Social Media in 2023: 5 Major Changes That Will Surprise You

Contents:

• The Growth of Authors on Social Networks: Fewer Publications
• YouTube: A New Stage of Video Consumption
• VKontakte's Position Remains Stable, but Instagram* Is Becoming the New Leader
• TikTok: A Revolution in the World of Social Networks
• The State of Twitter: Stability and Activity
• The Future of Telegram: Will the Platform Become Less Popular?
• Gender Differences in Popular Social Networks: A 2020 Analysis

Growth of Authors on Social Media: Fewer Posts

According to data from the analytics firm Brand Analytics, in November 2019, there were 49 million active authors in Russia, publishing at least one message per month. By October 2020, this number had increased to 64 million. These figures confirm the growing activity of users on social media, where more and more people not only read but also comment on publications. This indicates a significant increase in user engagement and their desire to express their opinions in the digital space.

Despite the increase in the number of authors, the overall amount of content posted online shows a downward trend. In 2019, there were 1.3 billion posts per month, but in 2020, this figure dropped to 1.2 billion, even including comments. This decline may be due to changes in consumer preferences and platform algorithms, leading to reduced content visibility. It is important to analyze these trends to understand the dynamics of digital content and its impact on audiences.

TikTok's growth in popularity has become particularly evident, as the platform has surpassed YouTube in terms of published content by 32%. The main reason for this is the short video format, which is easy to create and publish. Psychologists emphasize that this type of content helps users quickly distract themselves from everyday worries, making TikTok attractive to a wide audience. The brevity and dynamism of the videos allow users to quickly consume information and be entertained, which, in turn, contributes to the platform's further growth. TikTok is becoming not only a place for entertainment but also an effective tool for self-expression and the exchange of ideas.

Elizaveta Proskurina, former SMM Director of Possible Group (Grape) and founder of the creative agency "Subjective Opinion," emphasizes that TikTok and YouTube should not be viewed as competing platforms, as they pursue different goals. On YouTube, users seek useful and inspiring content, while TikTok focuses on entertainment and quick information delivery. These differences in functionality and audience allow both platforms to successfully coexist, satisfying user needs for different content formats.

Instagram statistics show that 84% of creators do not create original content, but prefer to discuss other users' posts. A similar trend is also observed on YouTube and TikTok, where many content creators build on others' ideas rather than developing unique content. This indicates the growing popularity of content reuse and discussion on social media, which may impact promotion and audience engagement strategies.

Psychologist Anna Baranova notes that in today's uncertain times, users are seeking new reference points. Commenting on content is becoming an important tool for finding like-minded people and forming new social norms. In an age of information overload, interaction through comments helps people unite, exchange opinions, and find support for their views. This phenomenon fosters the creation of online communities where users can share experiences and find answers to their questions.

Brand Analytics Marketing Director Vasily Cherny emphasizes that social media users are increasingly immersed in content, perceiving it similarly to watching television. As a result, some have realized their importance and become professional bloggers, while most remain mere viewers. This shift in content consumption opens up new opportunities for brands and marketers, who can adapt their strategies to reach audiences in this dynamic environment.

According to Cherny, currently only 20% of authors are engaged in content creation, while 80% of users choose to comment. This change in user behavior reflects the general trend of decreasing content production activity. Thus, there is a shift from active participation to more passive information consumption, which may impact the development of online platforms and content marketing strategies.

Elizaveta Proskurina notes that 2020 was an eventful year, from natural disasters such as the Australian bushfires to the global COVID-19 pandemic. These events fueled discussions on social media, where users shared opinions and experiences. During the crisis, information platforms became important channels for sharing news and maintaining public dialogue.

According to Proskurina, 2020 was a landmark year for TikTok and online courses. With the transition to remote work and travel restrictions, users had the opportunity to devote more time to self-education. In this new environment, online courses have become popular, offering access to knowledge and skills in a convenient format. TikTok, in turn, has become a platform for sharing educational content, which has contributed to the development of interest in learning and self-improvement.

YouTube: The New Stage of Video Consumption

In recent years, YouTube has become a major competitor to traditional television, taking a leading position among sources of video content for millions of users. According to Brand Analytics, YouTube's active audience increased from 0.6 million to 7.7 million people in just one year, confirming its rapid growth and increasing popularity. The platform offers a variety of content, from educational videos to entertainment shows, attracting an increasing number of viewers. YouTube is not only changing the usual formats of video consumption but also opening up new opportunities for content creators and advertisers.

