Ogilvy - SL - Social Media Trends 2023

SOCIAL MEDIA
TRENDS 2023
FOREWORD
Welcome to 2023 and another rollercoaster ride.
First up, the disclaimer. Trend spotting is notoriously Add in the deceleration of the pandemic boom for tech We’ve chosen these filters to organize our perspectives
selective, subjective and vulnerable to the sideswipes of companies, and we get a unique environment for 2023. and make more sense of the messy reality. These filters
unforeseen events. This report is no exception. In this stressed context, consumers are making are also very relevant to us at Ogilvy.
tradeoffs, advertisers are super cautious, and
We acknowledge its imperfections but believe it’s competition for attention is intense. We’ve used this trend-spotting process of discussion
important to synthesize the environment at the start of a and discovery to prepare ourselves for this environment.
new year and to highlight the themes and currents that This report does not set out to decode this broader We’ve workshopped all the themes in this report and
will shape our industry context. environment in detail (we’re ambitious, but not that have innovated our offer to be better able to respond
ambitious). Instead, we’ve taken a more focused constructively to this dynamic context.
The goal is to make sense of the radical shifts out there approach by looking at the industry environment
and to provide you with a useful ‘map of the moment’. through three lenses: Hopefully, this report is useful to you and your company.
And what a moment we find ourselves in. Please feel free to drop us any feedback. We’d love to
What’s shaping Content & Channels hear your perspective on these trends and themes.
We have emerged from the frying pan of COVID-19 into What’s emerging in Connected Commerce
the fire of a global cost of living crisis and it does feel What’s shifting with Influence & Creators Enjoy this report.
that the harsh recessionary context is signalling a more
systemic shift, especially when the way we work is
fundamentally changing, the signs of environmental
turmoil are everywhere, and there is the desperate and
unpredictable war on the eastern front.
SOCIAL MEDIA TRENDS 2023 2

 
 
 
 

I N T H I S R E P O RT
LENS 1 CONTENT & CHANNELS P. 0 4
1. TikTok ticks ever upward 4. Brands will become arti cially intelligent
2. Organic and earned efforts making a comeback 5. Immersive tech deepening social experiences
3. Value exchanges are more important than ever
LENS 2 CONNECTED COMMERCE P. 2 4

1. The discovery channel 4. Don’t bomb the carpet
2. Be explorable 5. iCommerce: we sell or else
3. Happy ever after in the marketplace
LENS 3 I N F LU E N C E & C R E ATO R S P. 3 9

1. A revamped playing eld 4. Health and wellness
2. The dawn of the creator 5. Band together
3. Institutionally speaking
SOCIAL MEDIA TRENDS 2023
fi

fi

1
CONTENT & CHANNELS

S TA RT I N G P O I N T
Take 2 minutes* and pause here. In most cases, this approach was pretty much the
default. And it worked, allowing meaningful and sizeable
If you had to draft a basic social media strategy back in reach to scale effectively. Today we’re facing a different
2019, what would’ve been the focus areas? Instagram reality. One that’s dominated by TikTok’s growth, a
for the cool factor? Facebook and YouTube for scale? certain counter-culture among online users and
A triple H content model? Test runs on niche platforms? widespread saturation.
Brand fame generated through influencers? With all this
being optimized for paid distribution? The familiar landscape has been shaken up. No longer is
there a three-pronged channel monopoly to build on,
nor is there a standard content rulebook to follow.
*The time limit for capturing your BeReal, in case you were wondering.
CONTENT & CHANNELS SOCIAL MEDIA TRENDS 2023 5

 
   
 
 
 

 
TREND 1
T I K TO K T I C KS
EVER UPWARD

TikTok is THE trend. It’s no longer ‘just having a

moment’. Six years in, the short-video app has
leapfrogged competitors and cemented itself
as the go-to platform for both users and
brands.
Many established players have copied some

of its key features but, when it comes to its
hyper-niche algorithm and participatory
culture TikTok remains far ahead while still
feeling like a relatively fresh entrant.
The fastest growing social network in history

(according to Statista it took TikTok 5.1 years to
attract 1 billion users) continues to rewrite the
rules across a variety of parameters.

