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1、#SocialMediaTrends2023#SocialMediaTrends2023how toa disruptive consumer2#SocialMediaTrends2023Content#SocialMediaTrends20232 2IntroHow trends are born 05 Top 10 Social Media Trends:The cookie finally gets dunked 08Social media will meet a new social standard 15Decentralized social networks will be t
2、he next big thing 24Multi-sensory social media will provide content for all 32Social commerce will rise and fall 41The metaverse rush will pay off 50 Predictive analytics will disrupt marketing 59 The environment will no longer be an afterthought 65Customer experience will get even more social 74Per
3、sonas are over,you will think communities 83 Conclusion 92Methodology 93#SocialMediaTrends20233 3Introduction2023-The year when brands build on consumer trust The last few years have been disruptive.Weve gone through a pandemic,lockdowns,supply chain issues,and a cost of living crisis.Consumers have
4、 come out of it changed.More urgent,more demanding,more fickle,and until now,brands have struggled to keep up.4#SocialMediaTrends20234 4Introduction2023 will disrupt all that.Brands wont take back control.But,they will learn to shake up the industry by managing the symbiotic consumer/brand relations
5、hip.Simply by being better listeners,and using more immersive consumer insights to get closer to their communities,with a seamless ability to quickly capitalize,and act on them.In the 8th edition of our report,we look at the 10 biggest trends of 2023,and how they are driven by the needs of consumers
6、.Including:Data-backed insights on why the trends will matter in 2023(and beyond)Input from global experts and industry veterans on why these trends matter A combination of insights and brand actions to maximize outcomes for consumers and brands5#SocialMediaTrends20235Trends emerge in one of two way
7、s.Traditionally,a trend would rise up outside of the internet-a news story,pop culture event,or any topic big enough to spark global interest.Online conversations would then bubble up around the trend,moving from offline to on,widening its reach,and shaping it into a story that grabbed consumer atte
8、ntion.#SocialMediaTrends2023The trend cycleSocietal awarenessThe trend grows offlineMedia awarenessThe trend becomes newsworthy which drives further growth Social awarenessThe trend grows online6#SocialMediaTrends20236#SocialMediaTrends2023However,were now seeing a boom of trends born from social me
9、dia.Stories that have no real-world origin,but instead come from a TikTok concept,a Twitter hashtag,a Facebook meme,an influencer pick-up,or something else.Once born,trends thrive.When they get big enough,they gather news coverage,which inspires more social coverage,and drives more mentions and awar
10、eness.And the trend grows.For brands to make trends work for them,they need to engage with the trend as soon as possible.This means listening to their community,finding those trend sparks,and engaging in the conversation in its early stages.Trendsetters reap the benefits.7#SocialMediaTrends20237How
11、trends are born#SocialMediaTrends2023Trend in action-Minions make money One internet-born trend came about before the release of Universals Minions 2,a trend called Gentleminions.This saw teenagers donning suits and heading to the cinema en masse to watch the movie.This TikTok from James Normandy en
12、gages the trend and has nearly 1 million likes and 7.4 million views.The term Gentleminions was mentioned over 42.6K times in 2022,with 13.7 million engagements.Universal listened and actioned the trend,referencing it on the movies official social media channels,creating even more excitement for the
13、 movie.All this energy paid off.The movie has taken over$700 million globally and set the record for the most successful ever July 4th release.By connecting with the trend online,Universal saw genuine real-world results.7.5M997.4K8#SocialMediaTrends20238Trend#1#SocialMediaTrends2023The cookie finall
14、y gets dunked2023 will bring the beginning of the end for third-party cookies,with consumers ready to watch them crumble.Privacy9#SocialMediaTrends20239PrivacyWhats the trend?2023 will finally bring the long-delayed end of third-party cookies.Almost.Maybe.Google has once again delayed the end of coo
15、kies until 2024 to allow testing and uptake of its Privacy Sandbox APIs.Third-party cookies help provide more personalized experiences across the web,leaving a trail of breadcrumbs that track the sites you visit.While consumers are concerned about the lack of privacy these cookies bring,70%of advert
16、isers feel that digital advertising overall will take a step backward because of their removal.The delay in their cancellation gives little respite for brands.The clock is ticking,and new alternatives must be activated sooner rather than later.The challenge:how will brands track conversions of their
17、 customers while creating more personalized experiences without that knowledge?#SocialMediaTrends202310#SocialMediaTrends202310PrivacyWhy its important now Using emotion analysis from Talkwalkers Blue Silk AI,we can see that mentions of the end of third-party cookies are on the rise,with anger aroun
18、d the subject growing.With 46%of all mentions related to privacy,we can see that consumers are increasingly frustrated over the issue and the delay of the inevitable solution.Google may be slow to respond,but consumers are wanting drastic change,and fast.Emotions detected around mentions of third-pa
19、rty cookies-Talkwalker Consumer Intelligence,Jan to July 2022#SocialMediaTrends2023Privacy#SocialMediaTrends202311Web3 is coming for all of us.Loss of the crumbs will be great for individual data privacy and a challenge for organizations that have relied on cookies for engagement versus focusing on
20、the outcome and impact of their efforts.Brands with a SMART defined why are already measuring the impact of customer behavior and will continue to evolve their tech stack with the tool(s)available.Based on the percentage of people who understand crypto,compared to the total online population,the dem
21、ocratization and monetization of the attention economy is not in immediate jeopardy.”Johna Burke Global Management Director AMECExpert opinion12#SocialMediaTrends2023Privacy#SocialMediaTrends202312Transparency is and will be a primary element in the digital world.Regulations with GDPR or similar law
22、s are developing around the world,while on the technology side we see the demise of cookies.More and more users are refusing to be tracked.”Davide Arduini Founder&Chairman DifferentExpert opinionPrivacy#SocialMediaTrends202313Trend in action-Time for cookies to DuckDuckGo While we wait to see how Go
23、ogle acts on third-party cookies,browsers that already block their usage are on the rise.In January 2022,the privacy-focused web browser DuckDuckGo hit the 100 billion searches mark.It continually markets its brand based on privacy,which resonates strongly with consumers;privacy is mentioned in 31%o
24、f all its social brand mentions.This tweet,which focuses on the privacy benefits of DuckDuckGo vs Google Chrome,had over 2.8K engagements,with the video watched on Twitter over 190,000 times.17 May17 May18 MayDUCKDUCKGOS WATCHING YOU CAMPAIGN-VIRALITY MAP19 May20 May21 May22 May23 May24 May25 May26
25、May27 May28 May29 MayTwitter14#SocialMediaTrends202314Without cookies,how do you know where your consumers are connecting with your brand?Social listening.Social listening enables brands to detect brand mentions on social media,blogs,forums,and across the web,to understand public sentiment around th
