Social Media Trends 2023 - MarketingTrips.pdf

#SocialMediaTrends2023
how to
a disruptive consumer

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Content
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Intro
How trends are born 05
Top 10 Social Media Trends:
The cookie finally gets dunked 08
Social media will meet a new social standard 15
Decentralized social networks will be the next big thing 24
Multi-sensory social media will provide content for all 32
Social commerce will rise and fall 41
The metaverse rush will pay off 50
Predictive analytics will disrupt marketing 59
The environment will no longer be an afterthought 65
Customer experience will get even more social 74
Personas are over, you will think ‘communities’ 83
Conclusion 92
Methodology 93

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Introduction
2023 - The year when brands build
on consumer trust
The last few years have been disruptive. We’ve gone through
a pandemic, lockdowns, supply chain issues, and a cost of
living crisis. Consumers have come out of it changed.
More urgent, more demanding, more fickle, and until now,
brands have struggled to keep up.

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Introduction
2023 will disrupt all that.
Brands won’t take back control. But, they will learn to shake
up the industry by managing the symbiotic consumer/brand
relationship. Simply by being better listeners, and using more
immersive consumer insights to get closer to their
communities, with a seamless ability to quickly capitalize,
and act on them.
In the 8th edition of our report, we look at the 10 biggest
trends of 2023, and how they are driven by the needs of
consumers. Including:
• Data-backed insights on why the trends will matter in 2023
(and beyond)
• Input from global experts and industry veterans on why
these trends matter
• A combination of insights and brand actions to maximize
outcomes for consumers and brands

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Trends emerge in one of two ways.
Traditionally, a trend would rise up outside of the internet -
a news story, pop culture event, or any topic big enough to
spark global interest. Online conversations would then
bubble up around the trend, moving from offline to on,
widening its reach, and shaping it into a story that grabbed
consumer attention.
The
trend
cycle
Societal
awareness
The trend
grows offline
Media
awareness
The trend becomes
newsworthy which
drives further
growth
Social
awareness
The trend
grows online

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However, we’re now seeing a boom of trends born from
social media. Stories that have no real-world origin, but
instead come from a TikTok concept, a Twitter hashtag,
a Facebook meme, an influencer pick-up, or something else.
Once born, trends thrive. When they get big enough,
they gather news coverage, which inspires more social
coverage, and drives more mentions and awareness.
And the trend grows. For brands to make trends work for
them, they need to engage with the trend
as soon as possible.
This means listening to their community, finding those trend
sparks, and engaging in the conversation in its early stages.
Trendsetters reap the benefits.

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How trends
are born
Trend in action - Minions make money
One internet-born trend came about before the release of Universal’s
Minions 2, a trend called Gentleminions. This saw teenagers donning
suits and heading to the cinema en masse to watch the movie.
This TikTok from James Normandy engages the trend and has nearly
1 million likes and 7.4 million views. The term Gentleminions was
mentioned over 42.6K times in 2022, with 13.7 million engagements.
Universal listened and actioned the trend, referencing it on the movie’s
official social media channels, creating even more excitement for
the movie. All this energy paid off. The movie has taken over $700
million globally and set the record for the most successful ever July
4th release. By connecting with the trend online, Universal saw
genuine real-world results.
7.5M
997.4K

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Trend #1
The cookie finally
gets dunked
2023 will bring the beginning of the end for
third-party cookies, with consumers ready to
watch them crumble.
Privacy

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Privacy
What’s the trend?
2023 will finally bring the long-delayed end of third-party cookies. Almost.
Maybe. Google has once again delayed the end of cookies until 2024 to
allow testing and uptake of its Privacy Sandbox APIs.
Third-party cookies help provide more personalized experiences across
the web, leaving a trail of breadcrumbs that track the sites you visit.
While consumers are concerned about the lack of privacy these cookies
bring, 70% of advertisers feel that digital advertising overall will take a
step backward because of their removal.
The delay in their cancellation gives little respite for brands. The clock is
ticking, and new alternatives must be activated sooner rather than later.
The challenge: how will brands track conversions of their customers while
creating more personalized experiences without that knowledge?

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Privacy
Why it’s important now
Using emotion analysis from Talkwalker’s Blue Silk™ AI,
we can see that mentions of the end of third-party
cookies are on the rise, with anger around
the subject growing.
With 46% of all mentions related to privacy, we can see
that consumers are increasingly frustrated over the
issue and the delay of the inevitable solution.
Google may be slow to respond, but consumers are
wanting drastic change, and fast.
Emotions detected around mentions of third-party cookies -
Talkwalker Consumer Intelligence, Jan to July 2022

Privacy
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Web3 is coming for all of us. Loss of the ‘crumbs’ will be
great for individual data privacy and a challenge for
organizations that have relied on cookies for engagement
versus focusing on the outcome and impact of their efforts.
Brands with a SMART defined ‘why’ are already measuring
the impact of customer behavior and will continue to evolve
their tech stack with the tool(s) available. Based on the
percentage of people who understand crypto, compared to
the total online population, the democratization and
monetization of the attention economy is not in
immediate jeopardy.”
Johna Burke
Global Management
Director
AMEC
Expert opinion

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Privacy
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Transparency is and will be a
primary element in the digital world.
Regulations with GDPR or
similar laws are developing around
the world, while on the technology
side we see the demise of cookies.
More and more users are
refusing to be tracked.”
Davide Arduini
Founder & Chairman
Different
Expert opinion

Privacy
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Trend in action - Time for cookies
to DuckDuckGo
While we wait to see how Google acts on third-party
cookies, browsers that already block their
usage are on the rise. In January 2022,
the privacy-focused web browser DuckDuckGo
hit the 100 billion searches mark.
It continually markets its brand based on privacy, which
resonates strongly with consumers; privacy is mentioned
in 31% of all its social brand mentions. This tweet, which
focuses on the privacy benefits of DuckDuckGo vs
Google Chrome, had over 2.8K engagements, with the
video watched on Twitter over 190,000 times.
17 May 17 May 18 May
DUCKDUCKGO’S WATCHING YOU CAMPAIGN - VIRALITY MAP
19 May 20 May 21 May 22 May 23 May 24 May 25 May 26 May 27 May 28 May 29 May
Twitter

