In the fast-paced world of social media, change is the only constant. In 2024, there have been notable shifts, with major platforms such as Instagram, YouTube, LinkedIn, and TikTok undergoing significant algorithm updates in response to changes in how people use social media and the rapid rise of AI.
These changes are transforming the way we approach our strategies. The once-dominant tactics are no longer enough to guarantee success. It’s time to rethink our marketing approach.
Let’s take a look at some of the key trends that have shaped social media in 2024, and how brands can navigate these changes to stay ahead of the curve in 2025.
The Rise of Original Content and the Decline of External Links
One of the most significant trends of 2024 has been the increasing emphasis on original content and the decline of external links. Platforms like LinkedIn and Meta have taken a definitive stance against external content, deprioritising posts that include links and shifting focus away from external sources.
This shift has had a profound impact on brands, with many experiencing a decline in organic reach and engagement – not to mention a hit on traffic to key landing pages from organic social.
To combat this, brands have to focus on creating high-quality, original content that resonates with their audience.
The Dominance of Instagram and TikTok
Instagram and TikTok have emerged as the dominant platforms for content discovery and engagement. Both platforms have implemented significant algorithm updates that prioritise original content and meaningful interactions.
TikTok rewards videos that offer new perspectives or formats. As the platform experiments with longer video formats, content that maintains viewer engagement throughout its duration is given a visibility boost. This means brands need to be more creative and original in their approach to stand out in a crowded space.
On Instagram, the shift towards Reels as the dominant content format continues and looks set to stay. This has led to Reels becoming the go-to format for brands looking to maximise reach and engagement. In addition to Reels, Instagram’s algorithm has been updated to prioritise content that drives meaningful interactions – such as comments, shares, and saves – over simple likes.
If a brand’s target audience is active on these platforms, the brand must focus on creating original content that genuinely connects with the audience and motivates them to take action in order to succeed. This action could involve sharing the content with friends, family, or colleagues, participating in the conversation by leaving a comment, or spending time watching the video.
The Importance of Human Connection
As AI continues to advance, there is a growing demand for real, human content. Brands that can connect with their audience on a personal level are more likely to succeed.
Focus on building relationships with your followers, responding to comments, and sharing behind-the-scenes content. By showcasing the human side of your brand, you can differentiate yourself from competitors and build a loyal following.
Key Takeaways for Marketers:
- Stay up-to-date with algorithm changes: Continuously monitor platform updates and adapt your strategy accordingly.
- Prioritise original content: Create unique, high-quality content that resonates with your audience.
- Focus on engagement: Foster meaningful interactions with your followers by responding to comments and encouraging discussions.
- Be social: Showcase the human side of your brand to build genuine connections.
- Diversify your strategy: Explore new platforms and content formats to reach your audience.
The social media landscape continues to rapidly evolve, and brands that fail to adapt risk being left behind.
If you would like help with understanding these shifts and implementing strategies for your brand, please get in touch.
