Top social media predictions for 2024
The social media landscape is ever-evolving, leaving marketers the challenge of constantly having to adapt. So, we’ve compiled a list of the most important predictions for social media trends to pay attention to going into 2024.
1. AI should become the new addition to your social marketing team
This probably comes as no surprise, but Artificial Intelligence is transforming the future of social media. It’s not about who creates your content anymore, it’s about the brand experience your content creates. Through AI bots, brands can create more personalised and playful content, resolve customer queries instantly, analyse consumer data, automate processes and increase efficiencies, ultimately improving marketing ROI. While it is a great tool, brands need to tread carefully when using AI, as there is a growing perception of AI with customers and human creativity and strategic thinking is still essential. According to the Hootsuite Social Media Consumer 2024 survey, 62% of consumers say they are less likely to engage with and trust content if they know it was created by an AI application. To counter this, platforms like TikTok have already generated AI labels so it’s clear to users what’s real and what’s not. In short, the best results will come if social marketers work with AI as a team, rather than using AI to replace human intelligence.
2. Brands will focus on fewer social platforms
Not only are new features and functionalities constantly released on social apps, but according to Demand Sage, the average social media user logs into 7 different social media platforms each month. More than ever Businesses are finding it harder to maintain a presence on multiple channels and therefore are prioritising their marketing strategies to include only their top social platforms that bring in the highest ROI. Marketers should use audience targeting to focus on the platforms that their target market uses most often.
3. Entertaining content will be prioritised over news content
Marketers are realising that entertaining content that inspires, educates or makes people laugh is garnering better engagement over the more news-worthy or self-promotion type content. This is largely due to the rise of TikTok which reimagined entertainment. Even Meta is continuing to step away from news content in focus of more engaging content, which comes after the decline in reach of their link posts. Marketers need to consider their target audience’s interests and produce useful, yet more entertaining content that they will engage with.
4. Longer videos will be the new short
It’s expected that the algorithm will prioritise longer, more in-depth videos as social apps continue to increase their maximum video lengths, for example Instagram now allows reels to be as long as 15 minutes. Another reason longer videos are on the rise is because user behaviour is changing as content creators are creating more in-depth videos, consumers are increasingly looking to social to seek answers to their questions, and people are craving entertainment more than ever on social.
5. Social media are the next search engines
Google is no longer the only search engine people are turning to for real insights. Gen Z customers are increasingly using the search function on various social platforms to find products, brands and experiences that interest them. Why? Because people are captivated by bite-sized, hyper-specific, user-generated videos. To make sure your brand is easily discoverable, marketers need to build social SEO and keyword research into their content calendars. For example, by using relevant keywords and hashtags in social media posts, brands can increase the chance of appearing in search results.
6. Direct messaging is the new social feed
As social media engagement increasingly moves off the public feed and into direct messenger, social apps are responding to this by trying to monetize DMs. Marketers should therefore explore click-to-message ads, live chat support and direct messaging with chatbots as part of their paid strategy to foster direct conversations and strengthen relationships with their customers.
7. TikTok Shop will be an influencer favourite
TikTok Shop has fast become an influencer favourite with the shopping feature handling everything from storefront to shipping and the platform’s algorithm is already rewarding users who promote it. According to a report by Root Digital, 50% of TikTok users have made a purchase after watching a TikTok Live. However users have already reported scams and knock-offs and are questioning creators' honesty. Therefore brands should promote their products in a way that feels authentic such as using product placement rather than overtly pushy tactics.