Social media marketing is a dynamic and ever-changing field that requires constant adaptation and innovation. As we enter 2024, there are some emerging trends that will shape the future of social media marketing and how brands can leverage it to achieve their goals. In this blog post, we will explore some of these trends and how you can prepare for them.
Trend #1: Short-Form Video Content Dominates
Short-form video content, such as Reels, TikTok, and YouTube Shorts, has been gaining popularity and traction in the past few years, and it shows no signs of slowing down. According to Statista, the global short video market is expected to reach $63.3 billion by 2024, with a compound annual growth rate of 19.8%. Short-form video content is appealing to both creators and consumers, as it offers a quick and engaging way to showcase creativity, personality, and value.
For social media marketers, short-form video content presents an opportunity to reach a large and diverse audience, boost brand awareness, and drive engagement. However, it also poses some challenges, such as creating original and captivating content, optimizing it for different platforms and algorithms, and measuring its performance and impact. To succeed in short-form video marketing, you need to:
- Understand your target audience and their preferences, pain points, and goals.
- Define your objectives and key performance indicators (KPIs) for each platform and campaign.
- Create a content calendar and plan your video topics, formats, styles, and schedule.
- Produce high-quality, relevant, and entertaining video content that showcases your brand personality, value proposition, and call to action.
- Optimize your video content for each platform, using keywords, hashtags, captions, thumbnails, and other elements.
- Distribute and promote your video content on various channels, such as your website, blog, email, and other social media platforms.
- Analyze and evaluate your video content performance, using tools like Google Analytics, HubSpot, or AWeber to track your metrics and KPIs.
- Test and optimize your video content, using tools like Google Optimize, Hotjar, or Crazy Egg to run experiments and improve your content.
Trend #2: Social Commerce Becomes Mainstream
Social commerce, or the process of selling products or services directly on social media platforms, has been growing rapidly in the past few years, especially with the rise of features like Facebook Shops, Instagram Shops, Pinterest Shopping, and TikTok Shopping. According to eMarketer, the US social commerce market is expected to reach $79.64 billion in 2024, accounting for 7.7% of total ecommerce sales. Social commerce offers a convenient and seamless shopping experience for consumers, as they can discover, browse, and purchase products or services without leaving their favorite social media apps.
For social media marketers, social commerce offers a lucrative and competitive opportunity to increase sales, conversions, and customer loyalty. However, it also requires a strategic and customer-centric approach, as well as a strong integration of social media and ecommerce platforms. To succeed in social commerce, you need to:
- Identify your target audience and their shopping behavior, preferences, and expectations.
- Choose the best social media platforms and features for your products or services, based on your audience, goals, and budget.
- Create a social media shop and catalog, using high-quality images, videos, descriptions, and prices for your products or services.
- Optimize your social media shop and catalog, using keywords, hashtags, tags, categories, and other elements to improve your visibility and discoverability.
- Promote your social media shop and catalog, using organic and paid methods, such as posts, stories, ads, influencers, and referrals.
- Engage and interact with your potential and existing customers, using features like comments, messages, reviews, and live streams to build trust and rapport.
- Provide a smooth and secure checkout and payment process, using features like Facebook Pay, Instagram Checkout, or Shopify to facilitate transactions and conversions.
- Provide a stellar customer service and support, using features like chatbots, FAQs, and feedback to address queries, issues, and complaints.
Trend #3: User-Generated Content Rises in Value
User-generated content (UGC), or any content created and shared by your customers or fans, such as photos, videos, reviews, or testimonials, has been a powerful and popular form of social media marketing for a long time. However, in 2024, UGC will become even more valuable and influential, as consumers seek more authentic, relatable, and trustworthy content from brands. According to Stackla, 79% of consumers say that UGC highly impacts their purchasing decisions, while 90% of consumers say that authenticity is important when deciding which brands they like and support.
For social media marketers, UGC offers a cost-effective and impactful way to increase brand awareness, engagement, and advocacy. However, it also requires a creative and collaborative approach, as well as a clear and consistent brand voice and guidelines. To succeed in UGC marketing, you need to:
- Encourage and incentivize your customers or fans to create and share UGC, using contests, challenges, rewards, or recognition.
- Curate and moderate the UGC that you receive, using tools like Sprout Social, Socialinsider, or EmbedSocial to collect, filter, and organize the UGC.
- Showcase and amplify the UGC that you select, using features like reposts, stories, highlights, or galleries to display the UGC on your social media platforms.
- Appreciate and acknowledge the UGC creators, using features like tags, mentions, comments, or messages to thank and credit the UGC creators.
- Repurpose and recycle the UGC that you have, using tools like Canva, Lumen5, or Animoto to transform the UGC into different formats and styles.
