5 Things that will shape social media in 2024

Merriam-Webster has announced that its 2023 Word of the Year is ‘Authentic’, which it defines as “not false or copied; genuine; real”. The word skyrocketed in search this year, a nod to the rapidly evolving role of AI in society.
People are craving for authentic content, therefore overly filtered content that was once used to populate our feeds is not getting as much attention as before.
Social media influencers and creators are increasingly using the authenticity angle to their advantage. A product like Instagram’s new Broadcast (similar to subscription-based services like Sunroom or Patreon) is becoming more popular, offering a new space for creators to embrace their vulnerability and transparency and foster a sense of familiarity with their audience (and monetise big-time).