Sisukord:
In today’s fast-paced digital landscape, firms that want to communicate with their target audience effectively must stay ahead of the social media marketing curve. As we explore the most recent social media marketing trends and developing methods, businesses may leverage the power of innovative tools and platforms to increase engagement and generate conversions.
Understanding these patterns can provide marketers with valuable insights, ranging from using artificial intelligence to optimize ad targeting to embracing ephemeral content that captivates users.
Join us as we look at how to create a winning social media strategy that not only speaks to your target audience but also positions your business for success in a competitive market.
What Is Social Media Marketing?
Social media marketing (SMM) entails using social media platforms to communicate with target audiences, improve brand awareness, increase sales, provide customer support, and route traffic to brand-owned websites through social media posts.
This marketing discipline can be divided into two primary tactics: Organic social media marketing entails sharing high-quality material on social media platforms, engaging in conversations with followers, and tracking performance and effectiveness; the other primary strategy of social media marketing is using paid campaigns.
8 Top Social Media Marketing Trends 2024 | You Need to Follow
Trend 1: Long-Form Video Is King
Like every year, video, especially short-form video, is always at the top of a list of social media marketing trends. We already know that short videos are a great way to connect with people and get them to follow you. In fact, most users say it’s the most exciting kind of information in their feed.
But, surprise, long-form video has come back in a big way. TikTok has been pushing longer videos. It started with one-minute videos, then 10 minutes, and now it’s trying uploads that are 30 minutes long. There are even moves to make movies horizontal, like on YouTube.
The platform says that people use TikTok to watch movies that are at least one minute long, which is why these long-form tests are being conducted.
Takeaway for brands: Short-form videos are still an essential part of daily social media use. However, think about how you can use long-form stories in your work.
Trend 2: Content That Is Fun Is The New “Brand Personality”
Some brands are moving away from their “edgy” voice and toward making material that is more fun.
Brands have always come up with unique ways to use memes and the Internet’s voice in a way that fits their own. To do this, we’ve seen more brands try new things with their voice and visual material.
Take LinkedIn’s Threads, which have a human voice, and discuss everything from funny and familiar to inspiring and sweet.
We also love how Auntie Anne’s Pretzels has made a planned, branded social media joke strategy. They use Internet culture, jokes, and trends in their work while staying true to their brand’s colors, tone, and image.
Takeaway for brands: Think about how fun your business can be on social media. You don’t have to do this in a way that goes against the style and tone of your brand. What memes and trends could you change to fit the topic of your brand?
Trend 3: The Rise Of Social Commerce Remains A Trend To Watch — And Use
#TikTokMadeMeBuyIt is a well-known trend. We purchased something after seeing it on TikTok or another social media outlet.
However, social commerce is not a fad; it is a trend that you should keep an eye on and factor into your plan. Platforms like TikTok are advocating for it. TikTok Shop will be formally launched in the United States in late 2023. And they’re already working on methods to make in-app buying even more accessible.
We spoke with Mekanism’s social strategy director, Jeff MacDonald, about monitoring current social media trends. He flagged this one. As he sees it, live streaming and interactive shopping experiences are only going to get bigger, so this trend is probably here to stay.
“Live shopping events, which combine entertainment and quick purchase opportunities, are an exciting way for brands to connect with their customers. This year will be a test to see if North American audiences would adopt live commerce streams in the same way that others have.”
Brand takeaway: If you haven’t tried selling on social media before, now is an excellent time to start. There is an eager, ready-to-buy audience on social media. Give consumers another means to buy—consider whether setting up shop on TikTok, Facebook, or Instagram is a good fit for your brand.
Trend 4: SEO Is Vital For Social Channels—Not Just Your Website
We have researched a couple of areas I want to visit and hike this summer. Instead of using Google, We searched Instagram for geographical hashtags.
Don’t underestimate the value of social media sites as search engines. In 2022, approximately 40% of Gen Z preferred TikTok to Google for information searches.
This makes it more critical than ever to optimize your content for discoverability, both in feed and through search.
Brand takeaway: Optimize your social material for SEO in the same way you would an article on your blog or a page on your website. Include important keywords in your captions, hashtags, and alt text to optimize your posts and profile for optimum discoverability.
Trend 5: Reimagined Transparency And Behind-The-Scenes Content
The growing audience appetite for authentic content necessitates that brands be more honest about their social media business operations.
However, there has been a fascinating transition. A few years ago, we couldn’t talk about social media marketing trends without mentioning the importance of brands standing up—or being called out. However, only a fifth of the consumers polled in the Index said the most memorable brands on social spoke up about causes and events that were relevant to their beliefs in 2023.
The Index also discovered that the second most essential factor customers do not perceive from firms on social media is transparency about business processes and principles.
This means that, although speaking out used to set businesses apart, it is now expected that brands display transparency and their principles on a frequent basis. We spoke with Oatly’s Social Engagement and Community Growth Specialist, Paula Perez, about current social trends. According to Perez, “Consumers are more interested than ever in labor practices, diversity, investor relations, supply chain, company leadership, and environmental responsibility.”
Nisolo, for example, consistently prepares and posts sustainability “report cards” for its products.
Takeaway: Look for ways to improve transparency about your company, goods, and procedures. You can start by creating behind-the-scenes content about your workplace, the products being manufactured, the people behind your products, and your sustainability beliefs. Make sure you have evidence to back up your claims.
If questions arise that your brand should address, utilize the appropriate tools to remain proactive. Social listening will assist you in identifying rising conversation topics early on, allowing you to comprehend and stay ahead of an issue, as well as determine the changes that need to be made.
Trend 6: Authentic Content Reaches Across Platforms
According to The Sprout Social Index™, consumers want more authentic, non-promotional material from brands on social media. We’ve seen how creator culture has grown in popularity—and brands with authentic voices, from artists to employees, outperform those without.
