By Janessa Bishop
Whether you’re a social media guru or just a casual scroller, keeping tabs on the latest trends can be a full-time job. While the never-ending algorithm changes and platform updates may seem overwhelming, the opportunity for brands to create compelling content and connect with their target audiences is endless.
Many would argue that 2023 was the year of AI, or artificial intelligence. While ChatGPT took centre stage, and more AI features were rolled out across social media platforms, 2024 feels like the year these advancements will become seamlessly integrated into the user experience.
Below are a few key trends we’re keeping a close eye on in 2024, as well as key considerations for brands looking to stay ahead of the game.
A new age of social media marketing: Virtual and AI influencers
While AI and virtual influencers have been around for a while, we expect to see more growth in 2024. Although AI and virtual influencers are often viewed as one and the same, there are a few key differences.
An AI influencer is a digital character that is powered by artificial intelligence, and has been purpose-built to promote certain products, services, or brands. A virtual influencer, also sometimes known as a V-Tuber, is a virtual avatar that’s controlled by an actual person.
The use of virtual influencers by major brands has become quite common. For example, over the years brands like Calvin Klein, Pacsun and Prada have worked with notable V-Tuber Lil Miquela, a virtual fashion influencer who was included in TIME Magazine’s ‘Most Influential People on the Internet’ list. Additionally, a recent global survey on influencer marketing found that 60 percent of brands have used a virtual influencer. The use of AI influencers is also on the rise, with brands like Dior and Samsung are using AI influencers to market products.
However, brands need to be extra cautious if they wish to create or partner with an AI influencer, as there are risks associated with content authenticity, as well as bias. Before jumping into this trend, brands need to consider whether this aligns with overall goals and target audiences. It’s also important to be transparent about the use of AI and ensure campaigns comply with current AI legislation.
Reprioritization of top performing channels
Following Twitter’s rebrand to X, the rise and fall of Threads and concerns around TikTok’s privacy issues, many brands are re-evaluating their social media strategy and re-focusing efforts on the most effective platforms to reach their intended audiences.
According to Hootsuite, the average user is on seven social media platforms. For brands, maintaining a presence across multiple social platforms and creating tailored and meaningful content remains a challenge. Now, social media teams are choosing to focus only on top-performing platforms instead of spreading themselves too thin across social channels.
The beginning of year is always a great time to undertake a social media audit, determine the ROI of each platform, and set priorities for 2024.
AI in influencer marketing
Artificial intelligence (AI) has impacted all aspects of digital communications, and influencer marketing is no exception. The previously mentioned global report reveals that over 60 percent of brands plan to utilize AI for their influencer campaigns, primarily to identify influencer opportunities.
While AI is a powerful tool, it’s important for brands to be mindful and watch out for unintended biases of this technology, particularly when it comes to influencer identification and recruitment. As a best practice, brands should use AI to support their influencer research, instead of solely relying on it.
Video captions are the future of online content
If your video doesn’t include captions this year, you may want re-think your strategy On Facebook alone, approximately 85 percent of videos are now being viewed without sound. While video remains king on social media, captioned videos will get more views and engagement, and typically receive longer watch times.
In addition to being a trend, captioned videos offer more accessible content for audiences, such as for those who are hard of hearing or interpreting a video as a second language.
The key takeaway is – if your organization is using video content in 2024 (and it should be) – don’t forget the captions to maximize engagement.
SEO for social media
The next generation is challenging conventional search engines, making social media a prime platform for search. For Gen Z, TikTok and Instagram have become popular platforms for search, to look for anything from the latest skincare fad to finding the best restaurants to try on a Saturday night out. Because of this, it’s important to consider SEO while developing social media content in 2024 and beyond. This includes captions, keywords, descriptive data, and hashtags, all that can be used as ways to boost visibility and virality of your social posts.
Additionally, addressing the audience’s search intent or the types of questions your audience might ask should be a key consideration when developing your 2024 social media strategy.
AI across social platforms
The AI bandwagon is growing. In 2024, expect AI to be used in different forms across all social media platforms – from more in-feed AI-based recommendations, tools and chatbots to generative AI backgrounds, stickers and editing tools.
Some AI enhancements will be less obvious, as social platforms leverage back-end improvements to enhance the in-app experience. Unsurprisingly, TikTok will likely be the platform to make the biggest enhancements when it comes to generative AI.
This short-form content mogul is focused on improving its text-to-video tools, allowing users to easily generate video content solely by entering prompts through its AI chatbot. The hope is that these AI innovations will help facilitate content creation and make for a more seamless platform experience.
As social media trends evolve at the speed of light, how can brands stay ahead in 2024? Before jumping on the latest meme, it’s important for brands to evaluate the potential impact on business objectives. Does this trend make sense from a business perspective? Can I adapt it for my target audience? As trends come and go, brands that can strike the balance between staying relevant and being authentic will thrive.
Janessa Bishop is Vice President, Digital Communications at Kaiser & Partners, Inc.
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