The 11 Most Vital Social Media Traits for 2023

Working in an trade that morphs quicker than a Energy Ranger could be powerful — the social media panorama is at all times altering. If you happen to’re questioning what’s sizzling, what’s not, and methods to match new social media tendencies into your technique… you’re undoubtedly not alone. However, don’t fear, we’ve solutions.

We appeared on the 9 key tendencies outlined in Hootsuite’s world Trends 2023 report, together with information from our survey of over 10,000 entrepreneurs to carry you this checklist of 11 social media advertising tendencies that may dominate the trade in 2023 — and would possibly even change the way in which you do your job.

The 11 most important social media trends for 2023

1 . TikTok will take over the world

In our social media trends for 2022, we predicted TikTok would become the most important social network for marketing and we weren’t wrong.

But this year, we’re taking our prediction one giant step further.

A host of new feature releases in 2022 suggest that TikTok doesn’t just want to be the number one social network for marketers. It wants to be the number one social network, period.

TikTok, long known for innovation (its fresh video format was the inspiration for Meta’s Reels and YouTube Shorts, after all), has released at least 7 features this year directly inspired by other social media channels:

Ok we admit that last point might be a bit of a guess. But these new features, along with a partnership with Linktree, Shopify and Woocommerce, and hypothesis a couple of podcast app, recommend that TikTok is on a quest to change into a “super app.”

A brilliant app is an all-in-one app that features social media, messaging, companies, funds, and mainly the rest you’d usually do on the web.

TikTok is making strikes into the non-digital world as effectively. Rumors are swirling that the Chinese language-owned firm is constructing achievement facilities in Seattle and Los Angeles in an try to tackle Amazon within the ecommerce enterprise.

However will all these large bets achieve success? All indicators level to sure, largely.

Whereas TikTok continues to develop its consumer base (1.023 billion active users and counting as of Q3 2022), it’s additionally persistently the #1 app when it comes to time spent and general optimistic sentiment.

  • Customers spend 95 minutes per day on TikTok (#1)
  • Customers spend 23.6 hours per thirty days on TikTok (#1)
  • 78.6% of web customers use TikTok to search for humorous or entertaining content material (#1)

Additionally, in line with Google Traits, curiosity in TikTok Advertisements (which is an efficient indicator of enterprise curiosity within the platform) has elevated by 1,125% since 2020.

All this curiosity is for good cause. TikTok adverts income is rising so quick it’s set to match YouTube’s advert income by 2024. Although Google and Meta are nonetheless the largest corporations by far within the digital advert area, that’s no joke for an internationally-owned social media firm.

What does this all imply for companies? Properly, if your online business isn’t on TikTok but, that is your signal to get on it, now.

To-do checklist

  • Seize an account deal with in your model
  • Discover TikTok so you can begin feeling fluent on the platform and discover some ideas
  • Sketch out the fundamentals of your TikTok marketing strategy
  • Use a social media administration instrument like Hootsuite to easily schedule your TikToks, average feedback, and measure your success on the platform from one useful dashboard.
  • Begin exploring TikTok adverts

2. The one new app that may matter will likely be BeReal

BeReal is a photo-sharing app that prompts customers to put up one unfiltered, unedited picture per day to a choose group of pals. Pictures taken outdoors of the two-minute timeframe say what number of minutes late they have been posted.

The community launched in late 2019, however its recognition exploded in 2022. As of October 2022, it’s the top social networking app on the App Store and has been put in roughly 29.5 million times.

BeReal app downloads worldwide Jan-Sep 2022

Google Traits additionally reveals that world searches for “What’s BeReal” and “BeReal app” exploded mid-year in 2022.

Customers skew feminine and younger. The bulk are under 25.

BeReal iOS app users in select countries by demographic July 2022

The app doesn’t have adverts or options for companies but, which many say is a part of the enchantment.

BeReal provides the sensation of the early days of social media when customers primarily posted photographs to point out their pals what they have been as much as — earlier than it turned the extremely curated, ad-heavy area it’s immediately.

Even BeReal’s official communications sound like your best-friend texting you. After a big outage on their app, the corporate merely tweeted “all good now.” That is the alternative of the extremely skilled communications methods of different main social networks.

