How Generative AI and UGC Are Redefining Social Media

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2024 was a banner year for social media platforms.

Facebook and Instagram still own the lion's share of social media ad spend, and TikTok has been gradually claiming a larger slice of social media ad budgets, industry reports show.

But it's not just advertisers seeing big wins across social: Content creators have become a critical component in social commerce strategies, and the explosion of generative AI has created astonishing levels of efficiency across social media marketing departments.

There's no question that the social media landscape will continue to present both challenges and opportunities for the brands that invest in their social media presence. The one thing that hasn't changed: Marketers who are able to stay ahead of emerging trends will be better positioned to connect with their audiences in more authentic and impactful ways.

As we look at the year ahead, here are the key trends set to shape the social space—and actions marketers can take now to strategically leverage trends for success.

AI and Automation: The Content Creation Revolution

Artificial intelligence is entering a new era of adoption, and marketers are increasingly embracing AI tools to supercharge their content strategies.

Marketers using AI solutions were able to reduce the amount of time they spent creating content by as much as 50%, a recent Emplifi survey found. Such massive efficiencies enable marketing teams to focus on high-value, meaningful tasks, from building out comprehensive campaign strategies to investing more time in audience engagement efforts that move the needle on a brand's most important revenue goals.

Generative AI is proving to be a versatile tool in content workflows: 51% of surveyed marketers report using it to generate captions; 38%, relying on it for trend analysis and content ideation; and 29%, leveraging it for personalization and optimization tactics, according to Emplifi's research.

As AI tools become more sophisticated, they will serve as a cornerstone of innovative marketing strategies.

User-Generated Content: The Power of Authenticity

User-generated content (UGC) continues to occupy center stage as users increasingly demand authenticity from the brands they support. UGC not only fosters trust but also delivers tangible business results.

Revenue generated from UGC has surged 63% year-over-year, reaching $8 billion; furthermore, webpages featuring UGC delivered an 11% boost in average order value (AOV) compared with those without, illustrating UGC's ability to inspire higher spending.

To capitalize on that trend, marketers must actively encourage content sharing among their social media followers and reward customers who contribute. Whether it's through showcasing premium products, offering curated pairings, or amplifying social proof, UGC empowers brands to build stronger connections with their audiences while driving profitability.

Threads and Bluesky: Growing Contenders in the Text-Based Space

Threads, Meta's emerging text-based platform, is gaining momentum: It has 275 million monthly active users and counting. Though still trailing X's 611 million users, Threads is becoming a formidable player thanks to Meta's ongoing investment in its development. Features like the "For You" and "Following" feeds suggest the platform will continue to evolve, creating new opportunities.

Marketers should watch Threads closely, particularly for its potential as a real-time customer-support tool. As a result of Meta's focus on fostering community and enhancing platform functionality, Threads could become a valuable channel for brands looking to deepen engagement and provide seamless support experiences.

Bluesky, which originally started as an "internal" project at Twitter more than five years ago, is another relatively new social media platform that has garnered much attention recently, although it still has some catching up to do before it reaches Threads' popularity.

According to reports, Bluesky has gained more than 20 million users since first launching as an invite-only beta in 2023 and then removing the invite-only status in 2024. As recently as November 2024, a Bluesky representative told USA Today, "The platform is seeing record activity in all metrics, including likes and follows."

AR and VR: Ready for the Spotlight

One thing marketers know to be true is that omnichannel presence will continue to reward brands. With that in mind, augmented and virtual reality (AR and VR) may finally have their breakout moment this year.

Meta's second-generation Ray-Ban smart glasses have already exceeded sales expectations, signaling growing consumer interest. They are setting a new standard for AR wearables with their stylish design and seamless integration of functionality.

For brands, AR and VR constitute an exciting frontier for immersive storytelling, product demonstrations, and experiential marketing.

As adoption grows, these technologies could redefine how brands interact with audiences, and how the user interacts with the brand, blending digital innovation with real-world impact.

Zero- and First-Party Data Drives Personalization

When presenting, a seasoned professional always follows the golden rule of "know your audience." Zero- and first-party data can drive a content and marketing strategy resulting in new heights of success.

That data not only future-proofs your personalization efforts from regulations (think GDPR) but, when paired with social insight, can also fuel loyalty and repeat purchasing.

We see the intersection of social marketing and zero- and first-party data squarely on the horizon.

Looking Ahead

The year ahead promises exciting opportunities for the social media marketers who are attuned to the ever-evolving social media landscape.

From harnessing the efficiency of AI and embracing the authenticity of UGC to exploring emerging platforms and tapping into the potential of AR and VR wearables, the possibilities are vast for marketers willing to experiment and invest in nontraditional campaigns.

By prioritizing these trends, brands won't simply keep pace with their competitors—they'll lead the charge, forging deeper connections with audiences and driving long-term success.