The start of a new year means it’s time to set goals, refresh your strategy and set yourself up for success in 2024. As marketing professionals, we’re always on the lookout for social media updates, trending content ideas and technology to help you work smarter (not harder) this year.

Let’s dive into a few of the top marketing trends you can expect to see in ‘24!

AI is here to stay.

From ChatGPT to using AI-generated design templates like Canva’s Magic Design, Image Generator and Art Generator, AI has taken the marketing world by storm!

While some marketers are embracing AI and all of its capabilities, it’s important to research how your audience feels about AI and develop strategies to incorporate human elements into it. In a recent Hootsuite survey, Gen Z reported being more likely to engage with AI-generated content, whereas Baby Boomers reported AI-generated content to be less trustworthy.

The bottom line? AI can be huge for streamlining internal processes like providing quick copywriting suggestions, but keep your target audience in mind and prioritize authenticity when finalizing content.

Search is king on social media.

SEO has always been a foundational element of driving traffic to your website, but with more social media users (particularly Gen Z users) asking their questions in the search bar of apps like TikTok and Instagram, it’s worth taking a look at how you can improve your SEO on social media as well.

According to a 2024 Adobe survey, TikTok ranked number four overall for most helpful platform to search for information on—directly following giants like Google, YouTube and Bing. These searches included looking for new recipes, product reviews, video tutorials, fashion and beauty advice, workout routines and more.

So, how can you optimize your social media content for SEO? It’s similar to the strategies you would incorporate for your website: keyword research, social listening and determining what your audience is searching for. Keywords can be incorporated in your captions and on-screen text for short-form videos, and by using social listening and resources like Answer the Public, you can create focused content that directly answers the questions your audience is asking.

Brand personalities take center stage.

Gone are the days when your product or service was the only thing that users took into account when considering your brand. Now, consumers are looking for brands that take action, hold themselves accountable and have a brand personality that’s memorable and aligns with personal values.

Whether your brand is sophisticated and chic (like high-end fashion brands such as Balmain), reliable and efficient (such as technology giants like Apple and Sony), or bubbly and fun (think ban.do or your local gift shop), having a strong and consistent brand personality will help you to draw in an engaged audience that aligns with your brand’s voice and goals.

Besides having a consistent look and feel to your marketing materials, there are a variety of ways that your brand’s personality can shine. The team members of Later, a social media scheduling platform, often go live on Instagram stories to showcase the people behind their brand. Or, if live video isn’t your forte, you can also craft a distinct voice to use across social media, like the chaotic yet humorous Duolingo account.

Community > following.

There’s a reason users flock to influencers and niche communities online: they allow us to connect with others who share our interests. Although having a large following on social media can help increase brand awareness, having an engaged community (even if it’s small!) will help you retain your followers and build loyalty to your brand overall. 

Building community can be as simple as responding to DM’s and comments, having one of your team members appear in your social media content or simply sharing something that’s top of mind for your followers, like a trending meme or newsworthy piece.

As we dive into 2024, we hope these marketing trends give you actionable areas to explore and inspire content that “gets the people going!”

If you have goals for your organization but need help developing a strategy, connect with us today!