 
 

 
REWRITING THE RULES
Organic-first A cultural linchpin Go-to space for search
First and foremost, the platform puts the importance of A second point is that TikTok has disrupted the top- A third noteworthy development is that TikTok is
having a solid organic approach back on the agenda. down view on culture, enabling anyone to start trends. increasingly being used for search purposes by Gen Z.
TikTok requires brands to seamlessly blend into its DNA The Corn Song is a perfect example of this - a simple This doesn’t mean it will overtake Google any time soon
and adopt the platform’s codes and language by interview that turned into a song, inspired thousands to because search engines by design are more functional.
operating as creators rather than as advertisers. create content, and resulted in several brand deals for But TikTok’s stream of inspirational search results is
the Corn Kid (not bad for simply stating how much you pretty much in line with their infinite feed scroll which
The silver lining is that the TikTok community generally like corn). provides, as nicely expressed by The Verge, “your own
is very appreciative of this approach, compared to rabbit hole adventure story”.
similar efforts on other networks. Duolingo, Manscaped, The fast pace of evolving contemporary culture will
and Balenciaga are good examples of brands smashing continue to make for an interesting environment where This eventually means another avenue for TikTok to
it on the platform. brands can test and learn if they’re prepared to have an stack up watch time, finetune their algorithms and boost
agile and very creative mindset. TikTok’s interest-based the overall stickiness of content.
algorithm connects creators – storytellers, educators
and entertainers – with communities, however niche it
may be (e.g. WitchTok, TaxTok or Moms of TikTok).

 
  
 
 
 

 
 
 

In line with TikTok’s growing ad business (approximately the 4th biggest

digital ad destination in the US) we also expect to see the introduction of
more commerce capabilities on the platform in 2023, like the recent US
launch of TikTok Shop. According to eMarketer research, TikTok will gain
9.6M social buyers in 2023. That’s more than the net increase of Meta
and Pinterest combined.
Since TikTok became the most top-of-mind space for brands to play in,
we’ve seen a great amount of best practices (as well as cringeworthy
attempts) bubble up. Those who seamlessly fit into the platform’s DNA
and daring to push the boundaries (and ditch all seriousness) can
succeed.
Ryanair has notoriously packaged negative passenger experiences and

its bad rep in an ongoing storyline combined with the hottest topics of
the day. Liquid Death is another best-in-class cult brand on TikTok. The
water company started out with reviews and product usage vids. Today it
juggles between gimmicky celebrity endorsed content and its very
distinctive UGC.

 
 
 

TREND 2
O RG A N I C A N D E A R N E D
E F F O RT S M A K I N G
A COMEBACK

 
A SOCIAL
LANDSCAPE
SHAKE-UP
TikTok, it seems, will remain on a growth path. Legacy Yet, not overtaking it seems to do the trick for now. TikTok
platforms like Facebook/Instagram, YouTube and Snapchat will ensure that creator-led, lo-fi short video remains the “it”
have all reported shrinking revenues - largely due to heavy format. This has forced the likes of Meta and Google to
reliance on ads, lacking innovation or, in the case of Twitter, a double down on Reels and Shorts, to recalibrate
drastic ownership change – and we don’t see that decline functionalities and to shift towards more vertical storytelling.
changing anytime soon.
And so, brands are looking left and right. And the ones that
But if a specific mainstay channel works, keep leveraging it. understand to operate channel-agnostic, get the points. As
Just be aware that we expect further growth in Twitch, voice an example: social media champ Chipotle explored the ins
to gain traction on Discord, and newer players like BeReal (1 and outs of BeReal. For now, the platform has no bells and
out of 3 US teens is using it) to become more popular. whistles and is completely ad free. This means that brands
have to fully embrace the single USP: engaging with users
These niche, higher affinity platforms, by default, depend right in the moment and incentivise them offline.
more on earned user traction, and don’t yet offer the same
level of sophistication compared to legacy platforms.

 

OUT WITH UNIFORMITY

The shake-up of the platform landscape also triggered a
prioritization of engagement-first objectives. Community
building is making a big comeback and more often, we’re
returning to loyalty initiatives, speaking more directly to
audiences. In the new year, we’ll be seeing a cyclical
rehashing of earned tactics and strategies that help deliver
organic traction.
Let’s be clear. Brands should not throw away the rulebook

entirely. If a specific format, or content route works, keep
leveraging it. The real conclusion is that today’s rulebook
doesn’t apply to uniformity any longer. With the enormous
proliferation of choice and availability, we’re looking at an
era of brand codes and governance that pull in the
characteristics of the platform.
VIENNA STRIPS ON ONLYFANS
This is also why the time of cross-posting is over, despite
what some surveys say. While it’s often a cost-saver in the The Vienna Tourist Board got fed up with Meta’s censorship of
short run, over time the impact is limited. More efforts are artworks published on Facebook and Instagram. So, the board moved
needed to tailor content to each platform’s unique images - considered pornographic by Meta’s algorithms - to OnlyFans,
capabilities and features. rewarding visitors with free museum access after signing up. A class
example of counter-culture and embracing new entrants.

