How will social evolve in 2024?

2024 is here and it promises to be a mouth-wateringly exciting one for social. The landscape of social media continues to shift and evolve at a breakneck pace, and understanding the transformations shaping new trends is crucial for businesses aiming to stay ahead of the curve.

Let’s dive into the key trends that are redefining social media in 2024: we’ll cover the importance of SEO in social search, the advancement of generative AI and the burgeoning creator economy. We’ll also explore the evolution of video content, the expansion of social commerce, the shifts in paid advertising, and the growth of LinkedIn in the B2B realm.

1. The Rise of Search in Social

Social media has evolved beyond its original purpose of just connecting friends; it now doubles as a powerful search engine. A report by GlobalWebIndex shows that 54% of social media users utilise these platforms for product research. This emerging trend highlights the critical need for integrating SEO strategies within your social media presence.

By optimising your content for social search, leveraging strategic keywords, and effective hashtags, and crafting shareable posts, your brand can significantly enhance its visibility and engagement. In fact, Sprout Social reveals that 75% of users feel compelled to share content that resonates with their own interests.

This shift to a search-driven approach in social media is not just about visibility, but about strategically positioning your brand where your audience is actively seeking information.

Social media platforms are increasingly adopting features that underscore their role as search engines, with TikTok's search widget serving as a prime example. This innovative feature allows users to search for content directly from their home screen, making the discovery of videos, trends, and creators more accessible than ever.

This shift is significant for marketers and content creators alike. For instance, a study from Influencer Marketing Hub reveals that TikTok's search engine capabilities have surpassed Google among younger audiences.

This trend indicates that treating social media platforms like TikTok as search engines is no longer just an option, but a necessity for effective digital marketing. By optimising content for these search functions, brands can tap into the vast potential of reaching audiences actively searching for related topics, products, and services, making their presence on these platforms not just visible, but also strategically relevant.

The trend of using social media platforms like TikTok as a search engine, especially among younger demographics, is increasingly significant. Nearly 40% of Gen Z, specifically those between 18 and 24, are turning to TikTok and Instagram for search purposes instead of traditional search engines like Google.

This shift is driven by several factors, including the visual and fast-paced nature of these platforms and the sophisticated algorithms they use to tailor content to individual preferences. This trend indicates a substantial change in how information is sought and consumed by younger generations, underscoring the importance for businesses to adapt their digital marketing strategies accordingly.

Social listening - the process of analysing conversations and trends related to your brand - is huge when it comes to TikTok and other social platforms now; it’s crucial to understand how your audience is interacting and discussing your brand online to increase self-awareness and adapt future content to ensure it’s offering maximum value.

2. Generative AI: A New Frontier in Social Media

Generative AI is revolutionising the realm of digital marketing, profoundly altering how we generate and interact with content on social media. This technology, adept in creating diverse formats like text, images, and videos, offers marketers an unprecedented tool for the quick production of tailored content. As it becomes more embedded in digital marketing platforms, it enables marketers to efficiently cater to the swiftly changing demands of their audience with innovative and targeted strategies.

However, the increasing reliance on generative AI necessitates a delicate balance with human ingenuity. While AI significantly boosts productivity and innovation in content creation, the authenticity and connection derived from human creativity remain indispensable.

Combining the efficiency of AI with the nuanced creativity of humans is key, ensuring content not only resonates in its relevance but also retains its genuine appeal, thereby strengthening audience engagement.

In essence, the integration of generative AI into digital marketing is a transformative shift, heralding a new era of efficiency and personalisation in content creation. Yet, the essence of digital marketing continues to thrive on the human touch to maintain authenticity and forge meaningful connections with the audience​

3. The Impact of the Creator Economy and Influencers on Brands

The creator economy is flourishing, and influencers are spearheading this movement. These digital pioneers have evolved beyond mere brand endorsement roles, becoming content creators, community engagers, and trendsetters. This evolution offers brands unprecedented opportunities for collaboration, enabling them to connect with audiences in authentic and imaginative ways.

