Ogilvy Unveils ‘The Future of Social’ for Brands and Organisations - Annual Marketing and Communications Trend Report Released

Examining 11 trends across key aspects of Social Influence, Social Content and Social Platforms, the report is designed to help marketing and communications teams navigate their way through the shifting social media landscape. 

Drawing on research, expert commentary, and other insights from around the world, it concludes that social strategies used to reach and engage audiences in the past no longer apply.

“Social media has transformed how brands and organisations have engaged audiences over the past 20 years. But ongoing social and cultural shifts, rapid developments in AI and the rise of disruptive competitors are presenting a host of challenges,” Ogilvy PR and Ogilvy Health CEO, Richard Brett, said.

“Although much has changed, social media remains as popular as ever, accounting for almost half of the time people spent on screens in 2023. Understanding the new social landscape is crucial for brands and organisations navigating these incredibly powerful marketing platforms.”

The trends in Ogilvy’s The Future of Social report include:

The Speed of Culture – Leaning into unscripted, unpolished and somewhat unpredictable content as a way of responding to moments of social traction

Influencers Are No Longer Human – The rapid rise in virtual influencers could see them account for up to 30% of influencer budgets by 2026

TikTok Top Ranking – The ongoing rise of TikTok as the most important platform for brands to crack in 2024

 

The Future of Social report and previous Futures reports can be downloaded at https://www.ogilvypr.com.au/insights