SOCIAL

MEDIA
TRENDS A culture- rst reset
for brands on social.

2024
[ © OGILVY SOCIAL.LAB 2024, ALL RIGHTS RESERVED ]
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CONTENTS /01/ FOREWORD
/02/ SOCIAL 3.0
/03/ TRENDS
/04/ WRAP UP

[ SOCIAL MEDIA TRENDS 2024 ]

01 FOREWORD

[ © OGILVY SOCIAL.LAB 2024, ALL RIGHTS RESERVED ]

 FOREWORD
NOTHING
IS CERTAIN
2024 marks the 30th anniversary of Italy’s Roberto Baggio missing a penalty winner against Brazil in the 1994 World Cup
nals. During the event’s opening ceremony, the American organizers made Diana Ross take a spot kick, which she
ominously missed. That moment in time was a well-documented cluster bomb in culture, exploding across traditional
media. Imagine social and memes were available at scale back then.

Fast-forward to today. Culture is less top-down. Social has enabled a more bottom-up, bubble-up, decentralized way for
culture to emerge. And the energy, velocity and ampli cation power of social is reshaping our world, enabling subcultures
and shifting power to consumers and communities.

This is a new context where there is not one easy-to-understand mainstream popular culture. To win attention and
connect in this new environment, brands need to understand nuances and show empathy like never before. Brands must
not only react to culture but also embrace it, and sometimes lead it. In 2024, social media success hinges on this cultural
integration.

And what a time to be alive for social platforms to navigate users in a world that’s on re. Half of the planet is looking at
crucial elections that will have de ning implications for democracy, for ongoing climate concerns, for the direction of
geo-political con icts and and for people craving for more individuality. All of this while platforms struggle with attention-
scarcity, differentiation needs, AI disruption and advertising under pressure. But hey, it’s the new normal. Big social is
having sort of a midlife crisis. Just think about Facebook turning 20 this year.

For this report we’ve assessed the most signi cant developments in social media marketing in 2023 and then looked into
the future through a lens of culture, all the while knowing that nothing is certain about 2024 except that there will be
considerable uncertainty.

We identi ed 10 sub-trends that sit in this bigger shift towards a culture- rst social. We tapped the minds of our talent
across different departments, of ces, and regions. In addition to that, we delved into campaign data and had a (virtual)
coffee with some of our clients’ marketing and social leads to get a better understanding of what’s moving and shaking
within their industries and eventually within the bigger picture of social media tomorrow.

Enjoy the reading.

4 [ SOCIAL MEDIA TRENDS 2024 ]

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02 SOCIAL 3.0

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FOREWORD/ SOCIAL 3.0

What worked for social media’s previous era, no longer applies today.

Recent years have brought signi cant changes to social media dynamics, spanning platform
environments, content codes and user behaviour. Several factors are driving these shifts. We call it the
evolution from social 2.0 to social 3.0.

Social 2.0, de ned by Meta’s heyday of curated product-centric content, was built for paid distribution
and helped advertisers achieve reach at scale. For big brands, this was largely operationalised through
rigorous planning months in advance, with siloed teams working on content, community, creator and
media directives.

In the current state of social 3.0, the pendulum has swung back to content built to entertain and inform,
with algorithms once again rewarding organic traction. It’s de ned by fragmentation of internet culture
and community, where anyone and anything has a niche (or several) to call home. It’s also a web of
complexity and contradiction:

3.0
• Authentic, lo- and real vs. surreal, otherworldly and fantastical mixed realities
• Polarisation on main vs. deeper, more intimate cosy web connections
• The transition away from traditional in uence vs. the unstoppable rise of creators

Big brands who have been slow to adapt to this new environment are now starting to feel the pressure
from social- rst challengers who have built new brands almost purely through digital native
propositions. To compete, brands must now deliver a more dynamic, relevant and meaningful value
exchange.

Tapping into culture as it relates to customers is key to getting this right, with audience-centric content.
Wasn't 2023's Barbie mania a live-action masterclass in the power of content with culture at its heart?

