Martech Predictions 2023 Community

2023 will see the rise of LinkedIn, AI, and online communities

By Alessandro Bogliari, Co-founder and chief executive officer

The Influencer Marketing Factory


The Drum Network article

This content is produced by The Drum Network, a paid-for membership club for CEOs and their agencies who want to share their expertise and grow their business.

Find out more

December 21, 2022 | 7 min read

Talking all things digital and content creation, Alessandro Bogliari of The Influencer Marketing Factory tells marketers what to expect from 2023.

Gaming headset

2023 will see the rise of online communities, but more private channels / ELLA DON via Unsplash

The past year has brought both innovation and challenges to the digital world. Social media and tech move at lightning speed, so it's important to stay up-to-date if you want your business to keep thriving. So here are some predictions for 2023.

More private, niche groups and intimate online spaces

People crave human connection. Whether you sell products or services, offering a micro-community experience makes audiences feel more valued. For these reasons, I predict that niche groups will become more popular than ever next year.

Consumers will opt for intimate conversations within smaller groups hosted on platforms like Slack, Discord, and even Telegram, where they feel more comfortable sharing personal details without absolutely everyone knowing what goes on behind closed doors.

The boom of content creators and industry professionals on LinkedIn

LinkedIn is great for building your personal brand if you're a content creator or professional. According to Statista, by the end of 2022, there will be 66.8 million LinkedIn users in the United States alone; already there are over 875 million in over 200 countries.

It has been integrated into many of today's popular social media platforms and features, such as LinkedIn newsletters, the Creator Mode (the usual 'Connect' button on your profile will change to ‘Follow’), native videos, polls, and more. This makes it easy for your LinkedIn content to travel further.

LinkedIn has long been a known platform for thought leadership, and with its continuing rapid growth, I predict more leaders and creators will turn to the platform.

Powered by AI

Explore frequently asked questions

Artificial intelligence (AI) will change the way we look at content

As AI becomes more sophisticated and widespread, it will change how we view content. In 2023, AI will allow brands to create more personalized, relevant, and engaging content. Here's what you can expect.

Let’s talk about Dall-E. It is a 12-billion parameter version of GPT-3 trained to generate images from text descriptions using a dataset of text-image pairs. To use it, you just need to type in a description of what you want, and Dall-E will generate the image.

If you're curious about leveraging AI-generated content to help you create outlines or copy for social media or blog posts, Open AI also has an incredible tool, ChatGPT. Optimized for dialogue, its goal is to make AI systems more natural to interact with.

More brands will become media companies

There's a lot of talk about the power of brand-owned publishing. It's true that when a brand writes or creates its own content, it can enormously impact how its customers think about the brand.

When brands invest in the ownership of their content and delivering a positive experience for anyone within its company, it helps buyers in their journey, all while contributing to retention efforts by making valuable information readily available.

A great example is Red Bull; over the years, they partnered with many sports influencers and athletes for various events and now even produce their own films, host and sponsor events, and have their own series available on the Red Bull TV app. What started as an energy drink brand evolved into a hub for anyone who's into sports and thrill-seeking.

In 2023, we'll see a big shift, and more brands will become media companies by producing and bundling content in various formats such as subscriptions, how-to video content, online publications, and more.

Creators will diversify their revenue streams

Over the last few years, we’ve seen the rise of more diverse platforms and creators than ever being able to break through and make a living while doing what they love. In 2023, content creators will be able to find success on more platforms than ever before and be able to grow their businesses in new ways.

They'll be able to enjoy the benefits of being on multiple platforms, including increased reach and revenue streams, which means they'll be able to focus more on creating content that truly resonates with their audience.

They will be able to monetize with revenue streams such as affiliate marketing, brand deals and partnerships, hosting live shopping events, online courses, influencer marketing campaigns, paid ad partnerships, and more.

Suggested newsletters for you

Daily Briefing


Catch up on the most important stories of the day, curated by our editorial team.

Ads of the Week


See the best ads of the last week - all in one place.

The Drum Insider

Once a month

Learn how to pitch to our editors and get published on The Drum.

Martech Predictions 2023 Community

Content by The Drum Network member:

The Influencer Marketing Factory

We Deliver Influencer Marketing Campaigns on TikTok, Instagram, YouTube. Tailor-made campaigns. We are a Global Data-Oriented Influencer Marketing Agency. Our Services:...

Find out more

More from Martech

View all


Industry insights

View all
Add your own content +