Social media has changed our lives in all kinds of ways, from how we shop to how we socialise to how we absorb information. The average person uses 6.7 different social networks per month and spends roughly 143 minutes a day on social media. Brands and marketers have also embraced social media as a necessity, and the total amount spent on social media marketing is expected to reach $219.8 billion in 2024.
Social media marketing is a powerful way to attract and retain new clients and customers, especially if you pay attention to the social media trends for 2024.
Facebook remains the most widely-used social media platform in the world, followed by other industry leaders like YouTube, Instagram and X (formerly Twitter). Yet, like everything else in digital marketing, social media is in a constant state of growth and change. TikTok doubled its user base between 2020 and 2022, the new Meta platform Threads already has over 130 million monthly active users, and social media continues to foster awareness about political and social issues.
Social media marketing involves all kinds of activities, from promoting your product launch on Facebook to interacting with customers via the comments section. And, of course, creating engaging content that reaches the right demographics is always essential.
Keeping on top of current social media trends helps you stay relevant in your approach and makes your brand stand out in the crowd. Here is the Anchor guide to current trends in social media marketing and how you can use them to your advantage.
Current Social Media Marketing Trends for 2024
Succeeding in social in 2024 requires a flexible, adaptable and multifaceted approach. While artificial intelligence is changing the marketing landscape, having a personal touch and creating content for humans, not bots, is still the most reliable path to success.
The biggest social media trends for 2024 include:
Social media communities
According to a HubSpot study conducted over a three-month period, one in five users has joined a social media community.
A social media community is a group of individuals who interact with each other on social media platforms based on common interests or pursuits. Building a social media community around your brand increases your visibility, attracts new potential customers, and fosters a warm and welcoming environment. Some brands, like Duolingo, GoPro, and Scary Mommy, have used their marketing savvy to build loyal and thriving online communities.
Social media e-commerce
There’s been a shift in how people shop online, with social media now the preferred place to find new products among consumers aged 18 to 54. Social media networks are increasingly using options like PayPal to make shopping easier and safer, and TikTok Shop lets creators sell products directly to their followers. Social media shopping targets your existing customers while further expanding brand awareness by speaking in your own unique voice.
Video is still number one
In 2024, nine out of 10 businesses are using video for marketing. This makes sense, as short-form video continues to have higher ROI than other forms of content, but long-term video has been going through a resurgence, too. While millennials and Gen Z rate short-form videos as their favourite way to learn about products and their benefits, TikTok has lately been pushing 30+ minute videos as well. The best approach right now for marketers seems to be to continue focusing on short-form videos without neglecting the longer approach.
Social searching
Shoppers aged between 25 and 34 are now searching for brands on social media more often than they turn to search engines. Young people seeking information about a product or service are more likely to turn to Facebook or Instagram than to try a search bar. Of course, Google isn’t going anywhere, but having a consistent name across multiple channels and using hashtags and keywords will help you to stand out on social.
Tailoring content to different platforms
Cross-posting is a common element of social media strategy and a way to maximise the effectiveness of a piece of content across multiple channels. Yet rather than copying and pasting the exact same content across different platforms, brands are beginning to tailor their content to the particular platform and seeing the benefits of it. Every platform has its own users, its own format, and its own benefits. By adapting your content to suit each different platform while keeping the core of its message intact, you can use them all to your advantage.
AI tools
73% of marketers are already using AI and almost half say AI is already integrated into their day-to-day tasks. While AI can’t completely replicate the human connection you have with your customers, it can serve a variety of functions, including more capable chatbots and better organisation and planning tools.
Direct message customer service
It’s best to keep your direct messages open on social media, as DMing a brand has become a popular way for young people to find out more about their products. DMs are a way to have faster one-on-one conversations with current and potential customers and build a more loyal following. Direct message marketing is an art all on its own, and there are steps you can take to boost your DM engagement: clearly display a ‘Send Message’ button on your profile, make use of saved replies and automated FAQs and keep your response times fast.
Micro-influencers
There’s been a shift in social to partnering with smaller influencers with between 1,000-100,000 followers rather than with huge celebrities. Working with influencers is more affordable, leads to long-term partnerships and builds your brand reputation among new audiences that like and trust the influencer.
Playful content
Your brand voice doesn’t have to be serious all the time. These days, many brands appeal to a younger demographic with social media content that uses memes and internet culture. Memes are inexpensive and fun to make, help drive engagement, and show the human side of your brand, including your sense of humour.
Social data
At a time when many brands are facing the need to reduce their marketing budgets, data will continue to drive social media marketing decisions. You can then use the insights you glean from your social media strategy to inform other areas of your business. Tracking your organic customer interactions and the results of pay-per-click (PPC) advertising will give you a solid idea of where you should spend your budget.
How Companies Can Use These Trends to Their Advantage
Here are some tips for your brand for making the most of 2024’s social media trends:
Stay up-to-date
Being aware of the latest trends will give you a clearer idea of how to connect with your target audience. Industry forums, articles, podcasts, e-mail lists, and your own social media analytics can all help you stay informed.
Watch your competitors
Keeping an eye on what others in your field are doing will also make you more aware of industry changes and trends and how to stay one step ahead of them.
Be authentic
Whether you’re sharing content or engaging with your followers through comments and messages, there’s no substitute for communicating naturally and sincerely. Sharing user-generated and behind-the-scenes content that reflects your personality and values helps build genuine connections.
Consider both short and long-form videos
While longer videos are gaining ground in 2024, short-form videos are still reliable sources of ROI. For best results, consider an approach that focuses on both.
Diversify your social strategy
Set clear social media goals, post regularly, and consider a variety of approaches, platforms, and channels.
Reach out to smaller influencers
Partnering with moderately well-known influencers who are respected in their niches can help you build a bigger base of potential customers.
Partner with a social media marketing agency
While you focus on the day-to-day tasks of your own business, a good agency will keep on top of social media trends for 2024 and work with you on a strategy for success.
Keep Up With the Trend in Social Media Marketing With Anchor
As Brisbane’s leading social media agency, Anchor provides social media marketing solutions that take current social media trends into account while also drawing upon timeless principles that have always worked. Working closely alongside you, we’ll design a social media strategy that will get you liked, shared and talked about on the platforms that best suit your business, including Facebook and LinkedIn.
As a Brisbane-based agency, our team consists of professionals who can optimise every stage of the purchasing process, from people’s initial impression of you to when they’re ready to make a purchase. We offer data-driven, tailor-made strategic solutions and let the quality of our work motivate you to come back.
Want to partner with an agency that will accurately represent your personality as we help you succeed in the social media trends of 2024? Anchor can help. Drop us a line, and we’ll get back to you within 24 hours.
