Digital Predictions for 2024: 7 Trends to Watch

As we look ahead into what we believe will be an unpredictable 2024, with new forms of technology progressing by the day, our team has been keeping tabs on the digital realm. We’ve listed seven clear digital trends that will seemingly shift the world in 2024. Let’s dig into the details of what 2024 could bring to the internet.

1. The AI fight will continue—and it won’t be pretty.

There is no point in ignoring generative AI. From the promotion for season two of Loki to the Heinz brand identity campaign, there is no doubt that the AI arms race is changing everything.

Big tech companies are adopting generative AI tools so that means consumers have to get better at understanding how to use them. Simultaneously, the general public is still trying to learn about the risks of AI such as data security and job implications. These tools will only get more sophisticated. It may be easy to spot generated images or writing now, but that will not last. 

What can we do?

• Learn more about AI safety and ethics before incorporating it into any cause-based work. Everything you do should be intentional, and AI is no different. 
• Have conversations about the risks such as algorithmic bias before implementing AI tools in your work, especially if you are a purpose-driven organization or nonprofit.
• Utilize AI as a first draft, never for final versions. A great example of this difference is LinkedIn’s new feature: when you start writing a new post, it says “start typing or draft with AI.”
• Instill good media literacy habits in your entire team. Create more rigorous standards for online research, like citations or corroborating information gathered from news sites known to use AI.
• Always have guardrails and human reviews for any AI-generated content you produce. Never let something be presented or posted online that didn’t have a human’s eyes to check it.

2. Search will stop being synonymous with Google.

Do you often say, “I’ll just Google it”? Google has become synonymous for searching, but TikTok, Reddit and Wikipedia are changing this popular phrase and becoming the more popular search sites—and even more useful—to search for information, now that ads and algorithms dominate Google searching. 

More importantly, Google is currently on trial for allegedly violating antitrust law, with another trial beginning this month over AI technology. An op-ed written by Megan Gray (ex-FTC and ex-DuckDuckGo) was removed from Wired for claiming that Google replaced non-commercial searches (like “children’s clothing”) with commercial search words (“Gymboree clothing”). If this is true, it means Google made money from both users and advertisers by misleading them. Google did refute this, but Gray states they didn’t provide any tangible insight or proof.

What can we do?

• Try promoting your presence—and your searchability—on platforms such as TikTok and Reddit to get more views/engagement and reach younger audiences.
• Explore alternative search engines to corroborate the information you find on Google or to get ad-free results, like DuckDuckGo or Startpage. Bonus: both of these search engines better align with organizations who value user data privacy, since that is a huge priority of theirs.
• Keep an eye on your paid advertising spend as the antitrust trial continues. use the new year as a chance to reaffirm your objectives for your Google ad/search campaigns.

3. Physical media will be relevant again.

The SAG-AFTRA and WGA strikes paired with Wall Street pressure are putting streaming services in a bind. This is leading them to remove shows and movies in an attempt to become profitable. If you want to watch the cult classic series Over The Garden Wall, you have to own a limited DVD from years ago or hope Hulu never deletes it on a whim. And if you want to legally watch Disney’s movie Crater, well, you can’t. Not at all.

These harsh cuts are leading to a growing realization: when you stream something, you don’t own it. Everything on “the cloud” can be removed at a moment’s notice. Your favorite small-budget TV series can turn into lost media—not because of a tragic accident, but because it simply was not a viral smash hit immediately. Netflix might be ready to leave physical media behind, but if you love your favorite shows and movies, start buying DVDs and box sets. Otherwise, you might not see them again.

What can we do?

• Don’t discount the power of physical media, even if you aren’t in TV or film. Though your digital presence is more immediately relevant, the physical, tangible manifestations of your brand will last longer.
• Give your audience something to remember you by. Send out PR kits. Create fun swag. Print out zines. Send handwritten notes. Bonus points if it’s sustainable, recyclable or biodegradable. Physical media and events stand out in a world dominated by ephemeral online “content”—especially when that content can increasingly be made by AI.
• Save your most important files and assets locally. Print out crucial things like lease agreements and financial records to ensure you always have a copy that cannot be deleted from existence.

4. Voice and audio will gain steam.

Alexa and Siri have been around for years now, but voice search is rapidly growing and will likely reach new heights next year. In a similar vein, TikTok’s system of audios and sounds has spread to Instagram and YouTube. Podcasts are also here to stay as an integral part of modern media. Audio-based media and search come naturally to older generations—especially those more familiar with radio and less familiar with typing—and are handy for multitasking. Sound is crucial for brands to continually reach audiences in 2024.

