The Top Social Media Trends of 2024

Team IZEA just released our list of top trends for 2024. For creators or marketers looking for ways to strategize content for 2024, we have curated a list that explores the top trends steering the course of social media and influencer marketing this year.

On-platform shopping rises

One trend that takes center stage in 2024 is the rise of on-platform shopping and social commerce. As digital platforms seamlessly integrate into our lives, the convergence of social media and e-commerce has become increasingly significant. Social shopping allows users to purchase items directly from their feeds. On average, people spend hours on social media, so businesses now can meet buyers where they are through social commerce. Users, in turn, can proactively explore products using hashtags and dedicated shop tabs. 

Major social platforms like TikTok and Instagram have embraced this trend, incorporating in-app shopping features. According to data from Statista, an estimated 106.8 million social buyers in the United States alone highlights the substantial impact of this growing landscape.

On-platform shopping best practices

• Provide a seamless transition from browsing to buying: Create an easy shopping experience by ensuring the switch from browsing to buying is convenient for users.
• Leverage influencer marketing and user-generated content: Elevate your social commerce efforts by integrating influencer and user-generated content. Collaborate with content creators and influencers to share authentic content that resonates with your audience.
• Utilize IZEA resources for shoppable content: Through our Solution Partners, we offer Click2Cart, a one-click, direct-to-cart shopping experience for social media. By clicking on a post, users will be directed to a retailer’s website with a pre-populated cart, streamlining the path to purchase.

Shift to social search

Social media users have shifted from traditional search engines to social media for their information needs. Insider Intelligence found that individuals aged 16-34 predominantly utilize social networks as their primary channels for brand research. This transition is fueled by the rising prominence of social search, where users actively seek relevant information through interactive content rather than traditional text-heavy web pages.

From an influencer marketing standpoint, brands can work with influencers to create content to build brand discoverability in social search. Activating influencers to create captivating and informative content becomes crucial in effectively meeting consumers where they actively search for information online. The growth of social search, particularly among the Gen Z and millennial demographics, emphasizes the importance of trust, authenticity, and engagement in influencer marketing. Notably, 43% of U.S. Gen Z adults start their product searches on TikTok, emphasizing the impact and reach of social search in shaping consumer behaviors.

In a campaign for Bondi Sands, IZEA recruited influencers, such as beauty influencer Peyton Smith, to create informative content to meet consumers where they’re searching for information online.

Social search best practices

• Scale content production: Ensure high rankings for key search terms on social media by consistently producing content at scale. A mapped-out content strategy increases visibility, making your brand more discoverable.
• Prioritize authenticity and value: Communicate the value of your product or service to your audience and curate authentic content that resonates with them.

Influencers play a key role: Influencers serve as a cost-effective solution for maintaining a scalable content production strategy. They also play a role in enhancing brand visibility to reach a broader audience.

Incorporating AI technology 

AI technology has become an innovative tool for content creation. In our Influencing AI, IZEA found when asked if they use AI daily, 66.8% of social media influencers said that they do, compared with 21.6% of regular social media users. There are many ways creators can use AI to streamline their processes, such as idea generation, content personalization, streamlining research and making content more accessible. 

One way marketers and influencers can utilize AI to collab is with FormAI Mixers. With Mixers, izea.com subscribers can train AI models on faces, objects and art styles. Creators can now share their AI-trained digital likenesses with other creators, their talent management, or brands. Brands can share a digital representation of a product or aesthetic with creators. 

While AI-generated content may still need universal consumer acceptance, transparency remains vital. One effective strategy is disclosure, which can significantly deter potential backlash. According to our survey, 86% of all respondents believe that AI-generated content should be accompanied by clear disclosure, reinforcing the importance of transparency in this rapidly advancing digital era.

AI technology best practices 

• Experiment with AI: The landscape of AI technology is constantly evolving, providing creators and brands with many possibilities. Start experimenting to discover what works best for your specific campaign needs.
• Use AI for campaign planning: Integrate AI tools into your campaign planning process to enhance brainstorming and content production efficiency. AI can streamline tasks, offering insights and solutions that contribute to more effective and impactful campaigns.
• Use disclosure: As you incorporate AI into your influencer marketing strategies, hold discussions within your team regarding the disclosure of AI usage. Transparent communication with your audience about the integration of AI ensures ethical practices and builds trust.

Leveraging user-generated content (UGC)

User-generated content (UGC) serves as a powerful force in digital marketing. It’s content created by individuals specifically for brands and shared on online social platforms. This form of content plays a role in influencing engagement and increasing conversions. Influencers, in particular, wield significant influence in fostering and encouraging UGC, amplifying its impact by creating authentic connections with their followers. TINT found that most consumers would prefer to see real photos of customers versus stock photos. 

Moreover, UGC contributes significantly to community building for brands. When consumers encounter UGC or see their own content being shared by a brand, a sense of belonging to a community with shared values and interests is created. This fosters a stronger brand-consumer relationship and enhances the overall community experience.

UGC is also beneficial for website SEO. Introducing diverse keywords and phrases builds a brand’s authenticity and search visibility. The impact of UGC, ranging from authentic engagement to enhanced SEO, reinforces its status as a valuable trend to embrace in the digital marketing landscape.

Influencers jumped in and created their own content for the “Hi Barbie” trending sound on TikTok, further promoting the Barbie movie and creating a community among its audience. 

User-generated content best practices 

• UGC in influencer marketing: Integrate UGC into your influencer marketing strategies as an authentic point of connection to your audience. 
• Cultivate engagement and brand loyalty: Use UGC to help drive engagement among consumers and can contribute to building lasting relationships with your audience. 
• Optimize on-platform SEO:. Utilize social search, influencer marketing and UGC content to effectively index across a broad range of keywords and phrases on social media platforms.