26、at brand.No cookies are needed,only publicly available data is used to provide actionable intelligence that any business can use.Building long-term relationships and trust as well as intimately knowing your audience will be crucial in a cookie-less future.Start by prioritizing transparency and priva
27、cy education within your brand messaging.Revisit how you can leverage any first-party data that youre currently collecting and prioritize content strategies that will help you continue to collect relevant audience data.Use social listening to dive into consumers interests,lifestyle,and trends that c
28、an help close the gaps that third-party cookies will leave in their wake.insight to actionFrom15Social media will meet a new social standardFake news may be getting cleverer,but consumers are wising up too.15Trend#2Privacy#SocialMediaTrends2023#SocialMediaTrends20231616PrivacyWhats the trend?Not eve
29、rything on the internet is real.And now,were finally seeing the repercussions of that.Brands,personalities,and even governments are having to deal with the consequences of fake news.Meanwhile,deepfake,AI-generated video content used to trick people into thinking certain people engaged in activities
30、that never actually happened-is on the rise.With commercially available software capable of creating incredibly believable celebrity videos,Europol is now highlighting how the technology could be used for organized crime.Consumers need to be able to trust the content they engage with,so expect 2023
31、to show an increased demand for integrity and authenticity that brands and social media channels will have to adapt to.1717PrivacyWhile mentions of fake news are on a slight decline,deepfake mentions are on the rise,more than doubling from January 2022 to August 2022.Talkwalkers AI-powered Forecasti
32、ng predicts a continuation of this growth in the coming months.Consumers believe that theyre getting savvier with internet falsehoods,but the technology that creates them is developing fast.2023 will be a breaking point.Brands and platforms will need to take action quickly or risk facing a breaking
33、point in the near future.Mentions of deepfake and the reasons for conversation peaks-Talkwalker Consumer Intelligence,Jan to Aug 2022,Forecast until October 2022#SocialMediaTrends2023#SocialMediaTrends2023PrivacyDigital security is becoming a value for everyone:for consumers,who personally risk more
34、 than anyone else,for the public administration that has to chase technology with regulations faster and faster,and for big tech that needs to keep business risks related to these issues low.The role of brands in this is to play their part in keeping awareness high and covering security issues relat
35、ed mostly to their own domain(e.g.,health or security for financial instruments).Producing content and information that is usable by users and appropriate for this purpose is no longer optional.”Gabriele Carrieri Digital Manager Servier ItaliaExpert opinion1818PrivacyOur top priority is to protect Y
36、ouTubes community from harmful content while preserving the positive power of an open platform.This includes misinformation,hate-speech and deepfakes.Transparency,which is a core value at Google&YouTube,is integral to our content moderation efforts.Our community demands it and we see it as an import
37、ant part of being trustworthy and accountable to them,which is why we release a quarterly Community Guidelines Enforcement Report that gives insights into the volume of flags and actions we take on content that violates our policies,and the impact that technology has in aiding that enforcement.”Tare
38、k Amin Director of YouTube Middle East&North Africa YouTube#SocialMediaTrends20231919Expert opinion#SocialMediaTrends2023PrivacyMost social networks have incentives to invest in fake news,deepfakes,and cybersecurity.I also believe many social network participants in rich countries are familiar with
39、these kinds of abuse(after so many years of bombardment),and will take their own steps to protect themselves,falling for less and less of the obvious mis/disinformation.However,some networks,most notably TikTok,have the opposite incentives:to destabilize governments and make other countries less eco
40、nomically and politically stable.I also dont see strong incentives for networks like Facebook,Instagram,WhatsApp,Twitter,and others to improve their behavior in many countries that receive less Western media coverage and have weaker penalties and enforcement capabilities.What happened/is happening i
41、n Myanmar or Russia or China is still a long-term risk.”Rand Fishkin Co-Founder&CEO SparkToroExpert opinion2020PrivacySocial media companies routinely capture so much data they have been pressured to act as sentinels,examining what passes through their servers to detect and prevent criminal behaviou
42、r.They must walk the narrow line between“freedom of speech”and banning clearly false,antagonistic,and dangerous commentary.”Jonny Bentwood Global Head of Data&Analytics Golin#SocialMediaTrends20232121Expert opinionPrivacy#SocialMediaTrends20232222Trend in action-Kendrick Lamar faces the music20 You
43、know a trend has hit the big time when it edges its way into pop culture.Kendrick Lamar used deepfakes throughout the music video for The Heart Part 5.The video has garnered over 38 million views so far while also showing the technology to the general public.The most engaging social post about the v
44、ideo(75.2K engagements)highlighted the deepfake tech used,demonstrating that consumers have an increased awareness of the trend.The song went on to chart across the globe.23insight to actionFromOn social media,its important to figure out what information is reliable.Talkwalker helps keep your data a
45、s clean as possible through data refinements.Noise control cuts out spam mentions,the automated accounts filter cuts down on bots,and the credibility filter ensures that data from sources that generate misinformation are kept out.Theres even a porn filter to stop anything from popping up unexpectedl
46、y.#SocialMediaTrends2023Depending on your product,brand mission,and past credibility,utilize a content strategy that includes educating your audience on how your brand protects personal information.Use social listening to understand how concerned your audience is about privacy.If your audience align
47、s with platform privacy concerns,consider leaving platforms that dont resonate.Vet collaborative sources(influencers,partnerships,etc.)in the context of consumer security.Leverage automated social listening alerts to flag crises and false information related to your brand in real time.24#SocialMedia
48、Trends202324Decentralized social networks will be the next big thingThe future of social could be run by consumers,not big businesses.#SocialMediaTrends2023Trend#3Privacy25#SocialMediaTrends202325#SocialMediaTrends2023Whats the trend?Another growing concern around social networks is the lack of cont
49、rol the individual has.Decisions on what can be published,how data is stored,what type of censorship is put in place,etc.,are determined by those that run the network.Consumers rarely have any say.Now were seeing the rise of decentralized social networks enabling more user control.But theyre not an
50、easy answer.Consumers expect different levels of censorship and free speech.Without a central force,theres an increased risk of toxicity and radicalization.These startup decentralized networks may not take over in 2023,but they will cause big players to take notice.Expect to see major social platfor