Talking of outages, the surge in recognition appears to have caught the corporate unaware. Glitches and outages are frequent (with most customers opening the app and posting footage at the very same time) and threaten to hinder the app’s development.

Customers are additionally restricted to 500 pals, that means that your model’s regular advertising technique gained’t work right here.

Regardless of this, BeReal’s recognition has caught the eye of manufacturers like e.l.f. Cosmetics, Chipotle, and Pacsun. And TikTok and Instagram have each launched clones of the twin digicam function (however we don’t know anybody who’s utilizing them but).

This is the reason we’re making a giant wager on BeReal’s significance in 2023. Even when the app doesn’t survive the 12 months, its influence is already simple.

That is what Gen Z needs from social media: unfiltered, uncurated content material that doesn’t ask you to purchase something or make you’re feeling dangerous about your life. It’s a enjoyable place to be. And on the finish of the day, that’s all that issues.

To-do checklist

Time will inform if BeReal caves to the strain to monetize for enterprise. However for now, simply be sure to’re paying consideration.

  • Make a profile and get accustomed to the platform
  • Experiment with the twin digicam function on a platform your model already has a presence on (i.e., Instagram or TikTok) to see if it will get any traction together with your viewers

3. You’ll nonetheless should make Reels

Instagram HQ appeared a wee bit chaotic in 2022, with a number of function updates and Kardashian-inspired backpedaling. However, in our opinion, Instagram continues to be the reining platform for manufacturers.


  • Instagram has 1.5 billion every day lively customers (and a couple of+ billion month-to-month)
  • Reels grew by 220 million users between July and October 2022.
  • 62% of Instagram customers say they use it to analysis manufacturers and merchandise (Fb takes 2nd place with 55%)
  • It’s the popular app amongst 16- to 24-year-olds (sure, it’s nonetheless beating TikTok)
  • Its advert platform and in-app purchasing instruments have been round for years, that means you’re not playing for ROI

Plus, Instagram continues to be pushing video onerous. As an example, all Instagram videos are Reels now, and Reels are closely prioritized by the advice algorithm. For entrepreneurs, because of this posting Instagram Reels are one of the simplest ways to get in entrance of recent eyeballs on the platform.

Google Traits reveals curiosity in Reels reaching all time highs after Adam Mosseri’s announcement that each one movies on Instagram can be Reels (in July 2022).

Luckily, with the rise of TikTok, YouTube Shorts, and Amazon Video Shorts (??!), when you’ve made a brief video, cross-posting is simple (although not formally inspired). Simply be sure to scrub off these logos and watermarks!

To-do checklist

4. Clubhouse will die and social audio will get extra area of interest

From time to time, a new social media app comes alongside that modifications the way in which we create and devour content material. Snapchat did it with disappearing content material, then TikTok did it with short-form movies. In 2020, Clubhouse did it (or was speculated to do it) with social audio.

As soon as hailed as “the following large factor” in social media, Clubhouse is now competing towards a brand new wave of copycat audio-based platforms. Actually, when was the final time you heard anybody point out Clubhouse?

Nonetheless racking your mind? Us too.

Nick Martin, Hootsuite’s Social Engagement Specialist (whom we interviewed about Clubhouse when it first got here out) places it properly:

“Clubhouse confirmed that social audio was a viable solution to share content material after which the larger networks mentioned “thanks very a lot” and made their copycat options. Twitter Areas guidelines the roost now and whereas Clubhouse continues to be round, it’s not folks’s first alternative.”

In response to Martin, Twitter Areas has been extra profitable amongst companies as a result of it’s in an app they already use, with an viewers they’ve already constructed. At this level in social media historical past, it’s simply too large of an ask to construct a following from scratch with an costly media format on a brand-new app — until that app is TikTok (see social media development #1).

Downloads have slowed for Clubhouse since its authentic success in early 2021.

US Clubhouse Mobile App Downloads Q4

One other worrying sign? Some high Clubhouse executives are leaving the corporate.

As an example, Aarthi Ramamurthy, former Head of Worldwide and co-host of “The Good Time Present,” not solely left Clubhouse, she moved her present to YouTube. Not a nice signal of confidence.

