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MARKETING
TRENDS
24
the global indie insights

Published: 11/1/2024
Analyst-in-chief: Jari Lähdevuori
Supporting analyst: Erika Danielsson
Contact: jari@kurio.fi
2024 SOCIAL
SOCIAL MEDIA
MEDIA MARKETING
MARKETING TRENDS
TRENDS 2
2

FOREWORD
“In a world leaning on AI more every day, the good news here is that for consistent Whether indie or not, the job of trends forecaster isn’t easy. That is why we want
content that builds real brand love, humanness is still the most necessary to send our warmest thanks to all the 33 experts who shared their insights. Thank
ingredient.” -Dora Beilin, Senior Social Strategist, Barrett Hofherr you, on behalf of the whole creative community.

Having compiled these social media trends reports every year since 2012, I can’t Gautam Reghunath, the Co-founder & CEO of Talented from India, sums it nicely:
recall a bigger shift than this one by generative AI. And it shook the world so swiftly! “For marketers in 2024, the game plan involves treading social waters with incom-
Our last edition didn’t point it out at all, as the interviews were done days before the plete intel, and course-correcting as we go. Old-school marketers might see this
launch of ChatGPT – which arguably has had the biggest impact of all the gen-AI as a big red flag. But a social first marketer knows that real growth and potential
tools. virality only happen in between those decisions. These marketers will be out there
making moves, staying ahead of the curve, while the rest are stuck on slide 43 of
For social media marketing, it will offer revolutions, evolutions, and everything the strategy deck.”
in-between. The following 100+ pages will help you navigate those. And many
other things, non-AI-related, too. We hope that you boldly set sail towards the unpredictable.

This report will give you insights by 23 of the world’s leading independent agen- And let this report guide you on the journey.
cies. This report has been born out of the need to hear it from the indies, too. After
all, their insights are many a times way more accurate than what the huge holding Godspeed for 2024!
companies can offer – indies see the grassroots details, and they need not be so
political in their answers.

Jari Lähdevuori Tommi Opas Julian Boulding

Creative Director & Partner CEO & Partner President
Kurio // The Social Media Age(ncy) Kurio // The Social Media Age(ncy) thenetworkone
2024 SOCIAL MEDIA MARKETING TRENDS 3

AUTHORS
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24
2024 SOCIAL MEDIA MARKETING TRENDS 4

Sylwia Rytel, Mundy Álvarez, Daiana Khaidargaliyeva,

Social Media Supervisor Planning Director Account Manager
180heartbeats + Inbrax Osaka Labs
JUNG v MATT

Sharlene Jenner Pedro Rojas, Stefanie Söhnchen,

Vice President - Director of Social Media Manager Vice President Digital
thenetworkone Kurio // The Social Media Age(ncy) Engagement Strategy Inbrax PIABO Communications
Abelson Taylor

The world’s leading An award-winning social-first Alex Casanovas, Pancho González, Elisabeth Winiartati,
Managing Consultant,
Digital Director CCO
independent agencies network. creative agency. We are operating at Atrevia Inbrax Head of Global Integrated
Communications
With over 1,200 agencies in the intersection of creative & data, PNTR Group
115 countries, thenetworkone content & media buying – using Dora Beilin, Oana Oprea, Lydia Aprina, Account Manager,
Senior Social Strategist
is uniquely suited to find you proprietary tools and frameworks. Barrett Hofherr
Head of Digital Planning
Jam Session Agency
Integrated Marketing and
Communications
the right agency partner in We aim for thought-leadership – PNTR Group

whichever market you need. publishing various annual whitepa- Min Seo, Amy Bottrill, Nita Prabowo, Account
Our best-in-class agencies can pers with partners such as Cannes Campaign Director
Brand New Agency
Social Account Director
Launch
Manager, Integrated Marketing
and Communications Okhi
provide advertising, PR, media, Lions and thenetworkone. “ Web Developer
PNTR Group
digital, events, branding and Deshé M. Gully, Gaby Arriaga, Okhi
design, B2B and B2C solutions, Associate Strategist
Day One Agency
Founder
Leonardo1452
Web Developer
PNTR Group
plus anything else you might
require. Francesca Trevisan, Shantesh S Row, Kei Obusan,
Strategist Creative Director Insights Director
Different Liwa Radarr

Trevor Crossman, Rajesh Mehta, Daffi Ranandi,

CX and Digital Chief Strategy Officer Insights Manager
Transformation Director Medulla Radarr
The Hallway

Olivia Hussey, Dhruv Gaur, Gautam Reghunath,

Strategic Planner Digital Planning Lead Co-founder & CEO
The Hallway Medulla Talented

Simi Srinarula, Leonie Mergulhao, Donagh Humphreys,

Social Media Manager Account Supervisor - Head of Social and Digital
The Hallway Social Media & PR Innovation
Medulla THINKHOUSE

James Hebbert, Aurelija Plioplytė, Sarah Yim,

Managing Director Head of Digital & Social Strategy Director
Hylink Not Perfect Zulu Alpha Kilo
2024 SOCIAL MEDIA MARKETING TRENDS 5

EXECUTIVE SUMMARY
10 trends for social media marketing

We interviewed experts 1. The emergence of UAIGC 6. Social media mgmt renaissance

from 23 of the world’s 2. Personalized content breakthrough 7. Analytics over influencer followers
leading independent
agencies. Their insights 3. Virtual influencers go mainstream 8. Peak short-form video
can summarized in the 4. B2B becomes B2C 9. Going communal with creators
following ten points.
5. UGC strikes back 10. Truth re-defined
 20
2024 SOCIAL MEDIA MARKETING TRENDS 6

METHODOLOGY
The insights were gathered by interviewing All the respondents are using social media to
33 social media marketing experts help their clients do better communications,
from 23 award-winning independent marketing, and eventually, business. They don’t
agencies, chosen from the 12000+ work with any particular social media platform or

24
strong list of agencies in thenetworkone. service-provider, thus their insights come from
The respondents are all part of the an objective point-of-view. Coming from not
world’s leading independent network, only different countries, but also different types
thenetworkone, hailing from countries as of agencies, their answers offer a 360 view of
diverse as China, USA, India, UAE, social media marketing for the upcoming year.
Indonesia, UK, Germany, Chile, Lithuania
and South Korea. The interviews
were done in December 2023.
 20
2024 SOCIAL MEDIA MARKETING TRENDS 7

TOP 10 TRENDS
FOR SOCIAL
MEDIA MARKETING
24
2024 SOCIAL MEDIA MARKETING TRENDS 8

TREND #1 The emergence of UAIGC

Generative AI is here to stay – both for brands and “As generative AI continues to advance and become more democratized,
2024 will see brands, consumers, and marketers use these tools to level up
consumers. This means that in 2024 the good ol’ UGC will their creativity and even act as co-pilots in the creative process. - - What
get a revamp, kudos to gen-AI. As the tools become ever we really should be watching out for is brands/creators who use AI to help
more mainstream, it offer a new venue for fans to remix their deepen conversations with fans by giving them the tools to experiment and
favorite brands. How? Who knows. And this calls for flexibility drive new lanes of storytelling. Grime’s invitation to let fans use AI to create
music using her likeness is an example of this.” Deshé M. Gully, Associate
on brands’ side. Strategist, Day One Agency

“AI is now enabling creators to reinterpret their favorite brands through their own “I believe that this [gen-AI] technology will generate transformations in social
perspective. For example, Instagram user @AI_ClothingDaily reimagined Nike media, not for brands, but for ordinary users and content creators, who will be
shoes through surreal AI visions that people actually wanted to purchase. And able to level the playing field through these tools. Another change that follows
when the Nike x Tiffany Co. collaboration underwhelmed the community, fans from this is that digital communities will have more tools than ever to appro-
took to AI to concept the possibilities of what it could have been instead. This priate and play with styles, icons, and references from recognized intellectual
new wave of imagination could be a driving force in social feeds in 2024. - - properties, such as filters that transform you into Mortal Kombat characters, a
Generative AI is changing our expectations on social. Imaginations are running personal favorite I must admit. - - For this reason, brands that are not willing to
wild, and brands will need to ask themselves if they’re also willing to stretch make themselves available to their users (in the way they choose), face a diffi-
themselves. 2024 will bring an interesting tension between brand storytelling and cult landscape as a result of this transformation.” Pedro Rojas, Social Media
imagination forward as brands look to reevaluate how they show up. Not only will Manager, Inbrax
brands have to look at what they create, they also have to look at the how and
be willing to loosen the reins of stringent brand guidelines to allow for flexibility
instead of further tightening their guidelines.“ Sarah Yim, Strategy Director,
Zulu Alpha Kilo
2024 SOCIAL MEDIA MARKETING TRENDS 9

TREND #2 Personalized content breakthrough

There hasn’t been a year with trends reports not highlighting “In a huge leap forward, 2024 stands poised to witness a radical transfor-
personalization of social content. Low and behold, it is finally mation in pharmaceutical marketing on social media, driven by the dynamic
powers of generative AI. This isn’t just a step towards advanced automation;
here! Thanks to generative AI. it’s a groundbreaking shift towards deeply personalized, empathetic patient
engagement, marking a new epoch in healthcare communication.”
“Social media is already heavily influenced by gen-AI. Today, it’s more than likely Sharlene Jenner, Vice President - Director of Engagement Strategy,
that most agency output involves some bits of gen-AI in its process of concep- Abelson Taylor
tion. As consumers, we don’t fully recognize its influence yet - outside of the
easy-to-spot, creatively exaggerated activations that go viral every other day. “--Then, there’s the whole new game that is being played in the field of
But the truth also is that most of these gen-AI trends seem to run out of novelty Personalized Video Content and Automated Content. AI is quickly generating
in about a couple of weeks. Once we move past the visual shock value of these tailor-made videos suited to individual audience demographics. Agencies,
creatives in time, and ethical considerations aside, I think a rational prediction production houses, and creatives are increasingly relying on AI Voiceovers, AI
is for gen-AI to become the key to finally unlocking meaningful personalized Editors, AI Music, AI Scripting, etc. This allows creative teams more thinking
content.” Gautam Reghunath, Co-founder & CEO, Talented time and leeway to create video content.” Shantesh S Row, Creative Director,
Liwa
“Generative AI will play a crucial role in creating highly personalized content
tailored to individual user preferences. This technology can analyze vast amounts
of data to understand consumer behavior, allowing marketers to generate
content that resonates with specific demographics. In the Chinese market, where
personalization is highly valued, generative AI can help create culturally relevant
and appealing content.” James Hebbert, Managing Director, Hylink UK
2024 SOCIAL MEDIA MARKETING TRENDS 10

TREND #3 Virtual influencers go mainstream

The influencer game is changing with virtual stars. They offer “The rise of virtual influencers and computer-generated imagery (CGI) characters
is expected to continue. These digital creations provide brands with complete
brands the chance to craft perfect brand ambassadors,
control over the content and messaging, although they may raise questions of
especially with the help of AI. But there lies a question: will authenticity. Virtual influencers are particularly appealing in industries like fashion
virtual ones form deep and long-lasting bonds with real and beauty.” James Hebbert, Managing Director, Hylink UK
audiences?
“We are already seeing the rise of virtual influencers. Expect this to keep rising. Lil
Miquel – a virtual influencer with millions of followers – had already collaborated
“As we step into 2024, the social media landscape is experiencing a dynamic with Calvin Klein, Dior, and Prada. So yes, the virtual has become the real.”
shift, driven by a confluence of evolving trends across channels, culture, and Shantesh S Row, Creative Director, Liwa
behavior. - - [One of the most important trends is the] Rise of virtual influencers:
AI-powered virtual influencers could play a significant role in promoting brands
and engaging with consumers in the metaverse.” Dhruv Gaur, Digital Planning
Lead, Medulla

“We already feel a massive shift in how brand and influencer synergy transformed
into a long-term partnership rather than just a one-time collaboration. - - Also,
Generative AI takes part – there are some signs of virtual influencers, aka digital
characters created by AI and acting as an influencer online, gaining more popu-
larity and fascination.“ Aurelija Plioplytė, Head of Digital & Social, Not Perfect
2024 SOCIAL MEDIA MARKETING TRENDS 11

TREND #4 B2B becomes B2C

Business-to-business may have been lagging behind when it “Social media is not only about entertainment, but is seen as a prime source of infor-
mation for many and becomes the first step in the [B2B] sales funnel no matter where
comes to leveraging social. But in 2024 it is catching up. Fast. the sales are being finalized.” Sylwia Rytel, Social Media Supervisor, 180heartbeats +
B2B companies will greatly benefit from the lessons B2C ones JUNG v MATT
have to offer. It is H2H, after all.
“In this regard, audiovisual will continue to stand as a key content format in B2B through
short-form videos, which are already widespread in B2C. In an environment where the
“Those born between 1996 and 2012, now constitute 64% of business buyers today.
amount of information that decision-makers receive is massive, it is essential to be
And yet, while younger generations are becoming more prominent in the workplace as
concise and dynamic to capture attention.“ Alex Casanovas, Digital Director, Atrevia
decision makers, many marketers have not yet acknowledged the generational shift
in B2B marketing. In the last few years, brands have made strides in B2C marketing to
“Since B2B social media is usually globally understood as just LinkedIn communication, it is
cater to this new generation. They’ve carefully considered the channels to best reach
super interesting that there is more of the business buzz going on on TikTok – as businesses
them, and they’ve tailored the content they create to their specific platform behaviors.
that orient especially in business solutions, digital tools, and products target more and more
The question is, have brands done enough to pivot their B2B marketing? - - Like the
industry on TikTok, as they speak on how to help other businesses grow.” Aurelija Plioplytė,
world of B2C marketing, B2B needs to evolve how they speak to consumers if they
Head of Digital & Social, Not Perfect
want to cultivate growth. B2B marketers will need to reinvent how they approach their
audiences and move away from seeing them through their “work persona”. Instead of
“The most noticeable trend in B2B social media marketing right now is the rise of
addressing them as someone who makes decisions on behalf of a business, brands
authentic storytelling. B2B brands are ditching the stiff corporate speak and embracing
need to see these audiences from a wider angle if they want to build their brand and
narratives that resonate on a human level. It’s no longer just about stats and figures;
create rapport. - - Similar principles from B2C marketing need to be applied if brands
it’s about the people behind the business and the stories that make the company tick
want to build and nurture these audience relationships.” Sarah Yim, Strategy Director,
-branded content & sometimes even branded entertainment. B2B marketing also typi-
Zulu Alpha Kilo
cally tends to be given a lot more time and patience than B2C, so that makes this trend
potentially very effective.“ Gautam Reghunath, Co-founder & CEO, Talented
2024 SOCIAL MEDIA MARKETING TRENDS 12

TREND #5 UGC strikes back

User generated content was all the rage in the early days of “What we’ll see more of is paid UGC, a rising phenomenon where customers - not influ-
encers or professional creators - will be incentivized by brands to talk about a product,
social media marketing. Then it got a bit forgotten among in exchange for monetary rewards, free products, discounts, or exclusive content.”
CPMs, influencer strategies and live streams. Now, UGC is Francesca Trevisan, Strategist, Different
back with a bang, offering brands a way to nail authenticity
“Customer care – in which the brand comes forward and enters the conversation
and community vibes in their campaigns. (e.g. interacts with the user on their channel or leaves a comment) – will become more
frequent, as it’s a great tool to scan for UGC creators that can later be used in commu-
nication. This will also highlight that the brand is open and does not take itself too seri-
“As we head into 2024, the power of User-Generated Content (UGC) in social media ously which is something we all want to avoid.” Sylwia Rytel, Social Media Supervisor,
marketing is becoming undeniable. Take the viral TikTok video of a woman sharing the 180heartbeats + JUNG v MATT
aftermath of her car catching fire, but what stands out is her Stanley cup, intact and
still with ice in it. Now, the real game-changer here was Stanley’s quick response. The “With influencer content reaching saturation, our feeds across platforms are becoming
president of the company stitched the video in less than 24 hours, not only offering to increasingly dominated with #paid content and affiliate marketing links. While influ-
replace her cup but also her car itself. This move wasn’t just about fixing a problem; encers were once trusted and reliable sources of information, consumers are tired of
it was about showing they genuinely care. And guess what? People noticed. The seeing a sea of sponsored content and are turning elsewhere. In fact, nearly 90% of
response was overwhelmingly positive, with tons of comments and a noticeable spike in consumers no longer trust influencers and are turning to UGC instead.” Sarah Yim,
customer interest. This story exemplifies the direction social media marketing is headed Strategy Director, Zulu Alpha Kilo
in 2024. It’s not just about creating content; it’s about being responsive and engaging
with the content created by consumers. UGC like this is a goldmine for brands – it’s
authentic, it resonates with audiences, and it provides real insights into consumer expe-
riences. A strategy that not only enhances brand credibility but also fosters a deeper
connection with the audience.” Daiana Khaidargaliyeva, Account Manager,
Osaka Labs
2024 SOCIAL MEDIA MARKETING TRENDS 13

TREND #6 Social media mgmt renaissance

A huge shift is happening in social media marketing. It is “For all the talk and column inches written about Generative AI in 2023, when it comes
to social media in 2024 it is going to be a blockbuster year of constant evolution.
happening on the tables, screens and sheets of social media Constant evolution in the quality and capability of AI on one hand and marketers on the
managers. The generative AI is reshaping the way we work. other hand defining and evolving the role that AI will play in helping them identify, create,
Let’s embrace the rebirth – and make the most of it. and deliver actual value to the work they undertake.”
Trevor Crossman, CX and Digital Transformation Director, The Hallway

