Social Media Trends

Social media has become a huge driver in brand discovery and online shopping, with 78% of internet users using social media as their primary source when looking for more information on brands Use these trends to shape your social advertising strategy in 2024

It’s no secret that Gen Z loves social media they spend the most time per day on social media of any generation, heavily using video-based platforms After all, Gen Z is the first generation to grow up entirely in the digital social age According to GWI Survey Data pulled on July 25, 2023, Instagram was the #1 service Gen Z respondents reported using, followed by TikTok (#2) and Snapchat (#3)

Despite the popularity of Instagram, however, TikTok will offer several advantages to advertisers over this Meta platform in 2024 eMarketer explains that Gen Z remains hard to reach outside of TikTok because TikTok offers many more ad formats than Instagram Reels Also, it’s harder to use creators in Instagram Reels ads

Moreover, Snapchat daily user time is predicted to decrease in 2024

Why is TikTok so popular with Gen Z? It not only provides Gen Z viewers with instant gratification in the form of short-form, “snackable” video content, but also individualized entertainment and content that is based on the algorithm’s interpretation of their digital footprint

48.5%

The number of surveyed Gen Z respondents who reported using TikTok more than once per day

Source: GWI

Per the aforementioned GWI Survey, millennials reported spending the most time using Facebook (54 5%) and Instagram (44 8%) in July 2023 This trend will likely continue in 2024, though Facebook usage is predicted to plateau, while the number of Instagram users will continue to grow

Also, don’t forget about TikTok At 28 2%, TikTok was the third-most-used service millennials reported that they used Looking into 2026, TikTok is expected to continue increasing the number of users within the platform While Gen Z spends the most time on video-based platforms, short-form videos are increasing in popularity across all demographics and platforms including with millennials

Even though TikTok usage is predicted to grow, there’s one caveat to keep in mind for your 2024 advertising strategy: TikTok bans Their largest competitor in the coming year(s) will not be another platform, but the U S government

With more states fully or partially banning TikTok and the U S Congress approving a motion to ban TikTok, audiences in your target markets may have more limited access to TikTok, if even at all

Therefore, it’s important to keep tabs on current legislation and adjust your strategy, looking at diversifying to other social media platforms whether existing or up-andcoming ones like Threads as more bans take place

44.8%

The number of surveyed millennial respondents who reported using Instagram more than once per day

Source: GWI

28.2%

The number of surveyed millennial respondents who reported using TikTok more than once per day

Source: GWI