In the digital marketing world, top trends often come and go as swiftly as Instagram stories. For 2024, five significant trends to look out for in social media marketing have been identified.
Firstly, Artificial Intelligence (AI) as a collaborator is expected to be a major trend. While 2023 aimed to be the year of AI, this year it’s projected that more brands will utilize AI more effectively, particularly for social media. AI offers potential to streamline operations and bolster analytics, with brands likely to leverage machine learning algorithms to analyze large sets of first-party data and identify actionable insights. Predictive behavioral analysis, sentiment analysis, and influencer discovery are methods a marketer might use to develop a highly tailored and relevant social media strategy through AI.
Another anticipated trend for 2024 is the dominance of social commerce in retail. Social media platforms are becoming primary shopping destinations, with features like in-app purchases, shopping tags, and integrated payment options. Social commerce encapsulates the entire consumer decision journey, limiting the number of clicks to checkout and reducing friction points.
Short-form video and ephemeral content will continue to be prevalent in the digital world. Content creators largely focus on such materials, not only because they bring attention, but also because they maintain user interaction. Also, user-generated content (UGC) and nano influencers continue to be a valuable promotion means, heralding authenticity and human engagement.
Fourthly, Social Search Optimization is another major trend to consider. Platforms like Instagram and TikTok have overshadowed Google as preferred search engines for Gen Z. Optimizing brand visibility on social platforms could be vital for reaching younger demographics.
Lastly, 2024 is likely to see brands being explicit about their corporate values. In an age when misinformation and privacy concerns exist, audiences expect their preferred brands to be candid about their values and show consistent adherence to them.
Source: Top 5 strategic trends for social media marketing in 2024 .