And marketers must understand that this trend is here to stay—it is the new era of social media.
We spoke with Flywire Social Media Manager Sam Mackowitz, who believes that AI is simply fueling the desire for greater authenticity. “I think people will seek actual experiences on social media. While AI can expedite travel, the personal touch is crucial and will remain so in 2024.
Brand takeaway: In addition to tapping creators, develop more authentic owned content. According to Mackowitz, “At Flywire, the content that works best for us is always when it features our personnel. We’ve had terrific success highlighting the individuals behind the payments! Authenticity will soar in 2024.”
Consider fun blogs and video content showing coworkers who aren’t camera shy, as well as a “meet the team” series. Be creative!
An employee advocacy campaign is a fantastic approach to promote your company organically. Using a platform like Sprout Social’s Employee Advocacy makes it easy for your employees to find and share the material you create for them.
Trend 7: The Development of Social Teams and Titles
Is your social team structure built around networks? Then you’re not alone; according to the Index, 64% of social teams are focused on specific social platforms or networks.
However, your team structure is continually at risk of becoming outdated. The personnel and abilities required to manage social media marketing trends effectively change in lockstep with them. The advent of new platforms, such as Threads, always raises the same question: Who is responsible for a new platform when it is separated by network?
New social media careers and titles emerge and evolve quickly. Gabby Grahek, Sprout’s strategic services consultant and social media thought leader, discussed current social trends. “I am hoping and praying for social specialists on social teams. As firms continue to experiment with social, create a budget for these teams and raise their maturity levels wherever possible.”
Brand takeaway: Gabby believes that “we’ll see niche social professions develop on corporate teams.” Evaluate your present team structure to find holes. This is an excellent time to take more control of your career path and propose a new role that matches your skills. Alternatively, convince your manager that you require additional personnel to fill a new position.
Trend 8: The Rise of the Creator and Influencer Economy
Today, the world is dominated by creators and influencers; we are simply posting in it.
In the age of authenticity, creators and influencers provide a genuine human experience to the social scroll. Their presence on brand accounts will only grow in importance as a means of engaging viewers. In fact, according to a Q3 Sprout Pulse Survey of 307 US-based marketers, 8 out of 10 social marketers consider influencer marketing to be vital to their social strategy.
As Jeff MacDonald stated, “TikTok’s continued dominance highlights the shift toward more authentic, unfiltered content.” This tendency is expected to continue, with people leaning toward content that appears authentic and relatable. Brands will increasingly rely on artists and influencers who can tell captivating tales and engage with viewers on a human level.
Brand takeaway: The rise of creators and influencers, as well as the authentic voices they supply, are likely to be on the list of social media marketing trends for many years. If you haven’t already started your creator and influencer marketing partnerships and programs, now is the moment.
As Jeff stated, “Authenticity in content not only increases engagement but also fosters trust and loyalty among consumers.” This tendency is consistent with the human-centric approach to social media, which emphasizes human creativity and connection when producing corporate messages.”
Consider using a specialized creator and influencer management tool, as more than half of brands have done, according to a Q3 Sprout Pulse survey. Platforms such as Sprout Social’s Tagger make it easy to manage your influencer partnerships and impact.
Top 5 Social Media Strategy Trends To Boost Your Business
1. AI As A Collaborator
2023 was billed as the year of AI, but few marketers did more than experiment with early version technologies. 2024 is expected to be the year of properly putting AI to work, notably in social media.
Behind The Scenes
Social media marketing trends indicate that more brands will use AI to streamline operations and improve analytics. Machine learning algorithms can extract meaningful insights from enormous sets of first-party data, enhancing segmentation and customization. This is especially crucial given that third-party cookies will be phased out permanently in 2024.
Predictive behavioral analysis, sentiment analysis, and influencer discovery are examples of how a marketer may use AI to create a social media strategy that prioritizes a highly personalized and relevant audience experience.
Creative Cooperation
With these findings, creative teams gain from time and cost savings by using generative AI to:
- Please suggest compelling captions.
- Create customized, branded images.
- Repurpose the best-performing posts.
- Create new collateral depending on emerging issues or rival action.
The keyword is “suggest.” Content teams are not going anywhere. Your audience can still tell the difference between genuine, human conversation and bot-written text.
Coca-Cola led the early use of generative AI for public marketing in 2023, with initiatives ranging from digital greeting cards to a major takeover of the Las Vegas Sphere. As the first brand to work directly with OpenAI, the beverage behemoth partnered with Bain and WPP, illustrating how brilliant work incorporates AI technology into an integrated team approach.
Your New Customer Service Representative
Finally, chatbots are expected to increase on social platform messaging as marketers strive to provide personalized, real-time interactions for customers seeking assistance.
While AI may surely improve social marketing efficiency, several factors must be considered to keep audience trust. Authenticity and privacy are top concerns for all demographics, not to mention the challenges of plagiarism, misinformation, and bias. Understand how your audience perceives artificial intelligence. Before releasing AI solutions to the public, consult with the general counsel and a diversity panel.
2. Social Commerce To Take Over Retail
Social media platforms are becoming key shopping locations thanks to features like in-app purchases, shopping tags, and integrated payment choices. It makes sense since social shopping captures the entire customer decision journey in a closed loop.
A Complete Funnel Solution
Social commerce reduces browsing stages and the amount of clicks required to complete a transaction, hence lowering friction points. Augmented and virtual reality technologies enable people to evaluate products in real time, lowering purchase uncertainty.
Without the cost of surveys or focus groups, brands can collect real-time feedback on their products and purchasing experiences from highly targeted customers. They can also increase stickiness by encouraging loyal customers to participate in product development. Purchases within this loop can be more than just a transaction; they can also help to propel relationships.
According to HubSpot’s Marketing Trends study, meta-platforms result in the highest ROI. However, depending on your target audience, select the appropriate platform. Zara, for example, understands that TikTok is where its Gen Z customers look for the latest fashion trends, so it opened the TikTop Shop late last year.
