Let’s be real, the state of play has changed. People’s priorities and values are shifting, budgets are tight, new AI is shaking up the creative world at large, and on social media, we’re seeing some big trends emerging across the board:
Consumers are using social media more for entertainment, and less for personal sharing - with video content gaining serious momentum
With trust in media declining, consumers are now turning to their favorite channels and influencers for their news fix
Social media is popping up earlier in purchase journeys, with more people finding products and brands via social than search engines
Report
Social media trends: The highlight reel
From Gen Alpha to Gen Z, our 2024 social report fills you in on what today’s scrollers are thinking, feeling, and doing.
The good news? Many of the challenges agencies face today are actually opportunities in disguise – you just need to take a slightly different approach to them. Here are some examples…
Challenge: The rise of AI Generative AI has huge time-saving benefits for agencies, but consumer opinions on it are mixed. With spammy content on the rise, it’s no wonder just 3 in 10 consumers think it’s “appropriate” to use AI to write social posts.
Opportunity: Speed up ideation From pitch prep to strategic content planning, use AI to gather data and get creative juices flowing faster. Authenticity and personalization matter more than ever, so don’t forget to put that all-important “human” element at the heart of everything you create to align with audience expectations.
Ask our customers
"AI is transformative, but human-centered principles and priorities must come first.”
Daron Sharps
Global Thought Leadership Research Lead, Pinterest
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Challenge: The attention economy Sluggish growth suggests time online has plateaued, with time on social media declining in over 20 of 50 global markets (since Q4 2022). Meanwhile, you’re up against thousands of brands (and bots) fighting for people’s attention.
Opportunity: Do more, with less You only need to know two things to win and keep consumers’ attention - where and why they’re spending time on social media. Focus your marketing efforts on what people want, and you’ll cut through the noise in half the time.
Did you know...
Gen Z estimate spending the most time on social media daily, averaging 2h 44 mins globally – but their usage has declined year-on-year, while baby boomers’ has grown.
Challenge: Inclusive marketing Diversity, equity, and inclusion (DE&I) is a growing social issue, with questions raised around representation in ads. Pay attention: audiences are unlikely to engage with or trust brands who they don’t feel represent them.
Opportunity: Build trust with engaging content Many brands with Gen Z tunnel vision are letting other valuable audiences slip through the net, so take the time to validate your client’s target audience. Baby boomers are an audience often overlooked – more of them are on TikTok than you might think, and our data shows their social usage has continued to climb since the pandemic.
Did you know...
Baby boomers have huge spending power, yet only around 1 in 10 feel represented in the advertising they see.
Ask our customers
“You want people to engage with your ads, rather than feel like they can’t escape them.”
Hannah Richardson
Group Manager in Ad Research and Insights, Snap Inc
02
Driving ROI with insight-led channel planning
Before deciding which channels to focus on, use third-party consumer data to map out your client’s ideal target audience and their preferred social hangout spots. The more insights you piece together, the better you understand where people spend their time, their unique characteristics, and what they want from you as a brand.
Obviously, your aim is to build a social presence on the channels your client’s target audience actually use – as many as you can reasonably manage to maximize visibility and reach. But you should also consider which platforms are the most liked and culturally relevant.
Take TikTok, for example. While it’s 8th on the list of consumers’ most-used platforms, it ranks 3rd for perceived cultural power – and this is where new trends are created. By keeping up with what’s happening on culturally-relevant social apps, and regularly contributing (or reacting) to content, you can gain more exposure for your client without spending a dime. It’s all about telling compelling stories that spark conversation.
Step 1: Know who you’re targeting (and where) Consumers often use several apps every day (even simultaneously) and consume similar content on each of them. You won’t have time to juggle them all, and you don’t need to either as there’s plenty of overlap across social platforms – 89% of BeReal users also use Instagram, for instance.
But each audience is unique, and our generational analysis shows why it’s worth digging deeper. Facebook is much more popular among older groups, while younger generations seek more visual stimulation.
