2024 is all set to take social media trends to new heights. New generations who have never known a world without social media are coming of age, and new innovations are pushing the boundaries of possibilities. In this article, we cut through the noise to explore the key movements gaining traction.
Short-form Video Continues to Thrive
There is good reason for short-form video’s popularity. Bite-sized, engaging videos are highly consumable for users. Whether it’s learning a new skill, getting inspired, or just being entertained, short videos provide value.
For businesses, video marketing has proven effective. According to Wyzwol, 91% of companies use video and see benefits such as increased understanding of products/services and growing traffic. Nearly 90% of viewers report videos convincing them to purchase.
Time spent watching short videos on leading platforms also underscores their value. On TikTok alone, US users spend 197.8 million hours daily. Meanwhile, Instagram Reels sees around 18 million hours watched daily.
To leverage this trend, businesses should create short videos optimized for platforms that highlight what they offer in an enjoyable way. Doing so can help connect with today’s video-centric consumers.
Shift Toward Focus on Mental Health
There has been a growing shift toward prioritizing users’ mental health on social media platforms. Various studies have highlighted both direct and indirect negative impacts of social media on mental well-being.
Research by the American Economic Review analyzing student data found that the expansion of Facebook at colleges negatively impacted students’ mental health. It also increased reports of mental health-related academic impairments.
Additional evidence suggested that the unfavorable social comparisons fostered by Facebook were a contributing mechanism. According to TorHoerman Law, Instagram has also been associated with damaging effects on mental health. It has been linked to issues like low self-esteem, anxiety, and eating disorders.
While social media provides value to many, the accumulating research also points to meaningful risks. This is especially true for developing adolescent minds that are still forming self-concepts and social behaviors.
The problems have escalated substantially. This has led some victims to file lawsuits, such as an Instagram lawsuit against Meta, alleging the platform knowingly put profits over user safety.
As these psychological risks have come more clearly into focus, there are signs platforms are prioritizing mental health. Some have implemented features that allow break reminders or hiding like/comment counts to reduce social comparison.
However, more reforms may still be needed to prioritize user wellness over unfettered growth. This would help create online experiences that empower rather than endanger mental well-being in the long run.
The Power of Livestream Shopping
Live video can be a highly engaging tool for connecting with customers and showing the authentic behind-the-scenes of a business. Through live streams, companies can give customers a virtual front-row seat and hold interactive Q&A sessions.
One burgeoning trend within the live video space is livestream shopping. This allows viewers to purchase real-time items as hosts present and demonstrate products during a broadcast. Livestream shopping has taken off enormously in China, with some estimates putting the market value at $693 billion in 2023.
As the popularity of this interactive shopping format spreads globally, some businesses are leveraging platforms like Facebook to test livestream sales. For example, Sephora has succeeded with its “Facebook Live Fridays” series. As per Growth Collective, this allows customers to buy beauty products featured in live videos.
The Rising Demand for Authentic Content
As audiences increasingly seek genuine content, brands are compelled to offer more insight into their operations through social platforms. This shift in consumer expectations has been notable in recent years.
Previously, discussions about social media trends often centered on the importance of brands taking public stances on issues. However, recent data suggests a change in this dynamic. A 2023 consumer survey indicated that only a quarter of respondents found brands memorable for speaking out on causes aligned with their values.
Interestingly, the same study revealed that consumers perceive a lack of transparency from brands regarding their business practices and core values on social media. This suggests that while brand activism was once a distinguishing factor, it has now become a standard expectation. Consumers now anticipate ongoing demonstrations of transparency and values from brands as part of their regular communications.
As Sprout Social says, today’s consumers are increasingly interested in various aspects of business operations, such as labor policies, diversity initiatives, and investor relations. They also focus on supply chain management, leadership, and environmental stewardship.
The AI Revolution: Reshaping Brand Authenticity
As per Hootsuite, AI-related educational topics experienced a 550% increase from 2022 to 2023, based on examining over 15,500 news articles and blog posts.
Marketing professionals have eagerly adopted this technology, with businesses projecting a significant expansion in their AI usage across various functions. In some areas, the planned increase is projected to double, triple, or even quadruple.
For instance, organizations anticipate a 318% rise in AI utilization for customer support activities in 2024. Similarly, there’s an expected 260% increase in AI applications for image editing tasks during the same period.
While generative AI offers promise for busy professionals, it’s not without its challenges. Research indicates a disparity between marketers’ enthusiasm for AI and the public’s reception of AI-generated content.
Interestingly, attitudes towards AI-generated content vary across generations. The youngest adult generation, for example, expresses more confidence in their ability to distinguish between authentic and AI-created content compared to other age groups. They also show a higher likelihood of trusting and engaging with AI-produced material. In contrast, the oldest adult generation demonstrates the opposite tendencies across all these aspects.
This generational divide in AI perception presents opportunities and challenges for brands as they navigate the evolving landscape of digital authenticity.
FAQs
1. What are the key digital marketing trends for 2024?
A: One significant trend is the growing importance of engaging content, with a particular emphasis on video. Marketing professionals, especially in certain regions, are prioritizing customized video content that offers viewers a comprehensive understanding of products. The interactive nature of these videos has made them a central focus in 2024’s marketing strategies.
2. Is social media expected to remain relevant in 2030?
A: As of April 2024, global internet users reached 5.44 billion, representing 67.1% of the world’s population. Social media users totaled 5.07 billion, or 62.6% of the global populace. These figures highlight the widespread adoption of digital connectivity and the significant role of social platforms in modern communication.
3. What does the future hold for social media?
A: Artificial intelligence is expected to play an increasingly significant role in various aspects of social media marketing. This includes enhancing content creation and optimization, refining influencer collaborations, improving ad monitoring, and advancing social commerce capabilities. AI is anticipated to boost the effectiveness of customer engagement strategies on social platforms and introduce innovative marketing approaches across different social networks.
Only time will tell who really owns their identity and values online versus who’s just chasing trends. In the social media wild west, the brands that last will be the ones people feel see them for who they are. It will be crucial how businesses step up to provide a sense of authenticity—whether through their content, policies, or leadership. This approach will determine the winners over the next 10 years. It should be an interesting ride!
