Social Buzz Beyond The Likes
2023 recap, 2024 in focus
This special yearender edition of Social Buzz takes you through which platforms stood out, which ones misstepped, and what we make of all of it in 2023. Even more importantly, we look at how social media and the digital landscape are shaping up this year — trends, fearless forecasts, spilt tea and all. Let’s hit the highlights!
SOCIAL MEDIA ROUNDUP
It’s a wrap for 2023! It has been a rollercoaster of AI breakthroughs, platform makeovers, and fresh trends that have completely revamped how brands connected with their audiences. Let’s unpack!
TikTok launched new features
Proving once again that it knows what its users want, TikTok launched a slew of pretty spiffy things last year.
First up: More fun text posts. You can now create text posts and add stickers, tags, hashtags, background colours, and sound, which makes for a more rounded user experience.
Shaking things up as a follow up. Just to make things even more engaging for users, it launched Shake Suprise to its ad solutions, enhancing brand engagement and encouraging interaction. The format does what it says on the tin: Users basically shake their phones to lead them to the brand campaign landing page, adding an element of fun interaction to the user experience.
Then it launched TikTok Shop, allowing viewers to shop tagged products in videos and livestreams or browse products in the new ‘Shop’ tab. With this, brands can now display their products directly on their profiles and in TikTok Shop ads. Beyond its US launch, TikTok Shop is already making waves in regions like Singapore, with further global ambitions in sight.
Fourth shiny plaything: the new out-of-home ad solution, Out of Phone, which will allow brands to leverage TikTok content in additional placements, expanding the platform’s presence to locations including billboards, kiosks, cinemas, bars, restaurants, automobiles, airports, gas stations, retail stores and beyond.
TikTok also launched its fourth annual trend forecast for 2024, looking into user behaviour, wants and needs. Three key patterns emerged — what the app calls “trend signals” — which could prove useful for marketers in the coming year:
Curiosity Peaked: TikTok users go beyond finding a single answer. Their curiosities and interests lead them on a journey of discovering diverse perspectives, exploring uncharted territories, and finding inspiration for real-world action. This blend of exploration and active engagement makes TikTok a platform where users are 1.8 times more likely to encounter new topics that they never knew they were interested in.
Storytelling Unhinged: As a platform, TikTok has proven to be more mutable than others, which allows users to explore and go beyond the usual storytelling structures. Linear narratives give way to multiple story arcs, often driven by communities collectively creating fictional celebrities and elaborate narratives. This trend, dubbed #delulu (or "delusional"), has emerged as a form of comfort and escapism in the face of an often overwhelming reality.
Rooted in fandom culture, #delulu blends fantasy with manifestation. Users adopt fake-it-’til-you-make-it personas, creating space to fantasise about their hopes, dreams, and self-defined delusional realities. This phenomenon highlights the power of collective imagination and the desire for alternative realities within the TikTok community.
Bridging the Trust Gap: For brands, each campaign and organic piece of content is an opportunity to share, listen, and learn, building brand trust and values together to generate deeper loyalty on- and off-platform. After seeing an ad on TikTok, viewers trust the brand 41% more, are 31% more likely to be loyal to the brand, and are 33% more likely to say the brand is a good fit for who they are as a person (vs. before seeing ads on TikTok). This is driving action in real life, as well as on the platform.
LinkedIn started flirting with AI…
LinkedIn got more user-friendly in 2023, with its new AI writing assistant, which simplifies profile-building by suggesting personalised wording for your ‘About’ and ‘Headline’ sections. This tool analyses your profile information to identify your key skills and experiences, offering suggestions in your writing style while presenting your strengths in the best light. The result? More time and effort saved in building your professional brand.
LinkedIn also tried its hand at collaborative articles, which begin as AI-powered conversation starters, developed with the LinkedIn editorial team, but with insights contributed by community members. A select group of experts will be invited to contribute their ideas, examples and experiences within the articles.
Has this helped increase the platform’s popularity? While that’s still a question that demands a definitive answer, signs do point to a renewed appreciation for LinkedIn, as findings from Rival IQ’s first annual 2023 LinkedIn Benchmark Report reveal.
Median brands earned an average engagement rate per follower of 0.41% on LinkedIn, which is worse than Facebook and Instagram, better than X, and way behind TikTok.
But here’s the twist: Median brands were more likely to post on LinkedIn than they were on TikTok.
