Ogilvy has published its annual marketing and communications trends report, 'The Future of Social', investigating 11 key trends across social influence, social content, and social platforms, to provide insights for marketing and communications teams navigating the evolving social media landscape.

Among the trends examined are the rise of the virtual influencer, a shift towards less formal and unscripted brand content, the power of sound as a form of influence, and the ongoing popularity of TikTok. The report aims to guide teams through the shifting social media landscape, highlighting that strategies used to reach and engage audiences in the past may no longer apply due to ongoing social and cultural shifts, rapid developments in AI, and the rise of disruptive competitors.

CEO of Ogilvy PR and Ogilvy Health, Richard Brett, said: "Social media has transformed how brands and organisations have engaged audiences over the past 20 years. But ongoing social and cultural shifts, rapid developments in AI and the rise of disruptive competitors are presenting a host of challenges."

The report also highlights the enduring popularity of social media, which accounted for almost half of the time people spent on screens in 2023. Brett emphasised the importance of understanding these changes: "Although much has changed, social media remains as popular as ever, accounting for almost half of the time people spent on screens in 2023. Understanding the new social landscape is crucial for brands and organisations navigating these incredibly powerful marketing platforms."