“Generative AI will be the death of repetitive tasks. It might seem like a small thing “As we look towards 2024, generative AI is definitely going to shake things up in all
compared to the potential and high expectations of AI, but this will be the core change things social. What’s really exciting here is the impact on content production. With AI,
that will start a new era in social media marketing. - - All the time spent scheduling we’re talking about creating and tweaking content at a pace and scale we’ve never seen
posts, desk social listening, data processing, responding to inquiries, or extensive before. This is huge because it means we can boost our content creation capabilities
graphic design work will be saved through AI optimization, which will free up human using the same resources, cutting down on both time and costs. - - With that in mind, I
resources for more strategic and creative activities. The access to instant insights and think it’s really important to strike a balance where AI meets human creativity. We don’t
the automation of creative templates (copywriting and design) will give marketers the want our content to feel too robotic or dystopian, we still want our content grounded
mental space to focus on the most valuable asset humanity can add to this field: and genuine. We are looking at a collaborative future where AI and human creativity
creativity.” Oana Oprea, Head of Digital Planning, Jam Session Agency work hand in hand to produce content that’s both cool, efficient, and authentic.“
Daiana Khaidargaliyeva, Account Manager, Osaka Labs
“By simply helping with ideation and content creation, AI will allow communicators to
spend more time on relationships with stakeholders and audiences and invest more into
creative processes and quality content that holds high relevance.”
Stefanie Söhnchen, Vice President Digital, PIABO Communications
2024 SOCIAL MEDIA MARKETING TRENDS 14

Trend #7 Analytics over influencer followers

It’s not just about followers anymore. Well, maybe it hasn’t “In 2024, we will see influencer marketing in pharma evolve into a more strategic, data-
driven approach. - - Most likely, there will be a prioritization of analytics over follower
been for a while, thanks to the rise of the micro influencers. counts, with AI aiding in selecting influencers who align with brand values and audience
But AI will give ever more nuanced approaches to needs.” Sharlene Jenner, Vice President - Director of Engagement Strategy, Abelson
influencer selection. Brands are digging deeper, valuing real Taylor
engagement and shared values for meaningful partnerships. “There will be a continuously increasing interest in brands engaging niche influencers,
focusing their marketing efforts to target specific audiences. Looking at the number of
followers will be less important in assessing the potential success of an influencer part-
“AI represents the opportunity to surface key influencers that resonate with the brand’s
nership. Instead, brands will look at metrics like influencer profile’s affinity with the brand
audience through the lens of analytics and not a Media or PR one, which is often based
and how they are seen as experts in the field.” Kei Obusan, Insights Director, Radarr
on audience size alone.” Trevor Crossman, CX and Digital Transformation Director,
The Hallway

“Artificial intelligence will play a significant role in influencer marketing, assisting brands
in identifying the most suitable influencers for their campaigns. Advanced analytics and
machine learning algorithms will assess engagement patterns, audience demographics,
and authenticity, ensuring a data-driven approach to influencer selection.”
James Hebbert, Managing Director, Hylink UK
2024 SOCIAL MEDIA MARKETING TRENDS 15

Trend #8 Peak short-form video

We’ve all seen the tiktokification of all the channels. The this, Gen-Z’s love of a photo dump, and engagement moving out of public view (see
Instagram’s Broadcast Channels), it feels like lots of us are suffering from entertain-
super-dynamic, attention-grabbing, jump-cut-studded ment fatigue and craving the ‘social’ part of ‘social media’ again.” Amy Bottrill, Social
aesthetic has also infiltrated other forms of entertainment. Account Director, Launch
But every action has a reaction. 2024 will see the saturation
“[In channel-related trends, we’ll see] Text-only posts resurgence: Despite the domi-
of short-form – and the first signs of the rise of something nance of visual content, text-only posts are making a comeback, particularly on Twitter.
totally different. Instagram is pushing Threads.” Dhruv Gaur, Digital Planning Lead, Medulla

“Last year, every platform seemed to blend into each other—all optimized for algorith-
mically driven, short-form content. The shift to short-form video / quick-hit endorphin
hits became a meme of sorts. - - But in 2024 we’ll have run out of runway to capture
attention... and this year we’ll see the pendulum swing back towards intention. We’ll
see brands start to experiment with longer-form storytelling, perhaps even a shift back
to physical media, and move further away from cheap “viral” hacks.” Deshé M. Gully,
Associate Strategist, Day One Agency

“We’re going old-school and bringing text-based content back. In 2023, we saw a dip
in X’s usage following Elon’s rebrand of ‘the bird app’, but it’s stabilized, showing we
still have an appetite for something other than scrollable video. The jury’s still out on
Threads, but Meta’s investment suggests they’re banking on words, too. - - Between
2024 SOCIAL MEDIA MARKETING TRENDS 16

Trend #9 Going communal with creators

There’s a shift towards nurturing real communities with “In its infancy, influencer marketing served as an antidote to polished advertising,
injecting a dose of humanity into an otherwise perfected and impersonal landscape.
creators, focusing on long-term storytelling. It’s all about Influencers invited us in, showcasing their homes, pets, and loved ones. The connec-
collaborating for genuine, value-driven stories. tion felt more akin to genuine friendship than a sales pitch. However, as influencers
influenced, and sponsored posts proliferated, this dynamic took a noticeable turn.
What was once ‘real’ and ‘personal’ began to feel ‘staged’ and ‘transactional’. A collec-
“One of the most important trends of influencer marketing will be “Communal success”. tive ‘it’s not me, it’s you’ moment ensued, echoed in the most recent Australia Talks
In 2024, anyone will have the openness & power to be an influencer, no matter the size survey, whereby, a mere 3% of Australians expressed trust in social media influencers.
of the community. What should they do in order to make it on FYP? Not to impress with So, who will take the ‘hot people’s’ job? Brace for a mosaic of influences, with a diverse
an extravagant lifestyle or viral trends, but to bring highly relevant and informational array of talent - chefs, artists, skaters, nail technicians - reshaping cultural preferences.
content from their area of expertise or interest.” Oana Oprea, Head of Digital Planning, Adidas’ global Originals work and Troy Sivan’s Tsu Lange Yor launches provide an early
Jam Session Agency glimpse into this paradigm shift.” Olivia Hussey, Strategic Planner, The Hallway

“In these changing times, brands will need to adapt to the new dynamic of the influ-
encer landscape and reinvent their influencer playbooks. Be it for driving reach, creating
social-first content, or creative partnerships, this new era will see brands collaborate
with their partners to create community-first content.” Sarah Yim, Strategy Director,
Zulu Alpha Kilo
2024 SOCIAL MEDIA MARKETING TRENDS 17

Trend #10 Truth re-defined

The rise of AI-generated content is challenging traditional “We’ll all (hopefully) benefit from superhuman efficiency and productivity, but growing
concerns about ethics and safety aren’t going anywhere anytime soon, so this tech-
ideas of authenticity. In 2024, will our default be that an nology will also force brands to redefine ‘authenticity’ online. As AI-generated content
IG Story is real or will the default be fake? Does it matter? becomes ubiquitous, and sophisticated tools are available and accessible to all, we’ll
Everyone will be recalibrating their approach to truth. have no choice but to push our human creativity even further. - - And all this to worry
about during a year stacked with elections across the globe, where AI will be deployed
to spread misinformation and propaganda across social channels - interfering not just
with our feeds, but with democracy, too. I’d be lying if I said I wasn’t nervous!” Amy
“With how oversaturated social has become with ads and branded media, plus the Bottrill, Social Account Director, Launch
inevitable rise of deep fakes, consumers are losing trust in the social landscape and
their fast-moving feeds. As such they are going to seek out more intimate channels to
engage with creators like newsletters, group chats, and even IRL events.”
Deshé M. Gully, Associate Strategist, Day One Agency

“Whether it’s orchestrating CGI PR stunts, like the Maybelline mascara wand or Pata-
gonia jacket, crafting convincing deep fakes, as seen with Donald Trump and Tupac
Shakur, or political astroturfing, generative AI possesses the ability to create ‘all the
spectacle, all the drama, and all effects’, without the real-world constraints. As the 2024
United States presidential election looms large, AI takes on a whole new level of impor-
tance. Will it be used as a force of good, cutting through the misinformation, or will it
take on a more sinister role, distorting reality? Time will tell. Let the pageantry begin!”
Olivia Hussey, Strategic Planner, The Hallway
2024 SOCIAL MEDIA MARKETING TRENDS 18

20
THE INTERVIEWS

24
2024 SOCIAL MEDIA MARKETING TRENDS 19

180HEARTBEATS
+ JUNG V MATT
Sylwia Rytel, 180HEARTBEATS + JUNG V MATT (PL)
Social Media 180heartbeats + JUNG v MATT is an independent
Supervisor interactive agency, established in Warsaw in
2007. Creativity, independence, and faith in the
power of innovation are amongst the greatest
values, driving the agency. Our mission is:
creating brand excitement and partnering with
brands that want to make a change.
”There is no reason why brands shouldn’t fight to be on top search
lists on socials instead of Google, as this is the real place where
users are.”
2024 SOCIAL MEDIA MARKETING TRENDS 2021 SOCIAL MEDIA MARKETING TRENDS 20

How do you think generative AI is going to Where is influencer marketing headed in

shape social media marketing in 2024? 2024?
The majority of social media users have already come in contact with AI, Using creators’ platforms lately will have been presented more as a touch-
so using it in the form of generated images or voiceovers is a natural step point to the whole integrated marketing strategy than a separate, addi-
forward. However, we may face an overload of such content in 2024 when tional activation. They are here to increase impact and add credibility to
all the brands jump on this trend, which will build resentment in users. the messaging, which is crucial among current media clutter. Due to this
Moreover, as authenticity has been key, AI-generated influencers will not we will see more influencer-forward marketing where their presence is
take on with the brands, they will be seen as planted and forced without in the center - users do not use social media to follow brands but to get
the most important - relationship with the audience. engaging & relatable content. More creators takeovers, more creators
collaborations and the right balance between big names with micro and
AI has a great potential to boost creativity and optimize work time when nano influencers which will be orchestrated in a series of interactions
used with the right prompts, but it needs to be used alongside our to build up the hype. Influencers’ content will start to intertwine with the
know-how for best results. Generating first ideas, that can be bigger and brand’s one as we will be looking into long-term partnerships. It’s all about
bolder, then transferring them and aligning them into whole strategies can right matches - influencers’ audience with the brand’s audience to make
be our way forward from now on. sure that right people are targeted to ensure quality reach and sales.
2024 SOCIAL MEDIA MARKETING TRENDS 2021 SOCIAL MEDIA MARKETING TRENDS 21

What do you see as the most interesting What will be the most interesting
trend for social media in B2B marketing? emerging trend regarding socialmedia
that marketers should know in 2024?
Because of various target audiences being present on social media, we
will see that some of the regular B2B content is getting transformed into Social media in 2024 will be fully about information and interaction. For
B2C. Social media is not only about entertainment, but is seen as a prime years we have been searching for answers on YouTube, but now we add
source of information for many and becomes the first step in the sales TikTok and Instagram to the mix especially when it comes to recommen-
funnel no matter where the sales are being finalized. Due to this shift more dations. Best restaurants in town, how-to’s to math quizzes or in-depth
influencers and experts (also from inside the company) will be asked to essays - everything is there presented by content creators in snackable
collaborate and create assets. Well-crafted content based on the knowl- form. There is no reason why brands shouldn’t fight to be on top search
edge gathered from comments and DM’s left by actual product users will lists on socials instead of Google, as this is the real place where users are.
build a base that can be later used in other marketing activities. No matter Creating content in this way, that is both informative (but not boring!) and
whom we are talking to, we are still building a brand’s image. entertaining is key to building awareness. Customer care where the brand
comes forward and enters the conversation (ex. interacts with the user on
their channel or leaves a comment) will become more frequent as it’s a
great tool to scan for UGC creators that can later be used in communica-
tion. This will also highlight that the brand is open and does not take itself
too seriously which is something we all want to avoid.

When it comes to metrics we will look more into engagement (especially

shares in videos) than usual awareness, it’ll be key to resonate with the
audience and not only reach them.
2024 SOCIAL MEDIA MARKETING TRENDS 22

ABELSON
TAYLOR
Sharlene Jenner, Abelson Taylor (USA)
Vice President - Abelson Taylor is a healthcare and wellness
Director of marketing agency that delivers a return on
Engagement imagination. From strategy to insights to creative
Strategy to tech, we’re imaginative in all the ways that
influence market behaviors and delivers what
matters for our clients: improving health and
“In 2024, an emerging trend for B2B marketers on social media will be the use of
wellbeing while providing tangible, measurable
AI to enhance storytelling and narrative building. This shift will see AI not just as market results that grow your brand.
a data tool but as a means to humanize brand stories, especially in sectors with
complex products and services.”
2024 SOCIAL MEDIA MARKETING TRENDS 2021 SOCIAL MEDIA MARKETING TRENDS 23

How do you think generative AI is going to Where is influencer marketing headed in

shape social media marketing in 2024? 2024?
In a huge leap forward, 2024 stands poised to witness a radical trans- In 2024, we will see influencer marketing in pharma evolve into a more
formation in pharmaceutical marketing on social media, driven by the strategic, data-driven approach. It will focus on creating ethical, effective
dynamic powers of generative AI. This isn’t just a step towards advanced connections with audiences, moving beyond mere reach to foster mean-
automation; it’s a groundbreaking shift towards deeply personalized, ingful engagement.
empathetic patient engagement, marking a new epoch in healthcare
communication. Pharma brands will increasingly use influencers to communicate with both
patients and HCPs, employing different strategies for each group. Patient
Key impacts we may see from AI: messaging will be conveyed by advocates and celebrity doctors, while
Personalization: AI-crafted content for specific health needs, enhanced HCPs will focus on academic insights from key opinion leaders.
patient education and engagement.
Social Listening & Analytics: AI-provided insights into audience needs Most likely, there will be a prioritization of analytics over follower counts,
and the competitive landscape, guiding social media strategies. with AI aiding in selecting influencers who align with brand values and
Influencer Partnerships: AI-identified key health influencers and profes- audience needs. Co-created content will rise, combining brand and influ-
sionals for effective collaboration and product promotion. encer efforts to ensure authenticity and regulatory compliance.
Content Accessibility: AI-created accessible content for diverse audi-
Engagement will become the core focus, with real-time monitoring to
ences, including disability-friendly options.
adapt strategies and foster genuine community interactions. The need for
Virtual Health Assistants: AI integrated into social platforms, offering authenticity and audience relevance within the regulatory framework of
health support and management, like medication reminders and health pharma will drive this shift towards more impactful influencer marketing.
tips.

In essence, AI in social media marketing is set to offer unprecedented

personalization and patient-centered care, heralding a new era in pharma-
patient interaction.
2024 SOCIAL MEDIA MARKETING TRENDS 2021 SOCIAL MEDIA MARKETING TRENDS 24

What do you see as the most interesting What will be the most interesting
trend for social media in B2B marketing? emerging trend regarding social media
that marketers should know in 2024?
In 2024, ‘AI-Driven Behavioral Analytics’ on social media will emerge as
a pivotal trend in B2B marketing. Imagine going beyond mere clicks and In 2024, an emerging trend for B2B marketers on social media will be the
likes to deeply understand the behavior patterns of business audiences. use of AI to enhance storytelling and narrative building. This shift will see
This AI-led insight will unveil the intricacies of business personas as never AI not just as a data tool but as a means to humanize brand stories, espe-
before. cially in sectors with complex products and services.

Marketers will leverage AI to decode how businesses engage with content AI will transform how technical content is communicated. It will act as a
– analyzing not just engagement patterns but also the underlying senti- translator, turning jargon-heavy information into engaging, relatable narra-
ments. It’s like having a crystal ball, revealing what content drives clicks tives. This will make content more accessible and help construct brand
and why, allowing the creation of hyper-personalized strategies that truly narratives that resonate on a personal level with the audience.
speak to the audience and smoothly guide them through the sales funnel.
Additionally, AI will assist in identifying story themes likely to engage
Think of platforms like Tagger as the new allies in B2B influencer followers, optimizing content for better interaction. In the rational world of
marketing. They’ll focus on pinpointing the right key opinion leaders, espe- B2B, where buying decisions are predominantly logic-based, the infusion
cially for healthcare professional audiences, offering rich data to strategi- of human elements through AI-crafted stories will significantly impact
cally plan and monitor influencer campaigns. decision-making.

This AI-driven approach is set to revolutionize how we connect with This trend will extend beyond content creation. It will involve applying AI to
clients. It’s about tailoring interactions to suit their specific interests monitor and manage sensitive topics like adverse events in discussions,
and challenges, finding those perfect moments for engagement. It’s a ensuring compliance and accurate reporting. AI’s role in enhancing crea-
shift from the one-size-fits-all mindset to a more nuanced, data-driven tivity and human connection will represent a significant shift in B2B social
strategy. The result? Stronger, more meaningful B2B relationships are built media marketing, making it a crucial trend for marketers to watch in 2024.
on a foundation of insightful data.
2024 SOCIAL MEDIA MARKETING TRENDS 25

ATREVIA
Alex Casanovas, Atrevia (ES)
Digital Director We are a Global Communication and Corporate Affairs
Agency, operating in 15 countries and a Partner Agency in
30 more territories. We have developed a methodology
that enables companies to solve complex problems, with
multiple stakeholders, through listening, strategy, creativity,
and different agency and consultancy practices. We believe in
commitment, and from the moment and the way we operate,
we can become activists of the change, and drivers of a
sustainable future. Because there is a way to communicate,
”Brands that master the new codes of social commerce by building a balanced to create sustainability plans, to define the purposes and the
funnel between entertainment, socialization, and shopping, will significantly culture of a company, the relationship with the shareholders
increase their conversion rates and will be able to turn their social ecosystem
and with the interest groups, and that makes the difference.
into a key channel for their commercial strategy.”
Because the change rests in the hands of the companies,
we can help them to integrate the change into each of their
decisions. Creating movements, dialogue networks, studies,
and counseling every day, putting the focus on people.
2024 SOCIAL MEDIA MARKETING TRENDS 2021 SOCIAL MEDIA MARKETING TRENDS 26

How do you think generative AI is going to If some risks are properly managed, AI can become highly beneficial for
shape social media marketing in 2024? users as well as for social media or marketers.

