Social media in 2024: the year of authenticity and innovation
Last year saw some upheaval (Elon, we're looking at you), but social media remains "the home of authenticity", says Manu Gambagorte, Director; Strategy & Insights at The Social Element. If that's the case, how can brands get a thumbs up from their audience in the year ahead?
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With the birth of new platforms, innovation from existing ones, and some taking on a whole new name, it’s safe to say that 2023 was a year of uncertainty in the social media space.
However, uncertainty can be a fertile territory for creativity and experimentation. Last year we witnessed some exciting, unique and creative social media campaigns, activations and trends.
Social media, when used correctly, continues to be the home of authenticity.
Despite the constant innovation with technologies, there was also a refocus on the importance of genuine human connections, with ‘authentic’ named as Merriam-Webster’s word of the year. Social media, when used correctly, continues to be the home of authenticity, and a place for brands and entities to show up for people in a more human way.
Let’s have a closer look at the changes we saw in 2023, and the implications they’ll have for the year ahead.
Above: In 2023 Elon Musk began a Twitter transformation which has sent marketers down an unstable path.
Platforms; out with the old, in with the new
Back in July, we were introduced to a new platform, Threads. This caused some hesitancy for brands as its role was yet to be identified. Despite a slow start, six months later its popularity is now growing and niche communities are forming, such as for creatives and writers groups. Threads has now formed a solid foundation and we can expect to see it reach wider audiences this year, especially as its competitor platforms continue to cause upheaval for brands and users.
Of course, I’m talking about X. Last year saw Elon Musk ditch the iconic blue bird of Twitter for a sleek ‘X’ logo, as he seeks to transform the platform into his vision for an “everything app”. For marketers, it’s led them down an unstable path. Moderation teams have been sacked, and recent issues over brands appearing next to inappropriate content have brought trust and safety issues.
Last year saw Elon Musk ditch the iconic blue bird of Twitter for a sleek ‘X’ logo, as he seeks to transform the platform into his vision for an “everything app”.
As a result, connecting with audiences has been somewhat dampened as traditional Twitter content seeps onto other platforms. As X continues on an unstable path, I can imagine we will see alternatives to Twitter gaining popularity in 2024, with some contenders already arriving, including Tribe Social, BlueSky and Spill.
BeReal continued to be popular with Gen Z after its launch in 2020. Last June a photo app, Lapse, based on the same principle of authentic, real-time moments re-entered the market. Although there are still no traditional routes onto the platform for brands, I expect we will start to see agile brands experiment with innovative ways to enter. This includes greater leveraging of UGC and the creation of brand-owned accounts, where daily users can get access to exclusive, behind-the-scenes content and even product deals.
Above: Brands such as L'Oreal saw that AI experimentation helped them connect with audiences in 2023.
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Content; AI increases imagination
Artificial intelligence impacted content creation in 2023. For social, this type of content proved popular with audiences and allowed brands like North Face and L’Oreal to magnify their creativity. We should expect experimentation to push creative boundaries further this year as new tools across platforms continue to be launched.
TikTok is already recognising this shift following the recent addition of AI labels for creators, and SnapChat also recently announced an AR lens powered by ChatGPT. These additions signal that platforms are identifying a growing need to introduce new types of experiences for users. In the quest to capture attention in a busy media landscape, innovative tools can invite users to connect more with their imagination.
Influencer marketing; thinking small will make you big
This past year, we have seen a shift from macro to micro influencers. Now, we know that audiences resonate best with authentic content, and brands are opting for influencers that create relatable and genuine content with smaller communities of followers.
Brands are opting for influencers that create relatable and genuine content with smaller communities of followers.
In 2024, we’re going to see brands taking this one step further, shifting towards ‘nano influencers’ (those with under 10,000 followers, aka everyday users) as brands recognise the value in smaller communities. This will be especially relevant for brands with unique product offerings that appeal to specific audiences, which we are already seeing across the sustainability and wellness spaces, from brands such as Estrid, Misfits and DASH water.
2023 also saw a rise in creators de-influencing users from costly luxury items, instead promoting cheaper alternatives, with the hashtag #dupe gaining 6.4bn views on TikTok to date. As the cost of living crisis continues, we can expect to see the #dupe trend continue this year. With value for money being the driving USP for users, creator product reviews, explanations and tutorials will be a core part of marketers’ social strategy, which innovative new features (such as the Snapchat and NYX's new beauty filter) can help support.
Above: Dive into social media experimentation to find out what works for your brand.
Making the most of 2024
So, with 2023 behind us and the path through 2024 becoming clearer, what can brands do to stand firm in the face of potential volatility?
For any marketer reading, here is my advice:
Continue [or start] experimenting: Stay present on existing platforms, try out the new ones and seize the opportunities to do something different. What works on one might not work on another - it’s all about testing, learning, iterating and thriving.
Bring your brand in: Stick to your brand values, keep a consistent tone of voice and always refer to your brand playbook in everything you put out, no matter what platform you’re on. Social is where the relationship between brands and people happens, and is the closest you can get to your audience. So, bring in your best brand self and act naturally and consistently.
To provide a meaningful experience it’s important to go beyond a hot trend and create content that responds to these basic needs.
Focus on why people are on social media: People are on social media for all different reasons, from seeking a fun, to learning, discovering, connecting and acting (buying a product, supporting a cause). To provide a meaningful experience it’s important to go beyond a hot trend and create content that responds to these basic needs. I’m not against the trends, they can be great engagement starters, but they can’t be used in isolation, especially if they’re not relevant to your brand space and community
If you can, drive social change: As sustainability and social impact finally become imperative to any industry that wants to thrive, brands that have serious initiatives in this space should start creating a central space in their social strategies to spread their messages and increase support. Social is a powerful tool to build empathy and promote behaviour change on important causes.
2023 was a year of transformation for social and this newly started year promises to step on the gas as innovation, exploration and reinvention remain on the agendas of platforms.
Brands that join the journey will find themselves reaping rewards.
