13 Digital Marketing Trends to Look Out for in 2024

One might think that a single year can’t possibly alter the landscape of social media marketing significantly. However, given the constantly evolving nature of social media and the remarkable technological advancements in recent years, digital marketers and online content creators must remain vigilant if they aim to thrive in the upcoming year.

Let’s delve into 13 digital marketing trends to anticipate in the new year.

1. Artificial Intelligence (AI) Content

The trajectory of AI in various industries, including digital marketing, education, and travel, has been undeniable. In 2023, we witnessed remarkable technological developments, with AI programs such as ChatGPT and Dall-E 2 permeating nearly every sector.

Armed with a plethora of tools at its disposal, AI can generate new media, personalize recommendations for e-commerce customers, and even compose entire essays based on a handful of keywords. While these tools offer significant benefits to marketers, the omnipresent nature of AI also poses challenges.

The rise of AI has sparked concerns about issues such as plagiarism and malicious intent. Instances of AI being misused for spreading fake news and orchestrating smear campaigns have raised alarms, leading to discussions within the US Congress about the potential ban on deepfake technology.

While AI has undoubtedly made a significant impact on consumers’ lives, its full integration into society may take some time. Nevertheless, in 2024, we can anticipate more innovative applications of AI in content creation.

Sephora serves as an exemplar of how AI filters, such as the Bold Glamour makeup filter, can be utilized to generate user-generated content for a brand. By encouraging users to experiment with makeup using realistic AI filters, Sephora could potentially revolutionize the way makeup consumers shop, thereby enhancing its brand image.

2. Unorthodox Storytelling

Unorthodox storytelling, or “storytelling unhinged” as described in TikTok’s What’s Next 2024 Trend Report, is projected to reach its zenith in 2024. Whether it involves allowing the audience to influence the narrative, commencing the video with the story’s conclusion, or merging multiple storylines, anything that captivates attention in an increasingly competitive attention economy is fair game.

Marketers and content creators can capitalize on this trend by diversifying their editing styles. It could be as straightforward as showcasing the finished makeup look at the onset of a makeup tutorial, deviating from the linear editing process. Alternatively, creators can employ unconventional methods, such as using everyday household items to craft a narrative that incorporates their brand.

For instance, in a recent example, creator @Sylvaniandrama employed plush toys from the Sylvanian Families brand to retell the final episode of The Crown, a popular Netflix series chronicling the British royal family’s saga. By narrating the episode’s plot through soft toys, creators can pique the audience’s interest and drive them to explore the actual show.

3. Authenticity

The trend towards authenticity has been steadily gaining momentum since 2023. With viewers increasingly disenchanted with sponsored content and ads, brands must devise fresh strategies to market their products without resorting to overt upselling.

One effective approach is to humanize the brand by putting a face to it. In recent times, numerous brands like Beyond The Vines and Food Panda have begun showcasing their staff on their social media pages. Additionally, these brands have diversified their content by incorporating lifestyle angles, moving beyond promotional videos to highlight employee talents or depict the daily office routine. Such initiatives help forge a stronger connection with the audience and bolster the brand’s image.

4. Small Creators > Influencers

While influencer marketing remains integral to social media marketing, its landscape is undergoing a transformation. Embracing the authenticity paradigm, we may witness a decline in influencer-sponsored content and a surge in smaller creators, such as User Generated Content (UGC) creators and nano influencers.

Studies indicate that nano influencers yield nearly twice the engagement of macro influencers at a fraction of the cost. Due to their smaller following, UGC creators can cultivate a more loyal community and foster deeper engagement by actively interacting with followers and expressing candid opinions in their videos.

Gymshark’s ‘Change Your Life‘ campaign on TikTok exemplifies the power of user-generated content. By encouraging users to share their fitness transformation stories or workout routines, the campaign garnered millions of likes, comments, and shares, underscoring the efficacy of leveraging casual social media users to amplify brand messaging.

5. Rise of Long-Form Video

In alignment with the authenticity trend, long-form videos are poised to gain traction on social media. Whether in the form of mini-documentaries, commentaries, or vlogs, long-form videos offer a platform to convey a brand’s narrative more comprehensively, enabling audiences to forge deeper connections with the message.

From introducing the company and its team to elucidating its origins or providing product-related tips, long-form videos facilitate a nuanced portrayal of the brand’s ethos and offerings. As such, their appeal is expected to soar in the coming year.

6. Company Culture

The alignment of brands with prevailing cultural trends underscores the significance of brand voice, particularly in resonating with younger audiences, such as Gen Z.

According to a Kantar survey, approximately 80% of consumers are inclined to patronize companies that champion causes important to them. Thus, to attract and retain the right audience, brands must unequivocally communicate their values, whether it pertains to being vegan, cruelty-free, or locally owned.

A pertinent illustration of how a brand’s perceived morals can impact its image and business is evident in the case of companies supporting Israel during the recent Israel-Hamas conflict. McDonald’s CEO, Chris Kempczinski, publicly acknowledged the adverse effects of boycotts on business, underscoring the heightened importance of aligning with consumer values in contemporary marketing endeavors.

