The power that social media holds in this technology-focused era is quite remarkable. Since it’s constantly evolving with new platforms, algorithms, and user behavior monitoring features, businesses need to keep up with the latest trends to remain competitive.
DataReportal found that as of October 2024, there are 5.22 billion active social media users worldwide. This proves the invaluable opportunity for companies to put their business in front of a global audience.
In this article, we’ll explore the top eight social media marketing trends to help you build a strategy that’s impactful to today’s audience.
1. Artificial Intelligence (AI) and automation
Using AI and automation is one of the leading digital marketing trends providing remarkable businesses growth opportunities. These tools have enabled brands to operate more efficiently and connect with their audience better.
Faster and smarter content creation
One of the biggest challenges for marketers is to produce engaging content consistently. With AI tools like ChatGPT and Jasper AI, brands are overcoming this roadblock by automating content creation without compromising quality.
These tools even allow you to ask for suggestions for campaign themes, hashtags, and post ideas based on your target audience and trending topics.
Drafting captions and blog posts
Businesses can generate compelling headlines, product descriptions, and social media captions in seconds. For example, Jasper AI can quickly produce pre-set templates for social platforms based on the details you provide while ensuring the ideal tone and length.
Scaling content production
AI tools enable brands to repurpose existing content into multiple formats. You can turn a blog post into a short-form video, an infographic, or a bite-sized social media post.
Tools like Lumen5 even automate turning blog text into a video, saving hours of production time.
Example scenario
With an AI tool, you can produce a month’s worth of engaging Instagram posts, complete with captions and hashtags, in under an hour.
This frees up your time so you can focus more on creativity and strategic planning while maintaining a consistent social media presence.
Personalized ads that convert
AI tools offer targeted advertising that speaks directly to individual preferences.
Platforms like Meta AI make advertising on Facebook easier by leveraging data from user behavior, search patterns, and purchase history. This enables brands to deliver ads to people who’ll most likely take action.
Behavior-driven targeting
AI analyzes audience behavior and preferences to predict what users might need next. This helps brands create ads that can guide and entice them to make a purchase or hire a service.
For instance, say you’re selling wrestling shoes. With behavior-driven targeting, you can target individuals who’ve visited wrestling websites or those who frequently engage in combat sports on social media.
Automated ad optimization
AI-powered platforms automatically test different ad formats and optimize them based on real-time performance. They figure out which one performs better based on engagement, reach, and conversion. Then, they show the better-performing ad more often. This ensures businesses get the best return on investment (ROI) without manually tweaking campaigns.
Audience segmentation
With AI tools, you can categorize audiences into groups based on shared interests and behaviors. Because of this, your business can create meaningful connections with your target market. This segmentation can improve marketing efficiency since it makes it easier to create relevant and timely ads.
Enhanced social media management
AI chatbots simplify social media management while delivering real value to your customers. You can integrate these bots into your business profile to engage with your audience quickly and efficiently.
With AI chatbots, you can:
- Automatically reply to messages. When users send inquiries through direct messages, the chatbot can instantly respond with pre-set answers about store hours, pricing, or product availability.
- Send product details through comments. When users comment on a post asking for information about a product, chatbots can recognize the request and respond with links, prices, or purchase instructions.
- Boost engagement. Bots can actively initiate conversations with users by sharing promotions, reminding followers about limited-time offers, or inviting them to events. These make your social media presence feel interactive.
Maintaining trust through transparency
While AI tools offer numerous benefits, brands need to be transparent about automation usage. Consumers appreciate honesty and want to know when they’re interacting with AI.
Let customers know upfront if they’re talking to an AI-powered chatbot. Set the right expectations with a simple “Hi, I’m your virtual assistant.”
Apart from that, you should also prioritize data privacy. Customers are growing aware of data privacy issues, so it’s best to choose AI tools that follow privacy laws like the General Data Protection Regulation (GDPR).
Lastly, the most important thing to remember when using AI is that it should support, not replace, human creativity. Your AI-generated content should still reflect your unique brand voice. Add a human touch, such as personal anecdotes or humor, to keep the material authentic.
2. Micro-influencers
Influencer marketing is another one of the top social media trends that you should consider. Here, micro-influencers (1k-100k followers), specifically, have recently become popular due to the impressive results they deliver.
According to Statusphere, businesses are working with 33% more micro-influencers every year. This is because they help companies build genuine relationships with their following.
How do you partner with the right micro-influencers?
There are a lot of ways you can collaborate with micro-influencers effectively. Use the following tips to ensure the ones you work with can bring the results you seek.
