21 Dec Five social media trends for 2024
With the new year almost upon us, you should already be thinking about your social media marketing strategy for 2024. As well as being informed by what did and didn’t work well for you this year, you’ll also want to consider what is likely to happen more generally on social media over the next year. Get ahead of the game by finding out more about some of the top social media trends we can expect to see in 2024.
More authentic content
With the rise of ChatGPT, the ways that Artificial Intelligence might help, or hinder, businesses has been a major topic of conversation this year. While some have embraced AI, research shows it should be treated with caution when it comes to marketing activities such as content generation, as it might be turning customers off. Results of a survey by Forbes published earlier this year, show audiences remain sceptical about AI-generated content, with 76% expressing concern that AI will cause misinformation on company websites.(1)
When it comes to communicating with customers, whether through your website, social media or directly, authenticity is key to building trust in your brand. While we’re likely to see even more processes and interactions become automated in 2024, this provides a great opportunity for brands to differentiate by adopting an authentic human approach and adding personality to their marketing – something that has already proved successful for companies like Innocent for many years.
Longer videos are back
Short-form video content has been king over the last five years thanks to the stratospheric rise of TikTok. However, more of us are using social media primarily for entertainment, and we want to be entertained for longer – as proven by the success of Paramount’s decision to upload the entirety of its film, Mean Girls, to TikTok in 23 separate clips in October 2023.
Thankfully, social media platforms have realised that, while we want to watch longer videos, we probably don’t want to watch them in 20+ parts. As a result, TikTok and Instagram Reels have recently increased the maximum length of videos to give businesses more time to provide detailed informative content in the way customers want to consume it.
Social media – the new search engine
If you’re searching online, the first port of call for most of us is still Google. But things are starting to change, particularly for Gen Z, many of whom are now using social media platforms like TikTok and Instagram as a search engine. Google’s Senior Vice President recently said: “In our studies, something like almost 40% of young people, when they’re looking for a place for lunch, they don’t go to Google Maps or Search, they go to TikTok or Instagram.”(2)
Not only does this reinforce the importance of your business being active on social media, it also has an effect on the content you need to include in your posts. While hashtags used to be the prominent way to reach an audience outside of your existing followers, with more people using social media as a search tool, keywords are becoming much more important. An example of how keywords can help your posts get discovered on Instagram, is through the ‘Explore’ tab, which displays posts tailored to your interests based on common keywords with other content you’ve interacted with.
LinkedIn goes back to business
Despite starting out as a jobseekers’ platform, LinkedIn has grown to become one of the most successful marketing channels for b2b businesses. When Covid hit, users started to interact with the social network differently, moving away from updates about their professional achievements to more personal posts. While many of these posts have proved successful at generating conversations and interactions across the platform, LinkedIn isn’t Facebook, and it doesn’t want to be.
In a bid to return to its roots, recent algorithm changes have been implemented to prioritise posts that provide knowledge and advice from users who are professionals in their industry. LinkedIn has also recently introduced a ‘Top Voice’ badge to incentivise people to share their expertise and skills, and, in return, their profile gains more visibility on the network.
With users looking for more authentic, longer-form content, many are favouring Instagram carousels over a single image. Posts with multiple images, often called ‘photo dumps’, allow the images to convey a longer narrative, which consumers are more likely to engage with.
While we know that, in general, video is the king of content, it’s also not feasible to produce time-consuming, high-quality videos for every single one of your social media posts. It’s not only easier to create a carousel of images than a reel, it’s actually more effective (at least on Instagram). An experiment carried out by social media management platform, Hootsuite, earlier this year showed carousels to be the top-performing type of post on Instagram, with further reach and higher levels of engagement than reels.(3)
Is your social media not performing the way you want it to? Take a look at our blog on five common social media mistakes and how to rectify them.
Looking to overhaul your social media strategy for 2024? Our team of social media experts are waiting to hear from you – get in touch.