Social media faced a lot of critical situations and challenges in 2022. However, 2023 will be a better year for social media as it will provide multiple chances and opportunities to recover. The audience of social media platforms is enormous and will keep getting wider this year. As per the estimate, almost two-thirds of the US population will be using social media platforms at least monthly.
Here are a few predictions about how 2023 will turn out for social media.
There Will Be More Gen Z Social Media Users Than Gen X
The number of social media users will majorly consist of Gen Z in 2023. Gen Z will make up approximately one-quarter of the US population. In other words, 20 million more Gen Z users will join social media platforms compared to 2018, when ByteDance integrated the Musical.ly app with TikTok, which started disappearing in the USA. Gen Z has grown up, so their preferences and choices regarding social media platforms have also changed. Now, they are bringing multiple changes in the US social outlook.
According to statistics, 17.8% of the total Gen Z were using social media platforms in 2018. Now, 24.6% of the total Gen Z will use social media in 2023. In contrast, the percentage of total millennials, Gen Z, and Baby Boomers has decreased in 2023 as compared to 2018.
Meta Will Remain Enormous But Its Supremacy Will Diminish
Mata faced a significant decline in its revenue in 2022. However, Meta’s business has started growing again this year. At the same time, the user base of Meta will also keep increasing in 2023. Last year, the number of users exceeded 200 million. Interestingly, Instagram is the platform that makes up most of the users of Meta.
The Chaos of The Twitter Will Continue and Affect the Dynamics of the Market
In 2022, Twitter managed to avoid the decline in the number of its users. However, this year, Twitter just might lose more of its fan base. The loss of Twitter users will result in a gain for Reddit and LinkedIn as another app, Mastodon, similar to Twitter, is too complicated to use for mainstream users.
TikTok’s Future Is Now More Uncertain Than It Ever Has
In 2023, TikTok will have more than 100 million users who use the app monthly. The US user base of TikTok is five times more than the total population of Florida. It shows that it currently has a wider reach than any other platform. However, the future of TikTok is uncertain as the US legislation is planning to ban TikTok. If that happens, TikTok will lose all of its users. Any measure that results in the removal of TikTok would create more growth and space for other apps as they might gain users in the process.
Chaos and Crisis Will Result In New Opportunities
Social media platforms will develop new avenues, technologies, and ad formats amid the chaos and crisis. The platforms are driven by the motivation to face the challenge and create new ways to reach users. It will further open the door to multiple opportunities and will be beneficial for advertisers as they focus on getting the attention of their users through influencer and organic marketing.
AI Tools Will Become Mainstream
Social media sites have relied on Artificial Intelligence (AI) for years. However, 2022 was the year when AI tools took over various social media platforms and apps. AI is likely to grow more in 2023. Over time, it will become common, and companies will increase their investments in AI tools. They will also start looking for ways to incorporate AI into their program for content creation and other tasks.
2023 Will Be the Year of Social Saturation
With the increasing number of social media channels, it will become difficult for brands to deliver their message to the target their audience at the right time. They will have to find more effective ways to reach the audience through a proper channel to ensure users notice and see their brands.
Honest and Open Communication Between Marketers and Audiences Will Be In Full Swing
Social media users look for honest, open, and genuine communication. They want to develop a connection with brands through honesty and direct contact. So, 2023 will be the year where you will see a lot of honest communications between marketers and audiences. It will become a new norm that marketers must adopt to leave a lasting impression on the audience. The audience will openly call them out for not being straightforward and honest.
