{"id":27413,"date":"2024-10-07T06:53:51","date_gmt":"2024-10-07T06:53:51","guid":{"rendered":"https:\/\/www.rivaliq.com\/?p=27413"},"modified":"2024-10-07T18:46:59","modified_gmt":"2024-10-07T18:46:59","slug":"social-media-trends","status":"publish","type":"post","link":"https:\/\/www.rivaliq.com\/blog\/social-media-trends\/","title":{"rendered":"Top 5 Social Media Trends for 2024 (and Beyond)"},"content":{"rendered":"

As of this year, approximately 5.16 billion people<\/a> around the world actively use social media. To put that in perspective, that\u2019s more than half (59.3%) of the global population! Social media continues to grow and evolve at lightning speed, and keeping up is more crucial than ever. With so many users making new demands and platforms constantly shifting, what worked even a year ago might not cut it today.<\/p>\n

It\u2019s crucial that your business stays ahead of the curve, so we\u2019ve put together a shortlist of the five major social media trends and the corresponding best practices to tackle them. Seizing these trends will give you a competitive edge and set you up for success this year and beyond.<\/p>\n

So, what are the latest social media trends?<\/p>\n

Social Media Trend #1: AI gets a promotion<\/h2>\n

In just a few years, artificial intelligence (AI) has shifted from being a futuristic buzzword to becoming a major part of social media marketing. Nearly 60% of marketers<\/a> already use AI to enhance their social media efforts, and this number is expected to continue growing.<\/p>\n

AI isn\u2019t just about chatbots or scheduling posts anymore. It now plays a role in content creation, capable of everything from fully written tweets and media generation to voiceovers and closed captions. Today, social media managers who learn to collaborate with AI can lower costs, save time, and scale their campaigns faster than ever.<\/p>\n

However, as an interesting experiment by Hootsuite<\/a> found, while AI-generated social posts can be quite effective and engaging, they\u2019re not necessarily a replacement for real people. In the case of the experiment, ChatGPT garnered more total engagement while the human-written posts led to more meaningful actions, such as profile visits, link clicks, and bookmarks.<\/p>\n

And then there are the conversations around the ethics and accuracies of AI. As AI continues to evolve, concerns are rising about misinformation, bias, and the potential for dehumanizing interactions. Marketers will need to consider the implications of relying too heavily on AI-generated content, especially in terms of maintaining credibility and trust with their audience.<\/p>\n

So what should you do?<\/h3>\n

Strike a balance by using AI as a collaborative tool rather than a standalone solution. While AI can be a fantastic starting point \u2014 used to spark ideas or draft initial content \u2014 it’s crucial to remember that a human touch is still needed. Authenticity, emotional connection, and a deep understanding of your brand\u2019s unique voice are all elements that AI has yet to master.<\/p>\n

Companies will also do well to create standards and guidelines for using AI in their content strategies. This includes outlining ethical practices, such as being transparent about AI-generated content and ensuring accuracy in messaging.<\/p>\n

And of course, to ensure your content is performing well, it\u2019s essential to establish metrics<\/a> for success. Use analytics tools to track engagement rates, follower growth, sentiment<\/a>, and more. By leveraging social analytics platforms like ours<\/a>, you can gain insights into which types of content resonate with your audience and effectively refine your strategies.<\/p>\n

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Social Media Trend #2: Authentic, playful personalities get lots of love<\/h2>\n

According to The Sprout Social Index\u2122<\/a>, the number one thing consumers say they don\u2019t see enough of from brands on social media is authentic, non-promotional content. Younger audiences, especially Millennials and Gen Z, want to see the people behind the brand \u2014 not just the brand itself.<\/p>\n

Gone are the days when brands could hide behind logos and sleek product shots. Today\u2019s social media landscape rewards authenticity, humor, and a less filtered approach. Social users don\u2019t want to be sold to \u2014 they want to connect with people who understand and reflect their lifestyles.<\/p>\n

The \u201cGen Z edit\u201d and \u201cGen Z marketing script\u201d trend<\/a> is a perfect example of this. The video trend features an (often older) brand employee promoting their business but with a twist. They were given a script filled with the latest Gen Z slang or the video was intentionally edited to highlight funny habits and behaviors.<\/p>\n

\"TikTok<\/p>\n

Across industries, companies are tapping into a more casual and comedic tone. With younger staff at the wheel, they\u2019re playfully poking fun at generational gaps and using slang or references that feel fresh and relatable. Not only is this entertaining but it also builds a sense of connection, showing there are real people behind the brand, not just a corporate logo.<\/p>\n

So what should you do?<\/h3>\n

For brands, this shift means dropping the corporate mask and embracing a more transparent, personal approach. Consider the fact that 90% of consumers<\/a> say authenticity is a key factor when deciding what brands they like and support. Whether it\u2019s sharing behind-the-scenes content, reacting to cultural moments, or simply showing your team\u2019s faces, consumers are far more likely to engage with content that feels genuine.<\/p>\n

Start by creating content that feels less polished and more real. Lean into playful campaigns that reflect your team\u2019s personality, without shying away from humor or self-awareness. And instead of focusing solely on selling, think about how you can offer value or entertainment to your audience in a way that feels natural and authentic.<\/p>\n

Social Media Trend #3: Micro- and nano-influencers take center stage as storytellers<\/h2>\n