3. Keep It Reel
Short-Form Video And Ephemeral Material Persist
Interestingly, short-form films and ephemeral content are the key emphasis for branded content makers, not because they attract attention but because they keep users engaged with their devices.
In 2024, the goal is to effortlessly integrate your brand into your audience’s digital lives informally and humanely. To produce bite-sized, authentic, and relatable content, use behind-the-scenes footage, testimonials, Ask Me Anything (AMA), and surveys from your customers and employees.
Micro-Brand Ambassadors Reign
If you haven’t noticed already, authenticity, connection, and human involvement are emerging as key audience requirements for brand interactions in 2024. Who better to promote a product than a trusted friend or neighbor? Celebrity endorsements have lost traction, so employ “nano influencers” and user-generated content to promote your company.
Kraft Heinz is winning by using user-generated content (UGC) and nano influencers to promote both existing staples and new product releases. The CPG brand successfully places its products in the setting of actual households throughout the continent, establishing trust and relevance with its key customers.
4. Social Search Optimization
TikTok and Instagram have dethroned Google as the favored search engine among Generation Z. So, if you want to attract new eyes in the 18-34 group, you must maximize your brand’s discoverability on social media.
Less used to be more, but in 2024, make sure to include high-traffic keywords and detailed metadata in your social postings to increase brand visibility.
Swipe Left To Engage
Engagement also influences social search results. Plan your content around the times when your audience is most likely to engage.
Ask them questions: Stickers and polls allow your audience to participate in your postings, quickly increasing engagement. But the most straightforward request of all is a single swipe. Use carousel posts to highlight your interesting new AI—or user-generated content and increase engagement.
Humor Or Heartstrings?
This is not new information: reposts are pretty valuable. The more pages that connect to your content, the higher your brand will rank in search engine rankings. Timely lists, infographics, how-tos, movies, and memes are all shareable formats that can be used in your strategy, but the tone is increasingly crucial in 2024.
Appeal to your audience’s humanity with humor or a light tug on the heartstrings (nostalgia is back). Always employ appealing calls to action to encourage your readers to share.
5. Loud And Proud Corporate Values
In the age of AI and VR, where misinformation and privacy issues abound, authenticity is the buzzword. Audiences expect their favored brands to be open about their principles and to uphold those values constantly.
If you haven’t already, focus on your brand’s fundamental problems and ensure they penetrate your internal culture and social media approach. Inside-out authenticity increases credibility, trust, and good esteem among both consumers and prospective employees.
Buffer, a social media marketing tool, has built its reputation on transparency, openly releasing wages and corporate milestones while also advocating for transparency in social media marketing. They don’t have to be everything to all marketers, but they know they want to set the standard for transparency in technology.
The Latest Social Media Marketing Updates In 2024
1. Augmented Reality (AR) Integration: As social media platforms evolve, incorporating augmented reality is becoming a game changer. Businesses can now build immersive brand experiences utilizing AR filters, lenses, and effects, with Instagram, Facebook, and Snapchat setting the standard.
psdigitise LLP investigates the possibilities of AR in increasing engagement and establishing memorable interactions with your audience.
2. Video Content Dominance: In social media marketing, video content continues to reign supreme. In 2024, platforms are doubling down on video-focused features like Instagram Reels, TikTok, and YouTube Shorts.
3. Ephemeral Content Strategies: Stories on platforms like Instagram and Snapchat are becoming increasingly popular. The transient aspect of ephemeral material creates a sense of urgency, resulting in higher engagement rates. psdigitise LLP investigates how organizations can develop captivating, time-sensitive content that connects with their target audience on a more personal basis.
4. specialized Platforms: Although established platforms remain dominant, specialized social media sites are gaining popularity. From Clubhouse to Vero, these platforms provide distinct chances for targeted audience engagement.
5. Social Commerce Evolution: Social commerce is moving beyond traditional e-commerce. Businesses may easily integrate their items into the social media experience using services such as Instagram Shopping, Facebook Marketplace, and Pinterest Shop. Ps Digitise LLP covers the most recent trends in social commerce and ideas for increasing sales on these platforms.
6. Personalization with AI: AI is playing an essential role in tailoring user experiences on social media. AI is improving user engagement and happiness through personalized suggestions and customer support chatbots.
What Is The Future Of Social Media Marketing?
Based on our numerous polls, research, and extra data, here’s what we expect for the future of social media marketing: Instead of using traditional search engines, consumers will use social media or artificial intelligence to find information. Brands will rely on influencers, particularly micro-influencers, instead of celebrities.
Customers will have a smooth buying experience on social media. Brands will produce more short-form content to interact with their audiences. Trademarks will use AI tools to develop personalized content for their target audiences. Brands will focus more on building an engaged social media community. Now, let’s dig deeper into each of these tendencies.
Search on Social Media Instead of Engines
According to the 2024 Sotsiaalmeedia turunduse suundumused Report, 87% of social media marketers anticipate that customers will increasingly seek companies on social media before using a search engine. A Google executive believes apps like TikTok and Instagram are jeopardizing two key Google discovery apps: Google Maps and Google Search.”
According to our research, roughly 40% of young people do not use Google Maps or Search to find a place to eat,” said Senior Vice President Prabhakar Raghavan, who oversees Google’s Knowledge and Information department. “They go to TikTok or Instagram.”Why is this happening? Raghavan feels this is because young individuals prefer visually appealing stuff when it comes to discovery.
With more individuals utilizing TikTok as a search engine, it’s understandable that the app expanded its search functions to keep users engaged. In August 2022, TikTok developed a feature that highlights keywords in video comments and links them to search results. This provides an extra opportunity for people to discover fresh information when navigating across the platform.
