willing to invest, make a statement, and take risks right now will see huge payoffs.

Current social trends may be decisive for business-to-business marketers.

With Musk at the helm, Twitter is expected to undergo further transformation in 2023, with many anticipating the introduction of improved targeting options to pique the interest of B2B advertisers on the platform.

More B2B advertisers will be able to enter the industry as well, as B2C-focused social media platforms like TikTok and Pinterest include clean rooms and other targeting tools. First-party data activations on social media will explode in 2023 and beyond, and I anticipate that Meta will soon provide a clean room option as well.

B2B companies will start looking into TikTok as a search engine as it continues to dominate Gen Z searches.

The future of brand engagement is headed in the direction of viral marketing.

With so many businesses using the same strategies, it has become more difficult to stand out from the crowd and make an impression on potential customers through traditional marketing channels like social media, websites, and advertisements.

Strategic viral marketing is the answer. Emotional connections are made with the audience via viral marketing. Customers will remember their experience with your firm if they go away feeling entertained, educated, or involved.