As we entered 2024, the future of social media was uncertain. The previous year had seen a rapid transformation with the emergence of decentralized social platforms and the integration of AI features, leading creators, brands, and platforms to redefine their strategies. This dynamic shift set the stage for an exciting and fast-paced year ahead, challenging us to imagine what the future held for social media.
Given this backdrop, we sought insights from experts on their predictions for social media in 2024, focusing on overarching themes rather than specific forecasts. From the ascension of LinkedIn as a hub for creators to the growing emphasis on authenticity and private communities, we revisited these themes to evaluate their impact over the course of the year.
In this retrospective analysis of social media trends in 2024, we will explore how these themes unfolded, highlighting what came to fruition, where expectations fell short, and the key takeaways for creators and brands navigating the evolving landscape of social media.
Let’s delve into the themes that shaped the social media landscape in 2024.
1. LinkedIn as a Creator Hub:
Prediction: LinkedIn will emerge as a prominent platform for influencer marketing and creative content.
LinkedIn witnessed a significant surge in 2024, affirming the forecast by social media experts Lia Haberman and Lindsey Gamble. The platform evolved into a key frontier for creator growth and influencer marketing, evident from the substantial increase in search interest for terms like "LinkedIn creator" and "LinkedIn influencer." Throughout the year, sponsored content and brand partnerships flourished on LinkedIn, aided by enhanced analytics, features like the Brand Partnership label, and third-party tools, facilitating seamless collaborations between creators and brands.
Noteworthy partnerships, such as Jayde Powell with OpusClip and Nathan Jun Poekert with Away, underscored the professional and creative synergy between creators and brands on LinkedIn. The ecosystem also witnessed the rise of platforms like Creator Match and CreatorBuzz, facilitating lucrative partnerships between brands and creators on LinkedIn. Moreover, the platform’s landscape saw a surge in employee-generated content, with executives and employees leveraging their authentic voices to amplify engagement and bolster personal branding on LinkedIn.
2. Emphasis on Authenticity and Personalization:
Prediction: An industry-wide shift towards authentic, long-form content and personalized connections reshaping content creation.
Annie-Mai Hodge’s foresight into the pivot towards long-form content on platforms like TikTok and Instagram proved accurate, reflected in the escalating interest in "long form video" searches. Platforms like TikTok experimented with extended video formats, catering to audiences craving deeper connections with creators through authentic and substantial content offerings.
The embrace of niche content and micro-influencers underscored the preference for genuine interactions over viral appeal, exemplified by creators like Elysia Berman sharing her debt-free journey on TikTok. Brands capitalized on the allure of authentic voices, forging partnerships with micro-influencers to effectively target niche audiences. Additionally, AI-driven algorithms played a pivotal role in content discovery and creation, enhancing personalized recommendations and boosting engagement for creators across platforms.
3. Creators’ Diversification into Entrepreneurship:
Prediction: Creators expanding into entrepreneurship, entertainment, or corporate roles beyond traditional content creation boundaries.
Anticipated by Lia Haberman, the trend of creators diversifying their ventures beyond content creation materialized in 2024. Creators like Lexi Larson ventured into entrepreneurship, launching brands like Sunday Cherries and documenting their entrepreneurial journeys. EMarketer’s projection of creator-led brands generating substantial retail sales highlighted the growing trend of creators leveraging their influence to drive business ventures and product offerings.
Finance creator Aleks Petrakieva’s success in monetizing her financial journey through customizable templates further validated this trend. Simultaneously, the emergence of ‘founder-led social’ witnessed entrepreneurs embracing content creation to share their business narratives, exemplified by Grace Beverley and Fisayo Longe, who leveraged platforms to chronicle their brand-building experiences and foster community engagement.
4. Rise of Private Communities:
Prediction: Private communities gaining traction as alternatives to mainstream platforms for fostering deeper connections.
Rachel Karten’s prediction regarding the rise of private communities as a response to social algorithm unpredictability materialized in 2024. Niche private communities offered a sense of belonging and authentic interactions, serving as safe havens from the toxicity prevalent on mainstream social media platforms. The shift towards community-centric social interactions was exemplified by the growing popularity of decentralized social platforms like Bluesky and Threads, emphasizing a community-first approach in social networking.
Driven by Meta’s enhancements to WhatsApp communities and Instagram broadcast channels, the focus on community-building is poised to shape social interactions in the coming year. Community leaders will play a pivotal role in curating engaging experiences that foster trust and loyalty among their audience, nurturing intimate and fragmented social interactions.
5. Dominance of Long-Form Video on YouTube:
Prediction: YouTube securing its position as the go-to platform for long-form video content.
Brett Dashevsky’s observation regarding creators embracing long-form content on YouTube underscored the platform’s enduring appeal to creators and audiences. The resurgence of popular creators like Wisdom Kaye and Eni Popoola in producing long-form videos highlighted YouTube’s value proposition for creators and audiences seeking immersive content experiences. YouTube’s versatility in supporting a range of content formats, from short videos to interactive long-form videos, reaffirmed its status as a premier destination for creators.
As YouTube solidifies its position as a long-form content hub, its seamless integration of features like Shorts and its adaptability to evolving creator needs position the platform as a frontrunner in supporting diverse content creation. The platform’s 2024 Global Culture & Trends Report affirmed the growing viewership of long-form content on YouTube, positioning it as a competitive player in the media landscape.
Looking ahead to 2025, the trends observed in 2024 are indicative of the evolving social media landscape, underlining the significance of authenticity, community-building, and diversified creator ventures. While these reflections are based on expert insights and observational trends, they provide valuable insights for creators and brands navigating the dynamic realm of social media.
Stay tuned for our forthcoming predictions for 2025 and explore past forecasts and reviews to gain a comprehensive understanding of the evolving social media landscape:
- 5 Themes We Expect to See Across Social Media in 2024 (ft. Expert Contributions)
- We Checked in on the Social Media Predictions We Made for 2023 – Here’s How They Performed
- 7 Social Media Predictions for 2023 (according to experts)
