Consumer Brand Social Media Trends We’re Hoping to See More of in 2024

As you were casually scrolling through your favourite social platforms this year, you may have noticed a refreshing shift. Between the perfectly curated posts, there are more imperfections, unfiltered moments, and genuine experiences taking center stage. It’s giving... authenticity. 

Let’s look back at the standout trends of 2023 that we’d love to keep seeing on our screens in 2024.

Embracing the Casual Feed

Imagine a world where the picture-perfect highlight reel takes a backseat, and you’re left with raw glimpses of everyday life. In 2023, we witnessed the rise of less curated feeds – a rebellion against the overly polished norm. From Sephora’s feed full of GRWMs and real people interacting with products to Chipotle’s unhinged memes, users and brands alike embraced the imperfections and showcased real-life moments rather than striving for overly polished feeds. It's like catching your favourite celeb without the glam squad, and we're here for it.

How to embrace the unpolished aesthetic:
For brands looking to ride this wave, it's all about finding the sweet spot between cohesive brand identity and letting those spontaneous, unscripted moments shine. Try injecting behind-the-scenes content, employee spotlights, and user-generated content into your feed. It’s not about perfection; it’s about being real and connecting with people on a personal level.

Building Communities, Not Just Audiences

Community is the heart of social media, and that’s really why we’re all hanging out there. It’s not just about broadcasting your message. People are buying from brands they care about, making it essential to foster relationships online with your customers. Brands like Glossier and Arrae, who actively engage with their audiences, respond to comments and have genuine conversations, experience higher levels of trust and loyalty, which ends up meaning everything when it comes to the longevity of your brand online.

How to connect with your community:
Think beyond the click – encourage discussions, polls, and user-generated content. Your audience isn't just a number; they're the heartbeat of your community. Being genuinely interested in your customers' opinions is how you build a loyal team of supporters that will celebrate your brand every step of the way.

Collaboration: Expanding Communities Together

One of the best ways to grow your brand is by collaborating and connecting with people who also serve your audience. Whether it is featuring a hot star of the moment in your campaign, like Ice Spice and White Lotus’ Simona Tabasco posing for SKIMS, or brands like Crocs and Impala Skate introducing Barbie-themed product collaborations, there are numerous ways we saw brands making the most of their connections this year.

How to take advantage of working with shared communities: 
Planning partnerships strategically will save you from the dreaded disappointment reminiscent of school group projects. Scope out businesses or creators who have the same audience and similar followings. Collaborations with people who have similar values, tone, and content to your brand will be the most exciting to your audience – offering better results for everyone. Plus, you’ll foster a deeper sense of community with new people finding you through collabs since they already have common interests. No more losing followers after a giveaway here!

Leveraging Content Creators: Real People, Real Impact

In a world of TikTok reviews and Reddit feedback on products, your customers want to know what they are getting into when they buy your product. Content creators are a great way to share authentic experiences with your products online. Send gifted products, collaborate on posts, or even run an influencer campaign with aligned audiences to help spread your message. Having real people share authentic experiences with your products can create a deeper connection and build trust.

How to harness the power of content creators:
If you're aiming to showcase authentic experiences, collaborate with content creators to genuinely review your products. Authentic reviews provide valuable insights for your audience. Encourage your customers to share their experiences through user-generated content. This not only showcases real opinions but also builds a community around your brand. Take your audience behind the scenes of your collaboration with content creators, showcasing the process and the authenticity of the partnership.

Purpose-Driven and Sustainable Content

Gen Z’s approach to shopping has shifted the culture of unconscious consumption. It’s easier than ever for consumers to get information about the brands they love, and they care about what the brands they are buying from stand for. In a world that's increasingly conscious, brands are realizing the power of purpose-driven content. Purpose-driven content isn't just a trend; it's a commitment. It's about being socially and environmentally responsible in a way that goes beyond marketing fluff.

How to create purpose-driven content for your brand:
Make your brand values more than just words on your website by incorporating them into your social feeds. If you're committed to making a positive impact, share your brand’s dedication online. This could include talking about sustainable materials you use, sharing how your team is reducing their carbon footprint, or actively promoting recycling initiatives. Showcase your company’s involvement in charitable activities or community support programs, sharing stories of the impact your brand is making beyond products. Show faces on your feed featuring your employees talking about a cause close to their heart – or ask your audience to create UGC content to share their own stories in a campaign. Educating your audience about important social or environmental issues through meaningful content can help encourage awareness and action.

Let's Keep it Real in 2024

As we fast forward into 2024 (and rewind into the ‘90s), let's keep the momentum of authenticity, community, purpose, and real opinions going. These trends aren't just pixels on a screen; they're the building blocks of a digital world that's real and relatable, allowing your audience to feel deeply connected to your brand.