--- title: "Hootsuite's 2024 Social Media Trends: AI, Entertainment, and the Chase for ROI" description: Hootsuite's 2024 Social Media Trends survey reveals that success on social media will be driven by AI, entertainment, and a focus on long-term relationship building. image: https://www.hireawriter.us/hubfs/HAW%20blog%20(69)-1.png --- [Skip to the main content.](https://www.hireawriter.us/business/hootsuites-2024-social-media-trends-ai-entertainment-and-the-chase-for-roi#main-content) [![Untitled design (90)](https://www.hireawriter.us/hs-fs/hubfs/Untitled%20design%20(90).png?width=500&height=500&name=Untitled%20design%20(90).png "Untitled design (90)")](http://hireawriter.us) [![Untitled design (90)](https://www.hireawriter.us/hs-fs/hubfs/Untitled%20design%20(90).png?width=500&height=500&name=Untitled%20design%20(90).png "Untitled design (90)")](http://hireawriter.us) - [FOR BUSINESSES](https://www.hireawriter.us/for-businesses) - [SEO COPYWRITING](https://www.hireawriter.us/seo-copywriting) - 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This article summarizes Hootsuite’s insights into the key social media trends that will shape the landscape in 2024. ## The AI Trend: Redefining Authenticity in Social Media AI is becoming a dominant force in [social media](https://www.hireawriter.us/social-media-services). Companies are doubling or even tripling their use of AI across various activities, from customer service to content creation. According to Hootsuite's survey, organizations plan to increase AI usage in customer support by 318% and in image editing by 260% in 2024. However, the rise of AI presents a complex challenge for brands: **How do you maintain authenticity in a world where AI-generated content is becoming more prevalent?** ### Consumer Trust in AI-Generated Content Despite the increasing use of AI, not all audiences are embracing AI-generated content. [**62% of consumers**](https://www.hootsuite.com/research/social-trends) say they are less likely to engage with content if they know it was created by AI. This statistic highlights the growing tension between brands’ reliance on AI and consumers' skepticism. ### Generational Differences in AI Perception Interestingly, different generations have varying levels of trust in AI-generated content. **Gen Z** tends to be more open to AI, often claiming they can discern real from AI-generated content better than other age groups. In contrast, **Baby Boomers** are more likely to distrust AI-generated content altogether. ### How to Use AI Effectively in Social Media To leverage AI without losing consumer trust, brands must redefine what authenticity means. Authenticity in 2024 isn’t about whether a human or AI created the content—it’s about the **experience** that content delivers. If it aligns with your brand values and resonates with your audience, it can be considered authentic, regardless of its origin. **Tips for Working Smarter with AI:** - **Understand your audience:** Gauge how different demographics perceive AI. - **Delegate wisely:** Use AI to support your strategy, but let humans handle tasks that require nuance and empathy. - **Create AI guidelines:** Set clear policies for AI use to avoid potential pitfalls like unapproved posts or off-brand messaging. --- ## The Platform Trend: Navigating a Changing Social Landscape With a potential TikTok ban on the horizon in the U.S., many brands are concerned about the impact on social commerce. **Hootsuite predicts a decline in social commerce** as brands and audiences shift focus to alternative platforms, such as Instagram. > [@winsometeam](https://www.tiktok.com/@winsometeam?refer=embed) > > Is TikTok doomed? [#opinion](https://www.tiktok.com/tag/opinion?refer=embed) [#tiktok](https://www.tiktok.com/tag/tiktok?refer=embed) [#tiktokban](https://www.tiktok.com/tag/tiktokban?refer=embed)   > > [♬ original sound - Winsome People](https://www.tiktok.com/music/original-sound-7390721954866563886?refer=embed) For brands heavily invested in TikTok, particularly for U.S.-based social shopping, it’s time to prepare. Diversifying your presence on other platforms, like Instagram, will be critical to filling in the gaps left by a possible TikTok exit. --- ## The ROI Trend: Entertainment as the Key to Success One of the most significant findings in Hootsuite's 2024 survey is that consumers are looking for more than just transactional content. **Consumers' top three favorite types of content** are: - Something new - Something funny - Something inspiring Brands that focus on **entertaining content** are more likely to capture attention, boost engagement, and ultimately, win market share. ### Building Long-Term ROI with Social Media Although social commerce is expected to continue growing, Hootsuite warns against turning social media into a short-term sales machine. Social media should be used as a space to **create deeper connections** and **meaningful interactions** with your audience. By focusing on entertainment and providing value through enjoyment, inspiration, and education, brands can foster long-term relationships that lead to higher ROI. As **56% of consumers** believe brands should be more relatable on social media, now is the time to inject more personality into your content strategy. --- ## Case Studies: Brands Embracing Social Media Trends Lemonade, the insurtech disruptor, realized that insurance isn't the most exciting topic for social media. To stand out, they embraced the **#OddlySatisfying** trend, dipping objects in their signature pink color and engaging followers by asking what should be dipped next. This trend not only boosted