We are a month into the new year and the marketing landscape continues to evolve at breakneck speed. Keeping up with the evolution of marketing is what we’re all about here at TSA, and these are 10 trends we’ll be tracking in 2024:
1) AI in Marketing
AI From TikTok’s creative filters to exploring the Metaverse, AI is transforming how we interact with our audience and fundamentally changing everyday business tasks. From writing compelling copy to tracking trends and beyond, AI streamlines operations, making tasks more efficient and insights more profound. It’s also emerging as a go-to with ChatGPT for quick and simple searches, rivaling traditional engines like Google. This shift suggests a future where AI’s role transcends support, becoming integral in developing strategies that keep businesses ahead of the curve. With its ability to uncover unique insights and automate mundane tasks, AI is no longer just an option for business owners, it’s becoming the backbone of innovative marketing strategies.
Example: Check out this case study of how Nike leverages artificial intelligence in their advertisements.
2) SEO in Social Media Apps
Remember when Google was the go-to for searches? Well now, platforms like TikTok and Instagram are taking over. Integrating SEO into your social strategy is a must-do if you want younger customers to find you organically.
Example: Check out Spotify, Grammarly, Canva, Fenty Beauty, Duolingo, and Chipotle use a social SEO approach on TikTok: TikTok SEO: The Ultimate Guide to Boosting Your Profile Visibility
3) The Rise of Nano-Influencers
Big isn’t always better. Smaller accounts (1K-5K followers) are gaining traction for their authentic connections. It’s all about meaningful engagement in 2024.
Example: La Croix worked with nano-influencers in 2023 to showcase their products from their Whole30 Nutrition Program. Their strategy? Encourage real fans to share their #LaCroixlove and #LiveLaCroix moments. The result? A vibrant, authentic community. Even influencers under the 1K mark get a chance to shine, blurring the line between consumer and brand ambassador.
4) Lo-Fi Videos
Move over, high production – short, low-fidelity videos are the new cool. Brands are embracing this for storytelling, product launches, and more.
Example: Lemon Perfect’s TikTok strategy. Embracing user-generated content (UGC), Lemon Perfect’s videos feel refreshingly real. Their winning formula? Simple unboxing and product reviews – a format that’s already a hit with online audiences. By adding platform-native emojis and stickers, the brand amplifies its appeal, ensuring the content resonates with TikTok’s vibrant community.
This approach not only aligns perfectly with the low-fi trend but also proves that authenticity can often outweigh glossy production in capturing audience attention.
5) The Return of Long-Form Content
Short-form had its moment, but the tide is turning. Expect more in-depth, original content that goes beyond the usual quick clips.
Example: Patagonia isn’t just selling outdoor gear; they’re selling stories. Their captivating approach to long-form content truly sets the bar. Take their article Climbing in Iceland with Loki the Deceiver – it’s not your average outdoor escapade. This piece dives deep into the authentic experiences of four climbers, sharing every peak and valley of their journey.
What Patagonia does so brilliantly is transform a simple narrative into an emotional expedition. They’re not just talking to their audience; they’re inviting them on an adventure. It’s content that doesn’t just tick boxes for information but creates an immersive world that mirrors the wild spirit of their readers.
This isn’t about quick wins in the sales column. It’s about cultivating a rich, engaging community around shared values and passions. Patagonia’s commitment to long-form content is more than marketing; it’s about forging genuine, lasting connections that transcend transactions.
In a world where content is queen, Patagonia shows us that the heart of the story reigns supreme. It’s a commitment to your audience, offering not just products, but experiences and stories that resonate with every click, read, and purchase.
6) Nostalgia Marketing
From Y2K fashion to vintage vibes, nostalgia marketing is making a comeback. Brands are creating content that resonates with the good ol’ days.
Example: Adobe’s play on the resurgence of Bob Ross, the soothing ’80s painting icon, thanks to Netflix’s addition of “The Joy of Painting” to its streaming treasure trove.
Post-Netflix, Bob Ross blossomed into an Instagram sensation, catching the eye of Adobe. They brilliantly celebrated Ross in a series of tutorial videos for their Adobe Photoshop Sketch app. The campaign, a collaboration with Lekker Media and Bob Ross Inc., was a masterclass in authenticity. They meticulously recreated details from Ross’s show, including his signature attire.