7. Short-Form Video

Despite the burgeoning popularity of long-form video content, short-form video continues to wield significant influence. In 2023, it emerged as the most prevalent format, with platforms like Facebook reporting a surge in Reel plays, and YouTube Shorts outperforming the number of uploads.

Short-form video’s appeal lies in its ability to captivate audiences with concise, engaging content, catering to an audience with increasingly truncated attention spans. The instantaneous nature of audience judgment necessitates crafting compelling content that makes an immediate impact within the first few seconds.

8. AR & VR Resurgence

While AI dominated conversations in 2023, Augmented Reality (AR) and Virtual Reality (VR) technologies took a backseat. However, a resurgence in interest is anticipated in 2024, with 84% of marketers planning to invest more in AR and VR owing to the growing affordability of these technologies.

Consumers gravitate towards novel and immersive marketing campaigns, making AR videos a promising avenue for brands to explore. For instance, Zara has leveraged 3D artists to create captivating AR videos showcasing key products from their seasonal collections. While not the cornerstone of marketing efforts, AR and VR present an avenue worth exploring for brands seeking to align with their aesthetic and engage audiences in innovative ways.

9. Collaborating with Consumers

Collaborative video approaches, such as duets and video responses, have gained traction on platforms like TikTok, fostering greater interaction between creators and their audience. Brands can harness this trend by actively soliciting feedback from consumers and incorporating it into their content strategy.

A type of collaborative video approach that has been enjoying popularity on TikTok is where creators take a comment from one of their previous videos to make another video. For example, in the first example, creator @xoybox expands upon her previously posted informative video on her editing process through a comment asking for more details. For creator @octopusslover8, he creates an entirely different skit based upon a suggestion on a previous skit of his. 

Brands can take note of this and implement them into their marketing strategies, by paying attention to the comments made in their own posts, and trying to make new content based on them. This is to show that you care about your customers’ opinions and it is one way for you to build a rapport with your customer base.

By demonstrating attentiveness to consumer opinions and preferences, brands can forge deeper connections with their audience, fostering brand loyalty and advocacy.

10. Conversational Marketing

In line with the authenticity ethos, conversational marketing is gaining prominence, particularly on platforms like TikTok. Storytime videos, ‘Get Ready with Me’ segments, and direct-to-camera content create an intimate connection between creators and viewers, fostering a sense of familiarity and relatability.

Marketers can leverage this trend by crafting narratives that resonate with consumers on a personal level, presenting products and services in a context that feels authentic and relatable.

11. Retro Resurgence

Nostalgia continues to trend upward, with the resurgence of 90s and Y2K aesthetics permeating fashion and lifestyle spheres. Brands can capitalize on this trend by infusing retro elements into their marketing collateral, from incorporating retro themes into visuals to adding vintage effects to photos.

By tapping into consumers’ fondness for nostalgia, brands can evoke emotion and nostalgia, fostering deeper connections and enhancing brand recall.

12. Optimizing SEO

As online search engines wield increasing influence, optimizing search engine optimization (SEO) becomes imperative for brands seeking visibility and engagement. With over 51% of Gen Zs preferring TikTok as a search engine over Google, understanding and leveraging relevant keywords is paramount.

Brands can enhance their SEO strategy by incorporating relevant keywords into content captions, graphics, and videos. By conducting thorough keyword research and aligning content with trending hashtags, brands can improve their discoverability and engagement on social media platforms.

 If you want more tips on optimising SEO for better engagement results, here’s a helpful video on how to do that for TikTok. Brands will need to be a few steps ahead in this regard so that they can appear on their audience’s search bar.

13. Podcast Increase

The burgeoning popularity of podcasts presents a compelling opportunity for brands to engage audiences in meaningful conversations. With 82% of marketers planning to invest in podcasts and audio content in 2024, the intimacy and authenticity of podcasting offer a platform for brands to share exclusive stories, industry insights, and valuable advice.

Brands can use podcasts as a platform to share exclusive behind-the-scenes stories, the history of the brand, current affairs regarding your industry, and even give tips and advice to their consumers. Adding this form of content to your marketing arsenal shows the brand’s dedication to providing their customers with more beneficial holistic content besides the products and services offered, ultimately helping the brand image.

Conclusion

As we look ahead to 2024, these trends are poised to shape the digital marketing landscape, offering opportunities for brands to innovate, engage, and forge lasting connections with their audience. Whether through AI-powered content, authentic storytelling, or immersive AR experiences, brands that embrace these trends stand to thrive in an ever-evolving digital ecosystem. So, let’s stay tuned to see how these predictions unfold as the year progresses!

If you’ve made it this far and still seek guidance on elevating your marketing strategy, be sure to check out this article for essential steps in crafting a social media strategy. Additionally, utilize this checklist to lay the groundwork for your social media presence.