We’re halfway through the year and, as marketers, we’re constantly scanning the digital landscape for new opportunities that will help fuel our strategies for clients. With social media trends changing faster than ever before, here’s our take on what’s blazing a trail for digital engagement in 2024:
The rise and rise of social media search optimisation:
With platforms like TikTok evolving to become the search engine of choice for Gen-Z consumers, marketers are adapting their strategies by optimising content for discovery, focusing on keywords and metadata to ensure their client’s brand messages stand out in the search results.
In 2022, Prabhakar Raghavan, Senior Vice President of Google, highlighted a significant trend: 40% of young people (Gen Z) preferred TikTok or Instagram over Google Maps or Google Search. Searching on TikTok offers a more interactive experience compared to traditional Google queries. As a result, according to Business Insider, Google has been adapting its features in search and maps to appeal to a younger audience.
The power of storytelling:
As platforms embrace longer-form content, brand storytelling is the new currency. Visually rich storytelling tools like Instagram and TikTok (now with longer video options), and text-based posts on LinkedIn and Facebook offer essential interactive ways of engaging with your target audience. By understanding which social network they prefer, your strategy can be adapted to suit their needs. According to a report by Sprout Social, videos are dynamic, engaging, and yield remarkable results. In fact, 87% of marketers report a direct increase in sales through video.
The do’s and don’ts of delegating social media tasks to AI:
Say hello to your new BFF! The super-smart sidekick that helps you create killer SEO-friendly content and imagery in no time. But while it can save time, quality control is key. AI might be revolutionising social media management, but it’s no substitute for human creativity and subject understanding. Message content can often appear obviously artificial and disconnected from your company’s tone of voice, plus it can make mistakes – so fact checking is essential. According to the Hootsuite Social Media Consumer 2024 Survey, 62% of consumers state that they are less inclined to engage with and trust content if they are aware it was generated by an AI application.
Increased YouTube marketing (especially YouTube Shorts):
YouTube isn’t just a platform for funny cat videos anymore. YouTube Shorts has taken over and is redefining short-form video content. With over 50 billion daily views of bite-sized videos, Shorts is capturing the attention of a youthful audience. And timing is good to remember too: according to a report by SocialPilot, the optimal time to post on LinkedIn is between 10am and 12pm on a weekday, while Shorts perform best when posted between 7pm and 9pm.
According to the Digital 2024 Global Overview Report, YouTube boasts a potential ad reach of 2.49 billion users, which accounts for half of the 5.04 billion social media users worldwide, securing its position as the second most used social platform.
Additionally, in a survey of ad buyers, 43% revealed that their largest clients are advertising on YouTube Shorts.
Shifting to nano-influencers:
Big isn’t always better – especially when it comes to influencer marketing. Nano-influencers are making waves with their authentic appeal and high engagement rates, particularly in niche markets. Nano-influencers are like your cool neighbour who knows all the best spots in town. They may not have a gazillion followers, but you trust them – and that’s what really counts.
Based on The Influencer Marketing Benchmark Report 2024, there’s a notable preference for collaborating with small influencers, with 44% favouring nano-influencers and 26% preferring micro-influencers over costly macro-influencers (17%) and celebrities (13%). Additionally, 85% of survey respondents view influencer marketing as an effective form of marketing, marking an increase from previous years.
Done right, keeping on top of digital trends increases brand recognition, audience engagement and website traffic. But never underestimate the power of taking an integrated approach to social media planning. Regular performance review and analysis makes sure your strategy is adapted to maximise impact and, importantly, makes the most effective use of your resources.
So, what’s next for 2025? Greater AI-driven hyper-personalisation and voice search optimisation? We’ll keep you posted.
If you’re ready to maximise your social media strategy, get in touch for a free consultation.