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03 TRENDS

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FOREWORD/ SOCIAL 3.0/ TRENDS

THE
/01/ CULTURE AS A MULTI-LAYER GAME
/02/ COLLAB CULTURE HEATS UP

10 TRENDS
/03/ CREATORS STAY CENTRE STAGE
/04/ COMMUNITY COMEBACK

AT A
/05/ BEFORE ANYTHING ELSE, ENGAGE
/06/ VIDEO: THE LONG AND SHORT OF IT

GLANCE
/07/ AI IS INESCAPABLE
/08/ TIKTOK TOP RANKING
/09/ META STILL MATTERS
/10/ LINKEDIN AND THE RISE OF B2B INFLUENCE

[ SOCIAL MEDIA TRENDS 2024 ]

FOREWORD/ SOCIAL 3.0/ TRENDS
[01
CULTURE AS A
[
[ MULTI-LAYER
GAME
[
[
FOREWORD/ SOCIAL 3.0/ TRENDS/01/CULTURE AS A MULTI-LAYER GAME

‘Culture’ is undoubtedly one of social’s trending buzzwords for 2024. But what does it even
mean in a landscape so saturated, fragmented and chaotic?

One starting point is the online culture and conversation that exists around a brand or product.
There’s been a notable resurgence in brands responding to nano moments of traction – but some
are getting smarter in how they go about it.

2023 closed out with some strong examples. IKEA poked fun at luxury fashion by offering up an
affordable dupe for Balenciaga’s Towel Skirt. Meanwhile The North Face pulled off a real time
delivery of a new jacket to a disgruntled customer at the peak of a stormy mountain, after her rain-
soaked rant went viral on TikTok. These are brands working at the speed of online culture.

But nano moments only scratch the surface of the cultural opportunity for brands on social.
Thanks to richer AI-powered social intelligence, culture happenings can be tracked and mapped as
pulses, signals and shifts, enabling brands to activate in culture at nano, micro and macro levels.

And so the real opportunity in 2024 is to build relevance in much more sophisticated and enduring
ways. Successful brands will be those which get clear on the role they have to play in the culture
landscape, and the engagement levers needed to activate accordingly.

Being responsive to culture, as well as gradually shaping and creating that culture, requires
understanding and monitoring of what’s happening across all corners of the internet, as well as geo-
locations. The more bespoke the intelligence model, the more impactful a brand’s output can be.

[ SOCIAL MEDIA TRENDS 2024 ]

FOREWORD/ SOCIAL 3.0/ TRENDS/01/CULTURE AS A MULTI-LAYER GAME

[ Qaiser Bachani, Consumer Experience Lead, Mondelēz International ]

“It’s one thing to be tactical and
react to calendar moments.
But, the real value is to have culture
being a part of the brand’s DNA and
ongoing strategy. This way the work
will come out more organically and
the acceptance of the consumer
[ OREO x PFLAG partnership ]
will be much more open.”

[ SOCIAL MEDIA TRENDS 2024 ]

FOREWORD/ SOCIAL 3.0/ TRENDS
[02

[
[
COLLAB
CULTURE
HEATS UP
[
[
FOREWORD/ SOCIAL 3.0/ TRENDS/02/COLLAB CULTURE HEATS UP

“Successful work that resonates in

[ Rashi Lakhotia, Senior Manager Brand Creative, Absolut Global ]

culture, comes from the ability to
give creative freedom to artists and
culture-makers we partner with.
Freedom of expression is a core
value of Absolut, so we equip them
with our distinctive brand assets –
our logos, font, Absolut blue, the
[ Heinz X Absolut Tomato Vodka Pasta Sauce ] bottle silhouette and advertising
style – and we invite them to create
something original and unique.”

[ SOCIAL MEDIA TRENDS 2024 ]

FOREWORD/ SOCIAL 3.0/ TRENDS/02/COLLAB CULTURE HEATS UP

Mattel’s cultural watershed moment demonstrated how

powerful crossover marketing can be.

A plethora of brand partnerships helped take the phenomenon from

Barbie the movie, to Barbiecore the movement.

[ © WARBY PARKER, ALL RIGHTS RESERVED ]

The Heinz x Absolut Tomato Vodka Pasta Sauce was another
delightfully unlikely mash-up in 2023. While Dove and Nike teamed
up for a more purposeful initiative.