AI has exceeded any expectations we might have had by the end of Where is influencer marketing headed in
2022. It is a game changing technology that will have a clear impact on
countless social, economic, political, and cultural aspects. In Social Media
2024?
Marketing, AI tools that allow us to generate text or audiovisual content,
have multiplied exponentially. Influencer marketing will continue to grow exponentially, offering new
opportunities for brands. In 2024, two essential aspects will become very
In 2024, we will see how we move from experimentation with all these important: transparency and accountability.
tools to widespread use of them, both for content generation and predic-
tive analytics to improve the user experience. For the user to trust the relationship between the brand and influencer,
transparency must be total from the point of view of the collaboration
AI will allow a much more effective and faster management of social agreement. This lack of transparency and some abuses have meant a loss
media marketing by automating part of the creative process and having of credibility that has impacted the effectiveness of influencer marketing
an impact essentially on three aspects: actions. It is very likely that we will see how self-regulation spreads or how
regulations such as the French one that regulates the activity of influ-
Data analysis: AI allows us to analyze a huge amount of data to better encers, become more widespread in the different markets. This will enable
understand our audiences and offer them the content they are expecting. us to consolidate and enhance influencer marketing as a key digital
We are heading towards an ultra-personalization that allows us to marketing strategy.
increase engagement with the user.
In addition to transparency, users are going to demand accountability and
Content generation: The production of graphic and audiovisual content engagement, both from brands as well as influencers. Those brands that
will become increasingly accessible and faster, allowing real-time adapta- carry out actions with influencers that are aligned with their values and
tion to the user’s needs. with the challenges and concerns of our society, will see how the ROI of
their actions increases and how they achieve a more solid storytelling.
Social Media Advertising: With the widespread use of artificial intelli-
gence tools such as Meta’s AI Sandbox, we can generate more dynamic
and personalized ads for our campaigns.
2024 SOCIAL MEDIA MARKETING TRENDS 2021 SOCIAL MEDIA MARKETING TRENDS 27

What do you see as the most interesting What will be the most interesting
trend for social media in B2B marketing? emerging trend regarding social media
that marketers should know in 2024?
At the same time, in B2B marketing, long and dense content is progres-
sively giving way to content that is easier to consume. In this regard, 2024 will bring us a multitude of new trends and will also consolidate
audiovisual will continue to stand as a key content format in B2B through some that have been brewing for years. Probably one of the most impor-
short-form videos, which are already widespread in B2C. In an environ- tant will be social commerce. The integration of direct shopping features
ment where the amount of information that decision-makers receive is such as TikTok Shop which allows you to shop without leaving the app,
massive, it is essential to be concise and dynamic to capture attention. is changing the way brands interact with their audience. This will require
In this regard, short-form videos are easy to consume and allow greater developing new strategies such as social content that leads to conversion,
engagement. We will see how among B2B brands the use of 30-60 or the integration of Social Media Advertising and influencer marketing
second video pills versus 2–3-minute videos are enhanced and adapted focused on the same goal. Brands that master the new codes of social
to the different social media platforms. commerce by building a balanced funnel between entertainment, social-
ization, and shopping, will significantly increase their conversion rates
and will be able to turn their social ecosystem into a key channel for their
commercial strategy.
2024 SOCIAL MEDIA MARKETING TRENDS 28

BARRETT
HOFHERR
Dora Beilin, Senior Barrett Hofherr (USA)
Social Strategist Barrett Hofherr, founded in 2012, is a full-
service advertising agency - aka The Biggest
Small Agency in the World™. They combine
the experience of the big agencies with the
efficiency, nimbleness, and scrappiness of a
mid-sized shop. Clients hire them because
”With gen AI, we can finally start pushing the needle again and experimenting with
their creative ideas create brand momentum.
wackier and weirder content: testing out formats we may not have considered, text Client partners include Habit Burger Grill, eBay,
that’s a bit more outside of our brand’s comfort zone and even getting a chance to Activision Blizzard, Chime, Lennar, Sutter Health
discuss niche topics our consumers secretly love. Let’s embrace the weird.”
and more.
2024 SOCIAL MEDIA MARKETING TRENDS 2021 SOCIAL MEDIA MARKETING TRENDS 29

How do you think generative AI is going to brand’s comfort zone and even getting a chance to discuss niche topics
our consumers secretly love. Let’s embrace the weird.
shape social media marketing in 2024?
Tell us what we need to hear: The use of gen AI within social listening
At a time when many, including myself, believe that there’s a need to rees-
opens up a treasure trove of trends and opportunities for brands to
tablish social media as a space geared towards authentic connection and
consider in real-time. It also lets us zero in quickly on what matters most to
community, most trends concerning gen AI can feel overwhelming and
our audience so that content feels relevant and engaging.
almost a step in the wrong direction for what the world of social needs.

I think there’s a way to approach gen AI with a lens of how it could

contribute to reshaping social media into platforms that serve to connect Where is influencer marketing headed in
and empower individuals and communities to feel part of something
bigger and profoundly creative. That is - all with human intervention along
2024?
the way. Here are a few ways I see gen AI helping to save social media.
2023 killed the influencer and welcomed the creator: We are so far from
“influencer” marketing at this point. It feels like 2023 was the year of
Upping our standards for effective social campaigns: As the use of
everyone finally getting behind “creator” as the new vernacular, but now
AI-generated text and images continues to explode, we are also learning
even the creator landscape is changing. It’s projected that the creator
so much more with the data we receive back. Understanding campaign
economy could reach $480 billion by 2027, and with that growth, we are
and content effectiveness on a deeper level can help us get the informa-
seeing a saturation of #sponsored content that lacks genuine brand/
tion we need to create more thoughtful content that resonates with our
creator connection. As more consumers are starting to see right through
audiences.
misaligned partnerships, we foresee a rise in more intentional, longer-term
creator partnerships in 2024.
It might get weird, but maybe we need that: Many of us are “over”
certain platforms. Things don’t feel fresh anymore and we often see
Successful creators have infused their personal brands with values that
brands producing cookie-cutter clutter, that doesn’t help the brand or
become the backbone of their content and their community. When part-
push social forward. With gen AI, we can finally start pushing the needle
nerships with brands “work,” it’s generally when these values overlap
again and experimenting with wackier and weirder content: testing out
and blend well with existing brand values. Some recent examples that
formats we may not have considered, text that’s a bit more outside of our
have stood out to me are Timm Chiusano’s partnership with BMW and
2024 SOCIAL MEDIA MARKETING TRENDS 2021 SOCIAL MEDIA MARKETING TRENDS 30

Monet McMichael’s partnership with Google and PatMcGrath Labs. Albeit They keep it fresh: Creators must be able to navigate the ever-changing
different in execution, both brands allowed their creators to let their values digital landscape. Find creators that thrive on the edge of creativity,
shine front and center (for Timm: his earnest appreciation for the little forging a partnership that remains dynamic over an extended period.
things that make life worth living, and for Monet her unwavering commit-
ment to embracing all that is her). You’re traveling in the same direction: Identify which creators share a
common long-term vision. Aim to imagine this creator becoming an inte-
Now it’s time for creators to join the brand family: Where we see the effec- gral player in your brand’s journey. They should be committed to growing
tiveness of well-aligned creator partnerships, there is a huge space for your business and contributing to a sustained narrative.
long-term brand/creator relationships in 2024. Instead of small-scale influ-
encer briefs for specific campaigns, this will mean longer-term contracts
and creators being thought of as marketing team “family members” over What do you see as the most interesting
one-off creative partners. Like brands that sign major athletes to spon-
sorship agreements, marketing teams will start looking for which creators trend for social media in B2B marketing?
have the overlapping values that can grow with the brand and that will
Two good platform strategies are better than four okay ones: In 2024, B2B
take loyal followers on the ride along with them.
companies should evaluate whether their presence across each platform
is worth their time and money. Even if gen AI can help if one platform’s
Here are some key principles that businesses should consider as they
content is seriously underperforming, it might beg the question: Do we
look to long-term creator partnerships in 2024:
belong here? How does our current performance enhance our business
goals?
There’s unmistakable synergy: Explore the overlap between creator and
brand values, seeking a partnership where both parties can benefit from
Furthermore, if your company can’t dedicate the time to create a strategy,
representing one another.
it’s smarter to go all in on one or two platforms, than to spread the same
content across all of them. It seems pretty intuitive, but depth outperforms
They prioritize engagement: Deep dive into the creator’s engage-
breadth in all areas of social and so many companies still fall into the
ment standards. Partner with creators that weave a narrative of genuine
same trap of “more is more.” At B/H we often perform a social media audit
connection with their audience.
2024 SOCIAL MEDIA MARKETING TRENDS 2021 SOCIAL MEDIA MARKETING TRENDS 31

for clients to assess which platforms are the most effective in generating What will be the most interesting
consistent ROI. We also use our social momentum score to help gauge
where our clients are compared to competitors and how we can start to
emerging trend regarding social media
close gaps if necessary. that marketers should know in 2024?

After level setting where your business falls within the social landscape, Human brands will continue to win: The best brands on social let their
accountability remains a large part of the test and learn process. With the social teams be human and human oriented. They encourage play and
rise of gen AI in 2024, we have a chance to learn so much more about action above all else. They continuously ask: “What would a meaningful
our audiences and what prospective clients are really looking for. Anyone response to this customer feedback look like?” and “How does this
can try to drive follower growth and engagement. But social KPIs need to approach impact our customer’s lives for the better?” The result: real
stack up with the business needs. Being specific about business goals is moments and conversations people actually like being a part of and
critical, from the start. For example, if everything is about lead generation engaging with. Those who “get” human on social have the leg up and
and capturing prospects into our funnel, get granular on what it looks like ultimately generate the most brand momentum.
to nurture cold to warm leads and integrate that into your social strategy.
The team at Yeti gets it, all of their content is designed around how their
products enable their customers to live boldly outdoors.

Rare Beauty’s content addresses every beauty fanatic’s burning questions:

Where to buy? How might this compare? What might this look like on MY
skin tone?

Taco Bell indulges every fast-food lover’s joy in food hacks and relatable
moments.

In a world leaning on AI more every day, the good news here is that for
consistent content that builds real brand love, humanness is still the most
necessary ingredient.
2024 SOCIAL MEDIA MARKETING TRENDS 32

BRAND NEW
AGENCY
Min Seo, Campaign Brand New Agency (KR)
Director Brand new agency is located in Seoul and was
founded by Min Seo, who used to work at BBDO,
DDB, and Innored as a campaign director. He
has won numerous awards at Cannes, Clio, New
York Festival, Spikes Asia, AdFest, and more.
It is a unique independent agency that does
not separate its departments for strategy and
“In Korea, becoming a YouTuber or influencer is a dream job for many young students, creative work but operates with an integrated,
and it’s seen as a path to success where talent alone can pave the way.”
one-team approach. Its clients include
GCwelling, Jack Links, Compassion, Shake
Shack, and Dr.G.
2024 SOCIAL MEDIA MARKETING TRENDS 2021 SOCIAL MEDIA MARKETING TRENDS 33

How do you think generative AI is going to Where is influencer marketing headed in

shape social media marketing in 2024? 2024?
AI has primarily been utilized by large platform companies for optimizing In South Korea, the influence of influencers is tremendously strong. Even
advertisements, including targeting. In social media, the process of adver- before they achieve national recognition, they can create significant
tising feeds or videos inevitably involves optimization through the plat- clusters of fans and enjoy absolute support and popularity within those
form’s inherent AI algorithms, a step naturally expected by both agencies groups. Some brands have seen great success by increasing these
and clients. However, AI hasn’t been actively leveraged in the content influencers’ recognition through public broadcasting and actively using
creation stage until recently. In a recent bidding process, I compared them as models in advertisements. In Korea, becoming a YouTuber or
content made by designers to that created using AI, and from DALL-E 3 influencer is a dream job for many young students, and it’s seen as a path
onwards, the AI-generated content was so perfect that it could be used to success where talent alone can pave the way. These influencers don’t
seamlessly. It seems that AI will be employed in creative production much just collaborate with brands to create content; they also develop products
earlier than anticipated, greatly saving time and costs. Yet, this will present and use their channels in ways that perform the role of media, increasingly
a significant challenge to agencies. infiltrating the marketing sphere. Beyond 2024, it’s anticipated that new
influencers will continue to emerge and exert even greater influence.
2024 SOCIAL MEDIA MARKETING TRENDS 2021 SOCIAL MEDIA MARKETING TRENDS 34

What do you see as the most interesting What will be the most interesting
trend for social media in B2B marketing? emerging trend regarding social media
that marketers should know in 2024?
Recently, I interacted with an ultra-high-end luxury interior brand that
was generating most of its revenue from B2B (business-to-business)
In contrast to the efforts of brands trying to actively engage with
sales. However, this brand was also actively developing its B2C (busi-
consumers through social media, there appears to be an increasing
ness-to-consumer) channels and leveraging social media to build aware-
sense of fatigue among consumers towards social media. This fatigue is
ness among consumers. Companies in sectors like semiconductors, such
manifesting as a desire to break away from the pressure of continuous
as Hynix, are also making efforts to expand into the B2C market. They
self-exposure or exposure to unwanted information, and the obligation to
believe that gaining visibility among general consumers is beneficial for
maintain a bright and positive demeanor. Moreover, the flood of fraudulent
their overall business, and social media is being used as a marketing tool
advertisements, produced without proper regulation, is causing social
that enables ongoing engagement with consumers at a relatively low cost.
problems and creating a negative trend where consumers are increasingly
averse to ads. Although social media, which was initially meant to connect
people, will continue to be influential, its importance and allure might
decline compared to the past due to consumer backlash.
2024 SOCIAL MEDIA MARKETING TRENDS 35

DAY ONE AGENCY

Deshé M. Gully, Day One Agency (USA)
Associate Strategist Day One is a creative communications agency
with the ambition of stopping the world in its
scroll with stories that earn a place in culture.

”In 2024 we’ll have run out of runway to capture attention...and this year we’ll see the
pendulum swing back towards intention. We’ll see brands start to experiment with
longer-form storytelling, perhaps even a shift back to physical media, and move further
away from cheap “viral” hacks.”
2024 SOCIAL MEDIA MARKETING TRENDS 2021 SOCIAL MEDIA MARKETING TRENDS 36

How do you think generative AI is going to Where is influencer marketing headed in

shape social media marketing in 2024? 2024?
As generative AI continues to advance and become more democratized, In 2023 we saw an increase in influencers leaning into entrepreneurial
2024 will see brands, consumers, and marketers use these tools to level ventures and creating more direct lines of communication with their audi-
up their creativity and even act as co-pilots in the creative process. ences. In 2024 we’ll see this trend continue to thrive as consumers look
for ways to get personal with their favorite influencers outside of over-
Specifically, brands are going to use AI to experiment with new creative whelming digital spaces.
formats to help generate excitement and novelty. More teams are going
to make similar moves to Coke’s “Real AI Magic”. Another example of AI With how oversaturated social has become with ads and branded media,
creativity is how the Toy Story’s Funday collab with the NFL merged two plus the inevitable rise of deep fakes, consumers are losing trust in the
distinct pieces of IP in a way that resonated across different generations social landscape and their fast-moving feeds. As such they are going to
and drove earned media coverage, brand resonance, and locked in loyalty seek out more intimate channels to engage with creators like newsletters,
for a new audience. group chats, and even IRL events.

But what we really should be watching out for is brands/creators who

use AI to help deepen conversations with fans by giving them the tools
to experiment and drive new lanes of storytelling. Grime’s invitation to let
fans use AI to create music using her likeness is an example of this.
2024 SOCIAL MEDIA MARKETING TRENDS 2021 SOCIAL MEDIA MARKETING TRENDS 37

What will be the most interesting

emerging trend regarding social media
that marketers should know in 2024?
Last year, every platform seemed to blend into each other—all optimized
for algorithmically driven, short-form content. The shift to short-form video
/ quick-hit endorphin hits became a meme of sorts.

Triple screen viewing took over the TikTok feed, jokes about the length
of Oppenheimer’s three-and-a-half-hour run time was too much for Gen
Z, and the NPC trend illustrated how our desire for hyperstimulation has
reached a critical mass.

But in 2024 we’ll have run out of runway to capture attention...and this year
we’ll see the pendulum swing back towards intention. We’ll see brands
start to experiment with longer-form storytelling, perhaps even a shift
back to physical media, and move further away from cheap “viral” hacks.
2024 SOCIAL MEDIA MARKETING TRENDS 38

DIFFERENT
Francesca Trevisan, Different (IT)
Strategist Different is a communication company that drives
brands to fully express their potential, and to hit people
with significant content and messages. With a fluid
structure of talented, complete thinkers, Different brings
life to the vital energy of a brand.

