Hard to believe, but it’s been almost four years since we were all confined to our homes, casting suspicious glances at the outside world through our windows while juggling the roles of IT manager and teacher for our kids during the workday.
Strange as it may sound, 2023 is down, and 2024 is here. In addition to new year thoughts, it’s time to chart our course for the upcoming year and anticipate how the next 12 months will reshape our digital marketing strategies, driven by the latest innovations and updates.
Looking to stay ahead of the curve and impress your friends and colleagues with insights into the next significant shifts?
Look no further. Each year, we unveil our predictions for the year ahead, and historically, they’ve been spot-on about 80% of the time.
Don’t take my word for it—check out our accurate predictions for 2021, 2022, and 2023.
So, what major changes can digital marketers expect in the coming year?
Take a deep dive into the developments, platform by platform, starting with Facebook—the reigning champion as the most widely used social media platform globally.
Facebook, Meta Predictions
Get ready for a surge in AI and video content on Facebook. The social media giant is doubling down on integrating more AI tools and recommendations, particularly through the incorporation of Reels clips into user feeds. This move has successfully revitalized engagement on the platform, despite a decline in original updates. Following the trend set by TikTok, Facebook is broadening content recommendations, making user feeds more diverse.
Reels are set to continue dominating user feeds, emphasizing the need for marketers to focus on creating entertaining and engaging content to reach a broader audience. Notably, the reach of link posts is dwindling as Facebook shifts away from news content toward more entertainment-oriented material. This shift underscores the importance of individual post engagement over direct Page and profile following.
Mark Zuckerberg is betting big on generative AI, with initial projects like generative AI backgrounds and stickers already in play. Expect more AI-based experiences, including post prompts, AI-generated quizzes, and video creation tools, to become integral parts of the Facebook experience.
On the other hand, Meta’s foray into celebrity-influenced AI chatbots might not be as successful. While the novelty of interacting with a chatbot modeled after a celebrity wears off quickly, utility becomes the key factor. It’s likely that Meta will reassess and prioritize AI processes that offer more practical value rather than celebrity gimmicks.
Meta is actively promoting 3D avatars as a gateway to the metaverse, aligning with the growing trend of younger users engaging with digital characters in gaming worlds. Expect more avatar options within Facebook, including animated post options and new sticker types, as Meta explores integrating users into avatar/VR interactions.
The next big move involves augmented reality (AR) glasses passthrough technology. While commercially available AR glasses may still be a few years away, Meta is set to showcase the capabilities of its next-level AR glasses through early testing and real-world demonstrations. This push could make the metaverse strategy feel tangible, gaining momentum during the 2024 holiday shopping season.
Messaging is taking center stage as the new social media, with private messaging groups becoming more popular for sharing updates. Meta plans to capitalize on this shift by introducing new ad options aligned with messaging. Business messaging tools will also see further development, enhancing opportunities for brands to connect with customers directly via messaging apps, potentially including Meta’s upcoming custom AI chatbot features.
Read Also: 101 Facebook Marketing Ideas for small businesses in 2024
Instagram Updates
Instagram is following in Facebook’s footsteps, ramping up engagement with increased AI recommendations in its main feed. Although not everyone is thrilled about it, this move has significantly boosted the time users spend on the app. Brace yourself for more AI-driven highlights and new generative AI creation tools, expanding the visual focus of the platform.
Instagram is already experimenting with various AI stickers, image editing tools, message summaries, and AI suggestions for DM replies. Anticipate the rollout of collaborative AI images, allowing friends to contribute to digital collages, and in-stream visual editing tools for updating specific sections of photos with generated elements.
Just like Facebook, Instagram is diving deeper into avatars. The platform is testing new forms of avatar stickers, aligning with Meta’s metaverse ambitions. Get ready for generative AI-based avatar animation that produces response stickers based on your text inputs.
Let’s not forget Threads, Instagram’s messaging twitter like app. While it hasn’t taken the spotlight yet, recent developments indicate growing momentum. Threads is gaining traction, and recent events, such as the Israel-Hamas conflict, have shed light on flaws in its moderation and verification approaches. Keep an eye on Threads—it might become a more prominent player in the Instagram landscape.
X (formerly known as “Twitter”): Elon’s plan
Elon Musk’s influence on X (formerly Twitter) is becoming more apparent, as his personal grievances and perspectives shape the platform’s strategic decisions. Musk’s dissatisfaction with the way social platforms collaborated with government officials during events like the COVID pandemic has led to a shift in how X addresses mainstream media bias.
This shift has driven more users to Threads, an alternative gaining traction as Musk’s attacks on mainstream journalists prompt them to prioritize Meta’s platform over X. Threads could emerge as a legitimate competitor for X, especially with upcoming features like DMs and an API.
Elon’s plan for X involves introducing subscriptions, aiming to address issues with bots and boost revenue. However, the rapid push for subscriptions without providing sufficient value may hinder its success. Musk envisions a future where social apps charge for access, but X’s broad user base, comprising various demographics, may resist paying without added value.
