Full Fat’s Predictions for 2023
2022 - the year that brought us the war of TikTok VS Instagram Reels, the controversial #slapgate between Will Smith and Chris Rock (let’s all take a moment for both Chris’ cheek and pride), Aldi versus M&S caterpillar-off, a brand-new prime minister who wilted before an Iceberg lettuce when crunch-time came, and the year that blessed us with the sweet sweet sounds of Louis Theroux (and his jiggling antics) that no one could have ever predicted.
It’s safe to say that 2022 was a year full of rapid change and development with regards to the Social, Digital and PR world - evoking a whole rollercoaster of emotions and delivering all the feels as us marketers kept on top of the latest headlines, trending topics and must-see moments.
With 2023 expected to bring even bigger developments, the ever-changing landscape shows no signs of slowing down - so the Full Fatters have put their heads together and created the top predictions for the year ahead.
Without further ado, here’s our top predictions for 2023 and beyond in the world of PR and Digital:
“Consumers are increasingly holding brands accountable for social issues and look for an emotional connection and alignment with personal values before deciding to purchase or back a brand. PR strategies will have to take this into account for 2023 and beyond in order to be successful!”- Cheryl Chia, Senior Account Manager
“Instagram will finally produce a feature that lets you create and schedule stories in-app, allowing social media managers across the capital to rejoice, with one less OOH action required. (Come on Instagram, be our saviour).” - Isobel Hush, Senior Account Executive
“2022 was the year of saying yes to everything - with huge excitement after two years of the pandemic. It feels like 2023 is going to see consumers spend more carefully and be selective over the experiences they choose. Brands will need to be considerate towards how their audiences' spending habits are likely to have changed and think in new and innovative ways to ensure they keep the attention and loyalty of their current consumers, while also attracting new ones to ensure a sell-out.” - Amy Green, Account director
“Twitter 2.0 fails to launch again - With Musk getting his hands on the platform, I think people will start to log off Twitter for sure. With platforms such as Tumblr, BeReal and We are becoming increasingly popular, there might be some movement away from the social media giants and onto more sustainable, well-being, non-for-profit apps that adopt a causal approach.” - Kristele Joyeux - Office Manager
“TRUE Sustainability will have to be part of every brand and company’s agenda to be able to stay relevant. The environment is no longer an afterthought: consumers and brands will come together for impactful environmental change. Consumers don’t want to hear buzzwords like ‘sustainability’, ‘green’, 'inclusive' or 'net zero’. Brands will have to show their work, backed up by solid data. No more greenwashing, friends!” - Clara Perez - Senior Account Manager
“Brands will work with influencers on an ambassador basis more regularly, Influencers will be more involved in brand campaigns from the interim e.g product development. We’ve seen huge success in influencer brand launches such as Refy, TALA and big brands will likely want a piece of the action - Sara Hailan, Head of Digital
“It’s all about strategy, strategy, strategy. After the backlash we saw in 2022, in which consumers demanded Instagram to stick to what it knows, it’s safe to say that in 2023 each of the social giants will try to carve out their niche and bring a tailored experience to users to ensure their dwell time increases. 2022 has highlighted how consumers have a different function for each of their accounts, whether it’s connecting with friends and family on Facebook, scrolling the news on Twitter, or diving into the latest craze on TikTok; different platforms offer different purposes and value, and once these giants harness this insight, the apps we know and love will change for the better” - Jordan Geraghty , Senior Social Media Manager
“While TikTok closes in on Instagram for user head count, it also increases its power as a source for news with more and more adults under the age of 30 regularly getting their news fix on the platform. PRs will need to unlock the best ways to utilise the platform for their client's messaging, whilst brands that haven't yet made the leap will need or risk getting left behind. TikTok itself will also need to think seriously about its responsibility as a growing news platform for the amount of disinformation it is spreading through its algorithms.” Paul Joseph - Managing Director
“The OG platforms such as Facebook, Twitter and Instagram take a leaf out of TikTok’s ‘no design’ design and offer authentic content and meaningful interactions. Overly curated and obviously monetised is no longer cool.” - Ally Weller, Senior Account Director
“DEI commitments should be achieved, reflected upon and improved constantly, to adapt to the ever-changing culture surrounding us. Diversity is at the heart of driving creativity. Consumers as a result will be exposed to more innovative ideas, helping project your brand’s vision to a larger audience of interest. From brainstorms to shared social content, organisations must acknowledge equality too…” Francesca Cray, Account Executive
“In 2023 all event, festival and activation line ups should become more diverse and inclusive for all, with more artists including inclusivity clauses into their contracts. About time!” - Owen Bloodworth, Account Manager
“Purpose is paramount. A permanent fixture for companies and brands is the growing need to show what they stand for. Consumers and employees alike continue to demand for brands and organisations to support communities and causes that are contributing to a more positive society. Whether that be the environment, LGBTQ+ causes or EDI, and how companies are making changes with clear and considered action. Brands can no longer afford to stay silent and our job as communicators is to ensure we are listening, advising and being truly authentic every step of the way.” - Ella McWilliam, Co-Founder + CEO
“Economic uncertainty will stretch some budgets, with brands looking for a real return on investment from PR and digital practitioners. There will be a focus on demonstrating a smart use of spend across multi-channel campaigns and delivering more innovative, personalised experiences as consumers look for why campaigns are relevant to them. - Kaye Woodhouse, Director
The Metaverse buzz will also continue to gather pace in 2023, becoming more immersive and accessible through the use of headsets and smart glasses, with small brands entering into the fray and larger brands going further than before with the launch of concerts, fashion shows and edutainment activities.” - Kaye Woodhouse, Director
“Social media & traditional media will finally be held accountable for the negative emotional impact they’re having. Whether you love it or hate it, Meghan and Harry have called out the UK tabloid media and this year so will everyone else. People have had enough. Finally, consumers will force the brands & media they interact with to take responsibility for the vast impact they’re having on consumer mental health - and it’s not always a good impact. I predict many people will go so far as to blame media outlets and ill-advised brands, for bouts of depression and anxiety. Full Fat will be continuing to lead the way when it comes to ensuring campaigns have a positive emotional impact on consumers.” Megan Morass, Co-founder & CEO
So, what do you make of that? Think we’re bang on and should start offering tarot card readings and mystic meets? Or perhaps we’re slightly off the mark and you think we’ve missed a trick that will sweep the nation by storm and help shape some of the most successful campaigns in 2023? Either way, we’d love to hear from you and catch up on all of your upcoming brand plans or campaign activity for 2023.
We look forward to seeing what 2023 holds!
