Hootsuite has published its latest social trends report, based on insights from over 4,200 marketers, and 4,500 consumers, which highlights some of the key concerns, and opportunities, emerging in the sector.
The report is split into three key trend sections:
- AI
- Platform usage shifts
- Return on investment
The AI section shows the evolving approaches to generative AI usage, and how consumers view such from brands.
Organisations report that they’re planning to double their use of AI across various activities—even tripling or quadrupling it in some cases.
According to the Hootsuite Social Trends 2024 survey, there is a 318 percent increase in how much organisations plan to use AI for customer support activities in 2024 and 260 percent increase in how much organisations plan to use AI for editing images next year.
Different generations also have different levels of trust towards AI-generated content. For example, Gen Z are more likely to claim they know what’s real and what’s created by AI better than other generations.
They’re also more likely to trust and engage with AI content. Whereas, baby boomers are the opposite on all accounts.
Which is why transparency is key, especially when showing realistic scenes with AI content, in order to maintain a level of trust with brands audience.
For platform trends, Hootsuite’s data highlights the key areas of concern among social marketing teams, and how they maximise their performance.
You can view the full report here.