”Until very recently, in our minds Facebook was the place to find Boomers and Gen X,
Instagram was all Millennials’ home and TikTok was Gen Z kingdom, but at the present
moment, we can no longer talk about this ‘one-generation for one social media’ thing.
Nowadays the motto is ‘everyone is everywhere’.”
2024 SOCIAL MEDIA MARKETING TRENDS 2021 SOCIAL MEDIA MARKETING TRENDS 39

How do you think generative AI is going to Where is influencer marketing headed in

shape social media marketing in 2024? 2024?
Whether we support it or not, we are now living in the age of AI. The An #ad made by an influencer with several millions of followers is getting
seemingly endless possibilities that AI brings about are further enhancing old. People know they are being paid to say certain (mostly positive)
our society’s post-truth traits, giving individuals the power to redefine the things, while the voice of “real” people, who truly are part of a certain
past, present, and future. community, is becoming more and more relevant, even when it goes
upstream, like the #deinfluencing trend, where people advise what not to
So far, the conversation has mostly focused on the potential risks that trust and buy.
such powerful tools may entail: from spreading fake news to potentially
becoming a threat to creative jobs, to privacy concerns. Those risks are Confirming last year’s trend, micro, and nano influencers are still on the
real and should not be underestimated. But, if used correctly, AI has the rise: we care more and more about their authenticity and relatability and
potential to become a truly powerful resource, both for end users and way less about their clout or follower count.
marketers alike, and could help shape a new form of our society, helping
us in our day-to-day lives. On this note, what we’ll see more of is paid UGC, a rising phenomenon
where customers - not influencers or professional creators - will be
For instance, AI tools could support consumers with menial tasks they are incentivized by brands to talk about a product, in exchange for monetary
reluctant to complete, helping to build loyalty and boost engagement. As rewards, free products, discounts, or exclusive content.
marketers, we have the opportunity to use AI to improve our customers’
online experiences, making their shopping more enjoyable while saving
time. On social media, we should start experimenting with AI chatbots
integrated into social platforms (Snapchat, Instagram, and TikTok are all
testing them out) to improve community management on one side and
customer experiences on the other, increasing engagement.
2024 SOCIAL MEDIA MARKETING TRENDS 2021 SOCIAL MEDIA MARKETING TRENDS 40

What do you see as the most interesting What will be the most interesting
trend for social media in B2B marketing? emerging trend regarding social media
that marketers should know in 2024?
If we are talking business-to-business marketing, who better than profes-
sionals can spark the dialogue? The most interesting trend emerging in the social media field is their
emerging intergenerational nature. Until very recently, in our minds Face-
In our very customer-centric society, where everything is thought out and book was the place to find Boomers and Gen X, Instagram was all Millen-
created with the recipient in mind, there is (and will be) a shift in focus, nials’ home and TikTok was Gen Z kingdom, but at the present moment,
having the opinions that matter going from influencers to the profes- we can no longer talk about this “one-generation for one social media”
sionals in that specific field, who are quickly becoming full-fledged brand thing. Nowadays the motto is “everyone is everywhere”.
ambassadors.
Every generation is present on each platform, coexisting without touching
This kind of advocacy is structured to validate the brands’ values and each other, since Boomers, Gen X, Millennials, and Gen Z have their own
qualities through a professional’s point of view, which makes them more personal, unique way of navigating social media (encouraged by the
secure in the eyes of both the general public, but especially potential algorithm that makes them find what they like). We experience different
other professional prospects. Matter of fact, if someone like an influencer versions of social platforms, depending on the audience using them.
or a loyal customer says that a product is good, B2C prospects may trust
them. If a professional who knows and uses that product on a daily basis In this new multifaceted and ultra-segmented reality, marketers should
says so, other professionals will definitely perceive their opinion as much keep in mind that, from now on, they should not talk to a generation on
more reliable. its “assigned” social media, but rather take on a multi-channel approach
that goes beyond generations and thus responds to a certain behavior
By implementing employer, partner, and expert advocacy, leveraging their or mindset, intercepting the targets and niches while they use Facebook,
expertise and authority in that specific area, brands can improve their Instagram, TikTok, etc. with content that truly speaks to them.
visibility and strength in the market very quickly and effectively, improving
awareness and trust that can ultimately result in more sales.
2024 SOCIAL MEDIA MARKETING TRENDS 41

THE HALLWAY
Trevor Crossman, CX and The Hallway (AUS)
Digital Transformation
Director The Hallway is a full-service advertising agency. We
Olivia Hussey, use data to uncover what makes people tick. Then
Strategic Planner we affect how they think, feel, and behave by creating
Simi Srinarula, experiences that touch their hearts, spark their minds
and inspire action.
Social Media Manager

A question for marketers to ask themselves would be: “What relatable content
can I create that will inspire my audience to share it within their inner circle?” “
2024 SOCIAL MEDIA MARKETING TRENDS 2021 SOCIAL MEDIA MARKETING TRENDS 42

How do you think generative AI is going to OH: In 1997, Barry Levinson’s cinematic masterpiece, ‘Wag the Dog’,
garnered worldwide interest, embodying Guy Debord’s ‘Society of Spec-
shape social media marketing in 2024?
tacle’ theory, and revealing the profound influence a compelling spectacle
TC: For all the talk and column inches written about Generative AI in 2023, can wield on public sentiment. In 2024, Artificial Intelligence could assume
when it comes to social media in 2024 it is going to be a blockbuster year the role of Spin Doctor and Hollywood Producer, and wag the dog, for
of constant evolution. Constant evolution in the quality and capability of real. Whether it’s orchestrating CGI PR stunts, like the Maybelline mascara
AI on one hand and marketers on the other hand defining and evolving wand or Patagonia jacket, crafting convincing deep fakes, as seen with
the role that AI will play in helping them identify, create, and deliver actual Donald Trump and Tupac Shakur, or political astroturfing, generative AI
value to the work they undertake. possesses the ability to create ‘all the spectacle, all the drama, and all
effects’, without the real-world constraints. As the 2024 United States
Generative AI will continue to chip away at the time-intensive analog tasks presidential election looms large, AI takes on a whole new level of impor-
that exist around all digital activity but also evolve the current capabili- tance. Will it be used as a force of good, cutting through the misinforma-
ties of generating text, images, and other media to elevate the quality of tion, or will it take on a more sinister role, distorting reality? Time will tell.
output, especially when it comes to image and video content. Let the pageantry begin!

More marketers and brands than ever will get involved in AI in the year Where is influencer marketing headed in
ahead, each testing, learning, and adopting the appropriate level of AI 2024?
based on their needs. But to do so, I really believe that we need to move
beyond the ‘buzzword bingo’ that is being used by many suppliers, media OH: Making its way to the grave. R.I.P. in its infancy, influencer marketing
partners, and platforms when it comes to AI - moving away from ‘The AI served as an antidote to polished advertising, injecting a dose of humanity
does it’ to be clear about what exactly AI covers so that marketers can into an otherwise perfected and impersonal landscape. Influencers invited
identify what elements of AI they want to trial and adopt. us in, showcasing their homes, pets, and loved ones. The connection
felt more akin to genuine friendship than a sales pitch. However, as influ-
The implementation of generative AI will trigger a range of additional encers influenced, and sponsored posts proliferated, this dynamic took a
considerations for marketers, from transparency to data and privacy and noticeable turn. What was once ‘real’ and ‘personal’ began to feel ‘staged’
ethical considerations and then there are the longer-term concerns of and ‘transactional’. A collective ‘it’s not me, it’s you’ moment ensued,
algorithm bias, each of which they will need to navigate. echoed in the most recent Australia Talks survey, whereby, a mere 3% of
2024 SOCIAL MEDIA MARKETING TRENDS 2021 SOCIAL MEDIA MARKETING TRENDS 43

Australians expressed trust in social media influencers. So, who will take What do you see as the most interesting
the ‘hot people’s’ job? Brace for a mosaic of influences, with a diverse
trend for social media in B2B marketing?
array of talent - chefs, artists, skaters, nail technicians - reshaping cultural
preferences. Adidas’ global Originals work and Troy Sivan’s Tsu Lange Yor
launches provide an early glimpse into this paradigm shift. TC: In the world of B2B Marketing relationships are critical and for B2B
Marketers to be able to surface the right message to the right stakeholder
TC: The influencer landscape is going to be an interesting one to watch at the right time has always been the golden ticket.
across 2024, as the predictions of marketers and brands expanding their
focus to working with micro and nano influencers in order to reach often Generative AI presents B2B Marketers with an array of opportunities from
smaller but highly engaged niche audiences continue. real-time analytics to predictive capabilities, automated and personalized
content creation, and customer experiences - each of which highlight
Truthfully, influencer marketing has always been tricky. A balancing act additional opportunities for the Marketers and their Brands to stay a step
between what the Brand wants to convey and how the influencers want ahead, but also deepen the relationships they have.
to reflect that intention. AI represents the opportunity to surface key
influencers that resonate with the brand’s audience through the lens of With that said though, in 2023 most B2B Marketers are ‘at a stage of
analytics and not a Media or PR one, which is often based on audience learning and exploring’ with AI, so this audience will definitely not view AI
size alone. as the silver bullet and would be far more skeptical at what aspects of AI
they can utilize to help foster meaningful and longer term relationships.
Beyond the selection of influencers, the impact of AI also extends to the
influencers themselves who will keep utilizing AI as a tool to aid in the With this in mind, I believe that B2B Marketers will use 2024 to test
creation of their content. feasibility of AI, from what actionable insights they can get out of AI’s
enhanced data analytics - highlighting customer behavior, trends and
Whilst this represents an interesting and more equitable share of power opportunities, along with piloting personalized content opportunities to
between brands and influencers, the watch out for both is to ensure that see what effect this has.
there is not an over-reliance on AI, as the trends of transparency and
authenticity that we saw feature prominently in 2023, show no signs of
slowing down.
2024 SOCIAL MEDIA MARKETING TRENDS 2021 SOCIAL MEDIA MARKETING TRENDS 44

What will be the most interesting themselves would be: “What relatable content can I create that will inspire
my audience to share it within their inner circle?”
emerging trend regarding social media
that marketers should know in 2024? OH: If 2023 were an anthem, it would undoubtedly be No Doubt’s ‘Just
A Girl’. Between the World Cup, Barbie, and the Uniqlo x Sofia Coppola
SS: In 2024, Gen Zs are making ‘meaningful connections’ their top priority collaboration, the year was marked by a powerful reclaiming of ‘girl’. The
on social media. This transition may not have been a conscious choice, girlhood renaissance cast a light on the multifaceted experience of ‘being
but rather an organic evolution of what social media has come for them, a girl’, capturing the pain, beauty, loneliness, fun, and, at times, awkward-
especially Instagram, mirroring the behaviors of this generation. ness. Social media, acting as a pivotal force, played a crucial role in fueling
this resurgence. TikTok challenged traditional notions of femininity, trans-
For Gen Z, the era of social media serving as a grand stage for sharing forming everything from math to cardio and dinner into girl-powered
content with the world or participating in public forums has gradually expressions. Miley Cyrus’, ‘Flowers’, emerged as the top-streamed song,
faded. Instead, this generation has adopted social media as a tool to globally, on Spotify, Girlhood, and Girlblogsphere emerged as new digital
create intimate circles and nurture close connections with their friends spaces, and Instagram paid tribute to female icons like Stevie Nicks, Chloe
and family. This translates into a preference for liking stories, and sharing Sevingy, and Pamela Anderson. As we journey into 2024, it will be inter-
reels or memes through DMs, rather than sharing their content with the esting to see how the girlhood narrative evolves. If Sofia Coppola’s ‘Pris-
world or engaging with it in conventional ways. cilla’, Madonna’s worldwide tour, and Louise Bourgeois’ Australian showing
While this transformation highlights the significance of fostering personal are anything to go off of, I expect (and hope for) more nuanced discus-
connections, it poses challenges for marketers in terms of tracking sions about the performance of womanhood. But only time will tell.
engagement in dark social—a territory that’s off-limits to conventional
social listening and analytics tools.

However, this shift acts as a catalyst for brands to reevaluate their

preferred tracking metrics, as well as their content. Instead of measuring a
content’s performance based solely on likes or comments, marketers may
now lean towards tracking success through the number of shares. This
shift also calls for them to pivot their focus into creating content that reso-
nates with these tight-knit connections. A question for marketers to ask
2024 SOCIAL MEDIA MARKETING TRENDS 45

HYLINK
James Hebbert, Hylink (CN / UK)
Managing Director Hylink is the first natively Chinese digital agency to
move West and establish in the UK. Voted the most
effective advertising agency in the Asia Pacific region
with the prestigious Effie Award, Hylink is China’s largest,
independent full-service digital agency. Our mission
is simple: to creatively bridge the cultural gap in digital
marketing between China and the UK.
”Brands may encourage user-generated content (UGC)
that aligns with social and environmental causes. Campaigns that involve users in
sharing their stories, experiences, and iniXaXves for posiXve change can foster a
sense of community and create a collecXve impact.”
2024 SOCIAL MEDIA MARKETING TRENDS 2021 SOCIAL MEDIA MARKETING TRENDS 46

How do you think generative AI is going to Dynamic advertising content: AI-powered algorithms can generate
dynamic and interactive advertising content that adapts in real-time based
shape social media marketing in 2024?
on user behaviour and preferences. In the Chinese digital marketing land-
scape, where consumers are tech-savvy and accustomed to innovative
Personalised content creation: Generative AI will play a crucial role in
advertising formats, dynamic content can capture attention and drive
creating highly personalised content tailored to individual user prefer-
engagement more effectively. E-commerce platforms such as Tmall and
ences. This technology can analyse vast amounts of data to understand
JD have launched AI live-streaming hosting and AIGC-empowered shop-
consumer behavior, allowing marketers to generate content that reso-
ping events.
nates with specific demographics. In the Chinese market, where person-
alisation is highly valued, generative AI can help create culturally relevant
Cross-platform integration: Generative AI can facilitate seamless inte-
and appealing content.
gration across various social media platforms, ensuring a consistent brand
presence and message. In the international marketing context, especially
Chatbot evolution: Enhanced chatbots powered by generative AI will
in China, where multiple platforms like Weibo, WeChat, and Douyin domi-
revolutionize customer interactions on social media platforms. These
nate, cohesive cross-platform strategies are crucial, and AI can assist in
chatbots can engage users in more natural and context-aware conversa-
streamlining and optimizing these efforts.
tions, providing instant responses to queries. In the Chinese market, where
messaging apps like WeChat are integral to communication, advanced
Influencer marketing optimisation: AI can identify and analyse influ-
chatbots can significantly improve customer engagement and satisfac-
encers whose content aligns best with a brand’s values and target audi-
tion.
ence. In the Chinese market, where influencer marketing is a powerful
tool, AI-driven analytics can help marketers identify the most relevant
Automated social listening and sentiment analysis: Generative AI tools
influencers for their campaigns, ensuring authenticity and resonance with
can be employed for automated social listening, helping marketers under-
local audiences.
stand trends, sentiments, and consumer opinions across different social
media channels. In the international context, especially in China, where
Data privacy and compliance: As AI becomes more integral to marketing
social media platforms have unique features and nuances, advanced
strategies, ensuring compliance with data privacy regulations, especially in
sentiment analysis can provide valuable insights for crafting effective
international markets like China, is paramount. Marketers need to navigate
marketing strategies.
evolving legal landscapes and leverage AI responsibly to build trust with
consumers.
2024 SOCIAL MEDIA MARKETING TRENDS 2021 SOCIAL MEDIA MARKETING TRENDS 47

In summary, the integration of generative AI in social media marketing authenticity of brand endorsements. Influencers may take on the role of
in 2024 is poised to enhance personalisation, automation, and effi- brand ambassadors, contributing to a more sustained and integrated
ciency, particularly in the context of international markets such as China. marketing approach.
The ability to create culturally relevant content, engage users through
advanced chatbots, and navigate the unique features of diverse social AI-Driven influencer selection: Artificial intelligence will play a significant
media platforms will be crucial for success. role in influencer marketing, assisting brands in identifying the most suit-
able influencers for their campaigns. Advanced analytics and machine
learning algorithms will assess engagement patterns, audience demo-
Where is influencer marketing headed in graphics, and authenticity, ensuring a data-driven approach to influencer
selection.
2024?
Virtual influencers and CGI creations: The rise of virtual influencers and
In 2024, influencer marketing is likely to undergo several transformations, computer-generated imagery (CGI) characters is expected to continue.
impacting various aspects from planning and media buying to engage- These digital creations provide brands with complete control over the
ment on influencers’ channels. Here are key trends and changes antici- content and messaging, although they may raise questions of authenticity.
pated in influencer marketing: Virtual influencers are particularly appealing in industries like fashion and
beauty.
Nano and micro-influencers dominance: As consumers seek more
authentic and relatable content, brands are expected to shift towards Integrated e-commerce and social commerce: Influencers will play a
nano and micro-influencers. These influencers often have smaller but more significant role in driving e-commerce and social commerce. Direct
highly engaged audiences, fostering a sense of trust and credibility. This shopping features on platforms, such as Instagram’s shopping tags and
trend aligns with the growing demand for authenticity in social media TikTok’s live shopping, will be leveraged by influencers to facilitate seam-
content. less product discovery and purchase, making the influencer marketing
funnel more integrated and efficient.
Long-term partnerships and brand ambassadors: Instead of one-off
collaborations, brands are expected to invest more in long-term partner- Enhanced content creation with AR and VR: Augmented reality (AR)
ships with influencers. This shift allows for the development of deeper and virtual reality (VR) technologies will be increasingly integrated into
connections between influencers and their audiences, enhancing the influencer content. This immersive approach allows influencers to create
2024 SOCIAL MEDIA MARKETING TRENDS 2021 SOCIAL MEDIA MARKETING TRENDS 48

unique and interactive experiences for their audiences, providing brands LinkedIn as a hub for B2B networking: LinkedIn continues to be a
with innovative ways to showcase products and services. powerful platform for B2B networking and lead generation. In China,
where professional relationships are highly esteemed, maintaining an
Emphasis on diversity and inclusivity: There will be a continued active presence on LinkedIn can facilitate business connections, show-
emphasis on diversity and inclusivity in influencer marketing. Brands will case expertise, and provide a platform for thought leadership within the
seek influencers who authentically represent a diverse range of back- B2B community.
grounds, cultures, and perspectives, aligning with the values and expecta-
tions of socially conscious consumers. Integration of social selling strategies: Social selling is becoming more
prevalent in B2B marketing. This involves using social media platforms to
identify, connect with, and nurture potential leads. In the Chinese market,
What do you see as the most interesting where relationship-building is paramount, social selling on platforms
like WeChat and LinkedIn can be particularly effective in initiating and
trend for social media in B2B marketing?
nurturing business relationships.
Rise of B2B Iinfluencer marketing: While B2C influencer marketing has
Personalised account-based marketing (ABM): Personalisation is key
been widely adopted, B2B influencer marketing is gaining momentum. In
in B2B marketing, and social media platforms offer opportunities for
the Chinese market, where relationship-building is crucial, collaborating
targeted and personalised communication. Utilising data analytics and
with industry experts and thought leaders can enhance credibility. B2B
AI, marketers can implement account-based marketing strategies on
influencers can help in establishing trust, providing valuable insights, and
platforms like WeChat and LinkedIn, tailoring content and messages to
expanding the reach of content within professional circles.
specific businesses and decision-makers.
Content marketing with educational webinars: B2B audiences, espe-
Video content for B2B engagement: Video content is not limited to
cially in China, value educational content. Webinars and online workshops
B2C marketing; it’s gaining traction in B2B as well. In the Chinese digital
serve as effective tools for providing in-depth industry knowledge and
landscape, where video consumption is high, creating engaging and
addressing the specific needs of businesses. Social media platforms,
informative videos on platforms like Youku or LinkedIn can effectively
including WeChat and LinkedIn, can be leveraged to promote and host
convey complex B2B messages, showcase product demonstrations, and
these webinars, fostering engagement and thought leadership.
humanise corporate brands.
2024 SOCIAL MEDIA MARKETING TRENDS 2021 SOCIAL MEDIA MARKETING TRENDS 49

Localisation and cultural sensitivity: In international marketing, especially What will be the most interesting
in China, understanding local nuances and cultural sensitivities is critical.
emerging trend regarding social media
B2B social media strategies should be adapted to resonate with Chinese
businesses and decision-makers. This includes using language appropri- that marketers should know in 2024?
ately, respecting cultural norms, and aligning content with the preferences
of the target audience. User-generated content for social impact: Brands may encourage
user-generated content (UGC) that aligns with social and environmental
Ephemeral content for real-time engagement: Platforms like WeChat causes. Campaigns that involve users in sharing their stories, experiences,
and Weibo support ephemeral content, which disappears after a short and initiatives for positive change can foster a sense of community and
period. B2B marketers can leverage this feature for real-time updates, create a collective impact. Social media channels will serve as platforms
behind-the-scenes glimpses, and event coverage. This approach adds a for amplifying these user narratives.
human touch to B2B brands and keeps the audience engaged on social
media. Incorporating ESG (Environmental, Social, Governance) metrics: Envi-
ronmental, social, and governance considerations are becoming integral
components of corporate strategies. Marketers may increasingly incorpo-
rate ESG metrics into their social media communications, demonstrating
a commitment to responsible business practices. Highlighting corpo-
rate social responsibility initiatives can resonate positively with socially
conscious audiences.