 

TREND 3
M E A N I N G F U L VA L U E
EXCHANGES ARE MORE
I M P O RTA N T T H A N E V E R

UTILITY &
PURPOSE
More than ever, a content-based value exchange is about
creating an emotional connection, in an entertaining way
that puts consumer needs first. Across the board, we see
brands who are seemingly succeeding in striking this
balance. Some of them score with ‘edutainment’, others
with nostalgia, and some going all out to activate their
brand purpose as a meaningful value-add for consumers.
Whatever the output is, those consumers do expect

brands to have at least a deeper dimension than just
presence. Being reliable and authentic matters a great deal.
GWI research highlights that 31% of worldwide
respondents expect brands to help them organize their
lives.
Delivering a conscious and memorable value exchange can

happen in multiple ways. Through the packaging or point of
sale, through a user-led incentive or in the case of this Lego
campaign, by deliberately rethinking the purpose of its
product.

 

 
I AM
Starbucks discovered not having documentation for their chosen name was a
huge problem for the transgender society in Brazil. In order to support the
community, it turned its flagship coffee shop in São Paulo into a notary office
where transgender people could legally change their names for free. This
initiative (which was supposed to last one day) was amplified on digital and is
still happening online.
UNBREAKABLE COURTS
This Brazilian campaign commissioned by Budweiser is targeted
at the attack of the country’s basketball street culture by the
increase in the real estate market. The activation focuses on
turning courts into art and having top tier personalities to
promote the message.
TREND 4
BRANDS
WILL BECOME
A R T I F I C I A L LY
INTELLIGENT

 
WARC’s annual survey reports that AI is the biggest Ad agencies certainly will be leaning more on AI for
focus area for brands ahead of live video, the metaverse creative output, deeper measurement, and translation of
or connected TV. This is because it fits perfectly in the ideas. In particular we’re destined to see a bigger uptake
slipstream of creator and participatory culture reflecting of generative AI, which embodies the rebuilding of
TikTok’s success. content out of existing pieces such as video, audio and
images.
We’re not just looking at machine learning and
optimizing algorithms but at the ongoing Big CPG brands have done marketing pushes leveraging
democratization of AI which means putting AI-powered AI-powered image generators either using this internally
functionalities in the hands of the consumer and or making it available to fans. Tools like these can help
allowing them to create without limits. optimize search results and increase accuracy in editing.
Over time, image generation could replace the stock
2023 will see dozens of AI image generators pop up photo market and equip creators beyond what’s within
(think DALL-E, Stable Diffusion), as well as search- immediate reach.
command language modelling like the widely hyped
ChatGPT. The technology is not new in the industry for
driving performance, delivering media efficiencies, and
improving customer experiences, but 2023 could be a
HEINZ AI KETCHUP
breakthrough year for wider (and smarter) usage of AI
Heinz conducted an experiment where it asked the
by brands.
audience to go completely limitless with OpenAI’s
image-generating technology DALL-E 2 to ‘draw
ketchup’.

 
 
     
 

 
 

 
ART OF TRENDING
The Woods Art Institute in Hamburg conducted a real- Trending topics on Twitter were linked with DALL-E 2 to
time art experiment to connect with younger generations. create the most contemporary and realtime exhibition
curated by everyone.


TOXIC INFLUENCE
Dove partnered with Ogilvy US to create the Toxic To land a powerful narrative the production team used AI-
Influence campaign, which inspires and empowers young led deepfakes of mothers giving their daughters toxic
people to turn their social media feeds into a more advice, similar to the negative cesspool social media
positive space. sometimes can be, leading to an eye-opening
confrontation.

TREND 5
IMMERSIVE TECH
DEEPENING SOCIAL
EXPERIENCES

I T ’ S B I G G E R T H A N M E TA
2022 was not a good year for Mark Zuckerberg’s According to WARC’s annual survey 29% of interviewed Gucci created its permanent digital space Gucci Town.
metaverse baby. After spending more than $10BN, marketers view Web3 and gaming as most significant to The premise is simple: capitalize on scarcity (even if only
traction remains low with the user experience described their plans, up from only 10% a year ago. Once the PR virtually), gamification and community. Chipotle, who
as lackluster. But there are many other metaverses dust settled (because at one point every major artist leads by example when it comes to immersive
(primarily in gaming) with at least 400m users - Roblox was performing in Fortnite), we started seeing more experiences, used Roblox to engage with users, let them
leads with 230m followed by Minecraft’s 165m. robust metaverse experiences across the board. customize burritos which they can get for free in a
physical POS, combining the best of both worlds.

 
 
 
 
MAINSTREAM AR:
S LO W C O O K I N G
While the general belief is that the future of the metaverse
hinges on the adoption and maturation of Virtual Reality
(VR), Augmented Reality (AR) is more likely the way it
becomes real for most people in the near future.
AR is a much more democratized technology which

creators can use to generate their own experiences far
more easily than they can with VR. With so many devices
able to display AR, its penetration and growth is far
greater than any other immersive tech.
Snapchat has been the undisputed leader in social AR

tech but we are seeing huge advances within TikTok and
the Meta ecosystems. There is also much talk about
Mixed Reality (MR) and Extended Reality (XR) which
creates a ‘digital twin world’ engaging all our senses. But
they are a long way off becoming mainstream.

