London – A new report by We Are Social notes how there is an uptick of ;social reckoning’ for brands in value-driven online spaces.
The new report explored how individuals on social media are reevaluating and reshaping their sense of self-worth in the context of increased commercialization and commodification. They are questioning the value of their participation and involvement, their communities, and their creative contributions.
It also showed how the changing perception of value in social media is reflected in trends like creators emphasising knowledge over possessions and the debate over users purchasing verification on X (formerly Twitter).
According to the argument made, cultural phenomena such as ‘Barbiemania’ in 2023 demonstrate people’s willingness to embrace manufactured hype as long as it creates opportunities for play, creativity, and community.
The report has identified five trends under the umbrella of “The Social Reckoning,” analysing their possible influence on social media in the upcoming year and providing examples of how brands can use these trends into their marketing plans.
Speaking about the report, Mobbie Nazir, global chief strategy officer at We Are Social, said, “Our Think Forward report this year, as the name suggests, shows that a reckoning has come in social spaces. The commercialisation of digital worlds is forcing people to try new ways of creating, absorbing and sharing content. First it was the trend of de-influencing, now users are looking for new forms of self-expression even within a more commoditised landscape.”
She added, “This new coalition government of capitalism and creativity has an inbuilt space for brands – but also a new and nuanced set of demands. Every brand will be judged: are you making a sponsored ad or are you a patron of the arts? It will be fascinating to see if – and how – brands are able to respond to these deeper measures of relevance and authenticity.”
