REVEALED: The top 5 social media trends for marketers in 2024

Staying fresh, relevant and well-informed is a non-negotiable for every marketer – whatever your industry or role.

New and emerging trends in the social media space offer countless opportunities for your brand to thrive – if you are willing to open your mind and branch out of your comfort zone.

Below, we reveal the top social media trends every marketer should already be across in 2024. So, if you’re ready to watch your engagement and conversions surge, it’s time to embrace all that’s taking hold right now.

Video content is dominating

Video content has been the most powerful way to connect with audiences for some time. But its growing dominance is palpable.

Put simply, video is deeply immersive – and captures attention like nothing else – making it incomparable to static images and text. It’s no wonder the likes of TikTok, Instagram and YouTube have capitalised on it so effectively, cementing themselves as the go-to channels for short-form video.

From a business perspective, well-crafted videos can be extremely effective at building trust and influencing purchasing decisions. They humanise brands and products, reel in audiences effortlessly, and promote a deeper connection with potential customers.

It’s important to remember though, that it takes time to build an audience, so be strategic with your approach. 

Not every video will go viral. But a well-crafted video strategy coupled with a consistent presence will boost interaction and visibility over the long term.

The rise of social commerce and impulse buying

Social commerce is an emerging yet compelling social media trend being driven by one significant goal: increasing impulse purchases.

In other words, more and more marketers are now integrating the shopping experience directly into social media platforms to simplify the process for shoppers. This is changing the way consumers shop because it results in a much easier, more streamlined experience. 

This phenomenon is backed by research, with several credible studies confirming that convenience increases impulse purchases, which commonly make up between 40% and 80% of all sales.

No matter your preferred platform, you’ll find a shopping feature that allows your audience to shop directly from your feed. These include Instagram Shops, Facebook Marketplace, TikTok Shopping and Pinterest Catalogues. 

These features eliminate friction in the buying process – and make it almost effortless for brands to bring scrollers into the ecommerce ecosystem through highly targeted ads.

And of course, with most social media users accessing platforms on their mobile phones, making the process mobile-friendly is a no-brainer.

Growing trust in micro and nano influencers 

As audiences evolve, so does their attitude towards people who promote products online.

Influencer marketing has changed in 2024, with a noticeable shift away from macro and mega influencers – towards micro and nano influencers.

Why is this? Higher engagement rates. Greater trust.

Nano influencers (people who have 1,000 to 10,000 followers) and micro influencers (people who have 10,000 to 100,000 followers) tend to achieve higher engagement rates – with the average currently sitting at around 2.8%. Influencers with larger audiences typically find it hard to achieve these rates.

So why do smaller-scale influencers have more intimate and engaged followings? Because they are seen as more authentic, trustworthy and relatable – traits that are becoming increasingly important to consumers.

If your business can partner with a micro or nano influencer, you can access specific demographics and drive meaningful engagement. Interacting with your brand will soon feel organic and trustworthy for audiences.

The best platform to do this right now? Instagram.

So, look for influencers who provide a more personal, values-driven relationship with their audience. It could be the key to improving your brand’s awareness and perception.

Augmented reality is going to be huge (but it’s still in its infancy)

Augmented reality (AR) is no longer a far-away, futuristic concept. It’s a very real tool shaping engagement on social media today.

In fact, it’s widely believed that AR will become a significant part of our lives very soon – making it a technology that businesses must adapt to, to stay competitive.

Platforms like Snapchat, Instagram and Facebook are increasingly offering users highly interactive and personalised experiences in a virtual environment. At a psychological level, this form of escapism offers people an opportunity to leave behind their everyday lives and experience something completely new and different. 

So, how are some brands already capitalising on AR? By creating virtual try-ons, interactive ads and gamified experiences. This is enhancing user engagement, boosting brand visibility and improving brand loyalty.

Some experts believe AR will create a future digital economy in which users will be able to buy, trade and sell virtual goods and experiences.

It’s a trend that shouldn’t be ignored.

AI-generated content is taking centre stage

Whether we like it or not, AI is altering the very concept of content creation.
With technologies like natural language processing and generative AI, marketers – and many other professionals – can produce content much more quickly and at a significantly greater scale.

Stuck for a powerful idea, or don’t have the time, technology or money to create visual content? AI can generate captions, articles, photos and even videos within seconds through platforms like OpenAI, Microsoft, Adobe and Canva. 

Businesses that embrace AI for their content creation are gifted the ability to keep up with the fast-paced nature of social media. As a bonus, it frees up time to focus on strategy and creativity.

In short, your creative genius gets to play while technology takes care of the rest. 

Looking to understand how to leverage social media channels to drive results for your organisation? Check out our Social Media Marketing Essentials or Social Media Marketing Strategy course.