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If you've recently dipped your toes into the vast ocean of social media marketing, you've probably noticed how tricky it is to predict the next big wave. Trends in digital marketing come and go faster than you can refresh your feed, but staying ahead of the curve is the name of the game in this exciting and ever-evolving landscape.
Things have been moving especially fast in recent years. Brands that are always looking for new ways to connect with their public have uncovered some new tricks, and they've polished up a few of the older tricks and put them to use in the modern social media ecosystem. With that said, let's dive into the top social media trends to watch in 2024 and beyond.
In this article, we're looking at social media trends that matter in 2024. It's a top-10 list because those are fun to do, but you should take each of these trends onboard equally. While one thing or another might be big in your niche, you can learn from any of them and plan for a great 2025. Here's a quick takeaway list:
First up is social commerce. This trend is where social media meets e-commerce to create a seamless shopping experience directly within your favorite social apps. Imagine scrolling through Instagram and buying those fabulous shoes without having to leave the app. Dangerous to the wallet, for sure, but from your point of view as an up-and-coming social media marketing pro it's a promising path to increased sales.
Social commerce is set to become a significant revenue stream for platforms, with spending projected to increase year over year. It's all about reducing friction and making it super easy for consumers to shop while they scroll. Rule #1 of the sales funnel is to make it as easy as possible to go from initial interest to final sales.
Augmented reality (AR) started as a fun little novelty, but it's finally showing its potential. If you've ever played with a face filter on Snapchat or gone for a walk with Pokemon Go, you've dipped your toes into AR. This technology has been moving into the mainstream since about 2015, and as of 2024 it's set to revolutionize social media.
With AR, brands can create immersion to engage users on a whole new level. Where AR shines is in creating a convincing image for people to imagine how a product will change their environment. Whether it's trying on makeup virtually or visualizing how furniture fits in your living room, AR will be a game-changer for digital marketing.
Influencer marketing is here to stay, but that doesn't mean it can never change. On the contrary, it's evolving about as fast as any trend in social media marketing. The days of big-name celebrities endorsing products, like Perry Como singing about Chevrolet in the '50s, are long over. Instead, micro-influencers, and even nano-influencers (social media personalities with small but highly engaged followings), are gaining traction.
The influencer marketing industry is expected to keep growing, with spending projected to increase. In fact, the trend is expected to approach $50 billion a year by 2028. It's all about authenticity and relatability in this world, as consumers are more likely to trust recommendations from influencers they feel connected to. In a way, this is a lot like word-of-mouth marketing, which has always been the gold standard for efficiently driving sales.
Social media is a gold mine for data and insights, and smart businesses are always interested in what their data can teach. In 2024, many forward-looking digital marketers are tapping into this wealth of information through social listening. Done right, this approach basically puts your finger on the pulse of the public to track how your brand is perceived by potential customers.
Social listening involves monitoring social media platforms for mentions of your brand, competitors and whatever industry keywords may lead back to you. Crunching the data this yields lets businesses refine their social strategies with the precision of a surgeon. Active social listening lets your brand ambassadors address customer concerns in real-time, and even uncover new opportunities to drive sales where you didn't think to look for them.
User-generated content (UGC) is content created by your customers and fans, and it has a lot going for it. It's authentic, relatable and often more trusted than obviously brand-generated content. Brands are increasingly working with influencers to create branded UGC, particularly on platforms like Instagram. This approach boosts front-end engagement and helps to build a sense of community and trust.
A fantastic example of this would be a 2024 video on YouTube made by James Hoffman. Hoffmann is a self-described "weird coffee person" and former world champion barista who educates his 2 million+ followers about all things coffee. On May 13, 2024, the channel uploaded an unsponsored video review of a manual coffee grinder Hoffmann really liked. Less than an hour after the video went live, the grinder had completely sold out on Amazon in four countries.
This is the kind of runaway success most digital marketing professionals can only dream about, and it actually happened kind of by accident. The coffee grinder company didn't pay for the video, the James Hoffmann YouTube channel wasn't trying to spark a run on e-commerce, but the channel's large following and good reputation were enough to effectively empty the warehouse of a small coffee accessory company in less time than it takes to watch a movie.
Speaking of video content, this is still the king of social media engagement. Nothing makes an impact like pictures, unless it's video, which continues to reign supreme across social media platforms. Here, you've got your short-form videos on TikTok, Stories on Instagram and longer videos on YouTube. People love video content, which explains why YouTube is currently the world's second-most-visited website, behind only Google. And Google is the default landing page for the world's most popular browser, so that is kind of cheating.
The rest of the top-10 list tells the same story. Video sites dominate the listings. Even sites that have other stuff besides video are really only on the list because they offer it as a feature. Facebook is #3, Instagram is #4. Wikipedia is another special case at #5, and we'll just skip over what kind of video site snags the #6 spot.
It would be silly for a serious social media marketing pro to overlook video as a prime channel for reaching the public. In 2024, brands will simply have to establish a presence on social platforms and lean heavily into authentic video content. It's engaging, shareable, and a great way to convey your brand's personality.
TikTok is no longer just for dancing teens. It's become a powerhouse in the social media world, and its influence is only growing. While Instagram remains a firm favorite, TikTok has spent years rapidly climbing the ranks.
It's not hard to see why. TikTok has a unique algorithm (to say the least) and a highly engaging content format that draws Gen-Zed and keeps them watching. For your brand, TikTok offers a fantastic opportunity to reach a wider audience. If you're not already on TikTok, now's the time to start experimenting with it. Whether or not you dance is up to you.
Social media platforms have become valuable tools for customer support. Customers now expect to reach out to brands on social media and receive quick responses. It's convenient for them and offers businesses an opportunity to showcase their excellent customer service. Responding promptly and helpfully to customer inquiries on social media can turn a frustrated customer into a loyal one.
Highly personalized ad content is all about creating marketing messages that speak to one person. Getting info about potential customers' unique interests, likes and behavior on other sites is step one here. With advancements in data analytics and AI, brands can now craft targeted ads that click on a gut level. This not only improves the effectiveness of ads but also enhances the user visit by showing them content that truly matters to them.
AI-generated content is a growing trend in social media marketing. From chatbots providing instant customer support to algorithms curating personalized content feeds, AI is enhancing how we interact with social media. AI can help with content creation, scheduling, and even analyzing performance metrics, making it a powerful tool for marketers. Embracing AI can streamline your efforts and free up time for more creative tasks.
As we look towards the future, it's clear that social media and digital marketing are becoming more personal, more relevant, less polished and more responsive. The key to staying ahead in this wild landscape is to embrace these trends, try out new strategies and keep an ear to the ground. The world of social media is ever-changing, but with a bit of savvy and a lot of creativity, you'll be in a good spot to ride the next big wave. So go ahead, dive in, and let's make 2024 a year to remember in the social media marketing sphere.
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