3 Surprising Social Media 2013 Predictions


1. Content Marketing Becomes The New Social Media Marketing

In 2013 brands will realize that social media is being oversaturated with information coming from both people and brands, and even more oversaturated with so-called social media gurus, ninjas and masters. Marketers and advertisers have always relied on great content to deliver results – and now that brand marketers finally understand social media, we’ll see a returned focus on content. This requires brands to create more (visually) engaging content than ever before. In B2B, content marketing has already taken center stage with white papers, ebooks, webinars, infographics and articles. In 2013, as Instagram, Pinterest and other multimedia social networks grow, you’ll see more and more B2C brands using social media to produce and share beautiful photos, sophisticated comics and other visual aids, and brilliant, TV-level videos. Content becomes King once again, now with social media as the most powerful distribution channels ever.

2. Facebook Loses the Key Under 25 Demographic

Clearly, with over one billion users, Facebook is the power player in the competitive social network business, and its ecosystem of developers, marketers and brands will still be the most important in the industry for at least a couple of years. But increased evidence shows less time spent on the platform from young people, whose parents and grandparents in many cases are on Facebook. My 9 year old daughter’s friends are on Instagram and Google Plus, and many young expressive teenagers spend more time on Tumblr than Facebook. Snapchat has exploded in use amongst young people, and when Facebook copied it with its Poke app, it actually failed. The under 25 crowd brought Facebook to life, and in 2013, unless something changes, that same crowd will begin Facebook’s slow death.

3. Google Figures Out Social Media, One Way or the Other

Google has spent massive resources on Google Plus, and estimates and its adoption and engagement still vary tremendously. In 2013, it’s time for Google Plus to either emerge as a true competitor to Facebook and Twitter, or to continue its stagnation – leading to perhaps the biggest surprise of all: Google must excel at social media, and if Google Plus fails, they will have no choice but to do so by acquisition. I predict that Google will buy Pinterest, or even a very expensive, Twitter in an effort to drive social following Google+’s failure. Such an acquisition would benefit both users and brands, who would no longer fear Facebook’s “make-up-the-rules-as-they-go” mentality, given a truly viable alternative.

These are my predictions for 2013 – but now I’d love to hear yours! Go ahead and share – next January, if you’re right, I’ll share a free prize proportional to the surprise level of your prediction!

Clive Burrell February 15, 2013
Totally get it. I've been wondering how long it will be before Facebook's bubble burst. Haven't used it for a year now. Finding much more productive use of Twitter, LinkedIn, Pinterest, Instagram. Will be good to see how these and some of the new networks develop this year and what Fbook loses to them. Google+ had so much potential and there are some good uses of it in the marketplace but there's not enough and that, sadly, is where Facebook still wins. Pinterest has helped a lot since I've realigned it with my blogging but its still early days on that front!
Vallee Bubak February 15, 2013
I agree with your predictions. Already seeing this happen.
Kate Huebler January 23, 2013
I really don't think the under 25 category is going on Facebook anytime soon. The population on Facebook is aging because older people are adapting to it more slowly, especially since it started with college students. Where's the evidence besides your 9 year old daughter? (Also, isn't she not allowed on Facebook until she's 13?)
[...] Earlier this month, Dave Kerpen revealed that content marketing will become the new social media marketing in 2013. Kerpen believes content can drive strong [...]
athash1 January 19, 2013
Prediction: There will be a rise of anti-social media - a rebellion - where people will decide having real friends may be more important than virtual ones.
Kate Huebler January 23, 2013
That's been happening a little bit with people's new years resolutions, there was a drop in January. I betcha social graph will drop some more people as it's a little invasive (albeit very interesting).
[...] week, Dave Kerpen suggested that this may be Google’s year to “excel at social media” in his 3 Surprising Social Media 2013 Predictions.  He explained that Google needs to see success with Google Plus or by acquisition of another big [...]
[...] Two of the deepest trends running through nearly all predictions are in fact intimately related. On the one hand, business leaders are predicting that individualized, customized, and personalized content will be increasingly necessary to connect with customers. At the same time, industry watchers are noticing a trend towards increasing fragmentation in the social media space. While no one is expecting Facebook’s dominance to falter significantly, many are predicting its slow but steady erosion as social sites like Tumblr, Pinterest, Newsle, the new Myspace, and Google+, slice off ever larger pieces of Facebook’s pie. One of the more interesting predictions we found on this theme was that 2013 will be the year in which Facebook’s loss off appeal to the under 25 demographic becomes obvious. [...]

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