2024 Trends: Authenticity

Let’s talk 2024 trends…

Starting with the first buzzword of the year: authenticity. What else has been a trend since the dawn of TikTok? 😴

When I think back to the very early days of the 2020 Renegade Dance, TikTok was simply school and university students setting their phones up to record a 20-second clip to post there and then for their friends.

From there, as a result of the pandemic, it was a low-budget platform for marketing. Authenticity strikes again - the era of success for Ryan Air. “Because we’re really confident in what we provide when it comes to value and reach and connectivity. And there’s just certain things we don’t do other airlines do because it’s not necessary. We’re a low-cost budget airline. Being disruptive, playful, provocative, we know is going to grab attention for good and for bad. ” 🛫 Michael Corcoran in conversation with Cat Anderson from Sprout Social.

This is about where we began to look into TikTok's impact on all social media marketing as we knew it at the time.

If we now look wider at authenticity, according to Hootsuite’s Social Trends 2024, 34% of people agreed that a brand or org being too focused on self-promotion has the largest negative impact on how the audience views them 🤔 Hot take... but it sounds like brand insecurity to me.

Who are you, really?

Just like if you are confident in your abilities, you don’t have to remind the people around you of what they are; if you are confident in your product, you don’t have to spend all your time reminding people online that it simply exists. There is more to a relationship than that: depth, personality, and connection. “Social media is not a place where you talk at someone. It’s an interactive space where the exchange of value is a two-way street.” 🤝

Hootsuite Social Trends 2024

Ryanair’s social media marketing