Could 2024 Be The Year You OVERHAUL your Social Strategy? Let’s See What The Top 5 Trends For 2024 Tell Us Right Now
Emma Linaker
Fractional CMO/CCO | Growth Strategist | Ex-Google & Ogilvy | 25+ Years in Marketing | Digital Transformation Expert | Middle East & Asia Specialist | Crisis & Reputation Expert | Speaker
2023 has been a challenging year for marketers and I certainly won’t blame you if you say that you are having a hard time keeping up with everything that has gone down.?
Looking back we saw the rise of ChatGPT and other generative AI tools which have completely changed the way brands create content and engage with customers.?
In an already diverse social media landscape, Twitter rebranded to X and we saw the launch of Threads and Lemon8 as well as the addition of various new features to TikTok , YouTube Shorts and more.?
However, we also saw articles on how various social media platforms are declining in popularity. According to The Atlantic , the number of Facebook users is dropping and advertisers are tightening the purse strings. Elon Musk’s X has been in turmoil since he bought it and the platform has seen many layoffs, a lot of negative publicity and a big drop in advertising revenue .?
Even though TikTok is still growing, there is still the risk of the platform being banned in some countries. And as for Instagram , it has moved away quite drastically from social networking towards being more of an entertainment platform.
In addition, the companies behind the platforms are struggling and there were mass lay-offs this year. Meta lost billions and laid off 11,000 people, while the Metaverse remains a fantasy.
According to MarketWatch.com the tech industry suffered the loss of more than 240 000 jobs in 2023, a number that is 50% higher than 2022. Losses were seen both in startups and in the big names in tech like Google , Amazon , Microsoft , Yahoo , and Zoom .?
So, as we head into 2024, for the first time in my life I’m suggesting you might want to rethink your social strategy end to end. Consider why you are using social media and what you need to achieve. If your efforts are failing to create a loyal base of customers to sell to, then you need to adjust your sails and do things differently.
My top six trends I can see being key to know for your 2024 planning are:?
Brand Watch’s State of Social report shared that consumers are currently the ones shaping the narrative on social media, with brands owning just a tiny fraction of the overall conversation that surrounds them online. Learning from your audience and understanding their behaviour, feelings and opinions will give great insight into how to serve them better.
Furthermore, a report by PowerReviews , shows that a staggering 99.9% of customers read reviews when they shop online.?
While analysing and understanding your audience, implementing strategies that align with different genders and ages is also going to be important as personalisation is another big trend of the future.
Status Brew also reports that a customer-centric approach is key and shares that 2024 will see the boom of social listening and sentiment analysis , which pretty much go hand in hand. With 80% of brands aiming to track brand mentions and 61% taking to social listening, the need for tools that help with the same has increased manifold.
According to Forbes short-form videos are 2.5 times more engaging and are able to capture the attention of 66% of consumers. The Social Insider blog shares that the current number of TikTok users is 1.677 billion and that it is not slowing down. TikTok has continued to grow and captivate audiences all over the world. If you are not on TikTok this should be your priority for 2024.
领英推荐
Following closely behind TikTok ’s short-form video content in the popularity ranks is Instagram’s Reels . Instagram has over 2.35 billion monthly active users while the number of daily active users is estimated at 500 million. About 62% of Instagram ’s active users use the app to research products and brands and the app’s algorithm favours Reels, heavily prioritising this type of content.
BraveMedia predicts that going forward platforms will incorporate enhanced interactive video features, such as shoppable videos, real-time reactions, and seamless AR integrations. What will help you create and ideate videos at scale is a mastery of AI tools like Wondershare Filmora and Fliki .
Social Insider reports that If your brand is relevant to Gen Z, then you will need to focus your efforts on how you can appeal to them more. This is the generation that documents everything they do online and who often post about the brands they like. User-generated content is definitely expected to increase in 2024.
Stats show that nearly 2.5x shoppers are more likely to trust user-generated content than brand-created content. Brands like Starbucks are encouraging customers to share content related to their experiences with the brand to build brand credibility and authenticity in their socials.
2024 is the ideal time to create a social storefront if you don’t have one and to jazz up your existing one. Social insider predicts this trend will keep rising and recommends that brands do all they can to make the most of shoppable ads and to attract buyers with discounts, easy refunds and returns, and sharing of positive reviews.
Status Brew shares that younger consumers, in particular, are keen on social shopping, with 70% using Instagram to discover products and 90% following at least one business page. They say Facebook still remains a powerhouse, facilitating over 2 billion monthly exchanges between consumers and businesses through Facebook Messenger , solidifying its position as a top choice for social commerce.?
Brands who do an excellent job of attracting Gen Z followers include RyanAir , who have 1.6M followers and 12.5M likes on TikTok. Their strategy is all about delivering pure entertainment and includes jumping on viral trends, mocking passengers or rivals and even their own services.
Claire’s , the international accessories brand, have also adapted their strategy to target both the Gen Z and Alpha generation. They started a programme that sees them working with Gen Z to create TikToks and they also launched Shimmerville , their immersive digital world on Roblox.
Brave Media predicts that as we approach 2024, we will see a substantial push toward “social VR,” the creation of digital spaces where users can interact, shop, attend events, and even work in hyper-realistic environments. Brands must move beyond conventional 2D content and explore novel ways to engage consumers within these immersive 3D spaces.
According to G2 Research Hub , in 2024 we can expect to see software vendors actively incorporating AI into personalisation software, making it easier for brands and retailers to unlock their growth potential and reach very specific audiences with very personal messages.
While DotDigital reports that 2024 will also see personalisation using data from various sources such as behavioural, demographic, and transactional information. In doing so, brands will get a fuller picture of who their customers are and will be able to craft messaging that caters to individual needs and desires.
In conclusion, it is important to note that consumers are no longer looking for performance and perfection. They want to see authentic individuals and brands, not manufactured ideals. Brands must move towards authenticity and honesty, prioritise the needs of their users and continue to offer value. This is what should drive your strategies as you prepare for 2024!