Table of Contents
- Introduction
- Generative and Predictive Artificial Intelligence
- People-Led Marketing
- TikTok Will Be Essential for Companies
- Tik Tok for Companies
- Social Media SEO
- Video as the King Format
- Tik Tok Advertising Solutions
- Generative AI Application Examples
- People-Led Marketing Pillars
- Tik Tok Content Diversity
- Social Media as Search Engines
- Google Video Viewability Campaigns
- Video Podcasts and Live Streaming
- FAQ
Introduction
Welcome to the top 5 digital marketing trends for 2024! In this blog, we will explore the latest and most impactful trends that will shape the digital marketing landscape in the coming year. As we dive into each trend, you’ll gain valuable insights and practical strategies to stay ahead of the curve and elevate your marketing efforts. From the rise of generative and predictive artificial intelligence to the essential role of TikTok for companies, we’ll cover it all. So, let’s get started!
Generative and Predictive Artificial Intelligence
Generative and predictive artificial intelligence (AI) is undoubtedly the big trend of 2024, influencing almost all other trends. Predictive AI can anticipate future events in marketing by analyzing data and behavioral patterns, while generative AI focuses on generating content, including text, images, music, video, and audio. In 2024, we can expect new innovations in both predictive and generative AI, leading to increased efficiency and productivity in a wide range of processes and industries.
Predictive AI
Predictive AI can anticipate consumer preferences and desires, such as predicting products of interest based on purchase histories and online activity. Companies are expected to fully exploit predictive AI in 2024 to improve marketing strategies and anticipate future trends.
Generative AI
Generative AI is a great support for marketers in creating original content and seeking inspiration. Advances in generative AI have been incredible, and in 2024, we can expect further evolution in ways this technology can be applied to increase speed, efficiency, and productivity.
Applications
Major platforms, such as Facebook and YouTube, have already announced the implementation of generative AI features for advertising and content creation. These innovations aim to improve the creative experience and efficiency for marketers and creators on the platform.
People-Led Marketing
People-Led Marketing is a new methodology that focuses on four pillars: content, data, technology, and media. By creating and disseminating quality content in various formats, marketers can connect with users and gain insights into their preferences. The use of data to enhance and capitalize on content generation actions is vital for improving consumer experience. It’s important to prioritize the collection of first-party data, which is considered the most valuable and trustworthy. Implementing a robust technological stack and utilizing paid campaigns can further enhance the people-led marketing strategy.
Content
The pillar of content focuses on creating and disseminating a lot of quality content in various formats, created by real people sharing real experiences. The more content you generate, the more you help users connect with your proposal and the more likely you are to get to know them better.
Data
Data plays a vital role in enhancing and capitalizing on all the content generation actions. It is vitally important to create and work with your own database and to collect, analyze, and measure the results of your actions in order to improve them and offer consumers the best possible experience. Prioritizing the collection and compilation of first-party data is recommended.
Technology
Having a robust technological stack that allows for complex integrations and automations to transmit relevant messages on specific channels is crucial for the success of people-led marketing. High levels of technical knowledge become crucial to carry out your business effectively.
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Media
Utilizing paid campaigns to push the best performing organic content can increase the reach of the message and encourage more interaction. A good paid media strategy will allow your company to create and disseminate more attractive ads, capitalize on the consumer’s buying phase, and boost your SEM strategy.
TikTok Will Be Essential for Companies
TikTok is not just a platform for entertainment; it has become essential for companies in 2024. Brands, whether B2B or B2C, need to create a TikTok strategy to reach both professionals and end consumers. Content on TikTok has diversified, stealing traffic from traditional platforms like Google and YouTube. From aspirational fashion and beauty content to product recommendations, TikTok is increasingly becoming a go-to platform for young generations to guide their purchases. With the introduction of new advertising features and initiatives, TikTok is set to solidify its position as an essential platform for companies in 2024.
Tik Tok for Companies
TikTok is not just a platform for entertainment; it has become essential for companies in 2024. Brands, whether B2B or B2C, need to create a TikTok strategy to reach both professionals and end consumers. Content on TikTok has diversified, stealing traffic from traditional platforms like Google and YouTube. From aspirational fashion and beauty content to product recommendations, TikTok is increasingly becoming a go-to platform for young generations to guide their purchases. With the introduction of new advertising features and initiatives, TikTok is set to solidify its position as an essential platform for companies in 2024.
New Advertising Features
TikTok is constantly adding new features to its advertising platform, expanding the options for brands to target and engage with their audience. One example is the new TikTok Out-of-Home initiative that takes the advertising experience beyond the phone screen, allowing brands to leverage TikTok content on billboards, in cinemas, bars, airports, and more. This provides a unique opportunity for brands to amplify their campaigns in physical locations and reach a broader audience.
