5 key social media trends to keep an eye on in 2024
Wooden figures of people and wooden cubes with the text “2024 Trends”.
As we approach 2024, the social media landscape continues its rapid evolution, offering thrilling opportunities and challenges for those engaged in the field. Remaining ahead of the curve and staying attuned to emerging trends, is crucial in this ever-changing digital world, ensuring that you stay well-informed and can readily adapt to the latest developments. In this blog post, we will delve into 5 key social media trends to keep an eye on in 2024!
Generative AI
One of the key social media trends to watch in 2024 is the continued rise of generative AI. As artificial intelligence technology progresses, we anticipate a broader integration of generative AI into social media platforms, enhancing user experiences and streamlining internal processes.
A person using a laptop and the word AI connected to symbols representing settings, chat, email, web.
According to the Hootsuite Social Trends 2024 Survey, there is projected to be a '318% increase in organisations planning to leverage AI for customer support activities and a 260% surge in the use of AI for image editing.'
AI will help make processes faster and more efficient and serve as a valuable tool for tasks such as refining ideas, generating images, and aggregating user data. Through the implementation of generative AI, social media platforms can offer content tailored to individual user preferences and interests. This will not only save time and resources for content creators but will also provide users with a more immersive and personalised social media experience, as AI can work with user behaviour patterns and allow social media managers to interpret this data and create new strategies.
However, it's crucial to remember that AI should function as a tool, not a substitute. It lacks the creative thinking and human touch essential for authentic content—something particularly sought after by Gen Z. Users still don't fully trust AI, and this level of trust is also influenced by different generations, so the first thing to do is to know your audience!
When using Generative AI, balance is key!
TikTok (again!) and LinkedIn
A desk with a laptop open on LinkedIn's page, notebook and post-its
If you checked out our blog post covering trends for 2023, you might have observed the mention of TikTok, a platform that has once again earned a spot in this year's blog post. The social media platform continues to be the main trend for creating and sharing short videos (and, at some point, these videos will trend on Instagram). The app recently launched TikTok Shop, providing creators and influencers the opportunity to monetise their content and attract even more attention from customers.
In 2024, LinkedIn is set to make significant progress. The platform recently tweaked its algorithm in response to user feedback, increasing content visibility from followed users and prioritising industry-related 'knowledge and advice' content created by experts in their field. This means you're likely to see fewer selfies when you browse your LinkedIn feed.
It's time for Social Search
Google may be one of the first words that come to mind when we talk about search engines, but social media platforms are growing in popularity and we can expect to see the rise of new search engines by 2024. They will focus on delivering personalised and curated content based on users' preferences and interests, rather than providing a wide range of search results.
On TikTok, for example, you can find answers to your questions, opinions and insights from people just like you, which can be a deciding factor when making a purchase.
A chart representing the share of adults who regularly get news from TikTok in the United States from 2020 to 2022
In addition, these new search engines will prioritise user privacy and data security. With growing concerns about data breaches and privacy issues, users are becoming more aware of the information they share online. The emergence of new search engines will provide alternatives that prioritise user privacy and offer more control over personal information.
Longer videos
Woman recording a video with her phone
Social media platforms like TikTok, X, and Instagram are expanding the duration limit for user-uploaded videos. As mentioned earlier, users are increasingly viewing social media as a search engine, creating a demand for in-depth and informative content.
While short videos offer entertainment and engagement, they often leave viewers craving more comprehensive explanations and insights. With the extension of the video length limit, content creators now have the opportunity to delve deeper into their topics and offer their audience a more thorough understanding.
Extended videos also serve as a platform for creators to showcase their expertise and become leaders in their field. In short videos, establishing credibility and demonstrating a comprehensive understanding of a topic can be challenging. However, with more time, creators can delve into their knowledge, share valuable insights, and create a space for educational content that is both engaging and informative.
Authentic content
Authentic content is more valuable than ever. Users are tired of staged and overly polished posts and instead crave realness and relatable content. This is especially true for Gen Z, who value authenticity above all else.
In addition to the desire for real connections, content authenticity plays an important role in building trust. In today's fast-paced digital world, where misinformation and fake news thrive, users are increasingly sceptical about what they encounter online. By sharing authentic content, brands can not only position themselves as reliable sources of information but also cultivate enduring relationships with their audiences.
Authentic content empowers brands to showcase their values and mission beyond simply promoting products or services. When brands share personal stories or highlight the positive impact they have on their communities, they demonstrate their commitment to something bigger than profit. This transparency allows consumers to align themselves with brands that share their values, resulting in greater brand loyalty and customer satisfaction.
Woman holding a phone and creating content
Conclusion
The social media landscape in 2024 is poised for significant changes. TikTok will continue its dominance in the short video trend, while LinkedIn aims to emerge as a more valuable platform for professionals. The rise of new search engines focused on personalised and curated content is expected to revolutionise the way we search for information online. Longer videos are gaining popularity as users seek answers to their questions, and there's a growing demand for authentic content as users crave genuine connections. As we look to the future of social media, it's clear that trends are evolving to prioritise user preference, privacy and authenticity.
