The TwoSix team is back and ready to share what’s On Our Radar for December 2024 so that you can stay ahead of the always-evolving digital marketing landscape. This month the TwoSix team discusses TikTok ban, Lemon8, 2025 trends and predictions, and more!  Keep reading to find out what we’re keeping On Our Radar for December 2024.

There’s all kinds of chatter out there about the future of TikTok. We don’t have a crystal ball, but we do know that we should keep our ears to rail and have a plan if the ban comes to fruition. Most would assume that Meta would benefit the most and that Reels would essentially take over the realm of vertical video, but it appears TikTok is making some sneaky contingency plans.  

You may be hearing a bit more about a network called Lemon8 in the coming month. It’s TikTok’s backup plan if things go south. Initially, Lemon8 was intended to diversify TikTok’s offerings with an Instagram/Pinterest hybrid model.  Interestingly, TikTok is allowing its users to log in with their TikTok credentials. We could consider Lemon8  as a sister app to TikTok.  It launched in 2020, and by April 2023 it was the 2nd most downloaded application in the US. Here’s the kicker, it’s actually owned by ByteDance, the owner of TikTok, and is a U.S. company.  Problem solved, right?  

Let’s not kid ourselves, the migration from TikTok to Lemon8 won’t be easy. Asking users to adopt a new network would be a daunting task, but it is the backup plan that TikTok is holding in its back pocket if the ban takes hold. The plan might work, too, if users get agitated enough when and if a ban takes hold. It’s all in how they start to message and integrate a migration prior to January 19th.  

This is all quite exhausting. The last thing we all need is more networks to manage. Lately, there has been a slew of new networks vying for attention. In addition to Lemon8 we’ve got Threads and BlueSky, both X (Twitter) alternatives. There are also networks like BeReal and many, many others. When will it ever end?  

So what do we do? It’s probably a good idea to claim your spaces on these outlying networks. No harm, no foul.  

We’ll have to see how it all shakes out. No one really knows at this point. What’s you bet? Is TikTok getting banned? Are we all heading to Lemon8? Or will Meta continue its march to dominate our social media existence?   

Don’t let anyone tell you different: 2024 has been an absolute roller coaster. Remember the Baltimore bridge collapse? It seems like a lifetime ago after the total solar eclipse, the Olympics, the astronauts stuck in space, brat summer, and all the wild events surrounding the election. And where did we each go to find out how to feel about those big events? We all headed to our favorite social media platforms, of course.

In terms of digital marketing, one of the biggest takeaways from 2024 is the power of communities. Just take a look at the astronomical rise of Chappell Roan this year. Her surge in popularity was bolstered by positive sentiment from fans online. Developing a community that fights for you, vouches for you, and, most importantly, engages with you consistently, is what made the difference is many destinations’ digital presence this year. Just consider one of Sault Ste. Marie’s freighter videos — don’t you want organic posts getting 10K+ likes easily? Well, it’s the result of hard work: developing a following that will amplify your destination’s voice and help you be heard by even more people. Based on our experiences this year, that’s going to be even more imperative in 2025.

Another big trend is the absolute dominance of vertical videos. Specifically, those that feel unpolished and authentic. And that isn’t expected to change. So, if you haven’t started to lean into a vertical video strategy and development of a video library, hop to it. They’re just one piece of the puzzle, but they’re a huge one. Start telling stories and using narration — paired with captions, of course. Users won’t always have their sound on, but they’ll always want text to read.

As an aside, those telling your AR (augmented reality) or VR (virtual reality) is the big thing for 2025 are just flat-out wrong. Do you have a VR headset? Didn’t think so. And the only time I use AR is when trying to see if a couch will fit in my living room. Plus, I turned off Pokémon Go’s AR function a long time ago. Like hybrid and electric cars, it’ll probably catch on eventually — just not next year.

The last trend to look out for is the negative reaction to AI-produced content. We all know what the “AI tone” reads like at this point — and it generally turns people off. Instead of leveraging it as a replacement, use it as a supplement. Train it on your own voice. Watch out for photos that look too good to be true, whether they’re over-saturated or have a weird composition. Users will pounce. And you better hope you have a strong community to back you up at that point!

Threads just had its best month yet, leading iOS app downloads in November. It’s clear Meta’s text-based platform isn’t just riding Instagram’s coattails anymore—it’s finding its own footing, now hitting 100 million daily active users. On the flip side, BlueSky, still invite-only, is steadily growing, offering a decentralized alternative for users seeking a cleaner, ad-free experience.