their engagement but also built transparency around their Giveback program, enhancing their overall brand experience. ### Oklahoma Department of Wildlife Conservation's Fun and Engaging Approach The **Oklahoma Department of Wildlife Conservation** has found a unique way to mix education with entertainment. By creating funny and relatable content, they have built a loyal social media community that extends beyond wildlife enthusiasts. When TikTok bans were introduced for federal agencies, their community rallied to ask the governor to give them a pass, demonstrating the power of [goodwill on social media.](https://www.hireawriter.us/social/how-to-create-an-organized-social-media-calendar) --- ## Actionable Recommendations for Social Media Success in 2024 Here are the take homes: ### 1. Follow Your Audience's Lead Social media is an interactive space, so listen to your audience. Use social listening tools to understand what your audience wants and engage them directly through polls and Q&A sessions. Testing new content types, like memes or inspirational stories, can help you discover what resonates best. ### 2. Take the Long-Term Approach Don’t focus solely on immediate ROI. Social media is best used to build brand equity, which takes time. Keep your content **authentic, relatable, and human**, even when promoting products. ### 3. Make Relationships the Foundation of Your ROI Track engagement across your social initiatives, but go further by measuring how those engagements contribute to larger business goals. For instance, did a viral post increase your social share of voice or drive web traffic? Connect social media efforts to business outcomes for a more strategic approach to ROI. [![New call-to-action](https://no-cache.hubspot.com/cta/default/24409333/59fe000f-66f9-4623-98d7-a2fc038a77db.png)](https://cta-redirect.hubspot.com/cta/redirect/24409333/59fe000f-66f9-4623-98d7-a2fc038a77db) --- ## Thriving in 2024’s Social Media World Hootsuite's 2024 Social Media Trends survey reveals that success on social media will be driven by AI, entertainment, and a focus on long-term relationship building. By redefining authenticity through AI, navigating platform shifts like a potential TikTok ban, and creating entertaining content that resonates with your audience, brands can stay ahead in an increasingly competitive landscape. As social media continues to evolve, brands must be prepared to adapt and innovate. Focus on what your audience wants, provide them with engaging content, and prioritize building genuine relationships to ensure lasting success in 2024 and beyond. - [Tweet](https://twitter.com/share) [![The Changing Landscape of Social Media](https://www.hireawriter.us/hubfs/1-4.png)](https://www.hireawriter.us/business/the-changing-landscape-of-social-media) 1 min read #### [The Changing Landscape of Social Media](https://www.hireawriter.us/business/the-changing-landscape-of-social-media) ![Picture of Writing Team](https://www.hireawriter.us/hs-fs/hubfs/HAW%20Logo%20T%20%26%20White%20square-3.png?width=30&name=HAW%20Logo%20T%20%26%20White%20square-3.png) [Writing Team](https://www.hireawriter.us/business/author/writing-team) : Mar 22, 2024, 7:51:13 PM Amidst the fast-paced realm of digital communication and audience engagement, social media and content consumption dynamics are constantly shifting.... [Business](https://www.hireawriter.us/business/tag/business) [Social Media](https://www.hireawriter.us/business/tag/social-media) [Content Strategy](https://www.hireawriter.us/business/tag/content-strategy) [Read More](https://www.hireawriter.us/business/the-changing-landscape-of-social-media) [![5 Ways to Showcase Workplace Culture on Social Media](https://www.hireawriter.us/hubfs/HAW%20Blog%20-%20image%20to%20post%20in%20Webflow%20on%20the%20blog%20itself%20(78)%20(1).png)](https://www.hireawriter.us/business/5-ways-to-showcase-workplace-culture-on-social-media) 1 min read #### [5 Ways to Showcase Workplace Culture on Social Media](https://www.hireawriter.us/business/5-ways-to-showcase-workplace-culture-on-social-media) ![Picture of Mark Bowden](https://www.hireawriter.us/hs-fs/hubfs/Untitled%20design%20-%202023-01-11T151314.261.png?width=30&name=Untitled%20design%20-%202023-01-11T151314.261.png) [Mark Bowden](https://www.hireawriter.us/business/author/mark-bowden) : Apr 8, 2023, 10:46:57 AM If you are looking for corporate buzzwords, you will not go far in your search without seeing something regarding company culture. The trend that... [Business](https://www.hireawriter.us/business/tag/business) [Social Media](https://www.hireawriter.us/business/tag/social-media) [Read More](https://www.hireawriter.us/business/5-ways-to-showcase-workplace-culture-on-social-media) [![Copywriting for Social Media: Crafting Engaging Posts that Drive Engagement](https://www.hireawriter.us/hubfs/HAW%20blog%20(14)%20(1).png)](https://www.hireawriter.us/business/copywriting-for-social-media-crafting-engaging-posts-that-drive-engagement) 1 min read #### [Copywriting for Social Media: Crafting Engaging Posts that Drive Engagement](https://www.hireawriter.us/business/copywriting-for-social-media-crafting-engaging-posts-that-drive-engagement) ![Picture of Megan Schutz](https://www.hireawriter.us/hs-fs/hubfs/Untitled%20design%20-%202023-01-11T150907.085.png?width=30&name=Untitled%20design%20-%202023-01-11T150907.085.png) [Megan Schutz](https://www.hireawriter.us/business/author/megan-schutz) : Aug 28, 2023, 9:25:36 AM In today's digital age, social media has become an indispensable tool for individuals and businesses. 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