2023 Social Media Digest
Smarty Social Media
We are a boutique, full-service social media agency specializing in health and technology marketing.
As we bid farewell to 2023, let's take a moment to reflect on the whirlwind of events that shaped the social media landscape over this past year. From major platform developments to impactful movements, here are a few of the top social media platform stories we bookmarked from this past year:
FACEBOOK?
Facebook, operating under its parent company Meta, witnessed a dynamic and transformative 2023. Here are some of the key moments that defined Facebook's journey throughout the year:
1. Embracing Mark Zuckerberg’s Metaverse vision, for better or for worse
Facebook continued to push the boundaries of technology with an unwavering commitment to the Metaverse vision. Mark Zuckerberg, the company's visionary leader, articulated the ambitious goal of building a shared virtual space that goes beyond the limits of today's internet.
2. Continued focus on VR and AR
In 2023, Facebook reaffirmed its commitment to virtual reality (VR) and augmented reality (AR) technologies. Advancements in Oculus VR devices and AR applications showcased Meta's dedication to creating immersive and interactive experiences.
3. Meta removes News stories from Instagram and Facebook in Canada
In August, Meta announced it would remove news articles for Facebook and Instagram users in Canada. The move was in response to the country’s Online News Act —a law that forces tech companies such as Meta and Google to pay news outlets for their content. The ban also impacted Google, which reversed its position in November.?
4. Facebook addresses privacy and transparency concerns
In response to growing concerns about user privacy, Meta took steps to enhance security measures and transparency in 2023, including the launch of end-to-end encryption on Facebook Messenger and ad-free subscription tiers for users in Europe. The company aimed to rebuild trust by implementing changes to data practices and refining privacy settings.
5. Generative AI and the future of Meta AI
In addition to AR and VR, Facebook bet big on AI in 2023, introducing more than 20 new ways generative AI can improve your experiences across Facebook, Instagram, Messenger, and WhatsApp — spanning search, social discovery, ads, business messaging, and more.
Smarty’s Take??: As Facebook continues to navigate the challenges and opportunities that lie ahead, 2024 promises to be a pivotal year in shaping the future of the company and the digital landscape at large. We’ll be keeping an eye on some major announcements set for next year, including AI Chatbots, improvements to Facebook’s Ad Manager, and the continued expansion of their AR and VR offerings which, as they become more prevalent, will be important technologies for customers and businesses to leverage.?
INSTAGRAM?
Instagram emerged from 2023 as a vibrant hub of visual expression, fostering creativity and connection across the globe. Here's a glimpse into some of the key moments that defined Instagram's dynamic year:
1. Short-form video takes center stage
In 2023, Instagram continued its push to become the go-to platform for visual, short-form video storytelling, a title currently held by TikTok. Users embraced new visual trends , from creative Reels to aesthetically pleasing Stories, showcasing the platform's commitment to providing diverse and engaging content formats, with an emphasis on short-form video.?
2. Platform and feature updates galore
This year, Instagram continued to bolster its features for creators, users, marketers, and advertisers alike. From enhancing its DM features to facilitate easier direct messaging between users and brands, to adding multiple layers of security, launching a sister app, and incorporating generative AI into the platform, the Meta platform saw multiple updates and changes throughout the year.?
3. Nurturing hyper-niche communities
Instagram continued to evolve as a platform that caters to diverse interests and passions. The rise of hyper-niche communities , facilitated by hashtags, Broadcast channels (that launched in early 2023), and Explore features, empowered users to connect with like-minded individuals and explore more specialized content.?
4. Threads launches to great enthusiasm but struggles to keep users engaged post-launch
It took Threads, the Instagram-backed “Twitter Killer” app, 24 hours to reach 30 million users when it launched back in July. But after the incredible start, Threads’ success has dwindled with steadily declining active users over the past 6 months. But many feel that Threads is poised for a comeback in 2024 , thanks to its December launch in Europe and a number of updated product features. Will 2024 be the Year of the Thread??