Global collaboration for sustainable goals: Brands may collaborate on

a global scale to address sustainability challenges. Social media plat-
forms can serve as hubs for collective action, where brands join forces to
address environmental issues or contribute to social causes. Collaborative
efforts can amplify impact and enhance brand credibility.
2024 SOCIAL MEDIA MARKETING TRENDS 50

INBRAX
Mundy Álvarez, Inbrax (CH)
Planning Director
Inbrax is an ad agency full creative services with digital
Pedro Rojas, marketing at heart.
Social Media Manager
Pancho González, CCO

”It will always be something special and naturally empathetic to be attracted to human
stories, so why not adopt corporate positioning to this warmer world? Just make
sure they are work or industry related, nobody wants to know about your personal
vacations.”
2024 SOCIAL MEDIA MARKETING TRENDS 2021 SOCIAL MEDIA MARKETING TRENDS 51

How do you think generative AI is going to Where is influencer marketing headed in

shape social media marketing in 2024? 2024?
I don’t think generative AI will be a major revolution for brand marketing. At This probably won’t be a surprise to anyone, but this is a clear example
best, it will be a tool to speed up tedious editing processes, but everything of where less is more. Macro influencers with large, highly transversal
that can be done through AI can also be done with human skills. communities will become obsolete in the future of social media. Why?
Because their audiences have few common passion points, strategically,
That being said, this automation will make a difference at the individual they will be reaching many people, but they will not be able to connect
professional level, where those who know how to use the tools will have with anyone on a deep level.
more time to focus on strategic planning instead of wasting time on
routine tasks. This will improve the quality and effectiveness of overall I doubt that they will disappear completely, due to a matter of idiosyn-
planning. crasy, brands that often think that bigger is better, however, will be “rele-
gated” to major launches, where the goal is not to build communities for
On the other hand, I believe that this technology will generate transforma- the long term but to generate a great communicative explosion.
tions in social media, not for brands, but for ordinary users and content
creators, who will be able to level the playing field through these tools. As for the form that the content of these influencers will take, it will be
Another change that follows from this is that digital communities will have characterized by being closer, every day, and natural. That is, they will dare
more tools than ever to appropriate and play with styles, icons, and refer- to make more honest reviews of products to protect their credibility and
ences from recognized intellectual properties, such as filters that trans- relationship with their community, rather than presenting products as if
form you into Mortal Kombat characters, a personal favorite I must admit. they were the best experience in the world. In this sense, brands should
strive to seek ambassadors who align with their vision on a personal and
For this reason, brands that are not willing to make themselves available to even idealistic level, and not just as a commercial exchange.
their users (in the way they choose), face a difficult landscape as a result
of this transformation.
2024 SOCIAL MEDIA MARKETING TRENDS 2021 SOCIAL MEDIA MARKETING TRENDS 52

What do you see as the most interesting What will be the most interesting
trend for social media in B2B marketing? emerging trend regarding social media
that marketers should know in 2024?
There has always been a stigma that B2B communication tends to be
colder, more formal, serious, and businesslike. However, with the prolifera- I believe that there will be a regression from massification. Some of the
tion and greater understanding of social media, we have realized that the new features on social media point to creating more exclusive channels
essence of all marketing within these environments is and always will be where we can maintain a differentiated treatment for our most loyal users
to generate social connections between people. B2B is no exception. and generate a more intimate and personal connection with them. There-
fore, the interaction that we generate in DMs and mailing lists will become
Corporate branding strategies with a focus on the company’s numbers increasingly important.
will continue to exist, however, now the company’s internal employees
will be much more important at the communication level. This falls within Although we know that the reach of these communications will be smaller,
the phenomenon of humanizing brands, using visible faces that promote strategically it will be very useful to generate relationships of higher quality
identification with communities and social interaction. Especially from the with our community. Ideally, it will be a space where brands can dare to let
youngest who, with energy and motivation, will instinctively seek to build go of some formalities and present themselves with greater simplicity in
industry in different fields. front of their audience.

Understanding that positioning by enhancing the brand’s value proposi- Since the trend on social media is to entertain, brands that do not
tion is essential in all B2B communication, a great way to achieve this on have this flexibility and confidence to laugh at themselves, and whose
social media is by showing work teams in their day-to-day, without filters marketing consists of systematically repeating how good they are, are
or staged scenes, exposing their good practices and work environments doomed to failure. Just think about it, who would you rather sit with at a
reflected in the happy faces of their closest collaborators. social gathering?

It will always be something special and naturally empathetic to be In the same vein, it is important for brands to truly ask themselves which
attracted to human stories, so why not adopt corporate positioning to this channels they should be on. If they cannot adapt their communication to
warmer world? Just make sure they are work or industry related, nobody a more natural and everyday tone, it would be better to step back from
wants to know about your personal vacations. platforms like TikTok, no matter how trendy they are.
2024 SOCIAL MEDIA MARKETING TRENDS 53

JAM SESSION
AGENCY
Oana Oprea, Jam Session Agency (RO)
Head of Digital Jam is an agency with a unique blend of progressive business
Planning and creativity, collaborating to create brands that resonate with
today’s generations and those to come. Jam is the most awarded
local independent agency in recent years, proud to collaborate
with business partners who are passionate, courageous
individuals who continuously challenge traditional communication
models with the aim of creating authentic emotions. In 2023, Jam
Session Agency was ranked 1st European independent agency
in Effie Index. In 2023, Jam also won a Gold and Bronze at Euro
“Generative AI will be the death of repetitive tasks. It might seem like a small thing Effie and got the title of Agency of the Year at the Romanian ADC
compared to the potential and high expectations of AI, but this will be the core change (Art Directors’ Club) gala. The Jam partners’ team achieved the
that will start a new era in social media marketing.”
first gold at Cannes Lions for an independent agency in Romania
(Jazz Communication), another Silver Lion in the following years,
and nine shortlisted entries, along with numerous awards: D&AD,
SABRE, Golden Hammer, Effie, Internetics, Webstock, Romanian
PR Awards.
2024 SOCIAL MEDIA MARKETING TRENDS 2021 SOCIAL MEDIA MARKETING TRENDS 54

How do you think generative AI is going to Where is influencer marketing headed in

shape social media marketing in 2024? 2024?
Generative AI is going to be a huge help for all social media professionals, One of the most important trends of influencer marketing will be
from social media managers to strategists and creatives. And since “Communal success”. In 2024, anyone will have the openness & power to
a smoother and more efficient process brings better work, it will be a be an influencer, no matter the size of the community. What should they
win-win for brands and consumers as well. do in order to make it on FYP? Not to impress with an extravagant lifestyle
or viral trends, but to bring highly relevant and informational content from
The most important thing? Generative AI will be the death of repetitive their area of expertise or interest.
tasks. It might seem like a small thing compared to the potential and high
expectations of AI, but this will be the core change that will start a new era With TikTok continuing to expand, people will become even more knowl-
in social media marketing. edge-hungry and keen to find ways to break the system, uncover dupes,
or discover hidden gems. Everyone will put on the table their best: the
All the time spent scheduling posts, desk social listening, data processing, hacks, the insights, the talent, and contribute to a big community of
responding to inquiries, or extensive graphic design work will be saved “reverse gatekeep”.
through AI optimization, which will free up human resources for more stra-
tegic and creative activities. The access to instant insights and the auto- Gen Z will adopt faster this trend, especially since they are less focused
mation of creative templates (copywriting and design) will give marketers on rewards than other generations and more on knowledge exchange.
the mental space to focus on the most valuable asset humanity can add Only 50% of Gen Z consumers consider rewards for their participation a
to this field: creativity. top benefit of an online brand community, notably 12 percentage points
lower than other generations (62%), highlighting a critical insight into
where Gen Z finds value in online brand communities. (Tint, April 2023).
2024 SOCIAL MEDIA MARKETING TRENDS 2021 SOCIAL MEDIA MARKETING TRENDS 55

What do you see as the most interesting What will be the most interesting
trend for social media in B2B marketing? emerging trend regarding social media
that marketers should know in 2024?
Hyper-personalization will be one of the growing trends of 2024. With
a longer buying cycle and more selective prospects, still readjusting to Trends take a back seat, while original series are back in trend. This will
post-pandemic in-person meetings, B2B companies will continue to be not only impact the way we create branded content, but also the plat-
challenged. forms used, the formats, and the selection of influencers.

When it comes to personal feeds, all of us are scrolling and curating, Time has shown that brands, regardless of category, can adapt to the
waiting for the algorithm to give us exactly what we like and what we most emerging social and contextual trends (remember the Barbie
need. The same expectations apply to the “business feeds”. Professionals madness, huh?) but after this demonstration & oversaturation, the need
seek content targeted to their specific industry, trends, location, or busi- for differentiation rises. Brands must move their focus back to their core,
ness size. the uniqueness of their message, and their authentic tone of voice. People
expect novelty, original content, and fresh formats.
According to Econsultancy, 80% of companies see a lift in sales after
implementing personalization. Here, as well, AI tools can help with a We have already started to notice the transition of some of the innovative
smoother and faster process and provide accurate buyer personas, brands in socials (such as Duolingo or Ryanair) from “doing it for the trend”
analytics, and data-driven insights. to “starting a trend”. Of course, this means leaving a comfort zone and
taking new risks, but the brands that will dare sooner will have a greater
potential to differentiate themselves and gain exposure.
2024 SOCIAL MEDIA MARKETING TRENDS 56

LAUNCH
Amy Bottrill, Launch (UK)
Social Account We’re Launch, one of the UK’s leading independent
Director creative brand comms agencies. Driven by creativity
and exceptional talent, we cover the full range of
through the line disciplines, from digital and content to
experiential and media relations. What sets us apart?
For us, it’s providing our clients with long term, ownable
‘creative territory’, regardless of the channel. It’s a skill
we’ve honed over 20 years, across hundreds of brands
”With TikTok pushing live shopping in the UK and the US (and no doubt many more
markets to come), and creators looking to maximize their earning potential, we’ll see and thousands of campaigns. And we call our process
lines between content and commerce getting blurrier and blurrier.” to get there Territory Define™.
2024 SOCIAL MEDIA MARKETING TRENDS 2021 SOCIAL MEDIA MARKETING TRENDS 57

How do you think generative AI is going to Where is influencer marketing headed in

shape social media marketing in 2024? 2024?
In 2023, we all had fun dabbling in ChatGPT and eerily realistic 2023 flipped influencer marketing upside down - many of us totally left
image-generation tools (just take a look at any pitch deck from the last traditional macro ‘influencers’ behind, and started investing in true creators
6 months). In 2024, we’ll complete the move from playful, curious experi- who are experts in their fields, or perfectly positioned to tap into subcul-
mentation to full integration and adoption. tures. In 2024, these specialists will continue to cultivate their loyal audi-
ences across multiple platforms. The most effective partnerships will put a
We’ll all (hopefully) benefit from superhuman efficiency and productivity, spotlight on individuality - no longer treating influencers like another media
but growing concerns about ethics and safety aren’t going anywhere channel but seeing them for what they are: unique humans. Unless they’re
anytime soon, so this technology will also force brands to redefine AI-generated, that is.
‘authenticity’ online. As AI-generated content becomes ubiquitous, and
sophisticated tools are available and accessible to all, we’ll have no choice Although influencer marketing will feel less transactional than it’s been in
but to push our human creativity even further. the past, the world of influencers and affiliates will also overlap more than
ever before. With TikTok pushing live shopping in the UK and the US (and
And all this to worry about during a year stacked with elections across no doubt many more markets to come), and creators looking to maximize
the globe, where AI will be deployed to spread misinformation and propa- their earning potential, we’ll see lines between content and commerce
ganda across social channels - interfering not just with our feeds, but with getting blurrier and blurrier.
democracy, too. I’d be lying if I said I wasn’t nervous!
2024 SOCIAL MEDIA MARKETING TRENDS 2021 SOCIAL MEDIA MARKETING TRENDS 58

What do you see as the most interesting What will be the most interesting
trend for social media in B2B marketing? emerging trend regarding social media
that marketers should know in 2024?
LinkedIn is king. When the algorithm favors true expertise over personal
updates, business leaders will be expected to step their game up. With We’re going old-school and bringing text-based content back. In 2023,
a continued focus on company practices, purpose, and values, there will we saw a dip in X’s usage following Elon’s rebrand of ‘the bird app’, but
be a real opportunity to drive B2B engagement by putting people front it’s stabilized, showing we still have an appetite for something other than
and center. Beyond thought leadership, this could mean sharing employ- scrollable video. The jury’s still out on Threads, but Meta’s investment
ee-generated content more generally, showing a more human side to B2B suggests they’re banking on words, too.
marketing.
Between this, Gen-Z’s love of a photo dump, and engagement moving out
Putting people first will also mean new levels of personalization - with or of public view (see Instagram’s Broadcast Channels), it feels like lots of us
without the help of AI - and increased attention to inclusivity and accessi- are suffering from entertainment fatigue and craving the ‘social’ part of
bility (think alt text and closed captions). Across both B2C and B2B, being ‘social media’ again. With this in mind, shares will matter much more than
inclusive will be the key to really standing out from the competition. likes or comments, and marketers will have to think carefully about who
their target audience is, and where exactly they live online.

Yes, we’re all on Instagram, but we’re also gamers, newsletter subscribers,
WhatsApp group chatters, inspiration pinners, and meme sharers. The
best social media marketers will be the most adaptable, leaning into online
community and culture.
2024 SOCIAL MEDIA MARKETING TRENDS 59

LEONARDO1452
Gaby Arriaga, Leonardo1452 (MX)
Founder Leonardo1452 is a consulting company specialized in
consumer trends in Latin America and creator of the
tool Near Future Thinking©. As trend hunters we look for
tendencies that point to nascent market dynamics that
have not yet come into companies’ purview – markets in
early stages of development. Leonardo1452 is an expert
at detecting these emerging habits that can approach
with the force of an ocean wave so that you can make
“Companies are set to use AI in a new way: forecasting consumer sentiments and
behaviors. Predictive sentiment analysis is set to gain widespread popularity as an effective business decisions about what to adjust to
effective tool allowing businesses to anticipate public perceptions toward brands or ensure your pre-eminence in years to come.
specific subjects. By recognizing patterns, organizations can enhance their decision-
making abilities, fostering agility and greater insight.”
2024 SOCIAL MEDIA MARKETING TRENDS 2021 SOCIAL MEDIA MARKETING TRENDS 60

How do you think generative AI is going to Where is influencer marketing headed in

shape social media marketing in 2024? 2024?
Businesses are presently utilizing AI for content creation, and this trend is In some regions like Latin America, we’ve observed how local influencers
expected to grow further in 2024. Additionally, companies are set to use anticipate content ideas from creators in other countries, who specialize in
AI in a new way: forecasting consumer sentiments and behaviors. Predic- certain topics, for them to replicate in Spanish. However, in recent months,
tive sentiment analysis is set to gain widespread popularity as an effective we’ve noticed that creators from our countries are gaining more engage-
tool allowing businesses to anticipate public perceptions toward brands ment when they appear more relatable to locals. Content that incorpo-
or specific subjects. By recognizing patterns, organizations can enhance rates national slang, humor understood only by locals, and contextual
their decision-making abilities, fostering agility and greater insight. references from the country’s current situation will likely become more
relevant. Just as Latin rhythms and Spanish songs are heard at interna-
tional music festivals, it wouldn’t be surprising to see local influencers
gaining popularity in other regions.
2024 SOCIAL MEDIA MARKETING TRENDS 2021 SOCIAL MEDIA MARKETING TRENDS 61

What do you see as the most interesting What will be the most interesting
trend for social media in B2B marketing? emerging trend regarding social media
that marketers should know in 2024?
In 2024, we anticipate witnessing a rise in B2B influencers across Latin
America. In recent years, we’ve observed the emergence of industry I’d like to incorporate email marketing into this report. Mailing strategies
experts on social media platforms. Nevertheless, certain professionals continue to be pertinent in B2B communication approaches. Nevertheless,
have either been hesitant or lacked the time to produce content while in order for them to yield results, emphasis should be placed on person-
simultaneously managing their client workload. However, influencers from alization and interaction. Clients no longer wish to be seen as just another
other regions, such as Neil Patel or Lea Turner, could serve as examples to contact in a lengthy list of names, nor do they desire dull, uninteresting
follow in Latin America. emails. To encourage recipients to spend more time engaging with email
content, the integration of interactive elements such as image carousels,
polls, and RSVP options for events will be great tools.
2024 SOCIAL MEDIA MARKETING TRENDS 62

LIWA
Shantesh S Row, Liwa (UAE)
Creative Director LIWA is a specialized Video Marketing Agency that’s not just
a production house but a highly creative agency that ideates,
strategizes and proactively suggests content strategies to
produce engaging content & problem solve communication
challenges for brands. Most importantly help brands deliver
experiences that brings about customer delight.