Influencer marketing<\/a> isn\u2019t just a trend anymore \u2014 it\u2019s a full-blown marketing strategy that brands rely on. But while big-name influencers once dominated, the spotlight has shifted toward smaller creators. Micro- and nano-influencers<\/a>, with their more intimate and engaged audiences, are now the go-to for brands of all sizes.<\/p>\n

With platforms like Facebook, Instagram, YouTube, and TikTok giving rise to everyday people as content creators, it\u2019s no surprise that audiences are gravitating toward influencers who feel like \u201creal\u201d people, rather than celebrities with unreachable lifestyles.<\/p>\n

Another interesting development? While short-form videos like TikToks and Instagram Reels still reign supreme, there\u2019s a growing demand for longer-form storytelling, especially in the form of \u201cstorytimes\u201d told in short, engaging parts.<\/p>\n

We saw this earlier this year when the viral TikTok series \u201cWho TF Did I Marry?<\/a>\u201d \u2014 in which a woman told her story of being married to a pathological liar \u2014 took the internet by storm. What made it so powerful was the sense that you weren\u2019t just watching a video but were on FaceTime with a friend telling a wild story.<\/p>\n

This shift shows us that while quick, engaging content is crucial, audiences are equally drawn to authentic, longer stories when done right. Whether it’s a one-off 15-second clip or a multi-part series, smaller influencers are proving they can drive massive engagement by being real and relatable.<\/p>\n

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So what should you do?<\/h3>\n

When choosing influencers for your brand, sometimes it\u2019s better to stick with less mainstream figures rather than pulling big names like the Kardashians (if your brand could even appeal to these names). While those big names work best for major brands like Coca-Cola, Ford, and Microsoft, small-to-medium-sized businesses are better off sticking with influencers with a subscribed audience range of 1,000 to 100,000 followers.<\/p>\n

Partnering with micro- or nano-influencers allows you to tap into more niche, engaged audiences without breaking the bank. These creators are also often seen as more authentic because their lifestyles feel closer to their followers\u2019 own. Ask yourself, who do you relate to better? Matthew McConaughey and his multi-million dollar lifestyle or the middle-class social media influencer who\u2019s actually tried a product or service?<\/p>\n

Also, embrace long-form content if you\u2019ve got a captivating story to tell. While short-form is great for quick hits, long-form storytelling \u2014 especially when broken into digestible, binge-worthy parts \u2014 can help your brand build a deeper connection with your audience. At the end of the day, it\u2019s all about trust and relatability. The more down-to-earth your influencer, the better the connection an audience is bound to make with your brand.<\/p>\n

Social Media Trend #4: Social platforms are the new search engines<\/h2>\n

More and more, social media isn\u2019t just where we scroll for entertainment\u2014it\u2019s where we go to search for information. Whether it\u2019s discovering a new restaurant, finding product recommendations, or looking for how-to videos, people are turning to platforms like TikTok, Instagram, and even Pinterest to get answers, instead of heading straight to Google.<\/p>\n

According to recent data, nearly half of Gen Z<\/a> prefers searching on TikTok or Instagram over traditional search engines. And it makes sense. Social media\u2019s visual format makes it easy to find exactly what you’re looking for and fast.<\/p>\n

Knowing this, platforms have leaned into this trend by enhancing search features to make it easier to find content based on keywords and hashtags. Instagram, for example, now allows keyword searches beyond just hashtags, and TikTok has been optimizing its search function to help users discover more targeted content.<\/p>\n

So what should you do?<\/h3>\n

Simply having a presence on social media isn\u2019t enough. Brands should start optimizing their content for social SEO. That means incorporating keywords, hashtags, and clear descriptions that match what your target audience might be searching for. Pay close attention to the types of search queries happening on social and make sure your content aligns with those trends.<\/p>\n

Think of your social media posts as answers to potential customer questions. If your content provides value, it\u2019s more likely to show up in search results and keep users engaged.<\/p>\n

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Social Media Trend #5: Social media e-commerce thrives<\/h2>\n

The monumental growth of online shopping has put certain social media markets on a path to serious expansion. With platforms like Facebook Marketplace, Instagram Shop, and TikTok Shop leading the charge, social media has changed the way consumers discover and purchase products \u2014 and there seems to be no going back.<\/p>\n

For instance, in 2023, TikTok saw an estimated 33.3 million users<\/a> shopping directly on the platform, with 51.9% of marketers<\/a> actively selling through TikTok.<\/p>\n

Meanwhile, Facebook Marketplace<\/a> and Instagram (also owned by Facebook) have seen massive success in making their interfaces easier for shoppers. Instagram, for example, cleared up the clutter of online shopping by allowing users to purchase products from businesses without leaving Instagram using its own Checkout feature.<\/p>\n

\"Three<\/p>\n

This trend means your business has more avenues for making a sale than ever before. Lifestyle brands<\/a> are particularly set to dominate the Instagram market since the platform is based around the idea of sharing said lifestyles and experiences.<\/p>\n

So what should you do?<\/h3>\n

Don\u2019t wait to get in on this trend. The combination of e-commerce and social media is such a natural marriage that up-and-coming brands can\u2019t afford to ignore TikTok Shop, Facebook Marketplace, and Instagram Shop. Millennials and Gen Z are all about experiences and social media is where all of those life events are shared. It\u2019s crucial that your business makes inroads into those experiences as soon as possible.<\/p>\n

So here are a few pointers for conducting business in these spaces:<\/p>\n