Social audio itself continues to be very a lot an experimental area, with no clear winner:

  • Spotify Reside (as soon as Greenrooms), just lately stopped funding their creator fund — an try to lure creators away from Clubhouse — saying merely, “We plan to shift towards different initiatives for reside creators”
  • Fb Reside Audio Rooms has determined to “simplify” by folding the function into Fb Reside
  • Twitter has reportedly shifted sources away from Areas;
  • Amazon created Amp, however then laid off 150 of the folks engaged on it

After which there’s the information exhibiting that social audio isn’t actually resonating with customers.

  • Solely 2% of US teenagers and adults used Twitter Areas as of January 2022
  • 1% every used Clubhouse and Spotify Reside

Although the information seems to be grim, some believe social audio would possibly thrive with extra area of interest audiences. For instance, Twitter’s Tremendous Follows Areas permits creators to host audio occasions completely for his or her paid subscribers. And Discord, the platform recognized for its area of interest communities, just lately constructed its personal social audio function, Stage Channels.

To-do checklist

  • Except you’re making an attempt to succeed in a particularly area of interest viewers, maintain off on investing in a social audio technique
  • If you happen to’re a creator, discover the direct monetization prospects supplied by Twitter’s Tremendous Follows

5. LinkedIn will likely be about far more than jobs

Have you ever seen your LinkedIn feed filling up with increasingly private posts recently? The sort of content material you’d usually count on to see in your Fb feed?

You’re not alone. From CEOs crying to overwhelmed mother and father posting photographs of their youngsters, to breastfeeding advice, the platform is remarkably extra private than it was. Some individuals are even utilizing the platform to find dates. Why?

Jason Prendergast LinkedIn comment blur between personal and professional

A viral post a couple of CEO’s issue with breastfeeding sparks debate within the feedback about whether or not it could be higher suited to Fb.

Has the LinkedIn algorithm modified to favor extra private posts? Or has the pandemic erased the boundaries between our private {and professional} lives?

May or not it’s that belief in Fb, the place we might usually put up this type of content material, is at an all-time low, whereas belief in LinkedIn stays excessive – together with engagement charges? Maybe many of the different social networks really feel so oversaturated that LinkedIn looks like a possibility to seize consideration?

Digital Trust 2022 Overall Ranking

In 2021 we noticed that much like Twitter, LinkedIn posts with out hyperlinks outperformed these with hyperlinks, suggesting an algorithm change favoring content material that entices folks to remain on the platform longer. This nonetheless appears to be the case in 2022, with most viral posts containing a mixture of long-form private storytelling and photographs (virtually like weblog posts) vs. hyperlinks to content material on different web sites.

Regardless of the cause, it doesn’t appear to be this markedly much less “skilled” development goes wherever quickly.

  • LinkedIn invested $25 million in a Creator Fund, paying 100 creators $15,000 every to “share content material, spark conversations, and construct group.” (The objective is notably much like ones held by Instagram and Fb, neither of that are explicitly skilled platforms.)
  • It additionally launched LinkedIn Audio Occasions (a Clubhouse clone) and a podcast network.
  • It launched carousels and response buttons — each initially discovered on Fb and Instagram.

To-do checklist

Don’t fear. We’re not going to recommend you slide into the DMs of a possible soulmate on LinkedIn. For now, experiment with the next:

  • Change up your posting technique to incorporate some linkless posts, comparable to words of encouragement, tacky jokes, or quick private anecdotes.
  • If you happen to’re dabbling in thought management on the platform, take the chance to dig deeper. Assist your C-suite execs provide concepts and recommendation by means of a private lens, exhibiting your followers their human aspect. However preserve it real and grounded in actuality, or else you may risk backlash.
  • Contemplate hiring a ghostwriter to go your LinkedIn content material technique, and write posts that keep away from jargon.
  • Use Hootsuite to crosspost content material you would possibly sometimes put up to Instagram and Fb. Monitor if it performs effectively on LinkedIn.
  • Watch out to not overshare. Despite the fact that extra private content material is trending, it’s nonetheless very a lot knowledgeable app with 6 people getting hired every minute.

6. Gen Z will redefine UGC

User-generated content (UGC) is often outlined as content material created by common folks on social media, relatively than content material made by manufacturers. For instance, as a substitute of posting a product shot by knowledgeable photographer, Nike would possibly repost a photograph from a cheerful buyer sporting their new Nike kicks.

