Future Focus - Meta: What does 2024 hold?
As we look ahead to 2024, it's clear that Meta is set to make significant strides in numerous ways. We asked our social strategist, Phia Folkes, to give us her predictions for what 2024 could hold.
1. Embracing AI for Enhanced Engagement
Meta's commitment to integrating more AI tools and recommendations is set to continue in 2024. As engagement trends evolve, Meta recognizes the importance of staying ahead of the curve. AI-based recommendations, particularly the integration of Reels clips into user feeds, have already proven successful in boosting engagement. Users can expect to see more AI-driven content suggestions, making their Facebook experience more personalised and engaging.
2. Reels Dominance and Its Implications for Marketers
With Reels projected to continue dominating user feeds, marketers must adapt their strategies accordingly. To reach a wider audience, creating entertaining and engaging Reels content will be crucial. The decline in the reach of link posts underscores the shift from news content to entertainment. As such, the focus is shifting from direct Page and profile following to maximising engagement on individual posts.
3. Generative AI Features Take Center Stage
Meta's enthusiasm for generative AI is set to lead to more AI-driven features within the Facebook ecosystem. Users have already seen the introduction of generative AI backgrounds for posts and AI-generated stickers. The possibilities are vast, with potential applications including post prompts, AI-generated quizzes, and video creation tools. These features promise to make the platform even more dynamic and interactive.
4. Celebrity-Influenced AI Chatbots: A Novelty or a Misstep?
One of Meta's 2024 initiatives is celebrity-influenced AI chatbots, available across WhatsApp, Messenger, and Instagram. While initially intriguing, the novelty of chatting with a celebrity-modelled chatbot may wear off quickly. Users may prioritise utility over celebrity influence. As a result, I think Meta may scale back this approach to focus on chatbots that offer more utility and value.
5. Bridging the Gap to the Metaverse with Avatars
Meta aims to bridge users into the metaverse by encouraging more interaction through 3D avatars. This approach aligns with the growing trend of younger users engaging as digital characters in gaming worlds. Users can expect to see more avatar options within Facebook, including animated post features and stickers. Meta is also exploring ways to integrate users into avatar/VR interactions, providing a seamless transition into the metaverse.
6. Advancements in AR Glasses
While fully integrated AR glasses may not be commercially available until 2027, Meta is making strides in this direction. Positive reviews of Ray Ban Stories glasses and demos of the Quest 3 VR headsets with full-passthrough technology indicate that the technology is advancing rapidly. In 2024, Meta will continue to showcase AR glasses through early testing and real-world demonstrations, setting the stage for their eventual release.
7. Messaging Tools for Business and Advertisers
Messaging is becoming the new social media, with more users shifting to private messaging groups. Meta recognises this trend and is developing new ad options aligned with messaging. Businesses can expect more opportunities to connect with customers via messaging apps. Custom AI chatbot features will enable brands to build conversational AI bots, enhancing customer interactions.
So, 2024 promises to be an exciting year, what do you think?