1. Short-Form Video Content Dominance
Short-form videos on platforms like TikTok, Instagram Reels, and YouTube Shorts are set to continue their reign in 2024. These videos engage viewers quickly and effectively, often leading to significant consumer actions, including purchases. The addictive nature of these platforms, designed to keep users scrolling, has proven incredibly successful in capturing audience attention.
According to a recent survey, 56% of U.S. consumers reported purchasing something based on a TikTok ad, and 36% said they were willing to do so. This trend isn’t surprising given how video content fosters a deeper connection with audiences. Video is a dynamic medium that can convey messages more effectively than text or static images, creating an emotional connection that can drive consumer behavior. Neil Patel, CMO and Co-Founder of NP Digital, highlights that “Video creates a deeper connection with your potential customer base, and it is easy for brands to repurpose video content into podcasts and text-based content.”
The impact of short-form videos on marketing strategies is substantial. Our survey found that 53% of marketers are leveraging short-form videos like TikToks, Instagram Reels, and YouTube Shorts in 2024, with 38% maintaining their previous investment levels. This continued investment underscores the effectiveness of short-form videos in engaging audiences and driving conversions. Only 8% of marketers plan to decrease their investment, indicating widespread confidence in this format.
Long-form videos, while still valuable for providing detailed information about products, brands, or services, often fail to capture the fast-paced attention spans of modern online audiences. Both B2C and B2B marketers have learned that getting to the point with short-form videos can be much more effective. Creating a short-form video takes less bandwidth and resources, and its brevity aligns well with the way people consume content today. This efficiency is likely why platforms like TikTok, Instagram Reels, and Snapchat have experienced rapid growth and increased marketing interest.
For example, Aytekin Tank, Founder & CEO of Jotform, mentioned that their company has been ramping up video efforts on YouTube. They have over 16,000 subscribers and have seen a significant increase in site traffic and signups due to their investment in video content. This case study highlights how even longer platforms like YouTube can benefit from short-form video strategies, showcasing the format’s versatility and effectiveness.
2. Brand Values Reflecting in Content
Aligning content with brand values is crucial for retaining customers and building long-term loyalty. According to Consumer Goods Technology, 82% of shoppers want a consumer brand’s values to align with their own, and 75% have cut ties with a brand over conflicting values. This strong preference for value alignment underscores the importance of brands clearly communicating their stances on relevant issues.
To stay in favor with their target audiences, brands will increasingly showcase their values and stances on topics that matter to their customers. Our survey indicates that 45% of marketers plan to increase their investment in creating content that reflects their brand’s values, and 43% will invest as much as they did in 2023. Only 9% of marketers plan to decrease their investment, highlighting the growing recognition of the importance of value-driven content.
Creating content that reflects brand values requires a deep understanding of the audience and what matters to them. This approach not only helps in retaining existing customers but also attracts new ones who resonate with the brand’s message. Tools like HubSpot’s Blog Ideas Generator can help marketers brainstorm content ideas that align with their brand values. By inputting details about the brand, audience, and desired content, marketers can generate titles and outlines that encapsulate their brand’s tone of voice and values.
3. Native Advertising and Sponsored Content
Native advertising continues to be a valuable strategy for marketers, with 36% planning to increase their investment in 2024, and 56% maintaining their current levels. Only 9% of marketers plan to decrease their investment, reflecting widespread confidence in the effectiveness of native ads. Native advertising involves paying to feature content on a third-party website, designed to blend in and provide value to the audience rather than interrupting their experience.
Unlike traditional ads, which are often perceived as intrusive, native ads seamlessly integrate with the platform’s content, making them more likely to be consumed by the audience. In fact, consumers view native ads over 50% more than banner ads. This higher engagement rate is due to the non-disruptive nature of native advertising, which feels more like a recommendation than a sales pitch.
Examples of native advertising can be found on social media, search engine results, content recommendation platforms, and various campaigns. Instagram, for instance, routinely partners with brands for native advertising. By utilizing features like Instagram Stories or Shop, brands can share posts that look similar to the average user’s content while subtly promoting their products. This approach not only increases brand visibility but also enhances credibility and trust among consumers.
