1: WEB3 DIDN’T REALISE ITS FULL POTENTIAL - BUT DON’T WRITE IT OFF

Web3 is, in its simplest form, a form of the internet where users have more ownership of their data. (Here’s a primer.)

However: between NFTs having a somewhat rough time (more on that below) and Meta’s vision of the metaverse not really taking off, 2022 did not turn out to be the year in which Web3 gained mainstream popularity.

But that doesn’t mean that all things Web3 are over – investors are continuing to back Web3 technology, and Miami Art Basel was full of all things NFT.

2: THE METAVERSE HAS FIRMLY ENTERED THE PUBLIC IMAGINATION

It’s not just that more brands launched their own metaverse initiatives – more brands are actively starting to reference it.

US clothing retailer Pacific Sun talked about the PacVerse in its November 2022 campaign, while the 2022 FIFA World Cup ads from Nike (which is literally titled “Nike FC Presents the Footballverse“) and Adidas (which heavily references the brand’s NFT projects, including its Bored Ape Yacht Club character) all speak in the visual codes of the metaverse.

The metaverse is even creating its own economy – metaverse architects, fashion designers,  and even strippers (no judgment) are in demand. Looking at 2023, we expect the Metaverse will likely become more interconnected (truly meta), specifically with more portals between its different manifestations.

*Nike’s isn’t an official FIFA World Cup ad, of course.

3: (SOME) BRANDS ARE STARTING TO USE NFTs MORE EFFECTIVELY

The issue with most branded NFTs is that they don’t have much of a point of view – what’s the purpose of them besides having them?

Some projects do stand out: Mastercard is adding value by making NFTs more accessible, partnering with NFT marketplaces so people can purchase digital assets with their Mastercards without the need to first buy crypto. 

Perhaps some of the issues are simply around nomenclature: Reddit actually onboarded 2.5 million crypto wallets through its NFT marketplace in just three months – all without ever using the term ‘NFT’.

The lesson? Don’t waffle about hypothetical NFT ventures – start finding practical applications instead.

4: “TWITTER” LIVES ON, BUT IT’S TURNING INTO A DIFFERENT BEAST

Even before the Big Purchase, TikTok started to master many of the things that made Twitter unique – like being the go-to news source for Gen Z (and the place where memes and trends get started).

BUT Twitter was (is, even?) still better at giving a real-time overview of what’s trending and accessing breaking news – and had a much stronger reputation (most world leaders and governments actively use Twitter as a comms tool – few are on TikTok). Plus, it was an invaluable insights goldmine.

Even if Musk’s project ends up becoming the ‘everything app’, in the short term it’ll likely continue to face issues around verification and free speech, and, as a result, people using it the way they used to.

So where will the Twitter discourse head instead? Some said Mastodon, though a lot of the professional side of it seems to have migrated to LinkedIn. (Also keep an eye on Reddit.)

5: TIKTOK CONTINUES TO RULE SOCIAL - BUT IT’S ALSO CHANGING

Except as a tool to buy reach for paid ads, Facebook has limited scope for brands (countersuggestions very welcome of course) – and Instagram appears to be heading the same direction (besides, Instagram seems to be in a midlife crisis where the platform doesn’t seem to know what it wants to be – the focus on Reels suggests ‘TikTok clone’ is the current direction).

But TikTok is also headed for some changes: 

• It’s already encouraging lurkers to create their own content: #BookTok is trying to bribe folks with vouchers to start reviewing books; TikTok Now asks users to to BeReal it up.

• Live streaming (potentially even short ownable shows, doing what Quibi tried to do?) is likely on the up – with a focus on entertainment first.

Also don’t forget dark social networks like WhatsApp, messenger, and (arguably) Snapchat – most ‘social’ conversations (1-2-1 or on groups) continue to be private.

6: MORE BRANDS ARE ON PLATFORMS LIKE ROBLOX AND DECENTRALAND – BUT FEW HAVE A POINT OF VIEW

When Nike created Nikeland on Roblox end of 2021, the brand had a distinct first mover advantage. Since then, many other brands have joined the fray – for example:

• CBS built a game version of its show Ghosts for Decentraland

• Burberry got on Minecraft

• Ralph Lauren created Fortnite skins

• McCain also joined Roblox – the experience is all around sustainable farming, establishing a clear connection to the brand

• Claire’s got on Roblox (makes sense in that no one over 12 shops there)

But with all the new joiners, the novelty factor has worn off – the brands with a future on these platforms are the ones that can actually connect and resonate with their audiences.

7: DIGITALLY IDEALISED SELVES ARE INCREASINGLY COMMONPLACE

‘Goblin mode’ might be the word of 2022, but our digital selves are looking snappier than ever.

We continued to spend the year dressing up our mini-mes, also in branded outfits (that’s also why Snapchat will likely stick around for at least a bit more – it still has the lead on direct messaging enhanced with cute avatars).

Roblox avatars and Apple Memojis also became more sophisticated with more customisation options (so looking both more and less realistic) – even Meta’s avatars are starting to grow legs and making their way over to WhatsApp.

At the same time, AI portrait generators (think: Lensa) and facial filters (as prevalent on TikTok and Instagram) are bringing up all kinds of ethical questions: Do they incite body dysmorphia? Who owns the rights to the images? What even is real anymore, and how do our real selves relate to the digital ones?

8: INSTEAD OF FEELING THREATENED BY AI CREATIVE, EMBRACE IT

With Dall-E and ChatGPT at the forefront of things, AI can draw and write increasingly well – leading to doom and gloom predictions about it taking over our jobs and killing the creative process.

But as we’ve said in other places, these tools are best used as facilitators, supplements to help us work quicker and better.

Dillah’s thoughts on AI art direction (for AdWeek) here.

9: FOR ECOMMERCE, EXPECT MORE LIVESTREAMS AND AR (AND, HOPEFULLY, CURATION)

AR try ons and visualisers are making it easier to see what clothes, makeup, accessories, and even furnishing would look like on people and in their homes, and the platforms that make purchase quick and easy have the most to gain.

The problem is that online shopping is great if you know what you’re looking for – less so for inspiration due to the sheer glut of content out there. This leaves a huge scope for providing a curated point of view on products in 2023, where brands can help customers by limiting the array of choices.

10: ON SOCIAL, BRANDS THAT TURN CAMPAIGNS INTO CONVERSATIONS WILL BE THE ONES THAT STAND OUT

Essentially: assuming that people will tire of sassy brand personas and reactivity, there’s a huge opportunity for brands to stop trying to chase the latest trends on social and instead create campaigns that genuinely resonate with the audience. Using social channels as an insights and engagement tool (not just a comms channel) and giving audiences the chance to co-create – can make all the difference.