Social Media: Trends in 2023 and Predictions for 2024

In the rapidly evolving digital landscape, businesses must race against time to embrace imminent changes in social media.‍

2023 played a crucial role in anticipating some key transformations and laying the groundwork for the upcoming year.

The acceleration of technology, AI, and the unstoppable growth of online interactions has defined a competitive landscape where adaptability is the linchpin of business success. Navigating this context requires not only a profound understanding of emerging trends but also agility in implementing strategies.

As we bid farewell to 2023 with some reflections, we prepare for a 2024 infused with innovations, where the past serves as a guide for the future, and the ability to seize emerging opportunities will define the perspective of growth and online visibility for businesses.

From Telegram and Threads: new social edges?

In 2024, two platforms are emerging as stars in the digital landscape: Telegram and Threads.

Telegram, with over 800 million active users, is becoming an increasingly popular messaging platform, offering a secure and versatile environment and enriching its ecosystem with features that are not too cumbersome but facilitative (the introduction of stories, similar to Instagram and then WhatsApp, is very recent).

Threads, born in July 2023, has already gained over 40 million daily users, seeking to capitalize on the growing interest after Elon Musk's acquisition of Twitter. It has just landed in Europe, after a somewhat hesitant start in the United States and the United Kingdom, where for now, it holds its ground: we will find out very soon if this continues.

Opportunities for businesses: Leveraging Telegram and Threads to connect with the audience, create brand awareness, and actively participate in conversations will become crucial in 2024.

Social Shopping: the future of eCommerce on Social Media

Social Shopping will be a significant driver in 2024, consolidating its position in the eCommerce landscape. Platforms like TikTok are introducing in-stream shopping features, social commerce, and purchases through live streaming. TikTok Shop, introduced this year, is revolutionizing social shopping with a direct approach, allowing users to explore, interact, and make purchases while staying on the platform without leaving.

Impact on businesses: Social Shopping will not only be convenient for buyers but will also become a central strategy for brands wanting to remain competitive in the ever-evolving digital market.

Generative Artificial Intelligence in Social Media

In 2024, the integration between social media and generative artificial intelligence will become increasingly prominent. This synergy promises to catalyze significant growth, enhancing Social Listening, social data analysis, and the creation of highly personalized and engaging content.

Advice for businesses: Harness generative AI to anticipate the needs of the target audience, providing a more refined and relevant user experience.

From 2023 to 2024, online communities will get bigger

Online communities, after consolidating their importance in recent years, are poised to be even more crucial, offering increasingly refined spaces for sharing and connection. In 2024, we will witness a transformation of this concept.

Platforms will no longer be just places of connection but authentic consolidated communities united by common interests. Businesses will need to focus on creating content and interactions that nourish and strengthen these communities rather than targeting a generic audience.

We also saw an increase in b2b marketing on social media: in the current environment, companies in this sector are building strong relationships, creating valuable content, applying precise targeting and continuously analysing their performance to achieve success.

Recommended approach: Build authentic and lasting relationships with a focus on creating content that engages and reinforces communities, in a transparent and innovative manner.

Social Search and User-Generated Content

In 2024, the push towards Social Search will represent a significant shift in online behavior, with Generation Z emerging as the driving force behind this trend. Their preference for conducting searches directly on social media reflects a growing desire for authenticity and immediate connection.

In this context, the value of User-Generated Content (UGC) becomes evident, as users seek shared experiences and real testimonials. Buyer reviews play a key role, influencing purchase decisions and shaping the brand perception.

Recommended strategy: Embrace UGC to build more direct connections and establish a lasting trust relationship with the audience.

From 2023 to 2024: Social Media trends are still a branding factor

2024 promises to be an exciting year for social media, with unique opportunities for businesses that embrace upcoming changes. Whether it's connecting on Telegram and Threads, exploring Social Shopping, leveraging generative AI, building online communities, or embracing Social Search and UGC, businesses will have many avenues to grow and thrive in the ever-evolving digital environment.

Take a look at the upcoming trends and get ready to make your move. Whether it's Telegram, building strategies for TikTok, or Artificial Intelligence, one thing is certain: we can expect many more interesting changes from the social media world.