Marketing trends in 2024

If you’re a marketer or interested in marketing trends, you can’t have failed to notice that they are constantly changing.

Keeping up with the latest marketing trends isn’t always easy. In order to succeed in the fast-paced marketing world and continue to maintain good communication with your audience, it’s important to stay on top of them.

In today’s article, we’ve gathered information on the latest marketing trends – straight from leading experts.

Let’s take a deep dive into the marketing trends for 2024!

– The short video content (TikTok, Reels, YouTube Shorts, etc.)

Who hasn’t spent some of their time being on TikTok watching different types of videos?
Many users on this social network have made the decision to purchase clothing, accessories, supplies, and products of a particular brand while scrolling through it.
According to a recent survey, 56% of U.S. consumers said they bought something based on an ad they saw on TikTok, and 36% said they were inclined to do so.
“Videos create a deeper connection with your potential customer base, and it’s easy for brands to repurpose video content into podcasts and text content,” says Neil Patel, CMO and co-founder of NP Digital.
This study found that 53% of marketers are using short videos on TikTok, Instagram (Reels) and YouTube (Shorts) in 2024.
Marketers believe that filming shorter videos can actually be much more effective than filming videos with longer durations. One reason for this is that this type of format better matches the rapid attention span of online audiences across different demographics.
It’s also the explanation for why platforms like TikTok, Instagram’s Reels, and in years past, Snapchat, are gaining rapid growth and marketing interest.
“Our company, Jotform, is ramping up its YouTube video efforts. We have over 16,000 subscribers and have seen a huge increase in site traffic and signups from investing in videos on this platform,” says Aitekin Tank, founder and CEO of Jotform.

– Creating content that reflects brand values. It will be key to retaining your customers.

According to Consumer Goods Technology, 82% of customers want consumer brand values to match their own.
To retain the approval and loyalty of their target audience, brands are expressing their values and positions on topics that are relevant to their consumers.
The survey shows that 45% of businesses will increase their investment in content marketing creation, and 43% will invest as much in 2023. Only 9% plan to reduce their investment in this area.

– Advertising/sponsored content is still very important.

More than a third (36%) of marketer’s plan to increase investment in advertising in 2024, and 56% plan to continue investing the same amount.
The market is expanding more and more each year. A large majority of professionals are directing businesses to invest primarily in this type of advertising. Although the competition is huge and nothing like previous years, there is no trend to see sponsored content decreasing.
The change that will be of great importance for 2024 is the loss of cookies by Google. While Google will not entirely remove data collection technology from Chrome, it will make significant changes that will ensure better collection and protection of personal data. However, many advertisers will also have to make pressing changes because they may encounter difficulties and their ads may lose their collected optimization.
It is also believed that from 2024 personalisation in ads and sponsorships will become an even more significant topic and professionals will increasingly start to segment brands to certain platforms.
Every user uses at least 4 different social networks according to the latest data, which makes the consumption massive. As there has been a recent trend of specializing in certain networks, marketers will leverage this fact and increasingly start advertising businesses on only a portion of social networks rather than all of them.

– Influencer marketing is still very relevant.

In 2023, users on social networks could encounter influencers promoting all kinds of products. This trend is gaining more and more popularity in marketing.
One of the most memorable influencer marketing campaigns in 2023 was the work of skincare brand La Roche-Posay. The company then partnered with various influencers, such as Jae Gurley, to promote its sunscreen products at the US Open tennis tournament, where attendees would be out in the sun to watch the matches.
This trend isn’t changing in 2024. According to a survey done, 84% of marketers say they will increase their investment in influencer marketing in 2024. Collaborating with influencers helps businesses promote the brand and build a fan base across various social networks almost as much as last year (89%).
When marketers collaborate with influencers and customers in a specific industry, customers will be able to promote their brand and recruit a fan base from the influencer’s audience.
Micro-influencers with 10,000 to 100,000 followers are a more affordable solution and often yield more success than if a brand works with celebrities or macro-influencers.

– Virtual reality and augmented reality are making a comeback in marketing

It has been suggested that virtual and augmented reality (VR and AR) could make a comeback in 2024. As early as 2021, 35% of marketers were using AR or VR in their strategies, and nearly half planned to increase their investment in 2022. However, by 2023, more than a quarter (27%) of them decided to stop using VR and AR altogether due to expensive equipment and bulky headsets. But as VR goggles and AR apps have become more affordable in recent times, the trend is experiencing a reversal.
However, only 13% of marketers plan to reduce their investment in VR and AR in 2024, and 84% plan to invest as much as the previous year or more.

Generally speaking, this is a trend that marketers have used less due to expensive equipment and bulky headsets. But as VR goggles and AR apps have become more affordable, the trend is experiencing a reversal.