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Without cookies, how do you know where your consumers
are connecting with your brand? Social listening.
Social listening enables brands to detect brand mentions on
social media, blogs, forums, and across the web, to understand
public sentiment around that brand. No cookies are needed, only
publicly available data is used to provide actionable intelligence
that any business can use.
Building long-term relationships and trust as well as
intimately knowing your audience will be crucial in
a cookie-less future.
• Start by prioritizing transparency and privacy education
within your brand messaging.
• Revisit how you can leverage any first-party data
that you’re currently collecting and prioritize content
strategies that will help you continue to collect
relevant audience data.
• Use social listening to dive into consumers
interests, lifestyle, and trends that can help close
the gaps that third-party cookies will
leave in their wake.
insight to action
From

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Social media
will meet a new
social standard
Fake news may be getting cleverer,
but consumers are wising up too.
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Trend #2
Privacy

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Privacy
What’s the trend?
Not everything on the internet is real.
And now, we’re finally seeing the repercussions of that. Brands,
personalities, and even governments are having to deal with the
consequences of fake news. Meanwhile, deepfake, AI-generated
video content used to trick people into thinking certain people
engaged in activities that never actually happened - is on the rise.
With commercially available software capable of creating incredibly
believable celebrity videos, Europol is now highlighting how the
technology could be used for organized crime. Consumers need to
be able to trust the content they engage with, so expect 2023
to show an increased demand for integrity and authenticity that
brands and social media channels will have to adapt to.

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Privacy
While mentions of fake news are on a slight decline,
deepfake mentions are on the rise, more than doubling
from January 2022 to August 2022. Talkwalker’s AI-powered
Forecasting predicts a continuation of this growth in the
coming months.
Consumers believe that they’re getting savvier with internet
falsehoods, but the technology that creates them is
developing fast. 2023 will be a breaking point. Brands
and platforms will need to take action quickly or risk facing
a breaking point in the near future.
Mentions of deepfake and the reasons for conversation peaks -
Talkwalker Consumer Intelligence, Jan to Aug 2022, Forecast
until October 2022

Privacy
Digital security is becoming a value for everyone: for
consumers, who personally risk more than anyone else, for
the public administration that has to chase technology with
regulations faster and faster, and for big tech that needs to
keep business risks related to these issues low.
The role of brands in this is to play their part in keeping
awareness high and covering security issues related mostly
to their own domain (e.g., health or security for financial
instruments). Producing content and information that is
usable by users and appropriate for this purpose is no
longer optional.”
Gabriele Carrieri
Digital Manager
Servier Italia
Expert opinion
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Privacy
Our top priority is to protect YouTube’s community from
harmful content while preserving the positive power of an
open platform. This includes misinformation, hate-speech and
deepfakes. Transparency, which is a core value at Google &
YouTube, is integral to our content moderation efforts.
Our community demands it and we see it as an important part
of being trustworthy and accountable to them, which is why
we release a quarterly Community Guidelines Enforcement
Report that gives insights into the volume of flags and actions
we take on content that violates our policies, and the impact
that technology has in aiding that enforcement.”
Tarek Amin
Director of YouTube
Middle East &
North Africa
YouTube
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Expert opinion

Privacy
Most social networks have incentives to invest in fake news,
deepfakes, and cybersecurity. I also believe many social
network participants in rich countries are familiar with these
kinds of abuse (after so many years of bombardment), and
will take their own steps to protect themselves, falling for
less and less of the obvious mis/disinformation.
However, some networks, most notably TikTok, have the
opposite incentives: to destabilize governments and make
other countries less economically and politically stable.
I also don’t see strong incentives for networks like
Facebook, Instagram, WhatsApp, Twitter, and others to
improve their behavior in many countries that receive less
Western media coverage and have weaker penalties and
enforcement capabilities. What happened/is happening in
Myanmar or Russia or China is still a long-term risk.”
Rand Fishkin
Co-Founder & CEO
SparkToro
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Privacy
Social media companies
routinely capture so much data
they have been pressured to act as
sentinels, examining what passes
through their servers to detect and
prevent criminal behaviour.
They must walk the narrow line
between “freedom of speech” and
banning clearly false, antagonistic,
and dangerous commentary.”
Jonny Bentwood
Global Head of
Data & Analytics
Golin
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Expert opinion

Privacy
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Trend in action - Kendrick
Lamar faces the music20
You know a trend has hit the big time when it
edges its way into pop culture. Kendrick Lamar
used deepfakes throughout the music video for
‘The Heart Part 5’.
The video has garnered over 38 million views so
far while also showing the technology to the
general public. The most engaging social post
about the video (75.2K engagements) highlighted
the deepfake tech used, demonstrating that
consumers have an increased awareness of
the trend. The song went on to chart across
the globe.

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insight to action
From
On social media, it’s important to figure out what
information is reliable. Talkwalker helps keep your
data as clean as possible through data refinements.
Noise control cuts out spam mentions, the automated
accounts filter cuts down on bots, and the credibility filter
ensures that data from sources that generate misinformation
are kept out. There’s even a porn filter to stop anything from
popping up unexpectedly.
Depending on your product, brand mission, and past credibility,
utilize a content strategy that includes educating your audience on
how your brand protects personal information.
• Use social listening to understand how concerned your
audience is about privacy. If your audience aligns with
platform privacy concerns, consider leaving platforms
that don’t resonate.
•Vet collaborative sources (influencers, partnerships,
etc.) in the context of consumer security.
• Leverageautomatedsociallisteningalertstoflag
crises and false information related to your
brand in real time.

