Downfall of BeReal and Twitter...🔮


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Which apps will survive 2023? Experts predict the downfall of BeReal and Twitter...

This year has been a big one for social media apps, with Elon Musk taking over Twitter, and many deciding to show their true selves on BeReal.

But as quickly as fads can grow, they can also disappear - as has been seen with the relatively short-lived apps Vine and Google+.

Tech experts exclusively reveal which apps they think are going to survive 2023, and which won't.

Twitter - Musk's takeover and the ensuing 'turbulence' may spell the end for the app. Many of Musk's amendments to the platform, as well as his rhetoric, have been met with a negative reaction and it is predicted that the platform will slide down the popularity rankings in 2023. Without significant subscription revenue, there is a good chance Twitter will not survive the upcoming economic downturn.

BeReal - TikTok has already implemented a 'TikTok Now' feature that is a replica of the BeReal feature. Instagram is also launching a feature called 'Candid,' which is a replica of BeReal. 'I think it will continue to grow, but they will have to find a way to monetise it,' says Meg Coffey, founder of marketing agency State of Social. I see a lot of people getting tired of BeReal, which is something the app should address right away.

In this edition, you'll find:

Marketers are left confused over 2023 🤔
Predictions for 2023 🔮
Why CTC will take over DTC 👀

together with hootsuite

Social Media Trends 2023

Your guide to the future of social marketing, commerce, and customer service.

In 2023, successful social marketers will take the time and effort to carefully assess their opportunities, use a scalpel rather than a cleaver, and think about the long-term impact of their short-term actions. Those who do will cement their worth once and for all.

Our 2023 social media trends report will serve you well in the midst of a defining year.

⚠️ Check out the trends ⚠️

Marketers are left confused over 2023

Marketers are left head scratching over 2023 after the pure chaos that was digital advertising last year.

Digital media drawbacks. The golden age of digital advertising, when Meta was considered the so-called holy grail of e-commerce, isn’t what it used to be. There’s still no standard resolve for Apple’s data privacy measures, rendering targeting and attribution on social media unreliable, Twitter’s turbulent takeover has spooked its biggest advertisers and at least one digital marketer said they were “burning money” with CPMs on Meta ads fluctuating from $22 one day to $41 the next. Most of the industry is still trying to do the same strategy and implementation that they did last year and the year before. Is this the year the cookie actually dies and we need to rewrite the targeting and measurement rules.
Predicting the unpredictable. This year, eMarketer forecasted that U.S. advertisers would shell out $58.11 billion on Facebook ads, up 15% YoY in spite of iOS changes. The industry’s dirty secret is that although performance marketing is good at directly tying a click or impression to a sale, correlation doesn’t always equate to causation, he added. Meaning, there’s no sure way to know if the sale would have happened with or without the impression. Digital advertisers say they’re leaving 2022 on a higher note than it started, with a better understanding of the landscape, navigating scrutiny within big tech, scrambled targeting, new measurement systems and of course, economic uncertainty. (Digiday)

🔮 Predictions for 2023

How will 2023 play out? We scoured for predictions regarding the economy, Hollywood, and lots more...

Disney will spin off ABC and ESPN. (Wells Fargo)
Media will untether from Twitter. (Casey Newton)
Big brands will begin to push startups out of the cannabis industry. (TechCrunch)
Netflix will merge with Disney or Paramount to create a mega-streamer. (CNBC)
NFTs will make a comeback — but as a way to authenticate another object. (CoinDesk)
After a comeback year for the events industry, events agencies will struggle as mid-sized conferences, with between 200 and 2k attendees, falter. (Skift)
Twitter will invest in exclusive comedy content as a way to jump-start its subscription plan. (Los Angeles Times)

Why connect-to-consumer will take over direct-to-consumer

Connect-to-consumer (CTC) is a newer form of retail set to take over.

In 2021, Apple introduced a new transparency feature, which allowed users to opt out of app tracking, making it harder and more expensive for these brands to acquire new customers via paid social media advertising.

CTC is therefore taking many pathways to reach customers simultaneously: From social media to Web3, from online shopping to the high-street stores.

Continue reading on Wishu

Extras...

What was the worst ad of 2022? (Wishu)
Will Amazon continue to reign in 2023? (Wishu)
Seven marketing shifts for 2023. (WhatTheyThink)
Caution, conservative budgeting to dominate Q1 2023 as marketers look to ‘outsmart’ rather than ‘outspend’. (Digiday)

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Team behind this issue ✍️

Hubert Trinkunas

Chief Editor

Lavena Xu Johnson

Curator

Rosa Cecilia Gosling

Editor

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