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Social Trends to Watch in 2024: AI, Creators and Search Usher in a New Era as Old Behaviors Reemerge

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    Report

  • January 2024
  • Region: Global
  • Emarketer
  • ID: 5979818

The pace of change in social media won’t slow in 2024. The rising number of disruptors - whether it’s AI, creators, social search, or TikTok Shop - will both reshape old trends and create new ones.

What’s old in social media is new again as video grows longer and more evergreen, a new wave of social agencies of record emerges, and Gen Z gravitates even more toward private communication. AI, the creator economy, search, and commerce will give those trends a modern twist, but marketers will also have to grapple with the nearly decade-old challenge of navigating social media during an election year.

Key Report Features:

  • Exportable files for easy reading, analysis and sharing.
  • 6 Charts: Reliable data in simple displays for presentations and quick decision making.

Table of Contents

  • Social media will have a bigger seat at the marketing strategy table
  • Social video will get longer as platforms chase ad revenues
  • Engagement will shift further into direct messaging
  • Search will be the next social commerce battleground
  • Social media’s subscription experiment will continue
  • GenAI and the ‘new era of news’ will turbocharge misinformation
  • Sources
  • Media Gallery

Charts

  • Current and Future Spending on Social Media Marketing Activities According to US CMOs, Feb 2020-2028 (% of marketing budget)
  • Video’s Share of Average Daily Social Network Time Is Huge but Approaching a Plateau (% of social time spent among US adult users, 2019-2025)
  • Over Half of US Gen Zers Use Social Media for Direct Messaging (% of respondents, top 5 activities, July 2023)
  • Where US Adults Start Their Online Product Searches, Gen Z vs. Total, Q1 2023 (% of respondents)
  • Social Media Platform Monetization Approaches Preferred by US Adults, March 2023 (% of respondents)
  • US Adults Who Regularly Get News From Select Social Media Platforms, 2020 & 2023 (% of social media site users)