According to a Deloitte report, 88% of respondents in 2020 said they had not watched TV even once in The last two weeks have seen a historic low in the last five years. In 2015, this figure stood at 94%. The decline in interest in traditional television highlights significant changes in consumer preferences and demonstrates how new media formats and streaming services are becoming increasingly popular. This trend indicates that the audience is switching to alternative ways of consuming content, which in turn affects the media and advertising market.

Among the remaining television viewers, there is an increasing interest in online television. More and more people are choosing to watch their favorite programs on smartphones and computers instead of traditional televisions. This change is due to the convenience and accessibility of content on the internet, which allows users to watch programs anytime and anywhere. Internet television offers a variety of programs and the ability to choose what and when to watch, which attracts audiences.

Vasily Cherny of Brand Analytics notes that television, like theater in the era of cinema, will retain its presence, but will lose its status as the main source of entertainment. This idea emphasizes that the traditional linear television format is becoming less attractive to modern viewers, who prefer the flexibility and variety of content offered by platforms such as YouTube. Thus, modern consumers are striving for more convenient and personalized entertainment formats, which calls into question the relevance of traditional television in the future.

Elizaveta Proskurina notes that YouTube has become an alternative to traditional television. She emphasizes that only those channels that adapt their programs for this platform will be able to retain their audience. In her opinion, outdated formats are capable of retaining only a limited number of viewers, while modern platforms such as YouTube attract a younger audience. In the changing media landscape, it is important to take into account viewer preferences and actively use new technologies to achieve success.

Proskurina emphasizes that the new generation is increasingly using mobile devices, and television needs to adapt to these changes to remain relevant. An example of successful adaptation is the program "Evening Urgant", available both on television and on the YouTube platform. This allows it to attract a younger audience and satisfy its needs for flexible and accessible content.

VKontakte's position remains stable, but Instagram* is becoming the new leader

The social network VKontakte continues to be one of the leading platforms in terms of the volume of content created. In 2020, users sent 496 million messages per month, which is twice the activity on Instagram and four to five times the volume of other social media platforms. Despite these impressive figures, the number of active creators on VKontakte decreased by 7% compared to the previous year, and the total content volume decreased by 11%. This indicates trends that require attention and analysis from digital marketing and content management specialists.

According to statistics for October 2020, Instagram became the leader in the number of active creators, reaching 42.8 million users. This number is 50% higher than the same figures for 2019. The growth in the number of authors on Instagram indicates significant changes in the interests and preferences of users.

General-purpose social networks such as VKontakte, Twitter, and Facebook are showing slower growth compared to specialized platforms such as Instagram, YouTube, and TikTok. This is due to the latter focusing on consumption of recommended content and simplifying user interactions by offering formats such as photos, videos, and stories with unique effects. These trends highlight the importance of adapting content to audience preferences and using new formats to attract user attention.

According to expert Vasily Cherny, social media users initially sought multifunctionality on platforms, but they soon realized they did not need all of these capabilities. The decline in popularity of general-purpose social networks has become a noticeable trend, which, in his opinion, will continue to develop in the future. This shift toward more specialized and focused platforms reflects the changing needs of users seeking simpler and more effective ways to interact. Psychologist Anna Baranova notes that users are experiencing fatigue from having to independently search for content on social media. Modern platforms have become a convenient way to relax and spend free time, but active participation in discussions is often perceived as tedious. It's important to understand that users prefer easy-to-understand information and strive for quick enjoyment of content, which makes new approaches to its delivery relevant. Vasily Cherny argues that general-purpose social networks are losing popularity, while entertainment platforms continue to gain momentum. He compares this trend to cinema: entertaining films attract a wide audience, while intellectual films are of interest only to a narrow circle of viewers. This indicates a shift in user interests, who are increasingly choosing content that can entertain and develop an emotional connection. Thus, the future of social media will likely be linked to platforms that offer entertainment-oriented content that meets the demands of modern audiences.

TikTok: A Revolution in the World of Social Media

According to Brand Analytics, in 2020, TikTok surpassed Odnoklassniki in active users for the first time, demonstrating its rapid growth. While Odnoklassniki has 5.3 million active creators, TikTok continues to grow in popularity, attracting more users and creating new opportunities for content creators. This trend highlights TikTok's importance as a platform for socialization and interaction in the modern digital space.

