BATH, UK – AUGUST 1: This photo illustration shows the US online social media logo and … [+]
From the rise of ChatGPT and Twitter's rebranding to X, to the launch of Threads and a decline in buzz around the Metaverse, 2023 brought major changes to the digital landscape, and 2024 is set to bring similar changes. Here are the top digital marketing trends that the best brands and influencers will monitor and leverage in 2024.
The Rise of Social Media Search Optimization
Marketers have long optimized their websites and content to rank high on search platforms like Google and Bing, but cutting-edge marketers are now optimizing their social media content with equal detail. is becoming more and more common. Last year, Google, the world's top search engine, reported that about 40% of Gen Zers use TikTok and Instagram instead of Google for searches. That's why it's more important than ever for digital marketers to consider nuances like keywords and metadata in social media posts.
This also means that captions that include keywords and descriptive data can help improve your brand's post-post discoverability. So while brevity has historically driven social engagement, more and more keywords and content can help improve post rankings.
The evolution of continuous monetization of X
In October 2022, Elon Musk completed his acquisition of Twitter at the time, reportedly turning Twitter back into a free speech platform. Since then, Musk has sparked a series of changes to the platform.
First, Musk banned third-party apps from Twitter in January, putting the platform's API behind an expensive paywall.
And in April, Musk announced that users would pay for verification marks. Like other social platforms, a blue checkmark used to represent influencer status, but Musk has eliminated this traditional verification program and moved to a paid program instead. This way, a blue checkmark represents a paid subscription.
The most notable update occurred in July 2023, when Musk rebranded Twitter to X. This is reportedly an attempt to make Twitter an “everything” platform where users can meet more consumer needs (banking, retail, etc.). And in October, Musk announced that users in the Philippines and New Zealand would be charging $1 a year to post on the social network. Non-paying users have access to read-only features only.
A year after Musk's acquisition, the platform's ad revenue was down 55% from a year earlier. As these changes take hold, X may continue to evolve and begin new forms of monetization. Of course, a platform's value lies in its usage, and with Twitter's global traffic this year down 14% year-on-year, it could be important for the platform to prove its relevance in the market .
Widespread deployment of Instagram threads
In July, Meta launched Threads, a text-based app developed by Instagram that allows users to view and follow public conversations.
As of November, Threads had a reported 141 million users, and with Threads launching in Europe last week, this number is sure to continue to grow.
Threads is still relatively early in the digital space, but as the app becomes available to more regions and users, it could surpass X usage and usurp its former value as the go-to public text platform. There is a possibility.
Increased adoption of YouTube marketing, especially YouTube Shorts
TikTok and ChatGPT may be more popular among marketers, but YouTube is actually more influential in many ways. That's because YouTube is not only a huge social media video platform, but also the second largest search engine in the world. Sure, it's technically a social media platform, but users and marketers utilize it like a search engine.
And if the behavior of young users determines what's next in digital, YouTube will remain at the top. According to a report by Pew Research, 95% of teens between the ages of 13 and 17 use YouTube, which is more than any other social media platform. For comparison, 66% use TikTok and 62% use Instagram.
Not only is YouTube usage high, but so is the amount of time spent on the platform, with Pew Research reporting that 19% of teens say they use YouTube “almost all the time.” Masu.
YouTube Shorts in particular is a trend to watch. Earlier this year, Google reported that YouTube Shorts generates over 50 billion views per day. This is still a fraction compared to Meta's reels, where he is viewed 200 billion times a day, but it is experiencing strong growth.
Given concerns about regulatory data regarding TikTok, many marketers will continue to look to YouTube Shorts and Meta Reels for short-form video content.
Fusion of metaverse and artificial intelligence
Two years ago, Facebook changed its name to Meta. This signals a focus on the Metaverse, which Metaverse defines as “the next evolution of social connections and the successor to the mobile internet.”
This intentionally broad definition allows meta and technology companies to build a metaverse that combines digital trends such as augmented reality, virtual reality, and gaming. Therefore, if the Metaverse increasingly positions itself as a convergence of the digital and physical worlds, the most closely associated technology will be artificial intelligence.
The Metaverse is still topical in its own right, but in 2024, artificial intelligence will be even more topical for Meta in many ways. At Meta Connect in September, Zuckerberg announced the beta rollout of Meta AI, an advanced chatbot for WhatsApp, Messenger, and Instagram. In addition to Meta AI, Meta has released 28 additional artificial intelligences in beta.
Beyond traditional chatbots, these artificial intelligences include creative tools and characters based on cultural icons and built with custom personalities, interests, and opinions.
Meta may be the most mainstream platform for chatbots, but perhaps the hottest artificial intelligence product of 2023 is ChatGPT, a chatbot from OpenAI. ChatGPT will launch in late 2022, and while much remains to be determined about ChatGPT's role in your marketing strategy, an initial popular use case was content creation. In fact, the report states that ChatGPT has sparked a rise in AI-written e-books, with some authors using the tool to take their books from idea to publication in just a few hours. ChatGPT is also widely adopted among everyday consumers. In February, ChatGPT set a record for the fastest growing consumer app in history, and as of November, OpenAI CEO Sam Altman said ChatGPT's weekly active user count exceeded 100 million. Announced. ChatGPT usage is steadily increasing, and chatbots may continue to dominate digital discourse in 2024.
While initial growth looks promising, the success of the Metaverse, chatbots, and emerging artificial intelligence, like all digital trends, will depend on continued user adoption, brand monetization, and, of course, government regulation. Masu.
Transition to nano-influencers
The adage “people follow” is true, and influencers will continue to dominate digital trends in 2024. However, the terminology that defines “influencer” is starting to change.
Research shows that nano-influencers, which are accounts with 1,000 to 10,000 followers on social media platforms, generate more than twice as much engagement as macro-influencers. That's why more and more consumer brands are leveraging nano-influencers, especially in the beauty, fashion, and wellness sectors. Additional benefits? They also typically charge a much lower price point for brands.
Of course, for large consumer retailers, macro-influencers remain the holy grail as they drive broader reach and brand awareness, depending on the campaign. But in 2024, nano-influencers could be key for companies looking to drive engagement with more targeted audiences.
**
From artificial intelligence and X to YouTube shorts and nano-influencers, there are no shortage of trends to watch in 2024. Still, new platforms, products, and features continue to emerge for advertisers to monitor, test, and measure. As with any digital strategy, the best brands will surprise and delight their target audience in 2024, as where, how, and when they reach their target audience will continue to evolve.
