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Ogilvy Social.Lab publishes annual Social Trends Report for 2023

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 3 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first lens takes a look at content trends and how the familiar landscape of traditional channels and standard rules has been replaced by the overwhelming popularity of TikTok.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 revolutionizes 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. 

Quentin Glodé PR & Influence Director, Ogilvy Social.Lab

 

 

 

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About Ogilvy | Social.Lab Belgium

About Ogilvy Social.Lab Belgium 


Ogilvy Social.Lab is not a traditional agency.

Initiated by Yves Baudechon and Gilles Bindels, the partnership between Ogilvy Social.Lab which began in Belgium in 2013 has been very successful and has spread to nine countries around the world, including the USA, France and the UK where Social Lab has become a key part of the Ogilvy offer. 

Ogilvy Social.Lab is a dynamic community of multidisciplinary social-at-heart specialists that bring together the best of Ogilvy’s creativity and strategy with the agility and performance focus of Social.Lab to truly make brands matter in the Social Age. Ogilvy Social.Lab understands that social is more than just another digital channel. It is the medium that lives in the palm of our hands, reaching people wherever they are and where they want to be. We help Brands and Organisations unlock the business value of social in this new, more complex world by combining the power of creative content with the sophistication of data enriched insights and media targeting to deliver effective results.

We excel in both the creation of experiences and in the analytics required to optimise and deliver effective campaigns. We like to refer to ourselves as an agency that combines storytelling and the system of distribution.

If you are comfortable with very traditional and conventional communications, then we are probably not the best match for you. But if you are looking for a partner that will challenge the way the majority thinks and walk with you bravely into the new world of marketing and communications ... then we are the perfect fit! Our commitment - giving you our best, effecting change and delivering results.

Our motto is the best is yet to come.

Bring it on.

Ogilvy | Social.Lab Belgium
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