Trend #4: Artificial Intelligence Enhances Social Media Marketing
Artificial intelligence (AI), or the ability of machines to perform tasks that normally require human intelligence, such as learning, reasoning, and decision making, has been revolutionizing various aspects of social media marketing, such as content creation, content optimization, content distribution, content analysis, and content personalization. According to MarketsandMarkets, the global AI in social media market is expected to grow from $633.1 million in 2018 to $2,197.1 million by 2023, at a compound annual growth rate of 28.3%. AI offers a fast and efficient way to create, optimize, distribute, analyze, and personalize content for social media platforms, as well as to improve customer service, support, and satisfaction.
For social media marketers, AI offers a smart and scalable way to enhance their social media marketing performance, results, and outcomes. However, it also requires a careful and ethical approach, as well as a human touch and oversight. To succeed in AI-enhanced social media marketing, you need to:
- Identify your social media marketing challenges and opportunities, and how AI can help you address them.
- Choose the best AI tools and solutions for your social media marketing needs, goals, and budget.
- Implement and integrate the AI tools and solutions with your social media platforms and systems, using APIs, plugins, or extensions.
- Monitor and evaluate the AI tools and solutions performance, accuracy, and reliability, using dashboards, reports, or feedback.
- Adjust and optimize the AI tools and solutions settings, parameters, or inputs, using data, insights, or recommendations.
Trend #5: Nostalgia Marketing Strikes a Chord
Nostalgia marketing, or the use of positive memories, emotions, and associations from the past to evoke nostalgia in the present, has been a popular and effective form of social media marketing for a while, especially with the rise of features like Throwback Thursday, Flashback Friday, or Timehop. However, in 2024, nostalgia marketing will become even more relevant and resonant, as consumers seek comfort, connection, and nostalgia in the midst of uncertainty, isolation, and change. According to Harvard Business Review, nostalgia marketing can increase consumers’ willingness to pay for products or services, as well as their loyalty and advocacy for brands.
For social media marketers, nostalgia marketing offers a creative and emotional way to connect with their audience, especially the older generations, such as Generation X, Millennials, and older Generation Z. However, it also requires a strategic and sensitive approach, as well as a deep understanding of your audience and their nostalgia triggers. To succeed in nostalgia marketing, you need to:
- Research and segment your audience and their nostalgia preferences, such as their favorite era, genre, style, or theme.
- Define your nostalgia marketing objectives and KPIs, such as brand awareness, engagement, or conversions.
- Create a nostalgia marketing campaign and content, using images, videos, music, quotes, or references from the past that relate to your brand, products, or services.
- Optimize your nostalgia marketing campaign and content, using keywords, hashtags, captions, or filters that enhance the nostalgia effect and appeal.
- Distribute and promote your nostalgia marketing campaign and content, using features like stories, reels, or live streams to create a sense of urgency and exclusivity.
- Engage and interact with your audience and their nostalgia responses, using features like comments, messages, polls, or quizzes to spark nostalgia conversations and interactions.
These are some of the evolving trends in social media marketing for 2024 that you should be aware of and prepare for. By following these trends and adapting your social media marketing strategy accordingly, you can stay ahead of the curve and achieve your social media marketing goals.
Social media marketing involves using social platforms to promote products or services. It’s vital for businesses to reach a wide audience, build brand awareness, and engage customers.
Platforms like Facebook, Instagram, Twitter, LinkedIn, and Pinterest offer diverse opportunities for marketing, each catering to different demographics and business goals.
Success involves defining goals, understanding the target audience, creating compelling content, consistent posting, and engaging with the audience through comments and messages.
Content is the cornerstone, serving as a bridge between businesses and their audience. To create engaging content, businesses should focus on visuals, storytelling, and authenticity.
Yes, paid advertising on social media allows businesses to reach a targeted audience, increase brand visibility, and drive specific actions like website visits or product purchases.
Influencer marketing involves collaborating with individuals who have a significant following. Businesses can identify relevant influencers, build partnerships, and benefit from their credibility and reach.
Key metrics include engagement (likes, shares, comments), reach, click-through rates, conversion rates, and return on ad spend (ROAS) for paid campaigns.
Posting frequency varies by platform and audience. Consistency is key, with most businesses posting several times a week to keep their audience engaged.
Staying updated involves following industry blogs, attending webinars, and monitoring changes on social platforms. Networking with peers and participating in social media marketing communities is also beneficial
Businesses should respond promptly, address concerns publicly or privately, and demonstrate a commitment to resolving issues. Transparency and empathy are crucial in handling crises.
While social media can benefit various businesses, the suitability depends on the target audience and business goals. B2C businesses often find success, but B2B and niche markets can also thrive.