As we enter 2024, it's clear that the social media trends that have been making waves in recent years aren't just hanging around, they're becoming the go-to strategy for brands around the world. From the advantages of TikTok to the use of influencers to the integration of AI, let's dig into how your business can leverage these trends in your paid social marketing strategy in 2024.
power of loyalty
With consumers becoming more brand loyal than ever, businesses are recognizing the importance of engaging existing customers for continued growth. Flywheel marketing involves creating an engagement loop that not only retains existing customers, but also attracts new ones through traditional word-of-mouth marketing and referrals. His online video reviews, especially on platforms like TikTok, Reels, and YouTube Shorts, have helped him build a customer base around his brand and products.
How to use: Create social ads that focus on customer reviews and testimonials, and test a robust loyalty remarketing strategy to maintain a constant feedback and engagement loop with existing customers.
Influencer unleashed
Influencers still play an important role in social media marketing, and brands continue to invest heavily in these online content creators. What's interesting is the shift in influencer power. It's no longer just about paying for recommendations. Review culture on social media is thriving, and an influencer can catapult a product into viral status, both positive and negative, with just her one simple video. Influencers speak and consumers listen. Brands will continue to use influencers in traditional ways, but in 2024 the role of traditional influencers will diminish and brands will rely on content from regular users who create positive videos about their products and brands. We hope to see you using it.
How to use: Brands can continue to capitalize on virality even with non-traditional influencer content and use more personal user-generated content (UGC) to increase product and brand awareness.
The three Vs: video, audio, and visuals
Video continues to be the most popular content, with users looking for personal connections in an easy-to-understand format. Users want to see the face of your brand, hear the voice behind it, and foster a relationship that keeps them interested. These days, “social media scrolling” is fast and patience is almost unheard of. Users are not afraid to ignore content that does not cause excitement within the first few seconds. The priorities are clear. It's high-resolution content that improves the user experience, and it's essential for advertisers to create eye-catching visuals that grab and hold attention.
How to use: Brands will invest in content that balances organic authenticity with high visual appeal. It's not just about being seen. It's about breaking through noisy feeds. In an age where attention is a precious currency, advertising content needs to be emotional.
The return of long-form video
What is old becomes new again. In contrast to previous short-form trends, long-form videos are making a comeback. Platforms like TikTok are embracing longer content, introducing 10- and 30-minute videos. Similarly, users are increasingly demanding longer, more detailed video experiences. Expect to see a resurgence of vlog-type content, traditionally associated with platforms like YouTube.
How to use: Advertisers should adapt their strategies to embrace this change and explore the potential of using long-form videos for advertising on these social marketing platforms.
Automation and smart campaigns
AI is making social media platforms more efficient, leading to the rise of automation and smart campaigns. Meta, TikTok, Pinterest, and Snapchat have all integrated AI capabilities into their advertising platforms. Advantage+ Shopping Campaigns, Smart Performance Campaigns, Automated Campaign Build, and Instant Creation are just a few examples of how the platform is encouraging advertisers to implement automation throughout the campaign creation process.
How to use: If you haven't already, opt in to these automatic campaign types. Competitors have already opted in. These platforms will continue to help advertisers leverage machine learning and automation to create more effective and streamlined campaigns.
AI – your creative co-pilot
AI is expected to be a buzzword in the advertising industry this year. Brands are increasingly adopting AI capabilities to improve efficiency across various aspects of their social advertising campaigns. From AI-generated creative to target audience, customer persona, copywriting, and strategy creation, the role of AI in the advertising industry is rapidly expanding. However, question marks remain over whether AI-generated content will be accepted by consumers, adding an element of unpredictability to this evolving trend.
How to use: If you haven't started experimenting with AI for your social media marketing needs, here's a gentle nudge to get started. Advertisers can use her AI as a tool to not only assist in their daily operations, but also generate new ideas and methods to efficiently create a comprehensive paid social strategy.
In conclusion, 2024 will be characterized by a combination of both old and new social media trends. The dance between brand loyalty, influencer marketing, video content, and AI will definitely make for an exciting and dynamic year.
Check out Kelsey Smigiel's previous post, “6 Critical 'Do's' for Paid Social Success,'' along with an infographic of tips to help you manage your social campaigns this year.
