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10 Social Media Trends You Need To Know in 2024
10 Social Media Trends to Watch in 2024
Here are the 10 social media trends the Later marketing team expects to make waves in 2024.
From the rise of nostalgia core to more conversations about AI content creation, these are the trends to keep on your radar:
#1: Long-form Content Returns
For the past three years, short-form content centered around trending audio has been a key strategy for growing on TikTok and Instagram.
But in 2024, solely hopping on trending audio isn’t a complete strategy for your channel anymore.
In order to stand out, we predict creators and brands will get more creative with longer and more original content.
Whether it’s adding commentary to a pop culture moment or a day-in-the-life vlog, video content is already shifting beyond the typical 15 or 30-second length.
And with YouTube still reigning supreme amongst younger generations, it's only natural to see TikTok and Instagram encourage their users to create longer videos too.
The challenge will lie in incorporating long-form content without completely abandoning trends.
#2: Influencers Use Product Placement
POV: You watch a video of your favorite influencer applying a lip gloss while they talk about everything but the lip gloss.
Jump to the comment section and you’ll likely see comments asking for the lip gloss brand.
And that is the power of product placement.
While it’s not an entirely new concept, it is a subtle way to highlight a product and leave audiences intrigued rather than fatigued when it comes to buying.
Cut to her comment section and you’ll see comments asking about her face mask, which she has linked in her bio.
We predict this type of marketing will be experimented with by brands who have affiliate marketing programs and are looking to join the conversation in a more "organic" way.
Need help sourcing influencers and managing campaigns?
#3: TikTok Enters Its “FaceTime” Era
TikTok content has seen a shift towards more casual, off-the-cuff storytelling.
The appeal? It forms deeper connections.
Why? Audiences want more "FaceTime" with their favorite influencers and brands.
As creator Nicky Reardon explains: "They are craving more companionship over entertainment."
#4: More AI Integrations
While AI hasn't been fully embraced, we predict we'll see more brands jump on the bandwagon — whether it's adopting AI into their software or creating AI-inspired filters and tools.
At Later, we’ve embraced AI by adding new features like Caption Writer, which can generate a social media caption in seconds.
#5: Nostalgia Core
In 2023, it seemed like there was a core for everything: from cottage core to millennial core, it was endless.
But what is a “core”?
According to Mashable, it's as a term used “to describe shared ideas of culture, genres, or aesthetics, and groups them all into one set category.”
And thanks to Gen Z’s resurgence of 90s and Y2K fashion, we predict brands will be jumping on the nostalgia trend in 2024.
Whether it’s creating throwback content or using "vintage" promo to launch a new product — it all makes for effective, relatable marketing.
Expect to see plenty of influencers post nostalgia content, too.
#6: Keyword Search & SEO Take Center Stage
Move over Google — nearly half of Gen Z is using TikTok and Instagram for search instead.
This means that if you want your content to get discovered, optimizing your posts with keywords is more important than ever.
In a broader sense, this change reflects how searching a topic on the internet has changed.
Users are looking for a more exploratory experience with curated takes and personal experiences (think TikTok storytelling and honest reviews on Reddit).
TIP: When building out your 2024 social strategy, make a list of keywords you’d like your brand to rank for and be sure to regularly create social content around them.
#7: More Selectivity With Platforms
It’s easy to feel burnt out from social media as a user, let alone an influencer or social media manager who has to use it more frequently for work.
However, if you’re looking to grow, a consistent posting schedule is a requirement on any social platform — meaning brands have to get more selective with where to dedicate their time.
And with new platforms popping up only to fizzle out (remember Lemon8?), it’s key to focus on what will make the most impact for your brand rather than jumping on something just because it's trendy.
Quality > quantity.
#8: Storytelling Is Less Linear
One trend we’ve seen grow is the concept of telling a story mid-way through instead of at the beginning.
It’s the ultimate hook — whether it’s decoding a trending topic or sharing a sound bite that’s bound to stop viewers in their tracks.
In TikTok’s 2024 Trend Report, they’ve noted how storytelling is becoming more unhinged than ever: “Ends of stories are starting first. Multiple story arcs can happen at once. Communities are making up fictional celebrities and narratives.”
This style of storytelling prompts the audience to dig a little deeper to understand what’s happening.
And what better way to get someone’s attention than to make them feel a little FOMO?
TIP: You can also apply this trend to video captions by mentioning something that happens in the middle of your video. It’ll encourage users to keep watching until they spot your reference.
#9: Gated Content
There’s been a growing shift towards gated content, for a few reasons:
Fatigue of “suggested content” popping up on social feeds
Creators and brands seeking a deeper connection with their most-loyal followers
Creators wanting to “own” their content outside of always-changing social media platforms
Creators looking to monetize with “exclusive content” for their biggest fans
Whether it’s using the Instagram Subscriptions feature or taking to Substack, will this strategy make content and newsletters more exciting?
Only time and open rates will tell.
#10: Instagram Doubles Down on Gen Z
According to Statista, Instagram usage is up for not just Millennials, but Gen Z too.
Combine that with Meta’s latest annual Instagram Trend Talk being centered around Gen Z, and it’s safe to guess that the platform has its eyes set on this demographic.
Higher Instagram usage could also point to positive signs for Instagram Threads.
Meta’s newest platform has yet to establish a userbase as active as on X (aka Twitter), but we’re not counting it out just yet.
While social media is always evolving, staying on top of content (and usage) trends will help you find greater success when trying out new strategies.
And the brands and influencers who aren’t afraid to experiment will always succeed.
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