The overarching vision for X as an “everything app” revolves around in-app payments for shopping, banking, and funds transfers. While the concept has potential, it faces challenges, including regulatory approvals, licensing, and Musk’s criticisms of institutions. X’s reduced staff and Musk’s comments may impede the progress of this ambitious vision.
X’s approach to verification has also faced setbacks, with the devaluation of the X Premium product due to the removal of blue ticks from previously verified profiles. The Premium offering, which includes features like editing and longer posts, may not appeal to the majority of users who never post on X. It’s anticipated that X will revisit and revamp its verification program to restore its prestige and value.
X’s current strategic choices put it at risk of losing relevance, while Meta’s Threads emerges as a potential competitor. Elon Musk’s influence on X’s direction is evident, but the success of subscriptions, the “everything app” vision, and verification changes remain uncertain.
X’s verification program is in need of a revamp, as the current system is perceived as meaningless and valueless for the majority of users. To increase the adoption of premium subscriptions, X will likely need to introduce changes that provide more tangible benefits to users.
Recognizing its strength in real-time news content, X may shift its focus towards making news more prominent on the platform through dedicated feeds and highlights. Improving the discoverability of trending conversations, live streams, and Spaces could enhance user engagement with breaking news stories.
X might revisit integrating live sports content, a challenge that Twitter struggled to crack in the past. The new X team could explore exclusive video content deals to keep sports fans within the app during live events.
While X’s creator ad revenue share program is innovative, potential issues with transparency and ad revenue share payments could lead to a backlash from creators. As creators seek ways to maximize revenue, X may face challenges in maintaining a fair and equitable system.
A potential bankruptcy warning for X mid-year could be on the horizon, driven by a combination of declining ad revenue, subscription challenges, and Elon Musk’s controversial takes. Threads’ growing popularity and external factors, such as global conflicts, may impact X’s overall performance and financial stability.
Ultimately, X’s future success will depend on its ability to generate revenue quickly and address challenges in its current trajectory. Elon Musk’s commitment to his original vision may shape the app’s fate, with potential consequences for its long-term sustainability.
Pinterest to embrace generative AI in 2024
Pinterest is gearing up for more real-world integrations, following in the footsteps of Snapchat’s ARES project. By collaborating with retail stores, Pinterest aims to merge its platform with in-store experiences, providing users with enhanced product discovery and shopping. This move could also offer retailers cost-effective AR integrations to elevate the overall shopping journey, aligning Pinterest with advanced AR experiences.
Expect Pinterest-branded AR displays to pop up in local shopping malls, creating a symbiotic relationship between the platform and physical retail spaces.
Pinterest’s AR Try On elements will see advancements, building on its existing makeup try-on tools and experiments with home décor products. Leveraging LiDAR processes in newer mobile devices, Pinterest aims to improve accuracy in mapping scenes and spaces, ensuring better scaling and fit. Look out for more precise AR options, including clothing try-on tools that offer a true-to-life fit, positioning Pinterest as a leader in retail-focused AR innovation.
While Pinterest has stayed true to its core mission, the platform is set to embrace generative AI. With a growing trend in searching via conversation prompts, Pinterest is likely to introduce conversational AI search tools to enhance in-app discovery. There might be considerations regarding potential conflicts, given Pinterest CEO Bill Ready’s former role at Google, possibly influencing a preference for integrating Google’s AI tools over other options. However, technical complexities aside, expect Pinterest to roll out generative AI search and a tool enabling users to create AI visualizations for product matches in the coming year.
Pinterest could introduce a virtual wardrobe tool, allowing users to scan in their own clothing items to refine recommendation algorithms based on personal tastes. While Pinterest Lens already incorporates some aspects of this, a dedicated process for scanning favorite items could enhance user engagement and guide behaviors towards improved discovery aligned with individual interests. The challenge lies in making this process simple, enjoyable, or both, providing an opportunity for Pinterest to explore AR-aligned personalization.
To provide more insights into products, Pinterest needs to simplify 3D object creation in-stream. While it has initiated this for 3D home décor Pins, the platform must make the process easier and more accurate within its catalog feed ingestion tools. A robust database of 3D items will enable Pinterest to display them in various ways, utilizing AR try-on and other display methods. With the imminent arrival of AR glasses, Pinterest needs to stay ahead to cater to the next stage of online shopping.
LinkedIn: Shifting AI focus
LinkedIn has taken a significant plunge into generative AI, leveraging its association with OpenAI through parent company Microsoft. While it has already implemented generative AI in various aspects, such as profile summaries, feed post prompts, job descriptions, and collaborative articles, the focus in 2024 may shift towards enhancing the in-app experience and improving content matching and discovery based on users’ network, experience, and engagement.
