We are heading towards the end of 2023 – time to look at the coming year and its trends. “We always like to take a look into the crystal ball,” says social media marketing expert Ann-Katrin Schmitz. At the Baby-got-Business-Conference 2023 she presented the trends for social media and influencer marketing in the coming year.
“Social media now also has a dark face,” says Schmitz. She is worried about the developments that will be seen on social media platforms this year due to artificial intelligence. Deepfakes – for example the one from the “AI booth” Midjourney of the Pope in Balenciaga clothing – make it harder to recognize what is real. This makes trust an even more important factor: users have to show this to brands and creators in order to follow them. They should be aware of that. In order to gain trust, it is important to handle the content on the platforms sensitively, especially news.
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Community building with closed spaces
Community formation was already a trend in 2023 and it will stay that way in 2024. Communication has increasingly shifted to closed spaces, for example on Instagram via broadcast. People are willing to pay for closed groups. Schmitz’ big recommendation is to use Whatsapp channels. Among other things, exclusive discount codes could be shared in these.
Platforms and algorithms would change: people would be less and less in the foreground, but the content would take on more weight. This is difficult for brands. A solution: Niches should be filled so that the community can be won over on a topic that interests them.
“The entire media industry is now somehow active on Linkedin,” says Schmitz: Classic lifestyle influencers are also becoming increasingly popular on the platform. It could be exciting for brands to advertise there as the business platform grows. Classic influencer marketing could potentially fit the business platform.
According to studies, the optimal podcast length would be 26 minutes – this length also works well in your own experience. And here too: niche trends! Podcasts should also cover topics. Also: Video is the reach lever. In order for podcasts to gain reach, video advertising is essential for them.
What should creators and brands consider?
One trend that Meta has fueled in the USA is AI accounts of celebrities. Schmitz gives as an example Billie: This is the AI double of model Kendall Jenner. Users can chat with this; there are similar accounts for Paris Hilton and Snoop Dog. The accounts can bring stronger and more personal interaction with fans, giving celebrities a second identity. Creators and brands can use this development for themselves: for example, by creating corporate influencers themselves, using the technology in community management and customer service, or turning it into a “24/7 content machine”.
According to Schmitz, brands should live more quickly on their social media channels; a positive example is the Duolingo account on Instagram. In addition, humor and self-irony will play an increasingly larger role in social media in the coming year, as will holistic influencer marketing.
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2023-12-28 12:43:33
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