Our roster includes both local as well as global brands - such as

Emirates NBD, Emirates Airlines, YUM Brands (Pizza Hut), Shell
“Virtual is the new REAL. Metaverse is probably the current verse of the world.” KSA, G42, BCG, DEWA, Huawei, Cannon, Pepsi , Goldman Sachs,
Hudson (US Airport retail) and many many more across various
business verticals.
2024 SOCIAL MEDIA MARKETING TRENDS 2021 SOCIAL MEDIA MARKETING TRENDS 63

How do you think generative AI is going to Where is influencer marketing headed in

shape social media marketing in 2024? 2024?
Generative AI is here to stay. And things on Midjourney, Runway, Dall-e, As mentioned above, Virtual Influencers will rise and continue to rise. But
Stable Diffusion, etc., are only going to get better and more intelligent. there are other considerations to think of as well when it comes to Influ-
Social Media Marketing – particularly one that is served with videos is encer Marketing vis-a-vis Generative AI or otherwise.
going to see a sea change in the way video content is created.
The outlook for Micro and Nano Influencers will continue to intensify in
Firstly, dynamic advertisements will be the norm. Video ads that respond the new year. Niche Influencers who offer more authentic conversations
to real-time changes in trends and behaviors. This real-time dynamism is will offer better brand connections and conversions, especially via video.
sure to increase the relevancy and impact of brand content ads. TikTok collabs are already seeing a surge in this area.

We are already seeing the rise of Virtual Influencers. Expect this to keep Secondly, marketers will look at data-driven decisions more closely. Part-
rising. Lil Miquel – a Virtual Influencer with millions of followers – had nerships with Influencers in the lens of the brands’ essence and marketing
already collaborated with Calvin Klein, Dior, and Prada. So yes, the virtual goals will be crucial.
has become the real.
What’s interesting here will be to predict how Influencer compensa-
Then, there’s the whole new game that is being played in the field of tions will shape up. The trend seems to be to have performance-based
Personalized Video Content and Automated Content. AI is quickly gener- contracts with Influencers that tie in engagement, conversions, and click-
ating tailor-made videos suited to individual audience demographics. through rates as their KPIs.
Agencies, production houses, and creatives are increasingly relying on
AI Voiceovers, AI Editors, AI Music, AI Scripting, etc. This allows creative Of course, the key will be authenticity and transparency. Brands are
teams more thinking time and leeway to create video content. looking at long-term relationships with Influencers and not just a shoot-
and-scoot approach which is project-based. Influencers will also be
Of course, there’s always the possibility with AI refining and learning every pushed to be more transparent about sponsored brand content.
day, for a day to come where Emotionally Intelligent Content will be a
distinct reality. An audience’s emotion is key to delivering good content – Eventually, the Influencer game is about ability vs sustainability. This will be
so AI will help video creators to deep dive more emotionally into insights. moot.
2024 SOCIAL MEDIA MARKETING TRENDS 2021 SOCIAL MEDIA MARKETING TRENDS 64

What do you see as the most interesting What will be the most interesting
trend for social media in B2B marketing? emerging trend regarding social media
that marketers should know in 2024?
There is so much happening on social media, globally, that it’s quite a task
keeping track, let alone being able to predict what will work or won’t work Virtual is the new REAL. Metaverse is probably the current verse of the
in 2024. This is especially true for B2B marketing. world.

Personal Branding will be huge. Content Marketing, ditto. So will Thought Expect branded virtual spaces. Expect virtual events. Expect virtual expe-
Leadership. Webinars and Live Videos will continue to strengthen. Chat- riential occasions. Yes, even contrary to what people might expect you to
bots will remain super important for B2B brands. believe the Metaverse has failed.

But, in my opinion, the single most interesting trend for social media B2B Again, the most interesting emerging trend in Social Media for 2024 will
Marketing in 2024 will be LinkedIn. It has always been the main platform be Virtual Community Building. How shared interests for a community of
for B2B Marketing. And with the subtle shift in LinkedIn moving from being like-minded people will allow for more such virtual spaces to be built and
a jobs and networking platform to a content creation platform, the game nurtured. As they say, interesting times are ahead.
will continue to play out in the new year.

Expect more B2B businesses to intensify their marketing efforts on

LinkedIn. Especially with videos. Videos tend to get the highest engage-
ment rates on LinkedIn. And with the ease of making Videos today thanks
to Apps and AI, this trend will only balloon.
2024 SOCIAL MEDIA MARKETING TRENDS 65

MEDULLA
Medulla (IN)
Rajesh Mehta, Chief
Strategy Officer Medulla is a specialist healthcare advertising agency that
firmly believes that digital and advertising go hand in hand. Any
Dhruv Gaur, Digital advertising agency that cannot create for the social and digital
Planning Lead world has no right to exist. Even in healthcare. Even in a remote
Leonie Mergulhao, Account corner of the world. This reflects in our digital credentials –
Supervisor - Social Media winning Gold Lions at Cannes in the Digital Integrated and Social
& PR Media categories, or being recognised as the #4 Most Effective
Specialist Agency of the Year by WARC or the #4 Most Effective
Independent Agency of the Year at Effies, or being awarded the
Content Marketing Agency of the Year at the Abby Awards.

”Shares are becoming a more important metric than likes, comments, or followers,
indicating genuine interest and content virality.”
2024 SOCIAL MEDIA MARKETING TRENDS 2021 SOCIAL MEDIA MARKETING TRENDS 66

How do you think generative AI is going to Targeted Ad Campaigns: AI will enable more precise targeting of social
media ads. By analyzing vast amounts of data, companies can identify
shape social media marketing in 2024?
and target specific patient segments with relevant ads. This will improve
ad performance, increase engagement, and maximize ROI.
Generative AI: Revolutionizing Healthcare & Pharma Social Media
Marketing in 2024

Personalized Experiences: Generative AI will enable healthcare and Where is influencer marketing headed in
pharma companies to create personalized social media experiences for 2024?
their target audience. By analyzing patient data and social media interac-
tions, companies can tailor content and interactions to individual needs Influencer marketing is heading towards a future focused on authenticity,
and preferences. This could include targeted ads for specific medica- personalization, data-driven decisions, and longer-term partnerships.
tions or treatments, as well as educational content that is relevant to the
patient’s condition. Micro-influencer Marketing: The Rise of Niche Expertise: Healthcare
and pharma companies will increasingly partner with micro-influencers
Enhanced Engagement and Education: AI will lead to the creation of to reach targeted audiences and build trust among patients. Micro-influ-
more engaging and interactive social media content, such as chatbots, encers often possess deeper knowledge and credibility within their niche,
virtual assistants, and interactive quizzes. This interactive content will making their endorsements more impactful and relatable to patients.
improve patient engagement, education, and overall brand awareness.
Chatbots can provide real-time customer support, answer frequently Authenticity and Transparency: Building Trust with Consumers: Trans-
asked questions, and guide patients to relevant resources. Virtual assis- parency and authenticity will become paramount in influencer marketing
tants can offer personalized health advice and recommendations. Interac- for healthcare and pharma brands.
tive quizzes can assess health knowledge, identify potential health risks,
and promote healthy lifestyles. Data-Driven Influencer Selection: Leveraging Analytics for Effective
Campaigns: Data-driven approach will ensure that influencer partnerships
Optimized Content Creation: AI will streamline the content creation. are aligned with specific campaign goals and target audiences, leading to
AI-powered tools can generate high-quality social media content in more effective and measurable results.
various formats, including text, images, videos, and infographics.
2024 SOCIAL MEDIA MARKETING TRENDS 2021 SOCIAL MEDIA MARKETING TRENDS 67

Long-Term Partnerships: Fostering Genuine Relationships with Influ- Video Captures Attention: Video marketing has emerged as a force to
encers: Long-term partnerships will foster deeper collaboration, allowing be reckoned with in the B2B sphere, proving its effectiveness in capturing
companies to leverage influencers’ insights and expertise to create mean- attention, conveying complex information, and building brand connections.
ingful content that resonates with the target audience.
Personalization Drives Growth: By implementing Account Based
Measuring ROI and Impact: Quantifying the Success of Influencer Marketing (ABM) strategies, companies can nurture deeper relationships,
Marketing Efforts: Healthcare and pharma companies will place greater create a more personalized customer experience, and achieve greater
emphasis on measuring the ROI & impact of their influencer marketing conversion rates.
campaigns.
LinkedIn: The B2B Powerhouse: LinkedIn continues to reign supreme
as the go-to platform for B2B social media marketing, providing a unique
What do you see as the most interesting space for professional networking, thought leadership, and lead genera-
tion.
trend for social media in B2B marketing?
While many trend reports focus on B2C, we do see several intriguing
trends emerging within B2B social media marketing that offer unique
opportunities for brands to connect with and engage their target audi- What will be the most interesting
ences. These trends include: emerging trend regarding social media
that marketers should know in 2024?
Content is king, even in B2B: Content remains the cornerstone of B2B
marketing, serving as a powerful tool to educate, engage, and convert
As we step into 2024, the social media landscape is experiencing a
potential customers. In 2024, content marketing will continue to domi-
dynamic shift, driven by a confluence of evolving trends across channels,
nate the B2B landscape, with a focus on creating high-quality, informative
culture, and behavior.
content that resonates with specific industry needs.
2024 SOCIAL MEDIA MARKETING TRENDS 2021 SOCIAL MEDIA MARKETING TRENDS 68

Channel trends Shares taking precedence: Shares are becoming a more important
Text-only posts resurgence: Despite the dominance of visual content, metric than likes, comments, or followers, indicating genuine interest and
text-only posts are making a comeback, particularly on Twitter. Instagram content virality.
is pushing Threads.
TikTok Shop’s impact on authenticity: TikTok Shop’s emphasis on
Social platforms as search engines: Social media platforms are evolving authenticity is influencing social media overall.
into valuable search engines, offering users a personalized and contextu-
alized way to discover information. Behaviour trends
LinkedIn’s focus on professionalism: LinkedIn’s algorithm prioritizes
Longer videos gaining traction: While short-form videos remain popular, knowledge-sharing and insights from subject matter experts, encouraging
longer videos are gaining traction, allowing for more in-depth storytelling authentic professional engagement.
and engagement.
YouTube Shorts gaining prominence: YouTube Shorts is gaining popu-
Generative AI-powered content creation: Generative AI tools are larity, offering a platform for short-form video creation and consumption.
enabling the creation of high-quality, tailored content for social media
platforms. Metaverse’s gradual adoption: While the metaverse is still devel-
oping, it holds potential for future social media interactions. By 2024, the
Rise of virtual influencers: AI-powered virtual influencers could play a metaverse is expected to start transitioning from a buzzword into a reality.
significant role in promoting brands and engaging with consumers in the
metaverse. Evolving purchase behaviors: Virtual commerce will become more prev-
alent, with consumers buying and using virtual products and services.
Culture trends
Shift from feeds to DMs: Engagement is moving from public feeds to
private direct messages (DMs), fostering more personalized interactions.
2024 SOCIAL MEDIA MARKETING TRENDS 69

NOT PERFECT
Aurelija Plioplytė, Not Perfect (LI)
Head of Digital & Not Perfect Companies is an integrated creative, digital,
Social and design agency established in 2000 that’s grown to
be almost 100 people. We’re renowned for creative work
that gets the nations talking. Whether that be in our
home region of the Baltics or in an increasing number of
countries around the world.

”It [user rebellion] is a growing trend of users and business followers raising their voices
loud and clear and giving rough feedback to the brands about their communication,
values, collaborations, etc. Even a sharp ’unfollow’ sends a clear message.”
2024 SOCIAL MEDIA MARKETING TRENDS 2021 SOCIAL MEDIA MARKETING TRENDS 70

How do you think generative AI is going to Where is influencer marketing headed in

shape social media marketing in 2024? 2024?
I believe that Social Media incorporating more generative AI becomes We already feel a massive shift in how brand and influencer synergy trans-
more efficient from a marketing point of view. Regarding the tech- formed into a long-term partnership rather than just a one-time collabo-
nical side, Generative AI can handle many repetitive tasks - scheduling, ration. It feels like a new buzzword is the sustainability of the “messaging,”
comparing data, optimizing data – the volume of work that takes a values, and community that’s already built.
tremendous amount of time for a specialist to fulfill. So, while using gener-
ative AI – marketers would become more efficient with their time. Also, it changed how ambassadors pursue collaborations and raised more
awareness of the synergy between the values of the brand and ambas-
Thinking about the creativity that is the most important key in social sadors’ personal views – more cautious about what and when they are
media marketing – I do believe that AI opened a diverse door to creative saying.
content creation and potential. However, the success of the actual design
depends on how good the person behind the tool is - since it is a logical Generally speaking, the most significant shift is in the mindset. However,
code that is made of math formulas and logic, its virtue is not creative- looking through other angles, I could state a few other topics that are
wrongly briefed or might just be superficial and content might not have a becoming more relevant - TikTok partnerships based on performance
difference at all in between the projects. (when the ambassador works as a live banner to funnel the user straight
to a live shopping experience).

Also, Generative AI takes part – there are some signs of virtual influencers,
aka digital characters created by AI and acting as an influencer online,
gaining more popularity and fascination.
2024 SOCIAL MEDIA MARKETING TRENDS 2021 SOCIAL MEDIA MARKETING TRENDS 71

What do you see as the most exciting What will be the most interesting
trend for social media in B2B marketing? emerging trend regarding social media
that marketers should know in 2024?
Since B2B social media is usually globally understood as just LinkedIn
communication, it is super interesting that there is more of the business I would say - user rebellion! It’s a growing trend of users and business
buzz going on on TikTok- as businesses that orient especially in business followers raising their voices loud and clear and giving rough feedback to
solutions, digital tools, and products target more and more industry on Tik the brands about their communication, values, collaborations, etc. Even a
Tok, as they speak on how to help other businesses grow. sharp “unfollow” sends a clear message. The question is how the brands
will use it - will they incorporate it as a meaningful or playful tool into their
communication strategy or completely ignore it and try to build a wall
against it?
2024 SOCIAL MEDIA MARKETING TRENDS 72

OSAKA LABS
Daiana Khaidargaliyeva, Osaka Labs (UK & USA)
Account Manager Specialising in commerce experiences, we tailor
campaigns that track and enhance every step of the
customer journey.

”UGC is a goldmine for brands – it’s authentic, it resonates with audiences, and it
provides real insights into consumer experiences.”
2024 SOCIAL MEDIA MARKETING TRENDS 2021 SOCIAL MEDIA MARKETING TRENDS 73

How do you think generative AI is going to Where is influencer marketing headed in

shape social media marketing in 2024? 2024?
As we look towards 2024, generative AI is definitely going to shake things As we edge into 2024, influencer marketing is not just growing; it’s
up in all things social. What’s really exciting here is the impact on content evolving in more nuanced ways. With the influencer landscape becoming
production. With AI, we’re talking about creating and tweaking content at increasingly diverse, from micro-influencers to those with massive follow-
a pace and scale we’ve never seen before. This is huge because it means ings, it’s clear that the audience’s choice of influencers is becoming more
we can boost our content creation capabilities using the same resources, selective. It’s not just about the numbers anymore; the focus is shifting
cutting down on both time and costs. towards authenticity and relevance. Brands and marketers need to be
more strategic, partnering with influencers whose content style and audi-
With that in mind, I think it’s really important to strike a balance where AI ence genuinely align with their brand identity.
meets human creativity. We don’t want our content to feel too robotic
or dystopian, we still want our content grounded and genuine. We are What I find particularly interesting is the rise of lifestyle-oriented content.
looking at a collaborative future where AI and human creativity work hand This kind of content subtly incorporates brands and products into
in hand to produce content that’s both cool, efficient, and authentic. everyday life scenarios, like a “day in my life” video. It’s less about overt
product placement and more about integrating products into the narrative
From an agency point of view, this is a game-changer for brainstorming in a way that feels organic and unobtrusive. This approach can be more
and campaign development for clients. With generative AI, we can quickly effective as it doesn’t feel like a hard sell, but rather a natural part of the
visualize ideas and map out content strategies, making the planning influencer’s life, making it more relatable and appealing to the audience.
process more dynamic and client presentations more impactful.
It’s an exciting time, where innovation meets creativity and efficiency. TikTok, without a doubt, remains a powerhouse in the influencer world.
From personal experience, I’ve seen its influence firsthand, and it’s impres-
sive. So, for companies still hesitant about embracing TikTok, now is defi-
nitely the time to dive in.
2024 SOCIAL MEDIA MARKETING TRENDS 2021 SOCIAL MEDIA MARKETING TRENDS 74

What do you see as the most exciting What will be the most interesting
trend for social media in B2B marketing? emerging trend regarding social media
that marketers should know in 2024?
B2B social media marketing is expanding its reach by embracing story-
telling and humanizing brands. It’s not all about the traditional and formal As we head into 2024, the power of User-Generated Content (UGC) in
content that we are used to. It’s becoming more of a relatable narrative social media marketing is becoming undeniable. Take the viral TikTok
with solid data. This approach strikes a balance between engaging story- video of a woman sharing the aftermath of her car catching fire, but what
telling and factual, convincing information. stands out is her Stanley cup, intact and still with ice in it.