51、ms tackling more of the issues consumers raise and possibly even putting more power back into the hands of their users.Privacy26#SocialMediaTrends202326PrivacyWhy its important now By looking at the Conversation Clusters around decentralized networks,we can see the tech is in a regulation stage.A la
52、rge chunk of the conversation is how decentralized networks are the next big thing,but theres no dominant player in the field outside of that.Networks like LOL,Phaver,Solcial,etc.,are taking a slice of the conversation,but no one is taking over.In 2023,expect one or two major players to take the lea
53、d as consumers decide who will be the future decentralized leader.Conversation Clusters showing how conversations around decentralized networks interconnect-Talkwalker Consumer Intelligence,Jan to Aug 2022#SocialMediaTrends202327#SocialMediaTrends202327Privacy#SocialMediaTrends2023BeReal is the Anti
54、-Instagram-realness instead of Insta-filter.This is the promise of the app that more and more people are talking about.According to Google Trends,the number of searches for BeReal is growing steadily!The idea of the app is quite simple:once a day,at an unspecified time,the app asks for a photo.This
55、must actually be taken with the cell phone,front and rear camera trigger simultaneously,there and then.This is how authentic impressions are supposed to be created,a network in keyhole mode.Nice for circles of friends.But could this also be interesting for teams that show potential applicants their
56、everyday work?We are currently testing this.”Marin Majica Chief Digital Creative Director ressourcenmangelExpert opinion28#SocialMediaTrends202328Privacy#SocialMediaTrends2023In 2022,leading payment infrastructure providers like Stripe and PayPal introduced crypto options into their APIs.Well now se
57、e pay with crypto options surface in many eShopping and social media sites.We expect crypto-savvy consumers to use these new options and pay with stable coins like USDC or DAI.”Stefan Grasmann Managing Director Technology,Member of the Executive Board,Partner Zhlke Technology GroupExpert opinion29#S
58、ocialMediaTrends202329Privacy#SocialMediaTrends2023With the increasing importance of privacy and data security,decentralized networks seem to be gaining in importance.So far,however,networks have won through innovative functionality rather than common sense aspects.Whether decentralized networks win
59、 in the end will therefore also depend on the fun factor and not exclusively on common sense reasons.”Susanna Gebauer Writer,Marketer,Co-FounderSExpert opinion30#SocialMediaTrends202330PrivacyTrend in action-Will blockchain&NFTs disrupt social media?Theres no lack of conversation around the worlds b
60、iggest decentralized social networks.Players such as Mastodon and Steemit have millions of registered users and generated a combined 385K mentions between January and August 2022 a 43%increase compared to the previous six months.Steemit is a particularly interesting example,as it combines its decent
61、ralized model and the decision to reward content creation and curation through its very own cryptocurrency(STEEM),which can be traded on crypto exchange platforms such as Binance.Comparison of mentions of Mastodon and Steemit-Talkwalker Consumer Intelligence,Jan to Aug 2022#SocialMediaTrends202331#S
62、ocialMediaTrends202331insight to actionFromWhen it comes to knowing whats upsetting your consumers,alerts are key.Alerts can be set up to highlight any new issue being discussed around your brand and delivered directly to the person who will resolve it.Often,brand crises arent helped by a delayed re
63、sponse.Alerts can help you become aware of a problem in real time,allowing you to react fast.#SocialMediaTrends2023As audiences migrate to test new platforms,there is opportunity for brands to do the same.Even if the platform isnt a long-term bet,initial exposure may be rewarding.A partnership with
64、a power user or surprise and delight activations are examples of how a brand can join an emerging platform.As people seek private platforms to connect with personal and topic-based communities,understanding how your audience interacts with them is key.#SocialMediaTrends2023Multi-sensory social media
65、 will provide content for all The coming years will mean making content for all.And that means formats to suit all the senses.3232CreativityT end#4#SocialMediaTrends2023PrivacyWhats the trend?Each year,theres a new format trend predicted,such as short-form video or social audio.In truth,no one forma
66、t will ever reign supreme in the long term.As we move closer to an internet of senses(one that incorporates technology to create digital sensory experiences),the trend will be to have a true multi-channel,multi-format approach.Not just to stimulate consumers in new and interactive ways,but also to c
67、reate a more accessible experience that provides content formats your audience demands.Brands will invest further in bringing sensory elements to digital experience,from gamification to fully immersive digital malls,which 45%of consumers expect to be mainstream by 2030.3333CreativityWhy its importan
68、t now Looking at the sentiment of the discussions around different content types,theres no more love or hate for any particular format or the other.Over time,the net sentiment peaks and troughs,showing that no one format is better than another.This plateau will lead to brands looking for innovation,
69、trying to find a new and unexpected format to connect with consumers.And with the growth of the metaverse,2023 will open up these opportunities and accelerate our journey to the internet of senses.Net sentiment of popular content formats over time-Talkwalker Consumer Intelligence,Jan to Jul 20223434
70、Creativity#SocialMediaTrends2023With podcasting and online listening growing at breakneck speeds,the social networks are not missing out on the opportunity to tap into this content format.In 2022,73%of the U.S.population aged 12+say they listened to online audio in the last month(Edison Study:The In
71、finite Dial).YouTube and Twitter are introducing podcasting pages,while Facebook and LinkedIn have audio rooms,and Twitter has live audio in the form of Spaces.The growing consumption of online audio using Smart Speakers is another reason social networks are leaning into social audio.Social media ma
72、rketers should consider repurposing their podcasts for social audio and even teasing episodes on TikTok.Audio is a very accessible content format and is easy to repurpose.Dont miss the social audio boat in 2023!”Joanne Sweeney Founder&CEO Digital Training Institute#SocialMediaTrends20233535Creativit
73、yExpert opinion#SocialMediaTrends2023As platforms and formats proliferate,itll be interesting to see how brand and social teams can find a balance between building platform-first and scaling effectively.We may see,for example,that short-form video can scale across platforms or that it cant and teams
74、 will have to create more assets than ever before.Ultimately,I think brands will narrow down the number of platforms they invest meaningfully in and I believe the first casualty of this shift will be Facebook.”Samit Malkani Group Marketing Creative Manager-Brand,India&Southeast Asia Google3636Creati
75、vityExpert opinionSocial media platforms leave clues.And when every social media platform is leaving the same clue,Marketers should really take note.Whats the one clue they are all leaving us?Make vertical videos!Think about it Instagram has just made every video you post on the platform display as