 
 
 

01 TikTok is rewriting and dictating the rulebook beyond content.

In 23 the platform will impact the commerce and search fronts.
02
We’re in a social media landscape shake-up. Legacy channels and
CONTENT
new entrants triggering brands to think tailor-made and upscaling
organic/earned efforts.
03 If attention is a key metric to monitor, offering a meaningful content-

based value exchange is the best way to be distinctive and relevant.
& CHANNELS
S U M M A RY
04 23 will be a pivotal year for AI to engage and create with communities.
It can also play a significant role in the creative process in ad agencies.
05 Immersive formats and metaverse experiences are gaining traction.

Yet, mass adoption is not for tomorrow.

 
 
2
CONNECTED COMMERCE

Social commerce (direct sales via a social interface) had There’s no doubt that, despite in-app purchase features
a somewhat slow-mo year. Some talk of it as a ‘U-turn’ becoming more advanced, the trend of buying directly
or even a full-on decline. through social has levelled off, triggered by trust
barriers, attribution vagueness, clunky features,
We’re urging caution in that negative view given that targeting and IDFA crackdowns implemented by the
there’s already an estimated +$580B global business in operating systems.
this space with plenty of room for further growth. And in
the UK, 1 out of 3 Gen Zers now start their purchase We believe that 2023 is the time to re-assess the
journeys on social. principles of social commerce and explore the notion of
‘connected commerce’. And we believe that the case
for continuing investment in this space is stronger than
the one for halting it.
CONNECTED COMMERCE SOCIAL MEDIA TRENDS 2023 25

 

 
TREND 1
T H E D I S C O V E RY
CHANNEL

2020 and 2021 saw Meta and Bytedance release

multiple commerce features. 2022 saw many of them
axed. For example, live shopping and affiliate sales didn’t
take off as they had in the East. In short, we’re still far
away from promoting a social super app.
After looking at the different usage occasions, it’s

become clear that the real opportunity for social
commerce sits within the crucial step …. before
checkout.
Social is the main lever to warm up audiences and

inspire them towards action. That’s why, for both
platforms and brands, discovery is this year’s real focus.

 

TREND 2
B E E X P LO R A B L E

With the strategic shift to discovery-first, it’s important
for brands to expand their playing field by increasing the
amount of explorable entry points. Features like
shoppable tags, native storefronts and product
catalogues in the always-on content layer can help.
This allows advertisers to stay on brand, while initiating
purchase intent.
From our test and learning record, we can see an uptick

in organically attributed sales as a result of consistent
commerce integrations in always-on planning. This
doesn’t mean paid strategies will become irrelevant.
While organic commerce is an ideal basis for

spontaneous shopping, paid media supported
commerce will still be the best way to capitalize on
deeper intent.
Also, it's crucial to understand who you’re talking to,

what content to line up and where to play. Around 40%
of Gen Z and millennials make an impulse purchase
online every 2-3 weeks, rising to 48% among daily
O RG A N I C C O M M E RC E TikTok users. Stats like these are an opportunity and a

clear direction to prioritize short video and to diversify
channel hierarchy.

 
 

TREND 3
HAPPY EVER AFTER
IN THE MARKETPLACE

 
A N U N D I S P U T E D RO L E
Marketplaces have assumed a new prominence in the Thinking and operating beyond social obviously unlocks
D2C journey. Retailers such as Amazon have overtaken measurement and attribution challenges. A positive
brand-owned websites as the final shopping trend we can see is cross-channel developments
destination. Marketplaces are simply a better match, becoming bigger and more robust.
especially when it comes to user convenience, multi-
market ambitions and logistics. If marketers want to win, A few examples: Amazon has its own attribution and
it’s important to integrate these into wider (social) analytics solution that can be tied back to commerce
commerce strategies. activities outside of the platform, while Meta’s
Collaborative Ads make it easy and seamless to partner
Marketplaces also offer a better guarantee to reroute up with retailers, without losing track of sales data.
users back into repeated sales. Permissioned first-party
data solutions, like a native checkout, are not coming to But marketplaces and retail media have bigger
life on a global scale so it’s currently not possible to ambitions than just being the last stop in the journey.
create deep consumer profiles through social (only). Amazon wants visitors to invest more time, explore the
marketplace and shop serendipitously. The in-app
Marketplaces can bridge this gap, ensuring in-signed Inspire feature (seemingly influenced by TikTok), is a
user experiences to build further on the conversion. This clear step forward to keep users locked in.
matters for longevity, as shoppers tend to repeat their
engagement if the experience is personalized.