What are each generation’s top 3 favorite social platforms?
% of each generation who say the following are their favorite social media platforms
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Source: GWI Core Q4 2023 & GWI Kids Q1 2024
Base: 130,767 internet users aged 16-64, and 7,746 kids aged 13-15, in 17 markets (excluding China)
Bear in mind that each platform has its own unique culture and vibe. You need to understand these nuances and tailor social content to align with users’ expectations. But be realistic – one standout post on a single platform is better than ten sloppy ones across the board, so factor in time, budget, and resource before you commit.
Authenticity is also key, so consider how your client’s brand values, tone of voice, and messaging fit with your chosen channels and target audiences. Don’t be afraid to test and learn – consumer insights will help you craft relevant content that taps into audience interests and drives action.
Step 2: Know why your audience uses social media Across all generations except Gen Z, staying in touch with friends and family is the top reason for using social – proof that, despite the snowstorm of marketing content flooding our feeds, social media’s original purpose hasn’t been lost. People still crave human connection with others, especially loved ones.
Top reasons for using social media
% of social media users in each generation who say they mainly use social platforms for the following reasons
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Source: GWI Core Q4 2023 & GWI Kids Q1 2024
Base: 144,885 social media users aged 16-64, and 10,650 social media users aged 12-15, in 18 markets
Beyond that, older groups tend to follow more news stories on social channels, with younger groups more interested in busting boredom. Gen Z stand out for using social media to find fresh content, while Gen Alpha are here for a laugh. #FOMO is real, so send your best memes their way.
Report
Gen Z in 2024
From social media habits to health and wellness trends, uncover the real lives of Gen Z consumers around the globe.
Generational segments aren’t the only way to slice and dice your client’s target audience, either. You could segment by region, interests, social media activity, or even the brands they’ve bought from in the last six months. It’s up to you. Focus on audience preferences when deciding how best to target them, and don’t be afraid to think outside the box.
Step 3: Know how social media fits into the buying journey Social plays an increasingly important role in our lives – often the first thing we look at in the morning, and the last thing we scroll through before bed. That gives brands a near-permanent window of opportunity to reach consumers at every stage of the purchase journey.
From building brand awareness, to driving loyalty and advocacy through an engaged community of followers, having a social presence is pretty much a non-negotiable if you want to drive serious revenue online.
Awareness Social leads the way for product and brand discovery among Gen Z, who are the only generation using social networks as a go-to search tool over traditional search engines. And with a quarter of teen scrollers saying they mainly use social to find things to buy, it’s likely Gen Alpha will have similar search preferences as they grow up.
Top ways to discover new brands/products
% of consumers in each generation who typically find out about new brands and products via the following
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Source: GWI Core Q4 2023
Base: 239,091 internet users aged 16-64 in 53 markets
Traditional marketing is still an integral piece of the puzzle, with TV ads continuing to strike a chord with most audiences. Pay attention to generational preferences – older consumers are likely to discover new brands and products through search engines and word-of-mouth recommendations, while targeted social ads are landing with younger groups.
Consideration More people are also turning to social media to research brands and find more information about products and services. With that in mind, agencies should focus on creating engaging content that sparks curiosity and inspires audiences to explore further.
Top ways to research brands
% of consumers in each generation who mainly use the following when looking for more information about brands, products, or services
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Source: GWI Core Q4 2023
Base: 239,091 internet users aged 16-64 in 53 markets
It’s also clear reviews are persuasive in getting consumers over the purchase line, so find innovative ways to amplify brand trust. You could share videos, run competitions in exchange for user-generated content, or simply follow up with shoppers to request product reviews.
Purchase It pays to invest time in social media, and here’s the proof. Consumers who discover brands in commerce environments have the most buying intent, and platforms that recognize this are starting to build out shopping spaces within their apps to carry users through from discovery to purchase. TikTok Shop is worth calling out here.
