Connecting with social scrollers in 2024

Connecting with social scrollers in 2024

How can we use trends in consumer behaviour to connect with the various communities on social media in 2024? Let’s dive in and take a look at some new approaches. 

Download the full report here.

Jump on text-only posting

Between X, Threads, Mastodon and Bluesky Social, there are around 700 million active monthly users. That’s a huge number of people looking for text-based content.

Social platforms as search engines

74% of GenZers use TikTok as a search engine, with 51% of them using it instead of Google when searching for things online.

Be ready for social e-commerce

In 2020, social commerce pulled in $475 billion in sales, and the forecast is promising, with an anticipated jump to $3.37 trillion by 2028, boasting a steady 28.4% annual growth rate.

Elevating through AI

Marketers are finding an extra 2.5 hours a day thanks to AI — whether it’s whipping up content, digging into research, or predicting customer trends.

Tribes over personas

the tree’s Tribes model looks at shared followed accounts to define a more socially-led audience structure. Keep your eyes on the tree social feeds for the launch of our upcoming Tribes greenprint.

The highlights


  1. Use text-only formats to create easy-to-read thought leadership content opening a dialogue between your brand and your customers.

  2. With social commerce rising in 2024, brands should be using social listening to create content people are genuinely searching for – and shift to moment-led creative that drives consideration.

  3. AI is not going to replace you, but brands need to learn to embrace it. If you can’t, speak to an agency that can.

  4. The world is full of individuals with unique behaviours, and the network effect shows brands how they can drive connections and build communities through understanding relevant content.

Not done scrolling? Download our full whitepaper and get our take on the trends and insights impacting social media from a macro, micro and social user perspective.

Download the full report here.