When you view a TikTok video, you will now see a small search box at the bottom of the screen with a keyword or topic linked with it. When you click on the search bar, the app will transport you to more videos related to the phrase. If traditional search engines fail to match customer demands, TikTok and other social platforms may seize the lead in product and content discovery since they value visual material.
Chatbots, such as ChatGPT, are another competitor to search engines. Users can ask ChatGPT questions through prompts, and the bot will respond. Though data on how frequently individuals use ChatGPT instead of search engines is limited, the website presently receives approximately 1 billion monthly visitors and has an estimated 100 million active users.
Increased Reliance On Influencers Over Celebrities
According to the 2024 Social Media Trends Report, 84% of brands intend to collaborate with influencers and creators to represent their brands. 31% of marketers believe partnering with smaller influencers, particularly those with 1K to 100K followers, is a wise investment. Brands can save more money by dealing with fewer influencers instead of celebrities.
Most importantly, customers believe in influencers and creators. AcExperience Experience, if someone you can relate to supports a product, you are more inclined to be interested in it. That’s how you discovered the Curly Girl Method, which completely transformed the health of your hair!
This is most likely due to the fact that influencers who specialize in a particular area have more value than a faceless brand. Say, I’m looking for hiking gear. A hiking influencer who climbs all year and has a history of evaluating hiking products will likely provide more knowledge than a friend who has just gone hiking once.
As a result, influencers, even strangers, can be considered more valued than loved ones. As new content providers emerge daily, this tendency is likely to continue.
Seamless Shopping Experience on Most Social Platforms
According to the 2024 Social Media Trends Report, 31% of businesses want to sell directly to clients through their social media platforms. 27% of poll respondents said selling their items directly on social media is more effective than increasing traffic to their website. Instagram was among the first social platforms to provide a smooth purchasing experience and integration.
Other platforms have also joined the bandwagon and with good reason. Let us establish the scene: In a few years, Generation Z will have wholly joined the working class and will have enormous purchasing power. According to our consumer trends survey, the majority of Gen-Zers like to learn about new items through social media, particularly short-form videos.
This means that in order to remain competitive, social platforms will need to provide integrated shopping experiences that keep users on their platforms. It also means that brands must shift their marketing strategy.
Although Instagram pioneered the social media shop, 38% of marketers claim they focus the majority of their sales efforts on Facebook. It is reasonable to conclude that social selling is here to stay and will continue to influence social media trends.
Short-Form Videos Will Be More Important Than Ever
If the adage “content is king” holds, short-form video is next in line for the crown. According to our research, 29% of marketers believe short-form video is more crucial than ever. 57% of brands want to use this material in their social media strategies.
The short-form video includes everything from shopping commercials to entertainment and instructive videos. 24% of marketers agree that hilarious videos produce the highest ROI. Given that Facebook, YouTube, and Instagram are the most popular social media sites, marketers intend to focus more on developing short-form video content.
Facebook, YouTube, and Instagram each have their short-form video platform, similar to TikTok, which is rated fourth. We are sure other social media users get hooked on watching videos as they appear in our feeds.
Short-form video is quickly digested, so it’s no wonder that 71% of marketers believe it has a high ROI. In 2024, 67% of our survey respondents intend to spend more of their marketing money on developing short-form content.
AI Will Be A Useful Tool For Boosting Social Media Strategies
According to our Social Media Trends Report, 73% of marketers utilize generative AI to create social media content—furthermore, 81% of marketers who already use AI report that it improves their productivity.
What’s startling is that marketers are employing generative AI tools for more than just writing social media copy and tweaking the tone to better connect with their audience.
In fact, 48% of marketers claim to utilize AI to create photographs for their articles, while 55% use AI to create short-form videos. I use AI-powered video editors to generate my short-form material, and it’s never been easier—especially given that I’m new to video editing.
AI technologies, however, are not fail-proof; they continually adjust to new data sets and algorithm updates. Despite their limits, 54% of marketers believe AI can help them develop content that is more relevant to their target audience’s interests.
Creating targeted social media posts is critical since 34% of marketers believe that concentrating on their audience’s interests is an essential component of their 2024 social media marketing strategy.
Given that the market for AI technology is predicted to reach 1.4 trillion dollars by 2030, it’s not out of the question that AI technologies will play an essential role in any marketer’s social media strategy.
Greater Emphasis On Developing An Active Social Media Community
According to the 2024 Sotsiaalmeedia turunduse suundumused Report, with an estimated 5.17 billion social media users worldwide, an increasing number of brands intend to devote time to creating an active and engaged social media audience.
79% of markets believe that an active social media community is essential to their overall social media strategy. To foster an active community, marketers are expanding their community-building techniques.
Here’s how:
- 18% of marketers plan to focus on increasing their social media following.
- 25% of social media managers intend to increase brand exposure and reach new audiences.
- 21% of marketers want to understand their clients and their demands better.
- 26% of survey respondents want to use influencer marketing to build their community.
With these methods in place, 87% of social media marketers expect their brand to have an engaged social media community by 2024. We can’t predict what the future will be like because social media moves so swiftly. However, based on recent data, we may conclude that it is likely to continue in this way.
Keep Up With Social Media Marketing Trends
To sum up, anyone who wants to connect and do well online needs to keep up with the latest social media trends. It’s essential to change with the times and connect with your audience in fresh ways as video, live streaming, and short clips become more popular.
Adopting these trends can help you get more attention and connect with others. Keep an eye on what’s coming next on social media to make sure your online strategies stay fresh and work.
Tere! Olen Faezeh, sisukirjutaja ettevõttes Nobosoft. Sulle kirglikult kaasahaarava sisu loomise vastu, mis toob tulemusi. Mulle meeldib digitaalse turunduse ja tehnoloogia kohta uurida, lugeda ja kirjutada ning hea meelega teiega jagada.
