Expert Predictions For Social Media In 2024

The last year brought about many new apps, features and technologies to the world as far as social media goes. Between X’s changes, Imstagram’s Threads, and YouTube’s new policies on AI-generated contentYouTube’s new policies on AI-generated content, it is evident that 2024 has even more in store. Here’s what experts have predicted for the new year:

Our Experts:


  • Tom Stone, Co Founder, re:act
  • Konrad Frankowski, Head of Paid Media, The Evergreen Agency
  • Alice Kelly, International Communications Manager, Scriba PR
  • Zubair Ahmed, Senior Social & Content Strategist, The MTM Agency
  • Bala Kumar, Chief Product Officer, Jumio
  • Alexander Otto, Head of Corporate Relations, Tradebyte
  • Phil Cowdell, Chief Strategy Officer, Channel Factory
  • Terry Hu, AI Product Manager, Playsee
  • Irving Shark, Head of Product, Companion, Billion Dollar Boy
  • Rasa Urbonaite, CMO, Breezit
  • Louise Watson-Dowell, Head Of Digital PR and Social Media, Definition
  • Elisah van Allen, Head of Social, 33Seconds
  • Tom Sneddon, Managing Partner, Supernova
  • Simon Friend, Chief Operating Office, Round Group
  • Federico Marchisio, Director of Digital Marketing and Social Media, Say Communications
  • Chelsea Hopkins, Social Media and PR Manager, Fasthosts


Tom Stone, Co Founder, re:act

“My prediction for 2024 is that consumers will continue to add further social media platforms to their digital regime. The rise of TikTok has led to increased time spent on social media overall, rather than displacing usage on other platforms like Instagram and Facebook.

“Instead of a zero-sum game, people are diversifying their social media usage. A significant trend emerging is the further dominance of video content. With platforms like Instagram leaning more towards prioritising organic video content over static posts, marketers need to adjust their content budgets accordingly.

“This shift emphasises the importance of creating engaging and high-quality video content to capture audience attention.”

“Moreover, user-generated content (UGC) and native content are becoming increasingly vital. As the “TikTokified effect” spreads across social media platforms, there’s a growing demand for authentic and relatable content. This doesn’t necessarily mean compromising on production quality; rather, it emphasises the need for content that feels native to the platform and resonates with users.

“Overall, in 2024, social media marketing strategies will need to adapt to accommodate these trends, focusing more on video content and prioritising authenticity through UGC and native content to effectively engage with audiences across diverse social media platforms.”

Konrad Frankowski, Head of Paid Media, The Evergreen Agency



“As of February 2024, 62.3% of the global population is active on social media, making it a pivotal tool in business communication and marketing strategies.

“Effective integration of organic content and paid media is key to amplifying brand visibility and enhancing audience engagement.

“In 2024 the trends lean towards human-centric, authentic content. This authenticity in both organic and paid media contrasts with the polished, often unrealistic nature of traditional content.

“For paid media, the focus is on creating relatable, genuine ads that feature real people and experiences, moving away from direct sales pitches to more emotionally engaging, story-driven content.

“Platforms like TikTok and Instagram, known for their creative, short-form content, continue to offer significant opportunities for engaging diverse audiences. This calls for content that is enjoyable, relatable, and fosters human interaction.

“Collaboration and user-generated content are becoming crucial for organic reach and the effectiveness of paid media.

“Social media’s emerging role as a primary search engine emphasises the need for optimised, keyword-rich content.

“AI technology, particularly in social listening, is transforming how marketers gather insights, affecting both organic and paid strategies.

“This involves using tools like sentiment analysis and predictive analytics for targeting and personalising paid media campaigns while maintaining content originality to align with social media algorithms.

“Platforms like Facebook, Instagram, TikTok, LinkedIn, X (formerly known as Twitter), Pinterest, YouTube, and Snapchat remain key for both organic and paid strategies and AI’s influence in social media marketing is increasingly notable, offering efficient ways for targeted advertising.

“Aligning AI and technology with user-centric marketing is essential for the success of both organic and paid media strategies in 2024.”


Alice Kelly, International Communications Manager, Scriba PR



“Looking ahead to the future of social media, a number of key trends emerge. The increasing fixation on visual content — particularly short-form videos — has seen platforms like TikTok and Instagram Reels continue to gain traction.

