For marketers and advertisers, 2023 was full of surprises. From Google’s algorithm updates to social media turmoil, new trends were emerging daily.
As chaotic as the situation seemed, though, the big picture had a theme: authenticity. These days, people want advice from brands they trust. If you’re in this group, your marketing campaigns should perform well.
The search for authenticity should continue in 2024, but that’s far from the whole story. Here are four advertising trends you’d be wise to prepare for.
1. Unlabeled AI Content
When it comes to AI in marketing, one major concern is transparency. If you use AI to create content, do you have to note that somewhere?
Contrary to popular opinion, the answer is no. Right now, there are no laws that state you need to label AI-assisted content. Even the Sports Illustrated controversy was about fake writers, not the content itself.
Now, this doesn’t mean you should start pumping out exclusively AI content. AI will be a big part of digital marketing trends in 2024, but it’s still only a tool. You should use it to help your content creators, not replace them.
2. Social Media Search
When you need to look something up, do you go to Google or social media? In 2024, more and more people will start to opt for the latter.
One big reason for this shift is that platforms like Reddit provide more helpful and authentic answers. Social platforms are aware of this trend and are taking advantage of it by adding more search-focused features.
On TikTok, for example, you’ll notice a tool called Keyword Insights. This is a great option for marketers who want to research social media keywords. On top of that, the platform now includes Wikipedia results in its feed.
3. AI-Powered Personalization
If there’s one area where AI can help marketers, it’s personalization. One example: sending a unique marketing email to all newsletter subscribers.
Personalization has always been one of the biggest SEO trends. The challenge was to get enough relevant information about a big group of individuals. With AI, this is no longer an issue.
Platforms like YouTube are taking advantage of AI-powered personalization right now. The more you use them, the more customized your home pages will be. This year, expect more businesses and marketers to follow suit.
4. Video Content Dominance
As far as social media trends go, video has always been big. In 2024, video content will keep expanding across different formats and platforms.
Right now, TikTok’s short-form vertical clips still get the most engagement. That said, there’s a noticeable shift into longer content. Gen-Z viewers, in particular, often go to YouTube for deep dives and fan content.
With how ubiquitous video content is, everyone should give it a try. Take some of your high-performing blog posts and turn them into videos. Then, post these videos on different platforms to see where they perform best.
Keep Track of These Advertising Trends
The bottom line: expect the advertising trends in 2024 to be a wild ride. At the heart of it all, though, it’s all about authentic connections. The above trends are good examples of that!
Struggling to implement new content marketing trends in your campaigns? Our advertising experts at Bloom Marketing can help! Give us a call to learn more about our marketing services!
