As we navigate the ever-changing landscape of social media, it's crucial to keep an eye on what the future holds. To give you the most accurate and insightful predictions, we recently hosted a panel of industry experts — including Dante Nicholas (Spotify), Hannah Peery (Houston Rockets), Jon-Stephen Stansel (Chaotic Good Studios) and Gina Salvatore (Tampa Bay Lightning) —  If you missed the webinar you can register to watch the replay here.

The Push for Threads by Meta 🧵

One of the most talked-about shifts in the social media world is Meta's push for Threads. Jon-Stephen Stansel, formerly of Chaotic Good Studios, believes that Meta will continue to encourage brands and creators to adopt this new platform. "I think Meta will push brands and creators to use Threads, similar to what they did with Reels. Whether it will take off is still up in the air," he says. While Threads had over 100 million sign-ups in its first five days, its daily usage dropped significantly a week later. This volatility suggests that while Threads may be the new kid on the block, it's still finding its footing.

The Balance of Unhinged vs. Planned Content 🤪

In today's fast-paced social media environment, the debate between unhinged and planned content is more relevant than ever. Dante Nicholas from Spotify believes that a balanced approach is key. "I think a balance of both is good. Some brands can get away with unhinged marketing, some can't. Be cognizant of your audience and industry," he advises. Hannah Peery adds, "Gen Z is more open to unhinged content. There's a time and place for both." So, whether you're a brand that thrives on spontaneity or one that prefers a more curated approach, the key is to know your audience and adapt accordingly.

The Rise of Live Streaming 🎥

Live streaming is not a new concept, but according to our panelists, it's about to take center stage. Dante predicts a significant increase in live streaming, especially in areas like live shopping and produced events. "I think live streaming will see an increase in 2024. From live shopping to produced events, it's going to be big," he says. Hannah agrees, noting that brands are likely to invest more in this format. So, if you've been hesitant to jump on the live streaming bandwagon, 2024 might be the year to take the plunge.

The Role of In-House Influencers 🤳

The era of relying solely on external influencers may be waning. Hannah Peery believes that brands will start investing more in in-house influencers or employee ambassadors for more authentic engagement. "A video of a Target employee had over 4 million views, and that's impactful," she points out. This shift towards in-house influencers could revolutionize how brands approach social media marketing, making it more genuine and relatable.

AI's Role in Social Media 👽

While AI has made significant strides in various industries, its role in social media is still a topic of debate. Dante and Gina are skeptical about AI taking over the social media landscape. "I've used Photoshop AI, and it's been helpful for clearing up slightly blurry images. But I won't be using it as my main tool," says Dante. Gina adds, "I've seen people claim that GPT-3 did their whole 30-day concert calendar. I'm skeptical about how good that calendar is." So, while AI has its uses, it seems we're not quite ready to let it run the social media show just yet.

As we look ahead to 2024, it's clear that the future of social media is both exciting and uncertain. From the potential rise of new platforms like Threads to the evolving role of AI, brands and social media managers have a lot to prepare for. But one thing is certain: the insights from our expert panel offer valuable guidance for anyone looking to succeed in this dynamic landscape.

Want to watch the full discussion? Dive deeper into everything we uncovered with our experts here.

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