So what does this mean for brands? While these platforms aren’t yet fully monetized, their momentum speaks to shifting user behavior. People are increasingly fed up with X (formerly Twitter) and are testing new waters—waters where brands that show up early could build authentic engagement before the ad space gets crowded.

If Threads keeps climbing and BlueSky opens up to the public, advertisers will need to pivot quickly. Staying ahead of these trends now could give you a head start in reaching audiences as they migrate to platforms that feel, well, alive.

As we say goodbye to 2024 and hello to 2025 planning, it’s important to not only figure out what to promote but where as well. Looking at 2024 social media usage trends can help determine where your content might fit the best.

Pew Research did a study between February and June of U.S. adults to determine social media usage. It’s not much of surprise that YouTube and Facebook were the most popular platforms by quite a large margin, followed by Instagram, Pinterest and TikTok. Looking at age demographics, YouTube and Facebook are popular across the board. Pinterest and LinkedIn have steady numbers across ages 18 -64. Instagram, TikTok, Snapchat and Reddit remain popular with the younger crowd from 18-39.

So, what does this tell us and how does it help us? By knowing who and where the audience is, we can determine how best to reach them. If you’re thinking about broad awareness, think YouTube and Facebook to reach a large audience. Find a more niche audience and test out some trends on Instagram, Pinterest and TikTok. While keeping these stats in mind, check out your own. Who are you currently reaching according to your insights and who are you not reaching that you’d like to? Maybe you’re not reaching as many young people on Facebook and don’t want to lose out on that segment. You can of course change targeting to try to reach them but it may make sense to try a new platform. Dig into those analytics and happy 2025 planning!

The potential ban of TikTok is causing stress amongst social media marketers, especially those who have successfully created a community of followers on the platform. Although TikTok may sometimes be a difficult platform to navigate because of its fast-paced nature and constantly evolving trends, those who get it- get it, and it would be very hard to watch it go. But don’t freak out! Let’s discuss what’s really going on with the ban and how you can prepare for your digital strategy for TikTok’s impending doom… maybe.

So, what is even happening?!

In April of this year, President Joe Biden signed a law requiring ByteDance, TikTok’s parent company, to sell the app by January 19, 2025, or face a US ban. ByteDance is based in China, so the ban became a possibility after the US considered the app’s potential relations with the Chinese Communist Party. With almost 200 million users in the US, this was perceived as a potential data privacy risk, thus, the ban. If the law takes effect on January 19, TikTok will be removed from the Apple App Store and Google Play. Although users wouldn’t immediately lose access to the platform, the “lack of updates and support would render TikTok obsolete over time.” (Business Standard)

Hope?

Literally, one day after the proposed ban, President-elect Donald Trump will return to the White House. While Donald Trump has stated he will intervene to prevent the ban, we aren’t entirely sure what his plan is yet. He is making a significant effort to come to an agreement with ByteDance, as he met with the owner of TikTok on Monday to discuss the ban. Since their meeting, the company has submitted an emergency application to the US Supreme Court to have the ban delayed. A glimmer of hope for TikTok? I guess we’ll find out together!

How you can prepare!

Regardless if you support the TikTok ban or not, we can all agree that the death of TikTok will make significant changes to our social media strategies. Even if your destination isn’t heavily involved on TikTok, this would still impact all other social media platforms. Millions of doom-scrolling TikTok users would be rushed onto platforms like Instagram Reels, YouTube Shorts, or even TikTok’s rumoured replacement Lemon8…  So let’s get to the nitty gritty- how can you prepare your digital strategy for a TikTok ban and be ready to take advantage of these new audiences?

Diversify your marketing channels- Focus your content on social media platforms other than TikTok! If TikTok has worked well for your destination, try recycling your existing content on similar platforms such as Instagram Reels or YouTube Shorts!

Prioritize Email Marketing- Let’s face it, no social media platform is permanent and the following you have built will not always be guaranteed. One of the best ways to create a reliable audience is by building out your email list. Using lead generation campaigns to gather email addresses and then building out a strong email marketing strategy is key to staying in touch with your audience, regardless of what happens on social media platforms. If you need help with your email marketing strategy, contact us!

