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In 2024, social will move from being a siloed, ancillary tactic to a core part of the marketing mix. And as more companies recognize the value of culture and community in driving conversions, creators will also shape more marketing plans.
The continued legitimization of social media and the creator economy is showing up in many ways. Brands from Pizza Hut to Rolls-Royce have recently appointed social agencies of record, and nearly every marketer is working to better incorporate social and creators into their 2024 strategies.
Social media fragmentation will complicate marketers’ approach. Not only is there a growing set of platforms for marketers to pay attention to, but individual user experiences on each platform have also become increasingly unique thanks to AI-powered algorithms that serve relevant content tailored to each user (i.e., what’s “viral” for me, may not be “viral” for you). That means marketers must have a keen understanding of both platform audiences and the smaller communities within those apps.
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2024 trend watch: Social media will have a bigger seat at the marketing strategy table – eMarketer