Other takeaways from the report:
It’s been a year of upheavals for Twitter, now X
Twitter had a tectonic shift in July 2023, shedding its iconic bird logo and moniker for a brand new identity: X. The move, spearheaded by Elon Musk, aimed to reposition the platform as an "everything app", encompassing features beyond social media, such as e-commerce and banking.
While the rebrand has been controversial and sparked think pieces about long-term implications, especially among advertisers, X's ambition remains clear: To be the one-stop shop for online activity. It remains to be seen whether this audacious move will propel X to new heights or lead to a different kind of transformation altogether, especially given developments like the arrival of Threads and the decline of link-sharing.
YouTube Shorts finally finds its footing…
YouTube's short-form video platform, Shorts, has seen explosive growth since its 2020 launch, exceeding two billion monthly active users. This meteoric rise has not gone unnoticed by advertisers, who are increasingly turning to Shorts as a viable alternative to TikTok, recognising the growing popularity of video content and the potential to reach young audiences.
Two-thirds of respondents from a December 2022 survey stated their clients advertise on Reels, while just under half confirmed client activity on YouTube Shorts. This data underscores Shorts' rapid progress and its potential to become a major player in the video advertising landscape.
… while the app fights against ad-blocking
YouTube has now confirmed that it is indeed testing a three-strikes policy for ad-blocking. The app slows down load times for those using an ad-blocker — bad news for consumers, but potentially good news for advertisers and marketers because this could boost the visibility and reach of paid content.
WhatsApp launched WhatsApp Channels…
… and it looks like it’s a hit with users. Within seven weeks of its release in June 2023, WhatsApp Channels had crossed 500 million monthly active users. It utilises a one-way communication method of funnelling content to people within the channel, allowing the account holder to disseminate information to subscribers. Followers, however, cannot reply back. Features such as message forwarding and channel alerts were added after the global rollout in September.
We can see why it would take, particularly for influencers, news organisations and global entities who disseminate vast amounts of content to their followers. The World Health Organization (WHO), for instance, reported in November that its WhatsApp Channel already hit five million followers.
Says WHO Digital Channels Team Lead Andy Pattison, “[The goal of our channel is to] ensure reliable health advice reaches everyone, everywhere, especially on low-bandwidth connection.” The Financial Times and The New York Times are also exploring how to use the feature to deliver news to their followers.
… while Instagram’s Threads unravelled
Everyone was excited about Threads’ potential, but it looks like the platform is not living up to the hype. Threads’ early success was met with a steep decline. Similarweb’s data in September of 2023 showed that users only spent about 2.4 minutes daily on the app. They also went from 50 million downloads to a stable daily usership of 10 million.
There’s still a lot of potential for this app though, given its seemingly good-natured vibe (for now) and its popularity in markets like Singapore. It’s just a matter of Instagram figuring out more features that could get users excited, and users to figure out how to integrate Threads into their social media diet. Let’s see how the app pans out in 2024.
2024 TRENDS AND PREDICTIONS
But enough about 2023. Let’s do a bit of crystal-ball gazing for what’s in store this year.
Artificial Intelligence will continue to level up
Now that the AI genie is out of the bag, it’s sky’s the limit with this technology.
AI-powered systems will deliver more personalised experiences, automate tasks, predict trends, and support decision-making. As AI continues to evolve, the digital landscape will transform, with SEO shifting towards voice search optimisation and emerging technologies shaping industries.
The rise of AI has prompted the US and Singapore to commit to deepening their “strategic technology partnership”, with Singapore planning to triple its pool of artificial intelligence experts, including machine-learning scientists and engineers to 15,000.
Conversational marketing gets even more sophisticated chatbots…
With Meta introducing Meta AI Personas, sophisticated chatbots will become indispensable tools for providing one-of-a-kind interactions with clients.
These powerful AI-driven chatbots are intended to transform customer interactions by incorporating natural language processing, sentiment analysis, and seamless multi-platform integration. As a result, users will enjoy a more nuanced and interesting communication experience.
Chatbots will automate customer service inquiries, provide real-time support, and lead clients through the buying process as 2024 progresses. Businesses that adopt this strategy will have a competitive edge as a result of increased customer satisfaction and streamlined operations.
…while other AI tools are in full swing
After AI chatbots come even more sophisticated digital marketing and copywriting tools — such as Canva’s integration of their AI Magic Tool and the growing accessibility of text-to-video tools.
Despite these bold developments, content creation will become even more challenging going into 2024, as the homogeneity of AI-powered visuals and themes will eventually be spotted by ordinary people.