 
     
 
 

 
 

C RO S S I N G
ALL OVER
Another great evolution in the connected
commerce sphere are crossovers between
networks and marketplaces.
For instance, Snap made it possible for users to

try on AR-led products before checking out
directly on Amazon - offering the possibility to
showcase other similar products, while getting a
better understanding of the shopper’s interests.
Also, the (self-proclaimed) camera company is

working with a selection of brands to experiment
with AR and speech recognition tech for
engaging product and gifting recommendations.

 
 
 

 
TREND 4
DON’T BOMB
THE CARPET
B R A N D & C O M M E R C E I N T E R P L AY
It’s becoming more obvious that connected commerce should Looking at platform research, there are significant correlations
not be driven with a strictly performance mindset. between building meaningful scale, maintaining equity and
With an overabundance of choices and channels, and a driving incremental commerce value.
consumer who is harder to persuade, there’s a risk of
plateauing sales within a short timeframe and marginal gains To avoid sluggish growth of both brand and sales objectives in
over time. the long run, it will be essential to keep growing by speaking to
a pool of potential new customers through qualitative reach
A balanced approach of longer-term, upper-funnel and campaigns and enhancement strategies.
discovery-first thinking can take brands to the next level, as
against simply carpet-bombing the same audience with re-
targeted product ads. One of the main arguments here is
around continuously creating demand and pulling up
qualitative reach, as a precursor for attention.
From our experience, we notice that a performance-oriented

strategy (with a bare minimum of brandplay) is more likely to
lead to a short burst in sales, but will likely cause a fall-off in
searches and brand resonance over time.

 
 
     
 
 
 

 
 
 
AT T E N T I O N A S A K E Y M E T R I C
————————————————————————————————————————————
Let’s look at this from a concrete angle. Your brand’s ideal target
70%
has a proliferation of choices and expectations (from trials, to free
delivery, to discounts). This means that showing up in as diversified
a way as possible is essential to capturing attention.
As part of our continuous test and learn trajectory we analyze the

impact of brand building on sales, and identify the parameters that
trigger commercial uplifts (or considerable declines). Focusing on branded experiences rather than traditional social
media advertising increased ROI by 70%
A recurring observation is how a strictly product focus (and thus a
no-thrills content experience) can lead to a decrease of brand
KPIs. Going deeper into marketing mix modelling studies, we
X 10
notice that the ROI of our campaigns is usually driven by
innovative and immersive formats that capitalize on experience.
As highlighted in the other sections of this report, an AR try-on

filter or a Twitch livestream aren’t just about being hip to the game.
Leveraging those formats and placements offer valuable ammo in
the war for the users' attention.
AR formats are 10 times less expensive to generate 1 hour of
post click experiences with brand content compared to
traditional video formats

 
 
 
 

TREND 5
I C O M M E RC E :
WE SELL OR ELSE

An example of this diversified enhancement approach is

prioritizing influencer commerce (iCommerce) in the
channel mix. As platforms evolve and it's easier to shop
and scroll, the funnel as we know it will change drastically,
driven mostly by creators.
From performance-based partnerships to affiliates

supporting attribution models in the quest for influence
ROI, 2023 is set to become the year of iCommerce. Last
year, 80% of consumers made a purchase based on an
influencer recommendation and TikTok’s commerce-
focused trending hashtag, #TikTokMadeMeBuyIt, has
billions of views.
Commerce will remain a huge priority for the platform. It’s

selling products while creating an emotional connection
through unique storytelling and a personalized
experience. In line with the increasing relevance of
discovery, influencer commerce meets audiences where
they are and how they want to purchase, making it one of
the most effective ways to sell.

 
 
 

01 The emphasis for social in a wider connected commerce context is

concentrated on discovery.
02
With limited attention and decision paralysis, being explorable is
CONNECTED
key. Brands should embrace organic commerce and ways to soak
up users’ dwell time.
03
From a data POV, marketplaces are the ideal destination to close
the loop. But, also for discovery and consideration marketplaces
gain relevance.
COMMERCE
S U M M A RY
04 Brandplay and commerce need to stay interconnected. Most
commerce features on relevant social platforms allow for this.
05 Influencer-led commerce is bubbling up and on its way to become

a top pick equity and sales driver.

