You don’t need a crystal ball to see which social media trends will dominate 2024. Instead, data is the key to understanding what’s coming next. By analyzing performance metrics and consumer preferences, we can gain clear insights into the future of social media. This is more than just forecasting the next blockbuster TikTok video; it also entails seeing the underlying changes in audience behavior and comprehending how your brand fits into the overall scheme of things.
In this article, we’ll explore 10 key social media trends that are shaping the landscape, with input from industry experts and the data that’s driving these changes. Whether you’re a marketer or business leader, understanding these trends will help you stay ahead of the curve and position your brand for success.
Trend 1: Video is King…but with a Long-Form Twist
While short-form video is the established king of social media, long-form video has had a dramatic resurgence. We’ve seen TikTok, which initially cut through the noise with quick, snappy content, slowly adapt longer formats. Starting with one-minute videos, TikTok today lets users upload 10 minutes of video and is testing uploads of up to 30 minutes. It even started pushing horizontal video- like YouTube-more as it continues to innovate to keep users engaged for longer periods.
This is more than an experiment. According to reports, users on TikTok spend more than 50% of their time streaming videos that are at least one minute long. Long-form video gives brands the elbow room needed for more in-depth storytelling, value-added content, and building much deeper emotional connections with the people they serve. From tutorials to documentaries, the landscape is stretching much, much beyond bite-sized entertainment.
The take-home lesson for businesses is clear: short-form video remains critical for driving immediate engagement and virality, but adding longer-form content helps build greater, deeper relationships with viewers. You will have opportunities to communicate more complex messages while keeping the audience engaged for longer periods with long-form tutorials, behind-the-scenes videos, storytelling series, or any other form of longer content.
By 2024, video consumption is projected to make up 82% of internet traffic. Brands that invest in a balance of short- and long-form video content will position themselves better for differentiation and meaningful connections with their followers.
Trend 2: Playful Content is the New “Brand Personality”
In 2024, brands are trading in their formal, corporate tones for a more playful and relatable approach. This shift is about experimenting with fun, creative content that taps into the ever-evolving meme culture and the broader voice of the internet, without losing the essence of their brand identity.
A good example of one of the pioneering brands who have really brought this into practice is LinkedIn, which presents fun and relatable inspirational content through its Threads, talking in a human voice. Auntie Anne’s Pretzels also used memes cleverly as a source of social media content. They remain to keep intact the typical brand colors and tone through wisecracking on internet memes; so playful content does not mean to sacrifice brand consistency.
The importance of this trend lies in how it makes brands more relatable and accessible. Humor can cut through the clutter of a very promotional nature of usual advertisements, and companies can then reach people in a new and creative way. Brands embracing humor and fun can create an emotional bonding with their audience, leading to greater engagement and higher brand loyalty.
Brand takeaway: Fearless fun content. Determine the appropriate meme formats or trends that align with your brand’s voice and spin them into something else. This will really help the brand stay relevant while creating a more human connection with its audience.
Trend 3: The Expansion of Social Commerce Remains a Trend to Watch—and Use
Everyone has seen the #TikTokMadeMeBuyIt trend or bought something themselves based on seeing it online. This isn’t a fad-social commerce is growing and really entrenching itself as one of the major trends to look out for in 2024. Platforms like TikTok, Instagram, and Facebook continue to leap forward in terms of in-app buying, making it more accessible than ever for consumers to find and engage with and buy products without ever having to leave the app.
In fact, TikTok Shop is now officially launched in the US and testing new ways to flow the in-app shopping experience. According to Jeff MacDonald, Social Strategy Director at Mekanism, “live shopping events and interactive purchasing options are expanding even further this year.” After all, live streaming shopping events stitch entertainment and instant purchase together – a successful definition of the new way that brands connect with their audiences. “This year will prove key in determining whether North American audiences fully adopt live commerce streams the way other regions have,” he says.
For brands, this presents a huge opportunity. If you haven’t yet experimented with social commerce, now is the perfect time to start. There is a large, eager-to-buy audience waiting on these platforms. Social commerce not only reduces friction in the customer journey but also leverages the impulse buying behavior triggered by real-time engagement and social influence. Brands can increase conversion rates by making their products directly accessible where their consumers spend most of their time—on social media.
With the global social commerce market projected to grow to $1.2 trillion by 2025, this trend is a must for businesses looking to expand their reach and boost sales.
Trend 4: SEO is Important for Social Channels Too—Not Just Your Site
Increasingly, social media networks are being used as a search tool. Specifically, 40% of Gen Z users rely more on using TikTok or Instagram to search for travel ideas, product recommendations, or how-to videos than on Google. That means optimizing your social media content for discoverability is important more now than ever.
Just like you would optimize the blog post or a webpage, do the same thing with your social content. Brand takeaway: Ensure one gets more eyeballs and reach by optimizing posts, using the right keywords on captions, bios, and alt text. Be strategic with hashtags; your content then reaches the right audiences. You’ll be popping up more and more in those search results across Instagram, TikTok, and even YouTube by giving the same SEO TLC to your social channels that you’ve given to your website.
These masters of social SEO will also drive more organic reach, better engagement, and even better conversion rates at this turn of 2024, as they appear in more targeted searches.
Trend 5: Behind-the-Scenes Content and Reimagined Transparency
Transparency is not something you can opt out of; it’s an expectation in 2024. What’s going on behind the scenes matters, and consumers demand honesty about how things really get done. According to one survey, 86% of people say authenticity is the top factor in determining support for brands. But the focus is different. In a few short years, saying or doing the right thing on social issues was what made the difference for brands. Today, talking openly about internal practices and values is what keeps them ahead or drives them down.
