Social media and communication trends are constantly evolving, and as we look ahead in 2024, it is important for organisations to stay ahead of the curve and adapt to these changes. The Coega Development Corporation (Coega) is no exception, as its communication team has been at the forefront of leveraging social media to communicate with stakeholders, partners, and the public at large, writes Hlomla Mpetsheni, Coega Marketing and Communications Intern.<\/p>\n
Reflecting on 2023, social media trends evolved rapidly in terms of both content creation and consumption.<\/p>\n
For example, audiences demonstrated a significant and growing interest in short- form video content. This spike in attention and engagement gave content creators as well as organisations an indication that their content needed to be packaged in a different format. Global brands like Nike, for example, leveraged this trend by creating inspirational and visually captivating short form video content to advertise the brand. For example, Nike\u2019s recent \u201cDreams don\u2019t happen overnight\u201d video clip incorporates the element of emotive storytelling to engage audiences into the overarching Nike brand story. Based on this evolving approach to content creation, Coega explored supplementing its media releases and event updates with short video clips to engage online audiences.<\/p>\n
A more technical example involving the evolution of social media trends is Twitter\u2019s brand revolution and subsequent name change. When Twitter changed to \u201cX\u201d, organisations, including Coega, were forced to review iconography applied on marketing collateral and corporate websites to reflect the new name and logo. Of course, this modification is easier said than done. As a public entity that is fully reliant on a strict and independent procurement process, certain updates to the website tend to take longer to resolve.<\/p>\n
Looking ahead in 2024, it is expected that social media platforms will continue to advance and evolve in terms of features, analytical data, and capabilities. One trend that is likely to continue is the proliferation of video content, particularly with the growing popularity of platforms such as Instagram and TikTok, which is one platform that Coega intends to take full advantage of. Coega\u2019s communication team has already begun incorporating video content into its social media strategy, focusing on interviews with key stakeholders, and updates on business and project developments.<\/p>\n
Another trend that is expected to gain momentum in 2024 is the use of interactive content, such as polls, quizzes, and interactive stories. This allows for deeper engagement with audiences, and can also be used to gather stakeholder feedback, conduct dipstick research, and generate interest in projects and initiatives.<\/p>\n
In addition, the use of artificial intelligence and chatbots for customer service and communication are likely to become more widespread. These tools can help streamline communication and provide quick, personalised responses to enquiries.<\/p>\n
There are several trends that Coega can leverage to further enhance its communication efforts. One such trend is the continued rise of ephemeral content, such as \u201cstories\u201d on Instagram, TikTok and Facebook. This type of content is short- lived, creating a sense of urgency and exclusivity, which can be used to promote events, make announcements, and share updates or reminders.<\/p>\n
Further, the use of augmented reality (AR) and virtual reality (VR) in social media is expected to grow in popularity. Coega can explore the use of AR filters and lenses to create unique, interactive experiences for audiences. For example, augmenting the Coega SEZ Virtual Map to offer prospective local and international investors a realistic view of the Coega SEZ, its size, landscape, and proximity to the deepwater Port of Ngqura.<\/p>\n
It is also likely that social commerce will become more prevalent, with the integration of shopping and purchasing capabilities directly within social media platforms. This presents an opportunity for Coega to display its products and services and make it easier for stakeholders to engage in business transactions. For example, Coega can sell items through a dedicated online brand shop.<\/p>\n