3
I N F LU E N C E & C R E ATO R S

With a global market share at It’s not just about the new kids on
$16.4BN in 2022, influencer the block though, fresh features
marketing is very much here to added to existing platforms also
stay. A constantly shape-shifting pave the way for new types of
channel which demands a lab influencer engagement and
mentality from brands. With content.
every new platform, a new
branch of influencer marketing is Facebook Groups, for example,
formed with unique ways to has made community
engage and reach niche engagement top of mind for this
audiences. channel. Different markets also
unlock interesting ways to make
TikTok alone has revolutionized use of platform functionalities.
the concept but other platforms So, where does it go from here?
may grow their influencer
potential this year. This section features elements
and references of Ogilvy’s
Influence Trends You Should
Care About 2023
INFLUENCE & CREATORS SOCIAL MEDIA TRENDS 2023 40

 
  
 
 
 

TREND 1
A R E VA M P E D
P L AY I N G F I E L D

TikTok will remain the key area of focus and growth The COVID-19 aftermath has also exacerbated this
for influencers/creators. The rippling effects of this with audiences open to learning new skills or
for brands has been explored in the above lenses interested in trying different things, opening the
but how is this affecting Influencers and Influencer doors for influencers with niche interests to flourish
marketing? such as architecture, urban gardening and even
renaissance art. This triggered influencers who have
Influencers have been forced to swim or get niche interests to reach, teach and engage diverse
drowned out. In the early days of influencers communities around a single topic.
marketing we predominantly saw influencers create
content around make-up tutorials or hair-care. Gaming was one of the first categories of influence
Fast-forward to 2023, and it wouldn’t be strange to to truly capitalise on a skillset. Emerging community
see an influencer doing a make-up tutorial while and influencer-sourced hashtags such as #BookTok
discussing a harrowing true-crime documentary. have completely changed the literary scene and we
The playing field became more multifaceted. foresee more industries to get a similar boost.
Audiences have also evolved from the days of the

pretty mirages of Instagram and now either want to
be educated, entertained (preferably both). The
combination of TikTok as the platform powerhouse
and Gen Z audiences have made authenticity non-
negotiable and personality a must.

  

TREND 2
THE DAWN
O F T H E C R E ATO R
Creators often have no set personal Collaborating with creators requires

relationship with their audience and freedom and trust, and involvement from
haven’t spent years meticulously building the conceptual phase of a campaign.
their communities with personal Strong narratives are key. If you want
anecdotes and raw authenticity. Instead, your content to stand out, keep it in line
they’ve built followings based on a with the creator’s narrative style, with
particular narrow skillset or content style witty and clear connections to the brand.
which means audiences are no longer
content with aspirational, well-lit mirages This is also an opportunity for brands to
of reality. make memorable, stand-alone content
which endures after the campaign has
Creator-orientated content became ended.
hugely popular in 2022, with more
brands partnering with storytellers and
visionaries to inject new energy into their
public personas. This will grow further in
2023.
Creators are specialists in their own

right, often armed with editing skills,
graphic conceptualization and
storyboarding proficiencies which can
rival that of agency creatives.

 
 
 
 

 
H O W B E ST TO W O R K
W I T H C R E ATO R S ?
• This type of collaboration requires creative freedom This dawn of the creator coincides with a slightly more
and trust. Involve creators from the conceptual phase obvious sub-trend of increasing video formats. TikTok
of a campaign to get the most authentic and inspired continues to lead the charge, but Instagram (Meta)
results. Reels, not to be outdone, are generating 67% more
engagement than standard Instagram videos.
• Strong narratives are key. If you want your content to
stand out, keep it in line with the creator’s narrative All in all, creators offer opportunities for brands to
style, with witty yet clear connections to the brand. generate fun, original content in ways many traditional
influencers simply can’t. And with a clear movement to
• This is also an opportunity for brands to partner with increase video usage, this trend is likely to expand.
creators to make memorable content that can exist
outside of the their channels (as stand-alone content
that can endure long after the campaign has ended
and the report has been submitted).

 
 

TREND 3
I N S T I T U T I O N A L LY
SPEAKING

G O I N TO T H E
POLITICAL ‘NO-GO’
Until very recently, political commentary was The key to successful institutional-based
considered taboo in the influencer marketing campaigns is steering away from outwardly polemic
sphere. This has changed dramatically with the rise views, instead raising awareness around topics (e.g.
of climate change activism, the BLM movement, suggest that people should vote, instead of telling
#MeToo and other highly polticized, organic social people who to vote for).
campaigns.
It’s also vital to collaborate with influencers who are
If influencers opt out of these conversations, Gen Z credible – they have either a demonstrable interest
audiences see that as complicity and a betrayal of in socially conscious issues or are sincere in their
their trust. The same applies to brands using these convictions.
influencers. This trend will only increase in 2023.
And, in this volatile space, be open to the criticism
Brands or governmental organisations should use and questions that will arise from campaign content
this space to communicate with audiences who are and make sure influencers are briefed effectively on
marginalized and forgotten by mainstream media how to respond.
using a micro-influence approach because people in
different socio-economic and ethnic backgrounds,
have different experiences in relation to political
institutions and messaging cannot be one size fits
all.