76、a Reel(vertical video).YouTube is heavily pushing YouTube Shorts(vertical video).TikTok(one of the fastest growing social platforms right now)is a platform solely built for vertical video.LinkedIn is even suggesting advertisers create vertical videos to get better results from their paid ads.The lis
77、t goes onWere now operating a vertical video first approach&the data shows that its the right one.In the last 30 days,this one change we made to our videos has increased views by 507%&watch time by 319%.Weve released a podcast all about vertical video to share how you can implement this approach.”Da
78、n Knowlton Co-Founder&CMOKnowlton#SocialMediaTrends20233737CreativityExpert opinion#SocialMediaTrends2023Social media has evolved to become very integral to a persons life.Like with food,consumers expect social media to appeal to multiple senses and almost be umami-useful,entertaining,visual,and exp
79、erienced in different forms.A brand needs to cater to multiple needs of a consumer in order to stay relevant today.With attention span reducing to 4 seconds,communicating purposefully in more ways than one is a challenging yet essential task.Whichever stage consumers are at in their journey,brands w
80、ill need to relate to them specifically in the format of their choice.”Smita Murarka Chief Marketing Officer-Corporate&Brands,Digital DuroflexExpert opinion3838Creativity#SocialMediaTrends20233939Trend in action-The sweet smell of soup20 While the internet isnt built for multisensory experiences yet
81、,were already seeing brands develop online success from real-world sensory campaigns.In January 2021,Campbells teamed up with CAMP to create two scented candles;tomato soup&grilled cheese,and chicken noodle soup.These limited edition candles not only played with the senses but also peoples nostalgia
82、,as they captured the scents of winter.The campaign was a quick success,selling out online within a day of release,while also delivering significant online mentions.This Instagram post received over 2,200 engagements,while news and blogs picked up the story,with an additional 7,600 engagements for t
83、he campaign.Delivering content designed exclusively for the consumer,even while somewhat quirky,drives results.Creativity#SocialMediaTrends2023insight to actionFromUntil Talkwalker releases scent detection (circa 2027),you can use image recognition,video recognition,and podcast monitoring to underst
84、and how your brand is mentioned across multimedia.By understanding these mentions,you get a clearer picture of how consumers interact with your brand day-to-day while identifying visual and audio trends impacting your industry.As we dream about whats next,focusing on how your brand can apply insight
85、s around media consumption along with platform best practices will help you connect in a more tailored way.Think about utilizing lower-production-value TikTok videos that incorporate details like captions or voice overs in a unique way.Or lean into voice/sound-driven content given the rise of audio-
86、only platforms and podcasts.Taking a test and learn approach well help your brand iterate faster and create content that reaches your audience in new,relevant ways.4040#SocialMediaTrends2023Trend#5Social commerce will rise and fall Social shopping means easy eCommerce.But not everyone is buying it,y
87、et.4141Creativity#SocialMediaTrends202342Whats the trend?Much like influencer marketing a few years ago,social commerce is still finding its feet.In some regions,such as China,49.5%of social media users have made a social purchase,compared to 44%in the US.Social commerce in China is estimated to be
88、responsible for around 14.3%of all eCommerce in 2023,compared to just 4.9%in the US.There is huge potential for growth,and with the increase in post-pandemic digital growth,and the rising cost of living driving increased demand for affordability,consumers will be more willing to explore new shopping
89、 channels.CreativityWhy its important now The trend fluctuates by platform and region.TikTok has abandoned plans to roll out live eCommerce in Europe and the US,as it focuses on its UK expansion.Meanwhile,Meta has launched the Meta Avatars Store to encourage digital sales.Looking at mentions of soci
90、al commerce,the US is showing the largest room for growth,with a large increase in conversations.While Facebook is the leading platform linked to the social shopping trend.Theres definitely room for brands to expand their social selling capabilities in 2023,but they need to consider their market and
91、 platform carefully.Mentions of social commerce by region(top)and platform(bottom)-Talkwalker Consumer Intelligence,Jan to Jul 20224343CreativityThe online shopping experience is poised to exceed the physical shopping experience.By using communications technology through social and messaging platfor
92、ms,online retailers are breaking through the bricks and mortar and directly connecting with customers(both reactively and proactively)and,in doing so,moving past the one-time transactions to two-way conversations and ongoing engagement for more meaningful relationships.”Betsy Morse Rohtbart Vice Pre
93、sident,Global Web&Ecommerce Vonage#SocialMediaTrends20234444CreativityExpert opinion#SocialMediaTrends2023The way consumers are purchasing is constantly developing and has changed massively over the past three years.The pandemic sent shockwaves through most industries but in fashion and eCommerce pa
94、rticularly it changed the way we shop and for a time what we shopped.The growth of TikTok has led consumers to be influenced by even more micro-influencers and everyday people.Weve seen TikTok strategies become crucial to help drive sales for our clients However these perform best when teamed with o
95、ther strategies such as SEO and PR.”Will Hobson PR Director Rise at SevenExpert opinion4545Creativity46#SocialMediaTrends2023Our latest data reveals that consumers in APAC (with consumers in Indonesia and Thailand leading the way)are most likely to say offers via social media led them to direct purc
96、hase of a product more so than any other form of brand communications.A YouGov study also found that interacting with social media is the second-most popular media activity for people in the region.Among todays digital natives,social platforms have proven to hold both attention and influence.Brands
97、need to engage on these platforms with messages that resonate,which can be achieved with a proper understanding of target audiences psyches.”Ervin Ha Head of Commercial,Asia Pacific YouGov#SocialMediaTrends20234646CreativityExpert opinion47#SocialMediaTrends2023#SocialMediaTrends2023Social commerce
98、is a democratizing force for consumers and small businesses and has profound implications for marketers.2 billion people purchased on social platforms last year and this is growing 3x faster than traditional eCommerce.The journey is led by spontaneous discovery and inspiration,not the traditional pa
99、th.Trusted,seamless payments are critical to the experience.”Cheryl Guerin Executive Vice President Global Brand Strategy&Innovation Mastercard4747CreativityExpert opinion#SocialMediaTrends20234848Trend in action-John Lewis brings shopping to life UK home retailer John Lewis takes communities one st
100、ep further.Sharing content inspiration from employees and customers,and then making the content actionable within the Facebook platform.Not only does this bring products to life,revealing them within the home,and create a more humanistic connection,but it also simplifies the consumer buying process.
