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Unveiling The Social Media Landscape of 2024: What Marketers Should Expect

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In the ever-evolving world of social media, 2024 is set to witness a profound transformation, marked by shifts in user behavior, emerging technologies, and innovative marketing strategies. As marketers gear up to navigate this dynamic landscape, the predictions from MarTech shed light on the opportunities and challenges that lie ahead. Let's delve into the anticipated trends that will shape social media in the coming year.

Social Media Engagement: The Tug of War Continues:

A critical question lingers: Are consumers growing disenchanted with social media? Despite potential concerns, marketers are poised to maintain their commitment to engaging audiences through both advertising and organic social campaigns. The social media space continues to diversify, fueled by the surge in user-generated content inspired by platforms like TikTok. Additionally, social commerce is offering new avenues for consumers to explore and brands to leverage.

The Potential Exodus: Will Users Opt Out?

While concerns about consumer disinterest in social media are evident, particularly amid increasing vitriol and conspiracy theories, the predicted mass abandonment seems unlikely. Gartner's projection of 50% of consumers potentially limiting their interactions with social media by 2025 raises questions about the future landscape. However, analysts suggest a more realistic scenario involves a minimization of engagement rather than a complete exodus.


If consumer apathy does take root, YouTube stands out as a potential refuge. Gartner data reveals that consumers are more accepting of advertising on YouTube, with 31% expressing openness to it. The platform's focus on entertaining and educational content aligns with user preferences, making it a potentially more enduring space amid a general downturn in social media engagement.

Social Media Advertising Fatigue: Challenges and Shifts:

Ad fatigue remains a persistent challenge for marketers on social media. Gartner's consumer data indicates a rise in total ad avoidance, increasing from 20% to 33% between 2021 and 2023. If marketers observe drops in engagement, the coming year might witness a shift towards other digital channels, such as digital video, streaming, and SEO investment.

Social Media's Vital Role in Brand-to-Consumer Interaction:

Despite potential ad fatigue and brand safety concerns, social media is expected to remain a top digital media investment for brands. The evolving landscape, driven by platform fragmentation, emerging technologies like genAI, and shifting consumer behaviors, positions social media as the nexus of brand-to-consumer interaction. Marketers are urged to recognize and harness this shift, emphasizing engagement, relevance, and delivering value in exchange for valuable consumer data.

Short-Form Organic Content Dominance: TikTok's Paradigm Shift:

The rise of short-form organic content, particularly on TikTok, has ushered in a paradigm shift in social media engagement. Established and newcomer brands alike are presented with new opportunities to connect with audiences. By integrating social within the overall marketing strategy, brands can leverage diverse platforms' unique strengths, ensuring a cohesive and effective marketing presence through memorable and resonant creative content.

Smaller Communities and Audience Focus:

Amidst the vastness of the internet, the trend of carving out smaller, more manageable community spaces is gaining momentum. Marketers in 2024 will prioritize better understanding and prioritizing audience segments, gaining insights into audience content preferences, and hiring specialized staff for audience development on social platforms.

Social VR and Gaming Experiences:

The advent of Social VR is anticipated to establish a core audience, offering brands opportunities to engage with audiences in-experience. While sales of VR and AR hardware experienced a dip in 2023, the anticipated release of Apple's Vision Pro headset signals potential growth. Brands can explore partnerships with platforms as early adopters in the evolving landscape of Social VR and gaming experiences.

Social Commerce: Opportunities and Challenges:

TikTok's foray into social commerce in 2023 marked a significant development, following in the footsteps of platforms like Instagram. However, consumer adoption of social commerce remains a challenge. Gartner's data indicates that adoption has remained flat over the last two years, down from 2021. Shoppable ads are yet to gain widespread traction, with consumer experiences often redirecting towards more trusted pathways, such as conventional search engines and retail media networks.


As we step into 2024, social media's evolution promises a multifaceted landscape, encompassing challenges and exciting opportunities. Marketers must remain agile, adapting strategies to navigate changing consumer behaviors and emerging technologies. Whether it's the potential exodus, the enduring appeal of YouTube, or the rise of Social VR, 2024 beckons a year of innovation, adaptation, and strategic prowess in the realm of social media marketing.

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