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1、SOCIAL MEDIA TRENDS 2024 OGILVY SOCIAL.LAB 2024,ALL RIGHTS RESERVED A culture-first reset for brands on social.CONTENTS SOCIAL MEDIA TRENDS 2024/01/FOREWORD/02/SOCIAL 3.0/03/TRENDS/04/WRAP UP01 FOREWORD OGILVY SOCIAL.LAB 2024,ALL RIGHTS RESERVED FOREWORD SOCIAL MEDIA TRENDS 2024 2024 marks the 30th

2、anniversary of Italys Roberto Baggio missing a penalty winner against Brazil in the 1994 World Cup finals.During the events opening ceremony,the American organizers made Diana Ross take a spot kick,which she ominously missed.That moment in time was a well-documented cluster bomb in culture,exploding

3、 across traditional media.Imagine social and memes were available at scale back then.Fast-forward to today.Culture is less top-down.Social has enabled a more bottom-up,bubble-up,decentralized way for culture to emerge.And the energy,velocity and amplification power of social is reshaping our world,e

4、nabling subcultures and shifting power to consumers and communities.This is a new context where there is not one easy-to-understand mainstream popular culture.To win attention and connect in this new environment,brands need to understand nuances and show empathy like never before.Brands must not onl

5、y react to culture but also embrace it,and sometimes lead it.In 2024,social media success hinges on this cultural integration.And what a time to be alive for social platforms to navigate users in a world thats on fire.Half of the planet is looking at crucial elections that will have defining implica

6、tions for democracy,for ongoing climate concerns,for the direction of geo-political conflicts and and for people craving for more individuality.All of this while platforms struggle with attention-scarcity,differentiation needs,AI disruption and advertising under pressure.But hey,its the new normal.B

7、ig social is having sort of a midlife crisis.Just think about Facebook turning 20 this year.For this report weve assessed the most significant developments in social media marketing in 2023 and then looked into the future through a lens of culture,all the while knowing that nothing is certain about

8、2024 except that there will be considerable uncertainty.We identified 10 sub-trends that sit in this bigger shift towards a culture-first social.We tapped the minds of our talent across different departments,offices,and regions.In addition to that,we delved into campaign data and had a(virtual)coffe

9、e with some of our clients marketing and social leads to get a better understanding of whats moving and shaking within their industries and eventually within the bigger picture of social media tomorrow.Enjoy the reading.NOTHING IS CERTAIN402 SOCIAL 3.0 SOCIAL MEDIA TRENDS 2024 What worked for social

10、 medias previous era,no longer applies today.Recent years have brought significant changes to social media dynamics,spanning platform environments,content codes and user behaviour.Several factors are driving these shifts.We call it the evolution from social 2.0 to social 3.0.Social 2.0,defined by Me

11、tas heyday of curated product-centric content,was built for paid distribution and helped advertisers achieve reach at scale.For big brands,this was largely operationalised through rigorous planning months in advance,with siloed teams working on content,community,creator and media directives.In the c

12、urrent state of social 3.0,the pendulum has swung back to content built to entertain and inform,with algorithms once again rewarding organic traction.Its defined by fragmentation of internet culture and community,where anyone and anything has a niche(or several)to call home.Its also a web of complex

13、ity and contradiction:Authentic,lo-fi and real vs.surreal,otherworldly and fantastical mixed realities Polarisation on main vs.deeper,more intimate cosy web connections The transition away from traditional influence vs.the unstoppable rise of creators Big brands who have been slow to adapt to this n

14、ew environment are now starting to feel the pressure from social-first challengers who have built new brands almost purely through digital native propositions.To compete,brands must now deliver a more dynamic,relevant and meaningful value exchange.Tapping into culture as it relates to customers is k

15、ey to getting this right,with audience-centric content.Wasnt 2023s Barbie mania a live-action masterclass in the power of content with culture at its heart?FOREWORD/SOCIAL 3.0 SOCIAL MEDIA TRENDS 2024 3.003 TRENDS SOCIAL MEDIA TRENDS 2024 THE 10 TRENDS AT A GLANCE/01/CULTURE AS A MULTI-LAYER GAME/02

