Social Media Trends to Look Out for in 2024

In the dynamic world of digital marketing, staying ahead of trends is the key to success. The social landscape is constantly presenting new opportunities so we’ve taken a deep dive into the future of Social with this exploration of the latest trends set to dominate in 2024

The rise of AI influencers:

First up, we have AI or virtual influencers, digital characters with human-like qualities, crafted by real individuals through the magic of artificial intelligence. These virtual figures aren’t merely existing in the digital realm however; they’re also earning money, gaining attention as a noteworthy tool in marketing. Some of these virtual influencers have gained massive followings already, making them an effective channel in themselves for brands to engage with their target audiences.

This trend is primarily gaining momentum due to the appeal of not having to deal with real human concerns (bleak, we know but it does make sound business sense) i.e. working with an AI can help brands to avoid challenging demands or personalities, content delivery delays or even last minute cancellations.

To give you a better idea about how this trend works, let me share the story of Aitana López; an AI influencer who encapsulates the transformative potential of technology in reshaping the landscape of influencer marketing as we know it, with hundreds of thousands of followers this AI is generating up to £10,000 a month. Aitana is a virtual persona that The Clueless agency meticulously crafted to resonate with target audiences across various social media platforms. Through sophisticated algorithms and machine learning techniques, Aitana engages with followers, responds to comments, and even collaborates with brands.

This success highlights that the appeal of AI influencers goes beyond just being trendy; it’s also a practical and cost-effective approach. It offers a strategy to produce compelling content without incurring significant expenses, aligning with the kind of marketing approach many will be seeking this year.

While the use of AI is projected to increase in 2024, it’s crucial for marketers and brands to familiarise themselves with regulations and effective management practices. Mainly, monitoring how social media users interact with AI influencers and their content as redefining the term ‘authenticity’ will no doubt increase in popularity off the back of this.

Being selective with social platforms:

In a sea of social platforms, the trend for 2024 is quality over quantity. Businesses are moving away from the one-size-fits-all approach and are recognising the importance of relevancy over reach and so refocusing their efforts to being present only on platforms that align with their target audience. This is especially important when algorithms are continuously changing making it important to invest your time and money in the places where you can be sure your audience actually is. 

Rather than spreading resources thinly across every social network, brands will be looking more closely at which platforms actually resonate most with their target audience and tailoring the content for that specific platform. It’s about building a meaningful presence where it matters most. This allows for better social platform management and maximises Return on Investment (ROI), as it cuts down on investing in platforms that do not align with your brand’s audience. It is going to be a year where less is more.

Our suggestions:

1. Run social audits to determine which platforms have the most engaged audiences for your type of business.
2. Save time by cross-posting across your chosen channels while adapting the correct formats and best practices for each platform.
3. Find which social platforms generate positive ROI for your specific industry and have the greatest room for growth and let that guide your decision for which ones to keep.

The need to entertain:

In the world of social media, the key to triumph lies in the ability to captivate your audience and produce scroll-stopping content – gone are the days when sticking to the same old formula yielded results. 

Consumers are loudly saying that their top reason for using social platforms is to take a mental break, unwind and to enjoy some light relief. Hence why 2024 looks set to be all about embracing the power of entertainment, with continued use of short form videos to seize engagement, and, eventually market share from the competitors who can’t keep up.

Recent insights from a study conducted by HootSuite revealed that 35% of social users have a significant negative sentiment towards self-promotional content and see it as a massive turn-off. While 56% said they actively seek relatable content online.

The path to success lies in embracing authenticity. Instead of presenting a rigid brand persona, the focus should shift to crafting content that is both enjoyable and relatable. Your audience craves genuine connections, and aligning your content with this desire can make a noticeable impact (even if it is potentially coming from a virtual persona!).

In summary:

So, what can we expect from 2024? 

• AI influencers will storm social media with tailored content, blurring the line between human and artificial personas online. 
• Brands will start being more selective about the social platforms they commit time and budgets to based on genuine audience presence and optimising resources for maximum ROI. 
• Demand for light-hearted, entertaining content is going nowhere, so brands that can succeed in publishing less promotional and more relatable, entertaining content on social media will succeed.