Otsige teemat
Liituge meie uudiskirjaga
In today’s fast-paced digital landscape, firms that want to communicate with their target audience effectively must stay ahead of the social media marketing curve. As we explore the most recent social media marketing trends and developing methods, businesses may leverage the power of innovative tools and platforms to increase engagement and generate conversions.
Understanding these patterns can provide marketers with valuable insights, ranging from using artificial intelligence to optimize ad targeting to embracing ephemeral content that captivates users.
Join us as we look at how to create a winning social media strategy that not only speaks to your target audience but also positions your business for success in a competitive market.
What Is Social Media Marketing?
Social media marketing (SMM) entails using social media platforms to communicate with target audiences, improve brand awareness, increase sales, provide customer support, and route traffic to brand-owned websites through social media posts.
This marketing discipline can be divided into two primary tactics: Organic social media marketing entails sharing high-quality material on social media platforms, engaging in conversations with followers, and tracking performance and effectiveness; the other primary strategy of social media marketing is using paid campaigns.
8 Top Social Media Marketing Trends 2024 | You Need to Follow
Trend 1: Long-Form Video Is King
Like every year, video, especially short-form video, is always at the top of a list of social media marketing trends. We already know that short videos are a great way to connect with people and get them to follow you. In fact, most users say it’s the most exciting kind of information in their feed.
But, surprise, long-form video has come back in a big way. TikTok has been pushing longer videos. It started with one-minute videos, then 10 minutes, and now it’s trying uploads that are 30 minutes long. There are even moves to make movies horizontal, like on YouTube.
The platform says that people use TikTok to watch movies that are at least one minute long, which is why these long-form tests are being conducted.
Takeaway for brands: Short-form videos are still an essential part of daily social media use. However, think about how you can use long-form stories in your work.
Trend 2: Content That Is Fun Is The New “Brand Personality”
Some brands are moving away from their “edgy” voice and toward making material that is more fun.
Brands have always come up with unique ways to use memes and the Internet’s voice in a way that fits their own. To do this, we’ve seen more brands try new things with their voice and visual material.
Take LinkedIn’s Threads, which have a human voice, and discuss everything from funny and familiar to inspiring and sweet.
We also love how Auntie Anne’s Pretzels has made a planned, branded social media joke strategy. They use Internet culture, jokes, and trends in their work while staying true to their brand’s colors, tone, and image.
Takeaway for brands: Think about how fun your business can be on social media. You don’t have to do this in a way that goes against the style and tone of your brand. What memes and trends could you change to fit the topic of your brand?
Trend 3: The Rise Of Social Commerce Remains A Trend To Watch — And Use
#TikTokMadeMeBuyIt is a well-known trend. We purchased something after seeing it on TikTok or another social media outlet.
However, social commerce is not a fad; it is a trend that you should keep an eye on and factor into your plan. Platforms like TikTok are advocating for it. TikTok Shop will be formally launched in the United States in late 2023. And they’re already working on methods to make in-app buying even more accessible.
We spoke with Mekanism’s social strategy director, Jeff MacDonald, about monitoring current social media trends. He flagged this one. As he sees it, live streaming and interactive shopping experiences are only going to get bigger, so this trend is probably here to stay.
“Live shopping events, which combine entertainment and quick purchase opportunities, are an exciting way for brands to connect with their customers. This year will be a test to see if North American audiences would adopt live commerce streams in the same way that others have.”
Brand takeaway: If you haven’t tried selling on social media before, now is an excellent time to start. There is an eager, ready-to-buy audience on social media. Give consumers another means to buy—consider whether setting up shop on TikTok, Facebook, or Instagram is a good fit for your brand.
Trend 4: SEO Is Vital For Social Channels—Not Just Your Website
We have researched a couple of areas I want to visit and hike this summer. Instead of using Google, We searched Instagram for geographical hashtags.
Don’t underestimate the value of social media sites as search engines. In 2022, approximately 40% of Gen Z preferred TikTok to Google for information searches.
This makes it more critical than ever to optimize your content for discoverability, both in feed and through search.
Brand takeaway: Optimize your social material for SEO in the same way you would an article on your blog or a page on your website. Include important keywords in your captions, hashtags, and alt text to optimize your posts and profile for optimum discoverability.
Trend 5: Reimagined Transparency And Behind-The-Scenes Content
The growing audience appetite for authentic content necessitates that brands be more honest about their social media business operations.
However, there has been a fascinating transition. A few years ago, we couldn’t talk about social media marketing trends without mentioning the importance of brands standing up—or being called out. However, only a fifth of the consumers polled in the Index said the most memorable brands on social spoke up about causes and events that were relevant to their beliefs in 2023.
The Index also discovered that the second most essential factor customers do not perceive from firms on social media is transparency about business processes and principles.
This means that, although speaking out used to set businesses apart, it is now expected that brands display transparency and their principles on a frequent basis. We spoke with Oatly’s Social Engagement and Community Growth Specialist, Paula Perez, about current social trends. According to Perez, “Consumers are more interested than ever in labor practices, diversity, investor relations, supply chain, company leadership, and environmental responsibility.”
Nisolo, for example, consistently prepares and posts sustainability “report cards” for its products.
Takeaway: Look for ways to improve transparency about your company, goods, and procedures. You can start by creating behind-the-scenes content about your workplace, the products being manufactured, the people behind your products, and your sustainability beliefs. Make sure you have evidence to back up your claims.
If questions arise that your brand should address, utilize the appropriate tools to remain proactive. Social listening will assist you in identifying rising conversation topics early on, allowing you to comprehend and stay ahead of an issue, as well as determine the changes that need to be made.
Trend 6: Authentic Content Reaches Across Platforms
According to The Sprout Social Index™, consumers want more authentic, non-promotional material from brands on social media. We’ve seen how creator culture has grown in popularity—and brands with authentic voices, from artists to employees, outperform those without.
