Digital Disruptors: The Global Competitive Landscape of Social Media

June 2024

Social media platforms have firmly established themselves as essential conduits for consumer engagement, social commerce and entertainment, and emerging technologies are allowing platforms to interact with users in novel ways. This briefing provides an overview of the social media landscape in 2024 and includes profiles of the following platforms: Douyin, Facebook, Facebook Messenger, Instagram, LinkedIn, Pinterest, Reddit, Snapchat, Telegram, Threads, TikTok, WeChat, WhatsApp, X and YouTube.

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This report comes in PPT.

Key findings

Social media platforms are embracing immersive and user-centric experiences

As social media platforms become active spaces for innovation thanks, in part, to the integration of emerging technologies such as augmented reality and artificial intelligence, not only will these platforms drive a new era of consumer engagement, but they will also provide a greater potential for truly seamless e-commerce experiences.

More businesses will utilise social listening

More brands are making social listening a part of their market intelligence strategy as social media platforms garner deeper consumer insights. Social listening enables companies to analyse online conversations about brands, monitor social media channels, track consumer trends and competitor activities, and develop a deeper understanding of consumers’ daily lives.

Regulation around data privacy and misinformation poses new challenges

Social media platforms are set to face a more stringent regulatory environment. Initiatives such as the EU’s Digital Services Act reflect the growing recognition of necessary regulatory frameworks to govern social media platforms. These regulations will redefine the operations of social media platforms, their management of user data and their commitment to transparency.

Generative AI will empower content creation on social media platforms

Generative AI is revolutionising social media content creation by simplifying and expediting the process, making it accessible to a wider range of users. While enhanced content quality and customisation is set to empower platforms and content creators, other potential impacts of the tech - such as content homogenisation and copyright infringement - will create new challenges.

Content monetisation and e-commerce integration will enhance platforms’ value

Social media platforms have moved from relying solely on ad revenue to embracing subscription models as they explore new avenues of monetisation. Going forward, the ongoing convergence of social messaging and e-commerce on these platforms will also drive greater value for content creators and brands, as new shopping functions redefine the role of social media platforms.


Key findings
Social media has become a crucial channel for communication and commerce
By fostering user communities, social media platforms offer brands deeper consumer insights
User-generated and short-form video content drive competition among platforms
The prospects for social commerce continue to brighten
From in-chat ordering to in-app shops, social media platforms are disrupting marketplaces
Key trends reshaping social media experience
Douyin (bytedance ltd)
Facebook (meta platforms inc )
Facebook Messenger (meta platforms inc )
Instagram (meta platforms inc )
LinkedIn ( microsoft corp )
Pinterest (pinterest inc)
Reddit (reddit inc )
Snapchat (snap inc )
Telegram (telegram group inc )
Threads (meta platforms inc )
TikTok ( bytedance ltd)
WeChat (tencent holdings ltd)
WhatsApp (meta platforms inc )
X (formerly twitter) (X corp )
YouTube (alphabet inc )
Gen AI will enhance content personalisation, but could sacrifice authenticity
Regulatory challenges regarding user privacy and data protection are set to continue
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