What can we do?

• Harness the power of sounds in your content. For example, try using TikTok’s slideshow features and a voiceover or audio instead of attempting to film an entire video.
• Consider natural speaking patterns in your keyword optimization strategy and copy. What would someone ask out loud when searching for you? What problems do you solve?
• Use the power of questions. Include an FAQ page that answers questions someone might ask out loud. Use your snippets wisely—for things like a meta description, try framing it like an answer to a question instead of boilerplate language. 

5. Ads will return to our screens. So will piracy.

Social media and streaming services are charging extra for ad-free service (while still selling your data, ad-free or not). Big streaming companies are also charging extra—while cracking down on things like password sharing. Along with the aforementioned issues with media disappearing into the ether, all of these changes in the middle of a recession are a perfect recipe for internet piracy to make a big return. 

This leads to some ethical questions. Stealing from artists is obviously wrong. But what if it’s the only way you’ll ever watch your favorite movie again? Without physical media, people may not have any other option. 

What can we do?

• For fellow advertisers and marketers: though we call ourselves storytellers, we are still interrupting our audiences’ lives at the end of the day. We can always be thoughtful with things like media buying, so as not to bombard them with the same fifteen-second ad every ten minutes while they’re trying to watch a show.
• Find ways to connect beyond digital ad spend and compensate audiences for their time. Give them free stuff. Share their user-generated content often (with permission). Create organic content and have a genuine, respectful presence in their online spaces, not just a paid one.

6. AR/VR will grow, but not the metaverse.

Concerts in Fortnite. TikTok filters. Immersive tech is steadily becoming a regular part of our world. AR and VR tech come in a wide variety of forms, some more successful than others. Meta’s bet on the metaverse doesn’t seem to be paying off as quickly as tech experts hoped, between the high price point and companies returning to in-person work. While fun in theory, it takes technical knowledge to fully join the AR/VR movement and they lack a strong user base outside of the gaming and tech worlds. 

What can we do?

• Define what immersion means to you and your audience. What do you provide and what would be improved by greater interaction, if anything? For example, retailers use AR to let people virtually try on clothes—but that same tool doesn’t apply to every organization or company.
• Explore simple ways to infuse AR, especially on smartphones. Meta’s Spark AR Studio allows you to create filters for Instagram. Adobe also has Aero, which lets you design AR experiences for mobile devices. 

7. Personalization will hit a breaking point.

People are getting frustrated with algorithms that know TOO much about us. Take the now-infamous “bean soup” incident: on a TikTok about bean soup, someone commented, “Can I replace the beans with something else?” This was a silly example of what some creators call the “what about me” effect—aka, entitlement. 

The algorithm, after all, is FOR YOU. But, creators don’t make content for you, individually—though companies want us to interact as if they do. The same concept that drives high engagement also creates this entitlement. The all-knowing algorithms, along with lax privacy policies (like how TikTok might have your number even if you don’t have the app), point to a potential movement against hyper-personalization.

What can we do?

• Create content that connects people instead of focusing on individualization. Highlight causes your team is passionate about. Discuss topics that impact your audience (as a partner, not necessarily always the thought leader). Give shout-outs to organizations that do great work.
• Encourage healthier boundaries around social media for everyone. Test out a “less is more” approach to your content. Find ways to lead more personal, one-on-one interactions with clients and/or audiences instead of mass social media interactions. 
• Be a thought leader on relevant topics for your audience, with the specific goal of reducing their screen time. You want them to think: “I don’t need to be constantly online to stay up-to-date. I know this organization will cover it in their next newsletter/blog/post.”
• Look into transparent data handling practices. This is one more way you can “walk the walk” as a nonprofit by respecting user data privacy. Share your data policy on your website and consider any best practices that factor into your online presence and work.

As we approach 2024, the digital world will present us with new challenges and opportunities for nonprofits. To thrive, take these steps: 

• Discuss responsible AI use. 
• Explore unbiased search engines. 
• Consider the value of physical media. 
• Use audio to connect. 
• Be open to AR and VR. 
• Prioritize transparency and privacy. 
• Champion meaningful connections. 

These actions will prepare your nonprofit for success in 2024 and beyond.