Social media is one of the most exciting, ever-evolving parts of the digital marketing landscape.
Every day it feels like there’s a new Instagram update, viral TikTok trend, or even an entirely new social app that you have to download, that’ll most likely be in the digital grave by next year (we’re looking at you, BeReal).
While social media trends come and go, embracing them is a powerful way of allowing your organisation to build a reputation and engage with your audience on a more personal level that’s more ‘us’ than ‘them’.
As of January 2024, 62.3% of the world’s population use social media, dedicating an average of 143 minutes a day to sharing, liking, posting, and connecting. Staying ahead of social trends is therefore not just valuable — it's imperative for digital success.
Keep reading to find out the social media trends you need to know for 2024!
Video content has been dominating the social media landscape for years, and shows no sign of slowing down in 2024. Platforms like TikTok, Instagram Reels, and YouTube have revolutionised the ways in which we consume content, and if your marketing strategy doesn’t yet leverage this trend, now is the time to start.
But, be aware that long-form video content is making its comeback – in both the UK and US, YouTube outranked short video platforms such as TikTok based on total time spent in 2023 (data.ai). What’s more, the main social platforms are increasing their maximum video lengths responding to a shift in user behaviour towards longer content.
Going into 2024, adapting to these shifting trends will be essential. Crafting more substantial and informative video content can offer your audience more in-depth experiences, and create opportunities for deeper engagement.
If you still think TikTok is just a platform for Gen Z to dance on, think again! In 2023, TikTok reached 1.5 billion users, a 16% increase on the year before, and remains the 2nd most downloaded app globally, after Instagram.
Engaging with TikTok in 2024 will go a long way towards future-proofing your organisation.
The former bluebird app is still the most used text-based social media platform, so even if we’re still not 100% sure what to call it, it’s worth keeping an eye on how its future unfolds.
Globally, the decline is X usage since its change in leadership has been counterbalanced by the rise of new entrants like Meta’s Threads app. However, as a news app, X is still in the lead for downloads.
Google, aka the biggest search engine in the world, reported that nearly 40% of Gen Z prefers to use TikTok and Instagram for search over Google. Therefore, to ensure your content is easily discoverable on social media, optimising your keywords and captions is more important than ever – and don’t sleep on #hashtags, they’re not dead just yet.
People want insights from real people, so in 2024, if you’re not answering your audience’s questions on social, chances are your competitors will.
During the lockdown period, LinkedIn witnessed a transformation from its roots as a professional networking and career development hub, to a more personal content-sharing space. However, in 2024, LinkedIn is looking at algorithm changes that re-prioritise knowledge-sharing and professionalism.
The platform is also seeing a growing demand for authenticity. In an era where AI-generated content is becoming more common, users are increasingly seeking genuine connections and original content. So, while tools like ChatGPT are great for overcoming writer’s block, they are not substitutes for the nuanced work of social media managers.
The landscape of online shopping has shifted, and social commerce is at the forefront of this change. If you haven’t yet experimented with selling on social, there’s no better time than the present. Social commerce allows users to browse and purchase products directly through social media platforms, eliminating the need to navigate external websites.
In 2024, organisations should look to optimise social profiles for seamless shopping experiences, including shoppable posts and streamlined checkout processes to create a frictionless buying journey.
#TikTokMadeMeBuyIt – TikTok ranked no.1 worldwide for consumer spend on mobile apps in 2023 (data.ai), a testament to the powerful influence of social commerce.
User-generated content (UGC) is more than just a buzzword in the world of social media. It’s a powerful tool for enhancing a brand’s credibility, and strengthening trust between an organisation and its users.
The proof is in the data – consumers not only appreciate UGC, but are coming to expect brands to use it across their social media channels. Given its proven effectiveness, it’s not surprising to see that a whopping 82% of brands are either actively redirecting, or considering a shift in their paid media budgets to prioritise owned and earned content creation, including UGC.
So, as we look forward to the rest of 2024, it’s clear that the social media landscape has no shortage of trends to watch out for. From the evolution of video marketing to the rise of social commerce, the potential of social is vast. But remember, there is no one-size-fits-all when it comes to social media strategy; it’s about understanding your unique audience, adapting to their evolving preferences, and maintaining your authenticity as a brand.
Get in touch with us at [email protected] to see how Cantarus can help you unlock the full potential of your organisation.
