In today’s fast-paced world, social media marketing is constantly evolving, offering marketers new challenges and opportunities.
The year 2023 was full of intense changes in this area, prompting us to consider what trends will dominate in 2024. In this article, we will look at key aspects that may shape the social media picture in the coming year, analyzing new tools, strategies and changing user preferences.
1. Threads – New dimensions of communication
Threads’ debut in the European market
Threads, a tool that competes with traditional social media platforms, debuted in 2023. Group-based communication and more personal content sharing are increasingly important. Instagram users are eager to use the new features of broadcast channels, which is influencing marketing strategies. Threads offers a unique opportunity to build more intimate and engaged communities, which is crucial in an era of information overload. The app is linked to Instagram. So users use the same password and profile name, and most importantly, the same followers stay on Threads as on IG (if they already have a Threads account set up as well). As a result, it is not necessary to build your community from scratch.
Threads – influencers
Popular influencers sare actively using the Threads app, which attracts their Instagram followers. Threads is thus becoming an important tool for both large and smaller online creators, enabling them to create more personalized and engaging content.
2. Subscriptions in Meta
New fee model in Europe
Meta introduced a monthly subscription for access to Instagram and Facebook in November 2023. Users can still use the platform free of charge if they consent to the use of their personal data for advertising purposes. The change comes in response to the growing need to protect users’ privacy and personal data, as well as pressure from regulators.
Impact on small and local businesses
This model may negatively affect small businesses that base their marketing strategies on social media presence. Larger brands will also be affected, which may lead them to reevaluate the ways they reach customers and build engagement.
3. Short video forms
Growing popularity of video
In 2023, more than 90% of marketers used video in their strategies. Short-form video, such as TikTok and Instagram Reels, will continue to dominate the social media landscape in 2024. Video has become an integral part of marketing communications, offering a unique ability to capture the attention and engage viewers.
TikTok – platform development
TikTok will be used by 1.5 billion users per day in 2023, and the average time spent by one user on the app is 850 minutes per month. TikTok is growing all the time. Its flourishing shows the current value of video content, which is short, engaging and easy to read.
4. Influencer Marketing
The industry is increasingly focusing on micro- and nano-influencers who have a high engagement rate with their communities. This shift shows that the largest reach is not always the most important, and that engagement and credibility can matter more.
5. Pinterest
Pinterest has reached a record 482 million monthly active users, with a strong focus on Generation Z. The platform is becoming a visual search engine for ideas and inspiration, opening up new opportunities for brands. This shift indicates the growing importance of visual content in digital marketing.
6. AI in marketing
In 2024, artificial intelligence will become more important in social media marketing. It will be a support in daily operations, as well as a tool for more precise targeting of ads and personalization of content.
Summary
2024 will be a continuation of the trends of 2023, with more emphasis on AI integration, the development of Threads, the dominance of short-form video and the evolution of influencer marketing. Flexibility and adaptability will be key to success in social media marketing. Marketers must be ready for constant evolution and change to stay ahead in the rapidly changing world of social media.
FAQ
What are the main trends in social media marketing for 2024?
Answer: The main trends are the development of Threads, subscriptions in Meta, the dominance of short-form video, the evolution of influencer marketing, the rise of Pinterest and the use of artificial intelligence.
Will Threads replace traditional social media platforms?
Answer: Threads is unlikely to replace traditional platforms, but will become an important addition, offering more personal ways to communicate.
Is it worth investing in marketing on TikTok?
Answer: Yes, given TikTok’s growing popularity and the time users spend on the app, it is worth investing in this platform.
How did influencer marketing evolve after Pandora Gate?
Answer: After Pandora Gate, there has been an increased emphasis on transparency and authenticity in selecting influencers to work with brands, and the vetting process has become more advanced.