Regarding platforms, we’re seeing more B2B brands venture into tradi- Now, the real game-changer here was Stanley’s quick response. The
tional B2C spaces like TikTok and Instagram. This trend, however, is very president of the company stitched the video in less than 24 hours, not
much dependent on the target audience. It’s about being where your only offering to replace her cup but also her car itself. This move wasn’t
audience is and speaking their language. just about fixing a problem; it was about showing they genuinely care. And
guess what? People noticed. The response was overwhelmingly positive,
Lastly, I can see the rising importance of event and in-person marketing, with tons of comments and a noticeable spike in customer interest.
a post-COVID comeback! People are eager for face-to-face interactions,
and B2B marketing is responding by integrating more in-person events. This story exemplifies the direction social media marketing is headed
This could be anything from conferences to networking events. This adds in 2024. It’s not just about creating content; it’s about being responsive
a tangible, human touch to business relationships, enhancing opportuni- and engaging with the content created by consumers. UGC like this is a
ties and fostering stronger connections. goldmine for brands – it’s authentic, it resonates with audiences, and it
provides real insights into consumer experiences. A strategy that not only
enhances brand credibility but also fosters a deeper connection with the
audience.
2024 SOCIAL MEDIA MARKETING TRENDS 75

PIABO
COMMUNICATIONS
Stefanie Söhnchen, PIABO Communications (DE)
Vice President Digital The communications agency PIABO, based in Berlin, is the
leading European full-service partner for the digital economy.
PIABO provides outstanding international visibility for companies
in the fields of e-commerce, travel tech, fintech, food tech, HR
tech, health tech, blockchain/web3, consumer electronics, IoT,
artificial intelligence, AR/VR, Cybersecurity, Deep tech, SaaS/
Cloud and green tech. The range of services offered by its
multidisciplinary consulting teams includes public relations and
social media, as well as brand strategy, content marketing and
”Still very few brands really think in strategic ecosystems. With more data- influencer programs. PIABO is led by founder and CEO Tilo
driven approaches and an increase of intelligent automatizations in place, more Bonow and COO, Daniela Harzer, and, as a strategic partner,
communicators will finally cease the potential an integrated ecosystem between
has been actively supporting its clients in achieving their local
social media and all other alleys of communication can mean. From real hybrid events
to impactful cross-promotion to connecting communities at every touchpoint.” and global growth and development goals since 2006. Its client
portfolio includes GitHub, Google, Lieferando, Omio, Sequoia
Capital, Shopify, and Withings.
2024 SOCIAL MEDIA MARKETING TRENDS 2021 SOCIAL MEDIA MARKETING TRENDS 76

How do you think generative AI is going to Where is influencer marketing headed in

shape social media marketing in 2024? 2024?
Based on our strategic communications experience from 2023, it is likely This area will remain very strong and potentially even increase due to an
that the following three aspects will be the most likely ones to play an ever-rising hunger for inter-human communications. Starting 2023 we
increased role in the next year: have seen three major trends that are likely going to continue.

Automation: I believe that AI will play an increasingly important role in all Micro-Influencers: There is an increasing need for high user engagement
elements of social media marketing that have some form of automation combined with authentic influencers and topic representation. There-
to them and don’t require human-to-human interaction in the form of fore, we have seen the first tentative buds of successful micro influencer
dialogue – things like keyword optimization of texts, structuring, posting, campaigns in 2023. They are often more effective as the community is
optimizing of ad campaigns, AB-testing of audiences, etc. very tuned into the content and willing to follow recommendations with
a higher likelihood. Also, micro-influencers can be more flexible when it
Visuals: I believe we will see a big increase in good AI-generated visuals. comes to content production and the design of the partnership in general.
Well-illustrated content is still the number one performance source –
image-and-text-posts are still among the highest performing formats. Performance-Based Compensation: The question of the ROI of influ-
Therefore, tools and humans will get better as there is a big need here. encers has been on the mind of any strategically thinking communicator
for years. Now we see the first more consequent steps towards this.
More time for relevance: By simply helping with ideation and content Engagement rates, conversions of individual e-commerce codes, app
creation, AI will allow communicators to spend more time on relationships downloads, website traffic – a whole new range of conversion KPIs are
with stakeholders and audiences and invest more into creative processes being tested and implemented.
and quality content that holds high relevance.
Data-driven strategies: Brands will continue to move away from
gut-feeling or fancy campaigns and instead base them on audience data.
This way they can make sure to have the biggest possible impact with the
highest possible relevance.
2024 SOCIAL MEDIA MARKETING TRENDS 2021 SOCIAL MEDIA MARKETING TRENDS 77

What do you see as the most exciting What will be the most interesting
trend for social media in B2B marketing? emerging trend regarding social media
that marketers should know in 2024?
Working in the tech industry means that we already have a wide range of
B2B clients. The trends we see that will likely grow further in 2024 are: The trends in social media comms in general will be more technology
and mindset-driven than content and creative, as the technological shifts
Data-driven strategies: It is harder to reach B2B audiences. They can be at every level demand mastering first to then scale creative processes in
found on fewer platforms and most of the time they are in their profes- their wake.
sional roles and want to be addressed and reached by business contacts.
Relationships and the right type of messaging are key. Therefore, compa- Rise of good AI content: With 2023 being the year of content and
nies have the most success, when they know their audiences and prompting experiments everywhere, the first pros will emerge and distin-
competitors intimately and can build their communications on that. They guish themselves. While average AI content can still easily be spotted due
need data-based strategies for that. to repetitiveness, awkward choices of words, and generalist statements,
the best promoters will create content with the ever-learning AI that
B2B Influencers: Something that has the myth of the almost impossible. cannot be distinguished from human content.
Too few brands try this and do this currently – so there is a huge potential
for best practices and thought leadership in this area. I believe we will see Omnichannel ecosystems: Still very few brands really think in strategic
a rise in this. ecosystems. With more data-driven approaches and an increase of intel-
ligent automatizations in place, more communicators will finally cease the
Multichannel Personal Branding: Going really strong since COVID with potential an integrated ecosystem between social media and all other
a still increasing trend. C-level executives go for professional, strategic alleys of communication can mean. From real hybrid events to impactful
personal branding on LinkedIn in PR and as speakers – more and more cross-promotion to connecting communities at every touchpoint.
often in this combination. This way their employer and they themselves
get relevant reach, build alliances, position their brand, and increase busi- Blockchain and voluntary data-sharing: Data protection and channel
ness. This will definitely continue. Supporting about a dozen C-level execs regulation are ongoing global issues that are being discussed and legis-
in this currently, we can see that it really works. lated, the role of blockchain technology as well as voluntary, transparent
data-sharing models with users in the driver’s seat will likely emerge
shortly.
2024 SOCIAL MEDIA MARKETING TRENDS 78

PNTR GROUP
Elisabeth Winiartati, PNTR Group (ID)
Managing Consultant,
Head of Global Integrated We are the next generation of Smart. Our code?
Communications Professional, Innovative, Technology-Driven and
Lydia Aprina, Account Manager, Research-Based. Chosen by clients for our proven
Integrated Marketing and prowess in tackling complex communication
Communications challenges, we excel locally while addressing global and
Nita Prabowo, Account Manager, regional needs. Our versatile team delivers innovative
Integrated Marketing and and effective communication, marketing, and digital
Communications
services, employing tried-and-tested best practices. We
Okhi, Web Developer
leverage robust connections with media, influencers,
”In 2024, strategic organizations will push back against unjustified expectations to trade associations, NGOs, and government at all levels,
be on every platform. They’ll unlock their top-performing channels based on ROI and ensuring impactful results.
focus their attention on those—and only those. If they’re really confident (and brave),
they might even abandon one or two altogether.”
2024 SOCIAL MEDIA MARKETING TRENDS 2021 SOCIAL MEDIA MARKETING TRENDS 79

How do you think generative AI is going to Where is influencer marketing headed in

shape social media marketing in 2024? 2024?

In 2024, Generative AI is likely to have a significant impact on social media LA: Influencer marketing has already established itself and its prominence
marketing, transforming various aspects of content creation, customer to growing even further. Each year introduces fresh social media plat-
interaction, and data analysis. Here are two key aspects in which Genera- forms, innovative content formats, and new ways for brands to connect
tive AI can shape social media marketing: with their target audience. Highlighting what will be the trend in Influencer
Marketing in 2024:
Text Generator: Generative AI can be employed for various marketing
needs on social media. It can create compelling content descriptions, Integration with Paid Ads: Many brands are increasingly adopting this
product descriptions, ad copies, and even responses to customer advertising strategy, and when combined with influencer content, it has
inquiries. This can save marketing time and enhance content quality by the potential to deliver even more impactful results. However, it’s essen-
tailoring it to specific audiences. Commonly used AI Tools -> ChatGPT, tial to establish clear agreements to ensure harmonious collaboration
Perplexity AI, Writesonic between influencer content assets and paid ads.

Image & Video Generator: AI-based tools can assist in generating image Rise of Micro-Influencers: Growing recognition of micro-influencers
and video assets that can be utilized for marketing campaigns. This by many brands. These influencers, with a more modest but engaged
includes creating logos, product photos, custom graphics, infographics, following, are providing valuable assets in supporting marketing
and short video clips that can be optimized for social media platforms. campaigns. The intimate connection that audiences share with micro-in-
Commonly used AI Tools -> Leonardo AI, RunwayML, OpenAI Labs fluencers often leads to more genuine and relatable content, fostering
trust and credibility.
In summary, the integration of generative artificial intelligence in social
media marketing in 2024 is likely to bring higher levels of automation, Emphasis on Live and Short Videos: The popularity of TikTok already
personalization, and interactivity. Digital marketing practitioners should changed the social media landscape. Short videos and or story content
stay abreast of technological developments and adjust their strategies deliver concise messages in 15-30 seconds, ensuring easy digestion for
accordingly. the audience. Meanwhile, live sessions enable influencers to engage with
their audience for an extended period, fostering better interaction and
engagement.
2024 SOCIAL MEDIA MARKETING TRENDS 2021 SOCIAL MEDIA MARKETING TRENDS 80

Risk of Cancel Culture: In an era where social issues and environmental What do you see as the most exciting
concerns matter greatly, the risk of ‘cancel culture’ poses a challenge
trend for social media in B2B marketing?
for influencers and the brands they endorse. Gen Z, in particular, is vocal
about issues, and influencers or brands perceived as problematic may
LinkedIn stands out as an optimal platform for B2B advertising. Users
face threats of ‘cancel culture’. Both influencers and brands must be
turn to LinkedIn primarily for professional purposes, making it an ideal
diligent in maintaining positive public relations and carefully assess each
space for business-related engagements. As people naturally gravitate
other’s track record and values before collaboration.
towards work-related matters on LinkedIn, their profiles provide rich and
up-to-date information about their jobs and companies. By tapping into
Influencer Generated Content (IGC): Influencers voluntarily create
this valuable data, marketers can skillfully use LinkedIn’s built-in targeting
authentic content to support a brand, and it doesn’t always involve paid
tools to connect precisely with their intended audience. This approach
endorsements. This approach allows influencers to promote brands spon-
ensures that marketers can engage with potential buyers and customers
taneously, resonating more with audiences who appreciate the authen-
in a highly personalized manner, tailoring their outreach with precision and
ticity of content from a ‘regular person’ rather than a paid promoter.
relevance.
Long-Term Relationships with Influencers: Positive relationships often
Highlighting B2B marketing on social media, the use of interactive content
lead to influencers continuing to promote a brand even after the official
is becoming a really interesting trend. Interactive content includes things
collaboration has ended. While product quality remains crucial, sustained
like polls, quizzes, and live sessions, and it helps engage people and
partnerships contribute significantly to forging deeper connections.
allows two-way communication. This is different from the usual one-sided
marketing methods. This trend matches the wish for personalized and
Influencers will be more professional & niche: A highly competitive
immersive experiences on social media platforms.
landscape now will adopt strategies to identify influencers with highly
specific niches in the future. In the face of intense competition, marketers
LinkedIn is like a big professional club online where businesses can meet
are urged to think strategically about how to reach their target market
and talk about work. They use it to show they’re serious, share what they
more effectively. This includes narrowing down product niches to specific
know about their industry, and connect with other businesses.
categories and collaborating with influencers who align with those niches
precisely.
2024 SOCIAL MEDIA MARKETING TRENDS 2021 SOCIAL MEDIA MARKETING TRENDS 81

Facebook is like a town square where lots of different people hang out. What will be the most interesting
Despite being a non-exclusive work-sharing platform, businesses in Indo-
emerging trend regarding social media
nesia still find it useful. They use Facebook to display what they sell or do
and to talk to potential customers. that marketers should know in 2024?
NP: No value, no point: Brands leave some of the social platform giants
YouTube is the go-to place for videos. Businesses in Indonesia use it to
make and share videos about what they do. These can be informative, like
In 2024, strategic organizations will push back against unjustified expecta-
tutorials, or show-off materials of their products. tions to be on every platform. They’ll unlock their top-performing channels
based on ROI and focus their attention on those—and only those. If they’re
Instagram is a bit like a magazine. Businesses use it to share high-quality really confident (and brave), they might even abandon one or two altogether.
pictures and stories about what they’re up to. It’s especially good for Mastering a few key platforms is definitely better than being so-so at many.
businesses that want to show off the look of their products or tell stories
about their services. In 2024, brands who publish entertaining content on social media will
succeed in winning eyeballs, and engagement, and eventually winning
WhatsApp is the most popular chatting app in Indonesia. Businesspeople market share over other brands who insist on a mundane routine of
rely heavily on it for rich communications, just like their customers use it publishing the same old stuff.
for daily interactions. In this platform, a lot of businesses provide customer
service, distribute news, and even perform sales with it. You don’t need to overthink it either. “Entertainment” simply boils down to
providing enjoyment, which according to the Oxford English Dictionary—
could be finding inspiration, getting excited, feeling moved, or learning
These platforms are like different tools in a toolbox. Depending on what
something new.
the business wants to do, they might use one or a few of these tools at
the same time to get the job done. Regrettably, B2B enterprises seldom Be a relatable person-self, not your super-serious-brand-self. After all, social
encounter such a scenario, as marketing and sales seldom connect with media is not a place where you talk to someone. It’s an interactive space
the same audience. Instead, the majority of marketing and sales efforts where value exchange is a two-way street. Surely, this isn’t a strategy you
operate independently in silos, resulting in non-optimal alignment. can pivot to overnight. When you find your old, promotion-heavy strategy
isn’t working as well as it used to, it’s time to get back to the true strength of
social media: building brand awareness, affinity, and long-term relationships
with your audience through engaging, entertaining social content.
2024 SOCIAL MEDIA MARKETING TRENDS 82

RADARR
Kei Obusan, Insights Radarr (SGP)
Director Radarr is an award-winning social & digital data
Daffi Ranandi, Insights analytics and big data platform company that
Manager specializes in social listening, research and digital
monitoring using AI and machine learning technologies.

”AI-generated voice, advances in deepfake technologies, and almost life-like animated

video – all of these are a double-edged sword. You will see a rise in virtual influencers
that are almost life-like, but you will also be facing multiple very believable fake news.”
2024 SOCIAL MEDIA MARKETING TRENDS 2021 SOCIAL MEDIA MARKETING TRENDS 83

How do you think generative AI is going to Where is influencer marketing headed in

shape social media marketing in 2024? 2024?
Successfully using generative AI for social media marketing lies in how As we at Radarr have mentioned in our 2023 Digital Trends webinar,
brands can seamlessly use it to enhance their current processes and not authenticity is a key attribute that audiences have increasingly sought
make it seem that they’re using generative AI. A case in point is the Phil- both from brands and influencers. There will be a continuously increasing
ippine media company GMA Network introducing AI-generated sports- interest in brands engaging niche influencers, focusing their marketing
casters that will serve as courtside reporters in a men’s collegiate basket- efforts to target specific audiences. Looking at the number of followers will
ball tournament. This sparked debate online as many people felt that this be less important in assessing the potential success of an influencer part-
move would take away jobs from talented sportscasters and journalists. nership. Instead, brands will look at metrics like influencer profile’s affinity
Generative AI could be best leveraged in streamlining time-consuming with the brand and how they are seen as experts in the field. Brands will
tasks such as copy ideation, analyzing effective content, and automating be in a more aggressive race to discover up-and-coming influencers
tasks such as content calendar organization, among other things. But of before they gain mainstream popularity, as engaging them early on will
course, still ensuring that human insights and creativity ultimately drive the give them a better opportunity to establish a long-term partnership.
overall direction of a brand’s social media marketing strategy.
2024 SOCIAL MEDIA MARKETING TRENDS 2021 SOCIAL MEDIA MARKETING TRENDS 84

What do you see as the most interesting Instead, B2B suppliers should focus on getting user-generated content
from the official social media accounts of their partners. A more profes-
trend for social media in B2B marketing? sional-oriented social media platform, such as LinkedIn, should be utilized
to showcase the latest contracts, partnerships, awards, and collaborations
Social media is often thought of as irrelevant to B2B marketing, as it is
instead of creating a TikTok challenge.
primarily used for delivering messages to the mass market. This belief is
based on the idea that popularity, as reflected in social media followers or
engagement (likes, comments, and shares), is less important than product
price and quality, which are the main purchase decision factors in the B2B What will be the most interesting
industry. However, this preconception couldn’t be further from the truth.
emerging trend regarding social media
In fact, social media plays a significant role in connecting the end user that marketers should know in 2024?
with potential B2B partners. It provides a window into the final result of any
potential partnership. It is directly correlated to brand association and how We believe we are heading into an era of diluted information. AI-generated
the mass market perceives your brand, as well as your partner’s brand. For voice, advances in deepfake technologies, and almost life-like animated
example, as an aircraft technology supplier, you would not want to partner video – all of these are a double-edged sword. You will see a rise in virtual
with an airline that generates mostly complaints and negative sentiment influencers that are almost life-like, such as Arbie Seo the Metahuman
from the market. When customers complain about the airline, it also – but you will also be facing multiple very believable fake news, such as
impacts the perception of your product quality as a supplier. the Greta Thunberg meme (those who haven’t seen the original speech
before might have fallen for that too).
Unfortunately, most B2B companies fail to recognize this and use social
media as if they are a B2C company. Simply putting their product on Social media is, as the name states, a media for the society. It is a vehicle
their social media timeline and hoping it will be interesting enough for the to deliver the message to the mass market. Expect tightened content
mass market to engage with their post is not a viable strategy. It is rare for regulation and increased cyber security in social media platforms. As we
anyone to comment on a company that supplies bolts for Ford. have stated in our 2023 Digital Trends webinar, social media is not dying
anytime soon. But it will change. It has to.
2024 SOCIAL MEDIA MARKETING TRENDS 85

