What’s In and What’s Out for Marketing in 2024
2023 was great in so many ways. For marketing, my favourite thing has been the astronomical rise of CGI advertising, from driving handbags to a giant Barbie next to the Burj Khalifa. It’s fun, it’s clever, and it’s the exact vibe I want to see more of in 2024. Saying that, here’s some more predictions for what’s in and what’s out for marketing in 2024…
What’s in…
Video content - video content is going to keep growing across all platforms, including short-form videos, live streaming, and interactive video experiences. As Vogue says, ‘the shift away from still photos accelerated in 2023, but in 2024, follower growth without video will be impossible.’
AI - AI is an incredible tool for marketers - it’s great for automating some marketing processes, such as chatbot, personalised recommendations and improving customer interactions, and I think it’s going to become even more useful this year.
Being playful - in terms of content, people are moving away from the hyper-serious, corporate-style vibe. The first one that springs to mind (other than our own socials, obviously) is Surreal Cereal - their marketing has become increasingly fun and I think this is going to spread across to more brands.
Longer content - we used to think that short and snappy was the way to go, but it’s becoming clear that longer content is where the engagement is at. It’s also a great way to build trust with viewers as there’s the chance for a deeper connection, more information, and you might even teach your followers something useful!
What’s out…
Static content - I am not saying all photos have to go, BUT, it’s time to get the video content right. Spend some time thinking about what it is that you like to engage with - it’s probably a video, right? So don’t cut out the static stuff entirely, but don’t make it your focus in 2024.
Hashtags - I know this seems crazy, but social platform systems are now much better at taking in the whole context of a post’s text, including visuals, user history, and all keywords included, without the need for a bunch of hashtags. Again, maybe don’t cut them out completely, but think about refining the message you’re sending out, rather than linking it to semi-relevant hashtags.
One-off influencer partnerships - 2024 is the year to build meaningful partnerships, so consistent influencer relationships is going to be big, instead of the odd one every so often.
Generic Content - it may not always be appropriate to personalise content, however, 90% of consumers say they find targeted marketing appealing. Using AI and analytics, customers today want to feel like the content they see is right for them, so it’s time to utilise that on your website, emails, apps, and social media platforms.
The effectiveness of your marketing strategy relies on keeping informed about the latest trends in your industry, so make sure you come back to this blog and check it out, as it’s likely we’ve already done the work for you!