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Decentralized social
networks will be
the next big thing
The future of social could be run by consumers,
not big businesses.
Trend #3
Privacy

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What’s the trend?
Another growing concern around social networks is the lack of control the
individual has. Decisions on what can be published, how data is stored, what type
of censorship is put in place, etc., are determined by those that run the network.
Consumers rarely have any say.
Now we’re seeing the rise of decentralized social networks enabling more
user control.
But they’re not an easy answer. Consumers expect different levels of censorship
and free speech. Without a central force, there’s an increased risk of toxicity and
radicalization.
These startup decentralized networks may not take over in 2023, but they will cause
big players to take notice. Expect to see major social platforms tackling more of the
issues consumers raise and possibly even putting more power back into the hands
of their users.
Privacy

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Privacy
By looking at the Conversation Clusters around
decentralized networks, we can see the tech is in a
regulation stage. A large chunk of the conversation is
how decentralized networks are the next big thing, but
there’s no dominant player in the field outside of that.
Networks like LOL, Phaver, Solcial, etc., are taking a slice
of the conversation, but no one is taking over.
In 2023, expect one or two major players to take the
lead as consumers decide who will be the future
decentralized leader.
Conversation Clusters showing how conversations around
decentralized networks interconnect - Talkwalker Consumer
Intelligence, Jan to Aug 2022

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Privacy
BeReal is the ‘Anti-Instagram’ - realness instead of Insta-filter.
This is the promise of the app that more and more people are talking
about. According to Google Trends, the number of searches for
BeReal is growing steadily!
The idea of the app is quite simple: once a day, at an unspecified
time, the app asks for a photo. This must actually be taken with the
cell phone, front and rear camera trigger simultaneously, there and
then. This is how authentic impressions are supposed to be created,
a network in keyhole mode. Nice for circles of friends. But could this
also be interesting for teams that show potential applicants their
everyday work? We are currently testing this.”
Marin Majica
Chief Digital
Creative Director
ressourcenmangel
Expert opinion

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Privacy
In 2022, leading payment infrastructure
providers like Stripe and PayPal
introduced crypto options into their APIs.
We’ll now see ‘pay with crypto’ options
surface in many eShopping and social
media sites. We expect crypto-savvy
consumers to use these new options and
pay with stable coins like USDC or DAI.”
Stefan Grasmann
Managing Director Technology,
Member of the Executive Board,
Partner
Zühlke Technology Group
Expert opinion

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Privacy
With the increasing importance of
privacy and data security, decentralized
networks seem to be gaining in
importance. So far, however, networks
have won through innovative functionality
rather than ‘common sense’ aspects.
Whether decentralized networks win in
the end will therefore also depend on
the ‘fun factor’ and not exclusively on
common sense reasons.”
Susanna Gebauer
Writer, Marketer,
Co-Founder
Susannagebauer.com
Expert opinion

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Privacy
Trend in action - Will blockchain &
NFTs disrupt social media?
There’s no lack of conversation around the world’s
biggest decentralized social networks. Players such as
Mastodon and Steemit have millions of registered users
and generated a combined 385K mentions between
January and August 2022 – a 43% increase compared to
the previous six months.
Steemit is a particularly interesting example, as it
combines its decentralized model and the decision
to reward content creation and curation through
its very own cryptocurrency (STEEM), which
can be traded on crypto exchange platforms
such as Binance.
Comparison of mentions of Mastodon and Steemit - Talkwalker
Consumer Intelligence, Jan to Aug 2022

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insight to action
From
When it comes to knowing what’s upsetting
your consumers, alerts are key. Alerts can
be set up to highlight any new issue
being discussed around your brand
and delivered directly to the person
who will resolve it. Often, brand
crises aren’t helped by a delayed
response. Alerts can help you
become aware of a problem
in real time, allowing you to
react fast.
As audiences migrate to test new platforms, there is
opportunity for brands to do the same.
Even if the platform isn’t a long-term bet, initial exposure may
be rewarding. A partnership with a power user or surprise
and delight activations are examples of how a brand can
join an emerging platform. As people seek private platforms
to connect with personal and topic-based communities,
understanding how your audience interacts with them is key.

Multi-sensory social media
will provide content for all
The coming years will mean making content for all.
And that means formats to suit all the senses.
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Creativity
T end #4

Privacy
What’s the trend?
Each year, there’s a new format trend predicted, such as short-form video or
social audio. In truth, no one format will ever reign supreme in the long term.
As we move closer to an ‘internet of senses’ (one that incorporates
technology to create digital sensory experiences), the trend will be to have
a true multi-channel, multi-format approach. Not just to stimulate consumers
in new and interactive ways, but also to create a more accessible experience
that provides content formats your audience demands.
Brands will invest further in bringing sensory elements to digital experience,
from gamification to fully immersive digital malls, which 45% of consumers
expect to be mainstream by 2030.
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Creativity

Looking at the sentiment of the discussions around
different content types, there’s no more love or hate
for any particular format or the other. Over time, the
net sentiment peaks and troughs, showing that no one
format is better than another.
This plateau will lead to brands looking for innovation,
trying to find a new and unexpected format to connect
with consumers. And with the growth of the metaverse,
2023 will open up these opportunities and accelerate our
journey to the internet of senses.
Net sentiment of popular content formats over time -
Talkwalker Consumer Intelligence, Jan to Jul 2022
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Creativity

With podcasting and online listening growing at breakneck speeds,
the social networks are not missing out on the opportunity to tap
into this content format. In 2022, 73% of the U.S. population aged 12+
say they listened to online audio in the last month (Edison Study: The
Infinite Dial).
YouTube and Twitter are introducing podcasting pages, while
Facebook and LinkedIn have audio rooms, and Twitter has live audio
in the form of Spaces.
The growing consumption of online audio using Smart Speakers is
another reason social networks are leaning into social audio. Social
media marketers should consider repurposing their podcasts for
social audio and even teasing episodes on TikTok.
Audio is a very accessible content format and is easy to
repurpose. Don’t miss the social audio boat in 2023!”
Joanne Sweeney
Founder & CEO
Digital Training Institute
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Creativity
Expert opinion

As platforms and formats proliferate, it’ll be
interesting to see how brand and social teams
can find a balance between building platform-
first and scaling effectively. We may see, for
example, that short-form video can scale across
platforms… or that it can’t and teams will have to
create more assets than ever before. Ultimately,
I think brands will narrow down the number of
platforms they invest meaningfully in…
and I believe the first casualty of this shift will
be Facebook.”
Samit Malkani
Group Marketing Creative Manager -
Brand, India & Southeast Asia
Google
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Creativity
Expert opinion

