The 2024 Social Media Trends Report from social media management platform Dash Hudson details the transformative impact that AI and creators will have on social media marketing. Bottom line: The creator economy is overpowering brand-generated content…
New research from Dash Hudson and NielsenIQ highlights the critical role of creators in today's social media environment and the impact of AI on social media marketing, demonstrating AI's profound impact on brand strategy and consumer engagement.
“Over the past two years, the influence of entertainment-driven content on TikTok has jumped 16 percentage points, from 51% to 67%,” said Kate Kenner Archibald, chief marketing officer at Dash Hudson. “Creator content is 12 times more engaging, 14 times more effective, and receives twice as many likes and comments compared to brand-generated content. This proves that in today's landscape, creator-first strategies are leading the way, and entertainment content remains the cornerstone of success.”
Key Takeaways From the report:
1. Creator partnerships that drive authentic engagement and community
Creators are essential to social media marketing because they have a genuine connection with their audience. They don't just create content, they build communities. These true partnerships drive high engagement and ROI, especially on platforms like YouTube, TikTok, and more.
On Instagram, creator content is outperforming traditional brand posts, and brands are increasingly favoring long-term collaborations with creators. 51% of creator posts are now Reels, showing a shift toward raw, authentic content.
2. The rise of AI in social media marketing
AI is already revolutionizing the way brands create content, target audiences, and analyze data. AI empowers marketers to create high-quality content, predict trends, and customize strategies with pinpoint precision, making every campaign far more effective than before.
3. Entertainment as a key performance driver for TikTok
The report highlights that entertaining content is particularly important on TikTok, with higher entertainment scores directly translating to increased sales. Brands that produce compelling videos not only retain more viewers, but also see improved conversion rates, making creative content a key driver of consumer decision-making and brand loyalty.
4. Social commerce and the emergence of TikTok shops
TikTok Shop has made a major push into e-commerce, particularly in the beauty and health verticals, by allowing brands to sell products directly through creators and user-generated content. The report noted that the most successful brands on TikTok often leverage creator recommendations, highlighting TikTok's expanding role in digital marketing strategies.
5. The future of collaboration between AI and creators
Looking ahead, the report predicts that AI and creators will continue to shape the future of social media: AI tools will help creators improve the quality and reach of their content, and the marriage of technology and human creativity will push the boundaries of personalized, engaging content.
The creator economy is worth $250 billion
With the creator economy estimated to be worth more than $250 billion according to Goldman Sachs, this latest report is yet another indicator that creator-led content is not only garnering significant attention in terms of user engagement, but is also a powerful tool for building trusted communities.
“Creatives as a whole are taking away tens of billions of dollars that would have gone to newspapers, magazines and TV networks,” media analyst Simon Owens said last month at the FIPP World Media Conference in Cascais, Portugal.
Owens urged media companies to work with creators for mutual benefit, saying, “There's a huge opportunity for media companies to identify creators who are still on the rise and partner with them to take their business to the next level. Media companies need to start thinking of themselves as talent agencies. With the right incentive alignment, both sides can benefit greatly.”
The 2024 Social Media Trends Report shows that as the media landscape evolves, effective integration of AI and creators will be key to achieving sustained success not just in social media marketing, but in media in general.
The full report can be downloaded here.