At the conference "Severe St. Petersburg Renat Yanbekov, a popular TikToker with 150,000 followers and a senior editor at SMM, emphasized that TikTok is a unique platform for organic reach. Due to its low competition, TikTok imposes no reach limits, allowing users to effectively promote their accounts in their regions. This makes TikTok an excellent tool for developing a personal brand and growing an audience.

According to expert Vasily Cherny, TikTok is not just a platform, but a true trendsetter, shaping content standards in the digital world. He notes that TikTok provides users with convenient tools that facilitate the creation of high-quality content from the very beginning. These capabilities make the platform attractive to creative people seeking to express themselves and attract an audience. TikTok is becoming a platform where everyone can showcase their ideas and talents, contributing to its popularity among users of all ages.

According to research by Sensor Tower, TikTok's popularity has significantly impacted consumer spending in the app. Between the third quarter of 2019 and the third quarter of 2020, these expenses increased by 800%. This growth underscores TikTok's importance as a platform for monetization and user engagement, and demonstrates changes in consumer behavior in the digital space. TikTok continues to attract the attention of brands and marketers, providing new opportunities for advertising campaigns and increasing revenue.

Over the past year, TikTok's age audience has grown significantly, fueling the emergence of new, engaging content categories—from home improvement tips to educational content. Brands are increasingly creating business accounts on the platform, recognizing its enormous potential for promotion and user engagement. TikTok has become an essential marketing tool, allowing companies to draw attention to their products and services and build a community around their brand.

Cherny notes that the COVID-19 pandemic has significantly accelerated TikTok's growth. Many artists, faced with concert cancellations, began actively using the platform to connect with fans. This helped develop a new audience and ultimately led to a sharp increase in TikTok's popularity.

Elizaveta Proskurina is convinced that TikTok will continue to gain popularity if it maintains its unique content delivery algorithms. She emphasizes that TikTok attracts users from platforms like Instagram, Facebook, and YouTube thanks to its effective recommendation system, which encourages active engagement. The uniqueness of its content and the algorithm's ability to suggest precisely what interests users make TikTok an attractive choice for a new audience.

"I strongly recommend businesses to enter TikTok if they haven't already," notes Proskurina. She emphasizes the importance of tailoring content for a younger audience, singling out Zoomers as the primary target group. TikTok is becoming an effective platform for brand promotion and engagement with young consumers. Using creative and relevant content will help businesses attract attention and increase awareness among this audience.

Proskurina notes that when entering TikTok, it is necessary to consider the interests of both younger and older audiences. Brands that can adapt their content to different age groups will gain a significant advantage. This highlights the importance of a strategic approach to content creation on the TikTok platform, which is key to successfully engaging with users and increasing reach. Companies must carefully analyze the preferences of their target audience and develop unique formats to effectively attract attention and drive activity.

The State of Twitter: Stability and Activity

Despite the limited number of authors on Russian Twitter, their activity is truly impressive. On average, each user posts 47.1 messages per month, making Twitter the leader in activity among social networks. This platform is primarily an important source of current news, allowing users to quickly obtain information and share it with a wide audience. Given the high speed of data exchange and the ability to instantly respond to events, Twitter remains a key tool for communication and news distribution in Russia.

Expert Vasily Cherny argues that Twitter still holds a significant place as a news platform, but its audience is aging. While Twitter was once a popular platform for young people, recent years have seen them increasingly choosing alternative formats for information. This shift in preferences could impact the platform's content and user engagement strategies.

Elizaveta Proskurina argues that Twitter is here to stay and will continue to develop in its own way. She emphasizes that the platform remains important for major media outlets. A lack of an active Twitter presence could be a serious mistake for media companies seeking to remain relevant and engaged in public debate.

According to Cherny, young people are increasingly losing interest in Twitter amid the emergence of new content formats such as Instagram Stories, VKontakte clips, and TikTok. This circumstance explains the lack of a mass user migration to the Twitter platform. With the growing popularity of visual and short-form content, Twitter faces challenges that could impact its audience and user engagement.

