Navigating new seasons of social media trends

At least six out of ten people use social networks globally— a whopping 62.3 per cent of the total global population — while the number of social media users is projected to continue rising to almost six billion by 2027.

Closer to home, at least 28.68 million people, or 83.1 per cent of Malaysians, have a social media identity, a 20 per cent increase from last year.

Social media forms a major part of our lives and with the average social media user spending at least 2 hours online daily, it’s no wonder that trends and challenges take off faster than you can say #trending!

We’re now almost halfway through the year, and it’s given us a better look into the logic driving the tide on socials, the how, and (most importantly) the why. Let’s take a look at some of them.

The AI Evolution in Influencer Marketing

Artificial Intelligence (AI) continues to be a major transformative force in the social media scene, especially in helping creators organise their workflow!

A good 80 per cent of marketers shared that AI-based tools have saved them time while improving their efficiency, be it in areas such as content or caption generation, idea curation, and even backend tasks such as post-scheduling, KPI data analysis, and more.

As brands harness AI for enhanced customer insights and personalised engagement, influencers need to learn how to navigate this technological evolution, and utilise these tools to their best advantage

Cross-Platform Consistency and Specialisation by Creators

Brands now emphasise following preferred creators across multiple platforms, which is why the best way to ensure maximum follower reach and engagement is by cultivating a cohesive and compelling presence across multiple platforms.

As an influencer, your role has evolved beyond being an internet persona — you’re now a specialised professional with a talent for carving out a distinct niche that best suits your vibe and sets you apart from the crowd!

By cultivating a personal brand that champions principles such as authenticity, credibility, and professionalism, you can elevate your personal brand while attracting lucrative opportunities.

Influencers as Key Players

Influencers are now essential players in affiliate programs, boosting sales and building brand loyalty via their influence, even as brands shift towards ongoing partnerships instead of one-off projects. Influencers can create compelling content that resonates with their audience by developing authentic, long-term connections with brands, driving conversions and maximising affiliate revenue.

These ongoing collaborations help influencers connect more deeply with their followers, delivering consistent and genuine content that strengthens brand loyalty over time.

Performance-based deals also gain traction as brands prioritise measurable results and ROI, while influencers align with them on incentives to drive tangible outcomes and deliver value for both brands and audiences.

Centering Diversity and Representation

The world is full of diverse voices, cultures, and communities, and social media should reflect that. Brands and influencers need to embrace inclusivity and make sure all voices are genuinely represented in their content and partnerships.

This isn’t about just ticking boxes—it’s about real storytelling that includes different races, ethnicities, genders, sexual orientations, ages, and abilities.

By championing diversity, brands can build trust and loyalty with their customers, tap into new markets, and expand their reach. Embracing diversity not only aligns with global ethical practices but also boosts business success in our socially conscious world.

TikTok and the Boom of The Short-Form Video

Short-form video content is now the preferred format for digital consumption, with 96 per cent of consumers preferring short-form content. The reason? Brevity and visual appeal. The world is moving faster and faster, and people are moving along with it — they have no time to waste, which is why the sooner they can get to the heart of the content, the better.

So what does this mean for influencers? It means that creating content is now more than putting a concept together — it means learning to craft compelling narratives within brief time constraints, ensuring each second is both impactful and retains the audience's attention.

While challenging, to be sure, in mastering short-form video, influencers can achieve higher engagement rates, increase retention, and maintain a competitive edge in the fast-paced digital world.

As influencers chart their course through the dynamic waters of social media in 2024, the landscape presents a tapestry of opportunities and challenges. By embracing emerging trends, fostering authentic connections, and delivering value-driven content, influencers can navigate this ever-evolving terrain with confidence, positioning themselves as trailblazers in the digital realm.

This article is by Angeline, Tinker Society Founder