UGC is nice for manufacturers that care about rising consciousness and deepening relationships with their clients. It’s genuine social proof, and it makes the UGC creator really feel particular, each of which enhance model loyalty.

All that mentioned, it has just lately come to our consideration that Gen Z understands the time period “UGC” in an entire completely different method: that’s, as social media posts produced by freelance entrepreneurs or micro-influencers for companies.

In Gen Z phrases, manufacturers pay “UGC creators” to supply content material that appears like natural UGC.

Right here’s an instance:

Not like conventional influencers, who promote manufacturers utilizing their very own channels, UGC creators hand over the content material they make for distribution on the manufacturers’ personal channels. They’re much less model advocates than paid content material creators.

We count on that UGC will maintain each definitions for some time. However this all factors to a bigger social media development: manufacturers outsourcing their social media labor to the creator financial system.

Final 12 months, we wrote in regards to the rising significance of influencer partnerships for entrepreneurs. And in 2023, companies (particularly giant ones) will proceed to search for assist from social media creators to be able to attain their best viewers.

Hootsuite’s 2023 Traits survey discovered that 42% of companies with over 1,000 workers work with creators as in comparison with solely 28% of small companies (these with lower than 100 workers).

Hootsuite 2023 trends survey

Supply: Hootsuite Social Trends Report 2023

However there’s a brand new aspect to the creator financial system to concentrate to: freelance content material creators who aren’t essentially influencers, however who’re simply actually good at social media and promote their companies to manufacturers.

This is smart. Reels and TikToks are rising extra common. They usually require a particular mixture of expertise: technical acuity and professional-entertainer-level charisma. Not simply anybody could make a watchable Reel or TikTok, imagine us.

Additional, conventional UGC isn’t as useful because it as soon as was on social media. Certain, social proof continues to be vital to potential clients, however with the social algorithms pushing movies over photographs, it’s unlikely {that a} picture of the shoe I simply purchased will even make it to many individuals’s feeds.

Lastly, with budgets for advertising campaigns prone to cuts (*cough* recession), and companies turning to cheaper technique of content material creation, utilizing freelance creators for one-off movies looks like an apparent answer. We solely see this social media development rising into 2023 and past.

To-do checklist

  • Attempt Fiverr or Upwork to discover a freelance UGC content material creator (significantly if you happen to need assistance creating Reels or TikToks) or put up a name in your social media feeds
  • Use Hootsuite to schedule these Reels and TikToks to go live at the best times

7. Social search engine optimisation will change hashtags

In response to Google’s internal research, 40% percent of 18- to 24-year-olds are now using social media as their primary search engine. In September 2022, the New York Instances even proclaimed that “For Gen Z, TikTok is the New Search Engine.”

Globally, folks of all ages group use social media to analysis manufacturers.

top channels for online brand research by age

In the meantime, our personal inner analysis (a.ok.a. the check we ran on one among our author’s Instagram accounts) discovered that utilizing keyword-optimized captions as a substitute of hashtags increased reach by 30% and doubled engagement.

And on high of that, Hootsuite’s 2023 Traits report discovered that extra web customers aged 16-24 use social media for researching manufacturers they wish to purchase from than search.

Internet users age 16-24 use social for brand research over search

Supply: Hootsuite Social Trends Report 2023

So, what does this imply for social media execs?

It’s time so as to add some key phrase analysis to your social technique. Relatively than slapping hashtags into your copy after a put up is completed, use key phrase analysis to encourage you to make content material that individuals are already trying to find.

Even if you happen to don’t see an enormous search-fueled leap in visitors and engagement, the worst-case state of affairs is that you simply get a bunch of concepts for brand spanking new posts.

One other social search tip? Hootsuite’s Social Media Advertising Lead, Brayden Cohen, says to consider your social media profiles as mini touchdown pages:

“Search isn’t going to be useless relating to Google. However folks’s habits are altering. They’re utilizing social to seek for new merchandise. Whereas beforehand, I feel folks have been simply coming to social for critiques or attending to know a model, now they’re going for social to truly purchase…The principle factor it’s modified for me is my perspective. I deal with our social pages like a mini touchdown web page and web site. I attempt to think about utilizing our social channels as the primary level of buy.”

