Ogilvy Social.Lab Publishes Annual Social Trends Report for 2023

At the beginning of this new year, Ogilvy Social.Lab is highlighting the themes and trends that will define the marketing industry over the next 12 months. 

2022 was a tumultuous year, and 2023 will be no different. While still recovering from the covid-19 pandemic, we are faced with a period of economic turmoil and intense societal change. In this tense context, consumers are increasingly making trade-offs, advertisers are particularly cautious, and competition for attention has never been more intense. 

To prepare and better respond to this rapidly changing situation, Ogilvy Social.Lab has undertaken an exhaustive study of the landscape. Starting from three industry-specific lenses – content & channels, connected commerce and influence & creators – the agency identified 15 sub-trends that align with its business strategy and what is currently happening in the digital advertising sphere.   

Content & Channels: There’s no longer a standard rulebook  

The first lens takes a look at content trends and how the familiar landscape of traditional channels and standard rules has been replaced by the overwhelming popularity of TikTok. In addition, 2023 also promises to be a pivotal year for AI-powered content and immersive formats.    

Connected commerce: Rethinking social commerce 

There is no doubt that in 2022, social commerce has plateaued, due in part to trust barriers, clunky features and mediocre operating systems. In 2023, however, it is time to revise the fundamentals and explore the concept of connected commerce. This includes expanding the playing field and brands focusing more on discovery and increasing their number of entry points. To ultimately close the loop, marketplaces will continue to be the best match in the new year.    

Influence & Creators: A revamped playing field 

After a global market share of $16.4 billion last year, influencer marketing is also here to stay in 2023. As TikTok revolutionises the concept and more and more features are added to existing platforms, new forms of influencer engagement and content will continue to emerge. Even more strictly regulated industries, such as healthcare and governmental institutions, should tap into this space to interact with their audiences and (re)build trust.     

Interested in the full report and reading more about the 15 social trends of 2023? Download the report here.