by Google
2024 is just a few weeks away, and in addition to preparing for the holidays, we need to start planning our approach to digital marketing for the coming year. What changes can we expect over the next 12 months?
AI will dominate 2024
Generative AI entered the mainstream in 2022. From 2022 to 2023, topics about artificial intelligence grew 550%. Those who want to succeed on social media need to jump on the AI bandwagon.
The average social media user logs in approximately once a month on seven different platforms, and keeping a brand engaged across them can be a challenge. AI can help the busy.
In 2024, organizations’ strategies will move away from being on every platform and instead choose their highest performing channels. Brands that post entertaining content will do the most good. If you're interested in more detail about investments, how AI works, and maybe some charts and numbers, you can read more here.
Facebook and other AI tools
Facebook is moving with the times and starting to integrate more artificial intelligence tools and recommendations. With the addition of more AI recommendations and tools and short, funny Reels videos to your profiles, engagement is also increasing. While fewer people are adding their own posts, the overall time spent on the app has increased.
Meta is taking inspiration from TikTok with these AI tools and humorous Reels videos to increase the amount of entertaining content. The reach of linked posts is declining as Meta prioritizes entertainment over news. Social platforms are focusing on more engaging content, making direct following of pages and profiles less important. Generative AI will play a bigger role in apps, as Mark Zuckerberg's enthusiasm suggests.
Chatbot or Avatar?
Meta has unveiled new AI celebrity-inspired chatbots for WhatsApp, Messenger and Instagram. It may seem like a cool new thing, but the fun can quickly fade. While chatbots have a future, adding celebrity voices doesn't seem to add much value.
Meta is also pushing for more interaction with 3D avatars in apps. The goal is to transport us to a metaverse where we could all meet as digital doppelgangers. In addition to avatars, we can also get ready for new animated posts and stickers!
AR glasses
Meta's Ray Ban Stories glasses and previews of its new Quest 3 VR headsets are getting positive reviews. Fully integrated AR glasses may not be commercially available next year, but Meta is trying to push for a digital companion. The latest version of the device is gaining attention from streamers, which is sure to increase its popularity. More innovations in AR and VR in 2024 will move us closer to a more realistic metaverse.
Instagram and new forms of avatars
Like Facebook, Instagram has seen a significant increase in engagement thanks to AI recommendations in the feed. The platform is also testing various forms of AI stickers, image editing tools, and generative content creation tools. This could include AI-generated images from friends, new digital collages, and in-stream visual editing tools with generated elements.
Instagram is also testing new forms of avatar stickers and is looking to engage people more through their avatars, which ties into Meta's long-term plan for the metaverse.
Snap ARES paves the way for Instagram
Snap has an opportunity in the area of real-life AR activations, such as AR displays in stores or virtual 3D products. This way you could try on an item (clothing, accessories, etc.) to see how it looks on you, or see what the couch in your living room looks like. This initiative from Snap is called ARES.
Unfortunately, costs forced Snap to back away from this project, and it is assumed that Instagram will take advantage of this gap. Meta is already developing such 3D visualization tools as part of its metaverse vision.
Pinterest and a virtual wardrobe?
Pinterest has plans to make shopping more enjoyable for us, similar to Snapchat with the ARES project. The app is now an important destination for discovery and shopping for many users, also thanks to direct cooperation with retail stores.
In the same vein, Pinterest will continue to improve its AR Try On features. Pinterest already offers tools for trying on makeup and is also experimenting with home decor. It uses advanced LiDAR processes to precisely map the space, with which you can expect to add other options, including trying on clothes. This could put Pinterest in a leading position in AR innovation for retail.
While Pinterest has not yet actively started using generative AI, it is expected to add such tools soon. Another key innovation could be a virtual wardrobe that will allow it to scan your clothes and improve recommendations based on your taste.
TikTok Experiments with Shopping
TikTok is experimenting with in-stream shopping in the Western market after encountering restrictions in Indonesia. In 2024, we can expect TikTok to focus even more on innovating in shopping behavior by integrating food delivery and local businesses into the "Nearby" stream.
TikTok also plans to strengthen AI development and expand its experiment with an AI chatbot. TikTok's parent company ByteDance is also testing such chatbots. In addition to the chatbot, TikTok is also experimenting with generative AI tools, including text-to-video translation tools and AI profile pictures. The Chinese version of TikTok has also introduced new rules for digital avatars, which could also affect digital content trends.
Ads in DMs
Social media is moving towards messaging, and as a result, every app is working to emphasize DM features and trying to find ways to help brands leverage new monetization avenues.
Meta has seen strong results with its “Click to Message” ads, and Snap will be looking to find similar options that leverage the DM trend. This could be a significant opportunity for marketers.
Bitmoji Character Development
Bitmoji characters are a hit and could be a key entry point into the new digital era for Snap. People are already used to their digital selves, so if Snap were to merge with Meta, people would have a whole new metaverse experience. We expect Snap to refine 3D Bitmoji characters, which can be used to demonstrate products, represent users in games or social environments.