And marketers must understand that this trend is here to stay—it is the new era of social media.
We spoke with Flywire Social Media Manager Sam Mackowitz, who believes that AI is simply fueling the desire for greater authenticity. “I think people will seek actual experiences on social media. While AI can expedite travel, the personal touch is crucial and will remain so in 2024.
Brand takeaway: In addition to tapping creators, develop more authentic owned content. According to Mackowitz, “At Flywire, the content that works best for us is always when it features our personnel. We’ve had terrific success highlighting the individuals behind the payments! Authenticity will soar in 2024.”
Consider fun blogs and video content showing coworkers who aren’t camera shy, as well as a “meet the team” series. Be creative!
An employee advocacy campaign is a fantastic approach to promote your company organically. Using a platform like Sprout Social’s Employee Advocacy makes it easy for your employees to find and share the material you create for them.
Trend 7: The Development of Social Teams and Titles
Is your social team structure built around networks? Then you’re not alone; according to the Index, 64% of social teams are focused on specific social platforms or networks.
However, your team structure is continually at risk of becoming outdated. The personnel and abilities required to manage social media marketing trends effectively change in lockstep with them. The advent of new platforms, such as Threads, always raises the same question: Who is responsible for a new platform when it is separated by network?
New social media careers and titles emerge and evolve quickly. Gabby Grahek, Sprout’s strategic services consultant and social media thought leader, discussed current social trends. “I am hoping and praying for social specialists on social teams. As firms continue to experiment with social, create a budget for these teams and raise their maturity levels wherever possible.”
Brand takeaway: Gabby believes that “we’ll see niche social professions develop on corporate teams.” Evaluate your present team structure to find holes. This is an excellent time to take more control of your career path and propose a new role that matches your skills. Alternatively, convince your manager that you require additional personnel to fill a new position.
Trend 8: The Rise of the Creator and Influencer Economy
Today, the world is dominated by creators and influencers; we are simply posting in it.
In the age of authenticity, creators and influencers provide a genuine human experience to the social scroll. Their presence on brand accounts will only grow in importance as a means of engaging viewers. In fact, according to a Q3 Sprout Pulse Survey of 307 US-based marketers, 8 out of 10 social marketers consider influencer marketing to be vital to their social strategy.
As Jeff MacDonald stated, “TikTok’s continued dominance highlights the shift toward more authentic, unfiltered content.” This tendency is expected to continue, with people leaning toward content that appears authentic and relatable. Brands will increasingly rely on artists and influencers who can tell captivating tales and engage with viewers on a human level.
Brand takeaway: The rise of creators and influencers, as well as the authentic voices they supply, are likely to be on the list of social media marketing trends for many years. If you haven’t already started your creator and influencer marketing partnerships and programs, now is the moment.
As Jeff stated, “Authenticity in content not only increases engagement but also fosters trust and loyalty among consumers.” This tendency is consistent with the human-centric approach to social media, which emphasizes human creativity and connection when producing corporate messages.”
Consider using a specialized creator and influencer management tool, as more than half of brands have done, according to a Q3 Sprout Pulse survey. Platforms such as Sprout Social’s Tagger make it easy to manage your influencer partnerships and impact.
Top 5 Social Media Strategy Trends To Boost Your Business
1. AI As A Collaborator
2023 was billed as the year of AI, but few marketers did more than experiment with early version technologies. 2024 is expected to be the year of properly putting AI to work, notably in social media.
Behind The Scenes
Social media marketing trends indicate that more brands will use AI to streamline operations and improve analytics. Machine learning algorithms can extract meaningful insights from enormous sets of first-party data, enhancing segmentation and customization. This is especially crucial given that third-party cookies will be phased out permanently in 2024.
Predictive behavioral analysis, sentiment analysis, and influencer discovery are examples of how a marketer may use AI to create a social media strategy that prioritizes a highly personalized and relevant audience experience.
Creative Cooperation
With these findings, creative teams gain from time and cost savings by using generative AI to:
- Please suggest compelling captions.
- Create customized, branded images.
- Repurpose the best-performing posts.
- Create new collateral depending on emerging issues or rival action.
The keyword is “suggest.” Content teams are not going anywhere. Your audience can still tell the difference between genuine, human conversation and bot-written text.
Coca-Cola led the early use of generative AI for public marketing in 2023, with initiatives ranging from digital greeting cards to a major takeover of the Las Vegas Sphere. As the first brand to work directly with OpenAI, the beverage behemoth partnered with Bain and WPP, illustrating how brilliant work incorporates AI technology into an integrated team approach.
Your New Customer Service Representative
Finally, chatbots are expected to increase on social platform messaging as marketers strive to provide personalized, real-time interactions for customers seeking assistance.
While AI may surely improve social marketing efficiency, several factors must be considered to keep audience trust. Authenticity and privacy are top concerns for all demographics, not to mention the challenges of plagiarism, misinformation, and bias. Understand how your audience perceives artificial intelligence. Before releasing AI solutions to the public, consult with the general counsel and a diversity panel.
2. Social Commerce To Take Over Retail
Social media platforms are becoming key shopping locations thanks to features like in-app purchases, shopping tags, and integrated payment choices. It makes sense since social shopping captures the entire customer decision journey in a closed loop.
A Complete Funnel Solution
Social commerce reduces browsing stages and the amount of clicks required to complete a transaction, hence lowering friction points. Augmented and virtual reality technologies enable people to evaluate products in real time, lowering purchase uncertainty.
Without the cost of surveys or focus groups, brands can collect real-time feedback on their products and purchasing experiences from highly targeted customers. They can also increase stickiness by encouraging loyal customers to participate in product development. Purchases within this loop can be more than just a transaction; they can also help to propel relationships.
According to HubSpot’s Marketing Trends study, meta-platforms result in the highest ROI. However, depending on your target audience, select the appropriate platform. Zara, for example, understands that TikTok is where its Gen Z customers look for the latest fashion trends, so it opened the TikTop Shop late last year.
