Unveiling the future of social media doesn’t require psychic abilities, just data. Combining audience preferences with performance metrics paints a vivid picture of what’s to come.
We’re not talking about fleeting TikTok trends, but the driving forces behind audience behavior and how your brand can seamlessly integrate. Dive into these 11 trends to stay ahead of the curve:
Trend #1: Long-Form Video Makes a Stand
While short-form video dominance is a perennial social media trend, long-form video is experiencing a noteworthy resurgence. Platforms like TikTok are pushing longer content, starting with one-minute videos, then ten, and most recently, testing 30-minute uploads. Even horizontal videos à la YouTube are being explored. User data backs this up, with reports showing over half of TikTok users spend more than half their time watching videos exceeding a minute.
Brand Takeaway: Short-form video remains crucial, but explore incorporating long-form storytelling into your content strategy.
Trend #2: Playful Content is the New Brand Personality
The “edgy” brand voice is taking a backseat to a more playful approach. Brands are creatively tapping into meme culture and the online voice while maintaining their own unique tone. Take LinkedIn’s Threads, known for their relatable, humorous, and inspirational content. Auntie Anne’s Pretzels exemplifies this trend with their strategic, branded meme strategy, riffing on internet culture while staying true to their brand image.
Brand Takeaway: Consider playful approaches to social media content without compromising your brand voice. Adapt trending memes and formats to resonate with your audience.
Trend #3: Social Commerce Continues its Reign
The #TikTokMadeMeBuyIt phenomenon is more than a passing fad; social commerce is a force to be reckoned with. Platforms like TikTok are actively pushing this trend, with TikTok Shop officially launching in the US in late 2023. They’re continuously testing ways to streamline in-app shopping.
Social Strategy Director at Mekanism, Jeff MacDonald, emphasizes the growth of live streaming and interactive shopping experiences. “Live shopping events combine entertainment with instant purchasing, offering an engaging way for brands to connect with consumers. This year will be a test to see if North American audiences will adopt live commerce streams like other audiences have.”
Brand Takeaway: If you haven’t explored social selling, now’s the time! Consider opening a shop on TikTok, Facebook, or Instagram to tap into the eager buying audience on these platforms.
Trend #4: Social Media SEO Takes Center Stage
Remember researching travel destinations on Instagram hashtags instead of Google? Don’t underestimate the power of social media platforms as search engines. Nearly 40% of Gen Z prefers TikTok over Google for information searches in 2022. Optimizing your content for discoverability, both in feeds and search results, is paramount.
Brand Takeaway: Just like optimizing website content for SEO, take an optimized approach to your social media presence. Utilize relevant keywords in captions, hashtags, and alt text to maximize discoverability.
Trend #5: Behind-the-Scenes Content and Reimagined Transparency
The rising demand for authentic content translates to a need for brands to be more transparent about their business practices on social media. Consumer priorities have shifted. While brand activism used to be a differentiator, it’s now an expectation. Transparency about business values and practices ranks second on the list of things consumers want more of from brands, according to The Sprout Social Index™.
Paula Perez, Social Engagement & Community Growth Specialist at Oatly, sheds light on this: “Consumers are more interested than ever in labor practices, diversity, investor relations, supply chain, company leadership, and environmental responsibility.” Brands like Nisolo regularly create and post sustainability “report cards” for their products, exemplifying this trend.
Brand Takeaway: Seek opportunities to be more transparent about your business, products, and practices. Start simple with behind-the-scenes content showcasing your office, product creation process, team members, and sustainability efforts. Ensure you have actions or proof to back up your statements. Proactively address potential issues using social listening tools to identify rising conversations.
Trend #6: Authentic Content Reigns Supreme
Authentic, non-promotional content is what consumers crave most from brands, according to The Sprout Social Index™. The rise of creator culture highlights the power of authentic voices, both creators and employees, who outshine brands that lack genuineness.
Social media specialist Sam Mackowitz at Flywire believes AI fuels the desire for authenticity: “People will yearn for authentic experiences. AI is fantastic, but the personal touch is crucial and will continue to be in 2024.”
Brand Takeaway: Develop authentic owned content alongside collaborating with creators. Showcase your employees in playful posts
Trend #7: The Social Team Revolution
Is your social media team structured by network? You’re not alone. According to The Index, 64% of social teams align with specific platforms. However, this structure risks becoming outdated as social media evolves. New platforms like Threads raise the question: who manages them in a network-divided team?
New social media roles and titles are emerging rapidly. Gabby Grahek, Strategic Services Consultant at Sprout Social and a social media thought leader, offers her perspective: “I expect niche social specializations to develop on social media teams. With ongoing social experimentation by organizations, invest in building strong social teams and elevate their maturity levels.”
Brand Takeaway: Evaluate your current team structure and identify gaps. Advocate for a new role that aligns with your skillset or propose expanding the team to accommodate a niche social media specialist.
