The Top Marketing Trends of 2024 & How They’ve Changed Since 2023 [Data from 1400+ Global Marketers]

Each time I believe I’ve this entire advertising and marketing factor right down to a science, one thing modifications within the blink of a watch. And in case you’re a marketer like myself, you’ve got in all probability skilled the identical feeling of whiplash as advertising and marketing traits proceed to shift.

Maintaining with the newest advertising and marketing traits isn’t all the time simple. However, to reach the fast-paced advertising and marketing world — and keep a way of relevance along with your viewers — it is important to remain forward of them.

Thankfully, I gathered all the data you want on the newest advertising and marketing traits — straight from trade consultants and HubSpot’s survey of 1,400+ international advertising and marketing professionals — and crafted this information only for you.

Let’s take a deep dive into advertising and marketing traits for 2024, we could?

1. Brief-form Video Content material (TikTok, Reels, YouTube Shorts, and many others.) will proceed to rule.

Who hasn‘t spent means an excessive amount of time scrolling by means of TikTok? I’m not afraid to confess I‘ve purchased garments, pet provides, and different merchandise after watching a number of too many reels, TikToks, and YouTube Shorts. And I’m not alone.

In keeping with a latest survey, 56% of U.S. customers stated they purchased one thing primarily based on an advert they noticed on TikTok, and 36% stated they have been keen to.

“Video creates a deeper connection along with your potential buyer base, and it’s simple for manufacturers to repurpose video content material into podcasts and text-based content material,” Neil Patel, CMO and Co-Founding father of NP Digital says.

So, it‘s no shock our survey discovered that 53% of entrepreneurs are leveraging short-form movies like TikToks, Instagram Reels, and YouTube Shorts in 2024, and 38% are persevering with to take a position the identical as in earlier years.

Solely 8% say they’ll lower their funding.

Lengthy-form movies can supply depth and enormous quantities of details about a product, model, or service to audiences.

Nonetheless, each B2C and B2B entrepreneurs have realized that attending to the purpose with short-form movies can really be far more efficient.

Not solely does it take much less bandwidth to create a short-form video, however this kind of format aligns effectively with the fast-paced consideration spans of on-line audiences in quite a lot of demographics.

That is doubtless why platforms like TikTok, Reels, and — in earlier years — Snapchat have gained fast progress and advertising and marketing curiosity.

“Our firm, Jotform, has been ramping up our video efforts on YouTube. We have now over 16,000 subscribers and have seen an enormous improve in website visitors and signups from investing in video on this platform,” says Aytekin Tank, Founder & CEO of Jotform.

2. Creating content material reflecting the model’s values will probably be key to retaining your clients.

In keeping with Shopper Items Expertise, 82% of shoppers desire a shopper model’s values to align with their very own. Moreover, 75% of shoppers say they’ve reduce ties with a model over a battle in values.

To maintain on the nice facet of their audience, manufacturers will make some extent of showcasing their values and stances on matters which might be related to their viewers.

Our survey reveals 45% of entrepreneurs will improve their funding in creating content material that reveals their model’s values, and 43% will make investments as a lot as they did in 2023. Solely 9% will lower their funding.

3. Native promoting/sponsored content material continues to be helpful.

Greater than a 3rd (36%) of entrepreneurs plan to extend their funding in native promoting in 2024, and 56% plan to proceed investing the identical quantity. Solely 9% say they’re going to lower their funding.

These numbers do not shock me in any respect, contemplating the worth of native promoting.

When your model pays to function content material on a third-party web site, you’re investing in native promoting.

Not like conventional promoting, which is designed to interrupt and stand out, native promoting is designed to mix in and promote your model to a brand new viewers who may in any other case by no means study you.

As a result of native adverts don’t “really feel” like conventional adverts, customers usually tend to devour them — in actual fact, customers view native adverts over 50% greater than banner adverts.

Examples of native promoting might be discovered on social media, by means of search engine outcomes, content material suggestion platforms, or in campaigns.

For instance, Instagram is a well-liked social media community that routinely companions with manufacturers for native promoting.

By profiting from the Instagram Story or Store options, manufacturers are in a position to share posts that look just like the common consumer’s followers’ posting fashion, whereas subtly promoting a product.

