Will AI help your social strategy sink or swim? Should you be focusing on more platforms—or fewer? Is your SEO approach still hitting the mark? Can you actually drive real ROI from relationships built on social?

Staying ahead in marketing poses a constant challenge. According to Hootsuite’s Social Trends 2024 Survey, an overwhelming 58% of marketers struggle to keep pace with the rapid release of new features across various networks. It’s a challenge not lost on business leaders, who are recognising its impact on daily operations.

Exploring the latest marketing trends for 2024, we’ve gathered insights from industry leaders such as HubSpot, Forbes, and Hootsuite.

Key takeaways

1. Short-form video

Expect short videos on platforms like TikTok and Reels to keep the engagement levels high.

According to HubSpot’s survey of over 1,400 marketing professionals worldwide, 53% are diving into short-form videos like TikTok’s, Instagram Reels, and YouTube Shorts in 2024. And encouragingly, 38% are maintaining or even increasing their investment compared to previous years.

“Video content forges a strong bond with your potential customer base,” notes Neil Patel, CMO and Co-Founder of NP Digital. “Plus, it’s incredibly easy for brands to repurpose video content into podcasts and text-based formats.”

Looking ahead, the short-form video market is on track to reach multimillion-dollar status by 2030.

2. Value-driven content

Consumers are leaning toward brands that share their values, emphasising the need for content that mirrors brand principles. Consumer Goods Technology reveals that 82% of shoppers seek alignment between a brand’s values and their own, and a significant 75% admit to disengaging with brands when values clash.

3. Native advertising

Unlike traditional advertising, which is designed to interrupt and stand out, native advertising is designed to blend in and promote your brand to a new audience who might otherwise never learn about you.

Because native ads don’t “feel” like traditional ads, consumers are more likely to consume them — in fact, consumers view native ads over 50% more than banner ads.

4. Artificial Intelligence (AI)

In 2023, 48% of marketers reported using AI for content creation, such as writing blog articles, website, and social media copy, as well as landing page CTAs and product descriptions.

Fast forward to 2024, and 88% of marketers plan on investing the same amount or more into leveraging AI this year, and 15% plan to leverage it for the first time.

But here’s the catch, 62% of consumers say they are less likely to engage with and trust content if they know it was created by an AI application.

As AI gets more sophisticated, it may become tempting to pass off AI work as yours. But remember: Social relationships are built on trust. Leading audiences to believe that the content they’re interacting with is human when it’s not is a quick way to break that trust. Not to mention, it could create serious damage for a brand if it’s ever brought to light.

5. Augmented Reality (AR) and Virtual Reality (VR)

Immersive technologies like AR and VR can help to create immersive brand storytelling and consumer engagement avenues. In 2024, it is expected these technologies to integrate with strategic marketing efforts more deeply. E-tailers can improve their brand value and customer experience, for example, by offering virtual try-on experiences.

Content marketing trends

1. Podcasts and audio

82% of marketers plan to maintain or increase investment in podcasts and audio content. Australia’s podcast industry has seen a significant surge in popularity, with downloads increasing by 33% in January 2024, reaching 90.3 million, according to the latest Australian Podcast Ranker.

2. Blogging is going nowhere

92% of marketers plan to maintain or boost investment in blogging. Blogging has been a common marketing strategy since brands started building their websites. One in three marketers leverage their blog or website. On top of that, HubSpot’s research suggested that most consumers read 1-4 blog posts a month and have purchased something from a brand after reading the company’s blog.

3. Case studies for credibility

No matter how it’s done, marketers will still see the value of case studies in 2024. The HubSpot Blog’s Marketing Strategy Survey revealed that 87% of marketers will maintain or increase their investment in case studies.

Social media marketing trends

1. Selling on social media

Instagram, Facebook, and TikTok are enhancing their e-commerce features to facilitate shopping directly on their platforms. This shift is already impacting consumer shopping habits. For instance, 71% of Gen Z-ers prefer discovering new products on social media. The same is true for 51% of Millennials.

2. TikTok continues to rise

56% of marketers plan to increase investment in TikTok due to its high ROI potential. TikTok will experience even more growth in 2024, as 56% of marketers who currently leverage the platform plan to increase their investment this year, the highest of any social media app.

3. Audience-centric content

56% of consumers think that brands should be more relatable on social, according to our Social Trends Hootsuite’s 2024 Consumer Survey. But don’t just assume your audience knows what you want to see. Grab the opportunity and ask them what they want by means such as hosting Q&As to hear their suggestions. Engage with your audience through Q&As and solicit feedback to create content tailored to their preferences.

So, what to avoid to ensure you’re staying audience-centric on social media?

Too focused on self-promotion
Low-quality content
Infrequent posts
Poor engagement with public comments or direct messages
Difficult to find on social platforms
Absence from social platforms
Slow responses to public comments or direct messages

SEO marketing trends

1. Voice search optimisation

41% of marketers plan to increase investment in voice search optimisation. While understanding search intent has long been crucial in SEO strategies, the landscape is rapidly changing with advancements in AI and conversational search technologies. Today, users interact with search engines in a more conversational manner, leaning heavily on voice search for quick and accurate responses.

2. Shift toward topical authority

Search engines, like Google, are increasingly valuing content that showcases authority, expertise, and trustworthiness, often referred to as “E-A-T.”

Preparing for this shift involves creating engaging, high-quality content that showcases your expertise and builds trust with your audience. Whether it’s through in-depth guides or a rich variety of content covering related topics, the goal is to become the go-to resource within your field.

3. Chatbots for conversational marketing

Chatbots are increasingly becoming an indispensable tool in SEO and conversational marketing. A report from Tidio showed 62% would rather speak to chatbot than wait 15 minutes for a response. Bots provide the perception and dedication of a 1:1 service experience while working with hundreds of customers — enhancing customer interactions and refining user experience.