The social media landscape continues to evolve each year, as demand for these platforms exponentially grows and new innovations arrive on an app market now valued at over $49 billion. In fact, according to Forbes, the average user has now expanded their digital footprint across six to seven platforms monthly. Undoubtedly, social media has become a vital piece of the customer journey for any company, whether you’re aiming to wow target audiences with your services or simply build stronger brand awareness – and the ways to achieve these goals are everchanging.

Not every social media trend will fit your business’ marketing strategy, but it’s still important to know what’s resonating with consumers on TikTok, X (formerly Twitter), LinkedIn, Facebook, Instagram or whatever site you regularly use to showcase your brand. And, at Grapevine, we’re constantly watching the latest and greatest developments across this space, especially as we draw closer to the new year. Check out four – out of many – social media marketing trends to keep an eye on in 2024.

1. Let’s Get Real: Authenticity Prevails – The sudden rise of apps like BeReal and TikTok is no coincidence. It stems from a consumer shift toward short-form content that’s rawer, absent of filters and heavy edits which convey a performative, polished message rather than a genuine one. Showcasing relatability and authenticity not only builds trust between potential clients and your brand, but also will likely remain a welcomed, upward trend next year.

2. Short-Form Video’s Popularity Continues to Spread – According to a Wyzowl survey, 91% of businesses are using video as a marketing tool, and 92% of marketers said video content was a good return on investment. While YouTube remains the flagship video platform, the growing popularity of TikTok and Instagram Reels, for example, shows 15- to 90-second clips are easily digestible – and seemingly addictive – in a world where attention spans are shrinking at a generational rate.

3. Small Brands Team Up With Micro Influencers – Roughly 70% of small businesses set aside some budget for social media marketing, and user-generated content created from influencer marketing isn’t going away. Businesses, in general, are expected to collaborate with micro influencers who have small, committed follower counts – in the thousands, instead of millions – to drive conversions among niche audiences. Employee-generated content, like this LinkedIn post from a Geo Social Media Lead at IBM, is also becoming a trendy way to give viewers a peek behind the curtain at companies they follow.

4. AR Experiences Are Advancing – Platforms like Instagram and Snapchat have already deployed filters and certain effects that create an augmented reality experience for users. AR seems to be developing into a much larger piece of the social media space, which means marketing will extend beyond traditional 2D in the future. For example, Meta this year released a roadmap for its AR/VR hardware plans through 2027. Experiences are becoming a major part of the marketing equation now that the ability to meet, shop and participate in events virtually has taken on a more realistic look and feel.

About Grapevine Communications

Grapevine Communications is a full-service creative marketing agency celebrating 21 years of success on the Suncoast of Florida. To learn more about what we do, visit our services page or call us at 941-351-0024. 

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