4. Influencer advertising and marketing continues to be essential.

Influencers have been in all places in 2023. I could not scroll by means of social media with out seeing influencers selling all types of merchandise. One in all my favourite influencer advertising and marketing campaigns in 2023 got here from skincare model La Roche-Posay.

The model partnered with influencers like Jae Gurley to advertise its sunscreen merchandise on the US Open, the place attendees can be out within the solar to look at the matches.

I do not see this pattern slowing down in 2024, and neither do the entrepreneurs in our survey. 84% of entrepreneurs in our survey (48%) say they may improve their funding in influencer advertising and marketing in 2024, nearly as many as final 12 months (89%).

When entrepreneurs collaborate with influencers and trade thought leaders of their trade, they’ll broaden model consciousness and achieve followers from the influencer’s personal viewers.

Are you nervous collaborating with a well-known influencer might break the financial institution? No drawback!

Micro-influencers with 10,000 to 100,000 followers are a extra reasonably priced answer and often yield more success than if a model have been to work with celebrities or macro-influencers.

Of the entrepreneurs who labored with influencers and creators in 2023, 64% labored with micro-influencers, making them the preferred alternative for influencer entrepreneurs.

5. Leveraging AI will solely improve into the brand new 12 months.

After all, I might be a idiot to exclude the large waves synthetic intelligence made in 2023 and the modifications it should herald 2024.

In 2023, 48% of entrepreneurs we surveyed reported utilizing AI for content material creation, corresponding to writing weblog articles, web site, and social media copy, in addition to touchdown web page CTAs and product descriptions.

Amazon even began utilizing AI to summarize key factors from shopper opinions, undoubtedly saving me from a number of questionable purchases.

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Quick ahead to 2024, and 88% of entrepreneurs plan on investing the identical quantity or extra into leveraging AI this 12 months, and 15% plan to leverage it for the primary time.

AI is particularly well-liked amongst entrepreneurs for its capability to streamline processes and permit entrepreneurs time to pursue different duties or initiatives.

Although there are issues surrounding using AI, if you’d like your organization to stay aggressive in 2024 and sustain with demand, you‘ll doubtless wish to look into leveraging completely different AI instruments in case you haven’t already.

I lately tried utilizing AI to create a TikTok video, and it was surprisingly fast and simple. So, I‘d say it’s price a shot.

6. VR and AR might be making a comeback.

It appears like digital and augmented actuality (VR and AR) might make a comeback in 2024. Again in 2021, 35% of entrepreneurs have been leveraging AR or VR of their methods, and of these entrepreneurs, nearly half deliberate to extend their funding in 2022.

However by 2023, greater than 1 / 4 (27%) of entrepreneurs deliberate to cease utilizing VR and AR altogether.

Nonetheless, solely 13% of entrepreneurs plan on reducing their funding in VR and AR in 2024, and 84% plan to take a position as a lot because the earlier 12 months or extra.

Typically talking, this can be a pattern entrepreneurs might have been slower to undertake attributable to dear gear and hulking headsets. However, as VR glasses and AR apps turned extra accessible, the pattern is experiencing a turnaround.

Content material Advertising Tendencies

Not less than 47% of buyers view three to 5 items of content material earlier than participating with a gross sales rep, and most count on manufacturers to create content material to realize their curiosity. That is why manufacturers worldwide have solely grown their investments in content material advertising and marketing.

However what content material methods are manufacturers investing in? Under are just some traits you may wish to observe in 2024.

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7. Podcasts and different audio content material are nonetheless on the rise.

2023 was a wonderful 12 months for podcasts. In keeping with a 2023 report by Edison Analysis, 42% of People ages 12 and older have listened to a podcast up to now month — up 5% from 2020 and 30% from 2013.

Moreover, 75% of People ages 12 and older have listened to on-line audio up to now month, whereas 70% have listened up to now week, in line with the identical report.

So, after all, entrepreneurs are taking observe.

In our survey, 82% of entrepreneurs plan to both improve or keep their funding in podcasts and audio content material in 2024.

8. Running a blog is not going anyplace.

Sure, the skilled blogger is telling you that running a blog isn‘t going anyplace, however I promise I’m not being biased. 92% of entrepreneurs in our survey plan to take care of or increase their funding in running a blog in 2024.

Running a blog has been a standard advertising and marketing technique since manufacturers began constructing their web sites. However the age of this tactic shouldn‘t be an indication that it’s out-of-date.

