Social Media Matters: Top Trends in 2023, What's Next in 2024
Doctors moonlighting as influencers, celebrities endorsing health products and AI social bots working around the clock.
According to Hootsuite, the latest social media trends report documents which trends are sure to emerge in 2024, depending on the insights provided by the world’s leading marketers and consumer industry. The report also included some major areas of concern as well as the opportunities up for grabs that continue to cause a stir in the sector.
One big unknown is Artificial Intelligence (AI). The AI space continues to evolve and some of the next level leading approaches to social media are involving generative AI use and how customers see the brand from the start.
With the growing trends linked to AI, it makes sense as to why many have high hopes attached to AI with experts viewing it to get even bigger in 2024.
The learning curve is going to be difficult in a polarizing, Flat Earth v. Round Earth way. Everyone’s an expert in today’s world of social media. Especially the AI Robot.
This is going to create an environment where the company will have a greater chance of reach while clients have more hesitation and trust issues regarding the company.
It’s a new numbers game and sales cycle.
Here are 5 Trends from 2023 that are expected to grow in 2024 according to Hootsuite.
Doctors As Influencers
A recent Hootsuite social trends presentation focused on healthcare revealed that a significant majority of Gen Z use social media platforms like TikTok and LinkedIn to look up health-related information.
Using a mix of medical, personal, and trendy posts—doctors on TikTok have gained millions of followers each; verified account or not.
Some companies, like acne treatment Differin, utilize these doctors to answer FAQs to elevate trust and bring relatability to their product. Hootsuite also predicts that LinkedIn will become the new healthcare hub of social media.
In the world of oil and gas you will more than likely see Drs becoming the new face of company social media posts.
Celebrity Endorsement
Though the mask mandates have lifted, and the social distancing floor stickers have faded, COVID vaccine makers like Pfizer have turned to celebs like Martha Stewart, Michael Phelps, Travis Kelce and more to leverage their followings to encourage people to get their COVID vaccine and boosters.
Other notable campaigns include Apellis’ Syforve being promoted by ‘The Fonz’ himself—Henry Winkler—and Lady Gaga taking center stage on behalf of migraine medication, Nurtec ODT.
The oil and gas industry has yet to enter into the celebrity endorsement space. Some believe Hollywood will not support the industry due to all the A-List Protestors, while others see how new engagement with the youth could be very fruitful.
Artificial intelligence/Generative AI
The Hootsuite presentation also noted the industry is planning to utilize artificial intelligence (AI) more across the board. Beyond the ability to edit images and gather inspiration, pharma companies are also utilizing AI for customer support activities.
The good news?
The main reason organizations are embracing AI is to reduce staff workload, not replace employees. Consumers have expressed that they would be wary and untrusting of content created with AI, furthering the need for the human touch on campaigns.
Weight loss
Interestingly enough Big Pharma hasn’t had to do much to make a craze over anti-obesity/appetite suppressing drugs. Jimmy Kimmel even included a joke in his monologue at the Oscars.
Kimmel was onto something as many celebrities have cited the assistance of drugs like Ozempic, Wegovy, and Jardiance as part of their weight loss journey successes—even if those medications were created for something like diabetes care.
The hype has caused a significant increase in ad spend, nearly $500 million according to CNBC.
This is going to no doubt impact the human resources department in some shape or form.
Moving away from Twitter/X
With so much drama surrounding Twitter/X and Elon Musk, many companies have closed their wallets when it comes to ad spend on the platform. Always the more sarcastic and snarky platform, Twitter/X has become a place that some consider childish and unprofessional. This irony behind this attitude seems to be rooted with the idea that X/Twitter is now a place where anyone can be verified and post whatever they please.
Meta’s retort Threads hasn’t been proven popular enough to earn a vote of confidence, or significant dollars yet. Healthcare organizations have the most confidence in the ROI they’ll get from LinkedIn, Instagram, and Facebook.
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