It’s got to be original content and being authentic, even if its not polished. That’s what I was thinking even before Bari, Jayde, and Josh supported it as well. Particularly with the rise of AI, having content that feels genuine and real is so key. The content that is working best for us right now is good old fashioned advice delivered by our staff from their own devices, not polished and scripted in a studio. 

Influencer economy will be something that has a big effect on future social strategies. Whether it’s using influencers to promote a product or leaning into them just to create authentic media for you native channels; brands will need other people to sell/promote their products for them. We can no longer toot our own whistle and expect to see an increase in sales and awareness.

But something that’s worth considering is that with all these brands using influencers for promotion, will there be an influencer burnout? Possibly. That’s when the onus will be on the social media manager to ensure the folks you chose to partner with can speak about the product in a way that it resonates with their audience.

I think vulnerability and not being afraid to be show the ‘other side’ of things. So much social media content is so carefully curated and only showing the very glamorous/positive parts of a brand. While you do not want to promote negative things about your brand, some of my favorite brands and creators address issues head or show the “real” side of things. 

We have plateaued with well-polished, overly corporate messaging and there will be a desire to engage with I think there will be a push back to authentic and “raw” content. That, in addition to more localized “micro” influencers will be a large push in the near future. 

I like the focus on the “social” part of “social media” and the reminder that we’re talking to real people who want to hear from authentic voices.

I also like the reminder that you have to not be burnt out in order to post authentically, even if that means scaling back the number of times you post. 

As the panel said be authentic and be real! Stay away from extremely polished content people want to see something they could relate to. Awesome webinar!  

Being authentic and not always having to jump on every trend. I think there is so much pressure from our clients to go ‘viral’ that was try everything just to show them what will actually work for them. 

I think it really is a shift from thinking about long-form first to social first. A lot of brands/agencies don’t put social and paid media first and instead come up with a longer commercial that never gets as many views as you’d like. The shift will be quick, informative stories shot for social (we’re talking 1 shoot with 10-15 different assets/stories). Even if there’s a celeb involved, we should be shooting for a variety of stories from them so we can break them up in different ways to use on all channels. No video should be over 30 seconds and contracts should reflect that so talent is aligned.

This will also allow for better cutdowns that are more thoughtful vs just straight pulling from the main video (losing the story). Pepperidge Farm did this really well with Hannah Wadingham.

Agree with so many above - polished content is going away vs. the rise of lo-fi content and with AI coming into play, it is all about authenticity and transparency and focusing on real people whether that be your team members, customers/fans, etc. Quality (and by that I mean, being REAL) over everything - quantity, trends, algorithm changes.

The future of social media will be shaped by a focus on authentic and relatable content that resonates with target audiences through organic storytelling and lofi content. By balancing creativity and data-driven strategies, leveraging creators and influencers to amplify reach while staying true to brand and influencer core identity. Trends will help complement, but not define, the overall strategy, with an emphasis on building strong community engagement. AI can be used as a brainstorming tool, but the human element will remain key to fostering meaningful connections.

It’s clear that what appeals to audiences across all industries is authenticity and relatability. This has clearly evolved over time, as people aren’t sharing #relatablememes as much as they did in 2014. But, there still is a demand to pull back the curtain on brands, creators and corporations and that ties into what engages the best online.

While trends are a critical part in building a relatable presence online, it isn’t everything. What is important, is going with the flow of popularity while also staying true to your brand’s aesthetic and tone. 

I think that people want to see what is real. So seeing the expertise of your brand but also the human side of a brand. On Tiktok, for example, you can see people realizing more and more that there are people behind the brand, especially with commenting. It’s making it more fun to engage with a brand knowing that you aren’t just talking to a logo.

Authenticity! With all of the influencers  putting content out there I think viewers are more skeptical as to whether someone genuinely loves a product, place or thing or is just being paid to do so. The second someone questions your authenticity, you’re no longer trusted and your brand (or you) loses credibility.

The most crucial trend shaping the future of social media is a deep understanding of the audience, as it forms the foundation for all successful strategies. Creating a strategy that caters specifically to the interests, preferences, and behaviors of the audience ensures that content resonates on a personal level, driving engagement and loyalty. It's not just about producing generic posts; it's about crafting relatable content that reflects the audience's consumer habits, lifestyle, and values. When brands connect with users by speaking directly to their experiences and needs, it elevates the overall social media experience from mere interaction to a meaningful relationship, leading to long-term growth and influence.

