As we’re halfway through the first month of the New Year, the trends on social media are already starting to emerge. 2024 won’t likely see any major revolutionary changes, and rather this could be more of an evolutionary year for the platforms.
Some things will change, but we can still expect more of the same.
The AIs Have It
There is no denying that 2023 was the year artificial intelligence began to make an impact—as ChatGPT and other programs entered the mainstream. AI will continue to play a role in 2024, especially in the realm of social media. AI and social media could be further intertwined, especially in how the technology will be employed to send out misinformation and disinformation in the run-up to this year’s general election. It will be just one of several trends we might see emerge as the year unfolds.
“This year’s trends are centered around establishing connections between artificial intelligence, recognizing the significance of influencers in driving social media growth, utilizing big data and analytics, and engaging in social listening,” suggested Dr. Raúl Martínez Flores, professor at CETYS University in the School of Business and Administration.
“With interest in AI only increasing, it will be interesting to see what new filters and tools are forwarded,” added Dr. Mary Jean Amon, professor in the School of Modeling, Simulation, and Training at the University of Central Florida. “Perhaps AI will be harnessed to aid influencers in content creation, but it is always possible there will be a backlash as people seek out creative content.”
Misinformation Will Continue To Be A Threat
It may be a New Year, but the spread of misinformation and disinformation will continue—and perhaps even get worse as artificial intelligence could enable bad actors to craft even more convincing ways to fool users on social media.
It won’t just be lone individuals or small groups that will make use of this nefarious technology in 2024 either.
“State-sponsored misinformation campaigns aren’t a new problem, but the massive scale of the problem is new,” warned Eric Wengrowski, founder and CEO of Steg AI.
A leading expert in the field of AI and cybersecurity, Wengrowski explained that new technology like generative AI and deep-fakes has made it easier than ever to create fictitious but convincing media.
“In the past, skilled artisans were needed to create fictitious images via literal copy and paste,” Wengrowski. “Software tools like Photoshop lowered the bar for, say, synthesizing photographs to overstate the size of North Korea’s military force. The emergence of generative AI in combination with social media platforms represents a paradigm shift in the scale of vulnerability to misinformation campaigns.”
Is The Clock Still Ticking For TikTok?
A year ago, many would have predicted that the clock was running out for TikTok, but the platform keeps ticking away.
“Companies will lean heavily into TikTok to drive GenZ search,” said Dr. Dustin York, associate professor of communication at Maryville University. “They’re finally understanding that they are searching there, rather than Google.”
The established social media networks should also expect increased competition.
“The dominant user base for the most popular global social media platforms—including WhatsApp, Facebook, Instagram, and YouTube—continues to be traditional and emerging market segments, with women and individuals aged 18 to 34 being the primary users,” added Flores. “It is crucial to note the potential emergence of new and successful social media concepts like TikTok, posing as formidable competitors. Researchers, practitioners, and new social media users should pay attention to these trends as they navigate the present and near future.”
Move Over AI, This Is The Year Of AR—Maybe
As 2022 ushered in AI, and it entered the mainstream last year, 2024 could see augmented and virtual realities playing a greater role on social media—even if it is arriving slower than some technology experts may have predicted a few years ago.
“In recent years, while big tech has been pushing AR/VR for everyday use, the general public has been largely resistant, as seen with the non-uptake of Meta’s Metaverse,” explained Dr. Amon. “That trend will likely continue in 2024, even with Apple releasing its Vision Pro headset.”
Augmented and virtual reality could continue to carve out their niches in gaming, science, medicine, and even military applications.
“But it is questionable if people looking to casually connect with friends will want to put on a headset to do so—at least this year,” Amon continued.
Video Takes Greater Hold
Even if AR/VR doesn’t take hold, there is no denying that all the platforms could become even more videocentric. X, the social media platform formerly known as Twitter, is already becoming a YouTube rival with original content—while it is becoming a cable news alternative in the process.
“Podcasts, specifically video podcasts, will be king for not only full-length YouTube content but short vertical content as it did in 2023, but practitioners will double down in 2024 and see this as a stronger SEO strategy than blogs,” said York.
The greater reliance on video could also open the door for new platforms to emerge.
“Social media platforms are always looking for the next ‘hook.’ Snapchat had an edge with temporary content and filters, while TikTok’s platform for short videos took off in popularity more recently. New combinations of oftentimes familiar features drive social media usage,” said Amon. “The question is what new combination will gain traction in 2024. By the same token, some of the older platforms may lose momentum as users are overwhelmed by social media platform options.”
Addressing Social Media’s Dark Side
2024 could also be the year that users firmly push back, and further call upon the platforms to address such issues of privacy and addiction. With organizations like Quit Clicking Kids gaining momentum, there has already been an increased awareness of children’s social media exposure and its consequences.
“Overall, we are seeing a shifting tide, where social media stakeholders are increasingly aware of the benefits and risks of social media,” added Amon. “Social media users are increasingly concerned with how children are engaged with social media and how their information is shared by adults, as well as how users spread one another’s sensitive information without permission. In many cases, social media platforms are compelled by new legislation to modify their policies, while in other cases they have the opportunity to be leaders in forwarding new online protections.”
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