 
 
   
 

 
 
TREND 4
H E A LT H A N D
WELLNESS

According to a 2021 Deloitte study, trust is the main deficit Influencers are an effective and efficient vehicle to
in the pharma industry. In 2023 we expect more pharma normalize important health conversations that may be
brands to attempt to rebuild that trust by collaborating with uncomfortable to discuss, especially in certain religious or
influencers/creators in the spreading of messages around cultural communities. Merging educational and fact-based
diseases and medical issues, veering away from any information with empathy and kindness can also help,
product related information. especially when dealing with sensitive topics such as HIV.
#MedicalTikTok is home to millions of short-form health-

related videos, created by both HCPs and patients with
little brand involvement. They share knowledge and
personal journeys, forming powerful and emotive
communities.
The same regulations for brands in the industry do not

apply to individual users on these platforms, so we also see
Health Care Professionals (HCPs) contradicting each other
and unethical patient information being shared. Another
concern is that Gen Z is increasingly using social media as a
search tool (more on this in Lens 1) which can lead to
inappropriate or inaccurate information. So this is the most
opportune time for pharma companies to make their voice
heard in these spaces.

 
 

MELANOMA IGC CAMPAIGN

Ogilvy Social.Lab and MSD Belgium set out to raise awareness on melanoma with the behavior of getting one’s skin checked regularly. As well as driving the targeted
#YourSkinSharesYourLife. Based on the insight that the pandemic had led to a audience to a dedicated website to learn more. #YourSkinSharesYourLife
decrease in consideration of other diseases and the need for preventative partnered with 10 influencers who encouraged users to ask questions via the
measures, this multi-channel campaign aimed to bring back people’s attention to question sticker. In a unique partnership with medical practitioners, influencers
skin care, teaching them how to identify unusual looking spots, while reinforcing were giving answers to their followers.

TREND 5
BAND
TO G E T H E R
GOING BEYOND THE SINGULAR

The power of ‘collective influence’ for brands will This is a phenomenon also seen outside of TikTok.
increase this year. In the past, collaboration between The gaming sector has perfected the art of collective
influencers was frowned upon by many consumers as influence by creating teams based on geographic
creating inauthentic friendships in order to boost location and then having these teams compete. We also
followers. However, with the rise of Gen Z’s firm and see this as a common practice with YouTubers who
authentic tone of voice, this practice is now rising and often cross-pollinate their channels on the
increasingly unprompted. conversation-charged platform.
Functionalities on TikTok such as stitch and duet now

allow audiences and influencers to collaborate
seamlessly. Collaboration breeds diversity, reach and
creative effectiveness, as the focus is no longer on
extending reach, but creating content that is profound
and unique. Influencers are spontaneously co-creating
songs, having conversations, and as a result of these
authentic engagements, audiences are prompted to
participate,

 
   

 
01 TikTok remains the key area of focus and growth for creators.
Twitch LinkedIn, Bigo Live and Discord should gain strength.
02 From a terminology and value POV, creators are the new influencers.
INFLUENCE
03 Politics & difficult social issues are not off limits. & C R E ATO R S
S U M M A RY
04 Health and wellness companies will use influencers to (re)build trust.
05 The power of ‘collective influence’ for brands will increase.

 
 
REFERENCES&
CREDITS

REFERENCES
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trends/marketing#4pdCAMqVhbzR01xq1vAK5q warc-exclusive/the-marketers-toolkit-2023- vans-and-ogilvy-sociallab-teamed-up-with- influencers-political-campaigns next-2023-trend-report
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video/7114708991095115051 from-image-to-impact-how-brands-are- trends/ trends-and-predictions-2023
https://content-na1.emarketer.com/uk-social- creating-an-antidote-to-apathy/
https://adage.com/article/special-report- commerce-2022 https://www.statista.com/statistics/1268115/ https://www.insiderintelligence.com/content/
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balance-snapchat-ar-shopping-voice-tech/ healthcare-current-industry-trends-to-keep-in- The online references are listed per lens, Produced with AI image generators, sourced
https://www.thedrum.com/news/2022/11/11/ 637753/ mind/ although, there’s some overlap between the from published case studies, acquired from
chipotle-cmo-looks-back-one-year-the- different chapters. Aside from online source stock image banks, and licensed from
metaverse-there-s-nothing-worse-branded- https://thetomroach.com/2022/11/14/is-your- https://newsroom.snap.com/en-GB/amazon-ar- we dug into proprietary insights, conducted proprietary campaign content. In case there
content brand-stuck-on-the-performance-plateau/ shopping-experience internal brainstorm sessions and scanned are questions or concerns about the images
trade publications. Please note that some used in this report, please get in touch.
https://www.thedrum.com/news/2022/08/12/ https://www.insiderintelligence.com/content/ https://www.hootsuite.com/research/social- stats or numbers can be different over time.
how-heinz-s-agency-used-machine-learning- social-commerce-offers-promise-of-discovery- trends#67J3gYjmYRHkJcIINCFEmY Also, some platform features or formats —
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there are any questions about the content of www.ogilvy.com
https://ogilvy-sociallab-brussels.prezly.com/
https://www.ogilvy.com/ideas/ogilvy-winning- ogilvy-sociallab-and-msd-belgium-go-social- this report that can’t be tracked back in the
gen-z-how-become-brand-shares first-in-a-desire-to-raise-awareness-on-various- references, please get in touch.
diseases-such-as-melanoma-hpv-and-hiv
 
