Social media is constantly evolving. As we enter 2024, several key trends will shape social media strategy and performance. Brands that stay ahead of the latest developments will be best positioned for success. This article outlines the top social media trends you must pay attention to this year.
The social media landscape looks vastly different today compared to just a few years ago. With short-form video dominating attention spans and social commerce taking off, brands need to adapt quickly. Consumer behavior and algorithms that determine visibility are shifting faster than ever.
However, as highlighted in our latest article exploring the pros and cons of AI in social media, increased reliance on algorithms exposes brands and users to emerging risks around data ethics.
Some major forces that will impact social media strategy in 2024 include:
- Continued rise of TikTok and vertical video content
- Evolution of platforms like LinkedIn and YouTube
- Acceleration of visual platforms like Instagram and Pinterest for shopping
- The growing influence of nano and micro-influencers over celebrities
- Importance of leveraging communities and user-generated content
- Expanding the use of artificial intelligence and automation
Brands able to pivot their approach to leverage these trends will gain an edge. Those who fail to adapt risk fading into social media obscurity.
This article outlines eight need-to-know social trends to help inform your social media marketing efforts this year.
Short-Form Video Content Still Rules
Short-form vertical video dominated feeds in 2023, especially among younger audiences. The breakout success of TikTok proved the format’s staying power across demographics.
Expect short-form video to continue driving engagement and consumption in 2024.
Key stats:
- TikTok hits 1.5 billion monthly active users in January 2023 (Source)
- Instagram Reels generates 2.35 billion global views per month
- YouTube Shorts tops 50 billion global daily views (Source)
Vertical video also boasts higher completion rates compared to landscape video across platforms:
| Video Format | Avg. Completion Rate |
|---|---|
| Vertical | 90% |
| Landscape | 18% |
Brands investing in short-form social videos reap rewards:
- 96% report an increased understanding of their product/service (Source)
- 91% see traffic growth from video marketing efforts (Source)
Tips to optimize short video content:
When adapting for platforms like TikTok, Reels and YouTube Shorts:
- Hook viewers quickly – the first 5 seconds are critical
- Use popular songs, effects, and trends to boost discoverability
- Integrate interactive elements like polls, AR filters, or stickers
- Multi-post stories drive more views and retention
Focus on value over frivolous trends. Clear calls to action also produce conversions.
YouTube Remains a Key Platform
YouTube retains impressive viewer stats, especially around the depth of consumption:
- 40+ minutes average viewing session (Source)
- 21% bounce rate, versus more than 50% for other social platforms
For brands publishing long-form video content, YouTube remains essential:
Repurposing Video Content
Maximize productions by repurposing YouTube videos:
- Compilations – Break into shorter segments for snacks
- Excerpts – Highlight clips for promos
- Embeds – Incorporate into blog and landing pages
- Cross-post – Reach more viewers natively on TikTok, Facebook, etc.
Continue to publish educational, inspirational, and helpful videos aligned with viewer intent.
Social Commerce Acceleration
The pandemic accelerated the adoption of social platforms for shopping. And the numbers show no signs of slowing:
- Australian buyers made 14% of purchases directly through social apps in 2023 (Source)
Younger demographics like Gen Z rely heavily on apps like Instagram and TikTok for discovery:
- 41% of Gen Z shoppers want brands to interact with them via Instagram (Source)
- 70% discover new products on Instagram (Source)
Tips for Native Shopping Experiences
Ensure seamless social shopping by enabling native checkout:
- Set up shop tabs on Instagram and Facebook
- Create TikTok Shop profiles and showcase products
- Tag products in Reels and posts with retail partners
Optimize landing pages for mobile. Integrate SMS and live chat for sales assistance.
The Power of Content Creators
Consumers increasingly look to “real people” over brands when evaluating purchases. The impact of user-generated content (UGC) and content creators keeps growing:
| 86% | Trust free product reviews from consumers as much as personal recommendations |
| 76% | Participate in online brand communities and forums |
| 12X | More impactful than branded influencer sponsorships |
Tips for Working with Creators
Community Building Beats Follower Count
While follower metrics dominate the social conversation, community engagement matters more for business results:
- 66% with a branded community see positive impact on retention (Source)
- 38% will recommend a brand after single community interaction
Comments and @ mentions often outperform likes and shares for driving action on posts as well.
Tips for Engaging Communities
Some best practices around community interaction:
- Reply to questions/concerns quickly and thoughtfully
- Create exclusive groups on Facebook or private channels
- Spotlight loyal customers publicly with reposts
Seek to turn one-time buyers into brand advocates through VIP access and incentives.
Precision Targeting for Paid Ads
As privacy changes and saturation increases on social platforms, precision targeting grows more important. Avoid wasting the budget with broad demographic or interest targeting.
Integrate first-party data (email lists, high-value customers) and monitor campaign performance closely. 54% find irrelevant ads annoying — ensure relevance with tighter audience focuses like:
- Detailed buyer personas
- Lookalike audiences
Monitor campaign results and refine based on in-market signals like:
- Abandoned carts
- Product views
- Recent purchases
Layer on interest and behavioral qualifiers where possible too.
The Evolution of LinkedIn
Long treated primarily as an employment hub, LinkedIn gets more social. The shift aims to build more trust and community among its audience base of white-collar professionals.
Key elements of LinkedIn’s evolution:
- More personal sharing — the feed mix trends away from hard business pitches
- Shorter-form video — copying the success of TikTok and Reels
- $25M creator fund — paying influencers directly for content
Ensure genuine, value-focused messaging as the feed experience transforms. Video views are rising quickly as professionals increasingly tune into snackable clips.
Integrating Social Media and SEO
With more social browsing and shopping behavior, optimizing content for on-platform visibility grows in importance too.
SEO strategies now need adaptation to the unique algorithms powering each network:
Understand format preferences and optimize natively — prioritize vertical orientation and motion for Facebook and TikTok, for example.
Conclusion
Major transformation continues across the social media marketing landscape. As consumer behavior evolves, expect platforms like Instagram and TikTok to keep capturing attention and opening sales channels.
Success in 2024 requires embracing video-first content strategies optimized for mobile users with short attention spans. It means monitoring the ripple effects of changes to larger networks like Twitter, YouTube, and LinkedIn as well.
Brands that leverage data and adapt quickly to emerging social platforms and features will stay ahead. Consider especially TikTok Shop, live broadcasts via Instagram, and Community posts.
User-generated content and micro-influencers warrant more partnership focus too. Authentic co-marketing resonates deeply with young demographics.
This rundown of key trends should provide a helpful guidepost for updating social media strategies this year. Keep testing and optimizing based on campaign results as you translate these insights into content plans.
What trend excites or concerns you the most for 2024? Share any questions on putting these social media marketing tips into practice!
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