101、If you like the look,you can buy it with a few clicks.The brand has said it will continue investing in digital services in the coming years,so expect more success from this type of campaign in 2023.Creativity#SocialMediaTrends2023insight to actionFromConversation Clusters are the fastest way to obta
102、in deep insights through automated data segmentation.You can quickly discover key conversation drivers within a topic,such as social commerce,to identify what consumers are discussing,and find new opportunities within the market first.If your audience is on platforms where social selling is a priori
103、ty,like Pinterest,WhatsApp,and YouTube,test the shopping experience for an upcoming campaign or offering.Evaluate your customers buying trends alongside product conversation using social listening and content performance.Lead with those products to test and learn.Leverage social listening to identif
104、y micro-influencer partnerships to test social commerce in niche communities.For example,Shopify launched Collabs,allowing creators to partner with independent businesses within the platform.49#SocialMediaTrends2023Trend#6The metaverse rush will pay off50#SocialMediaTrends2023The race to the metaver
105、se is on.The coming years will reveal whos going to lead,and wholl drop out.TechnologyT end#651#SocialMediaTrends202351#SocialMediaTrends2023TechnologyWhats the trend?The concept of the metaverse a mix of digital,augmented,and real-world realities started making news last year.Now,its a trend everyo
106、ne wants to be a part of.Facebook is doubling down on its Meta rebrand,while tech leaders like Microsoft and Tencent are starting to reveal their own metaverse concepts.With a potential market of$800 billion,expect even more players to join the contest in the coming months.However,the concept is ent
107、ering a critical time,potentially facing a format war.Much like VHS vs.Betamax,or Blu-Ray vs.HD DVD,some metaverses will start to thrive,while others are quickly abandoned.The metaverses that win or lose will be decided by consumers,and whether they feel these new realities connect with their real-w
108、orld needs.52#SocialMediaTrends202352Why its important now Monthly conversations around the metaverse peaked in January 2021,with a significant increase year on year.Conversation levels do appear to be forming a new level,which is supported by our 3-month Forecast.So,for now,things have calmed a lit
109、tle.But any new metaverse announcements cause a new wave of mentions,so this could be the eye of the storm.2023 could be the year our first metaverse is fully realized,and brands must act now to be ready to get on board.Mentions of metaverses over time-Talkwalker Consumer Intelligence,Jan to Aug 202
110、2,Forecast until October 2022#SocialMediaTrends2023Technology53#SocialMediaTrends202353#SocialMediaTrends2023Think of the metaverse as the intersection of a few trends.Immersive reality,Web3,which covers digital assets via NFTs and blockchain,and most importantly,gaming the first metaverse showcase
111、combining these trends.We see consumers immersed in 3D worlds,represented by avatars dressed in bespoke gear,spending virtual currency.This space demands a new approach from brands non-interruptive ads,co-creation,and value exchanges are key.The metaverse is not when everyone puts on their VR goggle
112、s this will never happen.Its when our virtual lives begin to overtake our physical lives in importance.We call this the Play Economy.”Tom Simpson Board Member,MMA APACExpert opinionTechnology54#SocialMediaTrends202354#SocialMediaTrends2023We are just getting to know all our alternatives and possibil
113、ities in the metaverse.I think 2023 will still be a year of exploration,where many brands will dare to continue exploring and finding ways to join us.The biggest challenge will be finding ways to add value to this platform and not upload us just because everyone else is doing it.”Rebeca Ricoy Paramo
114、 Regional Marketing Director DuolingoExpert opinionTechnology55#SocialMediaTrends202355#SocialMediaTrends2023In 2022,the word metaverse became a staple in the marketing dictionary with many brands exploring possibilities in the space.While still at a nascent stage,we think that the arena will only g
115、row and mature over time as brands find their footing around it.No doubt,there are still many unanswered questions around measurement metrics and engagement in the space,but forward thinking brands with their eye on the future are already experimenting and finding their ground in the space so as to
116、have first mover advantage.”Rezwana Manjur Editor-In-Chief MARKETING-INTERACTIVEExpert opinionTechnology56#SocialMediaTrends202356#SocialMediaTrends2023As humans we have always longed for connection,whether with our loved ones or at work.So far connections were built around documenting and sharing o
117、ur experience as images or videos,but with the metaverse we can create and live shared experiences where we are fully immersed,connected,and beyond the physical limitations.”Neeraj Gulati Partner Accenture SongExpert opinionTechnology57#SocialMediaTrends202357#SocialMediaTrends2023Trend in action-Du
118、bai into the metaverse Its not only businesses investing in the metaverse.Cities are too.As a technical leader,Dubai has already recognized the value the metaverse can deliver for the future,launching its Dubai metaverse Strategy in July 2022.This forward-thinking strategy is positioning the emirate
119、s focus on the metaverse to ensure theyre a key player in this rising tech-both economically and with employment opportunities In 2022,Dubai was mentioned alongside the metaverse 240k times,with this one tweet receiving over 7.4k engagements since its launch.As pioneers,expect Dubai to have a critic
120、al say in the future of the metaverse in the years to come.Technology58#SocialMediaTrends202358insight to actionFromWhen it comes to launching new technology,its not about who shouts the loudest but who gets the most love.Sentiment analysis enables brands to understand exactly what consumers think a
121、bout each metaverse concept,helping them to identify which ones are most relevant to their audience and where they should invest in building consumer connections.#SocialMediaTrends2023Before joining the metaverse,ask:Is this the right space for my brand right now?What is my primary use case?Do I hav
122、e resources for long-term involvement?What weve learned on social and Khoros Communities translates to how brands should think about the metaverse:Driving authenticity and ownership through user-generated content Brand love through community engagement,rewards,and recognition Surprising&delighting t
123、hrough activations and events Partnering with creators to develop content and experiences that resonate with your audience Brand reputation management and monitoring#SocialMediaTrends2023Predictive analytics will disrupt marketing Predictive analytics has been making waves across other industries.No
124、w we foresee it disrupting marketing.5959Trend#7Technology#SocialMediaTrends202360Whats the trend?Predictive analytics isnt new.Its been used in underwriting and credit scoring for several years,using existing big data to predict potential future outcomes.Well see more marketing and social media pro
125、fessionals start to integrate predictive analytics into their processes.Social listening can quickly and easily provide the big data needed,and now well see the AI capabilities catch up to provide accurate and valuable predictions.The capability brings so much potential,with the ability to look into
126、 the future of a trend,topic,or campaign and understand how it will adapt in the coming months.Yet,only 42%of marketers say they have predictive analytics capabilities.Expect this to change in 2023.TechnologyWhy its important now Predictive analytics is on the rise,with mentions up 20%since January
