We are coming out of a significant year of questioning and reflection on the nature and function of social media. Could the coming year bring us answers regarding a healthy and ethical use of social media? Let’s hope so. Here are four web trends to watch in 2024.
- Brand Positioning on AI
In 2023, we witnessed a wave of LinkedIn posts on the potential or perils of AI, as well as sector-specific webinars to dissect the ins and outs of this technology. Now is the time to move from theory to practice:
In 2024, we will see mastery and rapid adoption of these tools in businesses and several solutions powered by various algorithms, without always emphasizing the marketing aspect of being AI, announces Rachelle Houde Simard, digital strategist and author of the book “La Sociable.” More creators will generate even more content using generative AI, such as images and videos; more manipulation of images and AI filters will be offered to users on platforms like TikTok; more commercial AI chatbots in social messaging; more optimization and advertising variations generated and managed by AI tools.”
The digital strategist envisions a “backlash” to this massive AI adoption movement:
In 2024, we should also see brands taking an anti-AI stance: more transparency and human animation (individual rather than a logo that publishes), a return to the roots of community, brands investing in hybrid communities (online/offline), and collaborations between brands and artists.”
Philippe Bussiere, Vice President and Marketing Strategist at Code Marketing, predicts some missteps that could make supporters of “everything AI” reconsider:
We will see cases of misuse, and the public will seek authenticity. I predict we will relive the scandal of fake Bixi bloggers a few years ago, but in a version where the exploitation of AI will have overshadowed creation developed by humans. Everyone will be outraged! Everyone’s critical thinking will sharpen.”
- Content Deluge
In the short term, the adoption of generative AI tools is likely to cause an overflow of content on social media, which could reduce an already diminished organic reach in the past year.
I’m preaching to the choir, but email marketing will probably take even more prominence in 2024, believes Pascal Cadorette, coach and email marketing trainer. With the loss of organic reach, the decline of Twitter, Facebook continually losing ground, people will increasingly communicate via email. I also think that podcasts will gain momentum; it’s becoming more democratized, easy to launch, and more and more people are succeeding with this medium. It will probably inspire more people to jump in!”
- Digital Fatigue
Beyond technological tools, social media managers will have to deal with a “human” problem, which seems to be growing year after year: digital fatigue. According to the DGTL report, 23% of Canadians claim to be “stressed” by the digital world, and the number of people who “love the Web for entertainment or inspiration” is declining (76% in 2023 versus 80% in 2022).
Canadians excel in the art of online scrolling, the report says. But this habit comes with boredom, anxiety, and doubts about the credibility of content. In this context, the desire for connection and exchange with our community, whether real or virtual, is even stronger, as well as our desire to follow people and accounts that make us feel good.”
Will we witness the beginning of a social media exodus? Probably not. However, their place in our lives will likely be recalibrated. If we compare the average hours spent on social media by Quebecers in 2021 and 2022, it has significantly decreased, going from 3 hours and 33 minutes to 2 hours and 50 minutes.
- Multiplatform Identity
Following the news block on Facebook, different voices have questioned the hegemony of a few major platforms in managing online content. Solutions are emerging on the horizon:
My wish for 2024: the arrival of multiplatform avatars, suggests Rachelle Houde Simard. No more different virtual representations per social media platform, and hello to the use of “1 for all” avatars.”
The idea is enticing; however, to materialize it, different platforms would need to agree on a common usage protocol. A dossier to follow!
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