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Five things that will shape social media in 2023

New year, new trends, same contributor. For the past eight years, I’ve had the opportunity to predict the trends that will shape the social and digital space in the new year for Marketing Mag. You can read all my previous predictions right here: 2016, 2017, 2018, 2019, 2020, 2021 and 2022. 

This article is an accumulation of the 1000s of reports, documents and articles that I’ve read throughout the year. Saved in my aptly named, trend folder, by the time the new year rolls around I’m set to review what the year in social and digital looked like so that I can get a good gauge on what the new year will bring. Looking back at what I’ve predicted over the past few years, my process seems to work well, so here we go again. 

As they say, some things just sound better in French, so let’s put it this way, last year the Social Media space was an absolute ‘Spectacle de Merde’. It was one of the most disruptive years we’ve had for a while. More than 140,000 tech workers including those working for the most established social and digital platforms lost their jobs, Facebook coped with a massive exodus of users, saw a steep decline in advertising dollars and its heavy investment in the Metaverse cost the business billion of dollars, Elon Musk took over Twitter in a $44 billion surprise bid to run the app to the ground and TikTok’s raging success saw Instagram mimicking every element they could and losing the original essence of the app. And those are just a few… 

But it wasn’t all doom and gloom, new social apps popped up offering a fresh take on what a social platform could offer. BeReal, where users are invited to post one unedited photo a day of themselves at a randomised time set by the app, saw exponential growth. And we saw the introduction of a social-for-good platform in the launch of WeAre8, a…

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