Identify influencers who match your niche
Look for influencers whose content aligns with your brand’s industry and values.
For example, if you run a sustainable skincare brand, you could partner with micro-influencers who are passionate about eco-friendly beauty products.
Check their authenticity and engagement
Followers aren’t everything. Focus on their comments, likes, and shares to gauge how actively their audience interacts with them. Avoid influencers with inauthentic followers or low-quality engagement. This is where Upfluence can come in handy. It checks fake followers on Instagram to separate genuine engagement from manipulated numbers.
Build long-term relationships
Micro-influencers thrive on genuine partnerships. They understand their audience and can foster intimate engagement. This allows creative freedom, so their audience connects with your brand naturally. It also ensures that your business is promoted efficiently, which leads to impressions, clicks, and interactions. Plus, their affordability (larger influencers charge a lot more) can ensure that your message can be disseminated without breaking the bank.
Start small and scale up
When working with micro-influencers, it’s best to start small, with about two to three, and analyze their engagement rate. Also include saved posts, follower growth, website visits, and overall impact on brand awareness.
If you see improvements in the said indicators while maintaining quality and authenticity, consider scaling up.
3. The rise of social media platforms and short videos
Social platforms like TikTok Shop, Instagram Shop, and Facebook Marketplace are revolutionizing the whole marketing sector, particularly eCommerce. They create a seamless and immersive user experience (UX) by enabling customers to shop directly within apps.
This trend works because it eliminates challenges in the buying process. Shoppers can scroll, see a product they like, and purchase it within minutes, all without leaving the app. Additionally, short-form videos have contributed to impulse buying. They encourage consumers to create, share, and interact with sellers. Giving the latter opportunities to promote their products.
TikTok is in the lead, as Demandsage’s data reveals that it currently has an estimated 2.05 billion active users worldwide. Its algorithm promotes content based on user behavior, making it easier for creators and brands to go viral.
YouTube is traditionally known for long-form content however, they’ve now embraced short videos. Based on The Social Shepherd’s statistics, they have 1.5 billion active users engaging with YouTube Shorts every month.
For businesses, this means fewer abandoned carts, higher conversion rates, and stronger engagement with their audience. This strategy proves to be effective as eMarketer projects US social commerce sales surpassing the $100 billion mark by 2025.
Tips for leveraging social commerce
If you want to take advantage of this growing trend, you can optimize your social commerce strategy with these suggestions:
Optimize your social media profiles for shopping
Include a professional bio, a recognizable profile picture, and a link to your shop or website. Then, add product catalogs to your social platforms to enable easy browsing and purchasing.
Create engaging product videos and interactive ads
Short, eye-catching videos are essential to grabbing attention. Show your products in action by making demos, tutorials, or behind-the-scenes content.
In addition to that, use interactive features like polls, stickers, and Q&A sessions to keep customers engaged during live shopping events or product launches.
4. Short-form video format
With attention spans shrinking, short-form videos engage social media users successfully because they’re quick, relatable, and easy to consume.
By tapping into platforms dominating the social media landscape, businesses can connect with audiences in a way that feels personal, authentic, and memorable.
Brands succeeding with short-form videos
- Duolingo. The language-learning app has become a TikTok sensation by creating quirky, relatable videos featuring its owl mascot. This has helped them engage a younger audience and boost app downloads.
- Gymshark. The fitness apparel brand uses Instagram Reels to share workout tips, motivational content, and customer stories. Their short-form videos drive high engagement and increase brand loyalty.
- Nike. Nike uses TikTok and YouTube Shorts to share inspirational athlete stories, product demos, and interactive challenges. These types of content keep their audience engaged consistently.
Strategies for creating thumb-stopping content
Producing attention-grabbing short videos might require a lot of practice. Here are a few strategies you can use to be more effective:
Use trending audio or challenges
Follow what’s trending on TikTok or Instagram Reels and use popular audio clips or challenges for your content.
For example, a bakery could use a trending dance challenge to highlight their baking process while keeping it fun and engaging.
Prioritize visuals and pacing
Start with an eye-catching sequence in the first three seconds to hook viewers. Then, keep your video fast-paced with snappy cuts, engaging transitions, and compelling visuals.
Educate or entertain
Social media users love content that adds value or makes them laugh. Share quick tips, relatable humor, or fun facts to keep your audience coming back for more.
5. Long-form content
You might not have thought that long-form content would make it to the list of current social media trends. However, it’s making a strong comeback, as it’s proven to complement social media marketing.
Contrary to popular belief, short-form content hasn’t eliminated the need for more information. Instead, it has created a demand for complementary formats that add value to the user’s journey.
