As we say goodbye to 2023, businesses and marketers are focused on navigating the year ahead. 2024 has some interesting trends, and marketing must be adept and versatile.
We’ll give you a snapshot of industry, AI, platform and marketing strategy trends we expect to see in 2024. Let’s dive in.
Consumer values
With the higher cost of living, consumers continue looking for ways to maximize value while minimizing the cost.
Consumers also value sustainability both in business practices and in the products themselves. Trends in fashion include thrifting, repeating outfits and multipurpose products. These trends also align with consumers looking for more value at a lower cost.
Content marketing continues its reign
Digital marketing includes a variety of strategies, but content marketing has always worn the crown, and 2024 will be no exception. According to predictions from Social Media Today, interactive and immersive content will take center stage. From augmented reality experiences to shoppable posts, businesses will find innovative ways to engage their audiences.
Video content, already a powerhouse, will continue to dominate. Short-form videos on platforms like TikTok and Instagram Reels will be the go-to format for reaching younger audiences. Additionally, live videos are anticipated to become even more prevalent, providing an authentic and immediate connection with viewers.
Which social media platforms are still growing?
Platforms such as TikTok, LinkedIn and Instagram saw an increase in brands joining their platform to market to users. Meanwhile, Facebook, X and Pinterest lost businesses.
Consider running a social audit to assess the effectiveness of each social media platform you use in your marketing. Compare each platform’s ROI to determine if the investment is worth it.
Facebook and Instagram
Facebook will likely continue integrating more AI tools to maintain and increase engagement. Short-form videos and Reels will likely continue to be the dominant form of media on these platforms. Social platforms seem to be moving toward entertainment and engagement rather than actual “social” tools to connect with friends.
Facebook is also looking to integrate avatar/VR experience with AR glasses and VR games to increase engagement. Expect entertainment and media to shift toward more immersive experiences.
Industries embrace social commerce
The fusion of social media and e-commerce, commonly known as social commerce, is set to redefine online shopping experiences. Industries across the board are expected to leverage social platforms as sales channels. Instagram, in particular, is at the forefront of this trend, offering features like in-app shopping and product tagging.
Emerging platforms take the spotlight
While giants like Facebook and Instagram maintain dominance, emerging platforms may present some competition in 2024. Instagram trend predictions indicate that platforms like Clubhouse, the audio-based social app, will gain prominence. Marketers are advised to explore new platforms and tailor their strategies to suit the unique characteristics of each.
AI in marketing
AI is here to stay, with many businesses worldwide acknowledging AI’s benefits and adopting AI tools. Interest in AI was unprecedented from 2022 to 2023, with a 550% increase in people wanting to learn about AI and over 15,500 blogs and articles being published.
Generative AI is a tool many marketers are using or learning about. However, consumers are less trusting of AI content. Depending on the individual’s generation, they may be more or less skeptical of AI content.
Consider Gen Z’s opinion of AI content:
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20% are less likely to engage with content if they know it was AI-generated.
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21% are less likely to trust AI-generated content if they know it was written with an AI application.
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17% find it difficult to discern if an image is real or AI-generated.
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14% have a hard time knowing if information is real or fake.
While AI will continue to be sued by businesses and improve users’ efficiency, the human touch will always be vital. AI is not a replacement for humans; it’s a tool to be used alongside your team.
SEO strategies evolve
SEO is ever-changing, and 2024 is no exception. AI-driven content creation will be pivotal in SEO strategies. As search engines become more sophisticated, businesses must adapt by producing high-quality, relevant content that resonates with users and search algorithms.
Google will assess whether your website is “helpful” and has “expertise.” Original content with authors’ names attributed will help your website differentiate itself.
Voice search is another aspect of SEO that is gaining traction. With the rise of virtual assistants and smart devices, optimizing content for voice queries is essential. Marketers should focus on natural language, long-tail keywords, and providing concise answers to common questions to enhance their visibility in voice search results.
Human-centric approach in SEO
In addition to technological advancements, the human-centric approach to SEO is emphasized in the 2024 SEO trends. Rather than viewing SEO as an algorithmic game, businesses are encouraged to treat it as a means of building genuine connections with their audience. Hootsuite’s research on social trends reinforces the importance of authenticity in marketing.
The shift toward a human-centric approach involves crafting content that addresses real-life problems and concerns, fostering meaningful interactions on social media, and showcasing the brand’s human side. Ultimately, the goal is to build consumer trust and loyalty, solidifying the brand’s position in the market.
2024 will be a busy year for marketers. Adapting to consumers’ behavioral changes and values requires insights and versatility. Consider working with a strategic marketing partner to ensure your business stays on top of these changes. At Dream Local Digital, we ensure your marketing strategy remains future-focused and trend-driven. Book your free consultation to learn more.
