Social media marketing has evolved significantly over the years, and as we approach 2024, it’s crucial for marketers to stay ahead of the curve. The ever-changing landscape of user behaviour, emerging platforms, and technological advancements requires a proactive approach. In this comprehensive guide, we’ll delve into the top social media trends for 2024 based on the latest insights and data.
Short Form Video Dominance
Short-form videos, pioneered by TikTok, continue to rule the social media kingdom. With TikTok boasting a staggering 1.677 billion global users in 2023, businesses can’t afford to ignore this trend. 91% of businesses are using video, and 89% of people making purchase decisions influenced by videos. As users increasingly consume short-form videos, it’s imperative for businesses to integrate engaging and purposeful content into their strategies.
Key Takeaway: When planning short-form video content, focus on providing value, knowing your target audience, defining the video’s goal, selecting the right platform, and strategising for repurposing.
Youtube’s Resilience
Key Takeaway: Long-form video content on YouTube offers longevity, evergreen search-based content, and extensive repurposing possibilities, making it an invaluable tool in your social media arsenal.
Power of Content Creators
User-generated content (UGC) continues to hold immense sway over consumer trust and purchasing decisions. A whopping 87% of consumers trust UGC from friends and family, and 71% trust bloggers, vloggers, or social media stars. Incorporating UGC into your strategy involves leveraging existing content, encouraging satisfied customers to share their experiences, and collaborating with nano and micro-influencers.
Key Takeaway: User-generated content is a powerful tool for building trust, and brands should actively incorporate it into their content calendars through strategic collaborations and showcasing customer experiences.
Community Building Over Followers
Building a community around your brand is no longer just a recommendation; it’s a necessity. Focused and vibrant communities result in higher customer retention, with 66% of branded communities having a positive impact. Platforms like TikTok and Instagram now allow users to respond to comments with videos, fostering meaningful interactions.
Key Takeaway: Actively engage with your audience, encourage tagging, address negative feedback, and build relationships with influential content creators to nurture a dedicated community.
Digital Trust and LinkedIn’s Transformation
Digital trust, the confidence in a platform’s ability to protect user information, has seen a decline. LinkedIn, in response, has transformed its approach, emphasising personal posts and investing $25 million in a Creator Fund. Marketers should adapt by incorporating linkless posts, cross-posting content, and experimenting with videos.
Key Takeaway: Focus on building digital trust, embrace personal content on LinkedIn, and explore diverse content formats to maintain relevance on the platform.
Social SEO Integration
The paradigm of social media as a search engine is growing, especially among younger users. TikTok’s emergence as a search engine for Gen Z underscores the need for an integrated SEO strategy on social media. Marketers should conduct keyword research, use keywords in captions, add alt text to images, and include subtitles in videos.
Key Takeaway: Social media strategies should integrate SEO elements, emphasising keywords, alt text, and subtitles for enhanced visibility and discoverability.
Rise of AI-Generated Content
Artificial intelligence (AI) is revolutionising content creation, offering marketers tools like Chat GPT, Synthesia, and Lexica. While AI-generated content presents benefits such as faster creation and personalisation, challenges include concerns about authenticity and creativity.
Key Takeaway: Embrace AI-generated content cautiously, understanding its benefits and limitations, and using it ethically to enhance efficiency without compromising authenticity.
As we navigate the dynamic landscape of social media in 2024, staying informed about these trends is paramount. Businesses that adapt and incorporate these insights into their strategies will be well-positioned to thrive in the ever-evolving world of social media marketing. The key lies in agility, creativity, and a commitment to delivering value in an increasingly digital and connected world. If you need more guidance, feel free to download our free branding worksheet, read our blog for more inspiration, or contact us for a consultation.