This means brands don’t have to choose one or the other. A mix of both ensures you’re meeting your audience’s needs, whether they’re scrolling for quick inspiration or diving deeper into research.
Blogs
Detailed blog posts help businesses share product features, answer customer questions, and rank higher in search engines. A comprehensive “how-to” guide, for instance, can attract organic traffic and keep readers engaged longer.
You should post snippets or highlights from your blog on your social media pages. You can do this by breaking your blog into smaller pieces, such as tips, quotes, or infographics, and sharing them as standalone posts.
Then, use creative captions for these posts to grab users’ attention. Include calls-to-action (CTAs), such as “read more here,” along with their designated blog post links.
Utilize bio links, which have become powerful tools for brands. They are subtle ways of aligning social media campaigns across all channels. You can use the links on Instagram or TikTok to promote products or services. They can also act as CTAs for social media posts.
Podcasts
Podcasts offer a conversational format that feels personal. Brands use this channel to discuss industry trends and share success stories, which build customer loyalty and online authority.
Consider sharing teaser clips, soundbites, or behind-the-scenes moments from your podcast to create excitement and attract listeners. For example, you can share a 30-second snippet on Instagram Reels with a link to the full episode.
You can also use social media to ask followers what topics they’d like you to cover in your podcast. This interaction builds engagement and ensures your content resonates with your audience.
Webinars
Live webinars allow companies to educate their audience while interacting in real time. They’re ideal for explaining complex topics or showcasing products in action.
Create social media event pages, countdown posts, or reminders for your upcoming webinar. You can also post Instagram Stories or Tweets about key points during the webinar to attract more attendees.
After the event, you should share highlights or short clips on social media to maximize their value. A one-minute video summarizing the webinar’s main takeaways can continue driving engagement long after the event.
Long-form videos
YouTube tutorials, interviews, and case studies can provide valuable insights for viewers. These enable businesses to connect with potential buyers who want more than surface-level content.
Promote your videos by uploading teaser clips or highlights on social media with links to the full versions. It also helps to add subtitles to these snippets to ensure your content is accessible and keeps viewers engaged. Lastly, use clear CTAs asking viewers to share your videos to expand your reach organically.
How do you balance short and long-form content?
Promote brand awareness
Use TikTok videos or Instagram Reels to grab attention and drive traffic. Quick and engaging content introduces your brand to new audiences.
Supply additional information
Once you’ve captured their interest, use long-form content to educate your viewers. Leverage it to answer their questions, address issues, and establish your expertise.
Entice conversions
Case studies or in-depth product demos help convert viewers into returning customers. These formats allow you to show how your solution benefits them, which will encourage a purchase or subscription.
6. Data-driven personalization
Data-driven personalization enables you to have clear insights into your audience’s behavior, preferences, and interests. This approach ensures your campaigns, content, and ads resonate with them.
The role of analytics tools in understanding audience behavior
Google Analytics 4 (GA4)
GA4 helps businesses understand user journeys to optimize their marketing strategies. With this analytics tool, you can collect specific data that will help you make more informed decisions.
Key features
- Provides insights into real-time data so you can monitor how audiences engage with your content at the moment.
- Offers predictive metrics like audience demographics, online behavior, and interest. They can help identify customers who’ll most likely complete a transaction.
- Compare key performance indicators (KPIs) like web referral traffic, in this case, social media posts, to modify campaigns. By doing so, you can outperform competitors and achieve sustainable success.
Use this tool to:
- Determine which social media channels direct the most traffic to your website.
- Track how long users stay on specific website pages that you linked from your social media post and optimize your content to keep them engaged.
- Decide which strategy, like launch promotion or live product demonstration, would give maximum brand buildup.
Example scenario
You’re an online retailer who notices that Instagram ads generate the most traffic to your website. However, you find that users often leave without purchasing.
Using GA4’s funnel exploration, you can identify drop-off points and adjust your checkout process to reduce cart abandonment.
Google Trends
Google Trends shows what topics are trending globally or in specific regions. This feature allows companies to align their content with what people are actively searching for. It can even prepare them for industry changes and shifts in consumer behavior. Such an advantage is essential since adaptability is the name of the game when doing business.
Key features
- Monitors search volume for related topics and queries, helping you spot seasonal trends or sudden interest spikes across the globe or city-level geography.
- Identifies which keywords have rising interest rates. This can be handy if you want to make the most of terms and topics closely related to your business.
Use this tool to:
- Research trending keywords you can incorporate into your blog posts, social media campaigns, and product descriptions.