5. Instagram gets new filters for the first time in forever
Instagram changed A LOT in 2023, especially when it comes to the ways in which we can share our content with others and segment different audiences. But Instagram also released 25 new filter options in November, “From subtle color edits to options for expressive styles, these updates make it easy for you to try various looks for your posts,” Meta’s blog post reads , signaling the network’s continued emphasis on making it easy for creators to produce highly shareable and engaging content.
Smarty’s Take??: Instagram made some major platform updates and improvements in 2023, making it easier for brands, creators, and users to communicate and collaborate. New Broadcast channel capabilities, along with a greater push towards DMs and a focus on short-video content all presented our agency with exciting opportunities to showcase creativity, engage with users, and capture attention quickly. Looking ahead, Instagram will continue to be a priority platform for our agency, as strong user engagement and enhanced marketing capabilities continue to make the network attractive to brands and creators alike.?
X (aka TWITTER)?
Depending on who you ask, X (formally known as Twitter) is either seeing a resurgence in users or dying a slow, painful death . Whatever the outlook, X has had, arguably, one of the most tumultuous years of any major social network. Here are just a few of their more notable headlines from 2023:?
1. Musk kills the blue bird brand; Claims X will be an “everything app”
Musk killed the famous Twitter blue bird brand early in 2023, sharing his vision for the "everything app " as an in-app payment and expanded financial services platform, leveraging his expertise from his time with PayPal. However, despite the theoretical potential, significant regulatory hurdles and Musk's critiques of financial institutions may impede rapid progress.
2. Musk yanks X’s verified check marks, only to then restore many of them
In a roller coaster move, Elon Musk initially revoked the blue check marks of high-profile Twitter accounts, including celebrities like Lady Gaga and Bill Gates, linking verification to the subscription-based X Premium. However, after realizing the potential impact on site traffic, Musk swiftly restored the check marks for prominent figures, irrespective of their subscription status or even the deceased, to prevent confusion over account authenticity.
3. Despite challenges, X is seeing more web traffic YoY
2023 saw conflicting reports around the usage and growth of X under Elon Musk's leadership, with some suggesting a decline and others indicating a surge in popularity . Analyzing different metrics, such as website traffic data versus app usage, reveals inconsistencies, making it unclear whether X is experiencing overall increased usage or not. A recent report from advanced-television.com pointed to a 22.3% YoY increase in web traffic to X.com , but critics were quick to point out that that statistic refers to website traffic to the site and does not account for users accessing X through the app.
4. Creator payments backlash
In 2023, X introduced a creator ad revenue share program to incentivize engaging posts; however, the program's opacity, particularly its restriction to X Premium subscribers, led to creator backlash as individuals attempted to exploit the system. Anticipating a potential decline in ad revenue share payments due to system updates, this could prompt creators, including some of Elon Musk's vocal supporters, to shift their focus to other platforms, echoing similar trends seen on platforms like Snapchat.
5. Mid-year bankruptcy warnings
Anticipating financial challenges for X, Musk has predicted the app may issue a bankruptcy warning in the next seven months, citing ongoing issues with ad revenue, debt burdens from Elon Musk's takeover, and the increasing popularity of Threads. While Musk and X CEO Linda Yaccarino present an optimistic outlook, external analyses indicate a challenging financial situation, and the app's fate may depend on external factors such as global conflicts and the success of Threads.
Smarty’s Take??: To say that X has had a tumultuous 2023 may be the understatement of the year. Elon Musk's ambitious vision to transform it into the "everything app" has faced hurdles, with challenges in staff retention, in-app payments, and regulatory obstacles. Due to the uncertain fate of the platform, with conflicting opinions on its user base, we’re taking a watch-and-wait approach to X and advising our clients to tread lightly.?