Social media platforms leave clues... And when every social media
platform is leaving the same clue, Marketers should really take note.
What’s the one clue they are all leaving us? Make vertical videos!
Think about it… Instagram has just made every video you post on the
platform display as a Reel (vertical video). YouTube is heavily pushing
YouTube Shorts (vertical video). TikTok (one of the fastest growing
social platforms right now) is a platform solely built for vertical video.
LinkedIn is even suggesting advertisers create vertical videos to get
better results from their paid ads. The list goes on…
We’re now operating a ‘vertical video first’ approach & the data
shows that it’s the right one. In the last 30 days, this one change we
made to our videos has increased views by 507% & watch time by
319%. We’ve released a podcast all about vertical video
to share how you can implement this approach.”
Dan Knowlton
Co-Founder & CMO
Knowlton
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Creativity
Expert opinion

Social media has evolved to become very integral to a
person’s life. Like with food, consumers expect social media
to appeal to multiple senses and almost be umami - useful,
entertaining, visual, and experienced in different forms.
A brand needs to cater to multiple needs of a consumer in
order to stay relevant today. With attention span reducing
to 4 seconds, communicating purposefully in more ways
than one is a challenging yet essential task. Whichever
stage consumers are at in their journey, brands will need to
relate to them specifically in the format of their choice.”
Smita Murarka
Chief Marketing Officer -
Corporate & Brands, Digital
Duroflex
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Creativity

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Trend in action - The sweet smell of soup20
While the internet isn’t built for multisensory experiences yet, we’re
already seeing brands develop online success from real-world
sensory campaigns.
In January 2021, Campbell’s teamed up with CAMP to create two
scented candles; tomato soup & grilled cheese, and chicken noodle
soup. These limited edition candles not only played with the senses
but also people’s nostalgia, as they captured the scents of winter.
The campaign was a quick success, selling out online within a day
of release, while also delivering significant online mentions. This
Instagram post received over 2,200 engagements, while news and
blogs picked up the story, with an additional 7,600 engagements
for the campaign. Delivering content designed exclusively for the
consumer, even while somewhat quirky, drives results.
Creativity

insight to action
From
Until Talkwalker releases scent detection
(circa 2027), you can use image recognition,
video recognition, and podcast monitoring to
understand how your brand is mentioned
across multimedia. By understanding
these mentions, you get a clearer
picture of how consumers interact
with your brand day-to-day while
identifying visual and
audio trends impacting
your industry.
As we dream about what’s next, focusing on how your
brand can apply insights around media consumption along
with platform best practices will help you connect in a more
tailored way. Think about utilizing lower-production-value
TikTok videos that incorporate details like captions or voice
overs in a unique way. Or lean into voice/sound-driven content
given the rise of audio-only platforms and podcasts.
Taking a test and learn approach we’ll help your brand iterate
faster and create content that reaches your audience in
new, relevant ways. 40
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Trend #5
Social commerce will
rise and fall
Social shopping means easy eCommerce.
But not everyone is buying it, yet.
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Creativity

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What’s the trend?
Much like influencer marketing a few years ago, social commerce is still
finding its feet. In some regions, such as China, 49.5% of social media users
have made a social purchase, compared to 44% in the US. Social commerce
in China is estimated to be responsible for around 14.3% of all eCommerce in
2023, compared to just 4.9% in the US.
There is huge potential for growth, and with the increase in post-pandemic
digital growth, and the rising cost of living driving increased demand
for affordability, consumers will be more willing to explore new
shopping channels.
Creativity

The trend fluctuates by platform and region. TikTok
has abandoned plans to roll out live eCommerce in
Europe and the US, as it focuses on its UK expansion.
Meanwhile, Meta has launched the Meta Avatars Store to
encourage digital sales.
Looking at mentions of social commerce, the US is
showing the largest room for growth, with a large
increase in conversations. While Facebook is the leading
platform linked to the social shopping trend.
There’s definitely room for brands to expand their social
selling capabilities in 2023, but they need to consider
their market and platform carefully.
Mentions of social commerce by region (top) and platform (bottom) -
Talkwalker Consumer Intelligence, Jan to Jul 2022
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Creativity

The online shopping experience is poised to exceed the
physical shopping experience. By using communications
technology through social and messaging platforms,
online retailers are breaking through the bricks and mortar
and directly connecting with customers (both reactively
and proactively) and, in doing so, moving past the one-
time transactions to two-way conversations and ongoing
engagement for more meaningful relationships.”
Betsy Morse Rohtbart
Vice President,
Global Web & Ecommerce
Vonage
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Expert opinion

The way consumers are purchasing is constantly developing
and has changed massively over the past three years. The
pandemic sent shockwaves through most industries but in
fashion and eCommerce particularly it changed the way we
shop and for a time what we shopped.
The growth of TikTok has led consumers to be influenced by
even more micro-influencers and everyday people. We’ve
seen TikTok strategies become crucial to help drive sales
for our clients However these perform best when teamed
with other strategies such as SEO and PR.”
Will Hobson
PR Director
Rise at Seven
Expert opinion
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Creativity

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Our latest data reveals that consumers in APAC
(with consumers in Indonesia and Thailand leading the way)
are most likely to say offers via social media led them to direct
purchase of a product – more so than any other form of
brand communications.
A YouGov study also found that interacting with social media
is the second-most popular media activity for people in
the region.
Among today’s digital natives, social platforms have proven to
hold both attention and influence. Brands need to engage on
these platforms with messages that resonate, which
can be achieved with a proper understanding of target
audiences’ psyches.”
Ervin Ha
Head of Commercial,
Asia Pacific
YouGov
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Creativity
Expert opinion

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Social commerce is a democratizing force for consumers
and small businesses and has profound implications for
marketers. 2 billion people purchased on social platforms
last year and this is growing 3x faster than traditional
eCommerce.
The journey is led by spontaneous discovery and inspiration,
not the traditional path. Trusted, seamless payments are
critical to the experience.”
Cheryl Guerin
Executive Vice President Global
Brand Strategy & Innovation
Mastercard
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Creativity
Expert opinion