“As a result, visual storytelling presents opportunities for brands to engage with their audience in more immersive and authentic ways.

“Alongside the rise of video, we also see a growing emphasis on authoritative content, especially within the B2B space. With the spread of online information, businesses are seeking out credible sources for industry insights and expertise.

“Platforms are likely to prioritise content from reputable sources, encouraging brands to establish themselves as trusted authorities by delivering valuable and accurate content, consistently.

“As algorithms evolve, the significance of engagement figures over vanity metrics like follower counts becomes increasingly apparent.

“While follower totals may provide a superficial measure of popularity, they often fail to capture the true level of audience engagement.

“Instead, platforms should be placing greater emphasis on metrics such as likes, comments, shares, and direct conversations, which indicate genuine interest and interaction with content.

“In short, the future of social media lies in a blend of compelling visual storytelling, authoritative content, and engagement.

“And, brands that adapt to these trends, prioritise authenticity, and deliver value to their audience will continue to thrive in the evolving digital landscape.”


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Zubair Ahmed, Senior Social & Content Strategist, The MTM Agency



“In 2024, the tech industry is witnessing a dynamic shift in social media trends, reshaping how we connect, engage, and consume content.

“With Facebook partnering with Ray-Ban for their smart glasses and the recent release of Apple Vision Pro, expect to see a shift in more immersive content.

“With the integration of more augmented reality (AR) and virtual reality (VR) technologies like AR filters and VR events, users are immersing themselves in digital worlds like never before.

“This interconnected digital universe transcends traditional social media platforms, offering users endless possibilities for exploration and collaboration.

“Companies investing in developing metaverse ecosystems can expect to see a convergence of virtual and physical worlds.

“Is set to become an intrinsic part of life for everyone. To make the transition as smooth as possible, brands need to be ready to address any fears and concerns their customers might have.

“As users become more discerning about the world they live in and the content they consume, there is a growing demand for genuine interactions and relatable narratives. Companies prioritising authenticity will likely build stronger connections with their audience.”


Bala Kumar, Chief Product Officer, Jumio



“The number of “influencer bots” on social media will exceed the number of real human accounts.

“It’s alarming that nearly half of internet traffic is now bots, considering this is almost equivalent to the amount of human-operated internet traffic. And while catfishing has been around for many years, bot-operated social media accounts are a challenge on a much greater scale.

“The growing challenge of being able to tell what’s real and what’s not is alarming – one study found various bot-like Twitter accounts that were used for political purposes​ during the UK European Union referendum campaign. Social media platforms must deploy identity verification tools with liveness detection technology to know users are who they say they are to protect their users’ online safety.”


Alexander Otto, Head of Corporate Relations, Tradebyte



“2024 will see the continued growth and success of social commerce, particularly as brands look to connect with Gen Z and millennials to harness their increasing purchasing power. We’ve already seen significant traction in the premium luxury market amongst these age groups, and expect this to expand to other sectors.

“Both Gen Z and millennials have ‘grown up,’ with social media, and use it daily when browsing, researching and making purchases. Full-screen apps like TikTok and Instagram that focus on video content are particularly popular with these age ranges, which is good news for luxury retailers.

“Video enables them to more fully and accurately convey a product’s features, adding to its perceived value and desirability. Live shopping on platforms like TikTok combines three key factors for engagement with these demographics: direct engagement and participation, full-screen product visibility and a seamless and convenient purchasing experience.

“Indeed, social media enhances purchasing convenience for consumers, where browsing the finest deals and comparing prices has never been smoother with just a few taps. While previously conventional e-commerce marketing tactics required customers to switch platforms for checkout, social commerce allows on-platform purchases, minimising the potential to lose a sale due to inconvenience.

“This is particularly attractive for younger generations, as studies report both shortened attention spans and an increased number of applications, websites and brands competing for their attention at any given time.”


Phil Cowdell, Chief Strategy Officer, Channel Factory



“For better and worse, brand safety and suitability has dominated media headlines throughout the year – we only need to look at the ego of a certain tech ‘innovator’ and their social media platform as a prime example.

