Unveiling 2023’s Social Media Stars
It’s awards season, where the stars glam up for the Emmys and Golden Globes and celebrate the on-screen hits of the last 12 months… which got us thinking – why not celebrate the big hits on social media last year?
So, charge your glass with a spicy marg, put your feet up and enjoy our coverage of the social media stars of 2023.
And the winners are…
Category: Best Platform Evolution
Winner: Snapchat
Snapchat, known for its disappearing content, did an epic job of evolving into more than just a platform for ephemeral messages. In 2023, it really embraced augmented reality (AR) with features like 'Snap Map' and 'AR lenses,' making it a hub for interactive and immersive experiences. Brands and content creators are leveraging these features to engage users in unique ways, contributing to Snapchat's resurgence and growth.
Category: Best Meta Challenger
Winner: TikTok
While TikTok has been a dominant force in the ‘newcomer’ category for a few years, its growth still shows no signs of slowing down. In 2023, TikTok expanded beyond its initial reputation as a ‘social channel for the youth’, becoming a versatile leader in delivery of short-form video content for everyone from fashionistas to farmers.
TikTok’s algorithm, adept at understanding user preferences, keeps users engaged by presenting a curated feed tailored to individual interests. That means brands and influencers have flocked to TikTok, recognising its potential for creativity and audience engagement. Watch out Meta – TikTok’s coming for you!
Category: Best Comeback By a Social Platform
Winner: LinkedIn
LinkedIn, traditionally associated with professional networking, experienced a serious renaissance in 2023. Continuing its evolution over the last few years, from a glorified (and somewhat boring) digital CV repository, the last 12 months have seen LinkedIn become a crucial platform for personal branding, networking, and staying updated on industry trends.
With features like newsletters and Live Events giving content creators more ways to engage, the platform is also seeing a rapid rise in LinkedIn influencers. It even has its own Business Manager hub, somewhat like Meta’s.
Category: Best Social / Search Cross-Over
Winner: Pinterest
Social search is a HOT topic right now, and Pinterest is leading the social pack in this space.
Pinterest plays a pivotal role as a social search engine, distinguishing itself from traditional search platforms through its unique visual discovery approach. Unlike text-based search engines, Pinterest harnesses the power of images, allowing users to explore and curate content in a visually compelling way.
In 2023 there were more than 60 billion searches on Pinterest, showing that this platform has become a go-to destination for individuals seeking inspiration and ideas across various interests, from home decor to fashion, recipes, and travel.
Pinterest's algorithm also excels in understanding user tastes, making it a valuable tool for businesses and individuals alike to showcase their products, services, or creative endeavours to a targeted audience.
Highly Commended: TikTok
Social search is given Google a serious run for its money - and, alongside social search stalwart Pinterest, TikTok is emerging as a force to be reckoned with in this space. In 2023, data showed that 74% of Gen Z uses TikTok for search and 51% preferred it to Google as a search engine. Watch this space!
Special Mentions:
Category: Biggest One Hit Wonder
Winner: Meta Threads
Category: Worst Performance by a Social Channel
Winner (or, should that be Loser?): Twitter / X
Category: Best Niche Channel
Winner: Clubhouse
Category: Best Channel for People Who Hate Social Media
Winner: Vero
And that wraps up our coverage of 2023’s star social media performers.
Of course, this space is forever evolving and changing – so stay tuned as these platforms continue to shape the way we connect, communicate, and share in the digital age.
If you’re looking for some excellent advice around how to get a star performance out of your social media marketing this year, hit us up – we’re here to help! Go on, email us.