Diversified Content
The content on TikTok has evolved and diversified, catering to a wide range of interests and demographics. From informative content to lifestyle and entertainment, TikTok has become a hub for diverse content consumption. This presents an opportunity for brands to engage with their audience in creative and innovative ways, leveraging the platform’s unique features and trends to create compelling content.
Social Media SEO
Social media platforms are becoming another search engine, with searches on these platforms increasing dramatically. Almost half of young people use Instagram and TikTok more than Google to search for information about products and brands, causing a decline in search engine queries. This trend will make 2024 the prelude to social networks becoming another search engine, and brands will need to focus on appearing among the first results when users make queries on these platforms. This will influence both organic and paid search efforts, as brands aim to capture the attention of users on social media.
Advertising Spending
Social media is predicted to be the favorite advertising medium by 2024, with spending expected to grow by 12.8% to over $227 billion. Platforms like TikTok are already making efforts to take full advantage of this shift, introducing new features such as search ads to help brands display their ads in search results on the platform.
Video as the King Format
Video is set to be the king format for organic content and advertising pieces in 2024. Brands are expected to focus on video content, including the transformation of podcasts into video podcasts, the use of vertical videos for higher conversions, and the utilization of live streaming. Platforms like YouTube are also introducing new advertising solutions to help advertisers get more views across all video formats.
Video as the King Format
In 2024, video is set to be the king format for organic content and advertising pieces. As a marketer, it’s essential to focus on video content, including the transformation of podcasts into video podcasts, the use of vertical videos for higher conversions, and the utilization of live streaming. Platforms like YouTube are also introducing new advertising solutions to help advertisers get more views across all video formats.
Google Video Viewability Campaigns
Google’s video viewability campaigns allow advertisers to get more views across all video formats on YouTube. These campaigns select high-performing creatives and present them to audiences likely to consider a brand, achieving up to 40% more views and 30% lower cost per view compared to skippable in-stream ads. Vertical videos in campaigns also lead to 10-20% more conversions.
Transforming Podcasts into Video Podcasts
Transforming podcasts into video podcasts has become a popular format, combining audio and video to cater to a wider audience. Platforms like Spotify allow users to choose how they want to consume an episode, whether through video or audio, and also enable content clips to be uploaded to vertical video social networks such as TikTok, YouTube Shorts, or Instagram Reels.
Live Streaming
Live streaming has gained popularity and was the fourth most-watched type of video in the world in 2023. As a marketer, incorporating live streaming into your strategy can help engage with your audience in real-time and create interactive experiences, driving higher engagement and brand awareness.
Tik Tok Advertising Solutions
In 2024, TikTok will be essential for companies, and it offers a range of advertising solutions to help businesses reach their target audience and achieve their marketing goals. Here are some key advertising solutions and initiatives to consider:
New Advertising Features
TikTok is constantly adding new features to its advertising platform, expanding the options for brands to target and engage with their audience. One example is the new TikTok Out-of-Home initiative that takes the advertising experience beyond the phone screen, allowing brands to leverage TikTok content on billboards, in cinemas, bars, airports, and more. This provides a unique opportunity for brands to amplify their campaigns in physical locations and reach a broader audience.
Diversified Content
The content on TikTok has evolved and diversified, catering to a wide range of interests and demographics. From informative content to lifestyle and entertainment, TikTok has become a hub for diverse content consumption. This presents an opportunity for brands to engage with their audience in creative and innovative ways, leveraging the platform’s unique features and trends to create compelling content.
Generative AI Application Examples
Generative and predictive artificial intelligence (AI) is undoubtedly the big trend of 2024, influencing almost all other trends. In 2024, we can expect new innovations in both predictive and generative AI, leading to increased efficiency and productivity in a wide range of processes and industries. Here are some examples of generative AI applications and innovations that we can expect to see in 2024:
Predictive AI
Predictive AI can anticipate consumer preferences and desires, such as predicting products of interest based on purchase histories and online activity. Companies are expected to fully exploit predictive AI in 2024 to improve marketing strategies and anticipate future trends.
Generative AI
Generative AI is a great support for marketers in creating original content and seeking inspiration. Advances in generative AI have been incredible, and in 2024, we can expect further evolution in ways this technology can be applied to increase speed, efficiency, and productivity.
Applications
The application of generative AI extends to major platforms such as Facebook and YouTube, where new features will be implemented for advertising and content creation. These innovations aim to improve the creative experience and efficiency for marketers and creators on the platform. For example:
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- Facebook will implement generative AI features for advertising, focusing on creativity of campaigns, personalized content, and performance improvement.
- YouTube will introduce AI-powered tools to support creators, including AI in YouTube Studio for generating ideas and scripts, instant dubbing for wider audience reach, dream Studio for creating background images or videos, and YouTube Create for simplifying video production and editing.