Brands in 2024 will increasingly seek unusual alliances – the more

original, counter-intuitive or bizarre, the better for disruptive
engagement.

Special or limited edition drops centred on creator personalities –

think Tinx x Tobasco Jalapeno dressing or Emma Chamberlain x
Warby Parker eyewear collection – will also ourish.

[ SOCIAL MEDIA TRENDS 2024 ]

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[03

[
CREATORS
[
STAY
CENTRE
STAGE
[
[
FOREWORD/ SOCIAL 3.0/ TRENDS/03/CREATORS STAY CENTRE STAGE

3.5x
Spending on sponsored
partnerships rose 3.5x faster in
2023 than social ad spending
With the creator economy estimated to hit $480 billion by 2027, a meaningful creator
engagement plan is even more fundamental to a future- t social strategy.

[ SOURCE: EMARKETER ]
For brands and agencies, creators are a more agile and scalable way to play at the forefront of
culture, free from unwieldy processes that plague more traditional modes of content delivery. As
creator-led content becomes more integrated, we see its impact spreading across categories
(including more unlikely suspects like B2B, healthcare and nancial services).

Creator commerce will be an ongoing area of innovation in 2024, and its ability to move the needle
on sales should not be under-estimated. The impact of #BookTok, #HealthTok, #CleanTok and
#BeautyTok on their respective industries says it all, with brands in these arenas designing speci c
products to woo the creator class and their loyal followers.

2024 will see creator partnerships continue to evolve, from obvious product placement and staged
enthusiasm to more ambitious co-creation between creator and brand, where product is seamlessly
integrated. We predict more brands organising better to take full advantage of the creator
opportunity. This could look like hybrid creator-creative teams, in-house creator consultancy, or
always-on contracting as opposed to ad hoc campaign projects.

Given creators’ proximity to audience, companies who assign main character roles to these
personas creatively will win big. A stand-out example is Dove’s multi-silverware winning Turn Your
Back on Glamour campaign.

[ SOCIAL MEDIA TRENDS 2024 ]

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FOREWORD/ SOCIAL 3.0/ TRENDS/03/CREATORS STAY CENTRE STAGE

“We’re playing catch-up in this

space, especially compared to

[ Matt Viles, Head of Digital Communications, Roche ]

other categories. But, when you
scroll through TikTok and
Instagram, you see such good
storytelling related to healthcare,
resonating with the audiences we
can’t reach traditionally. This is
[ XProject, Roche ]
why we’re gradually shifting more
of our advertising to creators.”

[ SOCIAL MEDIA TRENDS 2024 ]

FOREWORD/ SOCIAL 3.0/ TRENDS
[04
[
[
[
[
COMMUNITY
COMEBACK
FOREWORD/ SOCIAL 3.0/ TRENDS/04/COMMUNITY COMEBACK

“Community management is becoming more important and powerful.

Marcom Manager, IKEA ]
[ Peter Jongert,

We aspire to have a dedicated FTE to support on the community

management front, so we can do bigger things with it. It’s clear to us
how much customers need and appreciate meaningful interaction.”

Basic community management is no longer suf cient, and must evolve into a proactive
[ Vans, Customs Sessions ] community engagement strategy.

Fake news, polarization, and overstimulation have led Gen Z and Millennials to tire of traditional social.
Users increasingly seek safer, quieter spaces like closed forums such as WhatsApp, private Facebook
groups, Reddit, Discord, and Mastodon.

Rather than settling for a one-size- ts-all juggernaut app, they’re opting for combinations of platforms
to meet speci c needs, participating in online communities based on shared passion or fandom, or
connecting in niche platforms.

Brands now need a considered community engagement plan, either nurturing their own communities of
customers and fans, or strategically connecting with external communities through meaningful value
exchange. This demands larger expert teams and more bandwidth for listening, engaging and rewarding.
The outputs here are exciting: real-time customer feedback on speci c prompts, brand fans inputting
on new product development and testing, and content starring community members.

2024 will see more brands exploring innovative new ways to level up the social community experience.
One to watch in this space is TYB, a platform that offers tangible rewards for engagement and
empowers brands with owned hard-working community channels.
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[05
[
[
BEFORE
ANYTHING ELSE,
ENGAGE
[
[
FOREWORD/ SOCIAL 3.0/ TRENDS/05/BEFORE ANYTHING ELSE, ENGAGE.

