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EMARKETER

Q1 2023 Paid Social Forecast and Trends

As Overall Growth Slows, Social Media Starts to Mature

Report by Max Willens  |  Feb 10, 2023
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Report
Deck
The One-Pager
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Table of Contents
Executive Summary
Social media is running out of headroom.
But social users remain very valuable.
Short-form video continues to dominate.
Time spent with social is almost flatlining.
Facebook faces another year of user and time spent declines.
Instagram keeps users on the hook and reels advertisers back in.
Meta’s Advantage+ tools had a strong showing in Q4.
TikTok remains social’s darling, but advertisers beware of a ban.
Gen Z is the social video generation.
What’s next for the ‘other’ platforms?
What should advertisers look out for in 2023?
Insider Intelligence Interviews
Sources
Media Gallery
About This Report
As social media grows more “lean-back” than “lean-in,” it’s settling into an era of more modest growth defined by short-form video consumption, stabilizing time spent, and ongoing challenges with Apple’s AppTrackingTransparency.
Topics
Social Media Ad Spending
Social Media Users
United States
Table of Contents
Executive Summary
Social media is running out of headroom.
But social users remain very valuable.
Short-form video continues to dominate.
Time spent with social is almost flatlining.
Facebook faces another year of user and time spent declines.
Instagram keeps users on the hook and reels advertisers back in.
Meta’s Advantage+ tools had a strong showing in Q4.
TikTok remains social’s darling, but advertisers beware of a ban.
Gen Z is the social video generation.
What’s next for the ‘other’ platforms?
What should advertisers look out for in 2023?
Insider Intelligence Interviews
Sources
Media Gallery

Executive Summary

With little room left for user penetration, a recession looming, and ongoing challenges related to Apple’s AppTrackingTransparency (ATT), US social network ad spending growth in 2023 will be less than half what it’s been for most of the past decade, and it will remain that way through at least 2024.

KEY QUESTION: How will social network ad spending change, and what are the key trends in user behavior across social platforms?

To view the full forecast, click here.

KEY STAT: From 2021 through 2024, the compound annual growth rate (CAGR) for social network ad spending will be just 7.9%.

Download
Report
Deck
The One-Pager
Share
Table of Contents
Executive Summary
Social media is running out of headroom.
But social users remain very valuable.
Short-form video continues to dominate.
Time spent with social is almost flatlining.
Facebook faces another year of user and time spent declines.
Instagram keeps users on the hook and reels advertisers back in.
Meta’s Advantage+ tools had a strong showing in Q4.
TikTok remains social’s darling, but advertisers beware of a ban.
Gen Z is the social video generation.
What’s next for the ‘other’ platforms?
What should advertisers look out for in 2023?
Insider Intelligence Interviews
Sources
Media Gallery
About This Report
As social media grows more “lean-back” than “lean-in,” it’s settling into an era of more modest growth defined by short-form video consumption, stabilizing time spent, and ongoing challenges with Apple’s AppTrackingTransparency.
Topics
Social Media Ad Spending
Social Media Users
United States
Table of Contents
Executive Summary
Social media is running out of headroom.
But social users remain very valuable.
Short-form video continues to dominate.
Time spent with social is almost flatlining.
Facebook faces another year of user and time spent declines.
Instagram keeps users on the hook and reels advertisers back in.
Meta’s Advantage+ tools had a strong showing in Q4.
TikTok remains social’s darling, but advertisers beware of a ban.
Gen Z is the social video generation.
What’s next for the ‘other’ platforms?
What should advertisers look out for in 2023?
Insider Intelligence Interviews
Sources
Media Gallery

authors

Max Willens

Contributors

Jasmine Enberg
Principal Analyst
Paul Verna
Principal Analyst
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