Reach new audiences- Try leaning into new forms of content. Take some of the focus off of TikTok and use it to create some awesome Pins! Pinterest is widely used for travel inspiration, if you’re not already on the platform, we highly recommend it.

Use CTAs- Get your TikTok audience to engage with you elsewhere! Whether it be visiting your website, subscribing to your email list, or simply following your destination’s other social media platforms, use clear calls-to-action to push the users to your desired location. Don’t hope they’ll find your website, tell them! Use directional language in all your posts.

Lemon8- Lastly, as Brian mentioned, you can sign up for Lemon8. I mean, who knows, maybe it will be the next big thing? Doesn’t hurt to claim your account now just in case.

I am positive we will be talking about the future of TikTok more in the new year, so be sure to subscribe to our newsletter to stay up to date with all things digital marketing and receive our monthly On Our Radar right in your inbox! Thank you for following along with my updates in 2024, I hope you have a happy New Year!

If you’ve been spending the past few weeks reading reports of 2025 trend predictions, same. I especially look forward to Pinterest Predicts each year. Their predictions are always very visionary and eccentric, but then I look at the trending search terms and… it just makes sense.

As reports of 2025 travel predictions are being released, some common themes include younger travelers (18-34) being increasingly likely to book spontaneous trips and luxury experiences, while older millennials and Gen X (35-44) are planning family vacations and wellness retreats. Interestingly, there also seems to be a rise in solo travel amongst younger demographics. Searches for “solo travel” are 20% higher in 2024 than the previous year. You may want to consider adding a blog to your website with solo travel itineraries for your destination!

Sources:

• https://www.americanexpress.com/en-us/travel/discover/get-inspired/global-travel-trends#hero
• https://www.expedia.com/unpack-travel-trends/?brandcid=BRAND.EXPEDIA-US.COMMS.SOCIAL.LINKEDIN.UNPACK25.GENERIC

So how does Instagram fit into all of this? Instagram’s audience is split across a range of demographics that closely mirror those who are highly likely to book vacations in 2025. Additionally, concerns over TikTok’s future in the U.S. are no secret. Creators and users are already looking for alternatives, and Instagram Reels is positioned to capture a significant portion of that audience.

Recent data suggests that Instagram Reels isn’t just a viable alternative; it’s quickly becoming one of the most effective ways to reach your audience, especially in industries like tourism and hospitality. We’ve been seeing success with vertical video and Reel activations throughout 2024.

If your Goal is Impressions/Reach: Reels are Reaching More People than Ever Before

Reels are slowly dominating their share of user’s feeds. According to this Digital 2023 Global Overview Report, Reels accounted for 38.5% of Instagram feed posts, still slightly surpassed by photos at 39.8%. but, this number seems to growing to closer to 50% for Reels in 2024.

If you’re looking for impressions, Reels are the way to go! Reels benefit from Instagram’s algorithm, appearing frequently on the Explore page. According to a study by SocialInsider, They are especially effective for smaller accounts with less than 5,000 followers, reaching impression rates of 30%, compared to 20% for carousels, and 15% for single images. For larger accounts, these averages begin to drop, but Reels still hold the lead over other post types.

According to the same study, Instagram Reels have an average reach rate of 30.81%. this is two times greater than other post types such as Carousels (14.45%), Single Images (13.14%), and Instagram Stories.

If your Goal is Engagement: Carousels Might be the Move

According to SocialInsider, Carousels are still slightly out-performing Reels in terms of engagement, scoring an average engagement rate of 0.5% compared to Reels 0.45%. Their format is perfect for storytelling, tutorials, and collective image posts that users love to swipe through. Airbnb is a great example within the travel space that frequently uses carousels effectively to highlight unique experiences and places to stay.

In both cases, engagement is key. Instagram shared a post outlining how they rank different organic post types and stated that the most important factor they look at is how users have liked, saved, reshared, commented on, and engaged with posts in the past.

They use this engagement activity data to determine which content is most relevant to them, and this influences rankings, so don’t be afraid to post content that encourages people to interact!

With the ever-changing digital marketing world, we are here to keep you informed of new digital trends and what we are keeping on our radar each month. Have any questions? Contact us! We’re here to help.

Be sure to subscribe to our newsletter  to receive monthly updates on trends and insights in the digital marketing and tourism industries straight to your inbox!

Click the buttons below to connect with us on social media and stay in the loop on all things TwoSix Digital.