“We’re seeing a shift in

222%
media planning, inspired by

[ Pierre Quievreux, Regional Head of Media, Ogilvy ]

an organic renaissance.
Gradually we optimise less
for reach and eyeballs, but
brands seem to understand
YoY increase
and prioritise the value of
in media allocation
on engagement- rst qualitative engagement such
campaigns as repeat views, shares and
[ SOURCE: OSL INTERNAL DATA, 2023 ]
meaningful interactions.”

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“Previously we were set up for creating nice, clean social videos.

[ Aline Driesen, Integrated
Media Manager, IKEA ]

But TikTok demands a completely different kind of content now.

Trends and conversations change so quickly – there’s just no time for
the traditional process on this platform. We need to adapt to that shift.”

[ Sour Patch Kids, #GhostsFromYourPast ]

This is indicative of a bigger move away from pay-to-play approaches, meaning brands
compensating for brand- rst, audience-second content through paid media, towards
audience and interest- rst social content that’s geared for optimal organic performance.

This is fuelling a rise of brand social that’s more platform-native, and closer to lo- in uencer
generated content (IGC) or user generated content (UGC) compared to the “TV spot social
cut-downs” that dominated previous years.

This trend towards less formal, yet more engaging content calls for a radical recon guration of
big brand social set-ups to deliver content that is the antithesis of traditional advertising best
practice: unscripted, unpolished, unpredictable.
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FOREWORD/ SOCIAL 3.0/ TRENDS
[06
VIDEO:
[
[ THE LONG
& THE SHORT
OF IT
[
[
FOREWORD/ SOCIAL 3.0/ TRENDS/06/VIDEO:THE LONG AND SHORT OF IT

58.5%

[ SOURCE: EMARKETER ]
of time on social
will be spent
watching video

[ SOCIAL MEDIA TRENDS 2024 ]

FOREWORD/ SOCIAL 3.0/ TRENDS/06/VIDEO:THE LONG AND SHORT OF IT

[ Rashi Lakhotia, Senior Manager

Brand Creative, Absolut Global ]

“I’m re-evaluating my take on long form video, because of course,

we know snackable content works. But, if it's adding intentional value
and it’s not just frivolous promotion, you have consumers’ attention.”

[ Bubbaloo, Bubba Talks ]

TikTok is the new TV, and watching video remains the dominant consumer behaviour
compared to other social media activity.

The dominance of TikTok and Instagram Reels, and the uptake of YouTube Shorts speaks to
consumers’ enduring love for punchy short clips. In the year ahead however, we expect a rise in longer
video, which offers more potential for ad placements and creative brand content (think of tutorials).

Who can forget Hilton Hotels’ 10-minute blockbuster TikTok ad of 2023? Or look at how YETI
highlights grassroots organizations. Expect your favourite brands to develop a layered social video
strategy, with punchy shorts for hard-hitting messages, coupled with longer edutainment style
content and explorations into ownable serialized formats, from talk shows to lifestyle.

For brands in 2024 the priority will be testing and balancing short and long form video. This is
something Mondelēz’ Qaiser Bachani sees across his organisation as well: “what cuts through in a
short format, might be a valuable entry point for long-form content. For our brands - where
storytelling really matters - it’s important to have that extra length across different platforms”.

[ SOCIAL MEDIA TRENDS 2024 ]

 [07
[
FOREWORD/ SOCIAL 3.0/ TRENDS

[
AI
[
[ IS
INESCAPABLE
 FOREWORD/ SOCIAL 3.0/ TRENDS/07/AI IS INESCAPABLE

[ Stanislas Magniant EMEA Director, Social Media Listening & Engagement, TCCC ]
“I nd myself as excited by the
prospect of this new cycle of
innovation as I was when social
emerged 10-15 years ago. With
Coca-Cola and OpenX* being
pioneers in this space, this couldn't
be a more exciting time and place
[ Create Real Magic, The Coca-Cola Company ] to harness GenAI to accelerate
our marketing transformation.”