4. Influencer Marketing
Influencer marketing remains a crucial strategy in 2024, with 84% of marketers planning to increase their investment. Influencers were ubiquitous in 2023, promoting various products and services across social media platforms. This trend is expected to continue, driven by the authentic connections influencers can create with their audiences.
One notable influencer marketing campaign in 2023 was by skincare brand La Roche-Posay, which partnered with influencers like Jae Gurley to promote its sunscreen products at the US Open. This campaign effectively leveraged the influencer’s reach and credibility to promote the brand in a relevant context.
Collaborating with influencers, especially micro-influencers, allows brands to tap into niche audiences and build authentic connections. Micro-influencers, with follower counts between 10,000 and 100,000, are often more affordable and yield better engagement rates than macro-influencers or celebrities. Of the marketers who worked with influencers in 2023, 64% partnered with micro-influencers, making them the most popular choice for influencer marketing.
Working with influencers offers several benefits, including increased brand awareness, enhanced credibility, and access to highly engaged audiences. By partnering with influencers who align with their brand values and target demographics, marketers can create compelling and relatable content that resonates with their audience.
5. Leveraging AI in Marketing
Artificial Intelligence (AI) continues to transform the marketing landscape, with 88% of marketers planning to maintain or increase their investment in AI tools in 2024. AI streamlines content creation and various marketing processes, allowing marketers to focus on more strategic tasks. Its applications range from writing blog articles and social media posts to generating product descriptions and summarizing consumer reviews.
AI’s ability to handle repetitive tasks efficiently frees up time for marketers to concentrate on more creative and high-value activities. For instance, Amazon has started using AI to summarize key points from consumer reviews, helping customers make informed decisions while saving them time. This application of AI not only enhances the customer experience but also drives conversions and sales.
Fast forward to 2024, and AI’s role in marketing is set to expand further. Marketers are leveraging AI to create engaging and personalized content quickly and efficiently. AI tools can analyze vast amounts of data to identify trends, preferences, and behaviors, enabling marketers to tailor their strategies to meet customer needs more effectively.
Despite some concerns surrounding the use of AI, its benefits in streamlining processes and enhancing productivity are undeniable. As AI technology continues to advance, it will become an indispensable tool for marketers looking to stay competitive and keep up with growing demands.
6. VR and AR Resurgence
Virtual and augmented reality (VR and AR) are poised for a resurgence in 2024. Back in 2021, 35% of marketers were leveraging AR or VR in their strategies, with nearly half planning to increase their investment in 2022. However, by 2023, more than a quarter of marketers (27%) planned to stop using VR and AR altogether.
The landscape is shifting again, with 84% of marketers planning to invest as much as they did the previous year or more in 2024. Only 13% plan to decrease their investment, indicating renewed interest in these technologies. The initial decline in VR and AR adoption was likely due to the high cost of equipment and the bulkiness of headsets. However, as VR glasses and AR apps become more accessible and affordable, these technologies are experiencing a comeback.
VR and AR offer immersive experiences that can captivate and engage audiences in innovative ways. They provide unique opportunities for brands to create memorable interactions and showcase their products or services in a virtual environment. As technology continues to evolve, VR and AR will become more user-friendly and integrated into mainstream marketing strategies.
For example, VR can be used to create virtual showrooms where customers can explore products in a 3D environment, while AR can enhance the shopping experience by overlaying digital information onto the physical world. These technologies can also be used for virtual events, training, and interactive storytelling, offering endless possibilities for creative marketing campaigns.
Key Takeaways
- Short-Form Videos: Dominating the marketing landscape, short-form videos on platforms like TikTok, Instagram Reels, and YouTube Shorts are highly effective in engaging audiences and driving conversions. Marketers are increasingly investing in this format to capture the fast-paced attention spans of modern consumers.
- Value-Driven Content: Aligning content with brand values is crucial for retaining customers and attracting new ones. Brands are investing more in creating content that reflects their values and resonates with their target audience.
- Native Advertising: Native ads blend seamlessly with platform content, making them more engaging and less intrusive than traditional ads. Marketers are continuing to invest in native advertising to reach new audiences and build trust.
- Influencer Marketing: Influencers, especially micro-influencers, play a vital role in marketing strategies. Collaborating with influencers helps brands tap into niche audiences and create authentic connections.
- AI in Marketing: