Hootsuite's 2024 Social Media Trends: AI, Entertainment, and the Chase for ROI

According to Hootsuite's latest survey, brands that lean into AI, focus on entertainment, and refine their top-performing platforms are closing in on winning social media strategies. 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. 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 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.

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.

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.

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.