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Trend in action -
John Lewis brings shopping to life
UK home retailer John Lewis takes communities one step
further. Sharing content inspiration from employees and
customers, and then making the content actionable within
the Facebook platform.
Not only does this bring products to life, revealing them
within the home, and create a more humanistic connection,
but it also simplifies the consumer buying process. If you like
the look, you can buy it with a few clicks.
The brand has said it will continue investing in digital
services in the coming years, so expect more success from
this type of campaign in 2023.
Creativity

insight to action
From
Conversation Clusters are the fastest way to
obtain deep insights through automated data
segmentation. You can quickly discover key
conversation drivers within a topic, such as
social commerce, to identify what consumers are
discussing, and find new opportunities within the
market first.
If your audience is on platforms where social selling is a
priority, like Pinterest, WhatsApp, and YouTube, test the
shopping experience for an upcoming campaign or offering.
Evaluate your customers’ buying trends alongside product
conversation using social listening and content performance.
Lead with those products to test and learn. Leverage
social listening to identify micro-influencer partnerships to
test social commerce in niche communities. For example,
Shopify launched Collabs, allowing creators to partner with
independent businesses within the platform.
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Trend #6
The metaverse rush will pay off
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The race to the metaverse is on. The coming years will
reveal who’s going to lead, and who’ll drop out.
Technology
Tend #6

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Technology
What’s the trend?
The concept of the metaverse – a mix of digital, augmented, and real-world
realities – started making news last year. Now, it’s a trend everyone wants to
be a part of.
Facebook is doubling down on its Meta rebrand, while tech leaders like Microsoft
and Tencent are starting to reveal their own metaverse concepts.
With a potential market of $800 billion, expect even more players to join the contest
in the coming months. However, the concept is entering a critical time, potentially
facing a format war. Much like VHS vs. Betamax, or Blu-Ray vs. HD DVD, some
metaverses will start to thrive, while others are quickly abandoned.
The metaverses that win or lose will be decided by consumers, and whether they
feel these new realities connect with their real-world needs.

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Monthly conversations around the metaverse peaked in
January 2021, with a significant increase year on year.
Conversation levels do appear to be forming a new level,
which is supported by our 3-month Forecast.
So, for now, things have calmed a little. But any new
metaverse announcements cause a new wave of
mentions, so this could be the eye of the storm. 2023
could be the year our first metaverse is fully realized, and
brands must act now to be ready to get on board.
Mentions of metaverses over time - Talkwalker Consumer
Intelligence, Jan to Aug 2022, Forecast until October 2022
Technology

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Think of the metaverse as the intersection of a few trends. Immersive
reality, Web3, which covers digital assets via NFTs and blockchain,
and most importantly, gaming – the first metaverse showcase
combining these trends. We see consumers immersed in 3D worlds,
represented by avatars dressed in bespoke gear, spending virtual
currency.
This space demands a new approach from brands – non-interruptive
ads, co-creation, and value exchanges are key. The metaverse is not
when everyone puts on their VR goggles – this will never happen.
It’s when our virtual lives begin to overtake our physical lives in
importance. We call this the Play Economy.”
Tom Simpson
Board Member,
MMA APAC
Expert opinion
Technology

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We are just getting to know all our
alternatives and possibilities in the
metaverse. I think 2023 will still be a year
of exploration, where many brands will
dare to continue exploring and finding
ways to join us. The biggest challenge
will be finding ways to add value to this
platform and not upload us just because
everyone else is doing it.”
Rebeca Ricoy Paramo
Regional Marketing Director
Duolingo
Expert opinion
Technology

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In 2022, the word ‘metaverse’ became a staple in
the marketing dictionary with many brands exploring
possibilities in the space. While still at a nascent stage,
we think that the arena will only grow and mature over
time as brands find their footing around it.
No doubt, there are still many unanswered questions
around measurement metrics and engagement in
the space, but forward thinking brands with their
eye on the future are already experimenting and
finding their ground in the space so as to have first
mover advantage.”
Rezwana Manjur
Editor-In-Chief
MARKETING-INTERACTIVE
Expert opinion
Technology

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As humans we have always longed for
connection, whether with our loved ones or
at work. So far connections were built around
documenting and sharing our experience as
images or videos, but with the metaverse
we can create and live shared experiences
where we are fully immersed, connected, and
beyond the physical limitations.”
Neeraj Gulati
Partner
Accenture Song
Expert opinion
Technology

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Trend in action - Dubai into
the metaverse
It’s not only businesses investing in the metaverse. Cities are too.
As a technical leader, Dubai has already recognized the value the metaverse
can deliver for the future, launching its Dubai metaverse Strategy in July
2022. This forward-thinking strategy is positioning the emirate’s focus
on the metaverse to ensure they’re a key player in this rising tech - both
economically and with employment opportunities In 2022, Dubai was
mentioned alongside the metaverse 240k times, with this one tweet
receiving over 7.4k engagements since its launch.
As pioneers, expect Dubai to have a critical say in the future of the
metaverse in the years to come.
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insight to action
From
When it comes to launching new technology,
it’s not about who shouts the loudest but
who gets the most love. Sentiment analysis
enables brands to understand exactly what
consumers think about each metaverse
concept, helping them to identify
which ones are most relevant to
their audience and where they
should invest in building
consumer connections.
Before joining the metaverse, ask: Is this the right space for
my brand right now? What is my primary use case? Do I have
resources for long-term involvement?
What we’ve learned on social and Khoros Communities translates to
how brands should think about the metaverse:
• Driving authenticity and ownership through user-generated content
• Brand love through community engagement, rewards, and recognition
• Surprising & delighting through activations and events
• Partnering with creators to develop content and experiences that
resonate with your audience
• Brand reputation management and monitoring

Predictive analytics will
disrupt marketing
Predictive analytics has been making waves across
other industries. Now we foresee it disrupting marketing.
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Trend #7
Technology