In actual fact, running a blog has been used for thus lengthy just because it really works. A lot so one in three entrepreneurs leverage their weblog or web site.

On high of that, our analysis recommended that most consumers read 1-4 blog posts a month and have purchased something from a brand after reading the company’s blog.

Except for offering shopper engagement and potential conversion, blogs additionally supply an important profit to your web site or on-line pages: search discoverability.

Finally, websites with sturdy blogs have extra search potential and may implement web optimization methods a lot simpler than websites that do not.

Give it some thought this manner. Suppose a potential consumer desires to rent a digital accountant, and your agency’s website has a weblog submit highlighting tax ideas or methods your accountants use.

In that case, this particular person may discover your submit or web site through Google search, learn your submit, discover your web site, after which resolve that they wish to contact you for a session or accounting help.

If you have not thought of a weblog by this level however are intrigued by this knowledge, try these sources that will help you construct out your technique:

9. Case research will proceed to drive leads and model credibility.

Greater than 1 / 4 of entrepreneurs (26%) leverage case research as a part of their content material technique, in line with our survey.

Case research assist set up transparency and belief between model and shopper. In addition they supply prospects an extremely deep and unique look into how folks or manufacturers profit from a product, service, or technique.

Some companies place them publicly on their internet pages to steer a possible purchaser as shortly as attainable. Others may gate them as free PDFs that require a lead conversion to be downloaded.

Regardless of the way it’s performed, entrepreneurs will nonetheless see the worth of case research in 2024. Our survey discovered that 87% of entrepreneurs will keep or improve their funding in case research within the new 12 months.

10. Entrepreneurs will proceed to leverage infographics.

If an image paints a thousand phrases, infographics might paint at the least double.

Infographics have the shareability and visible enchantment of a pleasant photograph and are full of useful knowledge and informative info. This makes them extremely participating to internet guests and social media audiences alike.

88% of entrepreneurs say they may improve or keep their funding in infographics in 2024.

Credible knowledge may also help entrepreneurs, bloggers, and content material creators inform compelling and persuasive tales. Why else do you assume we surveyed tons of of promoting professionals to create this content material?

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Social Media Advertising Tendencies

Within the U.S. alone, 90% of the population actively makes use of social media.

That is why social media advertising and marketing is a well-liked channel that is grow to be part of nearly each enterprise’s higher advertising and marketing technique.

Social media advertising and marketing permits you to authentically join along with your viewers on a private degree, humanizing your model.

11. Promoting on social media will probably be much more normalized.

Many social media platforms are vying to grow to be the following go-to procuring vacation spot. Instagram has Instagram Purchasing; Fb has Fb Retailers; and TikTok is testing new e-commerce and partnership options.

This shift is already impacting shopper procuring habits. As an example, 71% of Gen Z-ers favor discovering new merchandise on social media. The identical is true for 51% of Millennials.

So, it‘s protected to say social media procuring will proceed to grow to be the brand new norm this 12 months. Nonetheless don’t consider me? Effectively, nearly half of the entrepreneurs in our survey (47%) will improve their funding in social media procuring instruments.

40% will maintain investing the identical as final 12 months.

12. TikTok will proceed to realize model curiosity.

TikTok will expertise much more progress in 2024, as 56% of entrepreneurs who at the moment leverage the platform plan to extend their funding this 12 months, the very best of any social media app.

Furthermore, nearly 1 / 4 of entrepreneurs in our survey (24%) say TikTok yields the very best ROI in comparison with different social media channels.

Manufacturers have been making an attempt to faucet into the true energy of TikTok because it first started to go viral 4 years in the past. With effectively over 1 billion international customers, TikTok has positioned itself as an app for numerous audiences and entrepreneurs.

After all, in case you assume TikTok is only for youthful demographics, assume once more. 50% of Millennials report visiting TikTok within the final three months, together with 38% of Gen X-ers, in line with HubSpot’s 2022 Consumers Trends Report.

We predict these numbers will proceed to rise as TikTok turns into extra mainstream.

13. Most entrepreneurs will concentrate on three to 5 social media platforms.

On common, entrepreneurs leverage 4 social media platforms of their roles. Facebook is the most used social media platform, operated by 57% of entrepreneurs, adopted by Instagram (55%), YouTube (52%), X (39%), and TikTok (42%).