127、2022,with significant positive sentiment.Broadly,this AI tech is making waves.But,were also starting to see the topic creating a buzz within social media audiences i.e.,those that include phrases like PR,marketing,or comms in their bio.7%of conversations around the topic include the keyword future,b
128、ut if you want to be a trendsetter,you need to realize the future is now.Expect more leading brands to make the most of predictive analysis to forecast the next big industry trends.Keywords mentioned by marketing professionals about predictive analytics-Talkwalker Consumer Intelligence,Jan to Aug 20
129、226161Technology#SocialMediaTrends2023How many times as marketers have we wished for a crystal ball to peer into the future to ensure success?Well,thats exactly what predictive analytics has begun to do.Marketers have worked tirelessly to understand past performance in an attempt to better plan for
130、tomorrow by piecing together historical data,reviewing articles/news,and manually coming to some conclusion.Predictive analytics finally uses the power of AI to automate this,at scale,with the most reliable industry data,and in real time.It might seem like a pipedream,but predictive is already used
131、in everything from insurance to shipping.2023 will be when marketers get to join in the fun.”62TechnologyDavid LowCMO Talkwalker#SocialMediaTrends2023Expert opinion#SocialMediaTrends20236363Trend in action-Deliverring better customer service Predictive analytics may be new in marketing,but its alrea
132、dy a valuable data analysis technique used in a wide variety of industries.Deliverr was a logistics startup that used predictive analytics to anticipate consumer demands,enabling the company to pre-position items close to geographical areas of anticipated need.This capability is highly valuable.Wort
133、h$2.1 billion to Shopify,when it bought Deliverr in May 2022.eCommerce isnt the only industry that predictive analytics is shaking up,and in 2023,we will see it start to make a big impact on social media marketing.Technology#SocialMediaTrends202364insight to actionFromTalkwalker is already ahead of
134、the game when it comes to predictive analytics.In 2022,we launched Forecasting,allowing brands to predict how a conversation will evolve in the coming months through the AI analysis of historical data.By using Forecasting,brands can get a better idea of the next big trend within their industry and t
135、hose that will dissolve over time.Even if predictive analytics is new to your brand,there is a ton of opportunity to start small.Its easy to get overwhelmed,so start with the question youre looking to answer and build from there.Once you nail down your question,use social listening data or CRM data
136、to build a story around your audiences needs or behaviors.Benchmarking this data will help your team identify patterns over time as well as anticipate audience needs that drive ROI.6464The environment will no longer be an afterthought Enough words.Consumers and brands will finally come together for
137、impactful environmental change.#SocialMediaTrends20236565Trend#8CommunityWhats the trend?With rising awareness of rising global temperatures,and consumers now facing the direct repercussions of climate change,there is a genuine concern for humanitys impact on our planet.And every brand needs to make
138、 a concerted effort to make a difference.There is a growing sense of urgency to the conversation,as consumers dont want to hear buzzwords like sustainability,green,or net zero.Instead,they need action that makes a genuine difference to the situation,with around 82%of consumers wanting companies to p
139、ut people and the planet before profit.In the coming year,we expect disruptor brands focused on sustainability to take larger bites of their market.Savvier consumers will also interrogate ecological claims,leading to more backlash against potential greenwashing claims.Community#SocialMediaTrends2023
140、6666Community#SocialMediaTrends20236767Key phrases around sustainability by brands(top)and consumers(bottom)-Talkwalker Consumer Intelligence,Jan to Aug 2022Why its important now When it comes to sustainability,were starting to speak the same language.These two word clouds compare the keywords consu
141、mers and brands are using around the topic,and its easy to see a significant crossover.This unified vision shows a true drive from both sides,and we should expect to see genuine brand impact on climate change and global warming.If 2022 was a wake-up call,2023 will be the year the world finally takes
142、 action.#SocialMediaTrends2023Chasing trends is something instinctive,and there are many brands chasing this kind of perspective.However,the challenge for sustainability and inclusiveness,as for all social issues,is to be able to incorporate these themes not simply into communications to position on
143、eself,but into ones corporate culture,so that it becomes authentic and effective in terms of marketing and value proposition.In this way,brand marketing can make itself coherent and integrated to the overall identity,and not simply a matter of circumstance.”Marco Onorato Co-Founder&CE,Marketing Espr
144、essoExpert opinion6868CommunityCompanies success will depend on having a defined purpose,consistent and clear across all communication channels to create a connection with their audiences.It must ensure a balance between financial growth,respect for the environment,and the social well-being of the c
145、ommunities in which they operate.”Rosalva Rivera Marketing Director Mexico&Latam UPS#SocialMediaTrends20236969CommunityExpert opinion#SocialMediaTrends2023The increasing focus on the three core aspects of sustainability-ecology,economy,and social issues-in social media fundamentally reflects society
146、s increased awareness of this topic.This development is to be welcomed without any hesitation.Net zero is more than just a buzzword:climate neutrality is the standard by which every company will have to be measured in the future.We experience the effects of this in the behavior of our consumers on a
147、 daily basis:we are confronted more and more frequently with questions about the carbon footprint of our projects and financial activities,and with good reason.We see this increased interest as an opportunity to take on board new impulses and communicate our work as a digital transformation and deve
148、lopment bank.”Sebastian Macan Communications Manager KfWExpert opinion7070Community71#SocialMediaTrends2023#SocialMediaTrends2023As more Millennials,Gen Z,and Gen A bring their values-driven expectations to the brands they interact with,the success(or failure)of these organisations will increasingly
149、 hinge upon their integrity.Whatever the industry,if brands want to capture the imaginations and purchasing power of this cohort,they will have to demonstrate that they can uphold what I call the Four Cs:commitment to a set of values or ethical principles;congruence in word and deed;consistency of e
150、thical behaviours over time;and coherence in intention and action(doing the right thing for the right reasons,and not just because it looks good).”Nathalie Nahai Best-selling Author and Podcast Host The Hive PodcastExpert opinion7171Community#SocialMediaTrends20237272Trend in action-Who Gives a Crap
151、 is on a roll Some up-and-coming companies have the environment baked into their DNA.Who Gives a Crap is a 100%recycled toilet paper startup that gives back 50%of its profits to fund sanitation solutions.Its popularity had been steadily increasing since its creation in 2012,thanks to its impertinent
152、 tone on social,fun product packaging,and speedy delivery model,but the pandemic accelerated that trend.The Australian company now ships its colorful paper products to over 40 countries,raised$41.5 million in capital in 2021,and generates remarkable consumer engagement,with the majority of its 4000+