People-Led Marketing Pillars
People-Led Marketing is driven by four key pillars that form the foundation for a successful marketing strategy:
Content
Create and disseminate quality content in various formats, including real experiences shared by real people. This helps users connect with your brand and gain insights into their preferences.
Data
Utilize first-party data to enhance and capitalize on all content generation actions, and prioritize the collection and compilation of first-party data for improved consumer experience.
Technology
Implement a robust technological stack for complex integrations and automations to transmit relevant messages on specific channels, enhancing the effectiveness of people-led marketing.
Media
Utilize paid campaigns to increase the reach of the message and encourage more interaction, improving the overall effectiveness of people-led marketing strategy and campaigns.
Tik Tok Content Diversity
TikTok has evolved to offer a diverse range of content, catering to a wide range of interests and demographics. From informative content to lifestyle and entertainment, TikTok has become a hub for diverse content consumption. This diversity presents an opportunity for brands to engage with their audience in creative and innovative ways, leveraging the platform’s unique features and trends to create compelling content.
Social Media as Search Engines
Social media platforms are becoming another search engine, with searches on these platforms increasing dramatically. Almost half of young people use Instagram and TikTok more than Google to search for information about products and brands, causing a decline in search engine queries. This trend will make 2024 the prelude to social networks becoming another search engine, and brands will need to focus on appearing among the first results when users make queries on these platforms. This will influence both organic and paid search efforts, as brands aim to capture the attention of users on social media.
Advertising Spending
Social media is predicted to be the favorite advertising medium by 2024, with spending expected to grow by 12.8% to over $227 billion. Platforms like TikTok are already making efforts to take full advantage of this shift, introducing new features such as search ads to help brands display their ads in search results on the platform.
Video as the King Format
Video is set to be the king format for organic content and advertising pieces in 2024. Brands are expected to focus on video content, including the transformation of podcasts into video podcasts, the use of vertical videos for higher conversions, and the utilization of live streaming. Platforms like YouTube are also introducing new advertising solutions to help advertisers get more views across all video formats.
Google Video Viewability Campaigns
Google’s video viewability campaigns allow advertisers to get more views across all video formats on YouTube. These campaigns select high-performing creatives and present them to audiences likely to consider a brand, achieving up to 40% more views and 30% lower cost per view compared to skippable in-stream ads. Vertical videos in campaigns also lead to 10-20% more conversions.
Transforming Podcasts into Video Podcasts
Transforming podcasts into video podcasts has become a popular format, combining audio and video to cater to a wider audience. Platforms like Spotify allow users to choose how they want to consume an episode, whether through video or audio, and also enable content clips to be uploaded to vertical video social networks such as TikTok, YouTube Shorts, or Instagram Reels.
Live Streaming
Live streaming has gained popularity and was the fourth most-watched type of video in the world in 2023. As a marketer, incorporating live streaming into your strategy can help engage with your audience in real-time and create interactive experiences, driving higher engagement and brand awareness.
Video Podcasts and Live Streaming
In 2024, video podcasts and live streaming are set to be key components of digital marketing strategies. Here’s what you need to know:
Video Podcasts
– Transforming podcasts into video podcasts has become a popular format, combining audio and video to cater to a wider audience. – Platforms like Spotify allow users to choose how they want to consume an episode, whether through video or audio.
Live Streaming
– Live streaming has gained popularity and was the fourth most-watched type of video in the world in 2023. – Incorporating live streaming into your strategy can help engage with your audience in real-time and create interactive experiences, driving higher engagement and brand awareness.
FAQ
What is Predictive AI?
Predictive AI can anticipate consumer preferences and desires, such as predicting products of interest based on purchase histories and online activity. It is expected to be a major trend in 2024, used by companies to improve marketing strategies and anticipate future trends.
How is Generative AI used in marketing?
Generative AI is a great support for marketers in creating original content and seeking inspiration. It focuses on generating content, including text, images, music, video, and audio. Advances in generative AI have been incredible, and in 2024, we can expect further evolution in ways this technology can be applied to increase speed, efficiency, and productivity.
How can I apply People-Led Marketing in my company?
People-Led Marketing consists of four key pillars: content, data, technology, and media. By creating and disseminating quality content, utilizing first-party data, implementing a robust technological stack, and utilizing paid campaigns, companies can effectively implement a people-led marketing strategy.
Why is TikTok essential for companies in 2024?
TikTok is essential for companies in 2024 due to its diverse content, new advertising features, and initiatives. With content on TikTok stealing traffic from traditional platforms like Google and YouTube, companies can reach a wider audience and engage with their target market through creative and innovative content.
What are the key trends in Social Media SEO for 2024?
Social media platforms are becoming another search engine, with searches on these platforms increasing dramatically. As a result, video is set to be the king format for organic content and advertising pieces in 2024, with advertising spending expected to grow significantly on social media platforms.