Executive Summary

In 2023, the social platforms will attempt to heal from last year’s external challenges and self-inflicted wounds. It won’t be easy, but as they do, they’ll create new opportunities for marketers. Meanwhile, as government regulation on TikTok looms, a crop of new social apps is waiting in the sidelines.

3 KEY QUESTIONS THIS REPORT WILL ANSWER

1. How will the rise of BeReal and other Gen Z-focused apps impact TikTok, Facebook, Instagram, and Snapchat?
2. Will the rallying cry to ban TikTok continue into 2023?
3. What platforms will benefit from Twitter’s user decline?

WHAT’S IN THIS REPORT? Our outlook for the US social media landscape in 2023, based on our latest forecasts for US social network users and ad revenues.

KEY STAT: In 2023, TikTok will become the third social network, along with Facebook and Instagram, to surpass 100 million monthly US users—provided US lawmakers or regulators don’t grind its growth to a standstill.