Social Media Marketing Trends 2023 // The Global Indie Insights

Social
2023
media
marketing
trends
THE GLOBAL INDIE INSIGHTS
Published: 11/1/2022
Analyst-in-chief: Jari Lähdevuori
Contact: jari@kurio.fi

SOCIAL MEDIA MARKETING TRENDS 2023
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2022 showed us that social media doesn’t stop. It isn’t
ready and will constantly go through changes. Nothing
lasts forever. What seemed to be set in stone, vanishes
into thin air like that IG story you posted 23 hours ago.
We’ve seen the rise of the dual-camera realness. The
launches of avatar stores. The (near) collapse of one
particular channel with a 280 character-limit and pretty
much no other limits anymore.
Change is relentless. So is the need to decipher it.
Knowing just how hard it is to give accurate forecasts,
we want to thank our amazing team of professionals
for taking up the challenge. And especially for doing
that during the busiest time of the year. Our humble
thanks to all the social media experts from all of the 25
independent agencies from all over the world.
If you, the reader, are not familiar with the previous
installments of our whitepaper, you may wonder why.
Why another report? Why the independents? Why
should I bother? Our aim has been to give a stage for
the indies to have their opinions heard. Many holding
companies and huge networks steal the limelight
when it comes to things such as forecasting the future
of the industry. We believe there should be a more
varied set of insights. And we know this is the best
bunch to offer just that.
Hopefully this report will help you make even better
decisions, posts, hires, campaigns, and above all reach
better results – with the constrained resources we all
have for the upcoming year 2023.
FOREWORD
Jari Lähdevuori
Creative Director & Partner
Kurio // The Social Media Age(ncy)
Tommi Opas
CEO & Partner
Kurio // The Social Media Age(ncy)
Julian Boulding
President
thenetworkone

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We interviewed experts from 25 of the world’s leading
independent agencies. Their insights can summarized
in the following ten points.
Executive summary
10 TRENDS FOR SOCIAL
MEDIA MARKETING 2023
1. Search is going social
2. Creator culture is flourishing
3. The return of social to social media
4. Humanizing B2B with social
5. Niche influencers will become mainstream
6. Metaverse to grow via social
7. Prolonging the success of short-form video
8. Influencer marketing big in B2B
9. Refreshing the engagement metrics
10. Predictive analytics to help goal-setting

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The insights were gathered by interviewing around
40 social media marketing experts from 25 award-
winning independent agencies. The respondents are
all part of the world’s leading independent network,
thenetworkone, hailing from countries as diverse as
China, USA, India, UK, Nigeria, Germany, Japan, Chile,
South Africa, Mexico, and Romania. The interviews were
done in December 2022.
All the respondents are using social media to help their
clients do better communications, marketing, and
eventually, business. They don’t work with any particular
social media platform or service-provider, thus their
insights come from an objective point-of-view. Coming
from not only different countries, but also different
types of agencies, their answers offer a 360 view of
social media marketing for the upcoming year.
METHODOLOGY

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As users are taking their search behavior to
social channels, it is time to think the SEO of
your content.
“Up until 2021, Google was synonymous with search
engine. But this year, we have detected the first signs
that this is changing. Many users prefer to search
directly from their social platforms. This is most evident
on TikTok and Instagram. Long past are the days when
these social platforms were solely seen as a way to
connect with friends. Today, users, especially younger
users, want to get everything from social media. Even
the restaurant where they will go out to eat is searched
for on TikTok and not on Google Maps. - - So, in 2023,
companies that already employed a traditional SEO
strategy must now have a Social SEO strategy – giving
care to every word they use in the description of their
bio, captions and even the location tags on the content
they publish.” Gaby Arriaga, Founder, Leonardo1452
“Why go to a stiff website when can you find on TikTok
the information you needed, delivered in an insightful
and personal way? At least that’s what 40% of Gen Z
thinks (Pew Research Center, 2022), since they prefer
to search on TikTok almost everything – from places to
have lunch, to career advice, news or information about
products and services. - - As we have already seen,
TikTok introduced a feature that identifies keywords
in comments and links it to specific search results, so
brands should follow this trend as quickly as possible
and respond to users’ needs through content with a
higher informational value, but which preserves the
same light and playful tone of voice of the platform.”
Oana Oprea, Head of Digital Planning, Jam Session
Agency
“Google recently found that nearly half of young people
turn to social platforms like TikTok or Instagram for
answers instead of searching. - - Less emphasis will be
placed on researching products and more on finding
inspiration, thanks to TikTok and its highly personalised
algorithm and fun content. The younger audience’s
purchase journey starts from curiosity and it’s down
to brands and marketers to guide them along a path
of inspo and ideas rather than brands and products.”
Aryana Noorbakhsh, Senior Digital Marketing Executive,
Osaka Labs
”“54% of consumers search social media for information
about the brand and its offer”, states a recent report.
This phenomenon has always been present, but
consumers apply ever more technology to find
information that is relevant.” Felipe “Peluche” León,
Digital Director, Inbrax
SEARCH IS GOING SOCIAL
Trend #1

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With the barriers to entry becoming lower
and the monetary incentives higher, there are
more creators than ever. And thus, a wider
spectrum of creativity.
“Influencer/content creator culture is becoming a trend
and I think it will only get more popular in 2023. With
a focus on authenticity and relatability. With the rise
in focus of short form video content, more people feel
being an “influencer” is more attainable, so more people
want to try and build their personal brand and establish
their presence on social media platforms. Since more
and more people are becoming more aware of how
much money can be made from the industry. This is
can be seen in the growth of UGC creators.” Jola Adeoye,
Gen Z Consultant, Adolescent Content/Youthtellers
“In today’s digital world, anyone with a smartphone
has the opportunity to be a content creator, no matter
if they do this willingly. This opens the doors for more
diverse voices, with consumers worldwide being able to
find content creators who mirror their unique, distinct
experiences. In other words: content is bound to reflect
not just one version of reality anymore. It will represent
them all.” Francesca Trevisan, Strategist, Different
“Because of the growing popularity of content creators
& how revenue has changed the game, the barrier to
entry for becoming a content creator has also become
lower. In fact, in a recent Consumer Trends report from
Hubspot, we saw that 30% of 18-24 year olds and 40% of
25 to 34 year olds consider themselves a content creator.
This influx of creators is encouraging for creativity as it
has led to an explosion of what creativity can look like in
social.” Natalie Chaney, Social Strategist, Barrett
“In 2023 it’ll continue to be about the creator over
the influencer, with the industry really starting to
mature and innovate. We’ll see more cross category
collaboration with brands and creators, think an airline
partnering with a graphic designer with a huge Twitch
community or food creators stepping into fashion
content. Creators will be a key way for brands to
unlock creativity and lateral partnerships will be more
impactful than the closed category ones. Creators are
and will continue to be a really important component
in the way brands tell stories, a creator has permission
to play with authenticity in a way brands may not be
comfortable doing themselves.” Hannah Nickels, Head
Paid & Owned Media Thinker
Trend #2
CREATOR CULTURE IS
FLOURISHING

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Gen Z is taking the whole scene to a more
spontaneous, safe and social direction. Brands
need to follow suit if they expect anyone to
follow them.
“Keeping it (Be)Real: every year, the word ‘authenticity’
is mentioned in trends round-ups, but this year we
really, truly mean it. Connection is the new currency
online, and brands that have taken risks to show a more
human side on social have seen the risk pay off. In 2022,
we saw Gen-Z protest against perfection, and we expect
content to become even more candid.” Amy Bottrill,
Social Account Director, Launch
”Gen Z feels unequivocally that content needs to be
believable and “authentic”, and should remind people
online that they are not alone. Authentic content
doesn’t sell or preach – it is the type of video or static
post your friend would make and send you to make you
laugh or cry. Especially since Covid, Gen Z is doubling
down on the “social” in social media and rejecting
the inundation of performative, polished, inaccessible
standards online we’ve seen in years past.” Team
Adolescent Content/Youthtellers
“Exhausted by a constant barrage of ads, cancel culture,
half baked, spur of the moment platform changes and
cognizant of the lack of privacy, consumers are seeking
out closed, “IYKYK” communities to supplement their
digital diets. In short, we’ll see the return of “social” to
social media. The brands that breakthrough, will do
so by engaging in a two-way dialogue, authentically
forming more intimate interactions while forging
new paths that turn consumers into community. 2023
will mark a sea change in the way we think about
social media as a whole, with the desire for authentic
interaction, human curated feeds and community at
the center of this new era.” Eli Williams, Sr. Creative
Strategist, Day One Agency
Trend #3
THE RETURN OF SOCIAL TO
SOCIAL MEDIA

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B2B companies may be the biggest winners
on social in 2023, as they have the most to
shake up. Bring some B2C and H2H into the
equation and you show a totally new side of
your brand.
“B2B strategies are moving from becoming awareness
and promotion driven to also offering value to
audiences. In that sense, I think two pillars will be even
stronger next year: education and entertainment.
Businesses will understand that they can build
credibility and trust by offering value to audiences,
and by showing they understand there are people
on the other side as well. This leads also to another
trend, which is a more humanised approach to content
strategies. In the end, businesses are made of people
– and people connect with people, with stories.” Maira
Genovese, Founder and President, MG Empower
“Where there is B2B, there is B2B2C. It is therefore
essential for brands to showcase their personalities.
Recently, we have witnessed the trend of brands
becoming much more playful with their marketing,
showcasing much stronger and memorable brand
personalities than ever before. - - The rise of powerful
brands personalities can be attributed to the advent
of social media platforms giving brands the outlet in
which to get their voice out there. Brands are becoming
a whole lot more humanistic and relatable on social
media and that’s paying off for those B2B businesses
who have taken note and are enjoying the benefits of
establishing deeper connections with their audience.”
Alix Le Bourgeois, Lead Strategist, JIN
“A trend I’ve begun to see in B2B marketing, and one
I’m particularly excited about, is the idea of flipping B2B
on it’s head and approaching it as you would B2C when
it comes to humanity and personalization. - - Due in
part to the rise of B2B2C, and the generational change
in B2B buyer committees, I anticipate we’ll start seeing
less hyper-targeting and more human/personalized
content as we head into 2023.” Natalie Chaney, Social
Strategist, Barrett
”The most interesting trend I see with B2B is when
businesses speak directly to me and joke around with
other businesses or even their competitors. When
businesses do that they seem more human which
makes people like them more.” Jadon Velasquez, Gen Z
Consultant, Adolescent Content/Youthtellers
Trend #4
HUMANIZING B2B WITH
SOCIAL

