Which digital trends will shape the last quarter of 2024?

Summer is coming to an end, and we all have a long list of resolutions for back to school season. Some want to get back to the gym, others want to save money, and others need to do some not-so-spring cleaning. To help you get through the post-holiday blues, here’s the ultimate back-to-school resolution list to make a difference to your social media strategy.

1ST RESOLUTION: GET OVER THAT EX THE END OF SUMMER.

Let’s be clear: the key to making this your best back-to-school season is accepting that summer has come to an end. And what better way to do that than by reminiscing about the trends that defined our summer on social media? Let’s see if you remember them all!

We kicked off the summer with a social media frenzy in Spain, thanks to Kylie and Kendall Jenner sharing an unforgettable photodump on Instagram, showing them holidaying in the Balearic Islands and sipping on Estrella Galicia.

This moment will go down as one of the most unexpected and legendary earned media events in the country’s history—or so they say. But there was no time to dwell on it, because just days later, Charli XCX graced us with the release of her sixth album, ‘brat.’ This marked the official start of brat summer, characterised by neon green hues, a nostalgic aesthetic, and a minimalist approach to design.

In these past months, we’ve seen countless brands and personalities jump on the trend, providing us with perfect examples of trendjacking. Trendjacking is a strategy where a brand leverages popular trends or topics to create content, connecting with different audiences and positioning their products or services.

But it wasn’t all about brat summer, as this summer also brought us other big moments, like Spain’s victory in the Euro Cup, that taught us lessons in real-time marketing, such as Garnier’s collaboration with “Cucu-cucurella.” To promote the Garnier GOOD dye, they challenged the player to dye his hair red after the victory, executing a campaign just five days after the competition ended. Speaking of collaborations, we can’t forget the release of Inside Out 2, which delighted us with unforgettable partnerships with brands like Iberostar and Airbnb.

We won’t lie: getting over the end of summer is going to be tough, especially when we’re still dealing with the emotional hangover from the end of the Paris 2024 Olympics. It’s undeniable that these Olympics were defined by social media, viral moments, and content creation from Gen Z athletes inside the Olympic village. Some of our favourites were Ilona Maher (rugby), Simone Biles and the U.S. gymnastics team, and Henrik Christiansen (swimming), who went viral for his content about the chocolate muffins in the Olympic Village, earning him the nickname “muffin man.” We also can’t forget the official Paris 2024 account, which went viral last summer for its humorous content and brilliant use of memes to build excitement and encourage TikTok users to follow the Olympics.

2ND RESOLUTION: DARE TO TRY NEW HOBBIES STRATEGIES FOR YOUR BRAND.

The end of summer also means returning to your daily life feeling renewed and eager to try new things. Suddenly, after summer, you feel like giving French another shot or signing up for pottery classes. The same goes for your brand and digital strategy: UGC, EGC—go with the flow!

Summer is coming to an end, but what about the ‘influencer era’? People everywhere are talking about the loss of trust in those who were once key to many brands’ success. The market is saturated and consumer habits have changed thanks to platforms such as TikTok, where authentic, unfiltered content triumphs. Authenticity seems to be exactly what consumers, increasingly selective and cynical, are looking for.

What does this mean for brands? As influencers, especially those with a great following, are becoming less and less popular, brands are focusing on earned voices. This term refers to the organic exposure a brand receives without directly paying for it, which may increase its credibility.

Key Opinion Leaders (KOL).

Key Opinion Leaders (KOLs) are influential figures known for their credibility and authority in very specific niches or industries. For some brands, investing in KOLs means securing the trust of users within their target market, who follow these profiles for their expertise and know-how. KOLs can be particularly valuable for B2B brands, as these profiles, with their high-quality content and the trust they generate, can benefit brands that sell complex products, services, or concepts.

User Generated Content.

UGC, or User Generated Content, is content created by a brand’s followers on social media. It’s seen as more authentic and helps build trust in your brand. As community engagement grows, brands encouraging UGC are also building communities around their brand, products, or services. For instance, Springfield has #SpringfieldCreators, where followers get their favourite looks in exchange for creating content for the brand.

@springfieldofficial

3 dresses, 1 mood: SUMMER! 🌞🌊 @carmengr18 #SpringfieldCreators #SummerInspiration

♬ Brunch (Lofi) – Muspace Lofi

Employee Generated Content.

