In the ever-evolving realm of digital marketing, staying ahead of the curve is paramount. As we approach the end of 2023, the social media marketing landscape is set to undergo substantial transformations. To harness the full potential of these platforms, businesses must adapt to the latest trends and techniques. In this article, we will delve into the social media advertising trends for 2024 and how businesses can leverage them to achieve their desired results.


Trend 1: Video Dominance Continues

The rapid rise of video content in social media marketing shows no signs of slowing down in 2024. Video engages audiences like no other format, and platforms such as TikTok, Instagram, and YouTube are thriving. While short-form videos dominate, long-form video content still has its place, particularly on platforms like YouTube and LinkedIn. Live streaming is also gaining traction, providing an authentic and interactive way to connect with audiences. Here are some key insights and strategies for businesses looking to leverage this trend to its fullest potential:

1.1 Short-Form Video Content

  • Create Snackable Content: Craft concise and engaging videos that deliver your message within a few seconds to capture viewers’ attention in a scroll-heavy environment.
  • Embrace Creativity: Use music, visual effects, and text overlays creatively to make your videos stand out.
  • Trending Challenges and Hashtags: Participate in trending challenges and use relevant hashtags to increase discoverability.

1.2 Long-Form Video Content

  • Educational Content: Create in-depth, educational videos that showcase your expertise and provide value to your audience.
  • Series or Webinars: Consider creating video series or hosting webinars to engage viewers over an extended period.
  • Engage with Comments: Encourage discussion in the comments section and respond to viewer questions and feedback.

1.3 Stories

  • Behind-the-Scenes Content: Give your audience a glimpse into your company culture, product development process, or day-to-day operations.
  • Product Launches: Use Stories to build excitement and anticipation for new product launches or announcements.
  • Interactive Features: Take advantage of interactive features like polls, questions, and quizzes to engage viewers.

Actionable Tip: Invest in high-quality video production and consider collaborating with influencers to create engaging video content that resonates with your target audience.


Trend 2: Social Commerce on the Rise

Social commerce refers to the practice of buying products directly through social media platforms, without needing to leave the app. It is revolutionising the way consumers discover and purchase products online. As social media platforms continue to integrate e-commerce features, businesses have a unique opportunity to tap into this trend and boost their online sales. Businesses should optimise their social commerce strategies to make the most of this trend.

2.1. The Social Commerce Ecosystem

  • Facebook Shops: Set up a Facebook Shop to showcase your products, and enable customers to browse, purchase, and even contact your business directly through Facebook and Instagram.
  • Instagram Shopping: Utilise Instagram Shopping to tag products in your posts and stories, providing a seamless shopping experience for users.
  • Pinterest Shopping: Leverage Pinterest Shopping Ads to promote your products to users who are actively seeking inspiration and shopping ideas on the platform.

2.2. The Benefits of Social Commerce

  • Increased Sales: By allowing customers to purchase products directly within their preferred social media platforms, you can reduce friction in the buying process, leading to higher conversion rates.
  • Enhanced User Experience: Social commerce provides a convenient and visually appealing shopping experience, with rich product descriptions, images, and customer reviews.
  • Audience Insights: Social platforms provide valuable data and insights about your audience’s preferences and behaviours, helping you refine your targeting and marketing strategies.

2.3. Social Commerce Best Practices

  • Optimise Product Listings: Ensure your product listings are complete and compelling, with high-quality images, detailed descriptions, and accurate pricing.
  • Leverage Shoppable Posts: Create engaging posts that feature your products with shoppable tags or links, making it easy for users to explore and purchase.
  • Use Targeted Advertising: Run targeted ads on social media platforms to reach users who are most likely to be interested in your products.

Actionable Tip: Set up and optimise your social commerce storefronts, create compelling product listings, and run targeted ad campaigns that drive traffic to your online store.


Trend 3: Purpose-Driven Marketing

Consumers today are more socially conscious than ever. Brands that align with meaningful causes and communicate their values authentically are gaining traction. Social media marketing campaigns that showcase a brand’s commitment to sustainability, diversity, and social responsibility are likely to resonate with audiences in 2024.

3.1. Authenticity Is Key

  • Choose a Cause that Aligns: Select a cause that genuinely aligns with your brand’s values and mission. It should be a cause you’re passionate about and willing to support long-term.
  • Transparency: Be transparent about your efforts. Share your progress, contributions, and impact on the chosen cause with your audience.
  • Walk the Talk: Demonstrate your commitment through tangible actions, such as charitable donations, sustainable practices, or ethical sourcing.

