As the year comes to a close, there have been a few social media trends that have stood out from the rest. Social media platforms and their users are evolving in the way they communicate, engage and even shop on the platforms. These trends can help enhance brand visibility and allow organizations to stay relevant in the digital space. We've compiled four trends that have caught our eye from the start of the year to now. By implementing relevant trends into your marketing strategies, you can head into the new year with a bang!
1. Embrace brand authenticity
Genuine and honest connections between brands and their audience have never been valued more than the present. In today’s competitive market, about 70% of consumers need to trust their favorite brands to stay loyal. Moving away from misleading or deceptive content is a must as it becomes easier to spot, especially with the Gen Z and Millennial audiences. Ensuring that every decision is made with your company’s mission and core values in mind will invite long-term customers. Tell honest stories, deliver on promises and create a community around your organization to provide a positive experience.
On the other hand, if any mistakes are made, acknowledge them and take responsibility. This reflects your willingness to learn and grow. Brands need to have transparency in the way they communicate for all their platforms.
2. Bite-sized content is taking over
The rise of short-form videos has taken the world by storm as users can scroll aimlessly every day. These videos are usually between 30 to 60 seconds long and have changed the way content is created. Almost every major social media platform has implemented some way of showcasing these videos with TikTok dominating with 1 billion monthly active users worldwide. Instagram has Reels, Snapchat with Spotlight and YouTube with Shorts. It’s no surprise that this form of content has everyone glued to their phones and will only continue to rise heading into the new year. There is an impressive variety of content depending on the user’s feed since the algorithm is designed to understand and deliver the user's preferred videos. There’s an audience for every kind of content imaginable. Think about how you may be able to curate relevant and engaging videos for your target audience.
3. The addition of e-commerce on social media platforms
The enjoyable pastime of shopping becomes easier than ever with the help of social media platforms. Want to purchase a product being reviewed by your favorite influencer? You can add it to your cart with just a few clicks. With minimum effort, many platforms are offering consumers a quick way to browse products within their apps. TikTok’s move into e-commerce kicked off this year following Instagram’s version of its shop from 2020.
It might bean easy decision to market your brand on these platforms as it’s been reported that around 33% of TikTok users will make purchases on their app in 2023 and that 78% of small business owners have a positive ROI from their ads. Many content creators are centered around showcasing products, while many users solely look for shopping inspiration from social media content.
4. LinkedIn's shift from professional to personal content
Trends and innovations are always shaping the digital landscape and LinkedIn has undergone a subtle but big change. The once grand hub for professional networking and job seekers has integrated more personalized content inspired by genuine user experiences. The rise of personal posts started during the pandemic as it was a mutual struggle for many to adapt to remote work and an imbalance of work and life. LinkedIn has found a home with its users posting about life updates, personal queries and having the willingness to ask for or give advice on almost anything. The networking platform is certainly welcoming this change as more users continue to adapt in 2024.
Author: Gary Wong
What is a trend that your organization is leveraging?
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