 
 
 
                      
 
 

 
 

 
 
 
 
 
 

 
 
 
 
 
 
 
 

 
 

 
 
 

 
 
 

 
 
 

 
 

CREDITS
Edited by
Dimitri Cologne
Contributors Creative team

Arnaud Vanhemelryck Jack Tanner
Awie Erasmus Mike Wills
Brad Page Salvatore Vullo
Catherine Sackville-Scott Xavier Vanderplancke
Chris Walts
François Faggianelli Executive sponsors
Jordan Pieters Rob Hill
Mateusz Wanat Yves Baudechon
Mathieu De Moor
Mathieu Gillain
Nurya Doorenbos
Pierre Quievreux
Tolga Buyukdoganay
Yannec Vermeeren

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SOCIAL MEDIA

SOCIAL MEDIA TRENDS 2023 2

LENS 2 CONNECTED COMMERCE P. 2 4

LENS 3 I N F LU E N C E & C R E ATO R S P. 3 9

SOCIAL MEDIA TRENDS 2023

SOCIAL MEDIA TRENDS 2023

CONTENT & CHANNELS SOCIAL MEDIA TRENDS 2023 5

SOCIAL MEDIA TRENDS 2023 6

TikTok is THE trend. It’s no longer ‘just having a

Many established players have copied some

The fastest growing social network in history

CONTENT & CHANNELS SOCIAL MEDIA TRENDS 2023 7

CONTENT & CHANNELS SOCIAL MEDIA TRENDS 2023 8

In line with TikTok’s growing ad business (approximately the 4th biggest

Ryanair has notoriously packaged negative passenger experiences and

CONTENT & CHANNELS SOCIAL MEDIA TRENDS 2023 9

SOCIAL MEDIA TRENDS 2023 10

CONTENT & CHANNELS SOCIAL MEDIA TRENDS 2023 11

OUT WITH UNIFORMITY

Let’s be clear. Brands should not throw away the rulebook

CONTENT & CHANNELS SOCIAL MEDIA TRENDS 2023 12

SOCIAL MEDIA TRENDS 2023 13

Whatever the output is, those consumers do expect

Delivering a conscious and memorable value exchange can

CONTENT & CHANNELS SOCIAL MEDIA TRENDS 2023 14

CONTENT & CHANNELS SOCIAL MEDIA TRENDS 2023 15

SOCIAL MEDIA TRENDS 2023 16

CONTENT & CHANNELS SOCIAL MEDIA TRENDS 2023 17

CONTENT & CHANNELS SOCIAL MEDIA TRENDS 2023 18

CONTENT & CHANNELS SOCIAL MEDIA TRENDS 2023 19

SOCIAL MEDIA TRENDS 2023 20

CONTENT & CHANNELS SOCIAL MEDIA TRENDS 2023 21

AR is a much more democratized technology which

Snapchat has been the undisputed leader in social AR

CONTENT & CHANNELS SOCIAL MEDIA TRENDS 2023 22

01 TikTok is rewriting and dictating the rulebook beyond content.

03 If attention is a key metric to monitor, offering a meaningful content-

05 Immersive formats and metaverse experiences are gaining traction.

SOCIAL MEDIA TRENDS 2023 23

SOCIAL MEDIA TRENDS 2023

CONNECTED COMMERCE SOCIAL MEDIA TRENDS 2023 25

SOCIAL MEDIA TRENDS 2023 26

2020 and 2021 saw Meta and Bytedance release

After looking at the different usage occasions, it’s

Social is the main lever to warm up audiences and

CONNECTED COMMERCE SOCIAL MEDIA TRENDS 2023 27

SOCIAL MEDIA TRENDS 2023 28

From our test and learning record, we can see an uptick

While organic commerce is an ideal basis for

Also, it's crucial to understand who you’re talking to,

O RG A N I C C O M M E RC E TikTok users. Stats like these are an opportunity and a

CONNECTED COMMERCE SOCIAL MEDIA TRENDS 2023 29

SOCIAL MEDIA TRENDS 2023 30

CONNECTED COMMERCE SOCIAL MEDIA TRENDS 2023 31

For instance, Snap made it possible for users to

Also, the (self-proclaimed) camera company is

CONNECTED COMMERCE SOCIAL MEDIA TRENDS 2023 32

SOCIAL MEDIA TRENDS 2023 33