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Call them nano, call them micro, just make
sure you give them a call whilst planning your
next campaign. Your competitor will.
“Influencer marketing next year I believe will be rooted
in the relatable, more accessible creators. Niche
community pioneers, niche micro-influencers, niche
thought leaders – that’s where the trust lies.” Seyi
Alawode, Founder & Head of Strategy, CHL
“Rather than putting all your eggs into the “owned
media” basket, reallocating more of your marketing
budget for nano and micro influencer collaborations
will help you convert your audiences more effectively.”
Allison Lee, Social Team Co-Lead, UltraSuperNew
“Most of the time, niche and micro-influencers will
yield a significantly higher ROI than mega and macro-
influencers because they know the market better. Look
for influencers with 5,000 followers that actively engage
and interact with their followers rather than influencers
with a million followers that they ignore.” Daffi Ranandi,
Junior Insights Manager, Radarr
“In 2023, we’ll see more brands partnering with experts
from focused niches (who’s the next Francis Bourgeois?)
and tapping into new subcultures. Although polished,
glossy macro influencers will still have a place in a
holistic influencer marketing strategy, the smartest
brands will also be able to quickly identify those with
an unexpected or unconventional point of view whose
communities truly trust them. This also means tapping
into audiences who have previously been neglected
in the influencer ecosystem: over-65s are on social
media too! And they’re influencing their peers who
have real purchasing power. - - As the creator pool
diversifies, brand marketers will have to increase their
social listening capabilities and be even more reactive
to keep up with their competition. As both brands and
influencers shift towards longer term partnerships,
it will be more essential than ever to quickly identify
valuable brand advocates for authentic collaborations.”
Amy Bottrill, Social Account Director, Launch
Trend #5
NICHE INFLUENCERS WILL
BECOME MAINSTREAM

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If 2022 saw the rise and fall in the interest
towards the Metaverse, now we’ll see it
coming to life. Slowly. Via social.
“After nearly three years of intermittent lockdowns,
NFTs allow brands to connect with Chinese consumers
in the digital realm, surpassing any lockdown-related
restrictions that may prevent their target audience from
experiencing their products offline. For example, in June
2022, Chinese social media platform RED launched
R-SPACE; dedicated to virtual fashion where users can
buy, sell and try on NFT clothing. Through this channel,
and others, brands can sell virtual versions of their most
popular products. Embracing NFTs will not only show
brands’ commitment to innovation and creativity, it will
also expand their target market - reaching consumers
who may not be able to afford their offline products. We
predict that the intersection of NFTs and social media
will only become more closely interrelated in 2023.”
James Hebbert, Managing Director, Hylink UK
”With Meta set to launch its AR-enabled glasses, we
can expect the company to start pushing more AR tools
on Facebook and Instagram to get its best creators
creating for the metaverse. But even though many
marketers are looking to ride the next wave of tech
innovation, they’re also wary of how it might play out
compared to all the hype. (Think: NFTs.)” Laura Marzec,
Content Strategy at Imagination, part of The Mx Group
“One thing that may push the metaverse further is the
livestream integration of virtual characters. Yet, it would
require faster processors and bandwidth to reach a
level of 3D live rendering that would match the quality
of cinematic or video game realism. So far, there are
technical limitations. Nonetheless, we have already
experienced with virtual cartoon integration mixed with
real people during livestream. Cartoon characters do not
require a high level of computing for rendering, and the
experience is flawless.”
Alexandre Ouairy, Founder and Director, PLTFRM
Trend #6
METAVERSE WILL GROW VIA
SOCIAL

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Like it or not, our attention spans keep on
diminishing. Brands need to master the art of
snackable video in order to get their message
through.
“Short form videos will be the king format in 2023. The
short videos popularized by TikTok have led to other
platforms such as Instagram with its Reels or YouTube
with its Shorts to give prominence to this format and
promote it through the algorithm. - - Brands must
capture the attention of users through impactful, clear
and concise audiovisual content that hooks during the
first seconds. We must focus on producing videos in
vertical format that go straight to the point and with
subtitles, since many users will view them without
sound, they will be essential within the brand´s content
strategy.” Alex Casanovas, Digital Director, Atrevia
“The trend that doesn’t seem to be losing steam any
time soon is short-form video… Regardless of what
platform you’re on these days, users can’t seem to
consume enough video content. - - And with the
increasing number of ways that short-form video
can be promoted across social, there’s no shortage of
opportunity to flex your creative muscles in showcasing
your brand.” Megan Encarnacion, Associate Director
Social Media, Abelson Taylor
“While TikTok’s astronomic boom is nothing new, its
influence on the way other social media platforms
operate will continue. - - The video momentum has
only increased as major social media platforms like
Facebook, Twitter and LinkedIn improve their video
capabilities to catch up with the growing popularity
and new trends.” Rajesh Mehta, Chief Strategy Officer &
Dhruv Gaur, Digital Planning Lead, Medulla
“Social e-commerce is all about short videos and
livestream. Daily short videos are required to keep the
audience interested and drag traffic to the livestream.
The challenge is to find the fine line between good
branding and good sales conversion. The social
e-commerce experience requires a very personal touch
to communication; think how a waiter at a chain store
may represent the brand yet be an individual with a
unique personality. On the other hand, the requirement
for brand engagement needs to go beyond the sales
speech approach. There is a need for storytelling, which
once again needs clever and economical answers –
imagine doing a TVC every other day.” Alexandre Ouairy,
Founder and Director, PLTFRM
Trend #7
PROLONGING THE SUCCESS
OF SHORT FORM VIDEO

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Now that every B2C brief includes influencers
(or creators, ofc), it is time B2B really started
embracing them. 2023 will see a rise in both
internal and external influencers in business-
to-business context.
“More and more, marketers are partnering with industry
experts and analysts, internal executives and niche
experts to bolster organisational trust and credibility.
And, it’s working. 86% of B2B brands attributed
improved brand performance to influencer marketing.
72% reported improved brand reputation, while 56%
said influencer marketing helped to generate new leads.
What’s more, 33% said influencers were a direct revenue
generator.” Olivia Hussey, Junior Planner, The Hallway
“BYOI – build your own influencer. Social media is
communication from person to person. The thing about
B2B influencers is that they are usually tied to one
company and therefore can only be used to a limited
extent by other organizations. The idea of training one’s
own employee as an influencer is therefore becoming
more and more exciting. Most companies already
have a brand advocacy program, which is often still
in its infancy, but has great potential for expansion.
Here’s where we could think further: if companies
properly identify who is a charming and diverse digital
communicator and the organization’s storyteller, the
reach of that brand advocate can easily be amplified. In
this way, corporate messages are conveyed much louder
and more authentically to the outside world.” Timotée
Louise Gbaguidi, Digital Communications Director
“B2B senior buyers have stated that they use social
media in their supplier selection process. Considering
this, in 2023 we will likely see more companies expand
their content across different platforms. - - This will be
especially noticeable on platforms with short-form and
vertical formats. The challenge will be for them to ditch
the stiff tone and dare to experiment with a fresher tone
that thrives on platforms like TikTok or YouTube Shorts.
One avenue to achieve this, which has been successful
in several regions including Latin America, is through
content creators who share the day-to-day lives of those
who work in the company.” Gaby Arriaga, Founder,
Leonardo1452
Trend #8
INFLUENCER MARKETING
BIG IN B2B

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Likes are out. Conversations are in. New
channels and new ways of using social have
changed us – and this should affect how
brands measure themselves.
“Gen Z is redefining what engagement actually means.
Likes and views are out, and comments, saves, and
shares are in. Beyond this, we see Gen Z as looking for
ways to actually interact within content – to mash-
up, through virtual experiences that go beyond just
commenting and sharing content. - - Gen Z don’t care
about likes or other easily forged statistics. They look
for meaningful comments as a sign of authenticity and
strong consumer sentiment. Gen Z are highly skeptical
of brands which have low engagement, and do not trust
brands with disabled comments.” Team Adolescent
Content/Youthtellers
“Platforms are starting to gear their features towards
time spent and utility — where measurements like
views, completion rate, multiple plays, saves etc. — are
becoming more valuable than traditional gauges of
success (likes, comments, impressions). This goes hand
in hand with the move to “recommended media,” where
the algorithm makes the final call on what deserves our
finite attention. Content that’s served (or not served)
to users is selected based on optimized engagement
based on a user’s prior viewing history.” Eli Williams, Sr.
Creative Strategist, Day One Agency
“‘Numbers’ via likes / retweets / shares aren’t that
impressive anymore. Neither is one-off / sporadic
engagement, as we’re quick to hop from one trend to
the next. These are KPIs that can easily be achieved by a
temporary ‘viral’ moment, so to me, they don’t count for
much. - - Truthfully, I personally would measure value +
impact qualitatively. That is, on how much conversation
it creates. Nigerians are not an easily impressed bunch,
so you’ve struck gold once you’re able to get them to
talk about your campaign or product without being
paid to.” Seyi Alawode, Founder & Head of Strategy, CHL
Trend #9
REFRESHING THE ENGAGE-
MENT METRICS

