Shocker, social media continues to change! Here’s some of the more surprising trends that we can predict in 2023.

Verification will no longer be sought after:

That’s right, having an account WITHOUT the blue tick will be seen as the cooler option. With Meta copying Twitter to charge a monthly fee for verification, the value is completely gone and therefore the desire for that blue tick will also disappear. Your account would be seen as naff if you were to decide to take the leap and purchase it, especially if you’re not a brand/public figure.

We personally think the decision to charge for the blue tick is absolutely ridiculous, and takes away the whole point of being verified, which is proving that you are the official public figure/brand account. There is absolutely no way that this will be able to remain monitored or trusted.

Less Copy & Paste Trends

In 2022, hopping on trends was a key strategy for growing on TikTok and Instagram… But in 2023, solely using trending audio is on its way out.

In order to stand out, we predict creators and brands will incorporate more original content into their overall strategy.

From longer-form vlogs to no-frills conversations on niche topics, video content is already shifting towards casual, off-the-cuff storytelling. Even video editing is becoming more about telling a story, like using multiple apps to create clever edits.

The challenge now is to make your video stand out in a sea of copycats.

So, we expect to see an increase in brands and creators starting their own "trends" by using a popular audio — but putting their own unique spin on it.

UGC, UGC ,UGC

UGC (aka user-generated content) is incredibly popular with brands. There are many studies revealing that up to 80% of consumers say UGC highly impacts their purchasing decisions.

But not every brand has a bank of UGC to use, nor an in-house team to create photos that look organic… Which is where UGC creators come in. Essentially, these creators get paid to create UGC-inspired content for brands. In 2023, we predict UGC creators will fill a gap in the market and lead to an increase in Nano creators monetising on social — without the need to post on their own channels. 

AI is going to become the norm

The future has arrived and artificial intelligence (AI) is officially everywhere — and more accessible than ever. Take TikTok effects for example. There’s already a huge range of AI-inspired effects to choose from, including the ability to create an entire background for your video by merely typing text.

Copy generators like Chat GPT and Jasper.ai are also becoming popular with brands and creators to help them draft outlines or ideas for written content.

While AI can’t replace originality, creativity, or thought leadership, we’ll likely be seeing a lot more of it in the coming years.

Keyword Search & SEO Takes Center Stage 

Move over Google — did you know that nearly half of Gen Z is using TikTok and Instagram for search instead!

This means that if you want your content to get discovered, optimising your posts with keywords is more important than ever.  In a broader sense, this change reflects how searching a topic on the internet has changed.

Users are looking for a more exploratory experience with curated takes and personal experiences (think TikTok storytelling and honest reviews on Reddit). 

Instagram Doubles Down on Creators

There’s a lot of talk about Instagram being “over", especially to younger generations — but we wouldn’t count it out in 2023.

One reason? The app still has over 1B monthly active users. 

And while the average user may have some complaints, Instagram’s staying power will lie in how it attracts (and retains) creators. 

We’ve already seen it roll out creator-specific features in 2022, and we think they’ll double down in 2023.