• Mon. Dec 4th, 2023

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Paid Social Advertising Predictions and Trends for 2023

There is no doubt that 2022 will be another chapter in the history books for social marketing platforms. Businesses are still facing considerable challenges from the pandemic, supply chain issues, and inflation. Marketers are continuing to search for creative ways to advertise their businesses amidst these constant pressures. With the rise and fall of several platforms this year, consumers and businesses are asking, “What’s next?”. There is a lot to look forward to in the new year. From platform growth and new product releases to consuming new types of content, we are going to cover it all.

Outside of the individual platforms, there are a few trends that remain at the forefront of social media marketing.

Influencer Marketing

The ever-so-present branded content and use of influencer marketing are, in fact, getting bigger and bigger every year. From traditional Facebook and Instagram influencers to the growth of TikTok influencers, these creators have captured the attention and demand of consumers across the world. “I saw it on TikTok” may just be the phrase of the year. Consumers these days are constantly trying to get their hands on viral products they see online. The use of influencers and creators can help reach consumers in ways brands have never seen before. Influencer marketing isn’t going anywhere and will continue to be leveraged by brands across the globe.

Omni-Channel Marketing Strategies

Businesses want to be seen anywhere and everywhere these days. Having a strong omnichannel strategy can help nurture a more tailored and multi-platform customer journey. This means diversifying advertising spend between various social platforms in tandem with other online and offline marketing tactics. As social platforms continue to evolve, businesses will continue investing in new offerings and additional platforms for a more seamless multi-channel experience, capturing the consumers wherever they may be. 

Leaning into First-Party Data 

We all know where this is going. With the release of iOS 14 back in 2021, 2022 has been a year of readjusting and relearning how we measure our performance and data. While we know the loss of third-party cookies continues to be pushed back, this doesn’t mean businesses should not prioritize first-party data strategies right now. Having a strong first-party data strategy can be extremely helpful for social marketing and reaching your customers more efficiently, especially after the loss of third-party cookies.


Meta continued to make headlines this year. With the shift of attention to the metaverse, the company has continued its focus on the future of its platform’s technology. So what’s in store for 2023? A lot more focus on automation, customer engagement, and shopping experiences. With the recent launch of the Advantage+ Shopping Campaign product, we can expect businesses to continue testing and investing more advertising dollars into this powerhouse product.

While Meta has received much backlash on its feed algorithm, we predict businesses will continue to focus on customer engagement to drive a more seamless brand experience. We can expect this to be done by utilizing Messenger and WhatsApp via Click-to-Message ads, with hopes of opening up a more direct line of communication with potential customers. While there will continue to be new product releases and updates to the platform, Meta, as well as many other social media platforms, have begun dipping their toes into the Live Shopping experience. 


Short-form video still reigns supreme, as TikTok users can’t seem to get enough of this content. Many social platforms have tried to compete with this content form, but there is no doubt that TikTok does it best. While they are still discovering more ways to monetize the platform, there have been large strides in how businesses can leverage TikTok. With the launch of TikTok Creator Marketplace, brands can now connect with creators who make this platform what it is.

With the collaboration for content, businesses can have easily consumable content made by the pros themselves and leveraged in ad campaigns. Similar to Meta, TikTok hasn’t shied away from the Live Shopping experience. We know consumers are inspired to shop from TikTok. Branching off into an experience where users can shop without leaving the app gets customers on the platform longer and gives them the ability to shop for the products they are seeing — instantly. 


Discovery has always been at the forefront of Pinterest. This platform continues to find new ways to monetize off of discovery. This is exactly why we predict there will be more of an emphasis on augmented reality (AR) in 2023. AR on Pinterest is designed to help users visualize items and products they discover directly in their spaces. For example, let’s say you discover a new coffee table and are unsure if it would look good in your space. With AR on Pinterest, you would be able to view that coffee table directly in your space, right from your phone. This is incredibly popular amongst home decor and furniture retailers but is now even becoming more popular in other industry verticals as well! 

Pinterest, along with the other social platforms, will be diving into the live shopping experience as well. With the launch of Pinterest TV, pinners will be able to view a series of live, original, and shoppable episodes featuring creators and brands right on the app. Pinterest creators will be able to showcase and tag brand products directly on the retailer’s site. From these live shopping experiences, the hosts will be able to share product details, drops, and collaborations and even offer limited-time and exclusive discounts to the viewers.


Users have grown to love Snapchat and their innovative and fun lenses for video and photo sharing. This past year, businesses have continued to leverage these lenses and geofilters to promote their brand and products. We can expect this to continue in 2023, but with more emphasis on AR and VR features. Snapchat is already a highly immersive virtual experience, but with more focus on AR and VR, this app has the potential to bring even more audiences to the app. 

If you are looking to stay up to date on even more trends for 2023, stay tuned for our featured blogs for Google, Amazon, and SEO.


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