21 Social Media Landscape Predictions

For marketers, the start of a new year often resembles a reset. A new fiscal year means new campaigns, productions and creative. Unless you work in social media.??

The speed with which the social landscape moves continues to intensify, so there are fewer sudden shifts and more optimizations along the way. But, the one constant is change.?

With what appears to be a busy year ahead - and one big ban looming over everything - here are 21 predictions for what we can expect for the rest of the year, starting with:?

• Reddit usage spikes: Social as community-based behavior will always win out.?
• YouTube Shorts is the big winner for influencers looking for a news platform: Vertical-scrolling, algorithm-led content is on a lot of platforms. So why YouTube? They feel a little more creator-friendly and younger creators aren’t fighting for feed space with their parents. And we know as the money goes, so do the creators. Which means…?

• Long form is back: Shorts traffic gives a boon to the entire platform.?

• Instagram Reels keeps chugging along: As I say to my mother and people afraid to download TikTok, it’s a fine product. Keeping it in the family….?

• Facebook continues to try to reinvent itself: They feel ripe for a new AI-related product that isn’t the big one below.?

• AI Accounts launch with mixed feedback: Like NFTs before them, the first iteration of these will take some getting used to.?
• The TikTok ban is not going away: Look, I don’t know more than you do. But at the least, we’ll all be on the hunt for the “next TikTok” as 120M+ users in the U.S. start to experiment with the next app that will shape trends, shopping and conversation.?

• Snapchat steps up to the plate: Any TikTok ban means there will be a lot of free hours among their prime demo. Innovation to follow.?

• Return of aesthetic: The pursuit of lo-fi meant polish & vibes took a backseat. Think the pendulum starts to swing the other way, in addition to…?

• Grammar has a moment: You can only try to imitate McDonald’s on social media for so long. Speaking of…?

• Chaos Social has a quiet year: You can only try to imitate Duolingo on social media for so long.?

• Pinterest growth accelerates: Post-election consumers seeking respite from the comment sections. The secondary effect is the rise of quartz countertops among Gen Alpha.?

• Costco Guys run out of booms: Just seeing who is still reading.?

• Creator economy reaches new highs: This feels like less of a prediction and more of a certainty. I’ll do better with my next prediction.?

• Swarm makes a comeback: Now we’re talking! Social as search paves way check-in-based app to find new relevancy.?

• Clubhouse doesn’t: They had a good run.?

• A new first family of influencers emerges: The D’Amelio’s pass the crown.?

• But it is not the Paul Brothers who return to influencing: “Boxing” opportunities slow down.?

• Quibi creators get ideas: Original, short form content only on mobile…now feels ahead of its time? TikTok departure creates a marketplace void in content.?

• Video podcast pipeline slows down: You could blame the Kelces, and I wouldn’t stop you.?

• Collabs heat up: Brands continue to take a page from sneaker culture. The “Drops” keep coming.?