According to Forbes, 16 marketing experts from the Forbes Agency Council have identified the most critical social media trends B2C brands need to act on immediately. The consensus reveals a massive shift toward authentic, raw content that builds real connections rather than polished advertising. Key trends include TikTok’s advertising advantages with its new Shop feature, social platforms becoming primary search engines, and the rise of direct message-driven commerce. Brands are also seeing success with creator-driven microcontent and intimate community building over mass virality. The experts emphasize that these changes represent fundamental shifts in how consumers discover and interact with brands online.
The Authenticity Revolution
Here’s the thing: people are completely over polished, perfect brand content. They’re scrolling past it faster than you can say “brand guidelines.” The experts are unanimous on this – T. Maxwell from eMaximize calls it “raw, real experiential content,” while Bryanne DeGoede from BLND Public Relations sums it up as “authenticity over aesthetics.” Basically, content that looks like it was made by a real human beats corporate perfection every time now.
But here’s the catch – you can’t fake this stuff. As Lars Voedisch from PRecious Communications puts it, we’re in the era of “algorithmic authenticity.” The platforms themselves are literally rewarding content that feels genuine. So if your brand tries to manufacture authenticity? Consumers will see right through it. The question every brand should be asking: Does this content serve our story, or are we just chasing the algorithm?
Where Shopping Meets Social
TikTok isn’t just for dance challenges anymore. Adrian Falk from Believe Advertising points out that TikTok ads are “winning the game” with lower costs than Meta and seamless shopping through TikTok Shop. But that’s just the beginning of the commerce transformation.
Now we’re seeing commerce move into direct messages. Gabriel Shaoolian from Digital Silk describes how DMs on Instagram and TikTok are becoming shopping carts and loyalty moments. Imagine having boutique-style conversations at scale – that’s the potential. Meanwhile, Dani Mariano from Razorfish reminds us that social platforms are becoming the new search engines, especially for younger audiences. So your social presence? It’s basically your digital storefront now.
Smaller, Deeper Connections
This might be the most interesting shift: brands are moving away from chasing massive follower counts and toward cultivating intimate spaces. Jacquelyn LaMar Berney from VI Marketing calls it “intimate social” – think Close Friends lists, private communities, and creator collaborations that feel personal.
And it makes perfect sense when you think about it. People are exhausted by performative content. They want belonging, not just another brand shouting at them. This aligns with what Ellis Verdi from DeVito/Verdi observes about the growth of private groups and niche communities like Nextdoor. The strategy? Stop trying to be everything to everyone and start building real connections with your actual audience.
The AI Question
AI-generated creativity is coming whether brands are ready or not. Oksana Matviichuk from OM Strategic Forecasting sees potential in AI characters and AI-empowered user-generated content. But she immediately flags the “significant reputational risks” and ethical questions.
Meanwhile, Joanna Wiebe from Copyhackers drops a crucial insight about Reddit: major AI players are weighing it heavily as a trusted source. So if your target audience is active on Reddit (and you can check this with tools like SparkToro), you might want to pay attention to those subreddits. The AI revolution isn’t just about creating content – it’s about understanding where AI systems are getting their information too.
Cutting Through the Noise
With 16 different trends, it’s easy to get overwhelmed. But the through-line is clear: consumers want real human connection, not perfected marketing. As Tony Pec from Y Not You Media puts it, “Consumers trust faces more than logos.” That’s why creator ecosystems are replacing one-off influencer deals.
The bottom line? Brands need to ask themselves some hard questions. Does this trend align with our values and voice? Can we sustain it consistently? Does it build real connection or just create noise? Because in 2024, trying to be everywhere and do everything is a recipe for being nowhere meaningful. Focus on what actually builds trust with your specific audience – everything else is just background noise.
