Born Social – Social Trends & Predictions for 2024

The Born Social Trend Report for 2024 highlights several key developments in the world of brand communication and social media. Firstly, influencers will become even more vital for brands, acting as consultants and playing a central role in brand communications. Secondly, with the rise of pay-to-avoid-ad models, brands will need to adopt a combined approach of paid, owned, and earned media to reach their audience effectively. Thirdly, social-first craft will become increasingly important for brands, extending beyond the screen and impacting all channels such as OOH, Retail, and Experiential. Fourthly, social commerce will revolutionize the sales funnel, as brands rely on social media platforms' shopping functionalities to engage with consumers and make purchases simultaneously. Lastly, the use of AI will accelerate the development of bespoke social measurement stacks for brands, enabling them to prove the value of their social media efforts and uncover insights faster, leading to more effective creative work. These trends reflect the evolving landscape of social media marketing and highlight the need for brands to adapt their strategies accordingly.