The thing about social media marketing is that it's always changing. This means brands need to be regularly updated with what the latest developments are to stay on top. The following article aims to do just that by outlining some of the key 2024 trends.
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Growing emergence of social media platforms being used for search 

Traditionally when looking for relevant content online, search engines such as Google have been the main tool. Most people are aware of the expression to Google something when looking for information on a particular topic. However, as there are generational changes the way users make use of the internet will change.

There is now growing evidence that this is starting to happen for search. So, some of the younger generation are no longer using Google as their first tool for information. Instead, they are looking for content on social media apps such as Instagram and TikTok. For example, when looking for a restaurant or bar to visit for the evening.

This means brands should tailor their content when using these platforms accordingly. For instance, an added importance of using keywords/hashtags that are relevant to searches. Or creating posts that aim to answer questions users may have when searching.

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Ongoing changes with Twitter/X 

Until recently users understood what Twitter was all about. However, since Elon Musk purchased the platform it seems to be suffering from an identity crisis. First, it was rebranded as X but the majority of users continue to refer to it as Twitter.

Second, the verification system was radically changed. Now, anyone can be verified if they are willing to invest in a monthly subscription. There is continued speculation that more changes are coming down the track as Musk looks for more ways to monetize.

This may even include charging users to access basic features. Instagram have also introduced Threads which users are comparing to the original Twitter. All of this means brands may want to reassess how they use X with growing evidence that some are abandoning the platform.

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Growth in short-form video content 

It's been known for a long time now that video and image-led content has performed better on social media than bland updates. So, it's nothing new to suggest that brands should produce more video posts on their profiles. However, it's worth remembering that the way users access the internet is changing to a degree.

For example, more users are accessing content on the move from mobile devices. Obviously, when traveling between places time is often limited. What this means is there is growth in short-form video content.

This means brands should consider creating more short videos in 2024. Some options in this area include Instagram Reels, YouTube Shorts and TikTok videos. There seems to be massive growth in these areas.

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Continued rise in influencer marketing 

Online users don't like to be sold to by soulless brands, so there has been an increase in companies using influencers in recent years. It makes perfect sense because most people are online for engagement and watching a video from an influencer can feel like a trusted friend.

It's also true that influencers generally focus on a particular niche rather than producing content on everything. So, users follow them due to having an interest in that niche. It stands to reason they are more open to a product recommended by them, especially when it's related to an interest they have.

What is changing in 2024 is how an influencer is defined. Obviously, traditionally they are seen as users with a very high number of followers/subscribers. However, brands are starting to notice there is a significant opportunity with nano influencers. For example, this could be a YouTuber with between 100 and 10,000 subscribers.

What's interesting is these nano influencers can often create more engagement and they can create more consumer trust due to the niche communities they operate in. Simply put, they provide better value for brands especially since they are usually cheaper to work with bearing in mind their lower subscriber count.

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Expansion of the use of artificial intelligence (AI) 

Social media users have a mixed relationship with the expansion of AI on platforms. In some ways, it is seen as a positive development because it improves recommendations for content. However, there are also concerns about the level of data being taken and the potential privacy implications.

There can also be a mixed reaction to AI-generated content. Marketers should make use of the tools they have at their disposal but also keep the human element in mind. Remember people use social media for engagement and that can't be replaced by a machine. But there is certainly a place to streamline the content creation process.

One thing that's certain about social media marketing is it doesn't stand still. You never quite know when a new platform might emerge. Or a style of content starts to gain a lot of traction.

This means it's crucial to stay on top of the latest developments. The preceding article has looked to help with that process by outlining some of the most important 2024 trends. Things to look out for include social media platforms being used for search, ongoing changes with Twitter/X, growth in short-form video content, continued rise in influencer marketing, and the expansion of AI. If you are looking for a platform to combine your local SEO and social media marketing efforts for yourself or for your client please contact us and get a no-obligation demo to see how Synup can help.

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