Mastering the art and dynamics of social media isn’t merely a strategy; it’s your most potent tool to draw closer to the key players and target audience in your industry.
As we embrace 2024, understanding the evolving landscape of social media is an essential compass for any brand or individual looking to stay ahead. Let’s explore the upcoming, or rather current, social media trends of 2024, which are indispensable components of digital marketing strategies, set to redefine how businesses connect and thrive in the vast landscape of the internet.
TikTok: Continues to Set the Pace in Video Content
TikTok video content remains a powerful influencer in the realm of video content, with its innovative format and vast user base continuously shaping global social media trends. In 2021, TikTok surpassed one billion active users. Its user base has grown at an exponential rate. In 2023, TikTok’s global user base reached over 1.677 billion, with 1.1 billion of these users actively engaging each month, a 16% rise from the previous year. Originally popular among Gen Z for dance challenges, TikTok has evolved into a multifaceted platform. It now encompasses a range of content including educational material, creative arts, and lifestyle tips. The app also serves as a key marketing tool with features like in-app shopping, live streaming, and branded hashtag challenges, making it essential for brands to connect with customers.
Instagram Reels and Carousel Posts: The Hotspots of Engagement
Short-form video content, particularly Instagram Reels, has become a vital aspect of engagement strategies on social media. Over the past year, engagement rates with these Reels have skyrocketed, making them an integral tool in digital marketing strategies. An interesting finding is that 90% of vertical videos such as Instagram Reel, and Instagram Story have a higher watch completion rate compared to horizontal ones. This heightened engagement underscores why platforms such as Instagram have introduced innovative features, including the ability to reply to comments via video, further enhancing interaction and providing added value to users. On the other hand, carousel posts on Instagram are redefining storytelling in the digital space. These posts have shown a higher engagement rate compared to single-image posts, highlighting their effectiveness in a visually saturated market. Maximizing the use of all ten slides in a carousel post can elevate your engagement rate to above 2%. Combining both images and videos in carousels results in an average engagement rate of 2.33%, which is more effective than using just images or videos alone.
Social Media SEO: An Emerging Search Landscape
Social media platforms are increasingly becoming the go-to for online searches, making social SEO a critical aspect of digital marketing. Brands optimizing their content for these platforms are finding new ways to enhance visibility and engagement. SEO has evolved from keyword and link-building strategies to a focus on quality and social media impact. Initially, websites relied on stuffing keywords and building backlinks, but as search algorithms advanced, Google prioritized quality. This shift led to the prominence of content marketing, particularly in social media, in successful SEO strategies. Hence, businesses wanting better search engine placement should also work on their social media interactions. By understanding how social media affects SEO, they can intentionally connect with social media users and adjust content strategies to boost SEO results. In 2024, success in digital marketing hinges on leveraging the link between social media and SEO, using social engagement to enhance SEO efforts and increase online visibility, traffic, and conversions.
Social Commerce: Merging Shopping with Social Media
The intersection of e-commerce on social media, known as social commerce, is reshaping online shopping experiences. According to an Information Technology Fortune Global 500 company, social commerce will grow three times faster than traditional e-commerce, from $492 billion in 2021 to $1.2 trillion in 2025, this trend is revolutionizing how consumers interact with brands online. Brands have shifted their strategy towards narratives on social platforms that result in better commerce, blending storytelling with sales opportunities and establishing an increased consumer brand presence. Brands that prioritize engaging with their community have seen a significant rise in customer loyalty, underscoring the importance of fostering community.
The Return of Long-Form Videos on Social Media
Contrary to the surge in short-form content, long-form videos are witnessing a resurgence. This video content trend caters to audiences seeking more in-depth and engaging narratives, offering a balance to the fast-paced digital content landscape. Major players are continually extending their maximum video durations. Instagram Reels now allows videos up to 15 minutes, a feature TikTok video content is also reportedly exploring after it recently expanded to three minutes in length. No matter your business type, exploring a mix of both short and long-form video content for your audience is a valuable social media strategy. This method is likely to be beneficial and can result in significant engagement and insights.
2024 is poised to be a transformative year in digital marketing, with trends focusing on engagement, authenticity, and innovation. Staying informed and adaptable to these developments is key for any business looking to make a mark in the ever-changing digital world.
NKR Digital is a tailored digital marketing agency that focuses on the intersection of technology and emotion in delivering Digital Marketing Solutions for SMEs. We provide full-suite digital marketing solutions for clients of various verticals and sizes.