Managing three to 5 platforms is lifelike.

This vary permits manufacturers of all sizes to broaden their attain to completely different audiences whereas additionally giving social media entrepreneurs a sensible checklist of platforms to grasp with out stretching their bandwidth through the workweek.

Listed below are a number of questions that may enable you decide what number of platforms try to be on:

• What number of social media entrepreneurs are in your group?
• Which social media platforms have audiences that greatest align along with your targets?
• How lengthy will it take to grasp a technique on every platform you are focusing on?
• Are there platforms that will not profit your total advertising and marketing technique proper now?
• Are there any platforms you’ll be able to simply repurpose participating content material between? (corresponding to TikTok and YouTube Shorts)

By asking your self among the questions above, you’ll be able to decide how a lot time your social group and model might want to construct an efficient and fascinating technique on every platform and prioritize which platforms you must concentrate on.

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Search Engine Optimization Advertising Tendencies

92% of entrepreneurs plan on sustaining or growing their funding in SEO in 2024, in line with our survey.

Are you considered one of these entrepreneurs? Have you ever discovered how precisely you propose to enhance your web optimization and natural presence? While you optimize for particular varieties of shopper habits, you may assist what you are promoting grow to be extra discoverable on-line.

14. Net groups will not overlook about video and picture web optimization.

web optimization does not simply contain altering the textual content on a web page. It could additionally embrace selecting and optimizing appropriate movies or photos for a web page to assist it rank in Google photos or search engine video carousels.

Whereas optimizing photos entails compressing information to extend web page velocity and including keyword-optimized alt textual content to a picture, video optimization methods contain embedding a video with an analogous matter or key phrase right into a weblog submit.

At present, 53% of entrepreneurs who leverage web optimization have a technique for optimizing movies and pictures. Of these entrepreneurs, 49% say picture and video optimization is their best web optimization tactic.

15. Hyperlink-building will assist manufacturers develop authority — and search rankings.

When websites with strong rankings start to hyperlink to yours, Google’s crawlers observe that your website may be credible and now have strong authority in your area. This could then trick your Google rating to go up.

This, finally, is the aim of link-building — or getting different websites to hyperlink to yours.

Though writing extremely shareable content material, reaching out to share it with different web sites, or making certain that your submit will get hyperlinks might be time-consuming and difficult, analysis reveals that this effort and time pays off.

Of the 48% of web optimization entrepreneurs that use backlinking and hyperlink constructing, 63% say it‘s their model’s best web optimization tactic,

16. Historic optimization will assist outdated internet pages get new visitors.

As an alternative of creating new concepts, entrepreneurs will take what’s labored up to now and optimize it for the current.

In web optimization, protecting your content material updated and filled with wealthy, participating content material will outweigh older work that wants key phrase relevancy with outdated statistics and hyperlinks.

Not solely that, however taking present content material and repurposing it for a brand new podcast, webinar, or weblog submit might be an environment friendly option to maintain it related in search engines like google.

Whereas one in 4 web optimization entrepreneurs leverage historic optimization of their technique, 29% say that these entrepreneurs use it as an efficient web optimization technique.

17. Voice search optimization might grow to be extra of a precedence.

41% of entrepreneurs plan to extend their investments in voice search optimization in 2024, and I predict it might grow to be extra of a precedence in 2024.

Over 1 / 4 (28%) of entrepreneurs say they may cease leveraging voice search optimization in 2023. Nonetheless, that quantity has dropped to 14% concerning their 2024 plans.

Chances are you’ll be questioning, “How can I leverage voice search optimization?” The reply is easy: by framing your content material round questions.

Give it some thought: these digital assistants reply quick, informational queries corresponding to “Who’s the actor in Mission: Inconceivable?” or “What’s the climate in Boston at this time?” they’ve additionally began to course of extra native, conversational, and customised searches.

These might sound like, “The place’s a close-by espresso store I can work from at this time?” “How late is it open?” and “Do they serve iced espresso?”

Aja Frost, Director of International Progress at HubSpot, says:

“Companies ought to take a look at a subject and say, ‘What questions might customers ask about this?’ Then, they need to plan sub-topics accordingly and search for alternatives to insert questions as headers.

This can permit voice assistants to simply seize questions and acknowledge content material as options.”

