By Meha Jayaswal
Associate Dean, Fashion Communication
Pearl Academy
Social media is a dynamic landscape, with ever-evolving new trends and technology. It is necessary for businesses to harness the platform social media provides to be able to use it to its full potential to reach the target audience. Since online platforms offer the space to pivot and experiment with new strategies, it is essential for businesses to keep these social media trends in mind which will prove beneficial in shaping their success in 2024.
Content Creation is the KING
It is without doubt true! It’s important to build a connection not only with your consumers but with the influencers you partner with too. To do so, brands need to prioritise connection and community in their content and foster a sense of belonging via genuine and long-lasting social media presence. A great way to capture these emotions is through influencer marketing – but only if well-executed
High-quality content should be a priority. Content that tells a story has the power to spark feelings of genuine interest and often proves more valuable when striving for authenticity and humanisation. This holds true even when the content is produced by a smaller influencer. The days of collaborating with influencers who have incredibly high follower counts purely for their increased reach are coming to an end.
Consumers aren’t blind to the social media marketing world; seeing a big social media influencer discussing a product with #AD in the description immediately gives the impression of business promotion and active social selling, especially if the influencer’s usual content doesn’t clearly align with that of the brand. Although, in some cases, this type of influencer marketing may prove effective, it pulls the brand away from the transparent and authentic nature that many consumers yearn for, especially in a world driven by lies and manipulation.
To say the least, it’s time for brands and businesses to collaborate with content creators across a wide spectrum of personalities in order to be able to connect with diverse audiences. In doing so, one will have to ensure that their goals and values align with your brand. Having a few, diverse influencers who truly understand and relate to your brand’s values will produce much better results than having influencers with a wide audience but no authenticity or relation to your product or business.
Video Content
Video content has become the most used form of online marketing as it helps businesses with sales. Video content enables businesses to target the relevant audience with artificial intelligence and data analysis of video content giants. Also, using videos on websites and apps can also improve the presentation of products and services. Businesses can benefit from this trend without altering the business’s infrastructure.
Every social platform offers video marketing as it helps brands grab user attention quickly and increase the chances of conversion. It is only right to say that businesses should optimise video creation without compromising on quality to reach a wider segment and achieve top-line business objectives.
AR Experience
COVID has altered the way the online world functions. Post-pandemic, augmented reality stretched its wings in all segments, including social media. It is being used by businesses to offer an immersive user experience with real-time AR technology in their system. More and more users are choosing online services, thus indicating that the use of AR is not to cease anytime soon.
Businesses should think about using AR to not only stay ahead of their competitors but also to grow in the digital age. Augmented reality assists brands in offering their services in a simplified way whilst giving an idea about the offerings via immersive technology. This can help businesses stay one step ahead with emerging AR hardware.
Many brands are already using VR, and it is showing positive results. It is not a very popular trend as VR and AR glasses are expensive with limited users. With the number of devices increasing, VR will also be a beneficial strategy.
Experimental Marketing
In upcoming times, it is expected that businesses will use trends and technologies as an experiment. Experimenting with retro looks on the business platform is already ruling the digital marketing strategy. A business can add elements as well as offer users a unique experience and surprise them while keeping the business theme in mind.
With emerging artificial intelligence, more businesses will use AR and VR to attract more audiences. With more audiences on social platforms, businesses will find a way to be creative and make shareable and unique products with appeal.
Sustainability & Social Responsibility
Consumers are looking to support brands that align with their values. Social responsibility, sustainability, and ethical practices will continue to be important considerations for users. Brands need to work on bringing out their commitment to these values on social media. In order to be able to connect and to be able to make a lasting impression on their audience.
References
https://www.business-reporter.co.uk/improving-business-performance/threading-the-needle-for-advertising-heading-into-2024
https://www.dotsquares.com/press-and-events/marketing-trends-2024
https://browsermedia.agency/blog/the-shape-of-social-media-2024
https://vindictadigital.co.uk/social-media-marketing/predicting-social-media-trends-in-2024-stay-ahead-of-the-curve