To-do checklist

  • Learn our social SEO weblog put up to get the fundamentals of key phrase analysis down
  • Begin incorporating search engine optimisation into all you’re doing on social: add key phrases to your bio, add alt-text to pictures, and sprinkle in related key phrases as you write your captions
  • Add search engine optimisation to your content material technique: Use SEMrush or Google’s Key phrase Planner to decide on some related key phrases and make content material that targets these key phrases. Then observe what occurs (ideally with Hootsuite Analytics)

8. Closed captioning would be the default on social video

For the reason that daybreak of time — or at the least 2008 when Fb and YouTube launched their cellular apps — social media customers have been scrolling by means of videos on silent. As many as 85% of social media movies are watched with out sound, particularly in public locations, in line with a number of research. And viewers are 80% extra more likely to watch a video to completion if it has captions.

Now that short-form video (okay, TikTok) has eaten the web, in 2023 we predict that captions would be the default for all revealed video content material. For 3 causes:

  • Accessibility: not only for folks watching on the bus, but in addition for folks with listening to impairments
  • Engagement: captions preserve folks watching to the top
  • Discoverability: utilizing key phrases in captions is a vital step in optimizing movies for search, rising the variety of folks more likely to see it

To-do checklist

  • Learn to add closed captioning to your short-form AND long-form video
  • Be sure to’re saying key phrases out loud in your video in order that they present up within the captions, too
  • If you happen to’re on TikTok and pressed for time, strive the auto-captioning feature

9. Social commerce will proceed to develop, regardless of complicated indicators from networks

Final 12 months, social commerce was one of many largest social media tendencies. As gross sales blasted previous $350 billion in China, North American and European entrepreneurs scrambled to place themselves to benefit from a brand new solution to make cash instantly on social.

However regardless of its success in China, North American and European shoppers have been slower to catch up. Some social networks scaled again on purchasing options (significantly ones to do with “reside” purchasing, which is a much less widespread phenomenon in Western markets):

Does this imply the promising way forward for social purchasing is additional off than anticipated?


In response to a survey of 10,000 global consumers performed by Accenture, many patrons nonetheless don’t belief the method of shopping for merchandise by means of social media.

top concerns with social commerce Accenture

Supply: Hootsuite Social Trends Report 2023

Their largest concern is that their purchases gained’t be protected or refunded. They’re additionally nervous in regards to the high quality and authenticity of merchandise and sellers on social media. And the third most typical concern shouldn’t be eager to share monetary info with social networks.

Hootsuite’s Traits report requested survey respondents the same query — what are the best boundaries for social patrons? — with related outcomes.

challenges preventing customers from direct purchasing

Supply: Hootsuite Social Trends Report 2023

Regardless of these outcomes, eMarketer information forecasts that social commerce continues to be an enormous and rising trade, even within the US.

Although development in new customers has understandably slowed for the reason that pandemic, by the top of 2022, present shoppers may have spent $110 extra on purchases made on social in 2022 than in 2021, with most new purchaser development coming from TikTok. This implies that, regardless of belief points, audiences are beginning to get used to social media as a purchasing channel, utilizing it greater than ever earlier than.

average annual US retail social commerce sales per buyer 2019-2025

And whereas the reside purchasing expertise might not have been a success with Western audiences, it’s not essentially a sign that social commerce is over. Social commerce takes many kinds, together with shoppable posts/adverts, AR purchasing, referrals, and even second-hand marketplaces like Fb Market, all of that are widespread techniques utilized in North America and Europe.

Actually, many believe that Instagram’s elimination of its Store Tab (together with different natural purchasing options like reside purchasing and affiliate hyperlinks) is an effort to tie social commerce income extra on to adverts, particularly now that “really helpful posts” are included within the feed algorithm. Which means they need folks to purchase stuff on their platform, however by means of paid promoting, as a result of they earn more money that method.

To-do checklist

Retail and ecommerce companies ought to nonetheless be paying very shut consideration to social commerce — and Western-focused companies needs to be proactive about getting good at it earlier than their rivals do.

  • Flip skeptical customers into patrons by providing straightforward returns and refunds, displaying rankings and critiques from different patrons, and preserving patrons notified in regards to the standing of their purchases all through the client journey.
  • Don’t spend money on reside purchasing in case your viewers relies in North America or Europe. Elsewhere, it’s nonetheless value experimenting with.
  • If you happen to’ve obtained price range, spend it on shoppable Instagram and Fb Advertisements.
  • In case your price range is tight, the largest alternatives for natural development in social purchasing are on TikTok. Submit with the hashtag #TikTokMadeMeBuyIt or look ahead to the TikTok Store tab to return to the US.
  • Use Hootsuite to save lots of time on customer support by responding to all of your social DMs in a single dashboard.