“Due to a lack of upholding safety standards, on some platforms, restrictive brand safety has become an unfortunate norm. In 2024, brand safety and suitability needs to undergo a complete overhaul – almost breaking it down again to build it back up in a way that is safe and suitable for all.

“It certainly isn’t in its current iteration. This refreshed brand suitability has to be founded on the pillars of diversity and inclusion, ensuring we celebrate all communities and do not shy away from important topics like race or even sustainability.”


Terry Hu, AI Product Manager, Playsee




“In 2023, social media revelled in hot girl summer, girl dinner, yearbook photo booth, and the aged filter, all while witnessing the mainstream integration of AI. As we step into 2024, social media is set to shed the filter, embracing authenticity and valuable information from online communities.

“Real connections through shared passions will take centre stage. In the sea of online information, authenticity emerges as the new algorithm. People actively seek reliable, trustworthy content, moving away from unattainable, heavily filtered narratives.

“Simultaneously, the growth of discussion-based social media becomes evident, where community, not clout, is the new currency. Users are looking for spaces where they belong, where shared passions kindle meaningful connections, ensuring a more engaging and relatable online experience – a testament to the power of discussions and our commitment to creating vibrant communities online. ”


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Irving Shark, Head of Product, Companion, Billion Dollar Boy



“When so many of the platforms are occupying similar spaces – whether it be copying content formats or launching similar revenue share models to attract creators – there is even greater pressure on the platforms to get creative. That means many are diversifying their revenue streams, with varying degrees of success.

“Beyond advertising, platforms will diversify revenue streams from social commerce and influencer gifting to paying for ad-free scrolling and branching out to new entertainment verticals such as gaming.”


Rasa Urbonaite, CMO, Breezit



“Social media is already undergoing changes that are going to take over that space in 2024. What I can point out easily is the trend of turning against big influencers and relying on micro-influencers who are seen as more authentic and reliable by audiences.

“Another surprise might be an integration of AI. I think AI is going to strengthen the algorithms which operate social media. Hopefully thanks to this it will be easier to market, easier to target content and easier to avoid content we don’t want to see.

“I’m pretty confident that following the Senate interrogations of social media CEOs, we can expect big shift towards privacy rights and stricter regulations. My biggest hope would be that social media platforms will also start promoting mental health more and turning less addictive, or maybe at least restricting use of younger audiences.”


Louise Watson-Dowell, Head Of Digital PR and Social Media, Definition


“My number one piece of advice for businesses this year is – and I know this will annoy people, but – do not ignore TikTok. Yes, it’s a lot of effort. It’s hard to show how it drives sales directly. But believe me, the B2B buyers of the future are here and they’re searching for EVERYTHING they need on TikTok first.

“You will need a TikTok strategy sooner than you think. It doesn’t have to be chaotic or unhinged to work. If you’re not sure where to start at least dip your toe in the water and join the app. Search for things you’re interested in (professionally) and see how it could work for your business.

“Secondly, I’m really encouraging clients to invest in their LinkedIn presence this year – this platform will be so important to the success of PR & SEO strategies.

“Key to a great reputation is trust in your business’s people, and key to SEO success is demonstrating experience, expertise, authority and trust.

“LinkedIn enables B2B thought leaders to do this for themselves, owning topics, building a network and complementing the work of their comms teams in getting the word out there. If you add one thing to your comms strategy this year, make it making LinkedIn work harder for you.”


Elisah van Allen, Head of Social, 33Seconds



“You don’t have to look too hard to see that video – especially short-form, vertical video – is likely to become the hero content choice across many social media platforms this year.

“Across a variety of different channels – from TikTok and Instagram, to X and Reddit – brands are experimenting with video.

“Industry data suggests that the future of many of these platforms is in fact more ‘media’ and less ‘social’ – users are posting less but scrolling more – consuming content created by influencers, brands and professional creators.

“Therefore these platforms are becoming more akin to TV or entertainment streams driven by short form video than ‘social networking’ as such.

“A recent video marketing report demonstrates that not only are most marketers using video to share details of their products and services, but those videos are converting 89% of users surveyed as well.

“It’s a powerful tool that will continue to engage audiences throughout the year.

