Data shows that social media users in the Philippines increased by 6.5 million between early 2023 and January 2024.

Here in the Philippines, statistics show that there are 86.75 million social media users in the country as of January 2024. This astounding number explains why brands these days rely heavily on social media to broaden their reach and market their products and services. 

However, being visible on social media is not as simple as just posting content every day without a clear strategy or plan. Given the thousands of brands on social media, the challenge is to beat the competition in terms of visibility. This can be difficult to achieve if the strategy does not align both with the chosen platform’s algorithm as well as today’s social media trends. 

Keeping social media trends in mind when crafting strategies can help the brand head in the right direction. Here are four social media trends for 2024 to take note of. 

Trends in Social Commerce 

While e-commerce platforms such as Lazada and Shopee continue to thrive, shopping on social media is seen to be a popular trend for the year. In fact, statistics from media monitoring company Meltwater show that 34.9% of social media users aged 16 to 64 use different apps to find products to purchase. 

With social commerce expected to rise this year, it is crucial for brands to have accounts across different social media platforms. However, not all platforms will prove effective for a brand. 

TikTok Shop, for example, may be effective for a certain brand but may not work as effectively for another. It is therefore crucial for a brand to first determine what their goals are for participating in social commerce and use that to determine which platforms are more suitable. 

As for social media strategies, live streaming as well as live or interactive shopping are expected to expand this year, according to Sprout Social. These are strategies that brands that sell products can tap into for increased reach and sales. 

Social Media Trends: Nano and Micro Influencers

The Asia Pacific Insights: Influencer Marketing Report 2023, which was released by Partipost and MSW Ventures, noted that 60% of the brands here in the country end up allocating up to 50% of their budget to influencer marketing. This highlights the popularity of using influencers in order to catch the interest of the audience. 

Picking which influencers to work with requires careful decision making, and this involves determining which influencer tier works best for the brand. This year, the trend will revolve heavily around nano and micro influencers. 

Nano influencers, according to Shopify, are those with 1,000 to 10,000 followers. Micro influencers, on the other hand, have 10,000 to 100,000 followers. With consumers looking for more authentic, relatable content, these types of influencers are expected to become more mainstream in 2024. 

This can be beneficial for brands, especially those with a more limited budget, as other influencer tiers often ask for a higher fee. Their higher follower count can also be a problem as this does not always translate to higher engagement. 

Social Media Trends in Artificial Intelligence 

Controversial as it may be, the use of artificial intelligence (AI) is becoming more prevalent across different industries. When it comes to social media marketing, this is also a trend that will be common throughout the year. 

AI is expected to play a bigger role when it comes to post recommendations, particularly on Facebook and Instagram. It is also expected to play a crucial role when it comes to content creation, including crafting captions, images, and even videos. 

Brands should be up-to-date when it comes to the latest developments in AI. More importantly, employers should invest in the upskilling of their employees in order to have a better grasp of what AI is and how it can be utilized properly. 

Customer Service Trends 

Customer service trends involving social media will take center stage in 2024 as well. Sprout Social notes that 76% of consumers do notice when customer support is the priority of a brand.

In particular, customers today expect personalized customer service rather than automated messages generated by social media accounts. 

Hubspot notes that around 88% of marketers believe that social media direct messages (DMs) will become the preferred customer service channel this year. Because of this, brands should ensure that their socials include customer support services. 

Key Takeaways 

Social media is a great tool for brands to grow in different aspects. It can be used to increase brand awareness, generate more sales, and even establish a stronger brand identity. However, doing so can be a challenge, especially if a brand is not up to date with current social media trends. 

This highlights the importance of being updated and familiar with these social media trends. Doing so will allow the brand to properly craft strategies that align with the times, making it more competitive in the vast online space.