6 Social Media Trends to Watch in 2024

As we approach the end of 2024, social media has continued to evolve rapidly, with new trends shaping how brands communicate and engage with their audiences.

At Atawad, we’re here to decode the latest social media trends that have defined the year and will continue to influence the digital landscape.

Our insights will help you refine your strategies and stay ahead of the curve as we move into 2025.

1. Long-form video makes a comeback

❓ Did you know? YouTube has surpassed TikTok as the preferred social platform among younger generations (source: Precise Advertiser Report: Teens & Youth by PreciseTV/Giraffe Insights).

Long-form content is making a comeback. This shift reflects a growing interest in more elaborate, immersive storytelling. Platforms like Instagram are extending the duration of Reels, and TikTok is encouraging creators to produce longer videos.

💡 Atawad’s tip: Balance is key. While short-form content still drives quick engagement, incorporating long-form videos will allow brands to deliver more meaningful and detailed messages that resonate with audiences.

2. End of hashtags and new focus on SEO

❓ Did you know? Gen Z is increasingly using TikTok and Instagram as search engines instead of Google (source: Google’s Knowledge & Information organization via Fortune’s Brainstorm Tech, 2022).

As hashtags begin to fade, « social search » is emerging as the next big thing. Brands need to prioritize SEO principles to optimize their content for visibility across social platforms.

💡 Atawad’s tip: Adapt to the decline of hashtags by focusing on social SEO strategies. Ensure your content is searchable and relevant to platform-specific algorithms for maximum impact.

3. AI use booms, yet authenticity prevails

❓ Did you know? Discussions around AI in social media marketing have grown by 550% between 2022 and 2023 (Source: Hootsuite, Social Trends 2024).

AI has become an invaluable tool for social media marketers, but consumers’ trust in AI-generated content varies by generation. Despite the convenience AI offers, users increasingly demand authenticity from brands.

💡 Atawad’s tip: Leverage AI for efficiency, but never sacrifice the authenticity of your content. Creative and genuine storytelling still reigns supreme, and your strategy should adapt to the preferences of your target audience.

4. Smaller and stronger communities

❓ Did you know? Meta’s new initiatives, like Instagram’s broadcast channels and WhatsApp channels, have paved the way for brands to better engage with their audiences. These tools foster smaller, more engaged communities, allowing brands to meet user needs and build stronger loyalty.

💡 Atawad’s tip: Use these channels to create intimate, valuable interactions without being overly promotional. It’s about building trust and making your audience feel like part of a community.

5. Relevance over popularity

❓ Did you know? Social media platforms are increasingly focused on user experience, with algorithms now prioritizing meaningful interactions over sheer popularity. Likes and shares are less important than genuine engagement, such as personalized comments or shares with thoughtful messages.

💡 Atawad’s tip: Revisit your content strategy to emphasize quality over quantity. Meaningful, interactive content will not only foster deeper connections with your audience but also improve your overall visibility on social media.

6. User-Generated Content & Nano-Influencers

❓ Did you know? In the U.S., 81% of consumers see influencer use by brands as having no or a negative impact. In France, only a third trust influencer recommendations. (sources: The State of User Generated Content by EnTribe & “Les Réseaux Sociaux : Pour Le Meilleur Et Pour Le Pire” (Observatoire Cetelem))

To build more engaged communities, brands are moving away from large influencers and turning to nano and micro-influencers. User-generated content (UGC) from loyal customers and fans has become a powerful tool for gaining consumer trust.

💡 Atawad’s Tip: Adapt your influencer marketing strategy by identifying nano and micro-influencers who align with your brand values. Incorporating more user-generated content will help reinforce authenticity and foster deeper connections with your audience.