TALENTED
Gautam Reghunath, Talented (IN)
Co-founder & CEO Talented Agency began 18 months ago as a response to the
creative cynicism and conservative growth mindset plaguing
the agency business. We wanted to re-imagine the agency
experience. Not just in the brands we chose to work with, or
the talent we attracted, but right down to how as an agency we
intend to do business, every day. We’re building an ambitious,
world-class, creative company with a big heart. Our internal
policies - right from No follow-ups, to skin-in-the-game,
corrected credit culture, to flexible hours are signals for the entire
industry on how to bet on creativity & not against it. In our first
year of existence, we emerged with 3 Cannes Lions and placed
”B2B brands are ditching the stiff corporate speak and embracing narratives that in the top 2 alongside Ogilvy at India’s biggest advertising show
resonate on a human level. It’s no longer just about stats and figures; it’s about the - Kyoorius. We’re building the agency of our dreams, one that we
people behind the business and the stories that make the company tick -branded can all rally behind, and make us love this business all over again.
content & sometimes even branded entertainment.”
2024 SOCIAL MEDIA MARKETING TRENDS 2021 SOCIAL MEDIA MARKETING TRENDS 86

How do you think generative AI is going to Where is influencer marketing headed in

shape social media marketing in 2024? 2024?
Social media is already heavily influenced by gen-AI. Today, it’s more than Social media has evolved to naturally reject bad marketing and this
likely that most agency output involves some bits of gen-AI in its process includes badly done ‘influencing’. It’s evident that forcibly done paid influ-
of conception. As consumers, we don’t fully recognize its influence yet - encer posts almost always underperform the same influencer’s regular
outside of the easy-to-spot, creatively exaggerated activations that go posts. In 2024, I’d like to see marketers wise up and empower creators to
viral every other day. But the truth also is that most of these gen-AI trends do more of what they do best natively. Creators who are able to deliver
seem to run out of novelty in about a couple of weeks. Once we move the numbers will gain the confidence to experiment more. And in turn,
past the visual shock value of these creatives in time, and ethical consid- brands will learn to give up a bit of control and abandon brand guidelines
erations aside, I think a rational prediction is for gen-AI to become the key a bit more to succeed. There’s really no other way.
to finally unlocking meaningful personalized content.
2024 SOCIAL MEDIA MARKETING TRENDS 2021 SOCIAL MEDIA MARKETING TRENDS 87

What do you see as the most interesting What will be the most interesting
trend for social media in B2B marketing? emerging trend regarding social media
that marketers should know in 2024?
The most noticeable trend in B2B social media marketing right now is
the rise of authentic storytelling. B2B brands are ditching the stiff corpo- You know how it goes – by the time you catch wind of a trend, it’s prob-
rate speak and embracing narratives that resonate on a human level. It’s ably already on its way out. For marketers in 2024, the game plan involves
no longer just about stats and figures; it’s about the people behind the treading social waters with incomplete intel, and course-correcting as
business and the stories that make the company tick -branded content we go. Old-school marketers might see this as a big red flag. But a social
& sometimes even branded entertainment. B2B marketing also typically first marketer knows that real growth and potential virality only happen
tends to be given a lot more time and patience than B2C, so that makes in between those decisions. These marketers will be out there making
this trend potentially very effective. moves, staying ahead of the curve, while the rest are stuck on slide 43 of
the strategy deck.
2024 SOCIAL MEDIA MARKETING TRENDS 88

THINKHOUSE
Donagh Humphreys, THINKHOUSE (IRE)
Head of Social and With headquarters in Dublin and offices in London,
Digital Innovation TWith headquarters in Dublin and offices in London,
THINKHOUSE is one of the world’s leading independent
agencies. Powered by youth culture, our digital-first,
future-fit marketing is for progressive brands that care
about people and planet.THINKHOUSE is a BCorp
certified company! Reaffirming our goal to put the
planet and purpose at the heart of everything we do.

”2024 may be the year when the big players head them [influencers] off at the past
and bring them in as partners rather than just treating creators like a media buy.”
2024 SOCIAL MEDIA MARKETING TRENDS 2021 SOCIAL MEDIA MARKETING TRENDS 89

How do you think generative AI is going to Where is influencer marketing headed in

shape social media marketing in 2024? 2024?
There is a lot of noise around AI. Who is creating what and with which AI The Creator Economy is what fuels the engine of social media. And we
tool? Ultimately the real effectiveness of Generative AI is getting creative don’t predict this slowing down anytime soon. Both TikTok and META are
made quickly, in a way that is cost-effective and to a quality that is equal increasingly modifying their platforms to the needs of creators, recog-
to, if not better than, traditionally created content. (Not to mention being nizing their importance. As creators begin to successfully market their
copyright compliant!) Until this starts to happen, the noise around AI will brands to become real global players (think PRIME), 2024 may be the year
be just that. when the big players head them off at the past and bring them in as part-
ners rather than just treating creators like a media buy.
2024 SOCIAL MEDIA MARKETING TRENDS 2021 SOCIAL MEDIA MARKETING TRENDS 90

What do you see as the most interesting What will be the most interesting
trend for social media in B2B marketing? emerging trend regarding social media
that marketers should know in 2024?
Data-Driven Marketing has probably been part of every new year predic-
tion for the last ten years. However, with increased utilization of AI tools, With ongoing global conflict and the spread of misinformation and disin-
especially around Machine Learning and Process Automation, 2024 might formation via social media, not to mention an impending US general elec-
just be the year when Data-Driven Marketing actually makes its biggest tion, social media companies are going to come under increased scrutiny
impact in B2B. in 2024. This will be around moderation and control of misinformation in
the public realm but it will likely have a massive knock-on effect for adver-
tisers.
2024 SOCIAL MEDIA MARKETING TRENDS 91

ZULU ALPHA KILO

Sarah Yim, Strategy Zulu Alpha Kilo (CA)
Director Zulu Alpha Kilo is a creative company that has built
a reputation as an industry outlier and is one of the
most respected independent agencies in the world.
Staff across its New York, Toronto and Vancouver
offices are called “Zuligans” and the agency’s unique
culture is passionate, entrepreneurial and fearless in its
pursuit of ground-breaking ideas. Z.A.K. has won top
honours from Ad Age as Small Agency of the year and
international Agency of the year on three occasions.
”Consumers aren’t us. They’re going from their friend’s profile on Instagram, to The shop has also been named to Cannes’ Top 10
watching a TikTok video by their favorite creator, and they might even be diving deep Independent Agencies and has ranked 13th globally on
into a Reddit thread while at it. The average consumer is likely not as knowledgeable or WARC Effectiveness 100 Report.
discerning about AI as we are.”
2024 SOCIAL MEDIA MARKETING TRENDS 2021 SOCIAL MEDIA MARKETING TRENDS 92

How do you think generative AI is going to and billboards. And while many of these were created using CGI, we can
see parallels to generative AI’s impact on consumer expectations. Both
shape social media marketing in 2024?
mediums are forcing people to see beyond traditional creative boundaries
by showing them visions of what might not exist; Expanding ideas of crea-
Brands will need to stretch the possibilities of how they show up if they
tivity through surprising and surreal visions that blend reality with imagina-
want to break through and capture attention in 2024. With social media
tive possibilities.
becoming a more imaginative and precarious space due to the rapid pace
of AI improvement, brands have an opportunity to reassess and evolve
Consumer demand for whimsical storytelling is not going unnoticed by
their social blueprint.
brands. With the average attention span at around 8.25 seconds or less
these days, brands are looking for new ways to stand out. Versace just
Consumers aren’t us. They’re going from their friend’s profile on Insta-
partnered with an AI artist on Instagram to create launch visuals around
gram, to watching a TikTok video by their favorite creator, and they
its new Athena bag, while Nike celebrated Serena Williams for its 50th
might even be diving deep into a Reddit thread while at it. The average
anniversary by using AI to create a match between 1999 Serena, when
consumer is likely not as knowledgeable or discerning about AI as we are.
she won her first Grand Slam title, and the Serena who won the 2017
This is why examining AI through their lens is just as important as under-
Australian Open – 1.7 million viewers watched the grand final via YouTube.
standing its impact on advertising.
Fashion retailer REVOLVE launched an AI powered campaign in 2023
AI is now enabling creators to reinterpret their favorite brands through
called ‘Best Trip’, pioneering the first-ever AI-generated billboard
their own perspective. For example, Instagram user @AI_ClothingDaily
campaign. This campaign was launched with several generative AI visuals
reimagined Nike shoes through surreal AI visions that people actually
– even scaled into never-before-done billboard sizes. Then, the campaign
wanted to purchase. And when the Nike x Tiffany Co. collaboration under-
was extended through the first AI Fashion Week where three winners
whelmed the community, fans took to AI to concept the possibilities of
were selected and REVOLVE brought their AI-generated collections to life
what it could have been instead. This new wave of imagination could be a
for sale on its platform.
driving force in social feeds in 2024.

Fake OOH dominated in 2023: from Jacquemus’ giant Bambino bags

rolling around the streets of Paris, to Maybelline and their perfectly lashed
subway cars, viral branded content took the form of fake posters, stunts,
2024 SOCIAL MEDIA MARKETING TRENDS 2021 SOCIAL MEDIA MARKETING TRENDS 93

Generative AI is changing our expectations on social. Imaginations are This changing landscape means that brands are re-evaluating the objec-
running wild, and brands will need to ask themselves if they’re also willing tives of their ongoing influencer programs. Instead, brands are opting
to stretch themselves. 2024 will bring an interesting tension between for ways to creatively engage communities beyond just reach. Influencer
brand storytelling and imagination forward as brands look to reevaluate partnerships are increasingly being established based on shared interests,
how they show up. Not only will brands have to look at what they create, resulting in longer, more meaningful relationships and content that is more
they also have to look at the how and be willing to loosen the reins of substantive than a typical product mention.
stringent brand guidelines to allow for flexibility instead of further tight-
ening their guidelines. While reach is important, brands will increasingly look at other metrics
as they evaluate their partners. An influencer’s niche, and the interests
of their community will play a growing role in how brands determine who
Where is influencer marketing headed in they choose to partner with. For example, Benefit Cosmetics partnered
with women streamers in Australia to speak to the gaming community
2024?
instead of the usual beauty crowd. Not only did they find ways to crea-
tively build their brand with a new audience, but they also found ways to
As influencer marketing reaches maturity, we can expect to see brands
insert themselves into new platforms like Twitch. With brands increasingly
evolve their relationships in 2024. Engagement models may be rethought
in competition against each other for influencer partnerships, we’ll see
as brands bring more depth to their partnerships, and while influencers
leading brands opt for a more surprising approach to their partnership
were once the endpoint for many campaigns – they will soon be seen as
selection.
the jumping-off point for creativity.

We can also expect to see brands partner with creators who are experts
With influencer content reaching saturation, our feeds across platforms
in a particular type of content creation, like food videos, travel drone
are becoming increasingly dominated with #paid content and affiliate
shots, and even digital art forms. This approach enables them to produce
marketing links. While influencers were once trusted and reliable sources
platform-specific content to support their channels, while leveraging the
of information, consumers are tired of seeing a sea of sponsored content
expertise of influencers gained from their engaged communities.
and are turning elsewhere. In fact, nearly 90% of consumers no longer
trust influencers and are turning to UGC instead.
2024 SOCIAL MEDIA MARKETING TRENDS 2021 SOCIAL MEDIA MARKETING TRENDS 94

Lastly, influencers are going to become a point of exploration for and they’ve tailored the content they create to their specific platform
co-branded partnerships. With influencers looking to diversify their behaviors. The question is, have brands done enough to pivot their B2B
revenue streams, many are creating and building their own brands and marketing?
products which may soon compete with the brands they once worked
with. With influencers becoming less reliant on brand partnerships, we can Like the world of B2C marketing, B2B needs to evolve how they speak
expect to see them becoming more discerning about who they choose to consumers if they want to cultivate growth. B2B marketers will need
to work with and what they produce. Brands might opt to approach to reinvent how they approach their audiences and move away from
influencers through co-branded partnerships instead of resorting to the seeing them through their “work persona”. Instead of addressing them as
“usual” content plays, even borrowing from the cultural clout that many of someone who makes decisions on behalf of a business, brands need to
these new challenger brands have. see these audiences from a wider angle if they want to build their brand
and create rapport.
In these changing times, brands will need to adapt to the new dynamic of
the influencer landscape and reinvent their influencer playbooks. Be it for Similar principles from B2C marketing need to be applied if brands want to
driving reach, creating social-first content, or creative partnerships, this build and nurture these audience relationships. Brands need to consider
new era will see brands collaborate with their partners to create commu- the channels these audiences spend the most time on, how messaging
nity-first content. needs to be delivered in ways that feel familiar to them, and they need to
understand that they are influenced differently. For example, we’ve seen
how Gen Z is using TikTok and Instagram as their primary search plat-
What do you see as the most interesting form to make decisions instead of Google; And still, many brands have
yet to change their traditional approach to outreach through search, email
trend for social media in B2B marketing?
marketing, or trade press.
Those born between 1996 and 2012, now constitute 64% of business
buyers today. And yet, while younger generations are becoming more Platform considerations aren’t the only thing that brands need to acknowl-
prominent in the workplace as decision makers, many marketers have not edge. Making B2B messaging feel “social” is another challenge for brands
yet acknowledged the generational shift in B2B marketing. In the last few to navigate. Brands will need to ensure that language is colloquial and
years, brands have made strides in B2C marketing to cater to this new technical or complicated information is conveyed in easy-to-understand
generation. They’ve carefully considered the channels to best reach them, ways. This will help targeted audiences to consume key information in
ways that feel native to their personal experiences across platforms
2024 SOCIAL MEDIA MARKETING TRENDS 2021 SOCIAL MEDIA MARKETING TRENDS 95

– blurring the lines with the content that they see day to day from the What will be the most interesting
brands they love.
emerging trend regarding social media
Peer to peer connections and the element of community is also important that marketers should know in 2024?
to acknowledge for B2B marketing. Today’s consumers frequently share
their experiences online and are vocal if something doesn’t meet their Marketers need to acknowledge that social no longer sits in a silo, it has
expectations. Brands need to consider how influencers and peer reviews real-world impact. On the flip side, things that happen in the real world are
are a crucial element of B2B marketing and consider how they might often shared and documented digitally to much broader audiences. Narra-
leverage existing networks to support their lead generation of recruitment tives are collapsing between these two worlds, and consumers no longer
strategies. discern between something that has happened IRL or URL.

Meta and TikTok are great examples of brands who are ”socializing” Take the romance between NFL star, Travis Kelce, and Time’s Person of
their B2B communications. They meet consumers on the platforms they the Year, Taylor Swift, as an example. Not only are Kansas City Chiefs fans
spend the most time on, they help to convey their messaging in formats filling out stadiums to cheer on their teams, but Swifties are concurrently
they’re familiar with (like content trends), and they highlight their commu- sharing fan edits on TikTok and contributing to conversations online.
nity members through reviews led by other marketers who can speak to Another impactful cultural moment we saw this year was led by the Barbie
the benefits they’ve seen firsthand. Ultimately, what these two brands movie. People flocked to cinemas dressed in pink to watch the movie, and
are doing is grounding their work in emotive storytelling. To support their soon, people were filming and greeting each other with “Hi Barbie” as they
goals of lead generation and/or conversion, they’re taking a step beyond ran into each other, and we saw worlds collide.
functional appeals to establish their presence on social.
Tube Girl was also a pivotal cultural marker of 2023. Some might view this
As brands acknowledge this shift, we can expect to see a large gap just as a simple video of a girl filming herself in London’s underground, but
between those doing it well, and those who will be challenged to make it represents much more than that. It shows how doing something once
this pivot. Establishing and maintaining a social presence has already thought “cringey” for social clout is becoming increasingly mainstream
been something that many brands have struggled with, be it strategy, and accepted. In this case, filming yourself for social content might have
content, resources, or processes. With many brands still trying to navi-
gate consumer marketing in the platform era, doing the same for B2B will
require marketers to answer difficult questions.
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once been seen as embarrassing, as evident through the @influenc- increasingly digitally and culturally literate, it’s no longer a worry that a
ersinthewild account, but now, everyday people are embracing this shift trend might be too niche for the masses to understand. The playground
and sharing more about themselves online as they blur the lines between for brands is opening up.
these spaces.
When McDonald’s launched their Travis Scott combo, online fandoms
Beyond Tube Girl, we can see this shift manifest through language being started pulling up in drive-throughs blaring “Sicko Mode” to hint at their
adopted from social into the real world, parties (like the Shrek rave) upcoming orders. This eventually became a TikTok trend that everyone
being organized around internet jokes and subcultures, and even virtual from hip hop fans to fast food fans participated in, driving an increase in
aesthetics being brought into the real world. The MSCHF viral big red boot orders of the limited-edition meal. From this example, we can see how
brought the perfectly smooth, oversized, aesthetics of shoes from video crucial social is to the success of campaigns. Whatever a brand does in
games into the real world – and saw people don them on Instagram. social, it cannot exist on its own. Fandoms are critical to helping incen-
tivize action, and brands need to find ways to connect what they’re doing
For brands, it’s more important than ever to understand cultural contexts with social worlds and communities – whether it’s simple amplification
and trends, and not just see behaviors on social as something that exists of a real-world activation or a more complex execution that brings social
in a bubble to be applied only to social. As today’s consumer becomes behaviors to the masses.