In the context of the international situation, Twitter in the United States remains an influential platform. However, in Russia, Telegram has taken a key media role. According to expert Cherny, this could negatively impact Twitter's prospects in this country. With the changing media landscape, it is important to consider how different platforms adapt to local conditions and how this affects the information space.

Proskurina notes that Twitter remains a relevant and fashionable platform, despite the constant changes in the digital world. She emphasizes that American media continue to actively publish their top news on this platform, which testifies to Twitter's viability and development.

The Future of Telegram: Will the Platform Become Less Popular?

A study by Deloitte showed that in 2020, Telegram demonstrated a significant increase in user activity, increasing by 11% compared to 2019. This fact underscores the growing interest in Telegram amidst increasing competition in the social media market. Users are increasingly choosing this platform for communication and information exchange, making it a significant player in the messaging space.

Experts have mixed opinions on Telegram's future. Vasily Cherny, a respected analyst, emphasized that Brand Analytics did not include Telegram in its report. He argued that Telegram is not a full-fledged social network, but rather a social platform with special features. This uniqueness makes Telegram an interesting object for analysis and forecasting its future development in the context of social media.

Cherny emphasizes Telegram's importance, noting that the platform is 1.5 times more cited than the top 100 media resources in Russia. He argues that Telegram has become a powerful media tool, occupying the niche of Twitter, including the news segment. This demonstrates Telegram's growing influence on the information space and its ability to adapt to user needs.

Elizaveta Proskurina expresses concerns about the possible loss of Telegram's audience. In her opinion, the current situation is reminiscent of past events, when Pavel Durov began monetizing VKontakte. This decision led to a significant loss of users. She believes that Telegram could face similar problems if it doesn't take its users' interests into account.

Proskurina emphasizes the possibility of introducing an advertising network into Telegram, which, in her opinion, could lead to an increase in customer acquisition costs and changes to content delivery algorithms. She notes that Telegram's popularity is largely due to the absence of intrusive advertising. The introduction of advertising could reduce user attention and negatively impact the platform's perception. The expert expresses concerns that changes to the advertising policy could impact user loyalty and Telegram's overall image as a user-friendly and unobtrusive messenger. Elizaveta notes that the introduction of advertising could lead to new algorithms, which could, in turn, reduce reach and lead to increased ad blindness among users. This conclusion is based on her experience working with other platforms, such as VKontakte. She emphasizes that changes in algorithms can significantly affect user perception of advertising and the effectiveness of advertising campaigns.

Gender Differences in Popular Social Networks: A 2020 Analysis

As of 2020, the distribution of authors on Russian social media maintains a stable trend, with women still dominating. However, Instagram has seen an increase in female users, while Twitter and YouTube are becoming more attractive to men. This dynamic reflects changes in user interests and preferences, which is important to consider when developing content strategies for various platforms.

According to expert Vasily Cherny, there is a predominance of women over men on the RuNet. This ratio also persists on popular platforms such as VKontakte and Facebook. Cherny emphasizes that these social networks lack a clear gender identity. Instagram has become more female-oriented in recent years, while Twitter and YouTube continue to be associated with male users. Cherny notes that Twitter has evolved into a news platform, which is less attractive to women, as they show less interest in political topics. Meanwhile, YouTube, with its emphasis on gaming streams and entertainment content, is also more male-oriented, although female streamers can be found. Instagram, in turn, focuses on lifestyle, making it more appealing to a female audience. Thus, the differences in user preferences across platforms are due to their content strategies and the topics they cover. Elizaveta Proskurina emphasizes the uniqueness of Twitter as an anonymous platform. She notes that it is perhaps the last social network where users can remain incognito, using nicknames and avoiding posting personal photos. This makes Twitter attractive to those who value anonymity and freedom of expression online. Twitter's anonymity allows people to share opinions and discuss various topics without fear of recognition, which promotes an open exchange of ideas and opinions.

According to Proskurina, Twitter is an ideal platform for text-based content and dark humor, making it particularly appealing to men. She notes that men feel more free here, as there is no pressure to display their appearance. This creates a space where the emphasis shifts to content rather than appearance, which fosters more sincere and open communication.

Unlike Twitter, Instagram is focused on visual content. Expert Proskurina notes that this platform is not suitable for text-based blogs, which contributes to the growing popularity of beauty topics and personal photos, especially among women. Instagram's visual appeal attracts users, making it ideal for showcasing fashion and lifestyle products and services.