Social media trends in 2024: from AI to nano-influencers

Social media platforms have been a major pillar of online marketing in recent years. And 2024 will be no different! Through interactive networks, millions of users can be reached, opportunities for self-expression and, not least, marketing. What are the social media trends for 2024? We've put them all together in this blog post!

The rise of artificial intelligence - be smart!

Generative artificial intelligence entered public consciousness, everyday life and the world of work in 2022. More and more disciplines are embracing this state-of-the-art solution and trying to make the most of it. Marketing is no different.

In 2024, AI-generated social media content will become increasingly common. However, marketers should be cautious with AI content, as different generations may relate to it in different ways. According to a Hootsuite survey, 33% of baby boomers are less likely to engage if they learn that the content was created by AI. For Gen Z, it's 20%, meaning they are much more permissive in this regard.

The AI bandwagon will not be stopped this year, and we believe that this is right. However what is important is that we learn to use it effectively in the creation of social media content. It's worth gauging audience reaction and finding out which tasks can be done more efficiently using generative AI.

Increasing amount of user content

User generated content (UGC) is a very effective way to build engagement. Its power lies in the fact that users themselves create content related to the brand, which results in more authentic and direct messages reaching their followers' audiences.

Search engine optimisation in social media

Search engine optimisation, or SEO, is a common practice for websites and blog posts. More and more people are recognising the long-term potential of SEO, and are working consistently to move up the search engine results pages and attract the attention of potential customers.

But search habits are changing. According to Google, 40% of Generation Z prefer to search on TikTok and Instagram, so search engine optimisation on social media platforms will become increasingly important. Keywords and metadata will also be at the forefront of social media posts in 2024.

A new player demands attention

Meta launched Threads, the "sister" of Instagram, in July 2023 and it has been available in Europe since December. Designed for microblogging, Threads is essentially a competitor to X (formerly Twitter). The first weeks of the new platform have seen a lot of interest, and we're curious to see if the enthusiasm will continue into 2024.

Nano-influencers are taking over in some areas

Influencers have played an important role in social media for years, helping brands to reach their target audiences more effectively. Digital influencers will not be overshadowed this year, but the influencer market is undergoing a bit of a transformation. 

While there will still be a strong demand for influencers with a large following base, more brands are looking for nano-influencers, who have a few thousand to 10,000 followers but can reach a specialised audience. They can drive up to twice the engagement of their counterparts with large follower bases. This trend is particularly likely to flourish in fashion, wellness and beauty.

The conquest of the long

No, we're not talking about the latest hairstyle trends, we're talking about the videos on social media. With TikTok, videos have become shorter and shorter. This coincided with shorter and shorter messages on all platforms and in all communications.

Now, however, it seems that videos longer than 30 seconds are once again coming to the fore. It will be a real challenge for content producers to find the balance and fill the longer timeframe with truly valuable content.

The time of linear storytelling is over

Storytelling used to be linear, but this is changing. The story doesn't necessarily have to start at the beginning, so why not start in the middle? This flexibility opens up a world of possibilities, while requiring greater user engagement to understand.

Sharing is the new like

Whereas in the past, the most important measure of content success was likes, today it is all about sharing. A like requires less effort and commitment than a share, because the latter is a way of saying that the content is good and that you want your friends to see it.

Social commerce

Buying directly on social media platforms is a convenient and efficient solution for both users and brands. The integration of e-commerce and social media is not new, but its popularity is set to grow even more in 2024. It will allow brands to engage more effectively with their target audience and provide a more complete customer experience.

Sustainability and social responsibility

Overall, sustainability and social responsibility will be at the forefront in 2024. It is important for people (especially Generation Z) that what they buy, what they vote for, does not harm the environment or have a negative impact on society. Social media platforms provide an opportunity for companies and brands to express their views and publicly address environmental and social issues. To keep up, these issues cannot be swept under the carpet in 2024.

Social media is an ever-changing world, where companies and brands that build their social media communications with awareness and precision will be the ones that can attract attention. 

Do you know what your goal is, but are unsure of the steps to get there? At Meraki Marketing, we can help you find the most effective solution!