Social Media Trends in Australia for 2024

May 13, 2024

Najaf Khan

by admin

Social Media Trends

Welcome to a realm where social media is in perpetual flux, forever redefining itself. As we stand on the brink of exciting developments set to reshape the way we communicate, share, and discover, this blog article is a comprehensive exploration of the dynamic trends shaping the digital universe in Australia.

1. The Most Popular Platform is Facebook:

In a landscape of ever-evolving social media platforms, Facebook remains the undisputed leader in Australia. With an impressive 73% market share in page views, Facebook maintains its dominance despite various challenges. Instagram trails in second place, showcasing a notable difference.

Even after recent setbacks, Twitter has managed to regain market share, reaching almost 3.9 percent. Monthly active users reinforce Facebook’s lead, boasting 3 million users in October 2023. YouTube secures second place with 2.4 million monthly users. These statistics underscore a prevailing trend – the continued dominance of established networks, resilient against new competitors and digital shifts.

2. Huge Increase in the Use of AI Tools:

The year 2024 witnesses a substantial surge in the utilization of AI tools across social media platforms. Generative AI, focusing on creating new content, entered the mainstream in 2022 and has gained remarkable traction.

According to the 2024 Hootsuite Social Trends Report, interest in learning about AI has surged by an astonishing 550% from 2022 to 2023. AI’s impact on social media marketing is profound, with applications ranging from processing text (86%) to creating advertising copy (85%), developing new ideas (82%), and even editing and creating images (54%).

One noteworthy trend is the rise of AI caption generators, simplifying the process of crafting engaging, relevant, and SEO-optimized captions for social media platforms. As AI tools infiltrate the influencer landscape, marketers grapple with the challenge of selecting the right influencers for campaigns.

Despite the growing adoption of AI-generated content, consumer sentiment remains mixed, with 62% expressing reluctance to interact with content created by AI applications. The evolving discourse around authenticity and the acceptability of AI-generated content is set to be a prominent theme in 2024.

3. TikTok Videos Are Getting Longer:

TikTok, renowned for its short-form content, is undergoing a transformative shift. As of December 2023, the platform is favoring longer video formats, extending up to 10 minutes. This shift challenges the conventional wisdom that short-form content is paramount for broader reach and increased followers.

While short-form content remains essential for strategic social media engagement, long-form videos are proving to be more effective in achieving higher conversion rates and fostering a deeper connection between brands and consumers. Forbes highlights the versatility offered by long-form videos, allowing users to explore niches in greater depth and detail.

4. Social media as New Search Engines:

A groundbreaking trend emerges as social media platforms increasingly assume the functions of search engines. TikTok, for instance, is testing a feature integrating Google search results into its app search, encouraging users to search for the same terms on Google. This shift in search behavior, particularly among younger users, challenges the traditional dominance of platforms like Google.

The trend extends beyond information-seeking, influencing news consumption and even online shopping behaviors. As social media platforms evolve into primary sources of information, the lines between SEO and social media blur, culminating in the rise of social SEO.

Leveraging text-based features like captions, alt text, and closed captions, social SEO aims to enhance the discoverability of posts on platforms like Instagram and Facebook. The convergence of SEO and social media is poised to become increasingly vital as users rely on social media as their primary information source.

5. The Influencer Marketing Market is Growing:

Despite occasional ridicule, the influence of influencers continues to grow, with leading companies increasing their influencer advertising budgets in 2024. The influencer marketing industry, already surging during the pandemic, is expected to reach a market value of approximately $21.1 billion in 2023.

Forecasts indicate exponential growth, with a projected value of $69.92 billion by 2029, boasting a Compound Annual Growth Rate (CAGR) of 32.50%. The industry’s expanding significance for social media marketers reflects the emergence of new platforms, content types, and engagement strategies.

6. Companies Rely on Selected Platforms:

A discernible trend in social media marketing is the strategic focus of companies on selected platforms, foregoing a presence on every available channel. The average social media user engages with seven platforms, presenting a challenge for businesses to maintain a meaningful presence.

Not every platform aligns with every brand, and the difficulties in keeping up with constant changes and new features on multiple platforms are evident. Companies increasingly recognize that a presence on numerous platforms may hurt Return on Investment (ROI). Therefore, the focus is on platforms offering the best ROI, with a willingness to forgo less effective channels.

7. Meta’s Threads App:

Meta’s Threads app, launched in July 2023, garnered an impressive 30 million users on its first day. Positioned as a competitor to Twitter, Threads enables messages, replies, and reposts within a character limit of 500. The app’s active user base reached 141 million as of December 2023. Despite this commendable growth, Threads faces stiff competition from social media giants like Facebook and TikTok, boasting billions of monthly users. The app’s trajectory indicates potential, and Mark Zuckerberg envisions establishing Threads as a public conversation app with over 1 billion users.

8. Telegram Leads with Innovation and Data Protection:

Private messaging platforms such as Telegram, WhatsApp, and Signal are witnessing a surge in popularity. Telegram, with over 700 million monthly active users and 2.5 million new registrations daily, stands out as a comprehensive social network.

Initially launched as a secure messaging app, Telegram has evolved to encompass various features like group chats, secret and video chats, media support, stories, broadcast channels, payment bots, and personal identification verification. The addition of an advertising platform in 2021 further enhances Telegram’s appeal for brands. Notably, Telegram’s innovation and commitment to data protection contribute to its increasing significance in the social media landscape.

9. Instagram Photo Dumps Are the Most Popular Format:

The photo dump trend on Instagram, born out of the pandemic, continues to thrive as a means of sharing unedited, random, and authentic images in a single post. Carousels or photo dumps currently dominate user interactions, outperforming Reels in engagement. This format underscores the growing preference for authentic, raw content, presenting an opportunity for social media marketers to experiment with content that resonates with users.

10. TikTok’s “Photo Mode” and Social Commerce:

TikTok introduces “Photo Mode,” reminiscent of Instagram’s carousel style, allowing users to share multiple still images with optional background music. This feature, currently limited to TikTok’s mobile app, capitalizes on the popularity of photo posts and offers content creators a unique way to engage with audiences.

Concurrently, TikTok’s algorithm update in September 2023 aims to boost the visibility of shopping-related content, signaling the platform’s commitment to establishing itself as a social commerce hub. While social commerce gains momentum, concerns arise about potential oversaturation and user fatigue, prompting TikTok to strike a delicate balance between entertainment and shopping content.


In the ever-changing landscape of social media, adaptability, innovation, and a deep understanding of audience needs are pivotal. As we navigate the dynamic tides of the digital age, these trends in Australia for 2024 reflect the continuous evolution of platforms, user behaviors, and the ways in which brands connect with their audiences. Stay curious, open-minded, and prepared to adapt as we embark on the fascinating journey of social media’s ever-changing dynamics. 🌟🌍

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