Social media trends 2024: Towards more humanised brand interactions


Discover the emerging social media trends we’re seeing this year: think  mixed reality, AI-influencers, TikTok’s take on e-commerce and UGC creators. 

A recent roundtable discussion on social media trends for 2024 highlighted a broader shift in digital marketing towards more engaging, authentic and personalised content, leveraging the latest technologies and platforms to meet consumers where they are and in ways that resonate with them. Participants included Léa Henriot (Head of Social at Matter), Fiona Perrissol (MCI Switzerland), Maraya Bidjerano (MCI The Netherlands) and Laura Meneses (MCI Brazil).    

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AI & mixed reality: Redefining our perception of the world   

Our team highlighted the transformative potential of artificial intelligence and mixed reality in reshaping user interactions on social platforms. This is changing the world and plays a role in enhancing the immersive quality of digital experiences.    

The significance of these technologies is seen in how they are revolutionising social listening, enabling brands to garner deeper insights into consumer behaviour and preferences. “With the rise of ChatGPT and the Apple Vision Pro, we’re already noticing new behaviours among both users and brands taking on the new wave of reshaping social interactions through innovation,” noted Léa.   

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Is TikTok slowly becoming Amazon?   

Social commerce has emerged as a pivotal trend, signalling a shift towards integrated shopping experiences that capitalise on the spontaneity and engagement inherent in social media browsing, and opens up potential for MCI’s association clients as well as corporates.    

“With TikTok Shop being deployed worldwide, the spontaneity and engagement gathered on this particular platform will undoubtedly open up potential for brands,” Léa noted, adding that this will result in “communities not only creating expositions for new products but also purchasing them when they become viral”.   

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User-generated content is turning into a full-time job   

Laura emphasised the enduring relevance of user-generated content, arguing for its centrality in fostering genuine brand-consumer connections. She observed a trend towards longer videos on platforms like TikTok to compete with YouTube, leading to more detailed and authentic storytelling that leverages real people and experiences.    

Léa linked this observation to “a shift in content creation among influencers, with smaller profiles specialising in creating UGC-like videos for TikTok and Instagram. This approach offers brands and agencies a more profitable way to curate authentic content that closely resembles what users would publish themselves, resonating on a more personal level,” she said.   

Maraya agreed: “I've noticed that it’s becoming more and more important to have people within the company become their own brands and post on their own pages more because the audience are more likely to follow other people than the company page. And that’s something we can guide our clients towards.”   

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The importance of regional localisation for cultural relevance in social media   

Fiona noted that engagement strategies must be adaptable to different cultural contexts, noting that what counts as humour in one country won’t necessarily work in another. Her observations underscored the importance of understanding the cultural nuances that influence how social media content is perceived and interacted with across different regions.    

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Future directions: the rise of AI-robot influencers   

“The complex interplay between technological advancements and human elements will shape the future of social media by embracing innovation in all its forms,” predicted Léa. She referenced BMW’s groundbreaking partnership for their new campaign with @lilmiquela (2.6M followers) in 2023. “Plot twist: she doesn’t exist!” said Léa.  “Lil Miquela is a 100% generated influencer, demonstrating that the boundary between reality and digital is becoming increasingly blurred on social media. What truly matters is a brand's ability to remain adaptable, culturally aware, and genuinely engaged with its audience.”   

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With a collective move towards more humanised and authentic brand interactions on social media, the panel advocates for strategies that prioritise genuine engagement over superficial trends, with a focus on leveraging technologies like AI and AR to enhance, rather than replace, human connections. As social media continues to evolve, brands need to remain adaptable, culturally aware and genuinely engaged with their audiences.    


MCI can help you navigate the evolving social media landscape. Contact your nearest office today.   

Léa Henriot - Head of Social, Matter