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People often assume that the new will replace the old. On social media, stories offered an alternative to posts, niche apps were expected to grab more seats at the table, video came to replace text, and AI influencers have started pushing out content faster than real ones.
It’s incredibly easy for businesses to jump the gun.
But consumer attitudes and behaviors move slower than the technologies driving them, and can even start back-pedaling. As we’re going to see, old habits really do die hard.
We don’t have a crystal ball - no one does. Instead, we’re serving up the top changes that have taken place over the last year, and suggesting ways for brands to prepare for what’s next.
Key insights
Consumers scroll to connect, discover, and stay informed
Social platforms are evolving, as are the reasons we scroll. News consumption, messaging friends and family, and product research are up on certain sites. Brands need to lean into trending conversations and cater to the ways their audience seeks information.
People want both free speech and online safety
Consumers want to express themselves and don’t like the idea of being censored, but they also don’t want that to put their reputation or others’ wellbeing at risk. Disappearing content, customer communities, and the comments section are great ways to get people talking in a safe space.
Trending videos are about more than likes
While many people watch branded videos, there's been a drop in people following accounts across the board. Brands need to start looking more at metrics like watch time, post saves, and video completion rates over number of followers when they pay to promote their videos.
Some apps don't get enough attention from marketers
There’s a mismatch between the apps companies use, the apps consumers use, and the ones business decision-makers use for research. Our data suggests that YouTube, TikTok, Snapchat, and one or two others are being under-utilized by marketers.
With consumer insight, the future’s full of possibility
Companies don’t want to risk falling behind on AI, and are worried about future bans affecting their business. They can future-proof their brand by knowing how people feel about AI-generated content, and the apps or media they’re most likely to use if any bans occur.
People often assume that the new will replace the old. On social media, stories offered an alternative to posts, niche apps were expected to grab more seats at the table, video came to replace text, and AI influencers have started pushing out content faster than real ones.
It’s incredibly easy for businesses to jump the gun.
But consumer attitudes and behaviors move slower than the technologies driving them, and can even start back-pedaling. As we’re going to see, old habits really do die hard.
We don’t have a crystal ball - no one does. Instead, we’re serving up the top changes that have taken place over the last year, and suggesting ways for brands to prepare for what’s next.
Key insights
Consumers scroll to connect, discover, and stay informed
Social platforms are evolving, as are the reasons we scroll. News consumption, messaging friends and family, and product research are up on certain sites. Brands need to lean into trending conversations and cater to the ways their audience seeks information.
People want both free speech and online safety
Consumers want to express themselves and don’t like the idea of being censored, but they also don’t want that to put their reputation or others’ wellbeing at risk. Disappearing content, customer communities, and the comments section are great ways to get people talking in a safe space.
Trending videos are about more than likes
While many people watch branded videos, there's been a drop in people following accounts across the board. Brands need to start looking more at metrics like watch time, post saves, and video completion rates over number of followers when they pay to promote their videos.
Some apps don't get enough attention from marketers
There’s a mismatch between the apps companies use, the apps consumers use, and the ones business decision-makers use for research. Our data suggests that YouTube, TikTok, Snapchat, and one or two others are being under-utilized by marketers.
With consumer insight, the future’s full of possibility
Companies don’t want to risk falling behind on AI, and are worried about future bans affecting their business. They can future-proof their brand by knowing how people feel about AI-generated content, and the apps or media they’re most likely to use if any bans occur.
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