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Source: GWI Zeitgeist January 2024
Base: 4,270 consumers who've used TikTok in the last month aged 16-64 in 12 markets
With over a quarter of TikTokers saying they’ve bought something on the platform, it’s easy to see why smaller brands are seeing the benefits of social commerce. The more you can personalize content to fit specific needs and interests, the better chance you have of making direct sales.
Advocacy Social media has the power to transform loyal followers into brand ambassadors. To build brand loyalty, respond to comments and DMs in a reasonable time frame, and reshare or reply to posts from your followers with relevant tags. In the long term, these efforts can result in higher engagement and increased sales. It’s all about making engaged followers feel seen, so put your biggest fans in the spotlight.
User-created product demos and recommendations are gold dust – who doesn’t want their best customers doing the hard work for you? American shapewear brand Skims regularly shares videos of real people showcasing their products on their TikTok channel, showing their clothes on real bodies and building consumer trust. Bravo.
03
Nailing your client’s content strategy
You’ve pinned down your target audience, channels, and key marketing touchpoints. Now it’s time to dig deeper and connect with your consumers in an authentic, memorable way. Forget one-off likes. Here’s how to create quality content that wins hearts, builds trust, and opens a tab with your audience on social media – all without upping your spend.
Step 1: Set clear goals and objectives Ultimately, what does your client want to achieve? And what’s realistic with the time, budget, and resources you have? Before you post anything on social, you need to know your why.
Whether that’s growing your client’s follower count, driving more clicks to their website, or boosting post engagement, the success metrics you track need to align with your campaign objectives. Not sure what’s most important? Here are some scenarios worth considering:
Step 2: Segment your audience to see what unites and divides them Take the time to conduct in-depth consumer research. Identifying key points of differentiation between audiences (as well as what they care about) will help you spot opportunities to create more tailored posts and connect with them on a deeper level. As an example, let’s compare the online behavior of Gen Z and millennials:
Why Gen Z and millennials shouldn't be lumped together
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Source: GWI Core Q4 2023
Base: 51,604 Gen Z aged 16-26, and 71,043 millennials aged 27-40, in 52 markets (excluding China)
Both audiences are prime targets for social commerce, but how you might reach them is different. Gen Z are likely to stumble across your brand through influencer endorsements or videos recommended by an algorithm, while millennials are more likely to visit the network pages of brands they’re eyeing up. Back up your consumer research with social platform data for a best-of-both view of your client’s target market.
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Competitor analysis at this stage is also essential – who are your client’s biggest competitors, and what are they doing on social media? We recommend running brand measurement studies alongside this – it’ll give you a true view of how consumers perceive your client’s brand, their performance over time, and how they stack up against the competition.
Top tip
Keep an eye on negative competitor reviews, and don’t be afraid to use common complaints to your advantage. Your client’s social media strategy should aim to tackle these key customer pain points head on.
Step 3: Deliver the content your audience expects to see Your social content should be unique and engaging enough to attract new customers, while still recognizable to avoid alienating existing customers. Ultimately, what’s going to help your client achieve the goals you set out in step 1? If it strays from those objectives, don’t worry about posting it.
What content works best on social?
The most distinctive qualities that users of each platform want brands to be, compared to the average social media user
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Source: GWI Core Q4 2023
Base: 202,266 social media users aged 16-64 in 52 markets (excluding China)
Think about the kind of content your audience wants to see, and serve it to them when they’re craving it most. What better way to build trust and engage audiences authentically than talking about the things they love?
Ask our customers
“On Reddit, our 100,000+ communities are deep and passionate, and they’re excited when brands love what they love as much as they do.”
Rob Gaige
Director of Global Insights, Reddit
Step 4: Test and learn Social media trends are constantly changing, and what worked today might not resonate with consumers tomorrow. As well as keeping an eye on post performance, check in with your audience regularly to make sure you’re still targeting the right people with the right content. If something isn’t working, adjust your strategy until it does.