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What’s the trend?
Predictive analytics isn’t new. It’s been used in underwriting and credit
scoring for several years, using existing big data to predict potential future
outcomes.
We’ll see more marketing and social media professionals start to integrate
predictive analytics into their processes. Social listening can quickly and
easily provide the big data needed, and now we’ll see the AI capabilities
catch up to provide accurate and valuable predictions.
The capability brings so much potential, with the ability to look into the
future of a trend, topic, or campaign and understand how it will adapt in the
coming months. Yet, only 42% of marketers say they have predictive analytics
capabilities. Expect this to change in 2023.
Technology

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.
7% of conversations around the topic include the
keyword future, but if you want to be a trendsetter, you
need to realize the future is now. Expect more leading
brands to make the most of predictive analysis to
forecast the next big industry trends.
Keywords mentioned by marketing professionals about predictive
analytics - Talkwalker Consumer Intelligence, Jan to Aug 2022
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Technology

How many times as marketers have we wished for a crystal
ball to peer into the future to ensure success? Well, that’s
exactly what predictive analytics has begun to do. Marketers
have worked tirelessly to understand past performance in
an attempt to better plan for tomorrow by piecing together
historical data, reviewing articles/news, and manually coming
to some conclusion.
Predictive analytics finally uses the power of AI to
automate this, at scale, with the most reliable industry
data, and in real time. It might seem like a pipedream,
but predictive is already used in everything from
insurance to shipping. 2023 will be when
marketers get to join in the fun.”
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Technology
David Low
CMO
Talkwalker
Expert opinion

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Trend in action -
‘Deliverring’ better customer service
Predictive analytics may be new in marketing, but it’s
already a valuable data analysis technique used in a wide
variety of industries.
Deliverr was a logistics startup that used predictive
analytics to anticipate consumer demands, enabling the
company to pre-position items close to geographical areas
of anticipated need. This capability is highly valuable. Worth
$2.1 billion to Shopify, when it bought Deliverr in May 2022.
eCommerce isn’t the only industry that predictive analytics
is shaking up, and in 2023, we will see it start to make a big
impact on social media marketing.
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insight to action
From
Talkwalker is already ahead of the game when
it comes to predictive analytics. In 2022, we
launched Forecasting, allowing brands to predict
how a conversation will evolve in the coming
months through the AI analysis of historical data.
By using Forecasting, brands can get a better
idea of the next big trend within their industry
and those that will dissolve over time.
Even if predictive analytics is new to your brand,
there is a ton of opportunity to start small. It’s easy
to get overwhelmed, so start with the question
you’re looking to answer and build from there.
Once you nail down your question, use social
listening data or CRM data to build a story around
your audience’s needs or behaviors. Benchmarking
this data will help your team identify patterns over
time as well as anticipate audience needs that
drive ROI. 64
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The environment will no
longer be an afterthought
Enough words. Consumers and brands will finally come together
for impactful environmental change.
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Trend #8
Community

What’s the trend?
With rising awareness of rising global temperatures, and consumers now facing the direct
repercussions of climate change, there is a genuine concern for humanity’s impact on our
planet. And every brand needs to make a concerted effort to make a difference.
There is a growing sense of urgency to the conversation, as consumers don’t want to
hear buzzwords like sustainability, green, or net zero. Instead, they need action that
makes a genuine difference to the situation, with around 82% of consumers wanting
companies to put people and the planet before profit.
In the coming year, we expect disruptor brands focused on sustainability to take larger
bites of their market. Savvier consumers will also interrogate ecological claims, leading to
more backlash against potential greenwashing claims.
Community
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Community
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Key phrases around sustainability by brands (top) and consumers
(bottom) - Talkwalker Consumer Intelligence, Jan to Aug 2022
When it comes to sustainability, we’re starting to speak
the same language. These two word clouds compare the
keywords consumers and brands are using around the
topic, and it’s easy to see a significant crossover.
This unified vision shows a true drive from both sides,
and we should expect to see genuine brand impact on
climate change and global warming. If 2022 was
a wake-up call, 2023 will be the year the world finally
takes action.
.

Chasing trends is something instinctive, and there are many
brands chasing this kind of perspective.
However, the challenge for sustainability and inclusiveness,
as for all social issues, is to be able to incorporate these
themes not simply into communications to position
oneself, but into one’s corporate culture, so that it
becomes authentic and effective in terms of marketing
and value proposition.
In this way, brand marketing can make itself coherent and
integrated to the overall identity, and not simply a matter
of circumstance.”
Marco Onorato
Co-Founder & CE,
Marketing Espresso
Expert opinion
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Community

Companies’ success will depend on
having a defined purpose, consistent
and clear across all communication
channels to create a connection
with their audiences. It must ensure
a balance between financial growth,
respect for the environment, and the
social well-being of the communities
in which they operate.”
Rosalva Rivera
Marketing Director
Mexico & Latam
UPS
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Community
Expert opinion

The increasing focus on the three core aspects of
sustainability - ecology, economy, and social issues - in
social media fundamentally reflects society’s increased
awareness of this topic. This development is to be
welcomed without any hesitation.
Net zero is more than just a buzzword: climate neutrality
is the standard by which every company will have to be
measured in the future. We experience the effects of this
in the behavior of our consumers on a daily basis: we
are confronted more and more frequently with questions
about the carbon footprint of our projects and financial
activities, and with good reason. We see this increased
interest as an opportunity to take on board new impulses
and communicate our work as a digital transformation and
development bank.”
Sebastian Macan
Communications Manager
KfW
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As more Millennials, Gen Z, and Gen A bring their values-
driven expectations to the brands they interact with, the
success (or failure) of these organisations will increasingly
hinge upon their integrity.
Whatever the industry, if brands want to capture the
imaginations and purchasing power of this cohort, they will
have to demonstrate that they can uphold what I call the
Four Cs: commitment to a set of values or ethical principles;
congruence in word and deed; consistency of ethical
behaviours over time; and coherence in intention and action
(doing the right thing for the right reasons, and not just
because it looks good).”
Nathalie Nahai
Best-selling Author and
Podcast Host
The Hive Podcast
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Trend in action -
‘Who Gives a Crap’ is on a roll
Some up-and-coming companies have the environment baked into
their DNA. Who Gives a Crap is a 100% recycled toilet paper startup
that gives back 50% of its profits to fund sanitation solutions.
Its popularity had been steadily increasing since its creation in 2012,
thanks to its impertinent tone on social, fun product packaging, and
speedy delivery model, but the pandemic accelerated that trend.
The Australian company now ships its colorful paper products
to over 40 countries, raised $41.5 million in capital in 2021, and
generates remarkable consumer engagement, with the majority of its
4000+ yearly mentions originating organically from Twitter, Instagram,
and TikTok - including in reviews of hospitality experiences!
Community