The challenge now for marketers and content creators is to find the sweet spot of using these technologies while still retaining the human touch.
Transparent and responsible content creation amid AI
As AI advances, the call for authenticity, transparency, and brand safety intensifies. A significant portion of consumers also remain apprehensive, harbouring concerns about the implications of a future dominated by this technology.
GWI’s 2024 Consumer Trends Report in the US cited that while 60% of consumers are excited about AI, a substantial 71% perceive its progression as alarmingly swift. Thus, brands need to attentively monitor and heed consumer feedback, maintain robust data governance practices and follow evolving regulations.
TikTok is already ahead of the curve, having introduced a feature that allows its creators to label AI-generated content. This aligns with the brand’s commitment to promoting authenticity and responsible content creation.
As brands navigate the dynamic AI landscape this year, embracing such measures becomes not just a strategic advantage but a necessity for cultivating consumer trust and loyalty.
Content first, fact-check second
Throughout all these developments, accurate news and information have gotten short shrift, with X and Facebook increasingly focusing their algorithms on content, which will be mainly how users consume news.
In fact, Reuters Institute’s Digital News Report 2023 says that audiences pay more attention to celebrities, influencers, and social media personalities than journalists in TikTok, Instagram, and Snapchat. This contrasts sharply with Facebook and X, where news media and journalists are still central to the conversation.
As such, it is now more important than ever to fact-check, like how X has moderators to check on fake news and such.
Authenticity will be a big deal this year…
Already a buzzword and Merriam-Webster’s word for 2023, It’s set to be a de facto theme for 2024, as Gen Z becomes increasingly suspicious of anything polished and perfect and, therefore, “not authentic.”
This thinking will influence, well, influencer marketing, as brands shift their focus towards identifying those who genuinely align with their niche values and products. Collaborations rooted in authenticity resonate more deeply with audiences, transcending mere endorsements.
… paving the rise of more micro and nano influencers
While celebrity endorsements are still impactful, there’s a shift towards micro (10k-50k followers) and nano influencers (<10k followers). Their niche audiences, genuine engagement, and trust factor make them invaluable for brand partnerships.
In fact, a Linqia study revealed that 90% of marketers want to work with micro-influencers since they have better engagement than larger influencers. This trend is set to continue in 2024.
According to the Semrush Social Media 2024 Trends report, consumers will engage more with User-Generated Content (UGC) than polished, professional content as the authenticity and trustworthiness of UGC resonates more with them.
Simply put: Social media users want to listen to the voices of ordinary people. Rather than wanting brands to describe their offerings, consumers prefer hearing about it from peers and fellow customers.
Welcome Gen Alpha — the next generation of consumers
As early as now, marketers should pay attention to this cohort born 2010-24, the first generation entirely raised in the 21st century. Gen Alpha, projected to surpass two billion in population by 2025, holds unique characteristics that will significantly impact marketing strategies:
Digital-first: Gen Alphas are digitally adept, with a strong inclination towards virtual reality due to their profound digital immersion.
Socially aware and vocal: They are socially conscious and vocal about their beliefs, holding brands accountable for social justice from an early age.
Climate and mental health advocates: Gen Alphas are distinctly concerned about climate change and are passionate about environmental issues, influencing their parents' actions and consumption decisions. Furthermore, campaigns promoting mental health awareness and support are also likely to resonate with them.
Well-travelled: Exposed to diverse cultures from a young age, they are likely to become culturally attuned consumers.
Have a nuanced understanding of content: Being digitally adept, Gen Alphas navigate platforms like TikTok in a way that makes them influential in shaping views and building or dismantling brands.
In GWI’s recent Gen Alpha in APAC Infographic, Gen Alphas use social media mainly to talk to friends and family. They’re also big on memes and funny posts. As with previous generations, entertainment will continue to be a factor in keeping them engaged online, but with a difference: Gen Alphas use their devices to have better integration with everyday activities, not just to check social media.
Given all these, what’s in store for 2024?
It’s definitely going to be more AI-driven, now that the technology is becoming more mainstream, with creators and the public being more willing to experiment with it. But like all new technology at the nascent stages, there’s no telling who’s going to succeed in harnessing it effectively and how. AI’s popularity also runs counter to what people purportedly want, which are more authentic experiences and interactions. How these two opposing ideas play out with what brands and marketers are trying to do will be what will shape the year.
That’s it from us this month! Keep an eye out for next month’s Social Buzz Report for timely and valuable social media news and updates.
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