16、/COLLAB CULTURE HEATS UP/03/CREATORS STAY CENTRE STAGE/04/COMMUNITY COMEBACK/05/BEFORE ANYTHING ELSE,ENGAGE/06/VIDEO:THE LONG AND SHORT OF IT/07/AI IS INESCAPABLE /08/TIKTOK TOP RANKING/09/META STILL MATTERS/10/LINKEDIN AND THE RISE OF B2B INFLUENCEFOREWORD/SOCIAL 3.0/TRENDS SOCIAL MEDIA TRENDS 2024

17、 CULTURE AS A MULTI-LAYER GAMEFOREWORD/SOCIAL 3.0/TRENDS01 SOCIAL MEDIA TRENDS 2024 Culture is undoubtedly one of socials trending buzzwords for 2024.But what does it even mean in a landscape so saturated,fragmented and chaotic?One starting point is the online culture and conversation that exists ar

18、ound a brand or product.Theres been a notable resurgence in brands responding to nano moments of traction but some are getting smarter in how they go about it.2023 closed out with some strong examples.IKEA poked fun at luxury fashion by offering up an affordable dupe for Balenciagas Towel Skirt.Mean

19、while The North Face pulled off a real time delivery of a new jacket to a disgruntled customer at the peak of a stormy mountain,after her rain-soaked rant went viral on TikTok.These are brands working at the speed of online culture.But nano moments only scratch the surface of the cultural opportunit

20、y for brands on social.Thanks to richer AI-powered social intelligence,culture happenings can be tracked and mapped as pulses,signals and shifts,enabling brands to activate in culture at nano,micro and macro levels.And so the real opportunity in 2024 is to build relevance in much more sophisticated

21、and enduring ways.Successful brands will be those which get clear on the role they have to play in the culture landscape,and the engagement levers needed to activate accordingly.Being responsive to culture,as well as gradually shaping and creating that culture,requires understanding and monitoring o

22、f whats happening across all corners of the internet,as well as geo-locations.The more bespoke the intelligence model,the more impactful a brands output can be.FOREWORD/SOCIAL 3.0/TRENDS/01/CULTURE AS A MULTI-LAYER GAME Qaiser Bachani,Consumer Experience Lead,Mondelz International“Its one thing to b

23、e tactical and react to calendar moments.But,the real value is to have culture being a part of the brands DNA and ongoing strategy.This way the work will come out more organically and the acceptance of the consumer will be much more open.”SOCIAL MEDIA TRENDS 2024 FOREWORD/SOCIAL 3.0/TRENDS/01/CULTUR

24、E AS A MULTI-LAYER GAME OREO x PFLAG partnership COLLAB CULTURE HEATS UPFOREWORD/SOCIAL 3.0/TRENDS02 Rashi Lakhotia,Senior Manager Brand Creative,Absolut Global“Successful work that resonates in culture,comes from the ability to give creative freedom to artists and culture-makers we partner with.Fre

25、edom of expression is a core value of Absolut,so we equip them with our distinctive brand assets our logos,font,Absolut blue,the bottle silhouette and advertising style and we invite them to create something original and unique.”SOCIAL MEDIA TRENDS 2024 FOREWORD/SOCIAL 3.0/TRENDS/02/COLLAB CULTURE H

26、EATS UP Heinz X Absolut Tomato Vodka Pasta Sauce Mattels cultural watershed moment demonstrated how powerful crossover marketing can be.A plethora of brand partnerships helped take the phenomenon from Barbie the movie,to Barbiecore the movement.The Heinz x Absolut Tomato Vodka Pasta Sauce was anothe

27、r delightfully unlikely mash-up in 2023.While Dove and Nike teamed up for a more purposeful initiative.Brands in 2024 will increasingly seek unusual alliances the more original,counter-intuitive or bizarre,the better for disruptive engagement.Special or limited edition drops centred on creator perso

28、nalities think Tinx x Tobasco Jalapeno dressing or Emma Chamberlain x Warby Parker eyewear collection will also flourish.WARBY PARKER,ALL RIGHTS RESERVED SOCIAL MEDIA TRENDS 2024 FOREWORD/SOCIAL 3.0/TRENDS/02/COLLAB CULTURE HEATS UPCREATORS STAY CENTRE STAGEFOREWORD/SOCIAL 3.0/TRENDS033.5xSpending o