TIKTOK
TikTok exploded into the US market in 2023, emerging as one of the top social networks for Gen Z and Gen Alpha (or in other words, anyone born after 1995). But the Chinese-owned app also faced a ton of social backlash and political pressure in the US, largely due to its popularity, especially among young Americans. These were some of TikTok’s more memorable moments from 2023:
1. With Montana leading the charge, the US considers an outright ban of TikTok
The potential ban of TikTok in the U.S. hinges on the delicate balance of U.S.-China relations, with ongoing concerns about the app's security and accessibility of American user data. While a major escalation in tensions or geopolitical shifts could prompt a ban, the current prediction is that unless there's a significant reason for the White House to react, TikTok is unlikely to face a full ban, given the broader implications for U.S.-China relations.
2. Healthcare providers are among the most popular professions on TikTok
In June, a study from Registered Nursing found that healthcare providers, including doctors, nurses, and dentists, rank among the most popular professions on TikTok , with users spending an average of 630 million hours watching healthcare-related videos. Despite the popularity of health information on the platform, studies suggest that a significant portion of TikTok's healthcare content can be misleading, presenting an opportunity for healthcare marketers in the growing TikTok ad space.
3. TikTok goes all-in on generative AI
TikTok heavily focused its 2023 product roadmap around AI and appears set to enhance its generative AI offerings, with plans to integrate text-to-video tools that allow users to post entirely AI-generated video clips and expand its AI chatbot experiment. This move, coupled with the parent company ByteDance testing a chatbot in China , could position TikTok ahead of competitors, offering a valuable addition focused on trends, content discovery, and product exploration within the app.
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4. Gen Alpha plants their flag on TikTok
Gen Alpha (those born after 2010), made a notable impact online this year with surreal memes and baffling slang, sparking reactions from older generations who felt out of touch. Memes like "Skibidi Toilet " and slang terms like "Fanum tax " went viral on TikTok, leading some Gen Zers to express concerns about aging and being replaced by Gen Alpha, while older users both ridiculed and reminisced about their own childhood memes in response to the evolving online trends.
5. More Americans are getting their news from TikTok than ever before
In November 2023, a Pew Research article highlighted the growing trend of Americans turning to TikTok as a source of news, in contrast to the declining reliance on traditional social media platforms for news consumption. The report indicates that TikTok's unique format and user engagement contributed to its emergence as a platform for news consumption among a significant portion of the American population in 2023.?
Smarty’s Take??: TikTok made major waves in 2023, becoming a dominant force among Gen Z and Gen Alpha, but faced challenges, including the potential for a U.S. ban, amid concerns over security and U.S.-China relations. Despite these setbacks, TikTok is doubling down on innovation, exploring generative AI, and reshaping user behavior around in-app shopping and news consumption, representing big opportunities for brands looking to market there. As such, we believe that TikTok should be a strategic focus for brands in 2024, as analysts are predicting that ad revenue will increase by 30.7% in 2024 to hit $17.2 billion.
YOUTUBE
Throughout the year, people turned to social media platforms for entertainment, information, news, recipes, inspiration, and much much more. And, ultimately, YouTube continued to stand as the most popular video platform out there and continues to sit comfortably as the second-most popular search engine. Here are some of the top stories about YouTube from 2023:
1. YouTube Premium and the war on ad-blockers
2023 saw an ongoing battle between Google-owned YouTube and ad blockers. The site implemented measures to counteract their usage and ensure uninterrupted revenue streams for content creators and the platform. These efforts involved deploying technology to detect and circumvent ad-blocker tools, emphasizing the importance of advertisements in sustaining the free-to-access model while addressing user concerns and maintaining a balance between user experience and ad monetization.
2. Updates to community guidelines and improved content recommendations
YouTube made concerted efforts in 2023 to improve content recommendations , as well as the community guidelines by which the site tries to flag and remove content to prevent minors from seeing videos that violate policies on child safety, eating disorders, hate speech, and harassment, according to a company announcement. In a climate where some social networks are losing their content moderation efforts, YouTube spent much of 2023 doing the opposite.?