- Align your content strategy with seasonal surges. For instance, you can create ad campaigns built around increased searches for “gift ideas” during the holidays.
- Stay competitive by taking advantage of emerging trends before they peak and prepare for industry changes as they happen.
Example scenario
Suppose you run a fitness company and use Google Trends; you then spot a growing interest in “at-home yoga routines.” With this information, you can produce content around that topic to attract new customers to your page.
BuzzSumo
Apart from making influencer collaborations easy to find, BuzzSumo also specializes in analyzing content performance across various platforms.
Key features
- Records the performance of blogs, videos, and social media posts based on shares, likes, and comments.
- Offers advanced analysis by showing which content performs best for your competitors.
- Highlights content that continues to drive traffic and engagement over time.
Use this tool to:
- Research which types of content (e.g., listicles, how-to guides, videos) perform best in your industry.
- Find trending topics that are gaining traction on social media to shape your content calendar.
Example scenario
You own a small bakery and use BuzzSumo to find trending content about “easy bread recipes” on social media.
You notice a viral recipe video format and create your own version showing your signature bread-making process. By jumping on this trend, you can attract new followers and customers.
7. User-Generated Content (UGC)
UGC is one of the most effective ways to connect with your audience. It includes customer reviews, testimonials, photos, and videos shared by real people who’ve used your product or service.
This type of content builds trust because it feels authentic and relatable, making it more impactful than traditional ads.
How does UGC drive trust and engagement?
Builds credibility
When people see real customers sharing their positive experiences, they’re more likely to trust your brand. Instead of polished brand campaigns, reviews and testimonials can make the difference between someone hesitating and making a purchase.
Boosts engagement
UGC encourages discourse. For instance, a photo shared by a customer can spark likes, comments, and even new content as others jump in to share their experiences.
Creates a community
By featuring your audience’s content, you make them feel valued. It shows that you listen to their needs and feedback, which strengthens their loyalty to your brand.
Actionable tips for motivating UGC
Encourage followers to share their experiences
Request customers to post photos or videos with your product and tag your brand. Offer them incentives like discounts, giveaways, or features on your page to motivate participation.
Run hashtag campaigns to curate content
Make a unique and catchy hashtag for your brand or campaign, like #MyBrandStory or #StyledBy [YourBrand]. Then, promote the hashtag across your social media profiles and encourage users to include it when posting about your product.
8. Refining the process
Social media users are constantly searching for content that aligns with their interests. By optimizing your presence on social platforms, you make it easier for them to discover your brand, engage with your content, and become loyal customers.
Additionally, this approach helps your business stand out in crowded social media feeds. Incorporating strategic keywords, hashtags, and profile enhancements can increase likes, comments, shares, and clicks, which keeps you ahead of competitors.
Essential tips for Social Media Marketing (SMM)
SMM isn’t a one-time effort; it’s an ongoing process that adapts to trends, algorithms, and audience behavior. Boost your content’s visibility and impact with these methods.
Keyword optimization
Similar to traditional Search Engine Optimization (SEO), keywords are essential for SMM, too. Research what your audience searches for on social media using tools like Google Trends or BuzzSumo.
Then, incorporate these keywords naturally into your posts, captions, and bios. A makeup brand, for instance, could use terms like “makeup tutorial” or “how to do a smokey eye” to attract aspiring makeup artists.
Profile optimization
Write a clear bio that explains what your business does, includes keywords, and provides a link to your website. It also helps to include a CTA to encourage clicks, such as “Shop now” or “Book your free consultation.”
Content strategy
Post a combination of original and curated content to keep engaging your audience. You can share “how-to” videos, infographics, or testimonials along with trending industry news.
Apart from that, use eye-catching visuals and optimize your headlines to grab attention. Test different headlines to see which performs best.
Hashtag usage
Hashtags are an effective way to increase reach and discoverability. Utilize popular and niche hashtags relevant to your business.
You can also look at trending hashtags in your industry and monitor influencers to identify which tags your audience prefers. Additionally, avoid overloading your posts with irrelevant hashtags; keep them focused and purposeful.
Engagement
Interact with consumers by responding to comments, liking posts, and starting conversations. Try holding Q&A sessions or organizing contests to invite audience participation.
Upgrade your social media marketing strategy for the new year
Keeping up with these trends might get overwhelming. However, learning to leverage tools like AI or applying strategies like collaborating with micro-influencers will go a long way for your business.
Don’t let the chance pass you up. Start experimenting with your social media marketing strategy now and adapt as you go along your journey.
While you’re at it, explore our separate article on how you can build social media branding for your business.