29、n sponsored partnerships rose 3.5x faster in 2023 than social ad spending SOURCE:EMARKETER FOREWORD/SOCIAL 3.0/TRENDS/03/CREATORS STAY CENTRE STAGE SOCIAL MEDIA TRENDS 2024 With the creator economy estimated to hit$480 billion by 2027,a meaningful creator engagement plan is even more fundamental to

30、a future-fit social strategy.For brands and agencies,creators are a more agile and scalable way to play at the forefront of culture,free from unwieldy processes that plague more traditional modes of content delivery.As creator-led content becomes more integrated,we see its impact spreading across ca

31、tegories(including more unlikely suspects like B2B,healthcare and financial services).Creator commerce will be an ongoing area of innovation in 2024,and its ability to move the needle on sales should not be under-estimated.The impact of#BookTok,#HealthTok,#CleanTok and#BeautyTok on their respective

32、industries says it all,with brands in these arenas designing specific products to woo the creator class and their loyal followers.2024 will see creator partnerships continue to evolve,from obvious product placement and staged enthusiasm to more ambitious co-creation between creator and brand,where p

33、roduct is seamlessly integrated.We predict more brands organising better to take full advantage of the creator opportunity.This could look like hybrid creator-creative teams,in-house creator consultancy,or always-on contracting as opposed to ad hoc campaign projects.Given creators proximity to audie

34、nce,companies who assign main character roles to these personas creatively will win big.A stand-out example is Doves multi-silverware winning Turn Your Back on Glamour campaign.Matt Viles,Head of Digital Communications,Roche“Were playing catch-up in this space,especially compared to other categories

35、.But,when you scroll through TikTok and Instagram,you see such good storytelling related to healthcare,resonating with the audiences we cant reach traditionally.This is why were gradually shifting more of our advertising to creators.”SOCIAL MEDIA TRENDS 2024 XProject,Roche FOREWORD/SOCIAL 3.0/TRENDS

36、/03/CREATORS STAY CENTRE STAGEFOREWORD/SOCIAL 3.0/TRENDSCOMMUNITY COMEBACK04“Community management is becoming more important and powerful.We aspire to have a dedicated FTE to support on the community management front,so we can do bigger things with it.Its clear to us how much customers need and appr

37、eciate meaningful interaction.”Basic community management is no longer sufficient,and must evolve into a proactive community engagement strategy.Fake news,polarization,and overstimulation have led Gen Z and Millennials to tire of traditional social.Users increasingly seek safer,quieter spaces like c

38、losed forums such as WhatsApp,private Facebook groups,Reddit,Discord,and Mastodon.Rather than settling for a one-size-fits-all juggernaut app,theyre opting for combinations of platforms to meet specific needs,participating in online communities based on shared passion or fandom,or connecting in nich

39、e platforms.Brands now need a considered community engagement plan,either nurturing their own communities of customers and fans,or strategically connecting with external communities through meaningful value exchange.This demands larger expert teams and more bandwidth for listening,engaging and rewar

40、ding.The outputs here are exciting:real-time customer feedback on specific prompts,brand fans inputting on new product development and testing,and content starring community members.2024 will see more brands exploring innovative new ways to level up the social community experience.One to watch in th

41、is space is TYB,a platform that offers tangible rewards for engagement and empowers brands with owned hard-working community channels.Peter Jongert,Marcom Manager,IKEA FOREWORD/SOCIAL 3.0/TRENDS/04/COMMUNITY COMEBACK Vans,Customs Sessions FOREWORD/SOCIAL 3.0/TRENDSBEFORE ANYTHING ELSE,ENGAGE05FOREWO

42、RD/SOCIAL 3.0/TRENDS/05/BEFORE ANYTHING ELSE,ENGAGE.SOCIAL MEDIA TRENDS 2024 222%YoY increase in media allocation on engagement-first campaigns Pierre Quievreux,Regional Head of Media,Ogilvy“Were seeing a shift in media planning,inspired by an organic renaissance.Gradually we optimise less for reach