10. You’ll have to inform your millennial coworkers to cease utilizing GIFs

It’s gonna be powerful to interrupt it to millennials—particularly those who’re nonetheless mourning skinny denims—however gifs will not be solely an inefficient expertise that’s older than the internet, they’re … not cool anymore.

Of all of the tendencies on social media this 12 months, this one actually breaks our hearts.

What’s our proof? Giphy, the search engine of gifs, has declined in worth by 200 million USD since its peak in 2016. And according to Giphy itself: “There are indications of an general decline in gif use attributable to a common waning of consumer and content material accomplice curiosity in gifs… They’ve fallen out of trend as a content material type, with youthful customers, particularly, describing gifs as ‘for boomers’ and ‘cringe’.”

Simply because response gifs are passé doesn’t imply that each one animated pictures are out, nonetheless. Utilizing stickers as instruments in your Instagram Tales isn’t going wherever anytime quickly (sure, they’re technically gifs.) And creating animations to display how-tos or product flows continues to be a way more nimble answer than asking somebody to decide to a full video, in line with Denea Campbell, Hootsuite’s e mail advertising strategist.

To-do checklist

  • Break it to your elders gently
  • Assist them get fluent in emoji, as a substitute (though there are boomer-only emojis, too)
  • Do not forget that some gifs are sensible and nonetheless okay

11. Extra billionaires will purchase extra social networks

Of all of the social media tendencies in 2023, that is the one we’ve essentially the most blended emotions about.

Social media information in 2022 was a protracted parade of byzantine sagas as a number of billionaires set their sights on social. Elon Musk, Peter Thiel, and the artist previously generally known as Kanye West have every joined Donald Trump (Fact Social) and Jeff Bezos (who bought Twitch in 2014) in funding, proudly owning, or trying to personal, their very personal social media platforms.

On the time of writing, Elon Musk has formally closed the deal on his 44 billion greenback Twitter buy. Kanye West has proposed buying Parler (a right-wing free-speech social community with solely 50k DAUs) in October 2022. And Peter Thiel backed Rumble, a conservative video platform, in 2021.

We predict this development will solely proceed in 2023 as social media turns into an more and more highly effective power in society and enterprise, and suspicions in regards to the objectivity of algorithms enhance (together with fears of censorship and pretend information). We might even see extra billionaires create their very own social networks, a la former U.S. President Donald Trump.

However that is extra unlikely, as Trump’s community has largely failed to realize vital mass, and there may be but to be a profitable mannequin of a personality-driven, brand-new social community. Almost definitely, these with the cash to take action will proceed to attempt to seize a controlling slice of extra established social networks.

Nonetheless, if that is the way in which it’s going to go, we actually do hope that Rihanna will purchase Snapchat and MacKenzie Scott will choose up Pinterest (and perhaps Goodreads whereas she’s at it).

To-do checklist

Companies don’t have a ton of management over which billionaires determine to purchase which social media platforms. All you possibly can actually do is:

  • Keep watch over the information. New possession may imply modifications for advert revenues, community insurance policies, and algorithms — and also you’ll want to have the ability to clarify any sudden drops in efficiency or shifts in technique to your boss.
  • Proceed creating content material that resonates together with your viewers. No algorithm change can get in the way in which of that (we hope).
  • Make sure that your followers are following you on all your social channels (simply in case one among them tanks in a single day because of the ego-driven selections of a brand new proprietor).
  • Hold educating your self and your Uncle Steve about misinformation and significant pondering.
  • Deal with your psychological well being and defend your self from trolls (here are our best tips for social media pros).

Save time managing your social media presence with Hootsuite. From a single dashboard you possibly can publish and schedule posts, discover related conversions, have interaction the viewers, measure outcomes, and extra. Attempt it free immediately.

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With information from Konstantin Prodanovic.

Do it higher with Hootsuite, the all-in-one social media toolkit. Keep up to the mark, develop, and beat the competitors.

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