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insight to action
From
To understand these massive global trends, you
need data. A lot of data. That’s why Talkwalker
offers so much. With social media sites, including
Twitter Firehose, Facebook, Instagram, Weibo,
WeChat. Plus blogs, forums, news sites, and more
from across the internet. Along with the capability
to add 1st party data into the mix, wherever your
consumers are discussing these big topics,
we’re listening.
If you are exploring brand messaging around
environmental or social issues, your brand must have
credibility to back it up. If your brand does not have
a history of social responsibility, start making changes
internally and get results before creating a campaign.
To prepare for a social responsibility campaign on
social, be ready for backlash by having a FAQ doc for
your community managers to reference. Knowing how
and when to react will make your audience feel heard
while answering their questions.
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Customer experience will
get even more social
Social media will be the go to place to connect
with your customers.
Trend #9
Community

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What’s the trend?
75% of consumers say the pandemic has driven long-term changes in their behaviors
and preferences, one of which is a bigger focus on urgency. Time is more precious,
and nobody wants to waste it - even when it comes to brand interactions. The rise
of instant deliveries from companies like Gopuff demonstrates this - the disruptive
consumer wants things now.
The new challenge is that many brands are struggling to provide instant products.
Many industries, such as automotive, are suffering from supply chain issues, causing
significant frustrations for customers.
Brands must prioritize customer experience instead. Providing support, information,
or solutions as fast as possible is the answer, with social media enabling brands to
accelerate their response times.
In 2023, expect more brands to create dedicated in-channel social media support
channels, enabling a fast, efficient response no matter which platform consumers
use to get in touch.
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While customer service requests on social media remain
stable, these types of posts are seeing higher engagement.
When people post complaints, these posts are resonating
more within their communities, which signifies the larger
customer base has similar issues or questions.
To help prevent any of these engaging complaints from
becoming a crisis, brands will become more proactive,
sourcing and resolving these large-scale problems before
they blow up. There is one guiding light. When you look
at the sentiment drivers around customer service, direct
message and kindly send are the only phrases driving
positive sentiment.
When consumers have direct contact or connection with a
brand, it’s almost always seen in a positive way. No matter
how that conversation started.
Sentiment analysis of key phrases related to customer service -
Talkwalker Consumer Intelligence, Jan to Aug 2022
Community

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Never has a smooth collaboration between Social Media and
Customer Experience teams been more important. Workflows
between customer support agents, social media managers, and
CX experts need to be 100% defined and adhered to - otherwise
unhappy users will pile up and make themselves heard, leading to
deteriorating brand perception.
The same applies the other way around: brand promoters who
are not being treated the way they deserve, or who are not being
given any air time, are a lost opportunity for any brand to shine in
moments when it matters most.”
Daniel Nuss
Marketing Director
Aramex
Expert opinion
Community

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Volkswagen is famously ‘the people’s car’ so putting
our customers first drives our marketing strategy and
even more so on social media. Social media for us is a
two-way street, yes it’s an important channel in terms of
advertising but it has to be more than just advertising, it’s
also a channel where our customers can engage with us
as a brand – whether this includes making it easy to book
a test drive through chat functionalities, highlighting
existing customers through UGC, or showcasing the
potential lifestyle customers can unlock when they are
behind the wheel of a Volkswagen.”
Anja Petrovski
Marketing and PR Director
Volkswagen
Expert opinion
Community

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Today, customer-to-brand communication (through social media,
primarily) is neither new nor unexpected. For many global brands,
there is little distinction between a “regular” or “real-world”
customer and a “social media audience” – they are often one and
the same.
However, their attention is also unevenly distributed across their
individual channel touchpoints or ecosystems. Therefore, brands are
– or should be – constantly testing (and, hopefully, learning on) new
channels and digital spaces where the connected customer lives.”
Jason Cruz
Head of Global Content Strategy (SEM)
Shell
Expert opinion
Community

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In all areas of the world, the influencer economy is taking precedence as the premier form of
communication with customers.
We are seeing long-format content productions taking a back seat to the vast number of
short-form content creators who are captivating audiences for longer periods of time, and this
means a major shift in relationships between brands and audiences.
Simply put, eyeballs are now squarely pointed in the direction of social media channels, and
the trend continues to accelerate post 2021 when TikTok became the most widely downloaded
mobile application on Earth.
This means that brands everywhere are wise to incorporate social media channels and
short-form content as a primary customer experience - especially at acquisition and
retention touchpoints.”
Dennis Wakabayashi
Global Voice of CX
Team Wakabayashi
Expert opinion
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Trend in action - Starbucks stirs up
genuine connections
Offering a great customer experience doesn’t mean driving huge
engagement numbers. It’s about making personal connections and
changing customers’ lives one step at a time.
The initial comment from this customer could easily have been ignored by
Starbucks. But by connecting, offering help, highlighting a brand feature,
and improving accessibility, it’s boosted that brand connection.
And since the whole conversation was held publicly on Twitter,
all consumers can follow the interaction, and see real customer experience
in action. Expect more brands to follow suit in 2023, with more 121
brand-consumer connections.
Community

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insight to action
From
Reviews are another interaction point for customers.
They provide an opportunity for consumers to raise issues
with a brand or highlight things people love. Talkwalker’s review
data provides brands with a view of their reviews across the web.
Many of which can be engaged with and reacted to from within the
platform. A timely thanks or acknowledgment of an issue can go a long
way to boosting the quality of your customer experience.
As your brand adjusts to meet this demand, consider a brand love
approach on social media. This shifts strategy from a passive
reaction to a mission rooted in active social engagement.
Revisit your social feed through the brand love lens. If
your brand is suffering from shipping delays, seek out
opportunities to keep hype high and provide value-
add content to jumpstart their experience. Like
the Starbucks example, consider how your team
can seek out response opportunities that
not only provide customer service but build
customers for life.