43、 and eyeballs,but brands seem to understand and prioritise the value of qualitative engagement such as repeat views,shares and meaningful interactions.”SOURCE:OSL INTERNAL DATA,2023“Previously we were set up for creating nice,clean social videos.But TikTok demands a completely different kind of cont

44、ent now.Trends and conversations change so quickly theres just no time for the traditional process on this platform.We need to adapt to that shift.”This is indicative of a bigger move away from pay-to-play approaches,meaning brands compensating for brand-first,audience-second content through paid me

45、dia,towards audience and interest-first social content thats geared for optimal organic performance.This is fuelling a rise of brand social thats more platform-native,and closer to lo-fi influencer generated content(IGC)or user generated content(UGC)compared to the“TV spot social cut-downs”that domi

46、nated previous years.This trend towards less formal,yet more engaging content calls for a radical reconfiguration of big brand social set-ups to deliver content that is the antithesis of traditional advertising best practice:unscripted,unpolished,unpredictable.Aline Driesen,Integrated Media Manager,

47、IKEA Sour Patch Kids,#GhostsFromYourPast FOREWORD/SOCIAL 3.0/TRENDS/05/BEFORE ANYTHING ELSE,ENGAGE.FOREWORD/SOCIAL 3.0/TRENDSVIDEO:THE LONG&THE SHORT OF IT06FOREWORD/SOCIAL 3.0/TRENDS/06/VIDEO:THE LONG AND SHORT OF IT SOCIAL MEDIA TRENDS 2024 SOURCE:EMARKETER 58.5%of time on social will be spent wat

48、ching video“Im re-evaluating my take on long form video,because of course,we know snackable content works.But,if its adding intentional value and its not just frivolous promotion,you have consumers attention.”TikTok is the new TV,and watching video remains the dominant consumer behaviour compared to

49、 other social media activity.The dominance of TikTok and Instagram Reels,and the uptake of YouTube Shorts speaks to consumers enduring love for punchy short clips.In the year ahead however,we expect a rise in longer video,which offers more potential for ad placements and creative brand content(think

50、 of tutorials).Who can forget Hilton Hotels 10-minute blockbuster TikTok ad of 2023?Or look at how YETI highlights grassroots organizations.Expect your favourite brands to develop a layered social video strategy,with punchy shorts for hard-hitting messages,coupled with longer edutainment style conte

51、nt and explorations into ownable serialized formats,from talk shows to lifestyle.For brands in 2024 the priority will be testing and balancing short and long form video.This is something Mondelz Qaiser Bachani sees across his organisation as well:“what cuts through in a short format,might be a valua

52、ble entry point for long-form content.For our brands-where storytelling really matters-its important to have that extra length across different platforms”.Rashi Lakhotia,Senior Manager Brand Creative,Absolut Global FOREWORD/SOCIAL 3.0/TRENDS/06/VIDEO:THE LONG AND SHORT OF IT SOCIAL MEDIA TRENDS 2024

53、 Bubbaloo,Bubba Talks FOREWORD/SOCIAL 3.0/TRENDSAI IS INESCAPABLE07 Stanislas MagniantEMEA Director,Social Media Listening&Engagement,TCCC SOCIAL MEDIA TRENDS 2024 Create Real Magic,The Coca-Cola Company FOREWORD/SOCIAL 3.0/TRENDS/07/AI IS INESCAPABLE*OpenX is the WPP bespoke team dedicated to The C

54、oca-Cola Company partnership“I find myself as excited by the prospect of this new cycle of innovation as I was when social emerged 10-15 years ago.With Coca-Cola and OpenX*being pioneers in this space,this couldnt be a more exciting time and place to harness GenAI to accelerate our marketing transfo

55、rmation.”(Gen)AI is poised to turbo-charge brand social teams in 2024.A lot has been already said and written about AI,so we dont want to overdo this.The emphasis on machine learning and democratisation of AI will increasingly automate community management functions like social monitoring and custom

56、er service,whilst equipping brand teams with a wealth of data on customer behaviour,sentiment and social listening.This will empower teams to prioritise high potential interactions with a human touch,as well as more strategic and creative initiatives that take brand efforts to the next level.Also-an

