1. Introduction
2. Facebook
a. More AI recommended posts
i.
Showing the best content by all users, kind of like
TikTok’s “For You” page.
ii.
Less external links posts, and more engaging
content from algorithms.
b. Family & Friends Posts
i.
Facebook has a long history of social graphs; key
family/friend update posts. Hence, there is a
possibility that Facebook might “highlight”
family/friend posts over AI recommendations.
c. Avatar Integration
i.
Use of avatars form digital identity. Key ways to
connect virtually and develop accessory
sponsorships and themes in the metaverse.
d. Click-to-message ads
i.
Allows business-run ads on Facebook & Instagram
to start a messaging thread.
ii.
Something similar will run in WhatsApp.
e. Posts from VR
i.
Possible posts of VR experiences through the
metaverse.
f. Augmented Reality Spaces
i.
AR-enabled glasses could expand the metaverse
through posts/experiences. Currently planned to be
released in 2024.
3. Instagram
a. More AI-recommended content- and more reels
i.
While new AI algorithms have not succeeded in the
past, Instagram expects to roll out an algorithm that
best reaches users. Most likely this will call for
more reel exposure in Instagram feeds.
b. Next level integration
i.
Meta’s VR realm rollout calls for alliances with
artists to create art that can be experienced through
the platform. Spark AR, Live Photos, and Gifs could
be implemented soon.
c. AR & more interactive ads
i.
3D models and other forms of interactive ads will
be implemented or at least expressed (released) to
increase revenue.
i.
While it hasn’t worked well yet, Instagram could
possibly release a new shopping tab/always-on
feed of live shopping content.
i.
Musk might roll out subscription charges; free for
the public, with a slight cost for
government/businesses. Because Twitter analytics
was deleted in 2020, there is a possibility of a more
robust professional analytical offering, with a
professional profile display.
d. Live Shopping
4. Twitter
a. Bigger subscription push
b. Additional verification ticks
i.
Facebook attempted something similar; adding a
phone/email verification through a gray tick
verification.
c. Variable algorithms
i.
Musk seems to want users to dictate their own
algorithms. Little has been released about this
project, however, there is a possibility there will be
a change to some degree.
i.
A push for “Free speech”- Musk wants to introduce
a content moderation council with diverse
viewpoints.
The only issue with this is the fact that while it’s
legal to be racist, sexist, or transphobic; not
everyone wants to encounter posts filled with the
worst of humanity.
This in the long run could affect the pockets Musk,
he must find a moderate level of community
banning to ensure revenue.
d. Trial & Error
ii.
iii.
e. The opportunity of payments
i.
A possible vehicle to facilitate payments- like
cryptocurrency.
ii.
Expect to see twitter make a move to establish
more of a payments backbone to build from.
f. Longer tweets
i.
So people can share more types of posts in the app
ii.
Possibly longer videos too.
5. Pinterest
a. International Expansion
i.
b.
c.
d.
e.
Pinterest is big in the United States, however, ads
are not available in all markets.
ii.
Pinterest will probably work on expanding in other
regions.
Refined Search and Discovery
i.
More personalized tools to keep users appear at
the top of their feed.
Streamlined listing process
i.
Adding more tools to facilitate merchants
ii.
Easier purchases as well
Improved AR capture
i.
Pinterest is working on AR experience to capture
3D products.
ii.
Try-on features could benefit through a more stable
platform.
Live stream shopping
i.
Possibly implementing live stream display options
to purchase on the app. Similarly to what Instagram
and TikTok are working on.
6. LinkedIn
a. More data insights to help guide job seekers
i.
More links to ‘LINKEDIN Learning”
ii.
Linked in could potentially map out your entire
career- from school to career progression (skills
and interests)
b. Improved video connection tools
i.
Expect the platform to develop more video content
ii.
Build on event features, including Zoom-like video
meetings.
iii.
A lot of video engagement is expected throughout
the app.
c. Bigger focus on audio
i.
Expect to see audio rooms in groups
ii.
Audio meet-ups among your connections
iii.
More sections highlighting audio events.
d. Feed Presentation Update
i.
With new video tools, expect LinkedIn to change
format
ii.
LinkedIn TV? Possible?
7. TikTok
a. Live-stream commerce and shops
i.
TikTok has found success in Asian markets by
implementing live shopping on the app, most likely
to incorporate in the United States.
b. New Creator Payments
i.
While the creator fund has not been able to keep
stars/content creators on the app, it is possible that
TikTok might roll out an ad percentage to these
TikTok stars.
c. Separation from CCP
i.
Expect more pressure on the TikTok app, while the
agreement between Oracle and TikTok was a big
step, it most likely will not be enough for future
threats.
8. Snapchat
a. AR Glasses
i.
Like Apple and Meta, Snapchat has been working
on their Spectacles AR glasses for some time.
Possibly they may release more info/and could be
the first to market than its competitors.
b. Avatar Fashion & Digital Items
i.
Bitmojis are constantly being used in DMs, Snap
maps, and on their profile; hence, it’s no surprise
that they are more well-known and tend to be more
used (around 1 billion avatars).
ii.
With this huge accomplishment, comes the
possibility of more fashion/item partnerships this
upcoming year. MORE $$$
c. Expanded Sports Push
i.
With sports audiences ranging from youngsters to
older audiences, Snapchat hopes to capitalize on
this with its recent “La Liga” partnership.
ii.
Expect more sports content, games, live scores, etc
in hopes of gaining an older audience.
d. Video/Bitmoji Chat
i.
Possibly more video chat elements
ii.
While Snapchat already has group video chat,
there is a possibility of developing live chats
anyone can tune into
iii.
Maybe video chats are listed in the Snap Map to
help engage local communities.
iv.
Snapchat is about friends, not broadcasting.
Maximization of engagement through social
connection and community.
9. The Underlying Importance: “The Significant Issue”
a. Brand Identity
i.
These brands are seeking ways to stay on top of
each other, however, they are unable to meet the
consumer effectively. There is a lack of uniqueness
as they simply copy whoever is getting kudos.
a. The market has become
competitor-driven rather than
consumer-driven.
b. Changing consumer behaviors
i.
Every platform is attempting to stay relevant; they
need users to engage with their platform, hence,
many are pursuing different avenues and tools.
c. Monetization challenges
i.
All platforms are attempting to stay in business.
They are seeking ways to increase revenue
through live shopping/gifting etc; meanwhile others
(Tiktok) are trying to pay for stars.
10. Credits
- 32 Predictions for Social Media Marketing in 2023