Understanding social media marketing trends for 2024 is more than just being a fortune teller trying to guess the future—it’s about analyzing data and knowing how to combine performance insights with consumer preferences to create a vivid picture of what lies in the year ahead.
As platforms like TikTok continue to blow up in a matter of months, brands need to stay alert to the evolving behavioral patterns of their audience. This article will help you learn how the latest current trends are driving the future of social and where your brand might fit into the overall mix.
With input from social media experts and data analysis that goes beyond just the surface level, you can understand what’s happening behind the space and plan accordingly.
Trend 1: Video is king…but with a long-form twist
Video remains a key element in social media trends for 2024, but there’s a plot twist: while short-form videos continue to dominate in-feed content and attract new followers, there’s a noticeable resurgence in long-form video as well.
Platforms like TikTok have been pushing longer videos, moving from one-minute videos to testing 30-minute uploads, and even experimenting with horizontal videos similar to YouTube. With the platform reporting that users now spend nearly half of their time watching longer content, it’s clear that the audience prefers a mix of short and long-form storytelling.
As a brand takeaway, consider how you can incorporate long-form storytelling into your day-to-day social media strategy to better engage consumers and stay ahead of the evolving social media trends.
Trend 2: The Rise of Playful Brand Personalities
In 2024, brands are shifting from an edgy brand voice to a more playful content approach, marking a new trend in social media marketing. This change allows brands to experimenting with their visual content and engage with their audience in creative ways.
By tapping into meme culture and the voice of the Internet, brands like Auntie Anne’s pretzels have successfully created strategic social media strategies that feel relatable and hilarious.
The human voice they use covers a variety of topics from inspirational to endearing, proving that staying true to brand colors, tone, and image while embracing fun is essential in today’s digital space. LinkedIn’s Threads exemplifies this playful shift, as brands discover that a more playful personality resonates with consumers and attracts new followers.
Trend 3: The Rise of Social Commerce A Trend to Embrace
The trend of social commerce is not just a fleeting moment; it’s a continuing opportunity that brands should watch closely. Platforms like TikTok and Instagram have officially launched features that make in-app shopping easier than ever.
As Jeff MacDonald, the Social Strategy Director at Mekanism, noted, there’s an eager audience ready to buy. By combining entertainment with instant purchasing options, brands can create engaging experiences that connect with consumers.
The rise of live streaming and interactive shopping is expected to expand, making this a vital strategy for any brand looking to thrive in 2024. It’s essential for brands to consider whether they can experiment with selling on these platforms to reach their target audience effectively.
Trend 4: The Importance of SEO for Social Channels
SEO is not just for your website; it is also essential for social media platforms. I recently realized that when I researched places to travel, I turned to location hashtags on Instagram instead of Google.
This shows how important social media can be as a search engine. In fact, nearly 40% of Gen Z preferred TikTok over Google for searching for information in 2022. This trend highlights the need for optimizing your content for better discoverability on social media.
Just like you would improve an article on your blog for SEO, it is crucial to optimize your posts and profile on social platforms. Use the right keywords in your captions, relevant hashtags, and even keywords in your alt text for maximum engagement and visibility.
Trend 5: The Power of Behind-the-Scenes Content
In 2024, the desire for authentic content is growing among audiences, pushing brands to become more transparent about their business and its practices. This shift is important because consumers now expect to see more than just polished posts; they want to engage with the real side of companies.
According to a recent Index, many consumers don’t feel they see enough of this transparency. For example, Oatly’s Paula Perez emphasizes that consumers are interested in understanding labor, diversity, and environmental responsibility. A shoe brand like Nisolo takes action by creating and sharing sustainability report cards, allowing consumers to see the impact of their purchases.
By offering a behind-the-scenes look into their products and practices, companies can build trust and strengthen relationships with their audience. This approach not only meets the rising expectation for authenticity but also opens up opportunities for deeper conversations and engagement.
Trend 6: The Power of Authentic Content
In 2024, authentic content will be the number one thing consumers want from brands on social media. According to the Sprout Social Index, many consumers say they don’t see enough of it. As creator culture has skyrocketed, brands that feature voices from both creators and their employees are more likely to shine.
It’s crucial for businesses to recognize this trend and adapt. Sam Mackowitz, a manager at Flywire, believes that the desire for more authenticity is only growing, and people are yearning for real experiences.
This is where AI comes into play, making it easier for brands to connect while still keeping that personal touch. By tapping into authentic, non-promotional content and showcasing their team and behind-the-scenes stories, brands can create a more playful and relatable experience for their audience.
This strategy will not only promote the brand but also help employees feel involved and valued, making the content resonate across different platforms.
Trend 7: Changes in Social Teams and Titles
As we look at social media in 2024, the structure of teams is evolving quickly. According to the Index, around 64% of teams are aligned with specific platforms, but this approach may become outdated.
The reality is that social teams must adapt to new networks and emerging skills to run effectively. Gabby Grahek, a thought leader at Sprout, emphasizes the importance of developing niche professions within corporate teams. This means organizations need to evaluate their current setup and identify any gaps.
