In 2024, digital marketers can expect significant changes across various social media platforms. On Facebook, more AI tools and video content will dominate user feeds, with a focus on creating engaging content for a wider audience. Generative AI features, such as chatbots inspired by celebrities, might not be as effective as expected, leading Facebook to possibly scale back on this approach. Additionally, Meta aims to enhance user experiences with 3D avatars and AR glasses, as the company moves towards a metaverse strategy.
LinkedIn is also expected to focus more on AI tools to improve in-app experiences, content matching, and discovery. Virtual events and video streams will likely be highlighted more prominently in the app. LinkedIn may also introduce career guidance tools and incentives for users to improve their skills and profiles, with a broader ID verification process to increase trust on the platform. Moreover, creator rewards may be linked to career incentives to drive more engagement on LinkedIn.
Snapchat is likely to place a greater emphasis on its subscription service, Snapchat+, offering more value-add features tailored to its user base and integrating generative AI tools. The platform may experiment with ad options in direct messages to facilitate user-business connections. Snapchat’s AR Spectacles could see an enhanced development for a niche audience in 2024. Bitmoji characters are expected to play a significant role in Snap’s future, potentially entering the metaverse experience and expanding brand sponsorships.
On the other hand, TikTok could focus on enhancing in-stream shopping features, along with advancing AI tools and generative chatbots. While geopolitical tensions between the US and China could impact TikTok’s availability, a ban in the US seems unlikely unless there is a significant escalation in conflicts. TikTok’s potential takeover remains speculative, with suitors such as Apple, Microsoft, and Meta showing interest in the platform.
Overall, 2024 is expected to bring significant advancements in AI tools, virtual experiences, and in-app shopping across various social media platforms. Marketers should keep an eye on these predicted trends to stay ahead of the curve and adapt their strategies accordingly to leverage the changing landscape of digital marketing.