6. Social media turbulence
Platforms under huge pressure in 2023 are Facebook and Twitter (no surprises there).
For Twitter, under Elon Musk, we’ve already seen an exodus of advertisers, citing concerns around data privacy, content moderation issues, and outside pressures. No-one really knows what Musk’s plan is for Twitter, so watch this one closely – it will be an inevitable rollercoaster. For Facebook, its lack of focus on its core business is causing turbulence, compounded by a significant drop in advertising revenue.
Both of these examples show that recent events spell the end of parts of big tech as we know it – shifting the power balance towards content creators.
As all the social media platforms compete for our attention, and adjust algorithms (constantly) to keep us hooked, B2B content strategies will have to diversify to hold onto that power in 2023. This year, we’ve already seen all social media platforms prioritise new content formats like reels or PDFs to drive content creators in new directions for engagement reasons.
Invariably, the rise of TikTok has catapulted these actions into the spotlight. TikTok is a great space to test what creative assets and messages land successfully, without needing to build up an organic audience from scratch, or invest in advertising. With tried and tested content, and fresh insights, you can keep what works and replicate your creative successes elsewhere. We’d heavily recommend doing this, particularly as other platforms find their feet again.
#WhoTheTech is this for? Everyone!