Now more than ever, social networks are essential for engaging your community, building connections, and retaining customers.
However, to succeed you must produce high-quality, authentic content that prompts action. It might be time to entrust the writing of your posts to a web copywriter ?
Also consider following Social Media trends to reach your goals. In 2024, your strategy will revolve around artificial intelligence, inclusivity, micro-influencers, multisensory content, and augmented reality — all within the metaverse and on key platforms like TikTok, Discord, BeReal, ChatGPT, and Instagram!
1. TikTok, an app that has become essential
TikTok has become essential for brands looking to attract a young audience. You could even say the app dominates social networks among under-25s!
TikTok gathers over 1 billion active users worldwide, including 14.9 million in France alone (compared with 4 million in 2019). Its users regularly check new content posted on the platform:
- 90% of users access the app daily;
- They spend 24 hours per month watching content on TikTok;
- Young people aged 4 to 15 spend an average of 75 minutes per day watching TikTok videos;
- 30% of Generation Z prefer to use TikTok to search for products.
Good to know: 56% of users and 67% of TikTok creators form stronger connections with brands that publish humanized, unfiltered content, according to a study by the platform.
If you're not yet on the platform, catch up quickly! Especially since this content often appears on other social networks, making TikTok an excellent omnichannel medium.
And that's not all! The impact of ads and posts on the platform is quite impressive:
- TikTok ad reach grew by 9.6% between Q4 2021 and Q1 2022;
- One in five internet users can potentially be reached by an ad on TikTok;
- 43% of users are willing to try something new after seeing it on TikTok. This applies to products or services promoted on the platform.
The right communication strategy:
- On TikTok, communities call the shots. To grow your audience, you need to participate in your community's conversations.
- Be creative and develop highly personalized marketing campaigns to create a direct connection with your audience.
- Prioritize authentic, humanized content rather than overly commercial, "too perfect" videos.
2. AI-generated content
This is undoubtedly the trend that will take up the most space and experience the greatest change. Rapidly developed and popularized by constantly evolving tools, artificial intelligence is transforming the entire content-generation market.
ChatGPT, Dall.E, Midjourney… tools that are gradually becoming daily aids for creating content. Writing, illustration, coding, translation: these tools can do it all, and much faster!
Despite some initial reluctance toward them, especially at their launch, we are slowly getting used to and normalizing the use of these tools. Many brands generate ad posters seen by thousands or even millions of people thanks to AI. So why not you?
3. The strong comeback of live streams
With TikTok’s rise and the video format gaining strength, every social network has had to adapt to the new content hierarchy. Beyond short-form video, long-form content and especially live streaming are making a strong comeback for 2024.
Brought back into fashion mainly by the TikTok platform, live streaming is getting a makeover and beginning to win over a community seeking authenticity and spontaneity. Many brands and businesses have already taken the plunge and created real events that find their audiences.
4. The rise of nano and micro-influencers
Until now, brands placed great importance on the number of followers when they wanted to recruit a influencer since it gave them the opportunity to reach a wider audience.
However, this model is showing its limits because major influencers can feel too distant from a brand's consumers. Those consumers are now turning to nano and micro-influencers. Admittedly, they have a smaller number of followers, but they can engage their communities and be much closer to them.
In other words, expect a little less glitz and a lot more authenticity in the content produced for influencer marketing!
The right strategy:
- Find the ambassador who embodies your values and brand image;
- Analyze the influencer's online reputation before working with them;
- Focus on nano and micro-influencers who are experts in your field;
- Compensate influencers fairly and maintain trusting relationships with your content creators.
Also read: Social media: the power of micro-influencers
5. Monetization of creator content
Rewarding and paying content creators—those are the right moves social media platforms have made in recent months. TikTok and Instagram have a Creator Marketplace, while Facebook offers its Brand Collabs Manager.
The goal is clear: to attract and retain content creators by giving them greater visibility with brands looking for quality partners.
Social networks are realizing that these influencers play a major role in their success. They must therefore prevent a talent exodus by making it easier to monetize their content.
These marketplaces offer them extra exposure, where they can manage their image, find partnerships and receive compensation in exchange for their content.
For companies, these platforms simplify the search for content creators and help them connect with users who share their values. It's ideal for improving content marketing or getting started with influencer marketing!
6. LinkedIn's shift toward a more human, conversational tone
LinkedIn experienced a key turning point by establishing itself as a conversational platform. Now entrepreneurs, executives and other leaders share their daily lives, thoughts and opinions openly and explicitly.
