The Future of Social Media

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SOCIAL MEDIA TREND

📊 The Future of Social Media: Key Trends from H2 2024
^{Insights from Tubular}

In H2 2024, the social media landscape is undergoing significant changes, driven by shifts in content formats, platform performance, and technological advancements like AI. Brands and creators must adapt to these trends to remain relevant and engage audiences effectively. This report delves into the major trends shaping the social media ecosystem.

• Macro Trends Shaping Social Media: Social media consumption trends from 2023 to 2024 reveal substantial shifts. AI is transforming traditional categories like dance and animal content, while gaming content, especially on YouTube, hit 6 billion monthly views by June 2024. Music platforms like TikTok are fostering more collaboration between musicians and audiences, driving new ways of content creation.
  

• The Growth of Long-Form Content: While short-form videos have dominated in recent years, audiences are now shifting towards longer, more immersive content. Platforms like TikTok and YouTube have seen increased engagement for videos between 2-5 minutes. Short-form content (0-30s) saw a 14% decline in views, while long-form (1-2 minutes) witnessed a 7% increase in views, signaling a shift in audience preferences.
  

• Platform-Specific Strategies: YouTube remains the hub for long-form gaming content, with gameplay videos reaching a record 6 billion views in 2024. Meanwhile, TikTok’s long-form content, especially in beauty, music, and finance, is gaining momentum, and Instagram has seen a 33% year-over-year increase in engagements, reinforcing the need for brands to tailor their strategies to each platform’s strengths.
  

• AI’s Emerging Role in Social Content: AI is becoming central to social media trends, with innovations like AI-generated dance videos and machinima gaining popularity. The rise of AI-generated content is creating new opportunities for personalized, engaging social experiences, reshaping traditional categories and driving future growth.
  

• The 2024 Paris Olympics and Social Media Engagement: The Paris Olympics demonstrated how social media can enhance global events. Athletes like Simone Biles capitalized on platforms like TikTok, amassing over 3.3 billion views, while broadcasters like Peacock used influencers to offer interactive, entertainment-driven Olympic content.

As social media continues to evolve, brands and creators must adapt to changing content formats, explore cross-platform strategies, and embrace new technologies like AI. 

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GOOGLE

🛒 Google to Unify Schema Markup & Merchant Center Feed Data
^{Insights from Search Engine Journal}

Google is working to unify two key product data sources that drive shopping results: schema.org structured data markup on websites and product feeds submitted via Google Merchant Center. This initiative aims to simplify data management for merchants and ensure consistency across product listings.

The Scoop:

• Leveraging Dual Product Data Pipelines: Currently, Google uses both structured data from schema.org and Merchant Center product feeds to display rich product listings in search results. Merchants are encouraged to utilize both methods to ensure full coverage across Shopping and Image tabs.
  

• Addressing Data Discrepancies: Discrepancies between schema.org markup and Merchant Center feed data can result in inconsistencies in product information. Google plans to unify these data sources to bridge gaps and streamline product details like pricing, availability, and variants.
  

• Simplifying Merchant Product Management: The goal of this unification is to reduce redundant work and make it easier for merchants to maintain consistent product listings. Google will address overlapping attributes and keep marketers informed through schema.org’s GitHub community, inviting public feedback.

Merchants should audit their current product data for inconsistencies and prepare to adapt as Google rolls out its unified product data model. By aligning with these changes, businesses can improve visibility in Google Shopping results and provide consumers with more relevant, accurate product information.

YOUTUBE

🛡️ YouTube Unveils New Tools to Protect Creators from AI Copying
^{Insights from YouTube}

As AI technology advances, YouTube is rolling out measures to help protect creators from unauthorized use of their voice, likeness, and content. These new tools aim to help creators manage AI-generated imitations of their work, ensuring that AI enhances rather than exploits their creative efforts.

The Scoop:

• Enhanced AI Detection: YouTube is expanding its existing Content ID system with new features to detect AI-generated content, including synthetic voices and deepfake videos. A pilot program launching next year will allow artists to manage AI-generated music that replicates their voices or styles automatically.
  

• Preventing Unauthorized AI Scraping: YouTube is tightening its protections against companies using creator content without permission for AI training purposes. Firms like OpenAI and Nvidia have been identified for scraping videos without consent to develop AI tools, violating YouTube’s terms of service. YouTube will block such activities and strengthen detection systems to guard creators’ work.
  

• More Control for Creators: YouTube is also introducing options to give creators more control over how their content is used by third parties for AI development. Later this year, the platform will offer creators more transparency and decision-making tools regarding the use of their content in AI training.

With these new tools, YouTube is taking steps to safeguard creators in the evolving AI landscape, ensuring their work is protected from misuse while allowing them to harness AI technology to enhance their creative output.

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🗞️YouTube is rolling out new AI detection features to combat deepfakes. The “synthetic-singing identification technology” will use audio matching to identify and manage AI-generated voice imitations. Additionally, Another tool will detect deepfakes of real faces, assisting celebrities and politicians in controlling unauthorized likeness use.

📺Media buyers are poised to raise ad spending by 11.8% in 2024, up from the previous forecast of 9.5%, driven by increased political advertising and the Summer Olympics. Connected TV (CTV) will lead with an 18.4% growth, followed by social media at 16.3% and paid search at 13.1%.

That’s all for today! While we curate another Viral Scoop for Monday, let us know how you felt about today! And share this with someone who’d love it.🥰