Therefore, it’s essential for startups to closely watch changing market trends and customer behaviour and evolve accordingly. 

Here are some of the most innovative new trends that will shape the social media playbook in the coming year, from embracing video content, to capitalising on social commerce and AI. 

Delegating to AI

AI writing and marketing tools like ChatGPT and Jasper.ai are gaining increasing popularity. ChatGPT, for example, attracted over one million users in less than a week of its launch.

This is only expected to grow further in 2024, as we will see more brands tapping into AI for social media content.

AI tools can generate information within seconds, helping businesses generate information and ideas for social media faster and save time. However, they cannot replace human writers in terms of creativity, thought leadership and originality, so brands must ensure they are cautious enough to maintain a human touch in their content.

TikTok and short form video

Short-form videos have been trending in the past few years due to their easy digestibility and the rise of popular platforms like TikTok, which boasts 1.677 billion global users in 2023 and an average of 1.1 billion monthly active users,

Users are increasingly hungry for bite-size, engaging, entertaining content and, with the unleashing of features like ads and business profiles, TikTok is again expected to be an integral part of the social media game in 2024.  

Not only can brands leverage TikTok to share short and creative videos to engage their target audience and create brand awareness, these videos come in useful for businesses to pitch their services quickly and effectively.

Social search

In the ever-evolving landscape of the digital age, where information is just a few clicks away, more people are turning to social media for information.

The way we search for answers is undergoing a dramatic transformation, and Google is no longer seen as the go-to source of knowledge. In fact, Google themselves have admitted 40% of searches happen on social media platforms like TikTok and Instagram.

TikTok, a platform initially known for its short videos and entertainment, is now integrating Google search results into its in-app functionality, and the platform’s Creative Centre has introduced powerful search tools like Keyword Insights.

We will likely be seeing more brands prioritising keyword optimisation in their social media captions and profiles to stay ahead, as well as creating content that addresses frequently asked questions within their niche, as educational content has a higher likelihood of appearing in search results.

Social commerce

The emergence of TikTok Shop, Instagram Shop, Pinterest Shop, and Facebook Marketplace, all indicate that social commerce is rapidly scaling. As a result, social commerce is expected to hit $80 billion in 2025.

Combining social media and e-commerce has provided shoppers with a way to purchase directly though social media, with the entire shopping experience, from product discovery and research, right through to check out, all taking place in-app.

This enables users to engage with a product through social media content and make a purchase without ever leaving the app.

In 2024, this will no longer only be a trend for big names. More small and independent retail businesses will start to harness Instagram Storefronts, shoppable posts and more to boost sales and increase their profit margins.

Brand authenticity and User Generated Content [UGC]

Authenticity will be the key to achieving success on social media in 2024, with 80% of customers stating they count on brand authenticity and transparency. This means brands will need to prioritise communicating a human touch by sharing real stories and engaging in meaningful conversations.

We can expect consumers to engage more deeply with User Generated Content [UGC] than high-production content in 2024, as they are increasingly trusting real people who look and act like themselves.

Therefore, to stay ahead of competition, brands should focus on building enduring partnerships with content creators who excel at storytelling while looking natural and authentic.

Influencer marketing

Influencer marketing dominated in 2023, and it will continue to do so for the next few years. However, we can expect to see a shift this year in the way brands and influencers collaborate.

Bigger brands are expected to collaborate with micro-influencers and niche bloggers to bring inclusivity and transparency to their marketing efforts. This means companies will be cautious in choosing influencers and we could see an even bigger crackdown on imposters thriving on fake followers.

When it comes to endorsing branded products or services, influencers will no longer be able to get away with posting pictures of themselves with the product. Instead, they will need to put equal efforts into content creation for brands, focusing more on long-form content, how-to videos, demos, and photo stories.

Conclusion

While the speed of the social media industry means it's never possible to predict every turn or trend, clearly, there are some major themes all brands need to stay abreast of.

By understanding the ever-evolving landscape and staying up to date with the constant advancements and innovations in the social media space, businesses can stay ahead of the curve and reach their target audience in a meaningful and impactful way.