From new platform launches to pop culture phenomena, this year saw no shortage of trends and transformative shifts in social media. Demonstrate's latest report dives into some of those key moments and how they’ve shifted the social media landscape, not to mention the way marketers, creators and consumers interact. Catch some of the team’s takeaways below, and click here to read the full report and stay ahead in the social game in 2024.
The Launch of TikTok Shop in the US | Jenn, Senior Account Supervisor
I (and I think most people!) have always viewed TikTok as a destination for raw, unfiltered and unedited content. As a result, it’s also become a platform for honest reviews and unpaid brand plugs - cue the “de-influencing” trend - while other social platforms like Instagram are driven by beautifully curated feeds, edited and overwhelmingly sponsored content from creators.
I’m curious to see if and how the rollout of TikTok Shop in the US will (or will not) shift the platform and the content that’s rising to popularity on it, in giving brands another e-commerce channel and creators a new income stream. Is this the QVC of TikTok? Sure feels like it when I intentionally scroll past a TikTok Shop video that feels like a sales pitch I didn’t ask for.
I imagine we’ll see brands testing & learning to see if TikTok Shop proves to be an additional ecommerce revenue stream, or if it’s a flop.
Girl Math | Jillian, Assistant Account Executive
Binary gender roles and humor has always been popular, but especially now with current political discussions surrounding women’s reproductive health are a big topic in the US since summer 2022.
Girl Math plays into the idea of how women and men view spending money, particularly women rationalizing purchases as money-saving or cost-effective, even if the purchases are not. This is a window into how marketing for consumer goods through emotionality and self-care messaging has been embraced through its audience’s perspective on spending power and rationalization.
Marketing and advertising tactics can tap into this trend by embracing its humor, addressing the emotional aspect of spending as self-care, and acknowledging the immediate joy it brings.
AI & Misinformation | Sean, Partner & CCO
While AI’s transformative potential for society is undeniable, our ability to “control” it — in the face of unclear intentions and oversight — is lacking to say the least. I’m watching this unregulated space because we will (if not already) find ourselves challenged by misinformation as bad actors exploit AI tools to develop campaigns and content at unprecedented speed, scale and nuance.
In the past, the conception, development and dissemination of erroneous and misleading information would take substantial resources to execute— but now AI enables the creation and deployment of tailored content on an unprecedented scale, doing the work of nations at an individual scale... but faster with hyper-personalized falsehoods that capitalize on bias.
As brands continue to harness the power of AI, it is paramount to instill ethical guidelines, diverse perspectives and checks to prevent the spread of deceptive content.
A Collaborative Canvas | Valerie, Creative
Love it or hate it, there's no escaping the rapid growth of AI in our products and services. The abundance of AI-powered tools may trigger feelings of self-doubt, spark intrigue, or a mix of both.
But what does this mean for us and the creative process? With AI, it can speed up brainstorming sessions, provide inspiration, and streamline concept creation by generating multiple variations at your convenience. Creative blocks are a thing of the past! However, it is important to understand that AI is a tool for our creativity, not a replacement for it. Our ability to infuse new ideas with emotional depth is one of the many values we possess. Instead of removing humans from the equation, position AI as a powerful tool to work with and build upon.
The future of creativity lies in a blend of experiences. While AI can enhance our creative process, it’s ultimately our responsibility to exercise creative control in our own unique ways.
Mental Health & Self Care | Zach, Account Director
Growing up in a time/world where speaking about mental health felt taboo, social media has been an important place to rewire society and create a space to discuss mental health issues, share personal experiences, provide support, and promote self-care strategies. This includes destigmatizing mental health challenges within our communities.
Beyond social’s ability to reduce stigma, provide information and education, create support communities and access to professionals, mindfulness and expression, mental health challenges and awareness campaigns also abound such as Bell Canada’s #BellLetsTalk in addition to #worldmentalhealthday #YouAreNotAlone #MHChat, #MentalHealthChat #EndTheStigma #SelfCareSunday etc.
Embracing mental health awareness and initiatives can enhance a brand's reputation, resonate with consumers, and align with societal expectations. It's vital for brands to be genuine, sensitive, and considerate in their approach to avoid appearing opportunistic or insincere.