153、yearly mentions originating organically from Twitter,Instagram,and TikTok-including in reviews of hospitality experiences!Community73#SocialMediaTrends202373insight to actionFromTo understand these massive global trends,you need data.A lot of data.Thats why Talkwalker offers so much.With social medi
154、a sites,including Twitter Firehose,Facebook,Instagram,Weibo,WeChat.Plus blogs,forums,news sites,and more from across the internet.Along with the capability to add 1st party data into the mix,wherever your consumers are discussing these big topics,were listening.If you are exploring brand messaging a
155、round environmental or social issues,your brand must have credibility to back it up.If your brand does not have a history of social responsibility,start making changes internally and get results before creating a campaign.To prepare for a social responsibility campaign on social,be ready for backlas
156、h by having a FAQ doc for your community managers to reference.Knowing how and when to react will make your audience feel heard while answering their questions.737374#SocialMediaTrends202374Customer experience will get even more socialSocial media will be the go to place to connect with your custome
157、rs.#SocialMediaTrends2023Trend#9Community75#SocialMediaTrends202375#SocialMediaTrends2023Whats the trend?75%of consumers say the pandemic has driven long-term changes in their behaviors and preferences,one of which is a bigger focus on urgency.Time is more precious,and nobody wants to waste it-even
158、when it comes to brand interactions.The rise of instant deliveries from companies like Gopuff demonstrates this-the disruptive consumer wants things now.The new challenge is that many brands are struggling to provide instant products.Many industries,such as automotive,are suffering from supply chain
159、 issues,causing significant frustrations for customers.Brands must prioritize customer experience instead.Providing support,information,or solutions as fast as possible is the answer,with social media enabling brands to accelerate their response times.In 2023,expect more brands to create dedicated i
160、n-channel social media support channels,enabling a fast,efficient response no matter which platform consumers use to get in touch.Community76#SocialMediaTrends202376Why its important now While customer service requests on social media remain stable,these types of posts are seeing higher engagement.W
161、hen people post complaints,these posts are resonating more within their communities,which signifies the larger customer base has similar issues or questions.To help prevent any of these engaging complaints from becoming a crisis,brands will become more proactive,sourcing and resolving these large-sc
162、ale problems before they blow up.There is one guiding light.When you look at the sentiment drivers around customer service,direct message and kindly send are the only phrases driving positive sentiment.When consumers have direct contact or connection with a brand,its almost always seen in a positive
163、 way.No matter how that conversation started.Sentiment analysis of key phrases related to customer service-Talkwalker Consumer Intelligence,Jan to Aug 2022#SocialMediaTrends2023Community77#SocialMediaTrends202377#SocialMediaTrends2023Never has a smooth collaboration between Social Media and Customer
164、 Experience teams been more important.Workflows between customer support agents,social media managers,and CX experts need to be 100%defined and adhered to-otherwise unhappy users will pile up and make themselves heard,leading to deteriorating brand perception.The same applies the other way around:br
165、and promoters who are not being treated the way they deserve,or who are not being given any air time,are a lost opportunity for any brand to shine in moments when it matters most.”Daniel Nuss Marketing Director AramexExpert opinionCommunity78#SocialMediaTrends202378#SocialMediaTrends2023Volkswagen i
166、s famously the peoples car so putting our customers first drives our marketing strategy and even more so on social media.Social media for us is a two-way street,yes its an important channel in terms of advertising but it has to be more than just advertising,its also a channel where our customers can
167、 engage with us as a brand whether this includes making it easy to book a test drive through chat functionalities,highlighting existing customers through UGC,or showcasing the potential lifestyle customers can unlock when they are behind the wheel of a Volkswagen.”Anja Petrovski Marketing and PR Dir
168、ector VolkswagenExpert opinionCommunity79#SocialMediaTrends202379#SocialMediaTrends2023Today,customer-to-brand communication(through social media,primarily)is neither new nor unexpected.For many global brands,there is little distinction between a“regular”or“real-world”customer and a“social media aud
169、ience”they are often one and the same.However,their attention is also unevenly distributed across their individual channel touchpoints or ecosystems.Therefore,brands are or should be constantly testing(and,hopefully,learning on)new channels and digital spaces where the connected customer lives.”Jaso
170、n Cruz Head of Global Content Strategy(SEM)ShellExpert opinionCommunity80#SocialMediaTrends202380#SocialMediaTrends2023In all areas of the world,the influencer economy is taking precedence as the premier form of communication with customers.We are seeing long-format content productions taking a back
171、 seat to the vast number of short-form content creators who are captivating audiences for longer periods of time,and this means a major shift in relationships between brands and audiences.Simply put,eyeballs are now squarely pointed in the direction of social media channels,and the trend continues t
172、o accelerate post 2021 when TikTok became the most widely downloaded mobile application on Earth.This means that brands everywhere are wise to incorporate social media channels and short-form content as a primary customer experience-especially at acquisition and retention touchpoints.”Dennis Wakabay
173、ashi Global Voice of CX Team WakabayashiExpert opinionCommunity81#SocialMediaTrends202381#SocialMediaTrends2023Trend in action-Starbucks stirs up genuine connections Offering a great customer experience doesnt mean driving huge engagement numbers.Its about making personal connections and changing cu
174、stomers lives one step at a time.The initial comment from this customer could easily have been ignored by Starbucks.But by connecting,offering help,highlighting a brand feature,and improving accessibility,its boosted that brand connection.And since the whole conversation was held publicly on Twitter
175、,all consumers can follow the interaction,and see real customer experience in action.Expect more brands to follow suit in 2023,with more 121 brand-consumer connections.Community82#SocialMediaTrends202382insight to actionFromReviews are another interaction point for customers.They provide an opportun
176、ity for consumers to raise issues with a brand or highlight things people love.Talkwalkers review data provides brands with a view of their reviews across the web.Many of which can be engaged with and reacted to from within the platform.A timely thanks or acknowledgment of an issue can go a long way
177、 to boosting the quality of your customer experience.#SocialMediaTrends2023As your brand adjusts to meet this demand,consider a brand love approach on social media.This shifts strategy from a passive reaction to a mission rooted in active social engagement.Revisit your social feed through the brand
