More on this trend can be found in our Top Trends 2024 report. Click ‘Download PDF’ for the full report.

Social content is now social commentary

Social media has transformed from a megaphone for opinions into a trusted newsstand, where everyday expertise shapes public dialogue amid a rising tide of misinformation. Commentary is the new content as people divulge their expert takes on everything from niche curiosities like how to garden for optimal abundance to amateur film critiques.

The democratization of information is changing discourse, with independent voices often claiming to provide information deliberately omitted from mainstream headlines and pop culture. And these voices are creating a serious shift in media consumption: A substantial portion of younger demographics now rely on social media, particularly TikTok, for news and education.

45% of US adults told us they are drawn to social media accounts that provide expert insights on obscure or unique subjects.*

Brands must avoid misinformation without missing out

For brands, navigating this landscape requires a nuanced understanding of the evolving dynamics of expertise, misinformation, and the participatory nature of online discourse. Avoiding misinformation is paramount, but don’t miss out on harnessing the power of opinion. Strategic partnerships with trusted influencers can drive momentum and engage discussion around your brand at rapid speed.

To read the full report, click ‘Download PDF‘ below.

*Source: Horizon Media Finger on the Pulse. Survey Fielded January 5 – January 11; n=1,002