(Image Source: offers.hubspot.com)
Social media is all about trends. The platform constantly changes, with new topics and behaviours dictating what gets seen. Those that stay in the loop can capitalise on these trends and boost their marketing efforts.
Based on a 2024 report by HubSpot, there are 10 social media marketing trends that are popular across social media. Whether it’s churning out content with AI or going big on promotional items, these trends helped marketers (1,500 surveyed) achieve their marketing goals.
Here’s what they found:
1. Get Creative
Unique content pays off, literally! Companies that invest in big, creative content saw average or high ROI. This includes long-form videos, podcasts, IG stories and even virtual reality (VR).
Audiences love it when brands go the extra mile to entertain and educate. While it shows dedication to their fan base, it also satisfies the insatiable appetite for creativity.
Creativity is part of our nature, and people are drawn to brands that tell compelling stories. So remember to identify your audience before listing your ideas out—because big wins come from creative campaigns.
2. AI Is a Tool
AI is a tool, not a threat. Contrary to belief, AI in social media is nothing new, dating back to the late 2010s (first virtual assistant on Facebook). Although that didn’t play out too well, it paved the way for smarter AI tools—like what we have today.
71% of social media marketers use AI tools, ranging from ChatGPT to Canva. AI-generated content has allowed marketers to create content effectively and efficiently. In fact, about 87% of social media marketers agree that AI is crucial for success.
It helps businesses write content, generate images, build short-form videos and more. Nonetheless, AI content can lack originality—which is why human creativity is still essential. In other words, AI tools should supplement your ideas, not replace them.
3. Social Media Shopping Is Booming
Social commerce is a must-have. Its popularity rises by 40% yearly, with almost half of Gen Zers and Millennials purchasing directly from social media. 7 in 10 marketers even hire employees for the sole purpose of managing their social commerce.
With platforms like TikTok Shop, Instagram Checkout and Facebook Marketplace, you can “virtually” shop anywhere. Social commerce also brings reviews and social proof into the purchasing experience.
Customers that see real reviews of your products are more likely to buy from you. Apps like TikTok Shop have plenty of features that can leverage this.
This will allow you to create shoppable posts that are engaging and authentic—almost like shopping from a real store!
4. Social Media for Research
Social media has become a platform for research, especially among younger audiences. While search engines are still the go-to, social media is slowly making its mark. Consumers can now discover and evaluate products from their favourite platforms.
TikTok, Instagram and YouTube all offer visually interactive content. This allows marketers to create content that is not only informative but also engaging. Audiences like it when they can consume bite-sized information without going through a whole text.
Using the right keywords can also steer customers to your product or service.
5. Build Active Communities
Social media engagement is everything. Brands that foster strong communities tend to see higher customer interaction and loyalty. This also goes beyond posting consistently—customers want to see their brands actively online.
It’s about sparking conversations and making followers feel like part of something bigger. This becomes even more important for brands with Gen Zs and Millennials (most active users) as target audiences.
From exclusive Facebook groups to interactive Instagram stories, connecting with your audience is crucial. Features like polls, Q&As and live streams can also encourage real-time engagement.
Whatever it is, listening and responding to your audience goes a long way.
6. Use YouTube, Facebook, Instagram and TikTok for the Highest ROI
The big 3 (Youtube, Facebook and Instagram) have dominated the social space for years. The inclusion of TikTok has only expanded the playing field, offering more ways to engage with audiences.
According to HubSpot, these platforms deliver the highest ROI for marketers. YouTube (25%) sits at the top, with Facebook (22%), Instagram (21%) and TikTok (14%) following closely behind.
Chances are your consumers are using one or all 4 of these platforms. Remember to direct your efforts to the most popular ones using both organic and paid content. Analyse your audience with CRM tools to get a better idea of where they came from.
7. Keep Your Videos Short
In an age where attention spans are short, short videos are dominating. Social media users are more likely to watch and interact with a 60-second clip rather than a long, drawn-out video. This has been consistently effective over the years, and it’s easy to see why.
Everyone is guilty of doomscrolling through short videos—whether its YouTube Shorts or Instagram Reels. This numbing effect keeps people on the app, making it a goldmine for marketers.
36% of marketers say short-form videos offer the highest ROI of any format, with one-third of them planning to invest even more.
8. Be Relatable and Authentic
Consumers love seeing themselves in your brand. It makes them feel good, strengthening their connection with your business. Today’s audience, especially Gen Zs and Millennial, value authenticity more than ever.
In fact, 63% of consumers say authenticity is a key factor in deciding which brands they support. This means ditching overly polished content and embracing a more human approach.
Behind-the-scenes footage, user-generated content (UGC) and real customer testimonials help build trust. You should also avoid forcing trends that don’t align with your brand identity. This can backfire or worse, drive customers away.
9. Become a Meme Lord
There’s nothing worse than a brand that “hard sells” on social media (that’s what consumers think of course). Turns out highly produced, product focused content doesn’t do well on social media, and we understand why.
Social media is made up of people that are looking for entertaining, relatable content. 94% of marketers rate memes as having average or high ROI. Even HubSpot tried posting meme-filled content, seeing tons of engagement in the process.
Nonetheless, being funny is not easy. Stay up to date with the latest memes or hire a “meme lord” to run your social media account for the best results.
10. Increase Brand Awareness
Last but not least, the main goal of all businesses should be increasing brand awareness. This is why brands are partnering with influencers and creators, tapping into their audience to gain visibility.
33% of marketers say the main reason they work with influencers is to reach new audiences. Compared to other objectives like driving sales or engagement, simply getting in front of more potential customers ranks the highest.
This shows the power of influencer marketing, and how it can increase brand awareness faster.
Stay Ahead With These Social Media Marketing Trends
Social media is a commodity in many ways. What you post on your socials has the potential to make you tons of money, or at best, put you a step closer to your goals. So don’t neglect these social media marketing trends and stay ahead of the game.
Make the most of your social media posts so you can get the best out of your brand.
Get professional Social Media Marketing with Weave Asia! Contact us to find out more.