Brands such as Nisolo are making a new wave by publishing “report cards” for their sustainable products: the clear, actionable proof that such things are done according to ethical business practices. This change means that consumers no longer want brands that can talk the talk but rather also one who walks the walk. According to Paula Perez, Social Engagement & Community Growth Specialist at Oatly, “Consumers care more than ever about labor practices, diversity, investor relations, supply chain, company leadership, and environmental responsibility.”
This can help businesses earn trust and loyalty by being able to provide consistent, behind-the-scenes content showing the business values. It is through showing how certain products are made, who the people behind the brand are, or how the brand is working on sustaining the environment. Such content allows companies to show their audience in a way they can be connected to the issue. This is further supported by social listening in that it enhances the ability of brands to monitor conversations, issues surfacing, and react proactively.
Trend 6: Authentic Content Resonates Across Platforms
Authentic, non-promotional content has never been in greater demand than it is today-and that’s what consumers are looking for. A new study revealed that 86% of consumers say authenticity is the key to deciding which brands they want to support. Conversely, according to consumers, the number one thing missing from brands on social media is authentic, relatable content. This is largely driven by the rise in creator culture, where influencers, employees, and those with real, unfiltered experiences resonate more than ever with audiences.
Only the rising uses of AI in content production could have increased demand for an authentic experience. Sam Mackowitz, Social Media Manager at Flywire, notes that while AI excels in delivering faster results, the personal touch remains essential. This balance will be crucial in 2024. Consumers, faced with more AI-generated content, are actively seeking the human element.
The winners in a new wave of authenticity will be the brands that are able to harness this wave.” Real voices, whether from creators, customers, or employees, outweigh smooth, perfect content. Take the example of Flywire, whose content is always topped by employee-featured content. That implies consumers engage more with a brand when they can see the human faces behind it.
Brands should focus on creating authentic, relatable content that feels personal and genuine. Imagine playful posts, behind-the-scenes glimpses in which you can present your staff in a very casual fun way. Empowering your employees in content creation signals trust and integrates them into the community. It fosters engagement and strengthens the sense of belonging.
Trend 7: The Evolution of Social Teams and Titles
As social media becomes more complex, social teams are structuring themselves accordingly. Currently, 64 percent of teams organize around platforms, but this setup will eventually become outdated as new trends emerge. The recent rise in Threads’ popularity has sparked debates about shifting team responsibilities accordingly.
Increasingly, specialized roles are the new norm because social media roles are growing rapidly. Gabby Grahek, strategic services consultant with Sprout, says that for some organizations, the “next level” of their social strategy must be fueled by creating specialized roles. “For those possible, you should invest in such teams and their maturity,” advises Grahek.
Brand takeaway: Now is a great time to review your structure, identify gaps, and ensure your team adapts as social media evolves. Social professionals have the opportunity to pitch new roles based on emerging needs.
Trend 8: The Boom of the Creator and Influencer Economy
It’s a creator and influencer-led world, and brands keep the pace. In 2024, influencers are central to social media strategies, delivering an authentic, human voice to audiences.
Authentic, unfiltered content like the one on TikTok keeps the demand high. As Jeff MacDonald mentions, “Users go for authentic stories.” The creator economy is expected to grow by $21.1 billion by 2024. Additionally, 92% of consumers prefer influencers to traditional advertising. So, partnerships with creators remain fundamental for brands in engaging their target audiences and establishing trust.
More than 50% of brands use influencer management platforms like Tagger, which simplifies scaling for ease of measurement.
Brand takeaway: Authenticity and humanity will drive marketing success in 2024. Collaborating with creators isn’t a trend—it’s essential to stay current in today’s dynamic digital landscape.
Trend 9: Personalized Customer Care is a Consumer Preference
Personalized customer care turns into the need of the hour in 2024. Around 70% of customers now expect personalized responses to their social media posts or questions. They prefer tailored replies over generic ones. Additionally, 76% of customers notice and appreciate brands that highlight personalized support. For businesses to succeed, this has become a necessity.
75% of companies have integrated social customer care across marketing and customer service teams. This means ensuring both teams align on brand voice, tone, and response protocols. Tools like Case Management and integrations with Zendesk and Salesforce help teams collaborate effectively. They also personalize interactions, boosting customer satisfaction and loyalty.
Trend 10: Marketing and Customer Care Teams Use AI Regularly…and Monitor It Closely
Today, AI plays a crucial role in marketing and customer care. Over 80% of marketers report positive changes in workflows, content creation, and customer service. Jeff MacDonald notes, “By 2024, deeper AI integration will enhance personalization, delivering tailored content recommendations and responsive chatbots.
With the growing usage of AI, ethics are now shifting towards the center of focus. Gabby Grahek observes, “With the initial shock of AI behind us, companies will now establish strict policies to leverage its efficiencies responsibly.”
Brand Takeaway: Leverage AI to boost content and customer interactions, but ensure you have an AI use policy. This helps maintain ethical standards and protects your brand.
Conclusion
Social media is no longer just a marketing tool. Brands must embrace new trends—video formats, social commerce, and authenticity—to stay relevant among billions of users. Businesses should adopt these trends to connect with their audience and drive growth. The social media landscape is constantly evolving, leaving little room for error. Investing in the right strategy is key for brands to not only survive but thrive.
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