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18. Chatbots will proceed to streamline conversational advertising and marketing.

As a lot as I’m a marketer, I am additionally a shopper. And, like most customers, I hate ready. In a report from Tidio, 53% of respondents stated ready too lengthy for replies is probably the most irritating a part of interacting with a enterprise.

That very same report reveals 62% would slightly converse to chatbot than wait quarter-hour for a response.

So, I believe it is protected to say chatbots will probably be leveraged extra in 2024 to maintain up with shopper calls for. Nearly all of entrepreneurs in our survey (58%) say they may improve their funding in chatbots in 2024.

Bots are powered by a pc program that automates particular duties, sometimes by chatting with a consumer by means of a conversational interface.

Synthetic intelligence makes bots attainable, which helps them perceive complicated requests, personalize responses, and enhance interactions over time.

Bots present the notion and dedication of a 1:1 service expertise whereas working with tons of of shoppers — one thing that no customer support consultant or group would ever be capable to do.

To the customers who hate repeating themselves to a number of gross sales or service representatives, hear up — chatbots are and can proceed making your lives simpler.

If used accurately, they handle conversations at scale and combination knowledge from a number of knowledge sources, from calendars to information bases to weblog posts and movies.

Jon Dick, SVP of Advertising at HubSpot, says: “It’s on you to make issues as simple as attainable.”

“Do your consumers wish to use stay chat? You need to give it to them. They’ve had the identical drawback thrice within the final month? You need to already know and have a plan to repair it,” Dick concludes.

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Privateness Advertising Tendencies

19. Manufacturers might want to give clients extra management over their knowledge.

Within the advertising and marketing world, knowledge is extremely helpful — and never simply helpful to you as a marketer or enterprise proprietor.

Whether or not it is an e mail handle, bank card info, or smartphone location, customers additionally view their knowledge as valuable and privileged — and it’s your accountability to deal with it.

Each enterprise operates utilizing knowledge, whether or not a software program firm, financial institution, authorities company, or lemonade stand. It’s the lifeblood of promoting, gross sales, service, and extra.

However, when valuable info is misused or siphoned into the flawed palms, it results in a powerful mistrust in companies and probably exploited customers.

That’s why the Normal Information Safety Regulation (GDPR) was enacted.

GDPR is an effort by the EU to present higher management to customers over their knowledge.

Below the GDPR, organizations should make sure that their knowledge is collected legally and safely and that those that acquire and handle stated knowledge will shield it and respect customers’ rights.

Following the GDPR pointers may look like a burden, however being fined for non-compliance will really feel a lot heavier; fines vary from 10 million euros to 4% of an organization’s annual international income.

And — GDPR is not the one entity implementing privateness mandates in 2022. In actual fact, firms like Google and Apple at the moment are taking stands for consumer knowledge as effectively.

In 2021, an Apple IOS launch enabled iPhone and iPad customers to find out which apps might monitor their third-party knowledge, which is usually used for hyper-targeted adverts.

In 2022, Apple completed rolling out one other IOS replace with extra e mail privateness safety options for Apple Mail customers.

In the meantime, Google will discontinue utilizing third-party cookies on Chrome whereas encouraging advertisers to leverage its Privateness Sandbox as a substitute.

Finally, manufacturers and governing our bodies are more and more aiming to present customers extra selections in terms of releasing their knowledge.

And, whereas it’s nice for the buyer, companies who leverage private knowledge to run campaigns might want to create different methods and pivot plans in case they lose entry to essential knowledge factors.

With all that stated, is it actually shock that 87% of entrepreneurs in our survey plan to take care of or improve their funding in giving customers higher management over their knowledge?

Use Advertising Tendencies to Develop Higher

You’re up to the mark… for now. And, so long as you’re protecting a thumb on the heartbeat of promoting traits — and all the time stay open to alter — what you are promoting will not fall behind.

However, in case you‘re feeling overwhelmed by the thought of maintaining with all these insights, don’t fear.

The HubSpot Weblog will probably be publishing common Advertising Technique analysis items with knowledge from tons of of promoting professionals within the coming months and can proceed to replace this submit as new traits emerge.

Editor’s observe: This submit was initially revealed in August 2019 and was up to date in November 2024 with up to date HubSpot Weblog traits knowledge.