2024 SUMMARY: SOCIAL MEDIA

2024 through the eyes of Jagoda Prętnicka-Markiewicz

Interview published at the aboutMarketing editorial.

The most interesting campaigns and activities of brands and companies in social media in 2024

The most interesting campaigns and activities of brands today cannot be divided into offline and online, social media and OOH. All activities intermingle.

Below are three campaigns that were memorable to me this year.

Tinder – “It Starts With a Swipe”. This year’s global Tinder campaign embraces the nuances and diversity of modern relationships, challenging traditional views of dating. The campaign goes beyond the typical stories of casual encounters, highlighting the opportunities that flow from the app. Tinder seeks to redefine its position in the dating community, capturing the different stages and emotions of relationships. A visually appealing narrative illustrates the key stages and feelings associated with dating. It resonates with 63% of Tinder users who want to connect with like-minded people. The campaign spanned streaming platforms, social media and OOH – everywhere from the New York subway to Berlin trains.

Spotify – “Summer Sounds” Playlists. I’ll admit that I’m a huge fan of Spotify’s platform efforts. In 2024, the streaming portal created a series of personalized “Summer Sounds” playlists based on users’ music habits and summer music trends. The campaign included interactive features such as the “Summer Soundtrack Generator,” which allowed users to create and share their own playlists. These activities increased user interaction with the app and generated interest in summer music trends. The personalized nature of the activities contributed to widespread social media buzz.

(No SoMe campaign) British Airways. British Airways’ latest campaign proves how a subversive marketing strategy can transform a brand’s image. The airline wanted to tap into travelers’ emotions by deliberately breaking traditional marketing rules. 500 advertising spots (OOH campaign) with photos of aircraft elements on big screens in central London, for example, which heightened the “wow” effect. The lack of slogans, the absence of an online campaign and a CTA aroused interest and amazed the form. Paradoxically, British Airways’ lack of a digital campaign resulted in organic and massive photo sharing on social media. The success of the campaign was due to its innovative departure from convention.

Changes and trends that dominated social media in 2024

The year 2024 brought a number of changes to the world of social media that affected both users and brands.

Content generation through AI. Creating content with the help of AI – from text to graphics and videos – allows brands to act faster and more efficiently. An example is the Jacquemus profile, which stands out for its creativity. To succeed in this dynamic environment, brands must rely on authenticity and personalization.

Short video formats. Platforms such as TikTok, Instagram Reels and YouTube Shorts dominate. These short and dynamic contents are eagerly consumed by users, capturing their attention in a limited amount of time.

Live streaming. Live streaming is becoming more and more advanced. This trend can be seen especially in video shopping. Buying products directly from videos combines entertainment with e-commerce, creating a new form of interaction between brands and consumers.

The impact and use of AI in social media in 2024 and how it may change in the coming 2025

I won’t surprise anyone by saying that in 2025 we can expect further development of AI, with a focus on ethics and transparency, as well as the introduction of advanced AI-based analytical tools.

Key trends for 2025 may become:

Phygital Experience. Integration of physical and digital experiences is becoming an imperative in brand strategies. Consumers expect a seamless blending of the two worlds, such as through interactive hybrid events or augmented reality (AR), which enhances traditional shopping with immersive online elements. Solutions such as holographic ads or dynamic QR codes could revolutionize the customer journey.

User-Generated Content 2.0. The era of UGC is undergoing an evolution. User-generated content using artificial intelligence-based tools will play a key role. AI-driven UGC will enable personalization of content to an unprecedented degree, driving greater community engagement. Campaigns based on co-creation of content by the brand and users will effectively build authenticity and loyalty.

Social Commerce Beyond Clicks. Social commerce is entering a new era, where the shopping experience is becoming more contextual and storytelling-driven. Live shopping, enhanced with AI and AR technology, will dominate, creating interactive shopping sessions with gamification elements. Platforms such as TikTok and Instagram will introduce advanced features that enable instant shopping from video content, without having to go to external sites.

The year 2025 promises to be a time of intense change and AI adaptation in the social media world. Marketers who take a proactive approach and are willing to experiment with new technologies stand to gain a competitive advantage. The key to success will be the ability to combine innovative solutions with authenticity and understanding of consumer needs.

Jagoda Prętnicka-Markiewicz
Predictions by Anna Parysz
24 January 2025
Interview with Szymon Dziewięcki
22 January 2025