8 - Predictions (Network/Cable, Streaming, Online, Social, Gaming, or AI)

 

Social Media has been around for a very long time now and it is still very popular no matter what age category we are looking at. More and more individuals are realizing the importance of content creation and are realizing the opportunities that are tied to it. Content creators or influencers are making huge numbers of money on posting on their social media channels. But what are the predictions for Social Media for the upcoming years. 

I think that authenticity is something that is going to be more and more important for content creators to stick to. Today it seems like the more a content creator is showing authenticity, the more engaging followers are they receiving. One example of this is Selena Gomez, that are mainly posting authentic content and is one of the individuals with most followers across her social media platforms. She is engaging in things that her followers can relate to and makes Selena feel very authentic. 

Carolyn MacLeod, Senior Manager, Social Media at PBS Kids, states "Authenticity will continue to be name of the game, especially as AI becomes a more commonly used tool. In a way, social media managers may want to think more like creators." Followers of content creators are only becoming more and more choosy and wary of content in their feeds. According to The 2023 Sprout Social Index, authentic, non-promotional content is the number one type of content consumers don't see enough of from brands on social media. And good old-fashioned responsiveness boosts authentic marketing and trust too. Carolyn continues, "With the advent of Meta's Threads, I think we'll see more of an emphasis on conversation and direct engagement with our audiences. Audiences and Fans are looking for the feeling of engaging with a real person with interests and opinions. 

Reflecting on the increasing need for human connection, Annie-Mai Hodge, founder of Girl Power Marketing, predicts a rise on authentic, long-form content on short video platforms - specifically TikTok. 

Recently, platforms have been dominated by short-form content centered around trending audio. However, Annie-Mai predicts there will be a noticeable shift towards more original and longer video content. This is evident in how TikTok and Instagram encourage users to create videos that exceed the typical 15- or 30-second length. The challenge for creators lies in incorporating long-form content without completely abandoning trends. 

The increasing demand for long-form content is a response to evolving consumer preferences and an outcome of broader societal changes, such as remote work and the influencer of AI, which have heightened the need for human connection.

Users actively seek content that aligns with their interests and fosters genuine connections, signaling a desire for a more personalized online experience. This increasing demand for authenticity in content creation is a key driver, with users gravitating towards creators who share genuine experiences and perspectives.