Social media marketing: what to expect in 2024

Social media marketing: what to expect in 2024?

It is almost impossible to separate social media from our daily lives. As for the marketing landscape, social media has become vitally important.

In recent years, one of the most dynamic and exponentially growing areas of marketing has been social media. New platforms are emerging, algorithms are constantly changing along with marketing equations, and existing platforms are fading or changing dramatically, surprising both users and marketers. Social media marketing is evolving and surprising us at every nook and cranny.

So we know for sure that whatever 2024 brings will be exciting, with plenty of surprises. A new year is always full of surprises, but let’s disclose some of those here. In this article, we are going to discuss what we could expect from social media marketing in 2024.

The use of AI

In 2024, artificial intelligence (AI) is expected to revolutionise social media marketing by providing unparalleled personalisation for users. AI algorithms analyse user data to deliver content that is specifically tailored for them, according to their preferences and behaviour patterns. This level of customisation not only increases user engagement but also improves the effectiveness of marketing campaigns.

Brands that use AI in their social media marketing campaigns can expect significant increases in user interaction as their content becomes more relevant and appealing to each individual audience member because of the exceptional personalisation. TikTok, Facebook, and Instagram are excellent examples of using AI to personalise the user experience by displaying related content based on the user’s history and interests.

Integrated shopping features

The seamless integration of e-commerce with social media platforms is expected to grow in 2024, making it easy for users to buy products directly from their social media apps. Integrating shopping features into social media is transforming it into a vibrant marketplace, especially with platforms like Facebook, which have already upgraded their features and transformed their platform seamlessly to incorporate this setting.

Businesses should optimise their profiles for seamless shopping experiences, including shoppable posts and simplified checkout processes, to stay on top of their game. Social media marketers are sharing reports of engaging results of direct selling through social media apps, highlighting the growth of social commerce. By 2024, social commerce will become an integral part of social media marketing for brands to meet evolving consumer shopping habits.

Evolving platforms

The number of social media platforms is increasing, and the users of those platforms are contrasting and alike in different ways. What works for users on one platform might not work for others. Social media platforms, including Facebook, Twitter, Pinterest, Instagram, TikTok, LinkedIn, Snapchat, YouTube, and WhatsApp, are used for marketing, but the differences in audience and response among each of these are causing big brands to prioritise certain platforms and leave those that don’t meet their strategic and ROI expectations.

 This shift in social media usage is causing brands to audit their social media presence and reflect on their purpose for being there, and this will lead to a major shift in the social media landscape, with some platforms gaining and others losing. By understanding and reaching customers through the most effective mediums, businesses can better understand their customers and adapt their strategies according to this data.


UGC is user-generated content, and it is gaining value for brands and businesses as it encourages customers to share experiences with their products or services. This authentic and relatable content has a conversion rate exceeding the average by 102.4%. Brands that are using UGC on social media to add authenticity to their marketing make their customers feel valued, which increases loyalty and trust in the brand. UGC is going to expand and continue to transform the social media marketing game in 2024.


In 2024, small influencers are going to be crucial in the marketing arena. These influencers have smaller but more engaged followings, which results in increased audience trust and conversion rates. Collaboration with these small influencers will enable brands and businesses to penetrate niche markets and target highly relevant audiences. Sharp and result-oriented marketing through these influencers is going to grow in 2024.

Augmented reality (AR)

Augmented reality (AR) is transforming social media marketing by enabling interactive experiences, virtual try-ons, and interactive advertisements for users. Brands and businesses are using augmented reality to increase customer engagement and display their products and services, making it an important tool for generating effective marketing experiences that stand out in a competitive market in 2024.

Privacy and security

We are constantly hearing worries about breaches of privacy, especially in the digital world and social media. Brands must prioritise openness and security in social media marketing to achieve customer confidence and loyalty. Consumers want brands and businesses to respect their online presence, and striking a balance between personalised marketing and data security will be critical for establishing and maintaining a positive brand image in 2024.

Voice search optimisation

In 2024, voice search optimisation will play a significant role in digital marketing, utilising voice assistants like Siri, Alexa, and Google Assistant to optimise content for internet searches, and this will include understanding how people speak when using voice search, using natural language, long-tail keywords, and question-based phrases in the content.

Interest of users vs. brand content

Many surveys find a large gap between brand content and customer interests. Consumers want entertainment and relaxation, while marketers prioritise ROI. Content that comes off as too much self-promotion is also not entertaining for users. In 2024, brands and businesses should adjust their content strategy to add value through relevant and interesting content. Striking a balance between entertaining content and ROI expectations will lead to long-term success.


In conclusion, 2024 will be a huge year for social media marketing and digital marketing in general.

Are you looking for marketing experts to help you elevate your business to new heights this new year?

If yes, choose the best digital marketing agency in Dubai!

A strong online presence is essential for your business to thrive, and the relevance of digital marketing is always on the rise. So choosing the right marketing partner can make a big difference in the way your business grows in the future. We are committed to delivering the best marketing solutions and the newest strategies to make your brand visible to your consumers. Our team of industry experts with years of experience and talented professionals works together to bring the best results out of our campaigns and strategies, which makes us one of the most dedicated social media marketing agencies in Dubai.

So if you are seeking success, contact us, because we might have the map to guide you there!

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