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Social media trends to drive brand awareness in 2024
Did you know that 61% of the global population are social media users? That’s nearly 5 billion people spending approximately 2.5 hours every day scrolling and consuming content.
These numbers reveal to brands that social media remains an important and thriving landscape of exciting opportunities to reach audiences in creative ways.
Here is our list of the most influential social media trends to level up your audience engagement and online presence in 2024.
Short-form video will remain KING for a long time
Short-form video content is crucial for brands to leverage in 2024 due to the shortening attention preferences of modern consumers. The sharability, accessibility, and digestibility of short-form videos make them more effective in capturing and retaining the audience’s attention. They are spontaneous by nature, helping brands leverage the latest trends quickly and rank higher in search engines.
Short-form videos allow for creativity within tight time constraints, providing an ideal medium for showcasing products, storytelling, and fostering a more dynamic and relatable brand image. 73% of consumers prefer to watch short-form videos when learning about a product or service. The shareability of short videos enhances their virality, enabling brands to quickly gain visibility and recognition among diverse demographics.
More user-generated content (UGC)
User-generated content (UGC) serves as compelling proof of authenticity, as consumers trust content generated by their peers over traditional advertising. 40% of social media users follow influencers, and 30% have purchased a product or service after seeing an influencer post.
By leveraging UGC, brands not only gain valuable insights into consumer preferences but also create a sense of community, fostering a deeper connection with their audience. It transforms customers into brand advocates and ambassadors who authentically promote products and services.
Additionally, it is a cost-effective form of authentic marketing and promotion as brands don’t need to fork out on costly production. In 2024, brands must take advantage of user-generated content to drive awareness and, ultimately, sales.
Engagement > Reach
While growth remains a crucial factor, the current trend dominating social media is centred around engagement. Despite platforms like TikTok offering unparalleled reach, the reality is most brands that invest solely in marketing don’t experience authentic engagement.
True authentic engagement is an intangible asset that cannot be purchased. Brands must shift their focus towards creating content that not only captures attention but also prompts meaningful consumption. Modern consumers support and engage with brands that share their values. Brand authenticity establishes consumer trust because it hinges on honesty.
Initiating conversations within brand-relevant social groups is critical as it fosters personalised engagement with consumers. The use of entertainment such as memes, videos, thought-starters, etc. is vitally important as it fosters genuine connections and interactions.
AI-generated content on the rise
There’s no telling precisely how much of the social media content we consume is generated by AI. But to give us an idea, 76% of marketers already use generative AI for basic content creation and social media copywriting.
AI-generated content in social media presents both opportunities and challenges for brands. On the positive side, brands can leverage GenAI tools for innovative concepts and campaigns, creating visually striking and engaging content efficiently. However, the rise of AI-generated images and videos threatens to saturate our digital world with content that lacks a human touch.
To maintain authenticity and resonate with audiences, brands will need to leverage genuine human connections, transparency, and unique brand stories that set them apart from the sea of AI-generated material. Establishing trust and authenticity in the era of GenAI content will be a crucial aspect of every business’s 2024 brand strategy.
Social commerce
Social commerce sales are expected to hit nearly $1.7 billion in 2024. Combining the social experience with one-click payment, social commerce will continue to drive the e-tail industry in 2024 and beyond. With integrated shopping experiences, users don’t have to leave their favourite social platforms to make a purchase, providing a seamless, convenient and self-contained experience.
Businesses will double down on social commerce strategies to benefit from this lucrative digital shopping intersection. Brands should invest in building a strong social media presence with engaging content that not only promotes products but also tells compelling stories, creating a sense of community and connection with their audience.
Leveraging data-driven insights from social platforms can help refine targeting strategies, ensuring that brands reach the right audience with personalised and relevant content, ultimately driving conversion and fostering brand loyalty.
Sustainability and social responsibility
66% of global consumers are willing to pay more for sustainable products and services. As modern consumers become more sustainability-conscious, brands should prioritise social media strategies that focus on sustainability and social responsibility.
To resonate with customers, brands must utilise their social media channels to engage with their audience and be transparent about their eco-friendly practices, ethical sourcing, and responsible production processes. Leveraging social media for this will build trust and loyalty among environmentally conscious customers as these channels are used to resonate with audiences on a deeper, more personal level.
Engaging in philanthropy fosters a positive brand image, and in 2024 we will see more brands taking to their social media to create and engage with ethical content for more personalised, authentic, and relevant marketing.
Let the engagement begin!
There’s no denying that social media holds significant potential for any successful businesses to engage with their audience on a personal level.
But modern consumers no longer accept the traditional, product-pushing tones of previous years. Instead, they want value and transparency from the brands they choose to support.
So, leverage these important social media trends in 2024 to enhance your brand awareness and cultivate an evolving ecosystem of loyal customers.
Paula Ferrai
Working Machines
An executive’s guide to AI and Intelligent Automation. Working Machines takes a look at how the renewed vigour for the development of Artificial Intelligence and Intelligent Automation technology has begun to change how businesses operate.
