奥美（Ogilvy）：2024年社交媒体未来趋势报告：品牌与组织的受众互动新策略（中译版）（20页）.pdf

1、SOCIALTABLE OF CONTENTSCREDIT:DAVID MADRIDINTRODUCTIONCHAPTER 1 SOCIAL INFLUENCECHAPTER 2 SOCIAL CONTENTCHAPTER 3 SOCIAL PLATFORMSABOUT FUTURESABOUT OGILVYABOUT OGILVY PRREFERENCES3491418181819The Future of Social2Social media has transformed how brands and organisations engage audiences in the past

2、 20 years.But now these platforms are undergoing some very significant changes of their own,driven by rapid developments in artificial intelligence,the rise of disruptive competitors,and ongoing cultural and behavioural shifts.These present a host of challenges and opportunities for the platforms,as

3、 well as the brands and organisations that rely on them so heavily to reach and engage target audiences.One thing that hasnt changed is their popularity.Social apps are more pervasive than ever,accounting for almost half of the time people around the world spent on screens in 2023,and yet they are b

4、ecoming inherently less social.Users are less likely to share updates about their own lives,preferring to spend more time consuming content produced by strangers,as discussion and debate heads into closed private groups on WhatsApp and other chat platforms.Twitter,now known as X,has lost its positio

5、n as the internets unofficial town hall.At the same time,TikToks short-video format powered by an artificial intelligence algorithm that quickly understands what a viewer likes and serves up more of the same has inspired a wave of similar services,from Reels on Facebook and Instagram to Spotlight on

6、 Snapchat and YouTube Shorts.All boats are rising on this tide,with Instagram users spending 40 per cent more time on the platform since Reels launched.Social media still has an image problem,especially in the eyes of governments and regulators,through its association with fake news,misinformation a