From the rise of ChatGPT and the renaming of Twitter to X to the launch of Threads and the dying down of the buzz surrounding the Metaverse, 2023 brought big changes to the digital landscape, and 2024 is poised to do the same.
Here are the top digital marketing trends that top brands and influencers will be watching and using in 2024:
Rise of Social Media Search Engine Optimization
Marketers have long been optimizing their websites and content to rank higher on search engines like Google and Bing. But increasingly, the most forward-thinking marketers are optimizing social media content with the same precision. Last year, Google reported that about 40% of Gen Z use TikTok and Instagram to search instead of Google. That’s why it’s more important than ever for digital marketers to consider nuances like keywords and metadata in social media posts.
This also means that captions that include keywords and descriptive data can help improve the discoverability of a brand’s posts. So, while short forms have historically determined engagement on social networks, more keywords and content are likely to help boost post rankings.
X monetization development continues
In October 2022, Elon Musk completed the acquisition of what was then Twitter with the request that it be a platform for free speech. Since then, Musk has ignited an avalanche of changes to the web. First, in January it banned third-party apps on Twitter and put the platform’s API behind an expensive paywall. In April, it announced that consumers would pay for the authenticity marks. Like other social platforms, a blue check used to signify influencer status, but Musk removed that legacy verification program and instead switched to a paid program where a blue check represents a paid subscription.
The most notable update came in July 2023, when Musk renamed Twitter X in an effort to make Twitter an “everything” platform where users can meet more of their consumer needs (banking, retail, etc.). In October, it announced a $1 annual fee for users who post on the social network in the Philippines and New Zealand. Non-payers can only access read-only features.
A year after Twitter was acquired by Elon Musk, ad revenue is down 55% year over year . While the changes are in place, X will likely continue to evolve and introduce new forms of monetization. Of course, the value of a platform lies in its usage, and with X’s global traffic falling by 14% per year, 2024 could prove crucial for the platform to prove its relevance in the market.
Wider distribution of Threads
In July, Meta launched Threads , a text app created by Instagram where users can browse and follow public conversations. As of November, Threads had 141 million users , a number that is sure to continue to grow after Threads launched in Europe. The platform is still relatively young in the digital space, but as it becomes available to more geographies and users, it could surpass X and usurp its former value as a public text network.
Increased marketing on YouTube and greater distribution of YouTube Shorts
TikTok and ChatGPT may be more relevant to marketers, but in many ways YouTube is actually more impactful. This is because it is not only a social media video platform, but also the second largest search engine in the world. And if the typical behavior of young users dictates what’s next in digital technology, YouTube will retain its top spot. Pew Research reports that 95% of teens between the ages of 13 and 17 use YouTube – more than any other social media platform. In comparison, 66% use TikTok and 62% use Instagram.
Not only is YouTube heavily used, but the amount of time spent on the platform is staggering – according to Pew Research, 19% of teenagers say they are on YouTube “almost constantly”.
YouTube Shorts is a trend to watch. Earlier this year, Google reported that YouTube Shorts generated more than 50 billion views daily. That’s still a fraction of Meta’s Reels, which are viewed 200 billion times a day, but it’s strong growth. Given the regulatory concerns surrounding TikTok, many marketers will continue to turn to YouTube Shorts and Meta Reels for their short video content.
The fusion of the Metaverse and artificial intelligence
Two years ago, Facebook changed its name to Meta, indicating its focus on the Metaverse, which Meta describes as «the next evolution in social connectivity and the successor to the mobile internet.»
This intentionally broad definition allows Meta and tech companies to construct the metaverse as a mix of digital trends: augmented reality, virtual reality, gaming, and more. So if the Metaverse is increasingly positioned as a mix of digital and physical worlds, the most closely related technology will be artificial intelligence.
The Metaverse is still relevant in its own right, but in many ways AI will be more hyped in 2024, even for Meta. At Meta Connect in September, Zuckerberg announced the beta release of Meta AI , a chatbot developed for WhatsApp, Messenger and Instagram. In addition to Meta AI, Meta launched 28 more AIs in beta. Beyond traditional chatbots, these AIs include creative tools and characters based on cultural icons and built with personalized personalities, interests and opinions.
Meta may be the most common chatbot platform, but perhaps the most talked about AI product in 2023 is ChatGPT, OpenAI’s chatbot. ChatGPT launched in late 2022, and while the role of ChatGPT in marketing strategies has yet to be determined, content creation was the first popular use case. In fact, ChatGPT has reportedly sparked a surge in AI-written e-books, with some authors using the tool to go from idea to book publication in just a few hours.
ChatGPT is also finding more and more widespread use among ordinary users. In February, ChatGPT set a record for the fastest-growing consumer app in history, and in November, OpenAI CEO Sam Altman announced that ChatGPT had over 100 million weekly active users. With the ever-increasing use of ChatGPT, chatbots are likely to continue to dominate digital discourse in 2024.
While initial growth looks promising, the success of the Metaverse, chatbots, and emerging AIs, as with all digital trends, depends on continued consumer acceptance, brand monetization, and of course, government regulation.
Moving on to nano-influencers
Influencers will continue to dominate digital trends in 2024. However, the conditions for defining an «influencer» are beginning to change.
Studies show that nano-influencers – accounts with 1,000-10,000 followers on a given social media platform – generate more than twice the engagement of macro-influencers. That’s why more and more brands, especially in the beauty, fashion and wellness fields, are using nano-influencers. An added benefit? They usually offer brands much lower prices.
Of course, depending on the campaign, macro influencers are still the holy grail as they provide greater reach and brand recognition. Still, for companies looking to drive engagement with a more targeted audience in 2024, nano-influencers could be the key.
From AI and X to YouTube shorts and nano-influencers, there’s no shortage of trends to watch in 2024 – and yet new platforms, products and opportunities will continue to emerge that advertisers need to monitor, test and measure . As with any digital strategy, in 2024 the best brands will surprise and delight target audiences as where, how and when they are reached continues to evolve.