Language app Duolingo is much-loved on social media for sharing funny, relatable content that features its recognizable brand mascot, Duo. The attention to detail is genius – just look at the weary owl that appears on the app thumbnail if you neglect your lessons for too long…
Step 5: Repurpose your best stuff No time for new material? It’s okay to repurpose high-performing social content – in fact, it’s a great time-saving tactic that helps you squeeze as much value from it as possible. Just don’t be lazy and slap the same post across channels, or you’ll quickly lose clout with consumers looking for unique online experiences and engaging content.
The same video or copy can easily be cut up or edited to be funny, trendy, or whatever else you need it to be to fit your chosen platform (take another look at that handy chart in step 3 for guidance).
Did you know...
32% of consumers say ads that aren’t relevant to them would most negatively impact their view of a brand.
Stuck for content ideas?
Inspire an “OMG me!” moment We’ve all sent a meme or video to a friend with a one word message: “me”. Personalize content and make it relatable for maximum shareability.
Break the rules (wisely) Is your goal driving brand awareness and engagement? It’s okay to try something different or more daring in the hopes of going viral. Create targeted ads that spark debate, but keep things light to avoid backlash.
Experiment with longer videos Short-form video makes it easy for audiences to digest information, but you don’t have to use it for everything. TikTok is testing 30-minute uploads, and Reels now accommodates videos up to 15 minutes. As long as it’s quality content, people will give you their time. Just look at Hilton Hotels, whose 10-minute TikTok video went viral for all the right reasons.
Give audio your attention Audio’s gaining mega traction with Gen Z – compared to other Facebook or Instagram users, they’re 23% more likely to say they’ve sent an audio message on either platform in the last month. You could try out a podcast on social, or use voice notes for more personalized customer support.
04
Getting influencer marketing right
Influencer marketing can drive huge ROI for your clients, but it needs to be done correctly. With more social touchpoints and platforms to choose from than ever before, and a huge creator economy to tap into, agencies need to be strategic in their approach – identifying high potential markets with engaged influencer followers, and zeroing in on their preferences.
Consumers are turning to social media for news As media trust dwindles, there’s been a rise in consumers using video-based social platforms like Snapchat and TikTok to keep up with current events. More consumers say they follow news influencers than fashion ones, proving influencer marketing isn’t just about selling products anymore. Media agencies should partner with these individuals to create snackable content, driving engagement and improving consumer relationships with publishers.
Report
The global media landscape
Get to grips with the changing behaviors of shoppers, streamers, and scrollers in 2024 to make sure you’re spending in all the right places.
Authentic, trustworthy experts can boost ROI An influencer’s popularity is just part of the picture - they also need to resonate, be authentic, and seem knowledgeable. Nearly half (43%) of those who buy products due to influencer recommendations say it’s because of their trustworthiness or expertise. If that rules out celebrity endorsements, consider working with the “influencer next door” instead. Even older influencers are having a moment.
Dove is a great example of a brand embracing their values in everything they do. In a bid to challenge outdated beauty standards and showcase “Real Beauty” in ordinary people, they’re championing influencers of all ages – including “Insta-gran” fan favorite, Grandma Droniak.
Did you know...
Social media users generally say it’s more important for an influencer to have values and credibility than for them to be talented or attractive.
Who you partner with will depend on your budget, your client’s target audience, what products or services you’re selling, and whether you have short-term or long-term goals in mind. Consider an influencer’s overall popularity and engagement metrics, as well as their follower count. Bigger doesn’t always mean better – especially if you’re on a tight budget.
For example, an agency working with a new beauty brand could run a cost-effective brand awareness campaign with micro or nano-influencers, promoting products and growing their following. Meanwhile, an agency working with a major luxury brand (and a larger marketing budget) may prefer to back a big name, given that more consumers say they most associate high-end products with celebrities and Hollywood icons (41%) than fashion influencers and bloggers (34%).