The artist behind the easel, illustrator Chad Cameron, flawlessly embodies Ross’s gentle, humble essence. This campaign wasn’t just a marketing move; it was a tribute. As Joan Kowalski of Bob Ross Inc. reflected, it was about honoring Bob Ross’s vision of inspiring creativity. Adobe’s “Joy of Sketching” series not only showcased their product but also paid homage to a beloved figure, proving that nostalgia, when done right, is powerful and timeless.
7) Strategic Platform Selection
As the digital world keeps expanding with more social media platforms, the key to success in 2024 is not about being everywhere, but being where it counts. It’s crucial to identify where your target audience is most active and what platforms align best with your brand’s voice and content style.
This focused strategy involves being selective and resisting the urge to jump on every new platform trend. Instead, it’s about investing in platforms that offer the most return for your brand, whether it’s Instagram for visual storytelling, LinkedIn for professional content, or emerging platforms that genuinely resonate with your audience.
In essence, make every post count by choosing your digital battlegrounds wisely. Quality engagement on the right platforms is far more valuable than a scattered presence everywhere.
8) More Gated Content
Exclusive content continues to be a thing, thanks in part to platforms like Substack. It’s about creating a deeper connection and delivering unique experiences to loyal followers.
Example: Zoom uses free demos as a form of gated content. This approach allows direct interaction between the sales team and potential customers.
By offering a personalized demo, Zoom not only captures valuable lead information but also establishes a one-on-one connection. This is crucial for nurturing relationships and persuading prospects to engage further with the product.
Prospects simply sign up for the demo by submitting their contact details, opening the door to a more tailored and impactful sales experience. It’s a win-win: leads get a firsthand look at the product, and Zoom gains a prime opportunity to convert interest into commitment.
This method exemplifies how gated content can be a powerful tool for software companies, offering a blend of personalized service and strategic lead generation.
9) Artificial Reality and Virtual Reality in Business
Get ready for more augmented and virtual reality in marketing. These technologies are game-changers for interactive storytelling and brand experiences.
Example: Ikea’s virtual reality initiative. Ikea’s VR-based app revolutionizes home shopping by allowing customers to virtually “place” furniture in their homes. This interactive approach helps consumers visualize the look, feel, and fit of products in their own space. It’s not just about being tech-savvy; it’s about offering a practical, user-friendly solution that enhances the shopping experience.
This application of VR technology by Ikea exemplifies how AR and VR can be more than just flashy tech – they can provide tangible, real-world value to customers, making them an essential tool in the modern marketer’s kit.
10) Purpose-Driven Marketing
In 2024, brands are increasingly recognized not just for what they sell but for what they stand for. Purpose-driven marketing is about forming a genuine bond with audiences through shared values, especially in areas like sustainability.
This shift is more than a trend; it’s a movement. Brands that succeed are those that go beyond just claiming to be eco-friendly or socially responsible – they’re the ones that integrate these values into every aspect of their business. From sustainable sourcing and production methods to ethical labor practices and active participation in social causes, these brands are setting new standards in marketing.
It’s a transition from traditional marketing tactics to a more holistic approach, where a brand’s mission and actions align with the expectations of a socially conscious consumer base. This authenticity not only earns customer loyalty but also fosters a deeper sense of community and engagement with the brand.
In essence, purpose-driven marketing isn’t just about making a statement – it’s about making a difference. And in 2024, that’s what counts.
Example: Canadian brand Buttercream Clothing promotes eco-friendliness and social responsibility in a world of fast fashion. With its commitment to sustainable sourcing, ethical production practices, and active engagement in social causes, Buttercream Clothing proves how brands can weave their core values into every fabric of their business.
This approach marks a shift from conventional marketing to a more integrated strategy, where a brand’s mission is in harmony with the values of environmentally and socially aware consumers. By doing so, Buttercream Clothing doesn’t just attract customers; it builds a loyal community invested in shared goals.
Stay tuned for more insights and examples on each of these trends in our upcoming posts!
Looking to amp up your marketing game with some of the above strategies? Reach out to us at The Social Agency, and let’s make 2024 your year of marketing breakthroughs!