From AI to new platforms to virtual influencers, 2024 is set to bring big changes to the digital landscape. And if 2024 is anything like 2023, we expect trends and algorithms to continue to evolve at the speed of light. To kick off the New Year, we’re exploring some of the top trends for 2024, and how brands can put their best foot forward in this dynamic and ever-changing environment.
The rise of AI and virtual influencers:
AI and virtual influencers gained prominence in 2023, and that number is expected to increase in 2024. While AI and virtual influencers are often viewed as one and the same, there are a few key differences. An AI influencer is a digital character that is controlled by artificial intelligence, and has been purpose-built to promote certain products, services or brands on behalf of an organization. A virtual influencer, also sometimes known as a V-Tuber, uses an avatar or virtual character but is controlled by a person. A global survey on influencer marketing reported that 60 per cent of brands have used a virtual influencer, and large brands such as Dior, Samsung, Calvin Klein and Prada are working with AI influencers. However, brands need to exert caution when considering AI influencer partnerships, as there are risks associated with content authenticity, as well as bias. Before jumping on this trend, brands should ensure this type of content aligns with their overall approach and goals, be transparent about using an AI influencer and ensure campaigns comply with current legislation.
Renewed focus on top performing channels:
With the rise of new platforms like Threads and as social giants like X and TikTok remain fraught with controversy, brands are re-evaluating their social presence and re-focusing their efforts on the most effective platforms. The average social media user uses approximately seven platforms every month, but it is a significant challenge for brands to create tailored content for each platform and audience. Instead, they are quickly realizing that maintaining a presence on every social platform is no longer an effective or realistic strategy and are choosing to focus only on top-performing platforms. The start of a new year is a great time to undertake a social media audit and determine the ROI of each platform to inform priorities for 2024.
Use of AI in influencer marketing:
The rise of artificial intelligence (AI) has impacted all aspects of digital communications, and influencer marketing is no exception. The same global report on the state of influencer marketing shared that over 60 per cent of brands plan on using AI in their influencer campaigns, primarily for influencer identification. While the potential of AI is great, it’s important for brands to watch for unintended biases of this technology, particularly when it comes to influencer identification and recruitment. As a result, AI should primarily be used as a supportive tool for influencer research.
Video captions will become standard:
In 2024, video captions – instead of sound – will be an effective way to reach consumers. In fact, most Facebook videos (85%) are now viewed without sound. Adding captions helps ensure your video is more accessible and inclusive for a broader audience – such as for people who are hard of hearing or deaf, or those who are interpreting a video in a second language. Videos with captions also tend to receive more views, engagement and longer watch times. The bottom line – if your organization is producing video content in 2024 (and it should be) – don’t forget the captions.
SEO for social media:
The next generation is changing how we look for information online, as Gen Z is increasingly turning to platforms like TikTok and Instagram for search instead of Google. Given this trend, it’s important to consider SEO when building social media content in 2024. Using captions, keywords and descriptive data are all ways to boost visibility of social posts. Additionally, thinking about how your content addresses the audience’s search intent (thinking about the types of queries that relate to your brand’s offerings) should also inform your 2024 social media content strategy.
More integration of AI across social platforms:
Everyone is jumping on the AI bandwagon, and social platforms are no exception. In 2024, expect to see the use of AI in different forms across social media – from more in-feed AI-based recommendations, tools and chatbots to generative AI backgrounds, stickers and editing tools. Platforms will also leverage AI in a more covert way, using back-end improvements to enhance the in-app experience. The platform that’s likely to make the biggest enhancements when it comes to generative AI? You guessed it, TikTok. This social giant is focused on improving its text-to-video tools, allowing users to easily create video clips generated solely through AI and evolving its AI chatbot. The hope is that these AI integrations will help facilitate content creation and make for a more seamless platform experience.
While we expect trends to continue to evolve in 2024, it’s important for organizations to remain informed about the latest trends and evaluate the potential to impact business outcomes. Are you looking to amplify your social media or influencer marketing strategy in 2024? K&P’s digital communications team can take your brand’s digital presence to the next level.