From UGC, we move directly to EGC, or Employee Generated Content. As you might guess, EGC is the content created by a company’s employees, reflecting their experiences, learnings, and perspectives within the company they work for. Today, given our constant search for authenticity on social media, EGC is a powerful tool brands can use to generate brand awareness, position themselves, and attract talent. Who better to speak about a brand than those who work for it? Employees can effectively act as brand advocates, as seen with Repsol’s employee advocacy initiatives.

3RD RESOLUTION: GET THE SAME GLOW-UP AS THE SOCIAL NETWORKS HAVE HAD.

It’s often said that summer makes us glow, but this time it won’t just be your tan that dazzles your colleagues when you return to the office. We’ve got all the latest updates from the top social media platforms so you can come back fully informed and impress your team. This summer, platforms have been fiercely competing, keep reading because some of these changes might surprise you.

INSTAGRAM.

Starting with one of the internet giants, Instagram has revamped its look. It’s doubling down on its core strengths: content creators, reels, and user interaction.

• Priority on Reels. Instagram has given Reels a higher priority in its algorithm, boosting their visibility and making views the key engagement metric. This strategy aims to encourage the creation and sharing of videos, competing directly with platforms like TikTok.
• Algorithm Changes. The algorithm now prioritises original content over reposted material, reducing the visibility of recycled posts and promoting the creation of unique and engaging content.
• New Interactive Features. New interactive features were introduced, including stickers like “Add Your Music,” “Frames,” and “Reveal” for Stories, as well as AI-powered stickers to customise messages in Stories and DMs. There’s also a new option to write notes in Stories and posts, visible only to followers.

• Longer carousels. Now, up to 20 images can be included in carousels, instead of 10.
• New features for content creators. In order to enhance their tools, increase visibility, and facilitate monetisation, the platform has introduced subscriptions for exclusive content, detailed reports, and improved Reels editing. Additionally, there’s a new section in direct messages for brands where the platform provides a list of recommended creators based on the content they post.

TIKTOK.

Moving on, TikTok has implemented several significant updates to improve the user experience and expand the platform’s functionalities.

• Advanced video editing features. TikTok has introduced new video editing tools that allow for adding special effects, transitions, and advanced visual enhancements. Additionally, the video length limit has been extended to 10 minutes, similar to Instagram.
• Improvements in feed personalization. The algorithm has been adjusted to provide more accurate recommendations, and users can now change and customise the cover images for each piece of content.
• New monetisation tools. These have been launched for creators, enhancing live features and facilitating collaborations with brands.
• Expansion of TikTok Shopping functionality. This allows users to discover and buy products directly from videos. Brands now have more options to integrate their shops and promotions within the platform. In addition, shopping functionality has been integrated into the app through an agreement with Amazon.
• Optimisation of the live experience. New tools have been added to improve real-time interaction and moderation during live streams on TikTok. In-app purchases are also being relaunched in Europe to drive live commerce with local creators and brands.
• Platform integration boosting the music territory. TikTok has announced its integration with Eventbrite, allowing it to promote events and sell tickets directly through the platform and has collaborated with DistroKid which allows independent artists to monetise their songs, boosting their reach and visibility.

LINKEDIN.

This summer, LinkedIn introduced some features to enhance user experience and promote professional growth on its platform. With new AI-powered assistance tools, interactive games to increase time spent on the platform, tags to identify AI-generated content, and an expansion of its “Service Marketplace” for freelancers and consultants, LinkedIn is gearing up to offer a more dynamic, transparent, and collaborative environment for the future.

X & THREADS.

Elon Musk warned us when he acquired X that he was looking to create a more complete and multifaceted platform, and he is making this clear with the latest commerce and payment integration, allowing users to buy and sell products directly through the platform.

Threads, on the other hand, is being updated more gradually. This summer it has improved its recommendation algorithm and expanded its integration with other apps in the Meta ecosystem, such as Facebook and Messenger, allowing for a smoother transition between platforms and a more cohesive user experience.

4TH RESOLUTION: KEEPING UP TO DATE WITH THE LATEST UPDATES IN SOCIAL MEDIA AND MARKETING.

In the fast-paced world of social media and digital marketing, it’s vital to keep up to date, which is why we’re bringing you some sources that we recommend you bookmark in your day-to-day life.

• Pretty Little Marketer: This LinkedIn profile offers the latest news about social media updates, focusing on pop culture and Gen Z trends.
• ICYMI: Weekly newsletter by Lia Haberman, Social and Influencer Marketing Consultant, offering social media tips and insights for agency experts.
• Link In Bio: Rachel Karten, LA-based social media consultant, writes this newsletter about working in social media and content creation.

Now it’s your turn, take the opportunity to join the social media trends of 2024 and tick off all the professional resolutions of the year!