10 Social Media Trends for 2024 or How Brands Should Navigate Social AI in 2024 

The question that preoccupied the industry for so much of 2023 remains. Namely, how is artificial intelligence going to change the way we work and live? We don’t know, of course. And despite what you may have read on LinkedIn, nobody else does, either.

In social media, 2024 will undoubtedly be a year of transformations that redefine digital engagement and brand-consumer relationships. There is a delicate balance to be explored between AI-driven efficiency and preserving genuine human connections, so brands navigating this landscape will need to adapt, prioritise authenticity, and redefine their strategies to resonate authenticity and relevance.

#1: The Emergence of UAIGC

Generative AI is set to revolutionise user-generated content from UGC to UAIGC – User Artificial Intelligence Generated Content. Brands and consumers alike will harness these tools to reimagine and remix content. How? Who knows. This shift calls for flexibility from brands, allowing for imaginative reinterpretations of a product or imaginary collabs, while maintaining brand integrity.

#2: Personalised Content Breakthrough

Social is already heavily influenced by AI, but 2024 is set to further unlock personalised content by analysing vast amounts of data to understand behaviours. Tools such as AI script generators, editors, voice overs or music are expected to reshape content creation so it resonates with specific demographics. This will be particularly valuable in sectors that value personalisation, and where culturally relevant content, such as tailor-made videos or podcasts, engage highly.

#3: Virtual Influencers Go Mainstream

AI-powered virtual influencers are not new. Largely pioneered in Asia, they are now gaining more traction in the west. They offer brands complete control over content and messaging, however, questions about authenticity and long-term audience engagement linger. Virtual influencers are particularly appealing in industries like fashion and beauty – check out Miquela – a virtual influencer with 2.7 million followers – who since 2016 has collaborated with Calvin Klein, Dior, and Prada.

#4: B2B Becomes B2C

Business-to-business (B2B) companies are catching up with social media marketing tailored to younger decision-makers. According to Forrester, Millennials and Gen Z constitute 64% of business buyers, with millennials making up more than half of all business buyers, so embracing people-first storytelling strategies is vital for B2B marketers to build rapport and connect on a human level. Social is a prime source of information for many and is step one in the sales funnel.

#5: UGC Strikes Back

In addition to UAIGC, actual user-generated content will make a comeback – but from customers. Brands are leveraging UGC to foster authenticity, genuine connections, and responsive engagement with their audiences, steering away from oversaturated #paid and #affiliatelink influencer content in favour of genuine customer interactions and incentives to talk about a product or service. See how the president of Stanley Cup reacted to a customer’s TikTok about a car fire in which her cup survived.

#6: Social Management Renaissance

Generative AI is reshaping the roles of social media managers, freeing up time from repetitive tasks and enabling a focus on strategic and creative activities. However, the balance between AI and human creativity remains crucial. By speeding up ideation and content creation, AI will allow social media managers to spend more time on customer relationships. That’s if the content is grounded and authentic, not dystopian or robotic.

#7: Analytics Over Followers

It will be the year of the micro influencer. Rather than follower count or PR value being the selection metric for influencers, brands will shift their focus from to more nuanced analytics. AI-led tools can assess engagement patterns, audience demographics, authenticity and shared values, which are paramount for meaningful partnerships.

#8: Text and Long-Form Video

The TikTok-ification of all channels continues, short-form video dominates social media, but it is reaching saturation. Entertainment fatigue could set in as users crave the social part of social media again. We’ve seen X lose followers but stabilise while Meta invests in Threads, suggesting there’s an appetite for more than scrollable video. This will swing the pendulum towards longer-form storytelling and text-based content, which leads to more intentional and diverse content experiences.

#9: Community-First Content

Influencers were once the antidote to advertising, a dose of connected humanity, a virtual friendship. But trust in influencers has dropped off a cliff, with nearly 90% of respondents to a survey saying they did not trust them. 2024 will see a rewrite of the influencer playbook, a move towards community-first content with creators – chefs, artists, skaters, nail technicians – emphasising collaborative and value-driven storytelling over transactional influencer-brand relationships.

#10: Truth Redefined

The rise of AI-generated content challenges traditional notions of authenticity, prompting a recalibration of truth in digital content. Concerns about deep fakes and misinformation fuel the pursuit of more intimate and genuine engagement channels. We can all benefit from AI efficiency and inspired creative productivity, but ethics and brand safety will be tested to the max, particularly with a year of elections in the US, UK and elsewhere.
Let us know your thoughts, do you disagree or have we missed anything?  To understand how Honey can boost your social in 2024 email growth@makehoney.com.