As the new year starts and content planning begins in earnest, marketers should be on the lookout for the next big moments in social.

Here you have four of the biggest game-changers, according to the Hootsuite:

1. Companies will balance public and personalized messages. Brands will continue to invest in both personalized and public messaging, with some assistance from automation.

2. Brands will keep taking a stand. Employers are significantly more trusted by the public than NGOs, businesses, government and the media. Some organizations will take advantage of this role, building more progressive internal culture while amplifying company purpose via employee and customer advocacy.

3. TikTok is expected to grow. With more than 800 million monthly active users, the majority of whom are 16 to 24 years old, TikTok is still on the rise.

4. Performance marketing will amplify social efforts. As social marketers expand their skillsets, they will need to become fluent in performance marketing, a discipline once limited to advertising technologists and digital marketing agencies.