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 await us over the next 12 months?
AI will rule 2024
Generative AI has entered the mainstream in 2022. From 2022 to 2023, AI topics have increased by 550%. Those who want to succeed on social media must jump on the AI bandwagon.
The average social media user logs in about once a month on seven different platforms, and maintaining brand awareness everywhere can be a challenge. AI in this case can be a help for the busy.
In 2024, organizations' strategies will shift away from being on every platform and instead choose their best performing channels. Brands that publishentertaining content will do best. If you are more interested in investments, how AI works and maybe some graphs and numbers, then read more here.
Facebook and other AI tools
Facebook is moving with the times and is starting to integrate more AI tools and recommendations. As more AI recommendations and tools and short, funny Reels videos are added to your profiles, engagement increases. . Although fewer people are adding their own posts, total time spent extended in the application.
Meta takes inspiration from TikTok with these AI tools and funny Reels videos, trying to increase the amount of entertaining content. The reach of link posts is declining, as Meta favors entertainment over news. Social platforms focus on more engaging content, so directly following pages and profiles is less important. Generative AI will play a more prominent role in applications than Mark Zuckerberg's enthusiasm suggests.
Chatbot or Avatar?
Meta Introduces New AI celebrity-inspired chatbots for WhatsApp, Messenger and Instagram. It may seem like a great novelty, but the fun can wear off quickly. While chatbots have a future, adding celebrity voices doesn't seem to add much value.
Meta also seeks greater interaction with 3D avatars in applications. The goal is to transport us to a metaverse where we could all meet as digital doppelgangers. In addition to avatars, we can also prepare for new animated posts and stickers!
AR Glasses
Meta's Ray Ban Stories and previews of the new Quest 3 VR kits 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 gets the attention of streamers, which certainly increases its popularity. More innovations in AR and VR in 2024 will move us closer to a more real metaverse.
source: SocialMediaToday
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 can include shared AI 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 seeks 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 real-life AR activation, such as in-store AR displays or virtual 3D products. In this way, you would be able to test how the item (clothing, accessories...) looks on you, or you would see how the couch looks in your living room. This Snap initiative is called ARES.
Unfortunately, the cost has forced Snap to back away from this project, and Instagram is expected to take advantage of this loophole. Meta is already developing such tools for 3D imaging as part of its metaverse of vision.
Pinterest and a virtual wardrobe?
Pinterest has plans to make shopping easier for us, similar to Snapchat with the ARES project. The app is now an important discovery and shopping destination for many users, thanks to direct partnerships with retail stores.
In the same spirit, Pinterest will continue to improve the AR Try On elements. Pinterest already offers tools for try-on makeup and is also experimenting with decorations for households. To do this, it uses advanced LiDAR processes to accurately map space, with which you can expect to add more options, including trying on clothes. This could see Pinterest play a leading role in AR innovation for retail.
Although Pinterest has not yet actively used generative artificial intelligence, it is expected to add such tools soon. Another key innovation could be a virtual wardrobe, which will allow you to scan your clothes and improve recommendations based on your tastes.
TikTok Experiments With Shopping
TikTok is experimenting with in-stream purchases in the western market because it ran into restrictions in Indonesia. In 2024, we can expect TikTok to focus even more on innovation in shopping behavior by integrating food delivery and local businesses into the "Nearby" stream.
TikTok also plans to strengthen AI development and expand its AI chatbot experiment. Such Chatbots are already being tested by ByteDance, the parent company of TikTok. In addition to the chatbot, TikTok is also experimenting with generative AI tools, including text-to-video tools and AI profile pictures. The Chinese version of TikTok has also introduced new rules for digital avatars, which may also affect trends in digital content.
Ads in DMs
Social media is shifting towards messaging, and as a result, every app is working to emphasize DM features and trying to find ways to help brands tap into new ways of monetization.
Meta sees strong results with its ads "Click Message" and Snap will look to find similar opportunities that build on the DM trend. This could be a significant opportunity for traders.
Bitmoji Character Development
Bitmoji characters are a hit and could be a key entry for Snap into the new digital era. People are already used to their digital selves, so if Snap were to team up with Meta, people would have a whole new metaverse experience. We expect Snap to perfect 3D Bitmoji characters that can be used to showcase products, represent users in games or social environments.
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