By building a budget to support these changes, teams can take ownership of their career paths and pitch new roles that fit their skillset. As social media continues to evolve, those who are willing to experiment will find new opportunities for success.
Trend 8: The Rise of the Creator and Influencer Economy
In today’s world, the creator and influencer economy is booming, transforming how brands engage with their audiences. With the growing importance of authenticity, creators offer a human voice and relatable experience that resonates on social media.
A Q3 Sprout Pulse Survey shows that 8 in 10 marketers view influencer marketing as essential to their strategies. As Jeff MacDonald highlights, the continued dominance of platforms like TikTok reflects a significant shift towards unfiltered and genuine content. Brands are increasingly leveraging influencers who can craft compelling stories that connect on a personal level.
This trend will likely grow, making it vital for brands to kick off partnerships and adopt dedicated management platforms to enhance their engagement and build trust with consumers over the coming years.
Trend 9: The Importance of Personalized Customer Care
In today’s social media landscape, personalized customer service is no longer a luxury but a key consumer expectation.
According to the Index, 70% of customers want fast responses tailored to their needs, and 76% appreciate when companies prioritize support.
If businesses fail to meet these expectations, they will inevitably fall behind their competitors. Empowering teams to collaborate and be responsive is crucial; 75% of businesses say that customer care will be a shared responsibility between marketing and customer service.
This means that organizations must analyze their role in providing care, ensuring all teams are aligned in voice and tone. By using tools like Sprout’s Case Management and integrating platforms like Zendesk and Salesforce, companies can seamlessly resolve customer issues and improve personalization.
Adopting these best practices will make customer interactions easier and more effective, ultimately enhancing brand loyalty and satisfaction.
Trend 10: The Role of AI in Marketing and Customer Care
In 2024, the use of AI in marketing and customer care is becoming more important than ever. According to the Social Index™, around 80% of marketers are seeing a positive impact on their work from using AI tools.
These tools help streamline workflows by analyzing data and providing highly tailored recommendations that enhance user experiences. For instance, chatbots can offer responsive customer service, helping teams scale their efforts effectively.
As Jeff MacDonald notes, there will be a deeper integration of AI, but companies must also develop strict policies to monitor its use carefully. This ensures that while AI drives more effective advertising and customer interactions, it is done ethically and safely. Adopting this balance not only empowers teams but also safeguards the brand in a rapidly evolving social media landscape.
Trend 11: Social data is key—beyond the marketing team
In 2024, social data is no longer just for the marketing team; it is essential for every part of an organization. As I’ve seen in my experience, companies that use social insights across departments—like customer support and PR—can truly improve their business strategies.
It’s a myth that only marketers can benefit from this data; in fact, integrating it into other areas of the business can drive valuable trends and impact overall performance. Organizations need to communicate this power effectively to ensure everyone stays informed.
If teams fail to identify and leverage these insights, they will fall behind. Therefore, embracing social media resources is the best way to ensure every aspect of the business works in harmony, and this trend is here to stay.
Stay Ahead with Social Media Trends
To keep your strategy ahead in 2024, it’s essential to embrace the latest trends in social media marketing. One effective approach is to utilize new platforms and content formats, like the popular TikTok sound, which can greatly enhance engagement.
By downloading valuable insights from resources like the Sprout Social Index™, you can bolster your leadership in your industry. This data not only helps to build a stronger foundation for your marketing efforts but also identifies the metrics that truly matter for success.
Don’t be surprised if a fresh trend suddenly shakes things up; being prepared will allow you to create a solid response that keeps you ahead of the competition. By forecasting and adapting to these changes, you ensure that your strategy remains larger and more impactful than ever.
In 2024, brands on social media need to focus on authenticity. Consumers are tired of overly polished and hard-sell content, and prefer genuine, relatable experiences that go beyond just products, building trust instead.
AI and big data are changing the way social media works. These once-overused buzzwords are now real forces, making online experiences richer and better. Brands are using AI bots to quickly resolve thousands of customer queries almost instantly, improving engagement and efficiency. Social platforms are being completely revamped as these technologies continue to shape the future.
As more people get exposed to a trend, it becomes more popular and can even turn into a viral sensation. By participating in these important trends on social media, brands can leverage the effect to boost their reach and increase engagement with the right target audience. This is key to staying relevant in a fast-changing digital world.
To succeed in growing on social media in 2024, use these tips: engage your audience by posting quality visuals and collaborate with other accounts to expand your reach. Optimize timing for your posts and promote your content across different platforms. Don’t forget to host contests to attract new followers and stay authentic in all your interactions.
In 2024, the biggest change in social media marketing is the push for authentic content. People no longer want to see boring stock photos or scripted posts; they prefer to hear from real people. Content that feels like it comes from another person, rather than a company, is what truly resonates and connects.
Conclusion
In 2024, social media marketing trends will continue to reshape how businesses engage with their audiences. Embracing emerging platforms, utilizing data-driven strategies, and staying agile in adapting to new content formats will be key to achieving success. Marketers should focus on creating personalized experiences, leveraging social data to inform decisions across departments, and maintaining flexibility to respond to rapid shifts. By integrating these trends, companies can build stronger connections with their target audience, drive growth, and stay ahead in a highly competitive landscape.