Top tip
Don’t blow your budget on influencer marketing – it should be a supplement to your social media content strategy, not the bulk of it.
Influencers attract high-intent buyers Influencer followers are incredibly valuable, as they’re an audience with a lot of purchase intent. They’re 45% more likely to say they use social networks to find products to buy than the average social media user, and 24% more likely to have bought a product or service online in the last week.
Top motivations for influencer-driven purchases
% of influencer buyers who say the following factor into these shopping decisions
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Source: GWI Zeitgeist March 2024
Base: 6,136 internet users who've purchased a product/service off the back of an influencer's endorsement aged 16-64 in 12 markets
While offering a discount code personalized to the influencer you work with can incentivize purchases and make it easier to track ROI, 84% of consumers who buy from influencers consciously avoid using these links (at least sometimes) and prefer visiting official websites instead. This is often due to concerns they have around buying on social media, so finding ways to reassure social shoppers is something worth thinking about.
Did you know...
While younger generations are the most likely to follow influencers, the number of baby boomers who do is growing faster – climbing 17% since Q4 2022.
Still not sure who to partner with? Don’t be afraid to dip back into your consumer research. Analyzing your target audience’s interests and social media habits can help you uncover your client’s next big opportunity. Wouldn’t it be nice to open the door to new markets and audiences that you didn’t expect?
Success story
Success story: TikTok
How this leading platform used GWI insights to validate its C-suite audiences and unlock B2B growth opportunities
The challenge
TikTok has a wealth of insights at its disposal that help the team understand their diverse audiences, drive strategic growth, and partner with brands. Their B2B advertising data proved a sizable audience of C-suite professionals were on TikTok, but they needed a credible source of third-party data to validate this, and help them dive deeper to understand their motivation for using it.
The action
Using GWI as a trusted source of on-demand consumer research, the team found 74% of senior managers and executives in the UAE and the Kingdom of Saudi Arabia were on TikTok, and more actively engaged than the average user. They used the platform for work-related interests, networking, and connecting with brands they buy from.
The result
TikTok used these insights to create a one-pager educating prospective partners on how C-suites are actively engaging with the platform, and showcasing untapped opportunities to target them. By also arming their sales team with this data, they were able to drive B2B conversations with data-backed confidence to get the right brand partnerships and activations over the line.
“Thanks to GWI, we have a clearer picture of just how involved C-suite professionals are on TikTok.”
Aaron Almeida
Insights Partner, TikTok
Key takeaways
Consumers crave trust in a tech-driven world and so should you. Weaving reliable social and survey data together helps you make smarter decisions, as these golden insights tell you exactly what your client’s target audience wants, and how to serve it up with sprinkles on their favorite social platforms.
If you remember nothing else from this guide, remember the 4 Ps of successful social media strategy:
01
Profile
the right audiences
02
Plan
with the right insights
03
Post
on the right channels
04
Prove
the ROI
That’s how you stay ahead of emerging trends and create winning client social campaigns with a “wow” factor. And if anything changes overnight? You’ll be the first to know and pivot your strategy. Go get ‘em, tiger.
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All figures in this guide are drawn from GWI’s online research among internet users aged 16-64. Our figures are representative of the online populations of each market, not its total population. Note that in many markets in Latin America, the Middle-East and Africa, and the Asia-Pacific region, low internet penetration rates can mean online populations are more young, urban, affluent, and educated than the total population.
Each year, GWI interviews over 960,000 internet users aged 16-64 in 53 markets via an online questionnaire for our Core data set. A proportion of respondents complete a shorter version of this survey via mobile, hence the sample sizes presented in the charts throughout this report may differ as some will include all respondents and others will include only respondents who completed GWI’s Core survey via PC/laptop/tablet.
When reading this guide, please note that we focus on data from our ongoing global quarterly research, but also refer to our monthly Zeitgeist studies across 12 markets, and GWI Kids, which surveys 20,000 internet users aged 8-15 across 18 markets.
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