Sharyn Smith
The AdNews end of year Perspectives, looking back at 2024 and forward to next year.
Sharyn Smith, Founder and CEO, Social Soup
From sub-cultures to niches to the very fringes of the internet – social media in 2024 was defined by specificity. People demanded authentic and relatable content, content that was a world away from the previous picture-perfect portrayals of aspiration that once filled social feeds. This shift underscored a growing cultural desire for connection, a shift that saw micro influencers emerge as engaging and successful brand ambassadors, helping shape conversations and get the message across, often better than traditional macro creators.
It was also a year defined by innovation across a few key categories:
Cultural Trends and Creative Shifts
Trends continued to shape influencer content but evolved significantly. Gone are the days of fleeting dance challenges and viral fads. In their place, trends grounded in cultural conversations emerged: think “mindful and demure” or “brat summer” type themes. Creators who successfully tapped into these cultural moments often found themselves at the centre of broad engagement, reflecting a shift towards meaningful, community-driven moments.
AI Part 1: The Silent Partner in Creativity
AI tools became an integral part of content creation. Research by Social Soup found that over 50% of creators are using AI to streamline their workflows. The renewed reliance on AI this year allowed creators to keep up with the increasing demand for fresh, engaging content while maintaining their unique voices. Our research found that AI is particularly valuable in generating ideas, automating repetitive tasks and enhancing creativity, working as a silent partner behind the scenes.
AI Part 2: Gamification and the Trust Crisis
AI’s expanding role in content creation comes with challenges. The increasing prevalence of AI-generated content risks eroding audience trust, as people struggle to distinguish real from synthetic. To counter this, brands that prioritise editorial integrity and authenticity will gain a competitive edge, potentially leading to a resurgence of trust in both legacy and new digital-first media brands. At the same time, AI is likely to enable new, innovative approaches to content, particularly through gamification, creating interactive experiences that foster deeper engagement.
The Rise of Over-40 and Over-50 Creators
An unexpected trend gaining traction is the rise of creators aged 40 and older, particularly on TikTok. Their no-nonsense, genuine content resonates strongly with younger audiences seeking practical advice and relatable perspectives. This presents a valuable opportunity for brands to engage diverse age groups with authentic messaging that bridges generational divides.
Looking ahead to 2025, the influencer marketing industry will increase its focus on genuine storytelling while navigating an increasingly AI-driven landscape and shifting audience dynamics.
To thrive in this rapidly changing landscape, brands must focus on doubling down on relatability and transparency by, for example, developing campaigns centred around genuine human connections or collaborating with creators who have earned their communities’ trust through authentic storytelling.
AI will, of course, continue to grow and evolve. Brands need to leverage AI as thoughtfully as they can. Yes, using AI to enhance creative processes and engagement strategies will pay dividends, but you need to maintain a distinctly human touch, or your audience will see right through you.
There are also new voices and platforms to consider. By embracing and expanding partnerships with creators from diverse and non-traditional demographics, such as over-40 TikTok influencers, you can really broaden reach and trial.
Authenticity will become even more critical in 2025. The creators and brands that succeed will be those willing to have honest conversations, deliver meaningful content, and build genuine connections with their audiences. At a time marked by AI advancements and evolving consumer dynamics, trust will remain the ultimate currency – and an essential element for forging deeper relationships with consumers and driving meaningful impact.
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