“The key for marketers is a) to ensure the creative is engaging enough to hold user attention, b) carefully craft your brand story to make the experience memorable and c) make sure each video has a purpose and call to action defined by your brand’s content strategy.”


Tom Sneddon, Managing Partner, Supernova



“’Culture’ is social’s 2024 mantra. Amid the chaos and confusion of ever-changing algorithms and innovation, it anchors online brand conversations and establishes relevance and value.

“2023 closed out with some strong examples. IKEA poked fun at luxury fashion by offering up an affordable dupe for Balenciaga’s Towel Skirt.

“Meanwhile The North Face pulled off a real time delivery of a new jacket to a disgruntled customer at the peak of a stormy mountain, after her rain-soaked rant went viral on TikTok. These are brands working at the speed of online culture.

“But culture isn’t limited to nano-moments. AI-powered social intelligence tracks, maps, and translates cultural trends, arming brands with opportunities to connect in more innovative, lasting ways. The 2024 agenda? Build brand relevance.

“This is the year where brands must define their cultural role and implement effective engagement tactics. Understanding and influencing culture demands scrutiny of the digital world’s every corner.

Successful brands will be those which get clear on the role they have to play in the culture landscape, and the engagement levers needed to activate accordingly.”


For any questions, comments or features, please contact us directly.


Simon Friend, Chief Operating Office, Round Group



In recent years, social media platforms such as Instagram and TikTok have undergone significant transformation. UGC (user-generated content) platforms have become a critical tool for brand marketers to effectively reach consumers and, as such, influencers have become essential to their campaigns.

“In its infancy, TikTok experienced a frenzy, where marketers and brand managers experimented with various promotional strategies in the hope of success; but as the influencer landscape matures and our understanding of platform power evolves, marketers are becoming more intelligent around how they leverage that power.

“Users have become critical of half-hearted social media campaigns and, in the context of music, where these platforms have become integral, record labels are now wary of high investment campaigns that don’t translate to a meaningful impact on streaming numbers.

“Authenticity has become crucial on social media and our data shows a strong trend toward less overtly promotional content, which delivers higher consumer engagement.

“In 2024, micro-influencers and organic content will dominate because they deliver genuine engagement from their community credibility.

“Identifying and seamlessly involving these nano and micro-influencers, who bring enthusiasm and an organic feel despite their smaller following, will be crucial to maximising the potential of social media.”


Federico Marchisio, Director of Digital Marketing and Social Media, Say Communications



“In 2024, I expect the theme of authenticity to dominate all social media strategies. The trend of unpolished content will continue, and audiences will favour posts that showcase a brand’s personality and embrace imperfection.

”Moreover, AI will help teams ideate content, but brands that abuse it by letting it copyright and visualise all their assets will struggle to build genuine connections as the audiences will become accustomed to distinguishing AI-generated materials from authentic and unique content.

“Collaboration with influencers, already widespread in B2C marketing, will expand to B2B in 2024.

“Thought leaders and technology evangelists will take centre stage on social networks, and brands that will associate themselves with prominent personalities will be able to turbocharge their brand awareness and build a strong online community based on common interests and values.

“Throughout 2024, marketing teams will be under pressure to demonstrate ROI on their social media activities.

“Having a data-driven strategy will be key to securing budget from the board, while deploying dynamic measurement dashboards will be essential to test content and tweak tactics on the fly based on live engagement data from the social platforms.”

Chelsea Hopkins, Social Media and PR Manager, Fasthosts



“We’ll certainly see X continue to change through 2024 in line with Musk’s ambition to make it an “everything app” – we already know about plans to create a job market within the app as well as pushes for it to become a key player in the video hosting and live streaming industry.

“There’s sure to be plenty more planned, so it will be a platform to keep an eye on.

“One of the big launches of last year was Meta’s Threads app, their answer to a rival for X’s dominance of text-based social media.

“Threads is still very much ironing out its kinks, with the app still trying to shake off the feeling of it being a beta test rather than a full release, so it’s almost guaranteed Meta will continue to implement a slew of new features as it tries to build up a solid user base.

“The future of TikTok meanwhile is a bit more up in the air – further bans of the app seem unlikely but can’t be ruled out as security concerns fail to fade away, not to mention the possibility of more record labels pulling their music in the wake of UMG’s landmark decision.”