THREADS, TEXT-BASED POSTS AND THE EVOLUTION OF X

The one thing that is constant in the social media marketing world is that it is always changing--and at a rapid pace. In recent months we’ve seen the  launch of new platform Threads, a shift in  TikTok’s product update allowing for text-only content, and a rebrand of Twitter to X. These three emerging trends are intertwined and can be seen as new threats to X. Analysts believe the rebrand to X (and doing away with all words associated with the brand, such as “Tweet”) wiped out billions in global brand awareness value. Did it also leave X vulnerable?  

TREND #1 | THE SURPRISING RISE OF TEXT-BASED POSTS

Threads and TikTok text might be a reflection of a consumer shift that is bigger than a single platform. Yes, they mimic the simplest of X posts. But another reason we’re seeing more of these simple posts is that people are consuming content at an accelerated pace. And brands can’t keep up. Businesses need to create more fresh content rapidly. Text-based posts are an answer. And the new Threads and TikTok shift are moving to fill that void too. 

TREND #2 | VIDEO CONTENT THAT SECURES ENGAGEMENT

Even with the rise of text-based messages, video formats continue to rule. We’re well beyond YouTube, with Reels on IG, the incredible number of TikTok views, and the adoption of video across all platforms. Today, we live in a world where video consumption dominates the attention of consumers. The result has been the ongoing evolution of the types of videos and their formats.

The biggest change in the last few years has been the advent of short videos. Due to brief attention spans, the ideal video duration now falls within the range of 21 to 35 seconds--and getting shorter. By tailoring your videos to fit within this timeframe, you can boost completion rates, ensuring better absorption of your message and increased engagement.

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TREND #3 | ALL IN ON AI

AI is becoming integral to the functionality and growth of social media platforms. AI integrations are enabling platforms to deliver more personalized, engaging, and secure experiences to users, while also supporting their business models through more effective advertising and data-driven insights. Below are some ways that social platforms are leveraging AI to shift their products and user experience.

Meta | Content Recommendation and Personalization: Meta uses AI algorithms to analyze user behavior, preferences, and interactions with content.

Snapchat | Ad Targeting: Snapchat's advertising platform uses AI algorithms to deliver ads to users who are most likely to engage with them based on their behavior and interests.

LinkedIn | Job Recommendations: AI algorithms on LinkedIn recommend job listings to users based on their skills, experience, and job preferences.

Universally, platforms are leveraging AI to enhance the business, creator, and consumer experiences. Smart Feed and Content Recommendations personalize feeds, helping users researching luxury properties find the next layer of content on their journey. Also important for hotels, messaging, and chatbots suggest responses to messages and connection requests, which save users time and make communication more efficient. With much of the luxury travel global, Language Translation helps users communicate with people who speak different languages. And that’s just the beginning. Expect to see more features introduced at a quick pace. But also expect the expertise of humans to step into all of the AI-generated products to keep the content and conversations authentic.

TREND #4 | SOCIAL HASHTAGS AS A SEARCH ENGINE

Move over, Google. In 2024, we anticipate a persistent trend where social media platforms solidify their position as the primary and preferred search engines. Instead of keywords, Hashtags drive discovery by categorizing and organizing content, making it easier for users to find posts related to specific topics or interests. Or trends. Because the #hashtag is also an indicator of velocity that is important to those who want to see what’s hot. 

When users click on or search for a hashtag, they’re presented with a feed of posts that include the trending content associated with that hashtag. This allows them to explore and engage with content that aligns with their interests, even if they don't follow the account that posted it.  Additionally, popular hashtags can increase the visibility of a post, as they may appear in trending or explore sections, reaching a wider audience and driving more discovery.

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EXCITING TIMES FOR EXPLORERS 

The constant evolution of social media trends and products, and improved intelligence, has elevated the luxury social media experience. Consumers are served ever-more accurate information. They are guided through the journey, picking up details at every stop. Creating content in the current formats and connecting it to the consumption habits of your audience will let their discovery process lead to your property. Try a text-based post. Then tell the story in a video.  And don’t be afraid to ‘hashtag hi-jack’ a trend that is relevant to your property or location!