57、d this is crucial for platforms suffering from the loss of data signals and cookie cutting-well-trained AI models can support in providing deeper and relevant targeting solutions for personalised content delivery(e.g.Metas Advantage+),conversational search(Googles Bard),as well as optimisation(think

58、 TikToks AI-powered creative assistant feature).On the creative front AI will also evolve rapidly in terms of richer and more tailored output.From conceptual assistance and the evidently limitless possibilities of generative content creation(check Coca-Colas Create Real Magic),to AI megastar persona

59、lities fronting big brand and purpose-led campaigns.Cadburys Grand Prix-winning Shah Rukh Khan My Ad campaign in 2023 was a strong signal of whats to come.FOREWORD/SOCIAL 3.0/TRENDS/07/AI IS INESCAPABLE SOCIAL MEDIA TRENDS 2024 TIKTOK TOP RANKINGFOREWORD/SOCIAL 3.0/TRENDS08Platform usage by the yout

60、h cohort provides a temperature gauge on the state of big socials legacy platforms.Amongst Gen Z users,TikToks rise remains relentless at around 1,6B in Q3 of 2023,and we believe this phenomenon will continue in 2024.Having comfortably surpassed Facebook and Instagram in terms of time spent per sess

61、ion,TikTok is the most important platform for big brands to crack in 2024.Snapchat is the only other major platform showing 2023 growth.X predictably has fallen in the wake of management and platform turmoil.However,despite its absolute numerical success,TikTok needs ongoing refinement to maintain i

62、ts top position.Recently,more ad-supported segments were introduced,supporting TikToks ambitions to become a super app for users looking for more than serendipitous scrolling in the For You feed.For instance,the platform reinforces last years trend of being one of the primary search destinations for

63、 Gen Z.This led to the introduction of the Search Ads Toggle,enabling advertisers to gain more visibility within the platforms discovery engine.In terms of its advertising pilar,TikTok is estimated to grow in 2024 with double digits.Additionally-while other social networks scaled back on this-TikTok

64、 expanded its inventory with shopping ads and social shops,aiming to get more grip on commerce and affiliate marketing.Yet,live shopping no longer seems to be a priority.At least not in the West.SOURCE:GWI FOREWORD/SOCIAL 3.0/TRENDS/08/TIKTOK TOP RANKING SOCIAL MEDIA TRENDS 2024 Platform usage among

65、 Gen Z globally-%that use at least monthly or more 10,00%25,00%40,00%55,00%70,00%2020202120222023RedditSnapchatFacebookInstagramTikTokXDiscordTwitchYouTubeFOREWORD/SOCIAL 3.0/TRENDSMETA STILL MATTERS09More than just the 20th anniversary of its blue app.For Meta,2024 will be a season of further exper

66、imentation in a continued bid to win back lost share of attention.AI will of course play a strong role in this,offering new possibilities for creative content creation and solutions for direct response advertisers.It will also continue to nurture Threads,the micro-blogging X competitor thats now rol

67、led out across major markets worldwide and is further preparing its entry into the decentralised space.Metas legacy ecosystem should not be under-estimated.It remains a leading ad destination worldwide(recording more than 23%YoY growth and 98%of Metas revenue comes from ads).Also,we see a shift that

68、 the Meta ecosystem is particularly strong in emerging markets.Also deeper collaborations with retail media aggregators such as Amazon and further refining of its targeting traits,will allow Meta to keep reaching at scale while ensuring contextualisation as well.For big brands,Instagram particularly

69、 will stay as a key tool in the social arsenal-a hotspot for discovery,video consumption and peer-to-peer interactions through DMs and voice features.Future-focused marketers will be watching Zuckerbergs progress in the space of ambient computing.The 2023 launch of the Ray-Ban Meta smart glasses col

70、lection is a signal of a bigger long term shift happening in social and connected culture away from passive content consumption in closed ecosystems,towards content and tools that augment everyday experiences.SOURCE:WARC-7,5%0%7,5%15%22,5%30%AmazonMetaSpotifyMicrosoft Alphabet Snapchat5%9,4%10%16%23

