By using social media as a strategic playing field, brands came increasingly closer to their audiences over the past year. In 2024, AI accelerated creative, short-form video became the norm, and the power of user-generated content was reaffirmed. To inspire you, I take a closer look at the six most important trends that have helped companies this year to be seen and connect more with their target group.
#1: User-generated content (UGC) as the secret ingredient
Content shared by users themselves is worth gold. Whether it is a photo, video or review, user-generated content (UGC) makes brands more accessible and human. More and more companies are choosing to distribute content created by their own community. This not only involves customers, but also serves as a source of inspiration for others. This priceless authenticity creates trust and creates a better connection between brand and consumer.
Do it like this PostNL, TUI and Lidl that:
#2: AI as a creative power source
Artificial intelligence is no longer a thing of the future; it now plays a leading role in the online strategy of brands. AI makes it possible to develop and execute hyper-targeted visuals, copy and even entire campaigns. Of course, the rise of AI also brings challenges: the line between personalized content and privacy is becoming increasingly thin.
But brands that use AI in a responsible and ethical manner gain valuable insights into their followers and can increasingly respond to their needs and interests through AI-personalized advertisements, for example.
Also see this example from HEMA:
#3: Short-form video conquers the timeline
Nowadays it’s short, sweet and straight-to-the-point – and that certainly applies to video. Platforms like TikTok, Instagram Reels and YouTube Shorts have shown that a few seconds are enough to leave a lasting impression. Brands that focus on short-form videos with impactful and catchy content see their engagement go through the roof. The secret? The art of telling your story in a flash.
See also these examples from bol, Samsung and VUE:
#4: Social media fully competes with TV commercials
The reach figures on social media continue to rise, and thanks to targeted targeting, high involvement and direct interaction options, social media is difficult to surpass by television in many areas. Where TV traditionally excels in mass reach, platforms such as TikTok and Instagram offer a lightning-fast route to millions of views through short videos – often within a few hours.
Depending on the target group and the purpose of the campaign, social media can now compete with TV advertisements as a full-fledged and sometimes even more effective advertising channel.
Below I share examples from: HEMA (1.7 million views) and Upfront (2.1 million views).
#5: Authentic content
The more authentic, the better. There is a clear shift on social media: the perfect feeds are making way for raw, unfiltered images. Brands are discovering that this unadorned content is more appealing and consumers identify with it better. This trend emphasizes the need for authenticity and humanity in brand communication.
Be inspired by Marktplaats and Duo Penotti:
#6: Influencers as a permanent fixture in the brand strategy
Influencers are no longer the icing on the cake, but a fixed ingredient in every successful brand strategy. Brands are committed to long-term partnerships with influencers who really suit them. It is not the reach, but the authenticity of the collaboration that creates impact. Consumers immediately see when an influencer sincerely supports a brand; ‘one-off’ collaborations are increasingly making way for long-term partnerships that benefit both brands and influencers.
Here too, great examples from PostNL and HEMA:
Harness the power of social media
In short, what we learned from 2024 is that a strong social media strategy is about leveraging trends such as AI, short-form video, and UGC, and that authenticity and long-term partnerships with influencers are indispensable building blocks. If you align your strategy with these trends, you will be able to increase both your visibility and your engagement with the public. Look at your own goals, sharpen your strategy and use the power of social media to make your brand more accessible, more human and more relevant.
Source: www.frankwatching.com
