The Future 100: 2024

Social media has always evolved at a pace that brands struggle to keep up with, but the transformation of user behaviors has never been greater than in the last 18 months. The brands that will be welcomed into feeds in 2024 are those who are set up to entertain and make the audience feel something. The key question is, in the age of AI, how can brands stand at the dawn of a new social media era, where emotion and automation collide like never before?

Discover the latest social trends!

Key Social Trends

Creator to consumer (C2C)

New platforms are allowing creators to build their own storefronts, enticing shoppers with a blend of content, storytelling, and personality, while offering a new discovery channel for brands and retailers.

Why it's interesting

Brands can bank on the lure of influencer tastemakers to draw in customers with a blend of personality, storytelling, and enhanced discovery.

Emotioneering

VML Intelligence’s data shows that crafting experiences with emotional payback brings mutual reward: consumers are more likely to spend on a brand that makes them feel, from joy to surprise, inspiration, and more.

Why it's interesting

It’s time for brands to disrupt the rational and explore the disruptive power of emotion. Consumers will invest in the brands that add emotional value to their lives in the form of re-enchantment.

Decelerating hype cycles

2023 saw a minor rebellion as users, irked by the pace at which new trends are being manufactured and hyped up. In an interview with VML Intelligence, journalists from Vogue Philippines agree that concepts presented as trends are not always as novel as they seem.

Why it's interesting

People feel overwhelmed by the sheer pace at which they are urged to consume. Some brands are choosing to decelerate, slow down, and allow time for people to savor experiences before moving on to the next thing.