We predicted 2023 would be a wild ride for social media, and as December comes to a close, it seems we were right.
From new communities, to novel platforms and the rise of generative AI in marketers’ day-to-day, it was a transformative year for the social landscape.
So what’s next?
Here’s our expert take on how some of the biggest developments from the past 12 months will roll into 2024 and how you can prepare.
New communities rose to the surface
What changed: This year resembled the web’s early days, with new platforms emerging, experimenting, flourishing and fading away. Meta's Threads has been fun and fascinating, offering a home for Twitfugees but also differentiating beyond news, into positivity and surprise. Lemmy developers revitalized a stagnant community protocol, learning from Reddit's mistakes while avoiding any from Meta. Mastodon grew wildly, and coalesced around industries like cybersecurity. It also totally under-reported its own size. Maybe there’s a back door after all.
The future of Bluesky remains uncertain as growth slows, risking irrelevance by exclusivity, and the passing of Pebble? I bet you barely noticed. These shifts in the social landscape are positive. The internet is fracturing and healing. And in an election year, we’ll need to get used to that.
What to do now: Keep experimenting. Remember that change is inevitable. Adapt to communities being dispersed across many new and diverse channels. Prepare to evaluate new platforms on merit, rather than novelty.
Give me ideas for my next viral social post…
What changed: A notable volume of tangible generative AI tools hit the market and a range of use cases for social media marketers emerged. Like most organizations, we experimented with platforms. Unlike many, however, we were quick to create and document guidelines. It's just the beginning.
What to do now: Test and learn is the name of the game when it comes to leveraging generative AI in social media, with an emphasis on test. Experiment with ChatGPT prompts that help spark your own creativity and take your content ideation to the next level. But, as with any new technology, there are risks — legal and contractual, copyright, ownership, ethical and quality concerns. We developed this generative AI framework to help our teams consider possible risks and guide its use here at Highwire. (You can also download your own AI Risk Map to assess the risks of using generative AI in your organization.)
LinkedIn loosened its data-sharing policies
What changed: One of the biggest surprises we saw this year was the introduction of LinkedIn data on the Newswhip platform. This is the first time in a while that LinkedIn has opened its data to external platforms. Rumor has it that other platforms might be getting similar treatment.
Look out for this data to play a larger role on demand-side and ABM platforms, and consider this could be the start of a new approach for LinkedIn. With more access we should see fresh insights that extend the impact of content strategies on the platform. Newswhip customers will be able to identify successful formats, topics and voices across LinkedIn as well as benchmark against competitors. We’re excited at the possibilities this shift enables.
What to do now: Explore Newswhip if you haven’t already to understand the new metrics and data functionality and determine how this new knowledge will enhance your strategy. In addition to LinkedIn data, the platform has insights from Reddit, X and millions of news outlets and blogs. For predictive analytics on topics that are blowing up across earned and social media, it’s hard to beat.
Lawmakers increased protections for youth online
What changed: State legislators introduced new and significant measures to protect children while using the internet and internet-based forms of communication, including and especially social media. The measures represent a major shift towards enhancing online safety and privacy for minors, addressing growing concerns about their vulnerability in the digital space. Additionally, the legislation reflects a recognition of the pivotal role of internet platforms in shaping the social and cognitive development of young users.
The legislation includes bills and resolutions that:
- Require age verification or parental consent to open social media accounts
- Add digital and media literacy courses or curriculum for K-12 students
What to do now: Embrace and integrate these legislative changes into your digital strategy. Refine target audience strategies and enhance digital literacy efforts. Proactively adapting to these changes can set a precedent in responsible online engagement that not only aligns with the new legislative environment but also demonstrates a commitment to social responsibility and the well-being of younger internet users.
Authenticity was mainstage as buzzwords turned to action
What changed: "Transparency" and "authenticity" were buzzwords for companies in 2020 and 2021, especially during the COVID pandemic and other national crises. But in 2023, we saw the talk finally turn into action as brands put them into practice with their social media strategies. There's a whole new generation of buyers and followers for brands to attract, and values like sustainability and DEI are table stakes and critical for social media success.
What to do now: Work with the right groups in your organization to make authenticity, transparency and accountability core pillars of your social media strategy. Have a clear social escalation plan so that when there are moments of crisis or when your brand should have a voice and lead with its values, you have a path to follow. Also, dedicate resources to social listening and developing social media advisories so you can stay ahead and build that trust with your audience.
Internal team members became external influencers
What changed: We’ve known for years that people trust other people more than they trust brand marketing messages, but this year, we saw companies put their money toward the concept. Major tech leaders like Cisco, Ericsson and United Airlines invested in training employees to become social media influencers.
What to do now: Tapping team members for brand advocacy benefits everything from recruitment to sales to corporate trust and reputation. Start by determining your goals. Think about the audiences you’re trying to reach and who internally is best suited to authentically reach them. Next, consider how this fits into your broader communications strategy and include it as a key activation channel. Remember that, like anything in comms, you get out what you put into it; so be sure to dedicate resources for an effective and lasting program.
Now what?
Social media moves fast, which means teams need to move even faster to stand out as trends shift. Each organization is different, but here’s one piece of universal advice: Don’t be afraid to take risks but make sure to stay true to your core brand values.
While there’s no telling what 2024 will hold, know that Highwire’s social media and PR teams are here to help — whether you have specific questions or want to discuss your ambitions and goals for next year — don’t hesitate to reach out.
