The Top 5 B2C Marketing Trends of 2024 [New HubSpot Blog Data + Expert Insights]

In 2024, 43% of B2C entrepreneurs plan to extend their advertising and marketing funds.

The query is: The place is that funds going? Will entrepreneurs reinvest in the identical methods or strive new tendencies?

To know what tendencies B2C entrepreneurs are leveraging in 2024, we surveyed 1,460 world advertising and marketing professionals working in B2B and B2C firms.

From influencer advertising and marketing to short-form video, there are such a lot of efforts manufacturers can concentrate on. Let’s have a look at what our newest analysis says about what labored properly for B2C entrepreneurs this 12 months and the place they plan to put money into 2024.

1. Brief-form video content material shall be a high precedence for B2C entrepreneurs.

Short-form video took off in early 2020 and reveals no indicators of slowing down.

Again then, TikTok was the primary place to go for short-form content material. Immediately, Instagram Reels and YouTube Shorts are additionally competing for customers’ consideration.

That is excellent news for manufacturers, as short-form video pattern content material resulted within the largest ROI for entrepreneurs in 2023.

Moreover, 34% of B2C entrepreneurs mentioned short-form video is the #1 pattern they plan to put money into in 2024.

Why now? Nicely, short-form video is a key function in social media right this moment.

Last Crumb, an LA-based home made cookie firm, is an efficient instance of a B2C model dominating short-form video. They’ve over 200K followers and over 2 million likes on TikTok, and their movies are light-hearted and enjoyable, with a wholesome mixture of user-generated movies and studio-produced clips:

Finally, short-form video is a strong technique for reaching new audiences.

As Director of Analysis & Coaching at Blue Frog, Jillian Streit, informed me: “For the generations that favor to pay attention and watch their content material, short-form movies provide a singular alternative to showcase your model persona that’s harder to do by imagery or textual content. With storytelling and just a little humor, you possibly can join along with your viewers extra personally and generate longer-lasting loyalty in your prospects.”

Streit provides, “Organizations that promote tangible merchandise ought to make the most of short-form movies to rapidly and effectively showcase key options and makes use of of your merchandise.”

Immediately, with so many platforms providing in-app purchasing experiences and superior advert codecs, manufacturers can meet extra of their advertising and marketing targets.

2. B2C entrepreneurs will lean into mobile-friendly web site design.

34% of B2C entrepreneurs say mobile-friendly web site design is the highest pattern they’re targeted on in 2024.

To know why mobile-friendly internet design issues a lot for B2C manufacturers, I spoke with Bill Lorimer, Affiliate VP, Ecommerce at SmartBug Media.

Lorimer informed me, “Cell-friendly design is greater than only a buzzword – it’s an important technique to remain forward of the competitors and guarantee a optimistic digital expertise on your model. Prioritizing cell optimization turns your e-commerce web site right into a magnet for on-the-go consumers, providing them a seamless and fulfilling expertise whatever the gadget they’re utilizing.”

He provides, “Cell-friendliness isn’t simply in regards to the front-end expertise, both: Engines like google additionally prioritize mobile-friendly websites over ones that aren’t. Finally, investing in cell optimization interprets into elevated visitors, increased conversion charges, and higher income era, making it a basic technique for the success of your model in right this moment’s digital panorama. If this isn’t a precedence on your model, be prepared for difficult occasions forward.”

Uncertain the place to start? Check out our guide on optimizing your site for mobile users.

3. B2C entrepreneurs will turn out to be obsessive about creating content material that displays their model’s values (e.g. social duty).

Manuela Gaitan, Head of Advertising at Awtana, informed me: “There was a rising pattern in direction of creating content material that displays a model’s values, significantly these centered round social duty. Whereas this method will not be as widespread as focusing solely on product options or way of life imagery, it is proving to be a worthwhile funding for B2C firms.”

Gaitan believes there are three causes creating content material that displays model values is essential for B2C entrepreneurs. As she places it:

• Aligning advertising and marketing content material with a model’s values helps set up a deeper emotional reference to shoppers. By showcasing a dedication to social duty by content material, firms can resonate with their target market on a extra profound degree, fostering loyalty and belief within the course of.
• Speaking model values in advertising and marketing content material can set an organization other than its rivals in a crowded market. By highlighting these values, B2C firms can carve out a definite id for themselves, attracting like-minded shoppers who’re drawn to their mission and function.
• Investing in content material that displays model values can have long-term advantages for a corporation’s popularity and backside line. By demonstrating a real dedication to social duty by their content material, firms can improve their popularity as moral and socially aware entities, which might translate into elevated buyer loyalty and optimistic word-of-mouth.

A whopping 46% of B2C entrepreneurs plan to extend their funding in creating content material that displays their model’s values in 2024. As your rivals enhance their investments, you may need to think about doing the identical.

4. Influencer advertising and marketing will reign supreme.

For many B2C entrepreneurs, the ability of influencers is obvious.

In 2023, 54% of B2C entrepreneurs labored with creators or influencers — and 49% plan to extend their investments in influencer advertising and marketing in 2024.

It is because in 2023, influencer advertising and marketing supplied companies one of the best returns. When requested to pick their high ROI driver from an inventory of 26 techniques and techniques, 12% of entrepreneurs selected influencer advertising and marketing — forward of AI/automation and native promoting.

I can personally attest to the ability of influencer advertising and marketing: Virtually each day, I’m buying B2C merchandise from my newest favourite influencer. Most just lately, I’ve purchased skincare merchandise, an Amazon head-scratcher, and a each day vitamin complement — all because of influencer advertising and marketing.

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5. B2C entrepreneurs will lean closely into social promoting.

Talking of my aforementioned on-line purchasing habits: Social promoting shall be large in 2024.

In truth, 30% of B2C entrepreneurs predict it is going to be the highest pattern of the 12 months.

As seen in our Client Traits survey, social media is the future of shopping. Inside Gen Z, Millennials, and Gen X, social media is the popular channel for product discovery. Amongst all shoppers, there’s a rising variety of social media customers who purchase on social media.

That quantity is particularly excessive amongst youthful generations, with 27% of millennials and 22% of Gen Z purchasing products directly in-app.

When figuring out the best way to promote merchandise on social media, it‘s crucial you begin with the platforms on which you have already got a following. As an illustration, in case your model sees excessive engagement on Instagram, it is smart to begin promoting your merchandise to your Instagram viewers, who’ve already demonstrated curiosity in your model.