Trend #8: The Creator and Influencer Economy Booms
The creator and influencer economy reigns supreme. In the age of authenticity, these individuals lend a human voice and relatable experiences to social media feeds. Their role in brand storytelling will only become more prominent. A Q3 Sprout Pulse Survey revealed that 80% of US-based social media marketers consider influencer marketing essential to their strategies.
As Jeff MacDonald highlights, “The dominance of TikTok underscores the shift towards unfiltered content. This trend is likely to grow, with users drawn to genuine and relatable content. Brands will increasingly leverage creators and influencers who can craft compelling stories and connect with audiences on a personal level.”
Brand Takeaway: Develop a creator and influencer marketing program if you haven’t already. Partner with creators and influencers who embody your brand voice and values to foster trust and loyalty among consumers. Consider using a dedicated creator and influencer management platform to streamline these partnerships.
Trend #9: Personalized Customer Care is Paramount
Expectations for social media customer service have skyrocketed. Consumers now expect not just fast responses, but personalized ones. According to The Index, 70% of consumers crave personalized responses to their customer service needs. Additionally, 76% appreciate brands that prioritize customer support. Failing to meet these expectations can leave you behind.
Brand Takeaway: Analyze your social customer care strategy. How responsive are you, and how can you improve? Consider workload distribution between marketing and customer service teams, ensuring both use a consistent social voice and tone.
Utilize response best practices, canned responses, and chat bot updates to enhance efficiency while maintaining personalization. Platforms like Sprout’s Case Management can streamline customer issue resolution, while integrations with Zendesk and Salesforce empower teams to provide more personalized support.
Trend #10: AI in Marketing and Customer Care (But Use It Wisely)
The use of AI to streamline workflows remains a prevalent social media trend. According to The 2023 Social Index™, over 80% of marketers have already experienced positive impacts of AI on their work. Expect its role in content creation, customer care, and marketing tools to expand even further.
Jeff MacDonald predicts, “In 2024, we can expect a deeper integration of AI for personalized user experiences. AI can analyze user data to deliver highly tailored content recommendations, enhance customer service with more responsive chatbots, and drive more effective targeted advertising.”
However, ethical considerations surrounding AI usage are becoming increasingly important. Gabby Grahek emphasizes, “Companies hesitant to adopt AI tools will likely develop stricter adherence and governance policies to leverage the efficiencies AI offers.”
Brand Takeaway: Implement AI to streamline tasks, but prioritize ethical use. Create an AI use policy to safeguard your brand and team.
Trend #11: Social Data is Key for Every Team
A significant social media misconception is that social data is solely relevant to marketing or social media teams. In reality, social media data holds the power to inform every department within your organization, ultimately improving your entire business. The Index reports that 76% of marketers agree their social media insights inform other departments. This trend is here to stay.
Companies that fail to leverage social data across departments risk falling behind. Analyzing social data is a powerful way to identify trends within your own content strategy. As social teams become more sophisticated, their use of data will extend beyond their team, provided they can effectively communicate insights to other departments.
Brand Takeaway: Showcase the value of social data to other teams within your organization. Download our complimentary 2024 Social Media Toolkit for resources to streamline your social media strategy and demonstrate its impact.
Conclusion: Stay Ahead of the Curve with Social Media Trends
Predicting the exact rise of a new platform, trending sound, or content format is difficult. New trends often surprise us, demanding a quick content creation response. However, by understanding these overarching social media trends, you can build a robust strategy that positions you for success. A strong foundation can weather even the most unexpected social media storm (well, at least most of them). Here are some lingering questions you might have after diving into these trends:
Frequently Asked Questions
Q: How can I stay up-to-date on the latest social media trends?
- Follow industry publications and social media thought leaders.
- Attend social media conferences and workshops.
- Utilize social listening tools to monitor conversations and identify emerging trends.
Q: How do I decide which trends to integrate into my social media strategy?
- Align trends with your brand voice, target audience, and overall marketing goals.
- Not every trend is relevant to every brand. Focus on the trends that offer the most value for your unique situation.
Q: I’m on a limited budget. How can I implement these trends without breaking the bank?
- Repurpose existing content across different platforms.
- Partner with micro-influencers who have a smaller but highly engaged following.
- Leverage free social media management tools to streamline your workflow.
Q: What are some metrics I should track to measure the success of my social media strategy?
- Track engagement metrics like likes, comments, and shares.
- Monitor website traffic and conversions generated from social media efforts.
- Analyze follower growth and demographics to understand your audience better.
Q: Feeling overwhelmed? Where can I get help with my social media strategy?
- Consider working with a social media marketing agency.
- Many social media platforms offer educational resources and support options.
- Look for online courses and tutorials to improve your social media skills.
By staying informed, prioritizing brand alignment, and utilizing available resources, you can leverage these social media trends to craft an impactful strategy that propels your brand forward in 2024.
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