178、love lens.If your brand is suffering from shipping delays,seek out opportunities to keep hype high and provide value-add content to jumpstart their experience.Like the Starbucks example,consider how your team can seek out response opportunities that not only provide customer service but build custom
179、ers for life.#SocialMediaTrends20238383CommunityTrend#10Personas are over,you will think communities 2023 will mean more community building,creating more loyal,engaged,and connected consumers.Whats the trend?The pandemic and its aftermath left behind a very different breed of consumer.One rapidly ad
180、apting,with a new range of interests and drivers.Persona marketing will no longer work,as consumers are now too changeable to pin down.So in 2023,brands will move further away from personas and target their broader brand communities.They will focus on gaining a deeper knowledge of their consumer eco
181、systems,with a need to understand exactly who is driving and sharing brand-focused conversations.Influencers of all sizes,employee advocates,and even average consumers will be engaged within brand communities to generate authentic connections and consumer-led content.Private social media platforms l
182、ike Discord,Signal,and Geneva will enable this,with genuine connections instead of streams of content.9.2%of Americans now use Discord at least once per week,so theres demonstrated community demand.With 66%of brand communities saying that their community has led to increased loyalty,its no wonder mo
183、re brands want to boost their closeness to their consumers when spending power is spread thinner.Community#SocialMediaTrends20238484Community#SocialMediaTrends20238585Alternative platforms mentioned by community leaders and influencers-Talkwalker Consumer Intelligence,Jan to Aug 2022COMMUNITIES-SHAR
184、E OF ALTERNATIVE PLATFORMSTWITCHFACEBOOK GROUPSTELEGRAMDISCORDYOUTUBE MEMBERS ONLYPATREONWhy its important now While influencers still get started on the most popular social media platforms(TikTok,Instagram,Facebook,Twitter),we see a growing number of calls from these public figures to join private
185、communities on alternative platforms such as Discord or Telegram to create closer connections with their audience.In these spaces,its less about the influencer broadcasting content,and more about the exchange between all community members.2023 will be the year that brands start to understand these c
186、ommunity ecosystems to create more organic relationships and connections.#SocialMediaTrends2023Over the past few years,weve seen the advertising industry as a whole move from talking at their consumers to talking with them.Creators and creator marketing have played a huge role in this move,and the w
187、ay advertisers navigate their relationship with their consumer base.Meanwhile,TikTok has changed our perception of the way advertisers should understand their audiences;moving away from demographics and towards values,interests,and mindset.As of 2023,consumers have thus been reimagined as communitie
188、s;groups who should be understood,and advertised to,based on a more human,modern frame,and it will be advertisers who take this approach,who win in the coming year.”Ben Jeffries CEO InfluencerExpert opinion8686Community#SocialMediaTrends2023Brands are strengthening their communities to build better
189、connections,and edge further away from the hard sell.Influencers,content creators,even employees,are being tapped into to create rawer,more genuine interactions,with more localized and audience-personalized content and experiences.”Parry Headrick Communications Manager Crackle PRExpert opinion8787Co
190、mmunity88#SocialMediaTrends2023#SocialMediaTrends2023Communities,rather than technologies,are the heart and spirit of the metaverse.To win over consumers in the metaverse,global brands will have to create better fan experiences by telling stories together.This means co-creating heartfelt experiences
191、 with their consumers,and sharing the ownership of the brand in a meaningful manner.In the open metaverse,users are free to participate in more than one community.This makes it imperative for brands to play the long game by inspiring community members,and enabling authentic connections.”Soh Wan Wei
192、CEO&Founder IKIGUIDE Metaverse CollectiveExpert opinion8888Community More and more brands will hire content creators in-house who:1.have built-in audiences,2.have audience+platform expertise.These content creators will become the faces of the brands they represent,especially in B2B.People trust peop
193、le more than companies.Expertise is key to building trust with your audience.Investment in creators will need to continue to grow.”Daniel Murray Head of Media and Founder Sales Impact Academy WorkWeek and Marketing Millennials#SocialMediaTrends202389CommunityExpert opinion#SocialMediaTrends2023Trend
194、 in action-Jimuine community connection Jimmy Kim,AKA,DeadlyJimmy is a popular content creator from South Korea.Originally,he focused on gaming content but has now launched a more community-focused channel-Jimmy Kim-which has already accrued 31.2K subscribers.He often posts videos where he reviews f
195、ood at convenience stores.Hes also cross-communities,using Twitch to show his 96.5K followers the best nightlife and street food spots as live streams in the“Just Chatting”category,with content often showing him just walking or driving around,or even going on dates.The type of content disruption tha
196、t consumers are engaging with is changing.They want to see the reality of the world,with behind the scenes peeks,or chances to see alternative lives being led.Much of this community content can be rough around the edges,but its genuine,and thats what consumers want.Community9091#SocialMediaTrends202
197、391insight to actionFromTalkwalkers Influencer Network allows brands to identify the key players within their community.That includes those that create original branded content and those that are amplifying it for others.You can also pinpoint the hashtags used within the community,which can be used
198、for more focused campaign optimization.Take stock of your current community,stakeholders and those you may not have considered as contributors to your brand.Observe how these communities are already showing up!Next,identify the most engaged players and gather conversation themes.As your community st
199、arts taking shape,remember the most successful community partnerships are rooted in creating equitable space for communities to share their ideas.Brands who not only recognize the ingenuity of communities but who also find ways to reward them for their contributions will stand above the rest.91#Soci
200、alMediaTrends20239292ConclusionFor the coming year,keep one thing in mind before you engage in any brand action.What does your disruptive consumer want?Put your consumer first,and prioritize their needs,to have a sharper edge.Able to predict ever changing demands,and ensuring your brand is a critica
201、l part of consumer conversations.We have a real opportunity to listen harder,work better,and take more insightful actions.Start with your consumer,and youll end with success.#SocialMediaTrends2023MethodologyThis report uses insights identified using Talkwalkers Consumer Intelligence platform.To ensu
202、re relevancy,most examples and visualizations used data from January to August 2022,although additional data may have been used in some circumstances.Mentions of topics were gathered from a variety of media,including news sites,social media channels,blogs,and forums.Sentiment analysis is performed w
203、ith an average of up to 90%accuracy,with the ability to detect sarcasm and ironic comments.Images are compared to a database of over 30,000 brand logos to help identify brands on social media and video.Queries were used to identify the topics discussed.In some cases,these may have been improved using Boolean operators to help remove false positives.93