We have absorbed Hootsuite's Social Trends 2024 Report and below encapsulate several key trends that are expected to shape the social media landscape in the coming year.

These trends include the increasing use of generative AI, a renewed focus on platform performance, and the growing importance of return on investment (ROI) in social media marketing.

Generative AI: Redefining Authenticity

Generative AI, which broke into the mainstream in 2022, is expected to play a significant role in 2024. Social marketers are increasingly turning to AI to streamline their processes and reduce staff workload. The use of AI for activities such as revising text, editing images, and providing customer service is expected to increase significantly in the coming year. However, while AI offers efficiency, there are concerns about audience trust. According to the Hootsuite Social Trends 2024 Consumer Survey, 62% of consumers are less likely to engage with and trust content if they know it was created by an AI application.

Platform Performance: Prioritising ROI

Organisations are expected to prioritise their top-performing social media platforms and strategies in 2024. The focus will be on maximising ROI by investing in platforms that deliver results. This shift is driven by the recognition that there is no value in maintaining a presence on platforms that do not contribute to the bottom line. Social media users are increasingly active across multiple platforms, and organisations are responding by concentrating their efforts on platforms that yield the best results.

Return on Investment: A Central Focus

In 2024, ROI will take centre stage in social media marketing. Smart organisations are expected to close in on their top-performing tactics, from identifying hero platforms to enhancing their content mix and team capabilities with AI. The emphasis will be on precision and efficiency, with a reduced tolerance for efforts that do not yield results.

In conclusion, the social media landscape is set to undergo significant changes in 2024, with a focus on leveraging AI, prioritising platform performance, and maximising ROI. These trends are based on extensive research and are expected to have a profound impact on social media marketing strategies in the coming year.

Coming next in our series of blogs dedicated to the business end of social media is: ‘The Social Media Landscape of 2024: Instagram, TikTok and Facebook Trends’.

Source: The Hootsuite Social Trends 2024 Report is based on a commercial survey of 4,281 marketers and a consumer survey of 4,508 consumers, as well as primary interviews with social marketing practitioners, leaders, observers, and partners. The report also includes a news analysis of 15,557 articles from major social media reporting organisations and a content analysis of 1 million anonymised social posts from accounts connected to Hootsuite.