Social media is constantly evolving, and 2024 is no different. With trends like AI integration, authentic content, and new platform dynamics, marketers must adapt to succeed. Here’s a dive into what’s thriving and losing steam in social media marketing this year, along with actionable examples.
What’s Working?
- Short-Form Video Dominance
Platforms like TikTok, Instagram Reels, and YouTube Shorts continue to drive engagement. Their snackable content format caters to dwindling attention spans, making them a must-have in your strategy. For example, brands like Duolingo on TikTok leverage humor and trending audio to boost virality.
Tip: Invest in creating relatable, bite-sized videos. Highlight storytelling over hard selling to connect emotionally.
2. Social Media as Search Engines
Users increasingly turn to platforms like TikTok and Instagram for search queries instead of traditional engines like Google. Whether they’re looking for a new restaurant or fashion tips, hashtags, and content quality drive visibility.
Example: Search “best rooftop restaurants” on TikTok, and you’ll find influencers providing authentic, visual reviews. Brands optimizing for “social SEO” by incorporating keywords and trending hashtags gain traction.
3. De-Influencing and Authentic Content
Audiences are skeptical of overly polished influencer endorsements. Enter *de-influencing*, where creators suggest products worth avoiding or affordable alternatives. This trend boosts credibility and shifts focus to user-generated content (UGC).
Tip: Partner with nano-influencers (1,000–10,000 followers) to create authentic content. Tools like contests can encourage customers to share genuine reviews, like Whole Foods’ engagement polls
What’s Not Working?
1. Repurposing Content Without Customization
The “copy-paste” approach no longer resonates. Each platform has unique audiences and norms, demanding tailored content.
Tip: Adjust your tone and visuals for each platform. For example, playful memes work for Twitter, while LinkedIn prefers professional thought leadership.
2. Relying Solely on Large Influencers
While mega-influencers were once the go-to, micro-influencers now drive higher engagement rates. Their niche communities feel more connected and trusting.
3. Over-reliance on Trend Chasing
Jumping on every trend might dilute your brand’s voice. Instead, focus on trends that align with your audience and objectives.
Tip: Avoid excessive gimmicks; instead, adapt trends to suit your unique brand identity.
Emerging Trends to Watch
– Interactive Live Streams: Combine real-time interaction with exclusive offers to boost conversions.
– Shopping Integration: As social commerce grows, brands that simplify in-app purchases on platforms like Instagram will see gains.
Conclusion
Social media in 2024 is all about authenticity, adaptability, and alignment with platform trends. From leveraging short-form videos to adopting social SEO, the strategies that thrive are those that prioritize connection over promotion. Start experimenting with these trends to stay ahead of the curve.