[ SOCIAL MEDIA TRENDS 2024 ] * OpenX is the WPP bespoke team dedicated to The Coca-Cola Company partnership
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(Gen)AI is poised to turbo-charge brand social teams in 2024.

A lot has been already said and written about AI, so we don’t want to overdo this. The emphasis on
machine learning and democratisation of AI will increasingly automate community management
functions like social monitoring and customer service, whilst equipping brand teams with a wealth of
data on customer behaviour, sentiment and social listening.

This will empower teams to prioritise high potential interactions with a human touch, as well as more
strategic and creative initiatives that take brand efforts to the next level.

Also - and this is crucial for platforms suffering from the loss of data signals and cookie cutting - well-
trained AI models can support in providing deeper and relevant targeting solutions for personalised
content delivery (e.g. Meta’s Advantage+), conversational search (Google’s Bard), as well as optimisation
(think TikTok’s AI-powered creative assistant feature).

On the creative front AI will also evolve rapidly in terms of richer and more tailored output. From
conceptual assistance and the evidently limitless possibilities of generative content creation (check
Coca-Cola’s Create Real Magic), to AI megastar personalities fronting big brand and purpose-led
campaigns. Cadbury’s Grand Prix-winning Shah Rukh Khan My Ad campaign in 2023 was a strong signal
of what’s to come.

[ SOCIAL MEDIA TRENDS 2024 ]

FOREWORD/ SOCIAL 3.0/ TRENDS
[08

[
[ TIKTOK
TOP RANKING
[
[
 FOREWORD/ SOCIAL 3.0/ TRENDS/08/TIKTOK TOP RANKING

Platform usage among Gen Z globally -

Platform usage by the youth cohort provides a temperature gauge on the state % that use at least monthly or more
of big social’s legacy platforms. 70,00%

Amongst Gen Z users, TikTok’s rise remains relentless at around 1,6B in Q3 of 2023,
and we believe this phenomenon will continue in 2024.

Having comfortably surpassed Facebook and Instagram in terms of time spent per
session, TikTok is the most important platform for big brands to crack in 2024. 55,00%
Snapchat is the only other major platform showing 2023 growth. X predictably has
fallen in the wake of management and platform turmoil.

[ SOURCE: GWI ]
However, despite its absolute numerical success, TikTok needs ongoing re nement to
maintain its top position. Recently, more ad-supported segments were introduced, 40,00%
supporting TikTok’s ambitions to become a super app for users looking for more than
serendipitous scrolling in the For You feed.

For instance, the platform reinforces last year’s trend of being one of the primary
search destinations for Gen Z. This led to the introduction of the Search Ads Toggle, 25,00%
enabling advertisers to gain more visibility within the platform’s discovery engine. In
terms of its advertising pilar, TikTok is estimated to grow in 2024 with double digits.

Additionally - while other social networks scaled back on this - TikTok expanded its
inventory with shopping ads and social shops, aiming to get more grip on commerce
and af liate marketing. Yet, live shopping no longer seems to be a priority. At least not 10,00%
in the West. 2020 2021 2022 2023

Reddit Snapchat Facebook Instagram

TikTok X Discord Twitch
YouTube

[ SOCIAL MEDIA TRENDS 2024 ]

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 [09
[
FOREWORD/ SOCIAL 3.0/ TRENDS
[
META STILL
MATTERS

[
[
 FOREWORD/ SOCIAL 3.0/ TRENDS/09/META STILL MATTERS

More than just the 20th anniversary of its blue app. Global advertising revenue, Q3 2023 -
For Meta, 2024 will be a season of further experimentation in a continued bid to win
% YoY ad revenue growth
back lost share of attention. AI will of course play a strong role in this, offering new
Q2 Q3
possibilities for creative content creation and solutions for direct response advertisers.
It will also continue to nurture Threads, the micro-blogging X competitor that’s now
rolled out across major markets worldwide and is further preparing its entry into the 30%
decentralised space.
26%

Meta’s legacy ecosystem should not be under-estimated. It remains a leading ad 23,5%

22,5% 22%
destination worldwide (recording more than 23% YoY growth and 98% of Meta’s

[ SOURCE: WARC ]
revenue comes from ads).