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Instead of asking “what happened”, we’ll ask
“what is likely to happen”. And for this, we
will need data. Loads of data.
“One important trend is the ability to implement
predictive analytics. This allows marketers to use
advanced analytics that make predictions about
future outcomes using historical data, combined
with statistical modelling, data mining and machine
learning. This will allow marketers to have a pretty solid
understanding of the potential of any campaign, the
risks, the opportunities and the outcomes.” Leigh Tayler,
Integrated Strategy Director, Joe Public
“Predictive analytics will disrupt marketing. - - It’s been
used in underwriting and credit scoring for several
years, using existing big data to predict potential future
outcomes. Predictive analytics is on the rise, with
mentions up 20% since January 2022, with significant
positive sentiment. Broadly, this AI tech is making
waves. But, we’re also starting to see the topic creating
a buzz within social media audiences i.e., those that
include phrases like PR, marketing, or comms in their
bio. - - Predictive analytics may be new in marketing,
but it’s already a valuable data analysis technique used
in a wide variety of industries.” Alix Le Bourgeois, Lead
Strategist, JIN
“Artificial intelligence will mark a turning point in
measuring social media. It will allow us to optimize and
automate the analysis of the huge amount of data we
collect daily on our social platforms and reduce the
time we spend. In addition, we will be able, through
predictive models based on artificial intelligence, to
know more precisely how our audiences are going to
behave.” Alex Casanovas, Digital Director, Atrevia
Trend #10
PREDICTIVE ANALYTICS TO
HELP GOAL-SETTING

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The interviews

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Abelson Taylor (USA)
Abelson Taylor is a healthcare and wellness marketing
agency that delivers a return on imagination. From
strategy to insights to creative to tech, we’re imaginative
in all the ways that influence market behaviors and
delivers what matters for our clients: improving health
and wellbeing while providing tangible, measurable
market results that grow your brand.
ABELSON TAYLOR
“The metaverse poses yet another
opportunity for people trying to
escape reality, and at this point
who can blame them!”
Megan Encarnacion
Associate Director Social Media
Christopher Dimmock
SVP Integrated Strategy

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What is the most interesting trend regarding
social media that marketers should be aware
of in 2023?
ME: The trend that doesn’t seem to be losing steam
any time soon is short-form video… Regardless of what
platform you’re on these days, users can’t seem to
consume enough video content. From DIY hacks and
makeup tutorials to product reviews and digestible
summaries of current events, anything that can be
explained in less than a minute or so is bound to garner
eyeballs and engagement. And with the increasing
number of ways that short-form video can be promoted
across social, there’s no shortage of opportunity to flex
your creative muscles in showcasing your brand.
CD: In healthcare, we are using these opportunities
to create entertaining but fact-based video content.
Many of our clients are using social media platforms
as a foundation for disease education and outreach,
particularly in rare disease areas where patients and
caregivers feel isolated.
Where is influencer marketing headed in
2023?
ME: Influencers will continue to be an integral part of
digital marketing strategies as we look to 2023 and
beyond. The modern-day consumer relies heavily on
the honest critique from someone they trust or look
up to prior to making a purchase or trying something
new – many will even seek out these kinds of reviews
on their own. It’s very easy for users to make snap
decisions about whether or not a brand is authentic and
aligns with their ethos – when done well, influencers
can drastically help cut through the noise and leave a
lasting impact on users.
CD: Influencers provide a unique opportunity to for
pharma marketers to create empathetic patient and
caregiver support platforms. We help bring important
voices forward to address lifestyle and caregiver issues,
humanizing not just life with a condition but also life in
general.
How should brands approach the metaverse
in 2023?
ME: The metaverse poses yet another opportunity for
people trying to escape reality, and at this point who
can blame them! Not only is it intriguing for a potential
user, but it also presents a lot of unique and exciting
opportunities for marketers. At its’ core, the metaverse
is focused on creating a shared, immersive experience
for people all over the globe – bringing them together in
a way that’s never been done before. As marketers, we
should only seek to enhance that experience by placing
user experience (UX) at the very top of the list. Any
company can create a branded ad that makes a claim
about their product/service, the key differentiator will be
seeing which companies go the extra mile to bring their
brand to life in the metaverse by creating an engaging
experience that exemplifies a user-first approach.
CD: The metaverse today is still a bit of the wild west.
As it evolves, it is essential for marketers to provide safe
trusted environments for people to interact, particularly
when it comes to their health and well-being. We have
seen significant advancements in the distribution of
care enable by new technologies. Telehealth would
seem a natural development in the metaverse, however,
how that is managed in a safe and regulated manner is
still in development.
What is the most interesting trend for social
media in B2B marketing?
ME: Employee advocacy should and will continue to
be a growing trend in 2023. Similar to how we look to
influencers to help us buy a new vacuum or try out
a new supplement, I think people also look to the
opinions of current employees when they’re on the
job hunt or when they’re considering a company’s
offering, customer service, etc. To put it plainly… People
have a much higher propensity to trust other people
versus trusting the company itself. It holds a lot of
weight when someone we know has a positive (or even
negative!) experience, and that can strongly influence

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how we make decisions. With a stronger focus and
investment in employee advocacy, companies are
likely to increase overall brand awareness and establish
stronger partnerships by way of letting employees be
the brand voice.
CD: Like all B2B audiences, Healthcare Professionals
are busy on social platforms, particularly in professional
communities. Our clients have increased their social
media presence and leverage these platforms to reach
HCPs with relevant content and engagement.
What is the most important trend regarding
the measuring and metrics of social media
marketing in 2023?
ME: Social media continues to gain traction as an
integral part of digital marketing strategies and should
consistently be recognized as another touchpoint in the
consumer journey. Long gone are the days when social
media focused solely on engagement-only metrics
such as Likes, Shares and Comments – social platforms
offer a wide array of metrics that can be analyzed in
parallel with other digital marketing channels like
display, paid search, or email. And now more than ever,
social media metrics must be brought into the fold in
order to accurately show the “whole story”. Across many
verticals, social has proven the ability to drive efficient
conversions and qualified leads – you’re doing yourself
a disservice if you’re only looking to social as a top-of-
funnel awareness driver.
CD: When we look across our clients marketing
ecosystems, social media metrics and social listening
provides insight into the real conversations and
relationships our audience have with brands, with
their competitors and with each other. This context is
essential for the development of personal content and
communication optimization with our customers. Social
media provides us with both barriers and opportunities
to expedite the consumer journey.

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ADOLESCENT CONTENT
Adolescent Content (USA)
At Adolescent Content, we believe that no one knows
Gen Z better than Gen Z knows themselves. During
our end of year social audit, we engaged 70 Gen Z
consultants globally to weigh in on what is in, and what
is out for 2023.
YouthTellers is Adolescent’s research division and is
comprised of over 50,000 Gen Z respondents globally;
we do quan and qual studies, trend & insights reports,
ethnographic videos and so much more. Want to know
about any subject related to GenZ - let us know.
“The most interesting trend I see
with B2B is when businesses speak
directly to me and joke around
with other businesses or even their
competitors.”
Ramaa Mosley
CEO Adolescent Content/Youthtellers
Serenity Griffin
Community Manager
Youthteller Consultants:
Michelle Castillo
Jola Adeoye
Sophie Wieters
Rea Sweets
Nathalie Alvarez
Jacob Thompson
Jadon Velasquez
Maya Minhas
Khrystina Warnstadt

20
of in 2023?
Gen Z feels unequivocally that content needs to be
believable and “authentic”, and should remind people
online that they are not alone. Authentic content
doesn’t sell or preach – it is the type of video or static
post your friend would make and send you to make you
laugh or cry. Especially since Covid, Gen Z is doubling
down on the “social” in social media and rejecting
the inundation of performative, polished, inaccessible
standards online we’ve seen in years past.
“The way we define influencers is rapidly changing.
Influencers have become internet status symbols
rather than representing the everyday person. Some
may still want to see influencer’s lavish lifestyles or
know what they endorse, but others would rather
watch someone they can relate to on a personal,
cultural, and financial level.” Michelle Castillo, Gen Z
Consultant
”Influencer/content creator culture is becoming a
trend and I think it will only get more popular in
2023. With a focus on authenticity and relatability.
With the rise in focus of short form video content,
more people feel being an “influencer” is more
attainable, so more people want to try and build
their personal brand and establish their presence
on social media platforms. Since more and more
people are becoming more aware of how much
money can be made from the industry. This is can
be seen in the growth of UGC creators.” Jola Adeoye,
Gen Z Consultant
In crafting campaigns, Adolescent Content encourages
our clients to move away from traditional influencers
and towards “people of influence” aka nano influencers
who can humanize a brand, product or services. This
allows brands to tap into online conversations in an
authentic, engaging, and down-to-earth way that an
average mid-level marketer just won’t be able to.
2023?
There is an interesting paradigm when it comes to
macro- and micro-influencers online. Big brands
desperately need to make themselves more human and
personable online. Nano and micro influencers are the
best we to create an intimate connection with viewers.
Utilizing these influencers is going to be the most
important factor for successful campaigns in 2023.
Though on the contrary, small, totally unknown brands
are more likely to feel major results by tapping into
macro-influencers or celebrities which will create fast
and quick reach. At Adolescent, we’re believers in
asymmetric pairings – big brands need to be trusted
and can create a connection with their audience
by utilizing nano influencers. While macro and
major influencers can best wield their influence by
collaborating with small and medium businesses they
truly believe in.
“The first thing that comes to mind is micro-
influencers and authenticity. The only influencers I
follow and actually trust are smaller influencers with
specific niches I enjoy who can seamlessly integrate
influencing into their actual lives. They tend to only
work with brands who they truly believe in, enjoy,
have used in the past without a deal, who they think
will actually be interesting to their followers and
their shared interests. I think reaching out to smaller
influencers as a brand would actually yield a big
result because of the relevancy and reliability factor.
Using this mindset further, being authentic as a
brand itself is important – it shouldn’t be considered
just a trend, because what’s authentic about that?
– but using that factor of seamlessness should be
considered by brands in their ads as well. No more
cringey ads trying so hard, but actual authenticity.
It gets so annoying and sickening to see the same
brands shoved in your face by so many larger
influencers who obviously don’t actually use the
product. I don’t follow anyone like that and never
will. What is refreshing is when you see a brand
relevant to the smaller influencer’s interests actually

