As we dive into 2024, social media marketing continues to change at a breakneck pace. This presents both exciting opportunities and unique challenges for brands.
In this article, we'll explore the latest trends that are shaping social media marketing, offering you practical insights and strategies to turbocharge your brand's online presence.
The Rise of Longer Videos
In 2024, the social media landscape is witnessing a shift back to longer video formats, ranging from two to five minutes. This change is driven by:
- Platform updates, like Instagram Reels extending to 15 minutes and X (Twitter) allowing two-hour-long videos for premium subscribers.
- A shift in user behavior towards more in-depth, entertaining content.
- The evolution of social media as a major destination for leisure time.
For brands, this means creating more engaging, longer-form content that tells a story or provides detailed information. You also want to include timestamps for easy navigation and focus on quality over quantity.
Social Commerce: Transforming Likes into Sales
Social commerce is rapidly evolving, turning social platforms into significant revenue generators. Key aspects include:
- Shoppable posts: Integrating shopping experiences naturally into social media content.
- Integrated payment gateways: Offering a convenient, secure checkout process within social media platforms.
If you’re a brand with a tangible product, make sure you deliver visually appealing, shoppable content this year. Have secure payment methods and transparent pricing to build consumer trust.
The Popularity of Private Spaces
Private spaces, such as groups and communities on social media platforms, are growing in popularity. This trend reflects a shift towards more intimate, targeted engagement.
Brands can jump on board by using private spaces to nurture closer relationships with their audiences. Focus on building communities around shared interests or common goals and connect them via Facebook Groups, LinkedIn Groups, WhatsApp Communities, or wherever else your audience is handing out.
Authenticity as a Key Differentiator
In 2024, authenticity in your brand’s message and engagement is more critical than ever. Tell genuine stories about your brand and products and show empathy and responsiveness in your customer interactions.
Some practical tips include being original in your approach to customer service and community engagement, as well as using real stories and experiences.
Selective Platform Engagement
Brands are becoming more strategic about their social media presence, focusing on platforms that offer the best ROI.
This means conducting a social media audit to identify the most effective platforms and mastering one or two platforms rather than spreading yourself too thin.
Work out which platforms are working (or not) and then prioritize those that align with your brand’s goals. In 2024, you want to spend more time tailoring your content to fit your chosen platform/s, instead of sharing the same content everywhere.
The Role of AI and Creators
In 2024, expect artificial intelligence (AI) to continue shaping the future of social media marketing.
By now, most are using AI for content creation and insights, however this year it’s important that it does not come at the expense of originality. Ensure that any tools you’re using, or intend to, complement your creativity – not replace it.
It’s also important to partner with influencers and creators for a more authentic and diverse content strategy.
These trends for 2024 show the dynamic and crazy-fast rate of change in social media marketing. By embracing longer video formats, leveraging social commerce, focusing on private spaces and authenticity, being selective with platforms, and effectively using AI and creators, brands can turbocharge their social media marketing in 2024. Best of luck!