LinkedIn is also delving deeper into its video content ecosystem, with an increasing number of virtual events and video uploads. Expect improvements in discovering virtual events and video content, potentially through dedicated feeds or a swipeable interface from the main timeline. AI may play a role in highlighting relevant live events and videos to users, similar to Meta’s approach.
Utilizing its vast professional database, LinkedIn is poised to provide improved career pathway mapping. Advanced AI could facilitate the development of career guidance tools, incorporating AI chat prompts within the app to help users match their skills and experience with similar professionals and visualize potential career trajectories.
LinkedIn’s database could also be harnessed to provide additional prompts for candidates to enhance their job prospects within the app. This could involve regular skill improvement suggestions, profile refinements based on tips, and the introduction of incentives like badges to recognize user proactivity in updating skills and participating in relevant discussions.
LinkedIn is set to expand its ID verification efforts, encouraging more users to confirm their government ID and verify their profiles on the platform. The goal is to have 100 million users verify at least one attribute of their professional identity by 2025, enhancing trust in LinkedIn listings and overall in-app engagement.
To incentivize creators on the platform, LinkedIn may further link creator rewards to career incentives, such as promotion opportunities. This could involve aligning in-app drivers with business needs in specific niches, connecting users’ objectives on LinkedIn with real-world opportunities.
TikTok In-stream shopping
TikTok has faced challenges in establishing in-stream shopping elements in Western markets, with recent bans in Indonesia limiting the sale of goods in social apps. However, TikTok is exploring new avenues for commerce, including food delivery and local services, similar to its Chinese counterpart. The introduction of a “Nearby” content feed may focus on food delivery and local business listings to extend user behaviors within the app.
TikTok is investing in generative AI tools, such as text-to-video translation tools and AI profile images. The platform is expected to expand its AI capabilities, allowing users to post entirely AI-generated video clips and experimenting with AI chatbots. While chatbots haven’t revolutionized social media, TikTok’s potential integration with trends and content discovery could make it a valuable addition.
On another note, the Chinese version of TikTok has implemented rules requiring real-name authentication for digital avatars, potentially paving the way for virtual humans and robots to become stars on the platform.
U.S. TikTok ban?
The fate of TikTok in the U.S. seems to hinge on the delicate balance of U.S.-China relations. While concerns about the safety of the app and accessibility of American user data persist, a ban may not occur unless there’s an escalation in aggressive behavior from the Chinese government. Even smaller incidents, such as the discovery of a spy balloon, could shift the balance and lead to action against the app.
Banning TikTok would be a symbolic move representing a clear distrust of China, which could impact broader partnerships between the two nations. The decision may depend on geopolitical shifts, such as China’s involvement in conflicts or its stance on issues like Russia’s actions in Ukraine. As long as there isn’t a significant reason for the White House to act, a full ban on TikTok may not be imminent, but the situation is subject to change based on U.S.-China relations.
Snapchat Great Push on Snapchat+
Snapchat+ has achieved significant success with over 5 million paying subscribers, making it the most successful social media subscription offering to date, surpassing X Premium and Meta’s paid verification program. The success can be attributed to Snapchat’s ability to provide interesting and value-added elements that resonate with its core user base.
Snapchat is likely to place an even greater focus on Snapchat+, using it as a platform to introduce new features. The advantage lies in Snapchat’s understanding of its audience, allowing it to continuously add features that appeal to Snap users. Anticipate upcoming Snap features to be channeled through Snapchat+ first, establishing it as a key point of emphasis for Snap’s development efforts.
This emphasis may also extend to the integration of new generative AI tools, given Snap’s ongoing efforts to incorporate such tools into the app.
Snapchat’s foundational connection element lies in its Direct Messages (DMs), and with the increasing shift of social media engagement to messaging, Snapchat is likely to explore new ways to monetize DMs and facilitate direct connections between users and businesses. Expect Snap to experiment with new ad options within DMs to capitalize on this trend, similar to Meta’s successful “Click to Message” ads.
Despite facing cost pressures, Snap continues to pursue the development of AR glasses to maintain its industry leadership and compete with Apple and Meta. The company has been testing AR-enabled Spectacles with creators for over a year, and it is predicted that Snap will release an initial version in 2024, potentially beating its larger competitors to market.
Bitmoji characters, popular among users, could serve as Snap’s entry point into the metaverse experience. Snap is likely to refine and develop its 3D Bitmoji characters, anticipating their use in showcasing products, communication, and representation of users in virtual environments if the metaverse becomes a reality.
Speculatively, Snap remains a potential takeover target, especially if the company continues to face financial challenges. Potential suitors could include Apple, Microsoft, or even Meta, seeking Snap’s AR expertise and expanding their social media presence. However, this remains speculative, and any potential takeover would likely depend on Snap’s future performance and strategic direction.
Predicting the future of social media is like peering into a crystal ball. While uncertainties persist, these insights into 2024 provide a glimpse into the potential evolution of our favorite platforms. Stay tuned for the exciting developments, and let’s see how these predictions unfold!