Now that 2023 is all wrapped up and post-Christmas sales are ending, it’s time for the 2024 social media marketing strategies to take centre stage. We’ve rounded up some of the top digital trends you should look out for in your organic and paid social marketing this year. Continue reading for social media marketing tools and how you can perfect your marketing strategy.
AI continues to grow – but be careful with how you use it
The Hootsuite 2024 Social Trends survey shows that organisations plan to massively increase their use of AI this year, especially for customer support and image editing. But there’s a catch – the same survey warns that “consumers are 62% less likely to engage with and trust content if they know it was created by AI,” with older generations being much less likely than Gen Z to engage with AI-generated content.
It can be hard trying to strike that balance between wanting to harness the efficiency that AI-powered automation can bring to your campaigns whilst making sure your ads still resonate with your target audience. Take the time to consider how AI tools can be used to achieve your broader digital and social media marketing goals – what you need, how much time it takes, and whether delegating tasks to automated systems will help or hinder your ability to reach audiences.
Short-form video content still dominates marketing trends
Short-form videos have maintained their popularity across social media, and there doesn’t seem to be any sign of this slowing down in 2024. TikTok, Instagram Reels, and YouTube Shorts all continue to see success in engaging users and keeping them watching.
In TikTok’s ‘What’s Next 2024’ Trend Report, we can expect audiences to search with discovery in mind – they want to be drawn into new topics and niches. Spark this curiosity through dynamic storytelling in your content, with trust and values leading the way. On that note…
Make it authentic and entertaining
Building your audience’s trust through an authentic portrayal of your business is vital. Consumers are looking for values they can get behind – who are they buying from, and why should they trust you and your brand? Content that gives your audience a peek behind the curtain of the business, such as behind-the-scenes videos, casual Q&A live streams, and unscripted talks, are just some ways to tap into your audience’s curiosity and build community surrounding your brand.
Engage with micro- and nano-influencers with loyal, niche audiences
Focusing on the sheer numbers when partnering with influencers may be tempting. The more followers = the more eyeballs = the better results… right? Not necessarily.
Micro-influencers, generally defined as having between 1k to 100k followers, tend to gain their following by tapping into a niche others want to hear their opinions about. With a more intimate connection to their followers, they bring a community that trusts their opinions and recommendations. Receiving an endorsement from this type of influencer can feel similar to hearing about it from a friend, rather than getting a sales pitch.
Interactive augmented-reality (AR) content
AR still has a way to go to be fully implemented in our day-to-day lives, but there are plenty of ways to incorporate it into your ads to elevate your digital ad campaigns. Examples include AR experiences that allow customers to digitally try on products or view them in their physical surroundings and UCG which features AR filters and games that audiences can engage with themselves.