Also, we see a shift that the Meta ecosystem is particularly strong in emerging markets. 16%
Also deeper collaborations with retail media aggregators such as Amazon and further 15%
re ning of its targeting traits, will allow Meta to keep reaching at scale while ensuring 11,9% 12%
contextualisation as well. 10%
9,4%
8,2%
For big brands, Instagram particularly will stay as a key tool in the social arsenal - a 7,5%
5%
hotspot for discovery, video consumption and peer-to-peer interactions through DMs
3,3%
and voice features.

Future-focused marketers will be watching Zuckerberg’s progress in the space of 0%

ambient computing. The 2023 launch of the Ray-Ban Meta smart glasses collection is a
signal of a bigger long term shift happening in social and connected culture – away -4%
from passive content consumption in closed ecosystems, towards content and tools
that augment everyday experiences. -7,5%
Amazon Meta Spotify Microsoft Alphabet Snapchat

[ SOCIAL MEDIA TRENDS 2024 ]

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 [10
[
FOREWORD/ SOCIAL 3.0/ TRENDS [
LINKEDIN
[ AND THE RISE
[
OF B2B
INFLUENCE
 FOREWORD/ SOCIAL 3.0/ TRENDS/10/LINKEDIN AND THE RISE OF B2B INFLUENCE

LinkedIn is the social platform most

commonly used by B2B marketers and
their clients worldwide
2024 will see brands become more intentional and creative in how they use
LinkedIn, from upskilling staff to become vocal online brand ambassadors, to
tapping into the rise of B2B in uencers. LinkedIn 80%

For B2B brands, LinkedIn has become an invaluable touchpoint for professionals and
businesses to showcase some of their best assets - company culture and staff YouTube 63%
expertise.
Facebook 57%
75% of B2B businesses already leverage B2B in uencers like CEOs, academics and
doctors. Strategic employee engagement initiatives are next up, with more brands
looking to incentivise staff into sharing insider knowledge through active digital Instagram 52%
networking.

We predict 2024 will see a long-due refresh of the content culture of LinkedIn, X / Twitter 39%
following its “cringe era” that was more clickbait than conversational. With the future
of X still murky, LinkedIn stands poised to bene t from an in ux of quality opinion
TikTok 16%
leaders looking for a new public town hall for their thoughts. The professional social
network offers a strong alternative, with more than 950 million users.
Amazon 9%
B2B in uence growth is not limited to LinkedIn. TikTok with its depth of engaging
audiences too is home to a burgeoning group of professionals across several industries
who are nding new audiences for their expertise through snappy short-form video. Snapchat 4%

0% 20% 40% 60% 80%

[ SOURCE: EMARKETER ]

[ SOCIAL MEDIA TRENDS 2024 ]

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04 WRAP UP

[ SOCIAL MEDIA TRENDS 2024 ]

FOREWORD/ SOCIAL 3.0/ TRENDS/WRAP UP

“To succeed in the age of IN CONCLUSION

social 3.0, brands need to
[ Awie Erasmus, Chief Strategy Of cer, Ogilvy ]

become culture-first players. A primer to succeed at this:

This necessitates the • Activating intelligence to become responsive to culture and conversation.
• Prioritising quality engagement over more traditional media metrics.
development of increasingly • Adopting a collaborative mindset to deliver standout and engaging brand
experiences.

dynamic social strategies • Unlocking the full power of creators, both for content development and
extended reach through in uence.
• Meaningfully engaging communities, both from within the brand and from
that allow brands to respond •
the outside.
Developing t-for-audience and t-for-platform content.

to trends and shifts at the • Putting the audience rst and the brand second.

Navigating the new social media landscape might feel a bit daunting and like
speed of culture.” unchartered territory, but it is also truly an exciting time for brands with new
opportunities to reach audiences in innovative, interesting and meaningful ways.

Just keep culture at the heart of your narrative and eventually you might just
make it your own.