I think repurposing content will be a bigger strategy moving forward. This could be essentially true for organizations with lower budgets, smaller social media teams (hi, team of one here!) and stretching out that dollar as far as possible.  

I wish we could have heard more about AI beyond just the platitudes of “I don’t use it’ or “I use it for brainstorming.” I would be interested in a AI tangible strategies chat in the future. 

The most important trend will be User Generated Content/Influencer content. The State of Influencer Marketing 2024: Benchmark Report predicts the industry is set to surge 33% to $24 billion by the end of 2024.

Authenticity and real stories take center stage!

One of the most exciting trends shaping the future of social media is the meteoric rise of authenticity in content creation. As audiences become increasingly savvy and discerning, they’re turning their backs on the glossy, overly polished narratives that once dominated the scene. Instead, they crave genuine, relatable experiences that reflect real-life stories, challenges, and triumphs. This shift is all about transparency and emotional connection—consumers want to feel something when they engage with a brand. In a digital landscape that often feels overcrowded, authenticity isn’t just a buzzword; it’s a game-changer. It fosters trust and creates vibrant communities where users not only consume content but also contribute their own voices. Picture this: your followers sharing their experiences and becoming passionate advocates for your brand. This trend will likely lead to an explosion of user-generated content, making everyone feel like they have a seat at the table. Ultimately, the brands and creators who lean into authenticity will shine brighter than ever, building lasting connections and navigating the ever-evolving expectations of their audiences. It's not just about standing out; it’s about creating a movement where real stories take center stage!

I absolutely agree with the responses that include GenAI content and authentic messaging. Both of these factors are very important now and in the future - and balancing the risks and rewards of both will be the struggle social media professionals will have for a while.

Beyond these, though, short-form video content has had a big impact on platforms like YouTube, Instagram, and of course, TikTok. It’s a strong fit for brands and influencers, and appeals to viewers who want snackable, more quickly-created original or response content (which can make a big impact in growth and reach, with a little help from the algorithms). I see no reason why short-form video won’t continue to grow across platforms as both a trend and strategy.  

I think it’ll be important to merge authenticity and influencers together. I’ve been introducing influencer partnerships within my organization for the first time and I’m going after partnerships with people who already love our brand - not paying someone with 1M followers to post just to get the awareness. People are getting wise to how many paid partnerships influencers do with brands and are very intentional about their purchasing decisions, especially younger generations. We should be tapping into the people who are already bought in and genuinely want to help the brand grow and succeed because of the impact it’s made on them.

I also think that tapping into the behind the scenes (like office culture) will only continue to grow on social. People like to see how things get made. Even if it’s just the camaraderie in the office - it’s relatable and humanizes a brand.

I think the most important strategy right now is going back to basics: thinking about what “needs” to be posted. Gone are the days of obligatory holiday posts with a polished, corporate graphic. Now, it’s all about audience-first, community-building content. It requires almost a hard reset with brand identity, and I think it’s something we need to think about a lot more moving forward!

I’m also interested in understanding how to market for specific kinds of companies. Government vs private vs start up. Would love to hear more about what tactics and strategies work. I think of the things discussed, while very meaningful, cannot apply to a large government entity. 

After our exciting panel discussion, we want to hear from YOU!

What’s the most important trend or strategy you think will shape the future of social media?

Share your insights for a chance to win one of two amazing prize bundles! Here’s what’s up for grabs:

• First Prize Package: Arboretum tote, Arboretum water bottle notebook, Conversations That Connect by Brooke Sellas, Moleskin pen, and Arboretum planter.
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The giveaway is open from 9:30 AM on October 24, 2024, until 11:59 PM on Monday, October 28, 2024. Two lucky winners will be randomly selected, so don’t miss your chance! Jump into the conversation and let’s talk about the future of social media! Contest terms and conditions are here.

 

 

 

Definitely cell phone or user submitted content! Users want something they can relate to. Not everything has to be polished and shot with a professional camera. Anything that’s short and sweet will touch home for many people (and the algorithms)

Virtual reality and augmented reality are a long term trend that could change the way we create, distribute and share social media. Both the social media public and pros would be affected by a big tech shift like that.