3.2. Storytelling with Purpose

  • Humanise Your Brand: Share stories about the people behind your brand, their motivations, and their personal connections to the cause.
  • Customer Stories: Highlight customer stories related to the cause. Showcase how your products or services have made a positive impact on their lives or the community.
  • Visual Storytelling: Use visuals, such as videos, images, and infographics, to convey your message effectively.

3.4. Measuring Impact

  • Donations: Measure the amount of money or resources donated to the cause.
  • Awareness and Engagement: Track social media engagement, website traffic, and brand mentions related to your purpose-driven initiatives.
  • Impact Metrics: Report on the tangible impact your contributions have had on the cause, whether it’s in terms of lives improved, communities supported, or environmental benefits.

Actionable Tip: Identify a cause or values that align with your brand and incorporate them into your social media advertising strategy. Be genuine in your messaging and actions.


Trend 4: User-Generated Content

User-generated content (UGC) is a valuable asset for businesses in the digital age. It involves customers and users creating and sharing content related to a brand’s products or services. UGC is seen as more authentic and trustworthy by consumers, making it a powerful tool for social media marketing. This not only provides social proof but also fosters a sense of community around your brand.

4.1. Encourage UGC Creation

  • Contests and Challenges: Host UGC contests or challenges with enticing prizes. Encourage participants to use a specific hashtag when sharing their content.
  • Reviews and Testimonials: Request customers to leave reviews and testimonials, accompanied by photos or videos showcasing your products or services in action.
  • Incentives: Provide incentives such as discounts, exclusive access, or early releases to customers who create UGC.

4.2. Showcase Authenticity

  • Don’t Over Edit: Avoid over editing or altering UGC. Allow it to retain the unique voice and style of the creator.
  • Diverse Representation: Encourage a diverse range of customers to contribute UGC. This helps in showcasing the broad appeal of your products or services.
  • Share Positive and Constructive Feedback: If a piece of UGC includes constructive criticism, address it professionally and use it as an opportunity for improvement.

4.3. Establish a UGC Community

  • Engage with Community Members: Hold discussions, and foster a sense of belonging among your customers.
  • Social Media Posts: Share UGC on your brand’s social media profiles. Use it to tell stories about your products or services from a customer’s perspective.
  • Engage with Creators: Engage with the creators of UGC. Express gratitude for their support and enthusiasm for your brand.

Actionable Tip: Create UGC campaigns and incentivise customers to participate by offering discounts, giveaways, or featuring their content on your official channels.


Trend 5: Micro and Nano-Influencers

In recent years, influencer marketing has evolved beyond just partnering with celebrities and macro-influencers. Micro and nano-influencers, who have smaller but highly engaged and niche audiences, are gaining prominence in social media advertising. Take a deeper look at this trend and how businesses can leverage it effectively in 2023:

5.1. Understanding Micro and Nano-Influencers

  • Micro-Influencers: These influencers typically have between 10,000 and 100,000 followers. They often have a highly engaged, niche audience and a strong personal connection with their followers.
  • Nano-Influencers: Nano-influencers have even smaller followings, usually ranging from 1,000 to 10,000 followers. Their followers tend to view them as friends or trusted acquaintances.

5.2. Benefits of Micro and Nano-Influencers

  • High Engagement: Smaller followings often result in higher engagement rates. Micro and nano-influencers typically have more authentic interactions with their followers.
  • Niche Expertise: These influencers are often experts or enthusiasts in a specific niche, making them ideal for targeting niche markets.
  • Cost-Effective: Collaborating with micro and nano-influencers is often more cost-effective than working with macro-influencers or celebrities.

5.3. How to Leverage Micro and Nano-Influencers

  • Set Clear Objectives: Define clear objectives and expectations for influencer partnerships. Be specific about campaign goals, messaging, and key performance indicators (KPIs).
  • Creative Freedom: Allow influencers creative freedom to integrate your products or services naturally into their content. Authenticity is key.
  • Disclosure and Transparency: Ensure that influencers disclose their partnerships with your brand to comply with advertising regulations and maintain transparency. 

Actionable Tip: Identify micro and nano-influencers in your industry or niche and collaborate with them to promote your products or services.


In conclusion, the social media marketing landscape in 2024 offers a plethora of opportunities for businesses to connect with their target audiences in innovative and meaningful ways. By embracing these trends and adapting strategies accordingly, businesses can maximise their impact and stay ahead in the competitive digital marketing arena. Keep in mind that staying agile and continuously experimenting with new approaches will be key to success in this dynamic landscape.