A perceived decay in the quality of social media platforms will drive 50% of consumers to abandon or significantly limit their interactions with social media by 2025, according to Gartner, Inc.A Gartner survey of 263 consumers between July and August of 2023 found 53% of consumers believe the current state of social media has decayed compared to either the prior year or to five years ago. The top reasons for this perceived decline were the spread of misinformation, toxic user bases, and the prevalence of bots. Concern about the impact of anticipated GenAI use in social media is high: over 7 in 10 consumers agree that greater integration of GenAI into social media will harm user experience.
“Social media remains the top investment channel for digital marketing, but consumers are actively trying to limit their use,” said Emily Weiss, Senior Principal Researcher in the Gartner Marketing Practice. “A significant slice says that, compared to a few years ago, they are sharing less of their own lives and content. As the nature of social media use and the experience of the platforms changes, CMOs must refocus their customer acquisition and loyalty retention strategies in response.”
Other Gartner predictions to help marketers respond to the changing landscape in 2024 and beyond include:
By 2026, 80% of advanced creative roles will be tasked with harnessing GenAI to achieve differentiated results, requiring CMOs to spend more on this talent.
Rapid advances in GenAI have left organizations without the frameworks and best practices to ensure responsible use and mitigate risk. A dedicated content authenticity function and development of guardrails for brand will be an organizational imperative.“As content created with GenAI tools balloons throughout marketing channels, transparency around its use will become increasingly necessary to maintain trust with customers,” said Weiss.
By 2026, 60% of CMOs will adopt content authenticity technology, enhanced monitoring, and brand-endorsed user-generated content (UGC) to protect their brands from deception unleashed by GenAI.
Gartner clients can learn more in the report: “Predicts 2024: How AI Will Reshape Marketing.” Additional information is available in the associated Gartner webinar.