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Community
Trend #10
Personas are over, you will
think ‘communities’
2023 will mean more community building, creating more loyal,
engaged, and connected consumers.

What’s the trend?
The pandemic and its aftermath left behind a very different breed of consumer. One rapidly
adapting, with a new range of interests and drivers. Persona marketing will no longer work,
as consumers are now too changeable to pin down.
So in 2023, brands will move further away from personas and target their broader brand
communities. They will focus on gaining a deeper knowledge of their consumer ecosystems,
with a need to understand exactly who is driving and sharing brand-focused conversations.
Influencers of all sizes, employee advocates, and even average consumers will be engaged
within brand communities to generate authentic connections and consumer-led content.
Private social media platforms like Discord, Signal, and Geneva will enable this, with genuine
connections instead of streams of content. 9.2% of Americans now use Discord at least once
per week, so there’s demonstrated community demand.
With 66% of brand communities saying that their community has led to increased loyalty, it’s no
wonder more brands want to boost their closeness to their consumers when spending power
is spread thinner.
Community
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Community
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Alternative platforms mentioned by community leaders and
influencers - Talkwalker Consumer Intelligence, Jan to Aug 2022
COMMUNITIES - SHARE OF ALTERNATIVE PLATFORMS
TWITCH FACEBOOK GROUPS
TELEGRAM
DISCORD YOUTUBE MEMBERS ONLY
PATREON
While influencers still get started on the most popular
social media platforms (TikTok, Instagram, Facebook,
Twitter), we see a growing number of calls from these
public figures to join private communities on alternative
platforms such as Discord or Telegram to create closer
connections with their audience. In these spaces, it’s
less about the influencer broadcasting content, and more
about the exchange between all community members.
2023 will be the year that brands start to understand
these community ecosystems to create more organic
relationships and connections.
.

Over the past few years, we’ve seen the advertising
industry as a whole move from talking at their consumers
to talking with them. Creators and creator marketing have
played a huge role in this move, and the way advertisers
navigate their relationship with their consumer base.
Meanwhile, TikTok has changed our perception of the way
advertisers should understand their audiences; moving
away from demographics and towards values, interests, and
mindset. As of 2023, consumers have thus been reimagined
as communities; groups who should be understood, and
advertised to, based on a more human, modern frame, and
it will be advertisers who take this approach, who win in
the coming year.”
Ben Jeffries
CEO
Influencer
Expert opinion
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Community

Brands are strengthening their
communities to build better
connections, and edge further away
from the ‘hard sell.’
Influencers, content creators, even
employees, are being tapped into to
create rawer, more genuine interactions,
with more localized and audience-
personalized content
and experiences.”
Parry Headrick
Communications Manager
Crackle PR
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Communities, rather than technologies, are the heart and
spirit of the metaverse.
To win over consumers in the metaverse, global brands
will have to create better fan experiences by telling stories
together. This means co-creating heartfelt experiences with
their consumers, and sharing the ownership of the brand in
a meaningful manner.
In the open metaverse, users are free to participate in more
than one community. This makes it imperative for brands to
play the long game by inspiring community members, and
enabling authentic connections.”
Soh Wan Wei
CEO & Founder
IKIGUIDE Metaverse Collective
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More and more brands will hire
content creators in-house who: 1. have
built-in audiences, 2. have audience
+ platform expertise. These content
creators will become the faces of
the brands they represent, especially
in B2B. People trust people more
than companies. Expertise is key to
building trust with your audience.
Investment in creators will need to
continue to grow.”
Daniel Murray
Head of Media and Founder
Sales Impact Academy
WorkWeek and Marketing Millennials
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Community
Expert opinion

Trend in action -
Jimuine community connection
Jimmy Kim, AKA, DeadlyJimmy is a popular content creator from South
Korea. Originally, he focused on gaming content but has now launched a
more community-focused channel - Jimmy Kim - which has already accrued
31.2K subscribers.
He often posts videos where he reviews food at convenience stores.
He’s also cross-communities, using Twitch to show his 96.5K followers the
best nightlife and street food spots as live streams in the “Just Chatting”
category, with content often showing him just walking or driving around, or
even going on dates.
The type of content disruption that consumers are engaging with is
changing. They want to see the reality of the world, with behind the scenes
peeks, or chances to see alternative lives being led. Much of this
community content can be rough around the edges, but
it’s genuine, and that’s what consumers want.
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insight to action
From
Talkwalker’s Influencer Network allows brands to
identify the key players within their community.
That includes those that create original branded
content and those that are amplifying it for others.
You can also pinpoint the hashtags used within
the community, which can be used for more
focused campaign optimization.
Take stock of your current community, stakeholders
and those you may not have considered as
contributors to your brand. Observe how these
communities are already showing up! Next, identify
the most engaged players and gather conversation
themes. As your community starts taking shape,
remember the most successful community
partnerships are rooted in creating equitable space for
communities to share their ideas. Brands who not only
recognize the ingenuity of communities but who also
find ways to reward them for their contributions
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Conclusion
For the coming year, keep one thing in mind before you engage in any brand action.
What does your disruptive consumer want?
Put your consumer first, and prioritize their needs, to have a sharper edge.
Able to predict ever changing demands, and ensuring your brand is a critical part of
consumer conversations.
We have a real opportunity to listen harder, work better, and take more insightful actions.
Start with your consumer, and you’ll end with success.

Methodology
This report uses insights identified using Talkwalker’s Consumer Intelligence platform.
To ensure relevancy, most examples and visualizations used data from January to August 2022,
although additional data may have been used in some circumstances. Mentions of topics were
gathered from a variety of media, including news sites, social media channels, blogs, and forums.
Sentiment analysis is performed with an average of up to 90% accuracy, with the ability to detect
sarcasm and ironic comments. Images are compared to a database of over 30,000 brand logos to
help identify brands on social media and video.
Queries were used to identify the topics discussed. In some cases, these may have been improved
using Boolean operators to help remove false positives.
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