21
used and liked by them, and likely their followers.”
Sophie Wieters, Gen Z Consultant
in 2023?
Across all age ranges of Gen Z, consumers are still
unsure or confused about what the metaverse is,
where it is, how to find it and how to access it. Once the
consumer understands the metaverse their response
was one of disappointed. We are not yet in the world
of “Ready Player One”. Sure some stars, creators and
brands are playing in the NFT game and that could be
interesting but currently because there’s no agreed
upon central “Metaverse” the majority of Gen Z is tuning
out web3 or sees it as an extension of the world of
gaming without the innovation of gaming.
In order to succeed in the metaverse, Adolescent
Content believes that brands will have to get to the
future quickly. Consumers expect a lot from the
metaverse and find the current iterations laughable.
The key isn’t to silo Web3 off from a brand’s other social
media or influencer campaigns, but to let content and
customer journey flow back and forth.
General trends around trust and authenticity definitely
extend into the metaverse, but consumers are
generally tolerant of risk taking as they begin to better
understand how the metaverse might fit into our
lives. The recent FTX scandal has also highlights for Gen
Z how unstable the world of crypto and therefor the
metaverse is. This opens up the question of whether or
not companies belong in the metaverse at all while it’s
still in its nascent form. Jumping into Sandbox feels akin
to a toddler’s video game.
Gen Z is Unimpressed
“Gen Z is pretty disenchanted with the ‘metaverse’.
Honestly I believe that gaming offers most of what
the ‘metaverse’ proclaims to offer. See Second
Life, Habbo, Roblox, etc. The metaverse existed in
gaming before it became this huge buzzword that
got a bunch of investments. A lot of the ‘metaverse’
projects are so ugly and don’t understand anything
about building a true virtual universe”. Rea Sweets,
Gen Z Consultant
Ethnically Dubious?
“Investing in the metaverse can invite an unhealthy
culture of sales in a place of escape. Fiscally, it’s wise
to invest in advertising in the metaverse, but the
ethical complications do not justifying the ends.
Consider the rise of celebrity culture branding
themselves on the metaverse with NFTs. The
backlash pertaining to stealing the artistic vision of
original creators to enrich a culture that truly has
no reason to be there is the best part of the right
of Artists creating NFTs”. Nathalie Alvarez, Gen Z
Consultant
Cringe and Scammy?
“I think brands should completely stay away from
the metaverse until it becomes more mainstream
many years down the line. Companies that have
made NFTs, crypto, or metaverse experiences have
been seen as cringe and scammy. The metaverse
is still in its infancy and needs to be built before
advertisers enter it.” Jacob Thompson, Gen Z
Consultant
While brands primarily use social media to speak to
customers, one of the most comical and engaging
trends we’ve seen is brands using public-facing B2B
communications on social media to throw shade at
their competitors on social media. As we mentioned
before, big brands do best when they humanize
themselves on social media. Playing out friendly
rivalries, or clapping back at competitors on social
media has been a great way to reinvent B2B, and keep
customers engaging with content.
”The most interesting trend I see with B2B is when
businesses speak directly to me and joke around

22
with other businesses or even their competitors.
When businesses do that they seem more human
which makes people like them more.” Jadon
Velasquez, Gen Z Consultant
In a world that lives and breathes on social, the biggest
trends that we’ve seen for B2B marketing have been:
1. An increase in articulation of brand values and
specifically speaking loudly about DEI and valued
centered efforts.
2. The use of video content (true for B2C obviously)
from brand collateral videos to short form videos.
3. Personalization of brand messaging across all
areas of B2B marketing.
4. Increase in email marketing - have you been
getting as many lead generator emails and SEO
emails as we have? Literally 20 emails a day and this
is true across all sectors. Emails are back but so is
the spam button. Which goes to our point #3. If the
message being sent out via email is general and not
personal it will not be read. The key trend for B2C
marketing is to personalize all messages – know
your customer and their energy level, vibe, interests.
marketing in 2023?
Gen Z is redefining what engagement actually means.
Likes and views are out, and comments, saves, and
shares are in. Beyond this, we see Gen Z as looking
for ways to actually interact within content–to mash-
up, through virtual experiences that go beyond just
commenting and sharing content. Adolescent Content
is working on a number of projects for 2023 that break
the fourth wall, and invite consumers to be take part in
virtual brand experience in completely new ways.
Because Gen Z consumes content at such a high rate,
the expectation and meaning of engagement are
changing. Gen Z don’t care about likes or other easily
forged statistics. They look for meaningful comments as
a sign of authenticity and strong consumer sentiment.
Gen Z are highly skeptical of brands which have low
engagement, and do not trust brands with disabled
comments.
”Following suit of how our culture is evolving
to prioritize authenticity and substance over
traditional images of wealth and pop-culture, we
are also becoming more well-versed as a society
in the significance of digital metrics. The numbers
that previously engaged and amazed both
consumers and brands are no longer as impressive.
In today’s world creators are less focused on
reach and views and instead digging deeper
into engagement – qualitative data, and how to
best build sustainability and consistency. We are
increasingly seeing folks step away from seeking
a phenomena like the ASL Ice Bucket Challenge
and moving more towards investing in audience
research, building a strong brand identity, and
creating a unique and successful narrative that
resonates with target audiences.” Maya Minhas, Gen
Z Consultant
”Likes feel obsolete. Meaningful comments are
great and they boost engagement. Shares are an
important metric. I would say saves are a newer
trend, especially on TikTok. I’d also be interested in
looking at time spent on each post – did the user
read/watch the whole thing? Did they rewatch?
Especially with educational or direct sales content
this is going to be critical. To me, I think the most
impactful metrics are the time spent per post,
saves, and shares/re-shares.” Khrystina Warnstadt,
Gen Z Consultant
Brands should also keep in mind that engagement is
not always a good thing. Most Gen Z report that they
will keep following unless something really goes wrong.
The strongest negative sentiment: hitting the unfollow
button.

23
ATREVIA
Atrevia (ES)
We are a global Positioning and Strategic
Communication company, the biggest in Iberia
and with presence in Latin America. Our offices are
composed of 15 countries, and our network of partners
allows us to gain a global coverage for our customers.
With more than 500 professionals, 30 nationality
and multidisciplinary profiles, we are able to provide
integrated solutions in over 20 areas of expertise.
These include: Marketing and Communications, Digital
Marketing, Corporate Affairs, Public Affairs, Culture and
People Engagement, and Data Analytics.
”B2B will more clearly integrate
influencer marketing into its
marketing strategy, seeking
greater visibility and credibility.”
Alex Casanovas
Digital Director

24
of in 2023?
Two interrelated trends, micro contents and short
videos.
Short Form Videos will be the king format in 2023. The
short videos popularized by TikTok have led to other
platforms such as Instagram with its Reels or YouTube
with its Shorts to give prominence to this format and
promote it through the algorithm.
Brands must capture the attention of users through
impactful, clear and concise audiovisual content that
hooks during the first seconds. We must focus on
producing videos in vertical format that go straight to
the point and with subtitles, since many users will view
them without sound, they will be essential within the
brand´s content strategy.
This does not mean that long-form videos will
disappear, but we must plan long and short editions
for publication depending on the different platforms.
In addition, the user will prioritize content with little
editing that values the transparency and authenticity of
the brand.
2023?
Influencer Marketing will continue in an ascending
line, but both influencers and brands will select more
carefully the collaborations that they will accept.
Massive actions will be progressively set aside, to give
priority to long-term collaborations that allow for more
consistency of the brand’s marketing strategy.
It is no longer just about recommending products or
brands, but also about sharing common values that
offer consistency and credibility. In line with inclusive
marketing, brands will look for those influencers who
share their values, and who allow them to reinforce their
internal and external actions in terms of inclusiveness.
in 2023?
It is too early to say where we are going with the
metaverse, but it is clear that it has been a trend in
2022 and it will continue to be so for the next few years
since it is essentially in full swing. It is the Internet
evolutionary leap and huge amounts of money are
being invested in it. The metaverse is in its initial phase,
therefore 2023 will focus on consolidating its bases, both
from a technological and regulatory perspective, which
will allow to promote its development and define the
future uses and experiences it will offer. Nevertheless,
the metaverse will likely be much less talked about
in 2023 due to the post-pandemic explosion of the
physical versus the virtual.
B2B will more clearly integrate influencer marketing
into its marketing strategy, seeking greater visibility
and credibility. B2B companies are beginning to give
value to specific industry experts who can allow them
to get qualitative leads directly or indirectly. Influencer
marketing actions in B2B will seek long-term brand-
ambassador-type relationships that allow them to
gain credibility. The key will be, as always in influencer
marketing, an adequate selection of the best micro-
influencers. Experts related to the products and sectors
of the brand, that generate content in order to help
their audience and align with the brand’s marketing
strategy.
marketing in 2023?
Artificial intelligence will mark a turning point in
measuring social media. It will allow us to optimize and
automate the analysis of the huge amount of data we
collect daily on our social platforms and reduce the

25
time we spend. In addition, we will be able, through
predictive models based on artificial intelligence, to
know more precisely how our audiences are going to
behave.
Regarding KPIs, the ROAS will gain more and more
importance in the metrics and measures of the results
in social media. Investing in Social Paid has become
essential in social media if we want to achieve an
adequate reach for our content, therefore measuring
the return on investment becomes essential. The ROAS
allows to identify those optimizations to be carried out
and to evaluate the effectiveness of the advertising
campaign.

