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  • Writer's pictureVAMP

VAMP Trends & Predictions For 2023


1. Labels will move away from traditional soundtracking

Labels will move away from traditional soundtracking which is the method of simply paying influencers to soundtrack songs on TikTok in order to create a viral moment.

Instead focus more on creating viral moments using visual content with influencers to drive user generated content. This could be through bespoke content days with influencers that heavily use the track and could be posted on all creator channels.

2. TikTok to invest in the podcasting world

TikTok will implement or release a new sort of podcast platform, where the pay out to podcasters will be more attractive to entice users and compete against Spotify.

Having seen the influence and engagement with podcasting content on their platform, TikTok will capitalise on their ability to help podcasters reach wider audiences whilst using it to strengthen their hold in the social media industry.

3. Live music industry to invest more on influencer led campaigns

The live music industry will invest more on influencer led campaigns to sell tickets and create immersive experiences for attendees.

With influencers being used by labels to help music move spread through audiences it's about time the live industry made the link to help with sales and activations around tours and campaigns. It's a great opportunity to couple talented creators with incredible artists whilst also helping artists reach new audiences.

4. YouTube Shorts to increase in popularity

Earlier this year, YouTube announced that YouTube Shorts is generating over 30 billion views a day. They followed this up by announcing their new ad strategy and an improved scheme to pay creators for contributing to YouTube's growth - in hand, likely increasing the number of creators engaging with YouTube and will eventually prove to be a sturdy rival for TikTok.

5. Podcasts marketing will be a key marketing strategy for brand campaigns

Podcasting has become an important form of media in black culture. People are creating large engaged audiences of listeners and we’ve seen brands increasingly showing interest in tapping and understanding these audiences.

We think podcast marketing will become increasingly popular in the form of ‘vodcasts’ (video on demand casts) as brands invest more into producing their own content around product launches and key moments. By teaming up with vodcasts, brands give potential customers the opportunity to familiarise themselves with products by offering first looks and putting themselves directly in front of consumers (often with the help of charismatic talent/creators!) helping further their reach and gaining attention from demographics they may have overlooked in traditional marketing. With Anchor (Spotify’s leading podcast distributor) allowing free vodcast uploads in 180 markets and reports from Cumulus Media that 6 in 10 weekly podcast listeners prefer podcasts with visuals - brands are sure to tap in!


1. Collaborations and partnerships between SVODs to combat the saturated and segmented market

Consumers are spoilt for choice and as the cost of living continues to rise, they will be looking at ways to cut back on various luxuries, and countless individual subscriptions are one of them. With this in mind, streamers will need to explore various models by way of collaborations, partnerships and deals in order to maintain and grow their subscriber base. This is displayed through recent partnerships like Netflix and Paramount+ deal onStrip Search Caller’.

2. Continued growth in investment of short form content

In order to capture the attention of younger and digitally savvy audiences, we are seeing the rise of short form content across YouTube, Youtube Shorts, TikTok and Instagram Reels. The recently launched Channel 4.0 is evidence of this investment into short form content and something we expect to see from more brands who want to capture the attention of Gen-Z and millennial audiences.

3. Rise of international and regional (“local global”) content

As SVOD’s have levelled the playing field and widened access, offering the ‘direct to consumer’ model, we have seen the rise of content from all over the world, this is evidenced through the megahit that was Netflix’s ‘Squid Game’. As people look for more connection, representation and ultimately new and fresh stories within the content they consume, this is a big area for growth.

4. How will cinema innovate?

Although cinemas have opened back up post-pandemic, they still face certain challenges. This includes a lack of blockbuster films, due to the backlog in shooting caused by COVID-19 delays in production.

Audiences are now used to shortened 45-day theatrical windows, allowing them to stream films in the comfort of their homes sooner than ever before. With this in mind, cinemas need to think about innovative and engaging ways to attract audiences for their theatrical launch. An example is the TikTok campaign that Simply Sayo completed that has been playing during pre-movie trailers in Cineworld. This engages younger audiences that are now used to the quick accessibility of streaming.

With the rise of virtual reality (VR) and augmented reality (AR), filmmakers will have new tools at their disposal to tell stories in new ways. VR allows people to immerse themselves in a story by putting them inside the world of the film. AR lets users see the real world through the eyes of characters in a film. These technologies allow us to interact with our favourite characters in ways that were never possible before.


1. According to Bloombers, the Metaverse is predicted to be an $800 Billion (700 Billion) industry by 2024.

Facebook has really been taking the backseat when it comes to social media platforms in recent years. However, it seems they will be changing their formula to one similar to that of TikTok - a more short-form, algorithm led approach. More of their posts will be led by AI and the introduction of the Meta-verse, where you will be able to create an Avatar and be present within the metaverse such as attend meetings within the metaverse as your avatar and so much more. The AR glasses are also something that are in development and we should hear more on soon. They may also become a bigger contribution in influencer marketing and have more people posting ads on their platform.

2. Pinterest on the rise

Pinterest has now been more on a steady upward trajectory. They saw a big boost in usage during COVID, this was due to people browsing pinterest for things to add to their homes (decor, home offices etc.) in the lockdown periods. In 2023, Pinterest should be putting a bigger focus on international markets and its ad tools. Also, expecting improved AR capture and display options - providing new tools such as capturing their products in 3D and AR products. Pinterest also seems as it’s increasing it’s influencer marketing and should hopefully be putting bigger budgets towards this in the new year.

3. Instagram might find more ways of imitating TikTok

Brands such as Meta are making massive changes to the current climate, whether it be internally with their staff or their metrics on Instagram. With the popularity of TikTok continuously increasing, it is more and more noticeable that Instagram are taking a few pointers. With brands already having the Instagram ‘Shop’ feature available to them, before you know it there will be live shopping streaming (just like TikToks successful feature) on stories.

When it comes to content creators, it seems that they prefer to create their video content on TikTok. So to create certain content, they often do so on TikTok first and then post on their Reels. With Instagram adding very similar features onto Reels, they can go straight onto Instagram and create a similar without having to do so on TikTok. For example, there are already new features available such as the green screen, what do you think will be next?

With brands just getting into collaborating more with TikTokers, could the increasing similarities mean that they will revert back to collaborating on Instagram?

4. How will cinema innovate?

Tolerance of offensive behaviour is decreasing and issues being called out publicly across social media on a regular basis. Will brands and creator have to become more tight lipped in campaigns? Advertising standards will likely be adding more regulations, restrictions and policies for campaigns across social media. Should this be the case it could have an affect on how brands build their campaigns, but will they be engaging? When collaborating with creators it will be really difficult for their content to be authentic if the ‘’DON’T’s’’ keep increasing. Their creative freedom will be reduced even further and it will have an affect on the impact the campaign is supposed to have on their audiences. But is it still possible to get the message across without offending different communities?

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