Social media marketing will undergo major changes in 2024, according to a new report. Generative AI is driving a lot of that. Users We will see the rise of AI-generated content, long-awaited breakthroughs in personalized communications, and the proliferation of virtual influencers. These and other key trends are laid out in a new white paper by Network One, the world's leading independent agency network, and its member, Clio, the award-winning social media agency.
“We are in the midst of the biggest change since the birth of social media marketing,” said Jari Ledevouoli, lead analyst for the report and creative director at Clio. “Gen-AI will have a huge impact on social media managers, creators, and users alike. It took everyone by surprise. A case in point is generative AI, which was only mentioned once in last year’s report. However, it now accounts for most of the important insights.”
The “Social Media Marketing Trends 2024'' report is compiled based on interviews with network agencies. Summarizing all the experts' responses, we see the following trends:
1. The emergence of UAIGC. Generative AI is here to stay for both brands and consumers. And in 2024, traditional user-generated content (UGC) will be updated thanks to gen-AI. As these tools become more commonplace, fans will have new ways to combine items with their favorite brands. This requires flexibility on the part of brands. Customer creativity is running wild more than ever, allowing you to relinquish control at an unexpected level.
2. Breakthroughs in personalized content. Not a year has passed without trend reports highlighting social content personalization. Thanks to generative AI, that's finally a reality.
3. Virtual influencers will become mainstream. The influencer game is changing with virtual stars. These offer brands the opportunity to create the perfect brand ambassador, especially with the help of AI. But the question is, can virtual things forge deep and long-lasting bonds with real-life viewers?
4. B2B becomes B2C. Previously, B2Bs may have been slow to take advantage of the full potential of social platforms. However, as of 2024, it is rapidly catching up. B2B companies can learn a lot from the insights and lessons provided by B2C companies. After all, business-to-business transactions are also human-to-human transactions.
5.UGC counterattack. In the early days of social media marketing, user-generated content (UGC) received a lot of attention. After that, it got a bit forgotten between CPM, influencer strategies, and live streams. Now, UGC is making a comeback, giving brands an opportunity to embody authenticity and foster a sense of community in their campaigns.
6. The renaissance of social media management. Social media marketing is undergoing major changes. This change is happening on the tables, screens, and sheets of social media managers. Overall, generative AI is fundamentally changing the way we work. Welcome this change and make the most of it.
7. Analysis of influencer followers. Particularly with the emergence of micro-influencers, attention has evolved beyond mere follower counts, and this trend continues. But now, AI is offering increasingly nuanced ways to select influencers. Brands are taking a closer look at their selection processes, prioritizing true engagement and shared values to establish meaningful and purposeful partnerships.
8. Peak short video. We have all seen the tiktokification of all channels. A highly dynamic and attention-grabbing aesthetic, characterized by frequent jump cuts, pervades many forms of entertainment. However, every action has a reaction. In 2024, we expect to see the first signs of short-form content saturation and distinctly different approaches emerging.
9. Interact with creators. We're seeing a shift towards focusing on long-term storytelling and fostering a real community with creators. The key is to work together for authentic, value-driven stories.
10. Truth is redefined. The rise of AI-generated content challenges traditional notions of authenticity. In 2024, will our default assumption be that Instagram Stories represent reality, or will our default assumption be that it's fake? Does it matter what we believe? Everyone will readjust their approach to truth.
This insight was gathered by interviewing 33 award-winning social media marketing experts from 23 independent agencies. Participants represent a wide range of countries including China, USA, India, Indonesia, Germany, Chile, UK, UAE, Lithuania and more. The interview was conducted in December 2023.
All of our interviewees leverage social media to improve their client communications, marketing, and ultimately their business. They are not affiliated with any particular social media platform, so their insights come from an objective perspective. Their responses, received from different countries as well as different types of agencies, provide his 360-degree perspective on social media marketing in the coming year.
Contributing experts and agencies are (in alphabetical order): Sylwia Rytel, Social Media Supervisor, 180heartbeats + JUNG v MATT (PL), Sharlene Jenner, Vice President and Director of Engagement Strategy, Abelson Taylor (US), Alex Casanovas, Digital Atrevia (ES) Director, Dora Beilin, Senior Social Strategist, Barrett Hoffher (US), Min Seo, Campaign Director, Brand New Agency (KR), Deshé M. Gully, Associate Strategist, Day One Agency (US), Francesca Trevisan; Strategist, Different (IT) Trevor Crossman, CX, Digital Transformation Director. Olivia Hussey, Strategic Planner.Simi Srinalla, Social Media Manager, The Hallway (AUS), James Hebbert, Managing Director, Hylink (CN/UK), Mundy Álvarez, Planning Director. Pedro Rojas, Social Media Manager. Pancho González, CCO, Inbrax (CH), Oana Oprea, Head of Digital Planning, Jam Session Agency (RO), Amy Bottrill, Social Account Director, Launch (UK), Gaby Arriaga, Founder, Leonardo1452 (MX), Shantesh S Row, Creative Director, Liwa (UAE), Rajesh Mehta, Chief Strategy Officer. Dhruv Gaur, Digital Planning Lead. Leonie Mergulhao, Account Supervisor – Social Media and PR, Medulla (IN), Aurelija Plioplytė, Head of Digital and Social, Not Perfect (LI), Daiana Khaidargaliyeva, Account Manager, Osaka Institute (UK/USA); Stefanie Söhnchen, Vice President Digital, PIABO Communications (DE), Elisabeth Winiartati, Managing Consultant, Head of Global Integrated Communications. Lydia Aprina, Account Manager, Integrated Marketing and Communications. Nita Prabowo, Account Manager, Integrated Marketing and Communications. Okhi, Web Developer, PNTR Group (ID), Kei Obusan, Insights Director. Daffi Ranandi, Insights Manager, Radarr (SG), Gautam Reghunath, Co-Founder and CEO, Talented (IN), Donagh Humphreys, Head of Social and Digital Innovation, THINKHOUSE (IRE), Sarah Yim, Strategy Director , Zulu Alpha Kilo (CA).
Read the 2024 Social Media Marketing Trends Report here. here.
