SOCIAL MEDIA TRENDS AND DIGITAL ACTIVISM

As of 2024, Africans are no longer using phones as a piece of luxury or for the sole aim of just making calls. This is due to several notable trends that are shaping the landscape of social
media. Without much ado, let’s dive into these trends:

1. AI Integration: Social media platforms
are using AI to enhance user experience and streamline operations. This can be seen in the use of AI for content creation, ad targeting, and personalized user
interactions. Platforms like Meta, for instance, have introduced generative AI tools that help marketers create ad content more efficiently.

2. Influencer Marketing: The role of influencers continues to grow, with businesses significantly increasing their spending on influencer marketing (and I don’t see this ending soon). This trend is particularly strong on platforms like Instagram and TikTok, where influencers (those with 10,000 to 99,999 followers who offer higher engagement and authenticity) have become key players in brand promotion.

This approach is more cost-effective compared to traditional celebrity endorsements and resonates better with audiences seeking genuine interactions.

3. Social Commerce: Shopping directly through social media platforms is becoming more prevalent. Features like TikTok Shops and Instagram’s shopping tools allow users to purchase products without leaving the app, making the
shopping experience more seamless and integrated.

4. Private Communities: There is a shift towards more private, community focused interactions on social community-focused seeing increased use of private groups and chat functionalities,
which provide users with spaces to connect over shared interests while offering brands and organizations new avenues for engagement.