3. Keep It Reel
Short-Form Video And Ephemeral Material Persist
Interestingly, short-form films and ephemeral content are the key emphasis for branded content makers, not because they attract attention but because they keep users engaged with their devices.
In 2024, the goal is to effortlessly integrate your brand into your audience’s digital lives informally and humanely. To produce bite-sized, authentic, and relatable content, use behind-the-scenes footage, testimonials, Ask Me Anything (AMA), and surveys from your customers and employees.
Micro-Brand Ambassadors Reign
If you haven’t noticed already, authenticity, connection, and human involvement are emerging as key audience requirements for brand interactions in 2024. Who better to promote a product than a trusted friend or neighbor? Celebrity endorsements have lost traction, so employ “nano influencers” and user-generated content to promote your company.
Kraft Heinz is winning by using user-generated content (UGC) and nano influencers to promote both existing staples and new product releases. The CPG brand successfully places its products in the setting of actual households throughout the continent, establishing trust and relevance with its key customers.
4. Social Search Optimization
TikTok and Instagram have dethroned Google as the favored search engine among Generation Z. So, if you want to attract new eyes in the 18-34 group, you must maximize your brand’s discoverability on social media.
Less used to be more, but in 2024, make sure to include high-traffic keywords and detailed metadata in your social postings to increase brand visibility.
Swipe Left To Engage
Engagement also influences social search results. Plan your content around the times when your audience is most likely to engage.
Ask them questions: Stickers and polls allow your audience to participate in your postings, quickly increasing engagement. But the most straightforward request of all is a single swipe. Use carousel posts to highlight your interesting new AI—or user-generated content and increase engagement.
Humor Or Heartstrings?
This is not new information: reposts are pretty valuable. The more pages that connect to your content, the higher your brand will rank in search engine rankings. Timely lists, infographics, how-tos, movies, and memes are all shareable formats that can be used in your strategy, but the tone is increasingly crucial in 2024.
Appeal to your audience’s humanity with humor or a light tug on the heartstrings (nostalgia is back). Always employ appealing calls to action to encourage your readers to share.
5. Loud And Proud Corporate Values
In the age of AI and VR, where misinformation and privacy issues abound, authenticity is the buzzword. Audiences expect their favored brands to be open about their principles and to uphold those values constantly.
If you haven’t already, focus on your brand’s fundamental problems and ensure they penetrate your internal culture and social media approach. Inside-out authenticity increases credibility, trust, and good esteem among both consumers and prospective employees.
Buffer, a social media marketing tool, has built its reputation on transparency, openly releasing wages and corporate milestones while also advocating for transparency in social media marketing. They don’t have to be everything to all marketers, but they know they want to set the standard for transparency in technology.
The Latest Social Media Marketing Updates In 2024
1. Augmented Reality (AR) Integration: As social media platforms evolve, incorporating augmented reality is becoming a game changer. Businesses can now build immersive brand experiences utilizing AR filters, lenses, and effects, with Instagram, Facebook, and Snapchat setting the standard.
psdigitise LLP investigates the possibilities of AR in increasing engagement and establishing memorable interactions with your audience.
2. Video Content Dominance: In social media marketing, video content continues to reign supreme. In 2024, platforms are doubling down on video-focused features like Instagram Reels, TikTok, and YouTube Shorts.
3. Ephemeral Content Strategies: Stories on platforms like Instagram and Snapchat are becoming increasingly popular. The transient aspect of ephemeral material creates a sense of urgency, resulting in higher engagement rates. psdigitise LLP investigates how organizations can develop captivating, time-sensitive content that connects with their target audience on a more personal basis.
4. specialized Platforms: Although established platforms remain dominant, specialized social media sites are gaining popularity. From Clubhouse to Vero, these platforms provide distinct chances for targeted audience engagement.
5. Social Commerce Evolution: Social commerce is moving beyond traditional e-commerce. Businesses may easily integrate their items into the social media experience using services such as Instagram Shopping, Facebook Marketplace, and Pinterest Shop. Ps Digitise LLP covers the most recent trends in social commerce and ideas for increasing sales on these platforms.
6. Personalization with AI: AI is playing an essential role in tailoring user experiences on social media. AI is improving user engagement and happiness through personalized suggestions and customer support chatbots.
What Is The Future Of Social Media Marketing?
Based on our numerous polls, research, and extra data, here’s what we expect for the future of social media marketing: Instead of using traditional search engines, consumers will use social media or artificial intelligence to find information. Brands will rely on influencers, particularly micro-influencers, instead of celebrities.
Customers will have a smooth buying experience on social media. Brands will produce more short-form content to interact with their audiences. Trademarks will use AI tools to develop personalized content for their target audiences. Brands will focus more on building an engaged social media community. Now, let’s dig deeper into each of these tendencies.
Search on Social Media Instead of Engines
According to the 2024 Sotsiaalmeedia turunduse suundumused Report, 87% of social media marketers anticipate that customers will increasingly seek companies on social media before using a search engine. A Google executive believes apps like TikTok and Instagram are jeopardizing two key Google discovery apps: Google Maps and Google Search.”
According to our research, roughly 40% of young people do not use Google Maps or Search to find a place to eat,” said Senior Vice President Prabhakar Raghavan, who oversees Google’s Knowledge and Information department. “They go to TikTok or Instagram.”Why is this happening? Raghavan feels this is because young individuals prefer visually appealing stuff when it comes to discovery.
With more individuals utilizing TikTok as a search engine, it’s understandable that the app expanded its search functions to keep users engaged. In August 2022, TikTok developed a feature that highlights keywords in video comments and links them to search results. This provides an extra opportunity for people to discover fresh information when navigating across the platform.
