Today, there is no fear that artificial intelligence will replace humans — it will help complement experts. According to Hootsuite, companies will use AI 3-4 times more often in 2024.
It is important for a brand to be tech-savvy and modern. 28% of customers support brands that implement new technologies, and this figure is expected to increase.
Advice:
Test AI, monitor platforms on an ongoing basis, follow those who are already in the subject, learn to write requests and provide technical specifications.
In contrast to AI, a microtrend that sounds like the human touch is gaining popularity. Everything that is made by human hands will be greatly appreciated (hand-written postcards, hand made).
This format continues to develop, users are increasingly viewing video materials.
The video format can be a great way to increase conversions, reach new audiences, and help strengthen relationships with current customers.
What specific trends are forecasted for 2024?
According to Forbes, short videos are 2.5 times more interesting to the audience and have the ability to capture the attention of 66% of consumers.
On average, a user visits around seven platforms monthly. TikTok, LinkedIn, and Instagram are the most popular. Changes in the use of business platforms from 2022 to 2023:
Video-oriented platforms like TikTok, YouTube, and Instagram will receive more investments in 2024:
Being on every platform is inefficient. Brands will focus their attention on a few popular social networks (where their target audience is present) and will invest efforts in content creation.
Use 3+ promotion channels, create relevant and unique content for each network.
Don't ignore YouTube Shorts. While Shorts hasn't yet matched Reels, which generates 200 billion daily views on Instagram and Facebook, the feature still has great potential for marketers.
Podcasts continue to be popular.
Surveys have shown that consumers use social networks for entertainment and relaxation.
34% of consumers say that a lot of advertising is a major barrier to how they perceive brands on social media.
(Hootsuite Social Media Consumer Survey 2024)
Interactive content (questions, polls, games, etc.) captures attention and increases audience engagement.
Be friends with your audience, don't post product or brand news too often (several times a week), aim for loyalty, and strive to build long-term relationships with the audience through engagement. Community is the foundation of a successful brand.
According to HubSpot, 53% of sales managers consider personalization a must-have tool in 2024.
Understanding audience data will help create a truly personalized experience, which 96% of marketers say makes shoppers more likely to become repeat customers, and 94% say personalization increases sales.
Create new premium products and offers aimed at interacting with customers on a personal level, adapting products to their needs and wishes.
For 82% of buyers, it is important that a brand's values coincide with their own.
For example, it is important for consumers that the brand’s products are environmentally friendly, not tested on animals, etc.
And also a striking example of this is the importance for Ukrainians of the company’s position on the war rather than the product itself.
As a conclusion, we would like to note that brands that quickly adapt to new realities, take advantage of new opportunities and follow trends will be able to gain the trust of their audience and stand out among competitors.