Media trends 2024

After an era dominated by short videos, longer video formats between two and five minutes are becoming increasingly popular on platforms such as Instagram and TikTok. This is driven by longer video lengths supported by the platforms and changing user behaviour seeking more depth in content (Social Media Dashboard).

Authenticity is becoming increasingly important as consumers favour authentic, non-promotional content. Brands are increasingly focussing on content created by real people such as influencers or their own employees in order to achieve greater credibility and resonance​ (Sprout Social).

Technologies that can recognise and process speech significantly expand the possibilities for content interaction and creation. They offer improved accessibility and user-friendliness, especially for people with disabilities. These technologies promote the personalisation of media content and increase accessibility, making them an important trend in the development of digital media.  

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There is a trend towards more private conversations and communities on social media. This includes private groups and channels where users can share common interests, leading to a change in the measurement of engagement metrics (Socialinsider).​

Generative artificial intelligence plays a key role by influencing creativity, search functions and media planning. This offers new possibilities for content and its personalisation, while ethical considerations and the authenticity of AI-generated content are also being discussed​ (dentsu Ad Forecasts).

Platforms such as TikTok are becoming favourite search sources as users look for reviews and information. At the same time, the integration of artificial intelligence into social media is expected to increase, bringing with it both opportunities and challenges for brands (Socialinsider Later).

The way consumers consume and evaluate media is changing. Streaming services and social media are increasingly influencing preferences and expectations, especially among younger generations who are looking for a personalised and immediate experience when discovering content and products (Deloitte United States).

The media trends listed for 2024 reflect an ongoing evolution and adaptation to the changing needs and expectations of users. With the increasing integration of AI technologies, the search for authenticity and the desire for more in-depth content, social media and digital platforms are becoming more dynamic and personalised.

For brands and content creators, this presents both new opportunities and challenges to thrive in a highly competitive environment while staying true to the core values of authenticity and user engagement. In this rapidly evolving landscape, the ability to adapt and innovate will be critical to both capturing consumers' attention and maintaining their trust over the long term.