2022 has been an odd year for social media to say the very least. Even within our own newsletter, headlines questioning whether “Instagram is dying” or featuring “LinkedIn influencers” and not to mention a million updates on the “TikTok algorithm” have swarmed in.
With all the updates, it’s difficult to predict what might be coming next, but we’ll give it a shot, with some of our 2023 predictions for each of the major social apps.
Here are five of these trends, both brand-new and more enduring—that brands can add to their TikTok content lineup.
“I don’t need to BeReal" - Set to a sped up version of SWV’s Weak, users are posting 7 second clips stating “I don’t need to BeReal, I need to Be…” and finishing the phrase with humourous and relatable desires. The simple nature of the trend has inspired nearly 300,000 TikTok users to participate—including companies such as Six Flags.
Taylor Swift’s “I’m the problem, it’s me” - The American artist’s new album “Midnights” drove the internet into a frenzy when it was released last Friday—and TikTok wasn’t immune to the social media fervour. The song “Anti-Hero” has taken on a life of its own on the platform, with the lyrics “It’s me / Hi / I’m the problem, it’s me” spawning a new trend in which users joke about their flaws or behaviours using that portion of the song. The popularity of this hashtag and the simple, universal nature of the song lyrics make this trend a fun way for brands to display consumers’ passion for their products or point out the “problematic” traits of a brand mascot.
“Let me pose for you now” from Kute & Neat by Sasique - This is the catchiest clip ever and the real song itself is so danceable. Stars like Shy`girl are using it to serve looks and others are being humorous about it. @danispeaks used it to laugh at how her kids pose for photo day at school. However if your brand involves cameras or items that benefit from being photographed, this catchy 8 second number can definitely come in handy.
The reality is that bots are polluting the internet. Fake online users make up as much as 40 percent of all web traffic, according to some estimates, which is crazy.
Researchers specialising in advertising fraud describe a Kafkaesque system where businesses pay millions to advertise to bots and research their “opinions.” Yet the digital advertising industry has grown so accustomed to working with inflated numbers that few are willing to unmask the fake clicks powering large swathes of the online economy.