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A number of opportunities and challenges lie ahead for those looking to stay on top of social media marketing trends in 2024.

Change is in store for social media in 2024. One of the bigger impacts is likely to come from artificial intelligence, which is poised to further transform the biggest social media platforms and the marketing space more broadly. At a tactical level, generative AI will be an important consideration for marketers because of its impact on how systems operate.

Privacy demands are likely to become an even bigger industry issue in the months ahead, which will be partially driven by AI, tech that is already amplifying ongoing concerns in this area. The death of the cookie could see marketers taking a closer look at Facebook, TikTok and other platforms to bolster their media strategies, helping drive revenue gains for social apps.

As platforms continue to evolve and multiply, establishing a core message that can be used across channels will be key. With new platforms like Threads making waves and more platforms integrating short-form videos, there are a lot of social media marketing trends to keep up with. Knowing how to reach consumers on each platform is an imperative.

Staying ahead of innovation, and knowing when and how to jump on the latest social media marketing trends will be another skill to master in 2024. With all these changes in mind, we have compiled this playbook to help marketers plan their social media strategies going forward.

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The NFL’s house ad was the most effective commercial of all the spots running in Super Bowl LVIII by at least one measure: creative effectiveness, according to an analysis released this morning by advertising creative effectiveness analysis platform Daivid.

Popeye’s “The Wait Is Over” ranked closed behind based on the AI-powered platform’s proprietary creative effectiveness methodology, which tested all of the Super Bowl spots on a panel of nearly 200 Americans.

See the top 10 ranked below based on a score of “10” being most effective.

NFL “Born To Play” Score: 7.45

Popeye’s “The Wait Is Over” Score: 7.29

Uber Eats’ “Don’t Forget” Score: 7.23

CaraVe’s “CeraVe with Michael Cera…Ve” Score: 7.11

Paramount+ “Hail Patrick” Score: 7.10

T-Mobile’s “Audition” Score: 7.07

Mountain Dew’s “Aubrey Plaza Having a Blast” Score: 7.07

T-Mobile’s “That T-Mobile Home Internet Feeling” Score: 7.04

Bud Light’s “Easy Night Out” Score: 7.03

Pringle’s “Mr. P” Score: 7.01

State Farm’s “Like A Good Neighbaaa” Score: 6.93

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But with CBS controlling the game production this year, virtually every streamer lagged worse than it did in 2023, according to Phenix’s annual study

Paramount Plus delivered the least lag time between the what was happening on the field Sunday in Las Vegas during Super Bowl LVIII and what streamers actually saw on their screen, with latency averaging 42.73 seconds, according to research company Phenix, which annually tracks streaming performance for the big game.

Fubo TV, which was working off CBS’ exclusive live feed of the game, registered the worst score, averaging 86.75 seconds.

Notably, every streamer that also presented the game last year saw an increase in lag time. Here’s how last year’s performances stacked up.

“This is the fifth year we’ve conducted our Super Bowl latency study, and unfortunately nothing has changed — the industry has yet to catch up with consumer demand to provide a real-time experience,” said Roy Reichbach, CEO of Phenix, in a statement.

Phenix didn’t go into specifics as to why scores deteriorated this year. The company did say that broadcast delays were worse Sunday relative to other recent Super Bowls.

“For today’s consumers, live sporting events are riddled with spoilers, especially as we continue to see this new ‘scroll and watch’ habit, getting notifications straight to our phones via apps and social media,” Reichbach added. “For one of the most highly anticipated sporting and cultural moments, and in a world where artificial intelligence is taking reign, there should be no excuse as to why broadcasters aren’t able to stream the game as it is happening on the field in real-time. A solution exists, and the people want it.” –

Daniel Frankel

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The strike really did a number on broadcast and cable TV

Having seen firsthand how the research sausage gets made, Next TV has a lot of respect for Samba TV and the data it pulls from “tens of millions” of smart TV users who have voluntarily, it claims, “opted in” to its data collection panel.

And having been decidedly underwhelmed by the myriad “research” reports that tell us which programming genres are hot in streaming right now, we approached Samba TV’s second-half of 2023 “The State of Viewership” report with a bit of shock and awe. (You can access the whole 43-page kitchen sink here, which we encourage.)

In the interest of brevity — and our own cerebral processing limitation — here are five pages from the report that stood out for us:

The Hollywood Strikes Really Did a Number on Broadcast and Cable TV Usage

It’s interesting that Netflix can acquire the umteenth SVOD window for a 10-year-old Brad Pitt war movie, Fury, from Sony Pictures Entertainment and merchandise the film to deliver 7.3 million streaming hours last week.

Netflix’s top executives were a pivotal negotiators amid the paralyzing, summer-long Hollywood talent guild strikes. But as Fury showed, Netflix can make its tank go, regardless of the supply chain adversity.

The linear broadcast and cable networks? Not so much.

As this Samba TV graphic shows, broadcasters and “cablers” typically get a nice reach bump in the second half of the year, with viewers not only tuning in for football, but the new fall shows.

In the second half of 2023, not only was part of football streaming on Amazon Prime Video on Thursday nights, as well as on YouTube on Sunday, but there were no “fall season” to check out.

Data from Nielsen seems to corroborate Samba TV’s findings. Linear market share didn’t expand like it normally would in the second half of the year.

Also notable to us: Less than 60% Baby Boomers, linear TV’s biggest audience, have a cable or satellite TV subscription right now.

Roku Channel is the No. FAST

Based on Insider Intelligence data, Samba TV ranks Roku Channel as the most popular FAST platform, ahead of Tubi, Pluto TV, Amazon Freevee and Crackle.

Disney Plus Is Now Mostly an Ad-Supported Service

As of October, 53% of signups for Disney Plus were for the service’s ad-supported plan. That figure compares to 39% for Netflix and 22% for Max.

Hulu and Max Experienced the Highest YoY Churn Increase

Amid a competitive market or U.S. subscription streaming, in which every provider raised prices in 2023, Hulu and Max experienced the largest increases in churn.

“Audiences continue to limit the number of services they will subscribe to in order to keep costs down,” Samba TV said in its report. “In fact, about half (46%) of U.S. households watched tow or less services throughout the second half of 2023. Subscription cycling is a way of live, as every platform saw churn increase year-over-year and about half of Gen Z indicating that they plan to cycle through subcriptions with the next six months.”

Political Ads Aren’t Reaching Their Targets

While political ads are reaching 77% of the “Silent Generation,” younger folks, who consumer more connected TV and less linear, aren’t getting the same exposure, Samba TV notes.

Advertising 101 suggests that younger demographic groups are targeted because, well, they are more impressionable and haven’t made their minds up as much.

Understanding these consumption dynamics might be key in an election year, no?

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