A key aspect of this strategy is choosing influencers whose values resonate with the brand and who can establish a genuine connection with the target audience. Reinforcing the significance of influencer marketing, a substantial 69% of marketers are planning to increase their influencer marketing budget in 2024 according to ClearVoice.com, indicating the growing reliance on this channel for effective digital marketing strategies.

4. Video Content: Embracing Longer Forms in Social Media Strategy

While short-form videos have been the rage, there's a growing trend towards longer-form content in 2024. An article featured in The Drum, discusses how longer-form content will see growth on Tiktok in 2024 and how consumers will get the content they are seeking from brands.

Users want to stop the doom-scrolling and are seeking more in-depth, story-driven content, providing a richer context around brands and products. This shift demands a strategic approach to video content, focusing on storytelling, value, and engagement. Brands should consider how to weave longer video pieces into their social media strategy to captivate and retain audience attention.

Brands shouldn’t discount the value of YouTube Shorts and traditional, shorter TikToks, however. There is still a huge appetite for easily digestible short-form content. Brand awareness grows best with maximum reach and engagement across a wide variety of platforms and forms of delivery. This is why a comprehensive and diverse social strategy is key in 2024.

5. E-commerce Brands and Social Commerce: A Seamless Shopping Experience

Social commerce is reshaping the online shopping landscape, with platforms like TikTok Shop and Meta Commerce leading the charge. These platforms are experiencing a surge in e-commerce adoption, with a significant increase in the number of businesses setting up shop within them. TikTok, for instance, has witnessed a remarkable 400% growth in its e-commerce partnerships within a year, showcasing the rapid rise of social commerce (TikTok for Business).

In this evolving landscape, an integrated approach to social media is crucial for e-commerce brands. The blending of engaging content with seamless purchase opportunities is paramount. Users now have the convenience of discovering and buying products without leaving their favourite apps, making it imperative for brands to craft compelling content that directly guides consumers to make purchases.

This synergy between content and commerce is at the heart of leveraging the thriving trend of social commerce, as evidenced by the substantial growth and adoption rates on platforms like TikTok Shop and Meta Commerce.

6. Changes in Paid Ads: Navigating the New Landscape

The landscape of paid ads in social media is experiencing profound shifts in 2024. Paid ads remain a cornerstone of digital marketing, with 67% of brands planning to increase their budget for paid social media advertising over the next 12 months, underlining their continued importance (Influencer Marketing Hub).

However, the effectiveness of traditional ad strategies is waning due to rising competition and evolving platform algorithms such as Advantage+ targeting and placements. In response, brands are pivoting towards more targeted, relevant, and engaging ads to capture the attention of their audiences. This shift is facilitated by the integration of artificial intelligence (AI) into paid ad campaigns.

AI is becoming an indispensable tool for optimising ad targeting, content, and delivery. By harnessing data analytics and AI, brands can gain valuable insights into audience behaviour and preferences. These insights empower marketers to craft ad campaigns that resonate with their target audience, resulting in higher engagement and conversion rates.

In summary, paid ads remain pivotal in 2024, with a majority of brands increasing their budgets for this channel. The integration of AI into paid ad campaigns is a game-changer, enabling brands to create more effective and personalised ad experiences by leveraging data analytics and audience insights

7. B2B Growth and the Rise of LinkedIn as a Social Platform

LinkedIn has solidified its position as a powerhouse in the B2B sector. Evolving from a simple networking site for professionals, it has transformed into a vital platform for B2B marketing and brand building. In 2024, harnessing the full potential of LinkedIn, including paid ads, is essential for B2B growth. It's not just a platform for thought leadership, networking, and professional interactions; it's also a place where targeted marketing campaigns can thrive.

Closing thoughts

2024 is shaping up to be a pivotal year in the evolution of social media.

As we ride this wave of digital transformation, the key to success lies in adapting, innovating, and staying true to your brand's core values.

If you want to discuss your digital strategy for 2024, we love to chat! Contact us at hello@seaglow.co.uk.