26
BARRETT
Barrett (USA)
Barrett, headquartered in San Francisco is a full-service
creative marketing agency that develops unstoppable
ideas that are effective, memorable and enduring. A
two-time AdAge Small Agency of the Year winner —
the agency had a busy 2022. A few highlights include
making a Super Bowl spot, using social media to
launch a new WarCraft game, launching a new sports
betting book in Brazil, handling the brand work for
Chime, designing and launching eBay Refurbished, and
winning the opportunity to work with Yahoo!
”The most wonderful thing about
the metaverse is that it’s the
furthest thing from one-size-fits-all
– the opportunity for exploration is
endless.”
Natalie Chaney
Social Strategist

27
of in 2023?
Realness is high-key, key.
When it comes to channels, TikTok is a big focus for
Barrett. It’s no secret that TikTok has been rapidly
growing over the past couple of years, and as the fastest
growing social platform ever, the TikTok train won’t be
stopping anytime soon.
As we head into 2023, TikTok is going from a nice-
to-have to a need-to-have for brands looking to stay
relevant on Social Media – but many have struggled
to find their place on the platform. Why? Because on
TikTok, the rules are different. Brands have permission
to be more playful, to be more surprising, but the
community is also looking for brands to stay true to
themselves while doing this.
This is a hard balance to strike, particularly for those
within luxury spaces. People want brands to show that
they are multidimensional, human and have more
than one perfected, produced side. Similar to Twitter’s
“silence brand” era, users aren’t looking for brands to
post content that feels too forced. It’s critical for brands
to be thinking through how they can remain true to
themselves as they connect & show up on TikTok, while
also remaining true to both the consumers they’re
connecting with and the platform itself.
Gucci did a great job of striking the balance between
their premium aspirational tone and the native style
of TikTok by working with content creators in a recent
push for their #GucciMarquee glasses.
2023?
The rise of the creator economy has been a trend
we’ve all followed for the past couple of years –
particularly because of its resiliency during times of
uncertainty. With the growth remaining so consistent,
the main trends we’ve seen are the types of influencers
& creators that are breaking through are:
Creators first, brand second
While content creators are a shortcut to authentic
content, they’ve absolutely changed the rules of
the game. Instead of giving influencers a perfectly
crafted brand book with guidelines and a brief,
brands now have to hand over trust to content
creators and ensure that there are aligned values
so they can represent the brand in their own way.
While this does land them with better content in
the end, it’s caused a shift in the power balance, as
too much direction can quickly feel like constraints.
The more niche the better
One trend we’ve seen overall on social is a focus on
niche audiences – this is largely due to the rise in
TikTok as well. Due to the nature of the algorithm,
organic content from creators with lower follower
bases not only has the ability to thrive, but it’s also
likely to resonate more with those watching it.
Consumers view nano- and micro-influencers as
more relatable, and easier to connect with, which
makes them more likely to trust them.
There’s an influencer for everyone
Because of the growing popularity of content
creators & how revenue has changed the game, the
barrier to entry for becoming a content creator has
also become lower. In fact, in a recent Consumer
Trends report from Hubspot, we saw that 30% of 18-
24 year olds and 40% of 25 to 34 year olds consider
themselves a content creator. This influx of creators
is encouraging for creativity as it has led to an
explosion of what creativity can look like in social.

28
in 2023?
For many brands, the metaverse can be intimidating –
in part due to a lack of understanding. But, my advice?
Throw caution to the wind. The time to experiment
is now – because honestly, most people don’t fully
understand it yet. The metaverse provides a unique
opportunity for discovery and exploration in a test and
learn environment.
To me one of the most interesting spaces within
the metaverse is gaming. Video games aren’t just
something you play anymore – they’ve evolved into
spaces you can hang out in. I personally spend 10+ hours
playing video games a week, and with 67% of Americans
over 18 playing them, it can be a great place for brands
to start with an audience that’s growing faster than ever
and beyond open for brand collaborations.
A few ways brands have shown up within existing video
games:
• Events (Travis Scott x Fortnite)
• Limited Skins (Balenciaga x Fortnite)
• Virtual environments (Invisaslign x Roblox, Westelm
x Roblox)
Or, brands can go one step further with the creation of
their own game:
• Louis the Game (Louis Vuitton)
But, like I said in the beginning, the most wonderful
thing about the metaverse is that it’s the furthest thing
from one-size-fits-all – the opportunity for exploration is
endless.
One of the areas where B2B marketing can struggle the
most is the human factor. B2B is inherently different
than B2C, which can make it difficult for a brand’s tone
& voice to shine through online the way it does in B2C
marketing due to the conversational nature of social.
Because of this, the B2B space can also become a bit of
sea-of-sameness. It can get stale very quickly. And even
organic placements can start to feel like paid.
A trend I’ve begun to see in B2B marketing, and one I’m
particularly excited about, is the idea of flipping B2B on
it’s head and approaching it as you would B2C when it
comes to humanity and personalization.
A few examples of brands doing this well:
• HP tapped into TikTok to take on a social cause with
their #HPRadicalReuse campaign.
• taps into trending memes / cultural moments to
relate to their audience.
• Adobe utilizes user generated content to inspire
their community and showcase different use cases.
Due in part to the rise of B2B2C, and the generational
change in B2B buyer committees, I anticipate we’ll
start seeing less hyper-targeting and more human/
personalized content as we head into 2023.
marketing in 2023?
Platform algorithms are constantly shifting & evolving.
Sometimes the shifts are small, and sometimes they’re
massive. But no-matter how big the changes are, they
do trickle down to both the way users interact on the
platform and how we as brands should be measuring &
benchmarking towards those interactions.
With newer platforms gaining popularity, and even
newer ones continue to emerge, I think one of the most
important trends to keep in mind when it comes to
social media measuring & metrics is that each platform
& the user behavior on it is unique.

29
While some metrics may be primary metrics on some
platforms, on others… they really may not be important
at all simply because of how users behave there. Take
follower count for example. While this is definitely a
focus point on both Twitter and Instagram, it’s really
a secondary metric on TikTok. Because of this, it’s
imperative that we define goals & KPIs individually
per platform.

30
CHL
CHL (NGA / UK)
CHL is an insights-led consultancy based in Lagos &
London. We scale businesses across the creator, digital
& new-gen consumer economies through strategic
marketing, business development & growth products
and services.
”And no, your email list is not a
community.”
Seyi Alawode
Founder & Head of Strategy

31
of in 2023?
Speaking specifically for Nigeria, consumer culture
works hand in hand with trends. Digital, online trends.
This could look like a new viral TikTok song replicated
across other channels. Or a Twitter trending topic in
itself – most of which are influenced by offline/online
occurrences.
Social media marketers wanting to tap into the Nigerian
market must put research first, otherwise you risk a
haphazard attempt of tapping into our digi-culture
[something they won’t be afraid to ‘drag’ you for]. You
see, the Nigerian consumer market is as segmented as
the country itself, but our social languages [sarcasm,
humour, activism] could be said to somewhat unite our
differences. For a thorough understanding of trends,
digital ethnography of Nigerian social spaces [e.g.
checking out ‘Nigerian Twitter’ through the trends table,
exploring Nigerian TikTok hashtags, researching and
following the right blogs/publications on Instagram]
would give you much better insight than a Google
search would.
Be careful though, Nigeria is both an unforgiving and
distracted market. Because things are so tough in the
country, there’s little tolerance for brands that miss
the mark [especially non-Nigerian brands], and little
attention given to the brands that put in little effort to
capture it. So your goal as a social marketer should really
be to leverage daily trends the right way [by research +
‘reading the room’], and cut through the noise instead
of adding to it [by being intentional, creative, targeted
and consistent].
2023?
There’s this saying going around that ‘everybody in Naij
is an influencer these days’, which is subject to debate,
I guess. What is factual though is that there has been
a groundbreaking influx of niche content creators
this year, the most successful of which have been skit
makers. In terms of reach, awareness, hype and good
storytelling, look towards the skit makers. Skit makers
are essentially DIY entertainers, who tell relatable,
made-up stories through humour and sarcasm. They
tend to excel in this space [TikTok, Instagram and
Facebook mostly] because the only thing a Nigerian
loves more than to be entertained, is to be entertained
by a story they can relate with. This made up a good
chunk of influencer marketing this year, and luckily, the
space isn’t quite saturated just yet...
However in 2023, the theme for successful
influencer marketing will be trust. So, focusing on
the ‘entertainment’ factor to sell things could be a
risk. This is primarily because it’s election year, and
socioeconomic tension could mean anything could
be perceived as anything – there’s a larger than usual
appetite for backlash and a warmer embrace of
influencers that can be vouched for.
Influencer marketing next year I believe will be rooted
in the relatable, more accessible creators. Niche
community pioneers, niche micro-influencers, niche
thought leaders – that’s where the trust lies. As is with
everything related to the Nigerian market, thorough
research, intent and collaboration with local experts will
get you those results.
in 2023?
From my observations as a marketer, the metaverse is
simply the last thing your average Nigerian cares about.
Truthfully. It doesn’t directly affect nor benefit them, so
they technically ‘have no business with it’.
That said, there are several existing web3 focused
communities, platforms and microbusinesses emerging
from Nigeria. My advice to brands within this space
would be to focus mostly on the ones that already
do care about the metaverse. From gamified fashion
startups like ASTRA, to Metaverse Magna, a Nigerian
gaming DAO, these organisations have already crafted
their own niches and audiences interested in metaverse
culture. What I’ve noticed so far instead is brands [see