Some say that LinkedIn has, in that sense, turned into Facebook, which isn't entirely accurate. Even though posts are becoming more authentic, sometimes more "personal", they remain oriented toward professional life. Moreover, today private life and work life often overlap.
Nevertheless, despite this 'Facebook' aspect that some users disapprove of, posts containing genuine reflections attract many likes and comments.
Should this be seen as an opportunity for influencer marketing? Yes, absolutely! If these opinion leaders can talk about their daily lives and share their experiences so freely, they will be inclined to promote the businesses and brands they use.
As long as the content integrates naturally into their personalized messaging, a partnership with them can be considered.
7. Podcasts are taking over social networks
If podcast consumption has jumped since 2020, especially in the United States, they are becoming increasingly viral in France thanks to social networks. In our country, 4.4 million people listen to at least one podcast per month.
It's fair to say marketers have recognized the potential of this type of content and should therefore seek to leverage it in their content marketing strategy.
Unsurprisingly, podcasts will continue to invade social networks. Forecasts even predict 800 million users by 2025.
Also read: Social media: 5 steps to succeed with an editorial strategy
8. Even more content… in augmented reality?
Offering live content on social networks is not exactly new, but in 2024 it should become increasingly common.
This is mainly because such content is highly engaging — being able to communicate directly with a brand or its representative tends to bring us closer to it — and because augmented reality broadens the range of possibilities.
Indeed, it's no coincidence that all social networks have added an AR feature. For now it mainly lets you apply filters to live content, but this technology has such potential that surprises are expected as soon as this year.
While the 'digital detox' trend has many followers, brands have understood that they need to change how they operate on social networks.
Thus, in 2024 quality should be preferred over quantity and everything should be done to create particularly engaging content (podcasts, live content with augmented reality…). Authenticity should also regain a genuine place in brand communication.
9. Conversational marketing is gaining momentum
We pointed out that LinkedIn has become a social media platform focused on conversations. This return to more connection and exchange is not isolated. Conversational marketing, in general, is strengthening within corporate strategies. Its goal is to communicate better with the community and to give it the opportunity to express itself.
Conversational marketing relies on personalized interaction with members of its community. This way each member feels valued and, above all, reassured. The right strategy:
- Write content that influences rather than sells;
- Use simple jargon, short sentences, and words your audience actually uses;
- Add a call-to-action that encourages interaction: ask a question, start a debate, invite people to share their opinion...
10. Stories are still in the spotlight
As you know, communication channels have multiplied over the past several years. Articles now sit alongside videos and podcasts, which still enjoy great popularity.
Stories, ephemeral content, have exploded. They allow you to communicate differently and encourage internet users to connect more often so they don't miss anything. Stories are particularly useful for event communication.
11. Promote Social Gaming
Social Gaming has become mainstream: now is the time to fully leverage it!
This approach gets users involved and, above all, energizes your community. Thanks to Social Gaming, you can demonstrate the authenticity your audience expects, entertain them, and even communicate in new ways.
There are many ways to use Social Gaming. You can set up a hashtag or integrate your brand into a game. You can even leverage tools like webcams or augmented reality.
Why not create a Discord room to connect your community? This will strengthen your customers' sense of belonging, build loyalty, and above all generate conversations (remember that conversational marketing is a strong social media trend!).
The goal is to offer new experiences to your audience.
Also read: Social listening: how to monitor social networks?
12. Cookies are disappearing, think Social Ads
This year, cookie tracking should have completely disappeared from screens. Companies will then have to rethink their advertising strategy on social media.
Fortunately, thanks to social networks, brands reach a wider audience, and the arrival of Social Ads has made it possible to collect essential information about users.
Moreover, the potential of advertising on social networks is considerable: 49% of internet users say they are likely to make a purchase after viewing an online ad.
The right strategy:
- Consumers are demanding personalized advertising experiences.
- Your Social Ads strategy should therefore be based on a deeper knowledge of your prospects' preferences to respond relevantly to their expectations.
- Take advantage of user-generated content (UGC). UGC is an excellent way to counter ad blockers.
- Be creative and engaging so your marketing content is shared as widely as possible.
13. The rise of social selling
Since digital platforms opened their doors to e‑merchants, innovations to facilitate sales have continued to emerge. On Instagram, for example, a customer can now buy a product without leaving the app. The opportunity for online stores is considerable, but it requires revising the purchase journeys in place.
The right strategy:
- Allocate a larger budget to influencer marketing and form strategic partnerships with relevant influencers.
