Published On: 25/01/20243.8 min read

The world of social media is evolving at an unprecedented pace, bringing with it a new era of engagement and interaction. In this dynamic landscape, brands need to stay ahead of the curve to effectively connect with their audiences. Here Storm’s Social Media team explores the trends that will shape the narrative in 2024…

Social Media Trends 2024

Sounding off in style

We’re not just scrolling in 2024. Sound is going to play a role in how we’re consuming content and is predicted to be a major driver of engagement. Brands should be thinking about how they can incorporate sonic branding, voiceovers on both static and video posts. Furthermore they should embrace podcast opportunities to capture an audience that’s ready to listen.

Bridging the gap between brands and consumers

The trust gap is widening, and brands need to be the bridge. This will be the year that we see businesses big and small lead on societal issues to let their audience know that they stand for something more than just products and services. This prediction is all about showcasing authenticity, but it needs to be navigated carefully to get the sentiment right.

Community charm

In the realm of community management, 2024 will be the year that brands let their personalities shine. Forging connections with effective community management can take relationships with consumers beyond the screen and turning on the charm factor can go a long way in building a face beyond the logo.

Attention over engagement

Engagement rate has been hailed as the holy grail of success when analysing a post’s performance but with video now king. Diving into the data on attention can provide even more valuable insight. The thrill of a like or positive comment might indicate that an audience is enjoying a brand’s content. But, looking at the exact moment their attention dwindles during a video will pinpoint viewer’s interests to help improve future content. 2024 is the year that we’ll be embracing attention metrics to maximise our output on socials, which leads us into our next prediction…

Unpredictable content

We’ve established that attention is the metric du jour, but gaining and keeping it is a coveted skill social media pros pride themselves in. This is the year that content becomes unpredictable. Think videos that start at the end or longer-form content split into several clips and drip-fed over a week. It’s the unexpected that grabs attention, and for brands looking to breathe some life into their socials, now is the time to start experimenting.

The resurrection of long-form content

News about our ever-shortening attention spans has led to somewhat of a fear of long-form content, but 2024 is predicted to be the year that longer posts, videos and articles make a comeback. The key to mastering this content form is quality, including having a strong narrative. LinkedIn presents the perfect platform to try this out. In fact, with research showing that readers of financial publications trust a CEO who uses social media up to nine times more than one who doesn’t. Thought leadership articles on LinkedIn can go a long way in establishing credibility.

Influencer value exchange

Gifting is being phased out in the era of influencer value exchange. Influencers have come to expect more than material gifts in return for a post. Payment is the bare minimum to offer creators you want to collaborate with. This trend concerns influencer/brand relationships evolving into dynamic partnerships that benefit both parties. Influencers value affiliate links, discount codes, inclusion in brand newsletters, inclusion in wider marketing activities and NPD creation.

Screenagers take centre stage

It’s officially the year of Gen-Alpha, the screenagers, the mini-millennials. The oldest of this generation are just entering their teenage years. The digitally native cohort is the one that marketers need to start attracting. While this age group doesn’t yet have their income and relies on their millennial parents, they are the first generation born entirely in the 21st century. Therefore, technology is a constant in their lives. This is the year that we start to understand the up-and-coming consumers better. So get ready to shift social media strategies to gain the attention of an age group where YouTube and gaming are the preferred content forms.

It’s set to be a year of innovation, authenticity, and unpredictability on social media. Conducting a social strategy with precision will be the aim of the game. Get in touch at hello@stormcom.co.uk to find out how Storm Communications can help!