32
Meta] somewhat ignoring these existing platforms in
favour of converting the 99%. Nigeria is a large country
with large problems – mass adoption of metaverse is
damn near impossible, at least for the time being. There
is however, enough room for collaboration with Nigerian
web3 platforms / communities / etc. that have already
built strong audiences that you can leverage.
Again, thorough research and intent is crucial here.
Content marketing reigned supreme this year and will
probably do so next year too. But there’s more...
This year, I’ve seen brands get SUPER creative online
in a bid to get more clients. From viral Twitter trends to
TikTok campaigns, it’s been a great year for the content
advertising space. Two things Nigerian businesses care
about when choosing suppliers are hype [yes, really] –
i.e. who can vouch for the supplier? How many followers
do they have on Insta? What’s their content like? And
expertise: how well can they solve my problem? How
many similar problems have they solved in the past?
Having active Twitter, LinkedIn, TikTok and Instagram
channels producing content that solves the hype x
expertise [think big, but stay targeted], will usually get
you the leads you need.
However, what’s also risen in popularity this year and
will scale soon, is community building. Working with
startups this year has shown me the value, effectiveness
AND budget friendliness of building digital networks
made up of your clients. Provide an avenue whereby
they can discuss their problems with other people that
share the same problem, offering regular free resources
they can tap into for when they’re not deal-ready.
This positions you as the trusted congregator, as the
solution, as the ‘go to’, for when they are deal-ready.
Great community channels here include Telegram,
Whatsapp, Twitter, Facebook and for the more ‘new-
gen’ ones, Discord.
And no, your email list is not a community.
marketing in 2023?
Discussions next year should focus less on numbers and
more on measuring value and impact. Reason being
Nigeria has a massive populace and is a very very very
distracted, busy market. ‘Numbers’ via likes / retweets /
shares aren’t that impressive anymore. Neither is one-
off / sporadic engagement, as we’re quick to hop from
one trend to the next. These are KPIs that can easily be
achieved by a temporary ‘viral’ moment, so to me, they
don’t count for much.
Truthfully, I personally would measure value + impact
qualitatively. That is, on how much conversation it
creates. Nigerians are not an easily impressed bunch, so
you’ve struck gold once you’re able to get them to talk
about your campaign or product without being paid to.
And where is the one place you can measure this?
Twitter. That’s where most of Nigerian digital culture
is built and sustained. If it’s campaign specific, throw
in a fun hashtag that you can accurately measure, and
remember to create something worth talking about.

33
DAY ONE AGENCY
Day One Agency (USA)
Day One is a creative communications agency with the
ambition of stopping the world in its scroll with stories
that earn a place in culture.
”2023 will mark a sea change in
the way we think about social
media as a whole, with the desire
for authentic interaction, human
curated feeds and community at
the center of this new era.”
Eli Williams
Sr. Creative Strategist

34
of in 2023?
Trends and cultural movements usually emerge as a
counter, or rebuke to those that came before them, and
2023 will mark a new era of social media. If the old guard
of social was driven by a small handful of key players,
runaway algorithms and content overload, 2023 will be
defined by a growing presence of curated, closed door
spaces, as well as a breakdown of traditional hierarchies.
Exhausted by a constant barrage of ads, cancel culture,
half baked, spur of the moment platform changes and
cognizant of the lack of privacy, consumers are seeking
out closed, “IYKYK” communities to supplement their
digital diets. In short, we’ll see the return of “social” to
social media. The brands that breakthrough, will do
so by engaging in a two-way dialogue, authentically
forming more intimate interactions while forging
new paths that turn consumers into community. 2023
will mark a sea change in the way we think about
social media as a whole, with the desire for authentic
interaction, human curated feeds and community at
the center of this new era.
2023?
Platform updates and the shift to algorithmically-driven
feeds, or “recommendation media,” from friend-driven
feeds have left many creators in a state of whiplash.
In many cases, to earn an impression today is akin to
playing pin the tail on the donkey. The increasingly
unpredictable nature of platforms will lead more
influencers to seek more ownable spaces that they
can have greater control over, and it will all happen
during a time when the creator toolbox is expanding
and becoming more democratized. Influencers will look
to spaces where they create for an audience—not a
mysterious algorithm.
in 2023?
There’s no doubt that the metaverse, that sweeping
word tossed around more than Neymar at the World
Cup, will play an influential role in the years to come, but
2023 will be a correction and learning period, and smart
brands will look to activations tactfully, intentionally and
with a hybrid approach. The metaverse won’t supplant
IRL (at least not yet), but it certainly will supplement
it. Brands that break through will do so by thinking
about how virtual communities can foster and facilitate
community (and commerce) IRL. Simply popping
up is no longer enough — brands can’t think of the
metaverse as a box to check off. A headline will only
get you so far, and consumers are hungry for a more
dynamic and multidimensional experience, and a good
story ties it all together.
marketing in 2023?
Platforms are starting to gear their features towards
time spent and utility — where measurements like
views, completion rate, multiple plays, saves etc. — are
becoming more valuable than traditional gauges of
success (likes, comments, impressions). This goes hand
in hand with the move to “recommended media,” where
the algorithm makes the final call on what deserves our
finite attention. Content that’s served (or not served)
to users is selected based on optimized engagement
based on a user’s prior viewing history.
Brands are vying for consumers’ attention in a media
landscape that’s faster and more fragmented than ever.
We’ve never had more options when it comes to what
we consume, and yet we’ve never been more fickle
when it comes to what we choose. Therefore, expect
greater emphasis and value to be placed on visually
engaging storytelling that quite literally stops users in
their scrolls and coming back for more.

35
DIFFERENT
Different (IT)
Different is a communication company that drives
brands to fully express their potential, and to hit people
with significant content and messages. With a fluid
structure of talented, complete thinkers, Different
brings life to the vital energy of a brand.
”The “decline” of the Facebook
charm, which does not appeal to
Millenials and GenZ, could make us
think that Facebook doesn’t work
for B2B either. But it’s excellent.”
Francesca Trevisan
Strategist

36
of in 2023?
In today’s digital world, anyone with a smartphone has
the opportunity to be a content creator, no matter if
they do this willingly. This opens the doors for more
diverse voices, with consumers worldwide being able to
find content creators who mirror their unique, distinct
experiences. In other words: content is bound to reflect
not just one version of reality anymore. It will represent
them all. Social platforms are providing simple features,
like Reel Templates or Remix functions, so creating
good engaging content is a lot easier and users love
it! They love to recreate viral TikToks/Reels, to try new
filters, to tell their own stories, and to show their skills.
2023?
As a brand, there are people who use you and people
you use. The people you use need to represent your
brand, but still be themselves, because that’s the true
reason why they have a following. The brand must
therefore know how to carefully select talent in order
to trust the talent they choose: they need to let them
be free to create good content, not just fake ads. Why?
‘Cause ads are boring! Users who want to be entertained
also know when they are watching promotions and they
quickly skip a post when they notice the ad.
in 2023?
As it stands, the gaming world owns the metaverse
space – plenty of proto-metaverses already exist (think
Roblox, Second Life, and Horizon Worlds). Given the
similarities between the two, there’s each and every
chance gamers will be among the metaverse’s first
adopters; the interest is certainly there.
People in general, and gamers especially, are starting
to be more conscious about the metaverse (22% of
consumers interested in taking part in the metaverse
already play Minecraft), so brands must design
strategies that align with the interests of those early
adopters in order to be relevant. Being in the metaverse
for the sake of being there won’t bring any results any
longer.
Unlike what’s happening for B2C, Facebook undeniably
still has a place and relevance for B2B and 67% of
marketers deem Facebook to be the most effective
social media platform. In 2022, 74% of people leverage
the platform for professional purposes, and decision-
makers spend 74% more time on Facebook than other
users. Not having a Facebook page as a business is
detrimental to credibility. That’s interesting because
the “decline” of the Facebook charm, which does not
appeal to Millenials and GenZ, could make us think that
Facebook doesn’t work for B2B either. But it’s excellent.
marketing in 2023?
Vanity metrics create an illusion of good results
because they lack impactful data. In 2023, marketers
have to work about actionable metrics that could be
used to represent real change or progress. KPIs should
represent impact on business goals and translate into
actionable data: this makes it possible to achieve real
and tangible results.

