Digital Communications in 2024: 5 predictions & 5 tips

In a year riddled by uncertainties, let’s dig in to how the online communications landscape is likely to shift.

07-02-2024

Ah, that familiar feeling when a new year looms into view. How did we get here? Is it possible to go back? Why is this happening now? Can we just delay a week or two???

Once more unto the digital breach, dear newsletter readers. Rather than retreating in horrors at the challenges which lie in wait, let’s be prepared. As ever, it is helpful to move forward positively, and to do so armed with ideas on how to embrace 2024 and thrive throughout the course of the year.

With that in mind I shall provide five predictions, five top tips, then throw the conversation open for your own thoughts and feedback. Together we shall overcome! Or at least hold steady until the next desperately needed holiday break.

Five predictions for 2024

  1. Artificial Intelligence (AI) content tsunami to risk flooding the communications landscape: We have already seen brags about AI SEO-optimised content being used to ‘steal’ millions of page views, and enterprising actors will doubtless be seeking whatever opportunities they can to make a buck or two. Finding original sources of content may well become harder as automated duplicates pop up to consume all available space. Upcoming AI tools will make it even easier to create masses of generic content which can – and quite possibly will – drown out original creative output. And on that note…

  2. Increased AI integration into Communications platforms and tools: AI is a subject which will be increasingly hard to escape, not least since the apps, websites, and tools that you – and basically everyone else – uses every day will ever more be infused with AI features. These will purport to guarantee increased efficiency to your proactive efforts, and to more effectively help you in the quality of your passive consumption. In truth some of these tools will work as intended, some will be pointless frippery (which is quietly junked when it becomes clear they are not being used – see celebrity AI chatbots as one likely example of this), and others will be a nuisance, as some providers get too carried away with the idea that they could to consider whether they should

  3. The (New) Age of the Chatbot – Communications to become more conversational: This can already be seen when using ChatGPTBardBing Chat, or other freely accessible AI tools. With Google and other search tools we adjusted to the terminology through which they required our input (with attempts from their side to become more flexible), but users will quickly start expecting to express themselves in their normal conversational manner and to get an appropriate response. No conscious translation required. Audiences are already notoriously impatient online, and the expectation to get to their intended goal – whether that is an answer, a purchase, etc – with minimal disruption will only become higher, as will distaste at experiences loaded with junk. The idea of AI chatbot as helpful personal assistant shall become ever more popular as the experience in using them becomes more seamless

  4. Augmented and Virtual Reality (AR/VR) – and the metaverse! – to grow slowly but steadily: Though AR/VR’s thunder as the hot new(ish) thing has been stolen in recent years – first by crypto then by AI – it has continued to make inroads, even if not as quickly as Mark Zuckerberg would have liked. Most notably the Apple Vision Pro launches in early 2024 (while spatial video already receiving hype from those who have experienced it), while Meta will continue to push their more affordable headsets, and other competitors will also increase the strength and quality of the overall experience. With these innovations, metaverse-style experiences will also grow – the hype bubble may also have burst there, but the likes of Roblox will provide an increasing multitude of immersive online spaces in which to gather. And on that note…

  5. Social Media to Fragment and Communication Platforms to Decentralise, as X/Twitter continues to decline:The likes of Instagram, Facebook, and TikTok will still have some feeling of dominance. However, the implosion of X/Twitter has continued a trend of people finding and inhabiting spaces which are more walled off and niche to their interests. That may be through joining Discord communities, building their own community through providers such as Mighty Networks, subscribing to paid Substack newsletters, or finding myriad other places which are less overwhelming – and which feel less exposing – than the largest social networks. The toxic risks inherent in the digital town square modelare simply too much for most to risk

Five top tips for 2024

  1. Embrace AI (though with consideration and purpose): As AI inevitably becomes more integrated into communication tools and platforms, explore how they can be used to enhance productivity and improve your experience. Look to build some time into your day to try new AI-enhanced elements in both regular and new tools without any time pressures. AI may well be able assist in tasks like scheduling, drafting emails, or even generating first drafts of content – though how well it works will be down to your own personal needs and circumstance. Make it a part of your toolkit, though without making any radical changes that could set you back rather than take you forward. To paraphrase Alan Partridge, let’s evolve, not revolve (aha!)

  2. Prioritise the personal touch in your communications – Given the glut of generic AI content mentioned above, there is the risk of being drowned out, which is why it will be more important than ever to stand out. The unique combination of qualities that you possess will become more important than ever. In the past the more personal – and less formal – approach has often been avoided in corporate settings since it comes with the risk of standing out too much, but with parameters changing rapidly so does the balance. There does not need to be a binary between having a personality and appearing professional: both can coexist. Hone your values, strengthen your tone of voice, and communicate who you are in a way that is clear, confident, and which is more likely to make a lasting impression amongst the noise

  3. Ditch X/Twitter – and take the time to explore and understand platforms which are new (to you): It is all too easy to throw our hands up and feel resigned to becoming outdated and out of touch. In reality the newer platforms aren’t all that different from the older ones, not least since the older ones have continued to update themselves to try and keep pace. Creating a Threads account (which has now finally opened up in Europe), earning Blue Sky access, even signing up to older platforms you may have previously ignored such as Pinterest and Reddit: it’s never too late to find out the benefits of each platform, and what you may gain from being there

  4. Employing mindfulness – and focussing on digital wellness – when using social media: Given that 2024 is an election year in the United States and quite possibly the UK, we can expect online discourse to again become more toxic around hot-button political issues. There are plenty of resources out there (such as This Too Shall Grow) which are dedicated to cultivating digital wellness and establishing positive practises to avoid being sucked into doomscrolling and other harmful behaviour which can eat up your waking hours. Try to build helpful practises into your daily routines (I’d recommend The Growth Equation for advice on this), and never be afraid to step away from your digital device – and remove yourself from staring at the screen – when things are feeling too intense

  5. Keep the focus on both who and what you value: The dizzying amount of digital communications options – with different friends and family strewn across dozens of platforms – can make it difficult to allocate time. With any social media consider how you can best embed it into what you do, without it becoming an ever-present distraction. As well as preserving your focus on core activities, it helps to preserve dedicated time which increases the quality of what you do. Think about how interval training and focussing on single tasks for longer periodscan have a beneficial effect. Also be aware of what will be of use for the longer term – e.g., there is a great many hours I spent on Facebook back its ‘golden era’ that I certainly wish I could now reclaim for a more satisfying purpose… When a platform such as X/Twitter is in trouble, do you want to spend any additional hours than you need to on there as it continues to decline?

Thoughts and suggestions

Hope you found something of use from the above. If you have feedback on any of these and/or additional suggestions, please do comment and let me know – I’ll look to share any received. As a bonus recommendation, I would heartily endorse the benefits of building networks of likeminded individuals to share, shape, and promote things which are important to you. It’s still possible to make the most of the best of what social networks and online media has to offer.

…one more thing

Image source: Autoevolution

Yes, ChatGPT has some great uses, but Chevrolet of Watsonville demonstrated the perils of using it at this stage without proper guardrails. There for customer support, enterprising individuals soon found that they could put it for use in other ways – including recommending other car manufacturers such as Tesla. Whoops! (Article here.)

And there we are! Before I outstay my welcome, thanks for reading this far – please do forward on to anyone who may find the newsletter of interest. Wishing you all an excellent Christmas and marvellous New Year, and look forward to being back in touch soon.