When you view a TikTok video, you will now see a small search box at the bottom of the screen with a keyword or topic linked with it. When you click on the search bar, the app will transport you to more videos related to the phrase. If traditional search engines fail to match customer demands, TikTok and other social platforms may seize the lead in product and content discovery since they value visual material.
Chatbots, such as ChatGPT, are another competitor to search engines. Users can ask ChatGPT questions through prompts, and the bot will respond. Though data on how frequently individuals use ChatGPT instead of search engines is limited, the website presently receives approximately 1 billion monthly visitors and has an estimated 100 million active users.
Increased Reliance On Influencers Over Celebrities
According to the 2024 Social Media Trends Report, 84% of brands intend to collaborate with influencers and creators to represent their brands. 31% of marketers believe partnering with smaller influencers, particularly those with 1K to 100K followers, is a wise investment. Brands can save more money by dealing with fewer influencers instead of celebrities.
Most importantly, customers believe in influencers and creators. AcExperience Experience, if someone you can relate to supports a product, you are more inclined to be interested in it. That’s how you discovered the Curly Girl Method, which completely transformed the health of your hair!
This is most likely due to the fact that influencers who specialize in a particular area have more value than a faceless brand. Say, I’m looking for hiking gear. A hiking influencer who climbs all year and has a history of evaluating hiking products will likely provide more knowledge than a friend who has just gone hiking once.
As a result, influencers, even strangers, can be considered more valued than loved ones. As new content providers emerge daily, this tendency is likely to continue.
Seamless Shopping Experience on Most Social Platforms
According to the 2024 Social Media Trends Report, 31% of businesses want to sell directly to clients through their social media platforms. 27% of poll respondents said selling their items directly on social media is more effective than increasing traffic to their website. Instagram was among the first social platforms to provide a smooth purchasing experience and integration.
Other platforms have also joined the bandwagon and with good reason. Let us establish the scene: In a few years, Generation Z will have wholly joined the working class and will have enormous purchasing power. According to our consumer trends survey, the majority of Gen-Zers like to learn about new items through social media, particularly short-form videos.
This means that in order to remain competitive, social platforms will need to provide integrated shopping experiences that keep users on their platforms. It also means that brands must shift their marketing strategy.
Although Instagram pioneered the social media shop, 38% of marketers claim they focus the majority of their sales efforts on Facebook. It is reasonable to conclude that social selling is here to stay and will continue to influence social media trends.
Short-Form Videos Will Be More Important Than Ever
If the adage “content is king” holds, short-form video is next in line for the crown. According to our research, 29% of marketers believe short-form video is more crucial than ever. 57% of brands want to use this material in their social media strategies.
The short-form video includes everything from shopping commercials to entertainment and instructive videos. 24% of marketers agree that hilarious videos produce the highest ROI. Given that Facebook, YouTube, and Instagram are the most popular social media sites, marketers intend to focus more on developing short-form video content.
Facebook, YouTube, and Instagram each have their short-form video platform, similar to TikTok, which is rated fourth. We are sure other social media users get hooked on watching videos as they appear in our feeds.
Short-form video is quickly digested, so it’s no wonder that 71% of marketers believe it has a high ROI. In 2024, 67% of our survey respondents intend to spend more of their marketing money on developing short-form content.
AI Will Be A Useful Tool For Boosting Social Media Strategies
According to our Social Media Trends Report, 73% of marketers utilize generative AI to create social media content—furthermore, 81% of marketers who already use AI report that it improves their productivity.
What’s startling is that marketers are employing generative AI tools for more than just writing social media copy and tweaking the tone to better connect with their audience.
In fact, 48% of marketers claim to utilize AI to create photographs for their articles, while 55% use AI to create short-form videos. I use AI-powered video editors to generate my short-form material, and it’s never been easier—especially given that I’m new to video editing.
AI technologies, however, are not fail-proof; they continually adjust to new data sets and algorithm updates. Despite their limits, 54% of marketers believe AI can help them develop content that is more relevant to their target audience’s interests.
Creating targeted social media posts is critical since 34% of marketers believe that concentrating on their audience’s interests is an essential component of their 2024 social media marketing strategy.
Given that the market for AI technology is predicted to reach 1.4 trillion dollars by 2030, it’s not out of the question that AI technologies will play an essential role in any marketer’s social media strategy.
Greater Emphasis On Developing An Active Social Media Community
According to the 2024 Sotsiaalmeedia turunduse suundumused Report, with an estimated 5.17 billion social media users worldwide, an increasing number of brands intend to devote time to creating an active and engaged social media audience.
79% of markets believe that an active social media community is essential to their overall social media strategy. To foster an active community, marketers are expanding their community-building techniques.
Here’s how:
- 18% of marketers plan to focus on increasing their social media following.
- 25% of social media managers intend to increase brand exposure and reach new audiences.
- 21% of marketers want to understand their clients and their demands better.
- 26% of survey respondents want to use influencer marketing to build their community.
With these methods in place, 87% of social media marketers expect their brand to have an engaged social media community by 2024. We can’t predict what the future will be like because social media moves so swiftly. However, based on recent data, we may conclude that it is likely to continue in this way.
Keep Up With Social Media Marketing Trends
To sum up, anyone who wants to connect and do well online needs to keep up with the latest social media trends. It’s essential to change with the times and connect with your audience in fresh ways as video, live streaming, and short clips become more popular.
Adopting these trends can help you get more attention and connect with others. Keep an eye on what’s coming next on social media to make sure your online strategies stay fresh and work.
Tere! Olen Faezeh, sisukirjutaja ettevõttes Nobosoft. Sulle kirglikult kaasahaarava sisu loomise vastu, mis toob tulemusi. Mulle meeldib digitaalse turunduse ja tehnoloogia kohta uurida, lugeda ja kirjutada ning hea meelega teiega jagada.
Rohkem meie blogist
Vaata kõiki postitusi