[ SOCIAL MEDIA TRENDS 2024 ]

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REFERENCES
https://www.wired.com/story/tiktok-new-show-tv-takeover/ https://www.thedrum.com/news/2023/12/29/musk-s-mayhem- https://fortune.com/2023/02/27/linkedin-evolution-networking-
tiktok-testimony-heres-our-top-20-media-stories-2023/ job-site-cringe-posts/
https://www.businessinsider.com/the-north-face-delivered- [ Disclaimer ]
jacket-via-helicopter-viral-tiktok-complaint-2023-/ https://digiday.com/marketing/the-rundown-tiktok-2024- https://business.linkedin.com/sales-solutions/resources/
spending/ valuable-relationships/establish-credibility-with-thought-
References are listed per trend, although there is some overlap
https://www.thedrum.com/news/2023/05/31/inside-the-viral- leadership/ between the different chapters. Aside from online sources, we
heinz-x-absolut-tie-up-sent-pasta-sauces-sales-soaring/ https://www.ogilvy.com/ideas/influencing-business-global-rise- delved into proprietary insights, conducted internal brainstorming
b2b-influencer-marketing/ https://content-na1.emarketer.com/using-tiktok-b2b-marketing/ sessions, and scanned trade publications. Please note that some
https://adage.com/article/digital-marketing-ad-tech-news/how- statistics or numbers may vary over time. Additionally, certain
tabasco-using-tinx-reach-gen-z/2467006/ https://www.ogilvy.com/ideas/has-metas-twitter-answer- https://about.fb.com/news/2022/08/introducing-new- platform features, formats or even networks might be discontinued
or rebranded. If there are any questions about the content of this
arrived-threads-glance/ automation-tools-to-increase-sales-and-drive-growth/
report that cannot be traced back in the references, please get in
https://www.tiktok.com/business/en/inspiration/ touch.
https://www.ben-evans.com/benedictevans/2023/3/6/ways- https://about.fb.com/news/2023/07/introducing-threads-new-
https://content-na1.emarketer.com/retail-trends-watch-2024/ to-think-about-amazon-advertising/ app-text-sharing/

https://digiday.com/marketing/the-rundown-tiktok-2024- https://www.insiderintelligence.com/content/2024-trend-short- https://www.meta.com/be/en/smart-glasses/

[ Images ]
spending/ video-monetization-problems-messaging-grows/
https://content-na1.emarketer.com/advertising-trends-
https://www.groupm.com/newsroom/groupm-releases-its-this- https://www.contagious.com/iq/l watch-2024/ Produced with image generators, sourced from published case
studies, acquired from stock image banks, and licensed from
year-next-year-2023-end-of-year-global-advertising-forecast/
proprietary campaign content. In case there are questions or
https://ogilvy-sociallab-brussels.prezly.com/vans-and-ogilvy- https://www.theverge.com/2023/12/14/23953986/threads-
concerns about the images used in this report, please get in touch.
https://www.ogilvy.com/work/ sociallab-teamed-up-with-viral-musician-jacob-collier-for-the- european-union-launch-eu-meta-twitter-rival/
most-off-the-wall-music-collab-live-on-twitch
https://www.ogilvy.com/ideas/2024-influencer-trends-you- https://www.kantar.com/campaigns/media-trends-and-
should-care-about/ https://ogilvy-sociallab.be/red_papers/affinity-scale-making-an- predictions-2024/
impact-in-a-personalized-context/ [ Edited by ]
https://www.thedrum.com/news/2024/01/03/2024-experts- https://www.contagious.com/iq/
discuss-evolving-role-generative-ai-marketing/ https://variety.com/2023/shopping/news/emma-chamberlain-
Dimitri Cologne, Awie Erasmus and Catherine Sackville-Scott.
warby-parker-collaboration-shop-online-1235810859/ https://blog.gwi.com/trends/biggest-consumer-trends/
https://www.tiktok.com/business/en/trends-whats-next/
https://www.goldmansachs.com/intelligence/pages/the-creator- https://www.statista.com/
https://www.ogilvy.com/ideas/flashover-creativity-business- economy-could-approach-half-a-trillion-dollars-by-2027.html/
society-age-ai/ https://www.mintel.com/consumer-market-news/global-
https://www.adweek.com/creativity/doves-latest-campaign- consumer-trends/
https://roadbook.com/travel/best-travel-trends-2024-tourism/ turns-its-back-on-tiktoks-bold-glamour-filter/

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