3. YouTube introduces new ad formats to help marketers
YouTube made some significant improvements to their ad options for creators in 2023. The platform simplified the process by removing individual ad controls for pre-roll, post-roll, skippable, and non-skippable ads on newly uploaded videos, as well as experimenting with new display formats for Connected TV (CTV) ads . As of November, relevant ads will be fed based on YouTube's audience matching, and although this change applies to new uploads, creators will retain full control over mid-roll ad placements.?
4. YouTube Shorts continue to be a major focus
YouTube continued to put a major focus on YouTube Shorts - its short-form, vertical video feature - in 2023. Throughout the year, YouTube Shorts surpassed 50B daily views in 2023 and more and more creators are using Shorts to gain long-form subscribers on their YouTube channel, as well as take a bite out of Instagram and TikTok’s?user base.
5. The creator economy is booming, thanks - in large part - to YouTube
Creators made a fortune from social platforms in 2023, and YouTube was a major contributor. This past year, YouTube made the decision to share ad revenue on Shorts, its answer to TikTok and Instagram Reels. It was intended as a way to help creators make more cash, but that hasn’t been the case so far . Impressions and views are up, but watch time and revenue have taken a hit. Still, YouTube is considered by many to be the most reliable, creator-friendly platform, according to industry insiders.?
Smarty’s Take??: With over 51 million active YouTube creators and over 122 million daily active users, YouTube continues to be a hotspot for businesses. YouTube Shorts will continue to be an excellent way to build your presence on YouTube, and we love that YouTube continues to experiment with new ways to surface and simplify the ad placement process. In 2024, YouTube will likely continue to evolve as a multifaceted entertainment and educational platform, with a heightened focus on immersive and interactive content that is ideal for brands looking to educate their audiences, as well as inspire them.?
LinkedIn had a transformative year in 2023, thanks to its Microsoft ownership and subsequent association with OpenAI. Now, more than ever, LinkedIn is being viewed as a legitimate social marketing platform for brands. But let's look at how they got here after a very productive 2023:?
1. LinkedIn “glows up”
2023 saw a surge in popularity for LinkedIn, with users turning to the platform amid uncertainties on other social networks like X (Twitter) and the evolving focus of Facebook and Instagram on short-form video. The rise in LinkedIn engagement is attributed to the blurring lines between work and personal life in the era of remote work, leading users to share more diverse content, and challenging the platform's traditional image.
2. The rise of the LinkedIn Influencer (or “LinkedInfluencer”)
In October, Fast Company highlighted the growing trend of influencers looking at lesser-tapped social networks to grow their online presence. Enter LinkedIn. Brands, including tech companies like Intel, Zendesk, Teal, and HootSuite, are increasingly partnering with LinkedIn creators to leverage the platform's less-saturated environment. The rising interest in collaborating with LinkedIn creators is attributed to the social network's algorithm, which provides organic visibility and strong user engagement that help brands find success by focusing on content that shares knowledge and insights.
3. Shifting AI focus
LinkedIn, under Microsoft's ownership and association with OpenAI, has been a trailblazer in leveraging generative AI for features like profile summaries , job descriptions , and collaborative articles . In 2024, the platform is anticipated to further focus on backend enhancements, utilizing AI to improve content matching and discovery by incorporating more recommendations based on users' networks, experiences, and engagements.
4. Virtual events and video streams
LinkedIn spent time in 2023 grappling with the challenge of improving the discoverability of its expanding video content ecosystem and virtual events. The platform may address this by introducing dedicated event and video feeds next year by potentially integrating videos into the main timeline, and utilizing AI to showcase relevant content, presenting an opportunity to boost engagement as users increasingly turn to professional networks for real-time interaction.
5. Improved career pathway mapping
Leveraging its extensive professional database, LinkedIn spent 2023 investing in ways to offer enhanced career guidance tools, building on past attempts to assist students and professionals in mapping out their career trajectories. With the evolving landscape of AI, LinkedIn might introduce more advanced tools, including AI-driven chat prompts, allowing users to cross-match their skills and experiences with millions of others on the platform to gain insights into potential career paths and progression.
