The Social Check-Up - October 2024

Our social media experts have pulled together a selection of the most impactful trends that you need to know about.

8D audio takes over TikTok?

Have you heard of 8D audio? It is created by combining audio equalisation techniques, panning, and effects to simulate surround sound from standard stereo audio files. It’s already making waves on TikTok, with 160,000+ videos using #8DAudio .

Many users in Reddit’s neurodivergent communities have credited 8D audio for its relaxing effects, helping them clear mental fog, stay calm and increase ?focus. Several TikTok videos also focus on these claims, with one healthcare professional, Dr Sasha Hamdani , asking her audience if the phenomenon helps soothe or overwhelm neurodivergent people. This video was viewed over 2 million times and generated 3,000 comments, with some users supporting the potentially relaxing effects. Elsewhere on YouTube, a specific 8D audio playlist tailored to a neurodivergent audience has over 300,000 views, further cementing the popularity amongst people with neurodiversity such as ADHD.

8D audio could be a useful tool in creating engaging social video content that immerses viewers through the use of panning audio.

Will you be using this audio technique in your next campaign?

Should social media platforms take an active role in supporting mental wellbeing?

Creators are under increasing amounts of pressure. We have also seen constant backlash towards influential people for their behaviour, leading them to turn off comments on their social channels to escape. This poses the question, as society increases its focus on mental health, should the platforms be taking more action to support the mental well-being of their users?

TikTok is one platform that is taking action. They’ve introduced an initiative in partnership with Headspace , aiming to prioritise the mental health of creators through enhanced resources. The much-needed initiative will provide up to 20,000 global TikTok creators with 6 months of free access to the Headspace app, giving them access to expert-led tools and mental health content that has been proven to reduce stress and build resilience. The platform has also partnered with the World Health Organization (WHO) ?to increase mental well-being awareness and literacy through highlighting content created by WHO-affiliated healthcare professionals.

Meta has also developed mental health and well-being tools for users, including guides on recognising suicidal behaviours, emotional support and crisis resources.

This is a good step forward, but we still have ways to go. Will the other platforms follow suit?

X continues to alienate users

A year after the platform was sold to Elon Musk, X is still adapting its functions much to the dismay of users. The latest change that has left users confused is a revision to the block function . If your X account is public, a blocked user can now see your posts, but they are prevented from engaging with them.

The change to the block function was met with largely negative reactions, with many pointing out the safety concerns that come with this shift. This ?change coincided with?competitor app Bluesky growing in 500,000 users in just 24 hours , implying that people are looking for decentralised alternatives for microblogging and news.

With usage of Bluesky increasing, we could potentially see a growing number of healthcare professionals on the platform, sparking new conversation around healthcare.