37
ENTERFIVE
Enterfive (US / UK / NGA)
Enterfive is an insights agency. Creators of Versus Africa,
their flagship product that helps brands get complete,
competitive and actionable insights on the African
consumer market.
”We accurately predicted in 2021
that 2022 would be the year for
TikTok as a key B2B social media
marketing platform essential
for B2B success. This trend will
continue in 2023 and beyond.”
Jide Agbana
Global Product Marketing Manager

38
of in 2023?
It’s predicted that by 2030, about 50% of the world’s
population could be using Web 3.0. With this rate of
global adoption of Web 3.0, brands and businesses will
be held more accountable as consumers will expect
them to uphold data sovereignity than ever before –
because one of the critical values of Web 3.0 is that
it not only allows users to own their data but they
will be compensated for the time spent on the web,
leading to more investment by brands and businesses
in multi-sensory social media strategies that include
gamification, tokenization to create fully immersive
experiences. Naturally, this will lead to an increase in the
need for consumers to trust the social media accounts
and content they engage with. 2023 would come with
an increased demand for authenticity and virtue that
brands, businesses and social media marketers will have
to conform to. I expect social platforms to tackle more
consumer issues by leveraging real-time data, giving
power back to the user. Globally, consumers should also
expect different levels of censorship and free speech
with decentralised networks.
2023?
Identifying ideal consumer demographics and
psychographics has transcended personas, it’s about
brand communities. The economic downturn and
recession in 2022 led to many downsizing, laying
off staff and cutting operating budgets. Brands and
businesses are forced to restructure their expenses
and more often than not, the first casualty is the
marketing budget. Inadvertently, bigger businesses
and brands will adapt these developments and evolve
from consumer personas and target relevant brand
communities. This approach would rely a lot more on
insights from engagements of community members,
and less on influencer marketing as it is relatively low-
cost, and high-yield. This inadvertently creates more
opportunities for smaller brands and businesses to
leverage more influencer marketing as bigger brands
and businesses rely more on consumer insights from
brand communities.
in 2023?
With a potential market of $800bn, the Metaverse
is predicted to add $5 trillion to the global economy
by 2030, according to Forbes. With companies like
Microsoft, Amazon, Meta, NVIDIA, HSBC, JP Morgan,
Nike, Gucci, and Google all staking a claim and
building in the Metaverse, the Metaverse has become
a new marketing channel (and an appealing one too!)
because consumers are always looking for new and
more engaging ways to connect with businesses and
brands they want to do business with. The Metaverse
is arguably the most fully immersive experience ever
with a focus on consumer experience and expertly
curated, personalized content that facilitates efficient
communication. Brands can invest in the Metaverse by
leveraging Non-Fungible Tokens (NFTs) by buying NFTs.
An example is Adidas when they joined the swamp
club, purchasing ape #8774, creating NFT products for
them to wear and are now a part of the Metaverse OG’s
collection. Brands can buy Metaverse land and real
estate in Metaverse projects or launch a business line
that operates in the Metaverse.
B2B Social Media Marketing has been a bitter-sweet
cycle of evolution of popular trends turning out to be
less impactful than predicted, since 2020. However,
we accurately predicted in 2021 that 2022 would
be the year for TikTok as a key B2B social media
marketing platform essential for B2B success. This
trend will continue in 2023 and beyond providing yet
another outlet for people to connect, engage and be
marketed to, TikTok is actually impacting consumer
behaviour and the way consumers process information,

39
especially consumers that prefer video content i.e
most consumers. Interestingly, Google revealed that
over 40% of GenZ users now search and prefer finding
information on TikTok and Instagram over Google
globally in 2022. B2B brands must invest in and leverage
user-generated content (UGC) while doubling down on
social media content and presence to influence buyer
decisions. Consumers on social media are more likely to
search for UGC before company websites to learn about
businesses, brands, products or services leveraging
reviews from the consumer perspective.
marketing in 2023?
With an increasing number of brands & businesses
moving further away from consumer personas to
targeting broader brand communities, demographic-
based targeting is proving to be implausible in
measuring Purchase Intent. Brands and businesses
must measure Purchase Intent because it helps the
sales teams focus lead conversion strategies on healthy
leads based on their intent to purchase. With brand
communities, brands can generate even more leads but
gauge purchase intent by leveraging insights from “lift
surveys” to measure respondents’ sentiments toward
buying a product or service. Targeting consumers based
on psychographics, behaviour, affinity or intent provides
a more accurate depiction of the audience for social
media marketers because targeted marketing based
on intent allows for more relevant and personalized
messaging curated to individuals.

40
THE HALLWAY
The Hallway (AUS)
The Hallway is a full-service advertising agency. We use
data to uncover what makes people tick. Then we affect
how they feel, think and behave by creating experiences
that touch their hearts, spark their minds & inspire
action.
”Consumers are fake-tigued.
They’ve grown tired of curated,
polished photo grids, and filters,
and are chafing against the
pressure to be perfect and
performative.”
Olivia Hussey
Junior Planner

41
of in 2023?
The revival of creation culture. The playful
expressiveness of Web 1.0 is enjoying something of a
renaissance. People are dusting off their old Tumblr
accounts, and turning to platforms which welcome
a broader range of expression and creativity – like
Mastodon, Bobdrop and Letterboxd. Gone are the days
of passively receiving algorithmic recommendations.
People are using social media, actively, as a self-
development tool. For identity expression, exploration
and experimentation. This trend is spearheaded by
Zoomers – a generation known for their complete
and unwavering authenticity, and unabashed self-
expression. To them, identity is not fixed or permanent,
rather, it’s an amorphous, ever-evolving thing. And they
expect brands to see theirs in the same light. 85% would
like to see brands take unexpected creative turns, and
continue to evolve their identities.
2023?
Toward greater intimacy. Consumers are fake-tigued.
They’ve grown tired of curated, polished photo grids,
and filters, and are chafing against the pressure to be
perfect and performative. They’re looking for absolute
honesty. They want the truth, the whole truth, and
nothing but it. Authenticity, based in digital intimacy,
is fastly becoming the main currency in the influencer
ecosystem. 90% of consumers cite authenticity as a key
consideration when deciding which brands (personal
or otherwise) to like and support. This makes perfect
sense – digital intimacy fosters a sense of familiarity and
mutual trust, and strengthens community connections.
Nick Cave’s one-to-one online correspondence, The Red
Hand Files, and Spanian’s Unfiltered Hood Life podcast
are excellent examples of this – even if they bristle at the
term, ‘influencer’, themselves!
in 2023?
With care. As we edge closer to an ‘internet of
senses’, brands need to think long and hard about
their metaverse use case – namely, how they want
their audience to interact with them, physically and
digitally – and how AR, VR and ER can be best used
to enrich their existing offerings. This prevents tech
for tech’s sake. When properly harnessed, interactive
technology can do great things, and deliver great value.
The Unfiltered History Tour, the AR guerilla tour of the
British Museum’s stolen artefacts, and Dimensions
of Testimony, a collection of 3D interactive genocide
survivor testimonies, are prime examples of this.
The rise of trusted influence. More and more,
marketers are partnering with industry experts and
analysts, internal executives and niche experts to
bolster organisational trust and credibility. And, it’s
working. 86% of B2B brands attributed improved brand
performance to influencer marketing. 72% reported
improved brand reputation, while 56% said influencer
marketing helped to generate new leads. What’s more,
33% said influencers were a direct revenue generator.
There’s no denying it’s a lucrative market! Looking
into the 2023 crystal ball, I suspect that the use of
professionally credentialed influencers will pick up pace,
and evolve into a common B2B marketing tactic. But,
only time will tell.
marketing in 2023?
Dark social. The silent killer of social tracking. Dun, Dun
Duuun! Public conversations are disappearing, with
84% of content now being shared on private channels
like email, text or instant messaging applications and
discord servers. This upsurge in private sharing poses a
challenge for effectiveness measures – as lots of users,
traffic and conversions go unaccounted for. That said,
‘the dark’ isn’t something to be afraid of. It is something

42
to embrace. Adidas did. Their ‘Tango Squad’ group
on WhatsApp and Facebook Messenger increased
customer engagement and led, ultimately, to greater
brand experience.

43
Hylink (CN / UK)
Hylink is the first natively Chinese digital agency to
move West and establish in the UK. Voted the most
effective advertising agency in the Asia Pacific region
with the prestigious Effie Award, Hylink is China’s
largest, independent full-service digital agency. Our
mission is simple: to creatively bridge the cultural gap in
digital marketing between China and the UK.
”In China, we see B2B brands
paving the way for new trends that
are eventually adapted by the B2C
industry.”
James Hebbert
Managing Director
HYLINK

44
of in 2023?
After nearly three years of intermittent lockdowns,
NFTs allow brands to connect with Chinese consumers
in the digital realm, surpassing any lockdown-related
restrictions that may prevent their target audience from
experiencing their products offline. For example, in June
2022, Chinese social media platform RED launched
R-SPACE; dedicated to virtual fashion where users can
buy, sell and try on NFT clothing. Through this channel,
and others, brands can sell virtual versions of their most
popular products. Embracing NFTs will not only show
brands’ commitment to innovation and creativity, it will
also expand their target market - reaching consumers
who may not be able to afford their offline products. We
predict that the intersection of NFTs and social media
will only become more closely interrelated in 2023.
2023?
In China in 2023 we’ll likely see influencer marketing
move towards virtual influencers. Brands in China are
increasingly partnering with virtual influencers both for
their complete control over the influencer’s personality
and narrative – meaning no scandals – and to appeal to
digitally-savvy Gen Z, China’s most powerful consumer
group. The possibilities are endless when it comes to
creative output: virtual influencers can appear in the
metaverse and within the gaming world, two areas of
particular interest for Gen Z consumers. To illustrate
this point, at Singles’ Day 2022, the world’s largest
e-commerce event, there were only virtual influencers
as live stream hosts for the first time.
in 2023?
Brands should embrace the metaverse in 2023, albeit
with caution, enabling them to show off their dedication
to sustainability and creativity. Since the metaverse has
minimal environmental impact and carbon footprint,
any related activity will resonate with increasingly
environmentally-conscious consumers. From a creative
standpoint, there is no limit to design, shape or material
within the metaverse, allowing brands to stand out
to show off their innovation. In terms of areas to take
caution, brands need to be aware of a few points. First
of all, there is a lack of interoperability; NFTs and virtual
fashion outfits are not always transferable from one
metaverse to another. Second, NFT expertise is not yet
widely available and brands usually need to establish
partnerships with technology companies in order to
launch any products in the metaverse.
In China, we see B2B brands paving the way for
new trends that are eventually adapted by the B2C
industry. This is especially the case with the metaverse.
For example, during conferences, B2B brands often
embrace 3D, immersive experiences to transcend
the limits of an offline event. Since email marketing
is antiquated in China, B2B brands use WeChat Mini
Programs to communicate with their target audiences.
In addition, B2B brands use influencers as key vessels to
spread the word about their services.
marketing in 2023?
NFTs will unlock new types of measurement and
metrics for brands beyond what social media could
typically offer them. Through a digital ID, a physical
product can be linked to an NFT to offer proof of
purchase and authenticity. From a brand perspective,
brands no longer lose visibility and profitability of
products after sale. As long as the NFT-tagged product
is sold through its digital ID, brands can continue to
receive a portion of the resale fee throughout the
product’s life cycle. Consumers will have no doubt about
the authenticity of the product, since it will be verified
through the digital ID.