Smarty’s Take??: We’ve been giving LinkedIn more attention in the second half of 2023, as major platform updates, strong user engagement, and enhanced AI functionality have resulted in some of the best social performance metrics we saw for any of our clients in 2023. We’ll continue to prioritize LinkedIn for our marketing strategies in 2024, thanks to increased opportunities to foster professional connections, showcase expertise, and tap into a growing audience seeking reliable and professional-centric content.
In the dynamic landscape of social media platforms, Pinterest has emerged as a significant player, experiencing a surge in popularity, particularly driven by its engagement with Gen Z-ers. With a focus on e-commerce, fostering a positive community environment, and a growth strategy centered on personalized recommendations, Pinterest is becoming a key platform for advertisers. Here are some of the highlights from 2023:
1. Pinterest is having a moment
In 2023, Pinterest’s popularity surged —and that’s thanks to Gen Z-ers. They make up more than 40% of its active monthly users and are now the platform’s fastest-growing demographic, outpacing the millennials who first discovered and popularized the platform with mood boards and wedding planning pins. All of this has helped Pinterest’s popularity grow, as the platform’s monthly active users hit 482 million in the third quarter of 2023 , and revenue was up 11% year-over-year.
2. Doubling down on predicting consumer trends and insights
Pinterest opened its first pop-up store in New York City this past December, coinciding with the release of its 2024 predictions and vision . The physical store allowed customers to shop and experience their predicted trends for 2024, showcasing products related to the 23 trends identified by Pinterest, but there was a catch. Nothing in the store was for sale. People could scan QR codes on products that took them to places to buy. This was meant to highlight the platform's ambition to monetize its trend prediction capabilities and become a prominent shopping destination based on its unique blend of user data analysis and consumer behavior insights.
3. Advancing AR “Try On” features
Pinterest already offers make-up try-on tools and is experimenting with home décor products as well, using the more advanced LiDAR processes in newer mobile devices to better map scenes and spaces, and ensure proper scaling and fit, as Pinterest continues to advance its AR Try On elements, in order to further enhance its in-app experience. Expect Pinterest to continue to add more AR options, including clothing try-on tools that are more accurate to real-world fit, in 2024.
4. Pinterest is a place for positivity
Another potential reason for Pinterest’s strong growth in 2023 is thanks to its reputation as being a more positive, helpful environment , serving as a place for exploration and creativity rather than a race for likes and views. “It’s a place of solace, instead of one of comparing and competing”, says MaryLeigh Bliss, chief content officer of YPulse, a Gen Z and millennial market research firm. “It’s a little bit stripped of all that algorithm competition,” she says. “People can use Pinterest to find inspiration for hobbies, travel, decor, and style—without having to show themselves living out all those aspirational, and often expensive, trends”. That’s also something companies, some of whom have become wary of Elon Musk’s X , are eying.
5. Pinterest continues to evolve its growth strategy
Pinterest continued to focus on personalized recommendations through AI and unique buyer intent signals to enhance engagement and opportunities in 2023. The platform's evolving growth strategy emphasizes its key value adds, improved recommendation systems fueled by user activity in save and search data, and increased investment in AI development, positioning Pinterest to become a more significant focus for advertisers in the cookie-less future.
Smarty’s Take??: While other social media platforms may seem inundated with negativity, Pinterest is a refreshing change. Its ability to target a receptive audience, coupled with creative visual marketing opportunities and a commitment to technology innovation makes Pinterest a powerful tool for driving traffic and increasing brand/product awareness; A must-have for businesses venturing into 2024.?
In closing, 2023 saw some significant innovation shifts, user backlash, and major market disruptions across the entire social media landscape.?
We now turn our attention to 2024. As social media landscapes continue to evolve, platforms are set to shape the digital landscape with innovations, strategic shifts, and increasing importance for businesses and marketers. If you’d like to learn more about how Smarty Social could help you win on social in 2024, schedule a strategy session with us!
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10 个月Thanks for this round-up and look ahead. Well done!