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The dynamic landscape of social media continues to evolve, driven by technological advancements and shifting user preferences. It can be tough to navigate through all the information online, so we’ve compiled a list of our 2024 global social media predictions fuelled by our experience working in the African digital space. We hope this can help you understand the ever-changing online landscape and spark thought on how you can use that to your advantage on the African continent.

More AI Features on Social Apps

AI is transforming social media, notably through tools like DALL-E and Midjourney, revolutionising visual content. Despite excitement, concerns about style appropriation linger. Looking ahead to 2024, we predict an increased integration of advanced AI features on social media platforms, sparking discussions on the intersection of technology and creativity.

The monetization of intimate online communities

A trend that gained momentum in recent years is personal relationships between brand / creators and their audience, as seen by Meta’s introduction of Broadcast Channels. We expect that social media platforms will be exploring ways to enable users to monetize their close relationships by offering exclusive content, behind-the-scenes updates, or personalised interactions for a fee. Beyond platforms, we foresee that creators may also begin to explore ways to innovate the monetisation of tight-knit online communities. A great example would be the way that Popi Sibiya, a popular South African travel content creator has found a way to monetize her content by charging R70 to be part of her Close Friends.

Music and Social Media Integration

We predict that the synergy between music and social media is set to deepen in 2024. Social platforms are increasingly recognizing the importance of integrating music seamlessly into the user experience. This integration not only enhances user engagement but also opens up new avenues for artists to showcase their work and expand their audiences.

Shift to niche platforms for community building

Finally, we expect to see a shift as brands and creators move from mainstream platforms to niche alternatives. The trend reflects a growing preference for authentic connections over sheer numbers. Quality content gains precedence over quantity, driving users to seek more intimate spaces for engagement. The social media landscape is evolving towards depth, not just reach.

The year 2024 promises to be a transformative one for social media. As the digital space advances, it’s essential for agencies, brands and creators to adapt, and to harness the opportunities presented by these innovations.

Thanks for taking the time to read about our 2024 social media predictions. If you would like to get in touch about working together or would like to find out more about how we can help your organisation communicate effectively through digital, feel free to reach out on or 083 290 7146.

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