Social Media Trends to Watch for 2023

Platforms Search for New Revenue Models as Gen Z Reshapes the Landscape

Report by Debra Aho Williamson, and Jasmine Enberg  | Dec 19, 2022
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Table of Contents
Gen Z Puts Its Stamp on the Next Phase of Social Media
Non-Ad Revenue Streams Gain Steam—Then Fizzle
Ads Drive the Social Commerce Shopping Cart Forward
Creator Ad Revenue Sharing Brings Unintended Consequences
Social Video Graduates to the Big Leagues
Sources
Media Gallery
About This Report
As the ad revenue shortfall deepens, social media’s legacy players face new competition for users, a complicated situation with creators, and a social commerce rewind.
Topics
Social Media Marketing
US
Table of Contents
Gen Z Puts Its Stamp on the Next Phase of Social Media
Non-Ad Revenue Streams Gain Steam—Then Fizzle
Ads Drive the Social Commerce Shopping Cart Forward
Creator Ad Revenue Sharing Brings Unintended Consequences
Social Video Graduates to the Big Leagues
Sources
Media Gallery

Let’s BeReal: 2022 was a tough year for most social platforms. Next year will bring new competition from Gen Z-focused rivals, a (mostly unsuccessful) quest for alternate revenue streams, a social commerce rewind, a complicated situation with creators, and amped-up competition for video viewers.

Gen Z Puts Its Stamp on the Next Phase of Social Media

TikTok needs to watch its back. True, it’s still Gen Z’s favorite app; we expect nearly 70% of Gen Z internet users to use it monthly in 2023, up from 64.1% in 2022. But emerging competitors like BeReal are gaining traction, based on a comparison of fall 2022 Piper Sandler survey data with our forecasts.

One-third of US teens already use BeReal monthly.Here's where other social platforms were 3 years after launch.
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Table of Contents

  1. Gen Z Puts Its Stamp on the Next Phase of Social Media
  2. Non-Ad Revenue Streams Gain Steam—Then Fizzle
  3. Ads Drive the Social Commerce Shopping Cart Forward
  1. Creator Ad Revenue Sharing Brings Unintended Consequences
  2. Social Video Graduates to the Big Leagues
  3. Sources
  1. Media Gallery

Charts in This Report

One-third of US teens already use BeReal monthly.Here's where other social platforms were 3 years after launch.Social Buyer Growth Is Slowing on Some Platforms.Ads Will Help Capitalize on Existing Behaviors, 2019-2023 (% of US users buying on each platform)
US Creators With >5k Followers Make $22 More per Hour, May 2022 (average hourly rate)Average Time Spent per Day With Netflix, TikTok, and YouTube* by US Adult Users, 2020-2024 (minutes)

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authors

Debra Aho Williamson, and Jasmine Enberg

Contributors

Ross Benes
Senior Analyst
Natalie McGranahan
Senior Researcher and Taxonomy Manager
Chuck Rawlings
Senior Researcher
Max Willens
Senior Analyst