2024 Marketing Trends and Predictions
As we step into 2024, I wanted to share some of my predictions for the marketing landscape and how things are going to be shifting in the coming year(s). It’s no secret that we live in an ever-evolving marketing sphere with Instagram’s constant algorithm shifts we’re trying to keep up with, AI technology popping up everywhere, buyer behaviors changing rapidly and that means we need to to stay on top of these changes (or ideally, ahead of the curve) as small businesses to maintain our growth.
I don’t love the term “trends” because honestly, a lot of the predictions I’ve included in this post are actually just best practices and, in my opinion, how we should approach business in general. But I’m a marketer and I wanted to capitalize on an SEO opportunity (see what I did there!) so whether you want to look at these as trends, predictions, or best practices, the truth is: Things are shifting and you need to pay attention and adapt as a small business.
Interactive Content
As you’ve probably noticed, graphics, text, and images are no longer getting the engagement they once did. In 2024, it’s all about interactivity and we can expect to see a surge in interactive content like polls, quizzes, and other types on online experiences.
Small businesses can leverage these tools to not only captivate their audience but also gather valuable insights into consumer preferences and behavior. This allows you to get insight but also allows your audience to feel like they are a part of the experience and your business.
This connection is going to be a very important factor in business growth in 2024.
Ethical marketing vs. manipulative marketing
Obviously we want to always be ethical in our marketing but there are some sneaky marketing tactics that a lot of people use that I personally consider manipulative… and I know a lot of others do too and feels super icky when they try them.
Strategies like pain point marketing or fake scarcity/urgency marketing. Yes, these strategies work but that doesn’t mean they’re right. Pressing on your target market’s pain point can be cruel. Creating false urgency and scarcity is lying and doesn’t feel good.
Yes, acknowledge your target market’s pain points so they know you understand them and what they’re going through and if you do only have limited spots or a time constraint, go for it. It’s really a matter of being truthful.
In a similar vein, being open, transparent, and authentic in your marketing is becoming increasingly important. This helps your target market get to know you on a deeper level and build a relationship with you.
And strong relationships are going to carry you so far in 2024 and beyond.
Value-Driven Marketing
A part of that transparency is leaning into your values as a brand and standing up for what you believe in. People are becoming more conscious and really want to make a social impact with their purchases. You can align with this shift by leading with your values in your marketing. Highlight eco-friendly practices, support social causes, and communicate transparently about your business's commitment to responsible practices. This not only attracts socially conscious consumers but also builds a positive brand image.
Real content over perfectly curated content
We’ve been conditioned over the last however many years that we need to have a perfectly curated vibe, and while I believe that’s still somewhat true for branding purposes, we’re seeing a big shift towards more real and raw content.
Yes, we still want what we share to be on-brand but relatability and connection are the most important factors to consider as we move into 2024, especially with the rise in AI. Everything should sound like you and look like you/your brand but you want to add those human elements and touches into it.
Instagram Stories is a great place to do this. You can give an inside look at your business and little glimpses of your life. You can share behind-the-scenes content and get feedback/input from your audience. You can get more transparent and, dare I say, vulnerable.
Pay attention to what you like to consume in terms of content across all the different platforms you’re on. What makes you stop scrolling to watch a video or read a long caption, etc? Chances are it has a very relatable and human quality to it.
And that’s what I mean by real content over perfectly curated content.
Thought leadership content over “how to” educational content
In 2024, “how to” educational content is out and thought-provoking leadership content is in.
Seriously, 54% of professionals in decision-making roles spend over 1 hour each week consuming thought leadership. But only 71% of those decision-makers say that half or less than half of the thought-leadership content they read or watch gives them any sort of valuable insights. (Source: Edelman)
Thought leadership is one of those buzzwords a lot of people toss around but it can actually be really hard to conceptualize, let alone integrate into your marketing.
When I think about thought leadership, it always comes down to one thing: The person is saying something unique that I don’t often hear in a way that makes sense and in a way that helps me look at something *very* differently.
This should be baked into your brand messaging so it’s easy for you to consistently bring your thought leadership to the surface.
“How to” style content will always have a place but trust me when I say, thought leadership content is going to light your entire business up.
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Overall the biggest themes across marketing in 2024 are going to be an increase in transparency and human-to-human connections. Tailor your content, offers, and experiences to provide a more personalized approach, no matter the platform you’re using. This is going to go a long way with your audience in 2024 and beyond!
Want help with your marketing?
My Strategy Intensives provide you with a complete brand and marketing strategy based on market research and analysis and your own business metrics.
Not sure what you need but know you could use some support? Reach out and I’ll help guide you in the right direction (whether that’s working with me or not!)