71、,5%26%-4%3,3%8,2%12%11,9%22%Q2Q3Global advertising revenue,Q3 2023-%YoY ad revenue growthFOREWORD/SOCIAL 3.0/TRENDS/09/META STILL MATTERS SOCIAL MEDIA TRENDS 2024 FOREWORD/SOCIAL 3.0/TRENDSLINKEDIN AND THE RISE OF B2B INFLUENCE102024 will see brands become more intentional and creative in how they u

72、se LinkedIn,from upskilling staff to become vocal online brand ambassadors,to tapping into the rise of B2B influencers.For B2B brands,LinkedIn has become an invaluable touchpoint for professionals and businesses to showcase some of their best assets-company culture and staff expertise.75%of B2B busi

73、nesses already leverage B2B influencers like CEOs,academics and doctors.Strategic employee engagement initiatives are next up,with more brands looking to incentivise staff into sharing insider knowledge through active digital networking.We predict 2024 will see a long-due refresh of the content cult

74、ure of LinkedIn,following its“cringe era”that was more clickbait than conversational.With the future of X still murky,LinkedIn stands poised to benefit from an influx of quality opinion leaders looking for a new public town hall for their thoughts.The professional social network offers a strong alte

75、rnative,with more than 950 million users.B2B influence growth is not limited to LinkedIn.TikTok with its depth of engaging audiences too is home to a burgeoning group of professionals across several industries who are finding new audiences for their expertise through snappy short-form video.LinkedIn

76、YouTubeFacebookInstagramX/TwitterTikTokAmazonSnapchat0%20%40%60%80%4%9%16%39%52%57%63%80%LinkedIn is the social platform most commonly used by B2B marketers and their clients worldwide SOURCE:EMARKETER FOREWORD/SOCIAL 3.0/TRENDS/10/LINKEDIN AND THE RISE OF B2B INFLUENCE SOCIAL MEDIA TRENDS 2024 04 W

77、RAP UP SOCIAL MEDIA TRENDS 2024“To succeed in the age of social 3.0,brands need to become culture-first players.This necessitates the development of increasingly dynamic social strategies that allow brands to respond to trends and shifts at the speed of culture.”SOCIAL MEDIA TRENDS 2024 FOREWORD/SOC

78、IAL 3.0/TRENDS/WRAP UP Awie Erasmus,Chief Strategy Officer,Ogilvy A primer to succeed at this:Activating intelligence to become responsive to culture and conversation.Prioritising quality engagement over more traditional media metrics.Adopting a collaborative mindset to deliver standout and engaging

79、 brand experiences.Unlocking the full power of creators,both for content development and extended reach through influence.Meaningfully engaging communities,both from within the brand and from the outside.Developing fit-for-audience and fit-for-platform content.Putting the audience first and the bran

80、d second.Navigating the new social media landscape might feel a bit daunting and like unchartered territory,but it is also truly an exciting time for brands with new opportunities to reach audiences in innovative,interesting and meaningful ways.Just keep culture at the heart of your narrative and ev

81、entually you might just make it your own.IN CONCLUSIONhttps:/ https:/ogilvy-sociallab- https:/ogilvy-sociallab.be/red_papers/affinity-scale-making-an-impact-in-a-personalized-context/https:/ 3.0/TRENDS/WRAP UP SOCIAL MEDIA TRENDS 2024 REFERENCES Disclaimer References are listed per trend,although th

82、ere is some overlap between the different chapters.Aside from online sources,we delved into proprietary insights,conducted internal brainstorming sessions,and scanned trade publications.Please note that some statistics or numbers may vary over time.Additionally,certain platform features,formats or e

83、ven networks might be discontinued or rebranded.If there are any questions about the content of this report that cannot be traced back in the references,please get in touch.Images Produced with image generators,sourced from published case studies,acquired from stock image banks,and licensed from pro

84、prietary campaign content.In case there are questions or concerns about the images used in this report,please get in touch.Edited by Dimitri Cologne,Awie Erasmus and Catherine Sackville-Scott.SOCIAL MEDIA TRENDS 2024 OGILVY SOCIAL.LAB 2024,ALL RIGHTS RESERVED Get in touch for more info or new business inquiries.