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Quite frankly, 2022 has been a transformative year for the entire social media landscape. From the introduction of new technologies, to a clearer focus on privacy concerns, to changes in ownership of major platforms, things look very different than they did 12 months ago. 2023 will be an exciting time for HCP social media marketing, to say the least. Let’s explore the outlook for this year!
facebook and instagram
2022 has been a tough year for Facebook. Facebook didn’t have a stellar year as revenue dwindled due to Apple iOS ATT privacy tracking and trying to catch up with newer platforms like TikTok.
One of the biggest things Meta is looking to push further in 2023 is click-to-message advertising. Click-to ads are Facebook and Instagram ads that start threads on Messenger, WhatsApp, or Instagram that allow you to communicate directly with your customers. According to an article in social media today, which is one of the fastest growing advertising products with an annual run rate of $9 billion. Imagine, as a pharmaceutical brand, being able to engage directly with a healthcare professional (HCP) and answer routine product questions, so that the next day he is better able to serve the HCP. Talk about great service!
The world of augmented reality (AR) and virtual reality (VR) is Meta’s next focus in 2023. If you haven’t read our previous blog post on comparing AR and VR and want the latest information, please see this link. Meta’s future plans include partnering with Ray Ban to focus on his AR glasses. Now these aren’t expected from him until 2024, but they’re just too cool to not talk about. Ray Ban has developed glasses and sunglasses that allow the wearer to take videos and photos. This feature not only gives users new ways to capture the moment, but also allows them to stay in the moment without reaching for their phone or camera. These glasses allow users to pause the music or turn up the volume with a flick of the side, much like an air pod. Users will be able to share their videos and photos to Facebook directly from their mobile phones.
Staying on the topic of AR vs VR, Facebook has also established a connection with VR app Horizon Worlds, allowing users to share videos from the platform to Instagram Reels. I’m sure Meta will try to push the VR world further as the years go by.
For Instagram, expect Reels on Reels on Reels. Video formats like TikTok are the fastest growing way to consume content for users. Currently, users can find the reel in the middle of the icon at the bottom of the screen and start scrolling the video. The pharmaceutical company brand can use the same video on TikTok since he started using Reel. And vice versa. This is typically useful in the pharmaceutical field. Because we all know that getting creative approval can be a hassle! (and many of them), choosing trending sounds to use in your videos, and choosing a cover photo that grabs your HCP’s attention. Scroll.
One of my favorite updates to the Instagram platform is the new AR/interactive ad format. Whether it’s 3D ads, GIFs, or otherwise, these new ad styles take users to a whole new level of engagement. I know healthcare marketing is trying to catch up when it comes to social, but if you play in the social media sandbox you need to make a splash and have some fun creative to help HCPs learn more about your product. I have. Thinking out loud, I’m no creative mastermind, but the pharmaceutical company’s brand, with Family Match-style ads that entice users to choose the most important answers to frequently asked questions, has helped healthcare professionals What if you designed a creative for or had no limits? Great to see the brand develop his AR/VR creatives. For example, when an allergy drug company creates an ad that makes users feel what the world looks like through constant nasal congestion, sneezing, or even swollen eyes, it can have a big impact. You can see Then, after taking the medicine, it shows a sharp contrast!
Again, I’m not a tech guru, nor do I understand how it works on any particular platform, but if a brand can make it happen, test it. I’m honored to give you a little credit, but let me digress.
Twitter, Twitter, Twitter, where do we start? Whether you’re an Elon Musk fan or not, I’m sure you can all agree that the platform has been interesting in the last few months of 2022.
In the fall of 2022, Musk and Twitter will host a town hall for advertisers, and Musk said he’s working to help the platform handle more video. I think this gives Twitter more options, whether it’s content or advertising, but maybe both. Since most of the social media content we watch and scroll through is video, it makes sense for Twitter to catch up with other major platforms like his TikTok and Instagram.
At this Town Hall, Musk said that an increased character limit may also be available. As I was writing this blog post, a mockup of how these tweets would appear to a user within her Twitter feed emerged. I read an article from social media today, the Tweet displays the first 280 characters as usual, with a “More” button at the bottom. Click this button to see his remaining 4,000 characters in the tweet.
Twitter’s biggest update to swirl the internet since its initial rollout is the verification program, also known as Twitter Blue. In case you didn’t fully understand it at this point, Musk and Co. tried rolling out an $8 verification program with little to no backend verification. Recently, a big accident happened when a user pretended to be Eli Lilly and tweeted that he got free insulin. This little tweet caused Eli Lilly’s stock to plummet in his day. Twitter has since pulled back on the program and made some tweaks, but it hasn’t been quiet since there was a dispute between Apple and the App Store’s 30% commission. made some changes to the program. $8 if a user requests the blue checkmark on her web and $11 if she requests it via an iOS device, which covers Apple’s fees. A different colored checkmark is also displayed:
- The blue check mark will be private
- The gold check mark will be for your brand
- Gray checkmarks are for government accounts
“But Ethan, what do you get for that fancy blue checkmark and $8 a month? And how do you keep yourself from being a scammer?” Benefits included as part of this checkmark club include increased visibility of replies and mentions, and increased ranking in search results for your account. You’ll also get fewer ads than the rest of the unverified users, and you’ll be able to post longer videos.
It’s important to note that Twitter is currently in a very fluid state, and newly proposed policy changes and platform enhancements fade almost as fast as they appear. In short, it is too early for advertisers and brands to take anything other than a “wait and see” approach.
Personally, I think Twitter will make a comeback. When it comes to advertising and pushing content to patients and consumers, it’s very important to the world of healthcare. As videos become an option and the ability to compose longer tweets, I think users and brands will come back to the platform. I think it’s too late for a change.
The winner of the Twitter-wide mess is LinkedIn. Sure, Mastodon and Hive have grown users, but LinkedIn is where advertisers can put her Twitter ad dollars to good use. LinkedIn has made several major updates to Campaign Manager throughout his year, and the platform recently announced several updates that it believes will play a big role in 2023.
LinkedIn is now expanding Group Identity Audience Targeting to all ad types. This allows advertisers to rely more on data on LinkedIn’s platform based on job title, seniority, industry and even interests. Now this is still based on what is listed in the user’s profile so you have to take it with a grain of salt (because as we all know anyone can sign up as her HCP ).
LinkedIn is also working to expand how advertisers can use the platform’s conversion API to integrate their data into the platform for campaigns. It collects data from customers, uploads that data for further targeting, sends that data to data providers such as his IQVIA for first collation, and then puts that data to platforms for social media. Perfect for advertisers who can upload to campaign. Overall, I think LinkedIn is growing its capabilities, especially in the first party data sector.
tick tock
Finally saved the latest. In the past he has talked about TikTok and how HCPs use the platform every day. Since then, TikTok has of course been updated with new features and rollouts. However, I feel that TikTok is still new to the pharmaceutical and healthcare industries, so I would like to focus on the basics.
If you’re looking to start advertising on TikTok and don’t know where to start, we recommend the TikTok for Business Academy. The academy is relatively short and has a ‘self-paced’ format, which I found very effective. I have to answer some questions along the way, but there is no “final” exam yet, or at least I haven’t yet.
Another great way to learn more about a platform is to actually participate in it. I promise you it doesn’t take long for the ads to be served and most of the time you won’t even realize you’re looking at them. It’s about becoming a major player in the media marketing sandbox and allowing advertisers to be creative. I hope you enjoy it!
There it is! All my thoughts on next year on social media’s leading platform for healthcare marketing. You may or may not agree, but I hope we can have a conversation either way if any of these updates will help you and your brand.
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