2024 Social Media Trends: AI vs. Authenticity

Welcome to the vision of social media marketing for 2024 — a place where authenticity is the new gold, AI is the new team member, and the quest for engagement is an old battle. Taking insights from the latest Hootsuite and Semrush reports, let’s try to separate the hype and what is a real change in social media.

Beyond the Hype

What has been the challenge for social media marketers for years? To deliver the right message, in the right format, on the right platform, at the right time. And each of these parts of a struggle — message, format, platform and time — may be decoded and boosted by AI. Beyond the glittering popularity of ChatGPT and the tools for content creation, AI is not just for content generation. It’s a smart automation tool, that manages everything from content scheduling to digital campaign optimization. Its superpower lies in data analysis, unraveling customer behaviors and hidden trends, new levels of personalization, and simplifying performance measurement. Social listening and real-time interactions via chatbots and voicebots are just the top of the iceberg. So, how do you find your way through this madness?

Read also: How is AI changing PR and marketing?

Standing Out in a Generative World

Primarily, there is no point in using AI for the sake of using AI. All we get out of it is a flood of identical generated images from Midjourney and Dall-e and all the ChatGPT’s copywriting dripping with buzzwords like “game-changer”, “empower businesses” and “unleash”. The key to success is the idea, and then using AI tools to make it happen faster, in more formats, languages, individually personalized versions, and more accurately distributed through all channels.

Let’s be real — with AI tools it would be easier to configure a successful campaign and automate it, for sure it would be easier to create content and multiply it… but it would still be a challenge to stand out. According to Monica Alvarez-Mitchell, Founder and CEO of Pulse Creative (Forbes):

When everyone online is saying similar things in a similar format, the brands that will stand out are those that take a different approach and pinpoint how they can showcase their unique identities, values, and missions.

It means your content needs to be consistent and connected to your brand voice if you want to cut through the generative noise.

Gen Z Call for Authenticity

Here’s the plot twist: Gen Z isn’t here for the AI-generated content spectacle (the other age groups are also skeptical, but we used to treat Gen Z as more open to tech and innovations). According to the Hootsuite Social Trends 2024 survey, 62% of consumers say they are less likely to engage with and trust content if they know an AI application created it.

Gen Z embraces AI with open arms, confidently differentiating between real and AI-created content. They want authenticity, realness, and content that resonates with genuine human experiences. That keeps them returning for more.

The SemRush Social Media Trends Report 2024 highlights the same issue — Gen Z prefers raw, unfiltered, real-life content. The trend is clear — user-generated content (UGC) is the hero, and brands should forget about polished perfection. And that’s crucial when you think of influencer marketing too. The days of partnering with big influencers based solely on follower count are fading; instead, brands should value the quality and authenticity of content.

Metrics, Formats and Strategies

No one will tell you what works best for your audience (maybe AI one day), so you have to test different types of content messages and channels. But some things stay the same, like format trends — we can still observe the increasing popularity of short-form vertical video. TikTok and LinkedIn will dominate the social media landscape, however, I think Meta will surprise us. But who knows, maybe some new format or channels will appear thanks to AI… For example, how will AIPin affect social media (if it does not turn out to be a seasonal gadget)?

It has been repeated for years that we should not care about the number of followers but about engagement. And the secret sauce for this stays the same — to make them feel part of the community. If we focus on the tools and trends, we lose sight of what truly matters — connecting with real people. The ones who will come up with how to achieve that win.

If you are still feeling overwhelmed by what’s going on, take the advice from Kristin Gallucci, Consultant & Fractional CMO, Modern Marketer (SemRush report comment):

If you have the chance and the budget to conduct small pilot strategy tests, then do it. I suggest investing 20% of your budget on new and optimal opportunistic actions to explore and 80% on tried and true.

What’s Next?

What lies ahead? Will augmented reality take the spotlight? Or will virtual influencers steal the show? The crystal ball remains elusive, but one thing is for sure — the AI story will continue to evolve, and brands must adapt. In a world saturated with tools and trends, the essence of authenticity in content must not be lost.

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