The social media landscape is evolving faster than ever, driven by advances in technology, shifting user behaviors, and the continuous quest for more meaningful engagement between brands and audiences. In 2024, brands need to be aware of emerging trends to stay competitive and relevant.
1. Generative AI transforms content creation and marketing effectiveness
Generative AI (GenAI) has emerged as a major asset in social media marketing, providing marketers with streamlining their workflow with the best AI social media tools like ChatGPT and Google Gemini. A 2023 report found that 80% of marketers believe AI has positively impacted their work, with 78% gaining more time for creative tasks and 73% reporting higher efficiency. By 2024, it is projected that AI will be used in data analysis, content production, advertising, and chatbot creation.
Content creation with Gen-AI
GenAI is reshaping content creation by enabling marketers to generate ideas, outline drafts, and even produce complete articles. According to a 2024 survey, 45% of marketers are currently applying AI to idea generation, 31% to outlining, and 18% to writing. More than half (56% report that AI-enhanced content is better (in the sense that things work better) than content that’s merely human-created, and 63% expect that most content in 2024 will be created with the aid of an AI tool. Despite its power, however, human supervision is still necessary for upholding brand voice and genuineness and 62% of consumers—especially seniors—were wary of AI-based content.
AI-driven marketing insights
AI is facilitating marketing analytics, enabling social media teams to generate insights more effectively and more confidently. AI-enabled tools such as ChatGPT, can be used to identify trends and generate predictive information, for example. As per the 2023 report for Work Innovation Lab, 30% of workers, are currently working with AI for data analysis, and 62% of them are interested in doing that, where AI plays a significant role in further refining the content strategies and maximizing the ROI.
2. Short-form video leads, but long-form content gains momentum
Short-form video continues as the predominant content on social platforms such as TikTok, Instagram Reels, and YouTube Shorts and many marketers have indicated they intend to increase investment in this field during 2024. Nevertheless, TikTok’s recent breakthrough to enable videos up to 30 min implies an increasing curiosity for long-form video. One of the formats allows brands to connect with the audiences in a more intimate way and comprehensible way, offering new possibilities to creators and corporations.
3. Social commerce continues to grow
Social media platforms are evolving into shopping hubs, with features like TikTok Shop allowing users to make purchases directly within the apps. Statista states that 106.8 million U.S. users conducted purchases via social platforms in 2023 and this number will continue to increase to 118 million in 2027. Considering the large number of users who buy in-app content on social media platforms such as TikTok, Facebook, or Instagram, social commerce will take a key place in digital marketing plans.
4. Social platforms as search engines
Young audiences are growing up using social media sites, including TikTok and Instagram and they consider these sites as a means of search engine. Google states that more than 40% of young users are also accessing social media for search use, which poses a threat to search engines. Companies need to tailor their content for in-app browseability through the use of keywords, hashtags, and social media automation tools like Sprinklr that improve search engine optimization (SEO) within the platform.
5. Authenticity and transparency are essential
Consumers are demanding brands that focus on authenticity and openness. According to a survey, consumers desire authentic, non-promotional content, open dialogue about brand values and product origin, and educational and user-generated content (UGC). Authenticity continues to be a driver, as in 2024, 56% of buyers wish brands would be more human on social media, suggesting that meaningful, human relationships are critical.
6. Influencers and content creators remain central to strategy
Influencer marketing remains a core part of social media strategies, with half of marketers planning to increase their investment in 2024. Besides star influencers, affordable and effective methods for building trust and facilitating the discovery of products are offered by everyday content creators and UGC. As reported by Gartner, more than 80% of consumers feel UGC increases trust, discovery, and general experience and it therefore comes with a lot of relevance in customer engagement.
Facebook trends for 2024
Because Facebook is one of the largest social media platforms, it still has the potential to develop features and trends that can benefit the growth of brands:
Facebook reels and video content
Facebook Reels has been on a steady rise because it resonates with the general shift towards short videos. Additionally, all types of video content—be it short or long—are generally effective mediums through which brands can engage their audience.
Facebook live
After a short hiatus, Facebook Live is back as a feature that allows brands to reach their followers instantly. Live video content is three times more effective than regular videos which enable brands to share exclusive footage, conduct live questions, and promote their brands.
Facebook shops and social commerce
Thanks to Facebook Shops, brands can now create virtual displays thus making it easy for customers to buy goods from the app. This lets brands make sales while supporting a hassle-free Shopping experience.
Meta verified
Thanks to Meta Verified, a larger volume of users can have verified profiles, thus enhancing the reliability of creators, businesses, and influencers. Such democratization of verification can enhance trust and authenticity.
Facebook stories
Stories are still one of the useful features that are employed in the creation of short-lived content and help to engage audiences without making them feel saturated.
Conclusion
The social media trends of 2024 point toward a landscape defined by personalization, authenticity, AI innovation, and strategic platform prioritization. Brands that leverage generative AI, focus on video content and adopt social commerce strategies will be well-positioned to thrive. Moreover, as the line between social media and search blurs, optimizing content for discovery within platforms is more important than ever. As we move forward, brands should continually adapt to these trends, always prioritizing genuine connections with their audience.