- Spark consumer interest through consistent posts and build customer loyalty.
- Improve your online presence and be creative to gain followers: post more, include attractive visuals, personalize your content...
- Simplify the customer journey to make more sales.
- Generate trust with UGC.
Also read: How can you increase your sales through social selling?
14. Fighting Fake News
The growing number of internet users on social networks has created a new way of consuming information. Today, the vast majority of users get their information from Facebook, Instagram, Twitter, or YouTube.
Although this trend originally made it easy to distribute the information customers were looking for, many brands have faced misinformation. Unfortunately, fake news has recently become even more prominent, and companies will have to tackle the problem head-on to maintain their credibility.
Twitter and Reuters have also taken their share of responsibility and have joined forces to fight against fact checking. Thanks to Artificial Intelligence, the first posts to appear after a search will contain only high-quality, verified content.
The right strategy:
- Only provide sourced content to your audience if you want to protect your reputation.
- Share interesting information to prevent your customers from moving to the competition.
15. Multisensory content, adapted for everyone
Talkwalker highlights this social media trend and we can only endorse it! Every year we are told a new format will emerge and become the norm. Except that in reality many formats seem to progress: Reels, carousels, podcasts… Content types abound and each finds its own audience.
It's hard to recommend a single content category — quite the opposite! The goal will be to serve multiple purposes and appeal to the different profiles that make up your audience. Social media posts should therefore be diversified to create a true sensory experience. After all, that's what 45% of consumers expect…
However, there's no need to revolutionize your entire content marketing strategy! You should continue to produce high-quality content, whether visual, audio, or video. You can also recycle old articles. These are the famous evergreen contents.
16. The race toward the metaverse continues!
Mark Zuckerberg was the first to announce the arrival of a new virtual world with the metaverse. Through that announcement, it is indeed the explosion of virtual reality that is at stake.
Among social media trends in 2024, the potential of virtual and augmented reality is enormous and companies able to invest in the phygital space will see a considerable gain in value and interest. It's a market that could represent 5,000 billion by 2030.
Consumers increasingly want ever more immersive experiences and demand no longer comes only from video game communities.
Moreover, technologies like immersive reality, NFTs and blockchain advance every day and help enrich the metaverses.
The right strategy:
- If you decide to create your own metaverse, make sure to include two essential principles from the start: security and inclusion, to reach everyone and avoid potential issues.
- Perfectly meet your prospect's expectations to create the metaverse that matches their needs and captures their interest.
- Observe your competitors to learn from their mistakes.
- Experiment to see what works.
17. Authenticity and inclusivity
We know that influencers' work is often to present a perfect image of the products or services they praise. Some therefore do not hesitate to "adjust" reality a little to leave no imperfection showing. Instagram is thus a catalogue of stunning photos that can only make you drool…
Yet internet users are not fooled and the need for authenticity is becoming a genuine social media trend! Rather than smooth, perfect content, they seek posts where small flaws may be present because that certainly sounds more real. It's no coincidence that the BeReal app is a huge hit.
Furthermore, consumers expect brands to take a stand and to address themes like inclusivity, sustainability, social justice and mental health.
The right strategy:
- Be honest and consistent between your words and actions, and make sure the people who represent your company are too.
- Listen to consumers and act accordingly.
- Make the effort to genuinely commit to becoming an inclusive brand.
18. Social networks are decentralizing
Many brands have begun to decentralize their community to their own website. By creating their own social network, they were able to regain control over their audiences, without intermediaries.
Decentralized networks are at the forefront of independence. Users value them because they can keep control over their personal data, and also over the content they generate, which cannot be censored!
Moreover, decentralizing social networks brings a renewed sense of authenticity and conversation. We covered BeReal and Discord in this article. They appeal to this new wave of social media users seeking more genuine, exchange-focused content.
The right strategy:
- Use interaction tools that are simple to set up and use: forums, plugins like BuddyPress or WP Symposium, independent servers like Mastodon...
- Analyze your audience's communication patterns to offer them a social network that suits them.
- Ensure you maintain a good customer experience.
- Avoid conflicts while preserving freedom of expression.
Our tip for leveraging social media trends
Now that you know the social media trends for 2024 and the steps to follow for an effective digital strategy, all that remains is to create relevant content!
You can also hire a web copywriter to help you on our writing platform to create your social media strategy with qualified professionals.
The article Social Media: 18 trends to watch in 2024 first appeared on Redacteur.com.