45
Imagination (USA)
Imagination, a part of The Mx Group, is a full-service
content marketing agency, working with clients on
strategy, creation, distribution and performance. We’re
content thought leaders who think and work differently,
putting the audience first and clearly connecting their
needs with clients’ business objectives.
”Yes, marketers have become
exhausted by the game “hack the
algorithm.” But that’s the ongoing
reality as social platforms like
Instagram, Pinterest and TikTok
refine their experiences using AI.”
Laura Marzec
Content Strategy
IMAGINATION

46
of in 2023?
The tiktokificiation of social. If 2022 was the year of
TikTok, 2023 is when marketers will truly feel its effects.
The wild success of the video-sharing platform has
propelled copycat approaches from popular and new
competitors whose algorithms are rewarding more
dynamic, short-form videos and content over static
photos and text. A prime example? Instagram, once the
place to post beautiful photos, went all-in on Reels to
become a video-first platform. As more platforms iterate
to catch the TikTok magic, brands will be scrambling to
pivot their strategies to keep up with the latest changes,
too. What worked last month—or even last week—may
not work tomorrow.
Platforms of prediction. Yes, marketers have become
exhausted by the game “hack the algorithm.” But that’s
the ongoing reality as social platforms like Instagram,
Pinterest and TikTok refine their experiences using
AI (which is getting better and better, by the way).
In the coming year, the content that people see on
Instagram, Facebook and other platforms will be less
and less about who they follow and more about what
the platforms are serving up based on their interests,
behaviors and other personal data. Everything is a data
point. And to get impressions, views and reach, to be
SEEN, will be that much harder and require content that
really connects with audiences.
Demand for (great) video creators. Another outcome
of the swipe and scroll and culture? Brands that
embrace video —especially in the 30- to 60-second
sweet spot — can try to keep (or earn) a piece of the
engagement pie. But the marketplace is getting
increasingly crowded. And that puts more impetus on
brands to embrace true creativity. It’s no longer enough
to just do video, or even prioritize it. Marketers need to
do it really, really WELL if they want to create the kind of
hyper-personalized content that reaches and connects
target audiences.
2023?
From influencing to advocacy. When consumer trust is
at a low point, the term “influencer” has become a bit of
a dirty word. Audiences are seeing through inauthentic,
money-manic sales tactics in their feeds and aren’t
afraid to call out bad actors. Instead, they’re engaging
with (and sharing content from) brands they see as
relatable, likeable and authentic — even when they
KNOW they’re being marketed to.
The takeaway for brands: Audiences don’t mind
being #influenced if it feels authentic and relevant to
them. While the concept of influencer marketing isn’t
going anywhere, we’re seeing a rethinking of how the
traditional influencer or creator fits into marketing
strategy. Marketers are looking for ways to build a
community of like-minded individuals with the same
values — and a true passion for the brand.
By empowering brand advocates to share their story
through their own lens — using video, livestreaming,
chat and other personalized creator tools — social
marketers can leverage creators’ passion as well as their
expertise to cut through the noise. The same concept
goes for employee advocacy programs.
in 2023?
With caution and intention. Unlike some marketing
trends, where it’s risky to take a wait and see approach,
the metaverse journey isn’t one to dive into headfirst.
And it will be different for every brand.
With Meta set to launch its AR-enabled glasses, we can
expect the company to start pushing more AR tools
on Facebook and Instagram to get its best creators
creating for the metaverse. But even though many
marketers are looking to ride the next wave of tech
innovation, they’re also wary of how it might play out
compared to all the hype. (Think: NFTs.)

47
The next year will be one of experimentation – with
plenty of hits and misses. But don’t be afraid to take
that time to explore those possibilities of the metaverse.
Do the research and make sure AR, VR and gamification
experiences can add real value for your audiences
beyond the cool factor.
Social storytelling. Creator tools are the great equalizer.
And that’s making it harder than ever for brands to get
eyeballs on their content. Just ask marketers how many
of their clients took a hit with their Instagram reach in
the last 6 months and you’ll feel the pain.
Rather than “beat” the competition, forward-looking
B2B brands are turning to a new approach: Social
storytelling. In practice, that means shifting away from
short-form captions that push your audience to your
website, blog, webinar or event registration. It’s not
about where you want your audience to go or what you
want them to do. First, invite them to the party — then
introduce yourself.
And then give them longer-form content to consume
on channel. Think paragraphs, not sentences —
prioritize audience-first content by embracing their
inner journalist. A few tips? Cover issues or ideas your
audience cares about and explore solutions to the
problems you can help them solve. Focus on offering
interesting, helpful and engaging content now, not
once you “do a thing.” Start conversations they care
about where they are, customizing copy and visual
storytelling elements like video and graphics on
different apps and platforms. If you’re doing it right,
you’ll build up a community of engaged, like-minded
followers to tap into for more great content ideas,
conversations and amplification.
marketing in 2023?
Data on your brand’s social impact is no longer a nice
to have. Audiences across ages and interest groups
increasingly expect brands to have a stance on topics
like the environment, climate change and diversity.
And increasingly, that conversation is happening on
social channels. For marketers, those in-the-moment
moments where you can address these issues that
impact customers, employees or members can make or
break customer sentiment.
One way to get a holistic view of KPIs like brand
sentiment: set clear social impact goals that align
with your brand values. And, along with traditional
engagement metrics, use feedback loops like surveys,
NPS and focus groups to gauge how you’re measuring
up. What’s the online conversation like about your
brand in mentions, online tags, articles, customer
reviews? How are you helping your communities—or
hurting them?
One of the challenges on taking a position is that it
requires follow-through, too. Don’t talk about DEI if
your website and social channels aren’t optimized for
accessibility standards or using inclusive language, for
example. People are seeing through buzzwords like
sustainability, eco-friendly and net-zero, and when
action doesn’t follow, your audience may stop following,
too.

48
Inbrax (CH)
Inbrax is an ad agency full creative services with digital
marketing at heart.
“The Metaverse isn’t simply a
meeting room, but one of the most
immersive ways that brands will
have to communicate with their
consumers.”
Valentina Lagos
Social Media Manager
INBRAX
Felipe “Peluche” León
Digital Director
Mundy Álvarez
Planning Director
Pancho González
CCO

49
of in 2023?
Valentina Lagos, Social Media Manager:
We’ve found a user who is much more of a “digital
migrant”, who is populating the less traditional social
media, such as Reddit, Uber, Fiyer. This user is placing
importance in creating unique content for each social
media, not replicating the same stuff across channels.
Their content is also much easier to consume: short
videos that do not exceed 5 seconds, and that help the
audience in search for information.
People increasingly value real and genuine content,
and in 2023 various interesting trends are emerging to
enhance the connection between brands and people.
One of them is the emergence of BeReal. Even though
it is a network that is only started to grow, it shows a
certain opportunity to deliver naturalness and closeness
to brands – also allowing the creation of content for
other platforms such as Instagram.
NOT EVERYTHING IS SELLING.
Big brands need to make their marketing more
conscious. Being transparent with it, with the benefits
and disadvantages and all.
Another way to promote closeness with customers in
2023 is by tapping into new communication channels,
with a more spontaneous and natural messaging style.
Platforms such as Discord and Telegram have recently
proven their worth for this type of strategy.
Felipe “Peluche” León, Digital Director:
“54% of consumers search social media for information
about the brand and its offer”, states a recent report.
This phenomenon has always been present, but
consumers apply ever more technology to find
information that is relevant. And it doesn’t stop there, as
a simple process is preferred all the way to the making
the purchase.
Modern shoppers are more informed than ever. They
thoroughly research the brand, and that is why this
approach to digital commerce has great potential.
The way the brand is represented, including customer
interaction and reviews, helps consumers make an
informed decision and buy more quickly.
This trend will continue to grow as many social channels
begin to experiment with similar features and ways to
offer businesses new ways for conversion.
2023?
Mundy Álvarez, Planning Director:
Social media allowed us to continue meeting virtually,
which today is commonplace – the way we congregate
has changed forever. This phenomenon also led us
being more aware of how digital channels influence
collective thinking, generating greater care of who to
listen to or who to believe.
Influencers, the old spokespersons for ideas and trends,
are moving towards causes. This new approach based
on a clear and sincere purpose has the possibility of
ideas spreading almost immediately to different groups,
all around the world.
The causes today are social actions, and therefore,
the causes have no face. People increasingly value
spontaneous content. A good way to boost influencer
marketing in 2023 is taking brands to channels such as
Twitch and Spotify, which have seen a surge in content
by macro influencers.

Social Media Marketing Trends 2023 // The Global Indie Insights

Social Media Marketing Trends 2023 // The Global Indie Insights

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