This year has flown by and 2024 is already right around the corner! With reports on social media trends for 2024 recently coming out from the likes of Semrush, Brandwatch and Hootsuite, let’s break down the key takeaways and trends to watch. 

Authenticity: the key to social media success 

According to Stackla, a staggering 90% of shoppers take into account the authenticity of a brand when deciding to make a purchase. With there being so many brands active on social media, being authentic is essential to set you apart. Not only does it improve engagement but fosters trust, credibility and allows you to build a genuine connection with your followers. Not every piece of content has to be super polished and professional, and if Gen Z is in your target market, this is even more important! 

User-generated content (UGC) has taken social media by storm and there’s no sign of this trend fading away in 2024.  It’s considered one of the most authentic types of content as it stems from real experiences and opinions from an audience. Plus, it’s cost-effective and yields a long-term return on investment (ROI). The more genuine and devoid of jargon the content, the stronger the connection audiences will forge with the information. So, if authentic content isn’t already a part of your social media strategy, it should be in 2024. 

TIP: Utilise behind-the-scenes posts – it offers audiences a genuine, unfiltered look into the inner workings of a person or brand, ultimately helping to humanise the brand. 

AI – aka the word of the year 

If you work in marketing, chances are you encounter this term daily and its prominence is underscored by its recognition as the word of the year by Collins Dictionary. It will most likely continue to dominate headlines and be a big deal in 2024 as it continues to develop.  

AI applications like ChatGPT, have become a core tool to support marketers. However, it’s important to remember they lack things like creativity, emotional intelligence and a genuine human touch. Therefore, brands must tread carefully to preserve the authenticity that users want as well as maintain important aspects of a brand like tone of voice when utilising AI. Striking a balance between efficiency and authenticity will be what makes all the difference! 

TIP: Keep up with the launch of AI tools and experiment with them regularly. 

Social media becoming the go-to search engine 

For more than half of Gen Z, TikTok is the number one search engine with 72% of Gen Zers also purchasing a product after seeing it on TikTok, #TikTokMadeMeBuyIt speaks for itself.  

Many users view the platform as less biased than Google and use it to find everything from travel and local activities to book and restaurant recommendations. People are drawn to how quickly they can search and find what they’re looking for, that it’s real experiences and opinions, and more engaging and personalised than text-based search results. 

With people spending longer on social media and conducting more searches on social media platforms than ever, brands that want to stay relevant and successful on social media must embrace social media search. 

TIP: Keywords are crucial – incorporate them into captions and hashtags to increase the likelihood of being featured in search results, but don’t overdo it and aim to create social content that answers search questions! 

Other social media trends to watch in 2024: 

  • Social commerce will continue to rise 
  • Video content maintains its indisputable dominance 
  • Increase in the use of micro and nano influencers 
  • More brands incorporating sustainability initiatives 

If you need help navigating the social media landscape of 2024, feel free to get in touch with us today.