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)
