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2023 has been an interesting year for communicators, to say the least.
While communication has always been a dynamic field, 2023 was the year where workflows got redefined, and the way we consume and create content was greatly changed.
The breakneck speed at which technology and innovation has gone has made prediction challenging. But we are confident that these three 2023 trends will be here to stay in 2024.
Following its groundbreaking 2022 release, OpenAI’s ChatGPT spurred a slew of innovations that disrupted workflows. But for all its purported benefits, the artificial intelligence has also attracted criticisms that range from copyright issues to the ethics of replacing human workers for the sake of efficiency.
As governments scramble to put regulations in place, the future of generative AI remains to be seen. But what we can say for sure is that it will continue to enhance chatbots.
While chatbots have existed long before ChatGPT and generative AI, they were nothing more than menus with fixed responses. Generative AI has revolutionized the landscape by enabling chat bots to engage in more dynamic and natural conversations, mimicking human-like interactions.
For 2024, we predict that conversational marketing will become the norm, as brands are looking for more ways to enhance the way they engage customers, answer queries, and guide purchasing decisions.
The days of the shotgun approach, when brands created content that suited as many people as possible, have long been gone. In its place is hyper personalisation, the process of creating content tailored to the individual.
Hyper personalisation relies heavily on data, drawn from diverse sources such as user interactions, preferences, and historical behaviours. Brands are now leveraging sophisticated analytics and machine learning algorithms to sift through this wealth of information, distilling meaningful insights that enable the creation of highly tailored content.
The power of hyper personalisation lies in its ability to go beyond demographic characteristics and deliver content that aligns with an individual’s specific interests and context. By understanding a customer’s journey, preferences, and past interactions, brands can curate a more compelling and customized experience.
This not only enhances engagement but also increases the likelihood of converting a prospect into a customer. With AI quickly being integrated in our daily workflows, hyper personalization is poised to become mainstream in 2024.
Short form content has existed since 2013 with the short-lived platform Vine, albeit it mostly catered to niche audiences. Short form content really exploded with the rise of TikTok, propelling bite-sized videos into the mainstream and disrupting the dynamics of social media engagement.
TikTok, launched in 2016, quickly gained global popularity for its user-friendly interface and the ease with which users could create, share, and discover short, engaging videos.
Nowadays, every major social media platform seems to be engaged in a fierce competition to capture and retain the attention of users through the integration of short form content. This trend has not only become a defining feature but has also shaped the overall user experience on these platforms.
From the polished aesthetics of Instagram Reels to the advanced algorithms of TikTok, the landscape of social media is continually evolving to cater to the demands of an audience that craves quick, visually appealing, and entertaining content.
All in all, the future of communications looks promising. If 2023 was of any indication, 2024 is going to be even more disruptive — in ways that will surprise even the field’s most seasoned practitioners.
Paulo Rizal is a content producer for Comms Room. He writes content around popular media, journalism, social media, and more.
