The digital marketing field is known for its rapid evolution and constant changes. A great example of this is how much artificial intelligence (AI) has grown in 2023. This growth is expected to continue and affect all parts of marketing in 2024.
It’s important to keep up with these changes. By doing so, you can stay ahead of your competitors and create marketing campaigns that really grab people’s attention.
However, it’s essential to embrace these trends early. Delaying can render your marketing efforts less distinctive and fresh to your customers, diminishing their impact.
Key Digital Marketing Trends
To help you stay proactive, we’ve compiled a list of seven key digital marketing trends to watch for in 2024.
The Rise of Social Media Search Optimization
Marketers have traditionally focused on optimizing their websites and content for search engines like Google and Bing. However, an emerging trend sees forward-thinking marketers applying similar attention to optimizing their social media content. Recently, Google revealed that about 40% of Gen-Z prefers to use platforms like TikTok and Instagram for searches instead of traditional search engines. This shift underscores the growing importance for digital marketers to fine-tune elements like keywords and metadata in their social media posts.
This adjustment also includes enhancing captions with keywords and descriptive details to enhance a brand’s visibility on social media. Historically, short and concise posts were favored for social engagement, but now, incorporating more keywords and detailed content is becoming crucial for improving post rankings.
X’s Ongoing Monetization Changes
In October 2022, Elon Musk finalized his purchase of what was previously known as Twitter, aiming to transform it back into a platform championing free speech. Following the acquisition, Musk initiated a series of significant modifications.
Initially, in January 2023, Musk restricted access to Twitter by banning third-party applications and setting up a costly paywall for its API.
Later, in April, Musk introduced a new policy requiring users to pay for verification marks. Unlike other social media where a blue checkmark indicated influencer status, Musk discontinued the old verification system. He replaced it with a paid subscription model, where the blue checkmark now signifies a paid subscription.
The most significant change in the digital marketing industry trends occurred in July 2023, when Musk renamed Twitter to X, aiming to transform it into an “everything” platform that caters to various consumer needs, such as banking and retail. Later, in October, Musk unveiled a new policy requiring users in the Philippines and New Zealand to pay an annual fee of $1 to post on the social network. Those who do not pay the fee are restricted to read-only access.
A year following Musk’s takeover, the platform’s advertising revenue has reduced by 55% compared to the previous year. As these adjustments take hold, X is expected to keep evolving and introducing new monetization strategies. Ultimately, the platform’s worth is determined by its usage, and with a 14% decline in global traffic year-over-year, this year could be pivotal for the platform to demonstrate its significance in the market.
Broader Release of Instagram Threads
In July 2023, Meta introduced Threads, a text-based application developed by Instagram that allows users to participate in and follow public discussions.
By November, Threads had amassed a user base of 141 million, a figure expected to climb following its recent launch in Europe last week.
Although Threads is still a newcomer in the digital world, its expansion into additional regions and growing user base could potentially eclipse X’s popularity and challenge its status as the primary platform for public text exchanges.
Growing Adoption of YouTube Marketing, Particularly YouTube Shorts
While TikTok and ChatGPT often grab headlines among marketers, YouTube holds a more substantial influence in many respects. Not only is it a giant in the realm of social media video platforms, but it also ranks as the world’s second-largest search engine. This unique position means that both users and marketers treat YouTube less like a typical social media site and more like a search engine.
When considering new digital marketing trends, especially among the youth, YouTube remains a dominant force. According to Pew Research, 95% of teenagers aged 13 to 17 use the YouTube platform frequently, making it the most popular social channel among this age group – far surpassing the 66% who use TikTok and 62% who use Instagram.
The platform’s engagement levels are particularly notable, with Pew Research noting that 19% of teens report using YouTube “almost constantly.”
YouTube Shorts is an emerging trend worth noting. Google recently announced that YouTube Shorts now accumulates over 50 billion views daily. Although this is still less than Meta’s Reels, which garners 200 billion views daily, the growth trajectory for YouTube Shorts is impressive.
With ongoing concerns about data privacy regulations affecting TikTok, many marketers are increasingly turning to YouTube Shorts and Meta Reels for their short-form video marketing strategies.
The Convergence of the Metaverse and Artificial Intelligence
Two years ago, Facebook rebranded itself as Meta, signaling a shift towards the metaverse, which Meta describes as “the next evolution in social connection and the successor to the mobile internet.”
This deliberately broad definition allows Meta and other tech companies to shape the metaverse as a fusion of digital trends, including augmented reality, virtual reality, and gaming. As the metaverse increasingly represents a convergence of the digital and physical worlds, artificial intelligence (AI) stands as the technology most likely to intertwine closely with it.
While the metaverse remains a hot topic, artificial intelligence is expected to generate even more buzz in 2024, particularly for Meta. During Meta Connect in September, Zuckerberg unveiled Meta AI in beta, a sophisticated chatbot for WhatsApp, Messenger, and Instagram. Alongside Meta AI, Meta also introduced 28 other AI technologies in beta.
These AIs go beyond traditional chatbots, encompassing creative tools and characters modeled after cultural icons, complete with bespoke personalities, interests, and viewpoints.
While Meta leads in mainstream chatbot applications, one of the most discussed AI products of 2023 is OpenAI’s ChatGPT. Released in late 2022, ChatGPT’s role in marketing and content creation is still evolving. Initially, it was widely used for generating AI-authored e-books, enabling some authors to progress from concept to publication within mere hours. ChatGPT also saw rapid adoption among general consumers, becoming the fastest-growing consumer app ever by February. By November, OpenAI CEO Sam Altman reported that ChatGPT had surpassed 100 million weekly active users. With its usage continually rising, chatbots are set to remain a key topic of digital conversation in 2024.
Despite promising early growth, the success of the metaverse, chatbots, and new AI technologies will depend on ongoing user engagement, effective monetization by brands, and, inevitably, regulatory oversight.
Transitioning to Nano-influencers
The saying “people follow people” holds true, and influencers are expected to remain at the top of latest trends in digital marketing. However, the criteria for what constitutes an “influencer” are evolving.
Research indicates that nano-influencers, those with 1,000-10,000 followers on social media, achieve more than double the engagement rates of macro-influencers. Consequently, an increasing number of consumer brands, especially within the beauty, fashion, and wellness sectors, are turning to nano-influencers. Another advantage of these influencers is their generally lower cost to brands.
While large consumer retailers still value macro-influencers for their extensive reach and ability to boost brand awareness, businesses aiming to engage more deeply with specific audiences in 2024 may find greater value in partnering with nano-influencers.
Stay Current with Digital Marketing Trends With Prometheus Enterprise
As industry trends shift towards AI-driven personalization, immersive metaverse experiences, and robust privacy-first strategies, our team at Prometheus Enterprise is equipped to guide your brand through these transformations. We specialize in using the latest technologies and innovative marketing tactics to ensure your campaigns are influential and compliant with new regulations. Partner with Prometheus Enterprise to keep your operations in line with the latest digital marketing trends.
Conclusion
From Artificial Intelligence and X, to YouTube Shorts and nano-influencers, a myriad of digital marketing trends are set to attract the attention of marketers in 2024. Nevertheless, new platforms, products, and capabilities will keep emerging, providing advertisers with fresh opportunities to explore, evaluate, and assess. As with any digital strategy, the most successful brands in 2024 will captivate and impress their target audiences by continually adapting to the evolving landscape of where, how, and when they engage them.
FAQs
1. What are the current trends in digital marketing?
Current trends in digital marketing include AI personalization, voice search optimization, video content dominance, nano-influencer partnerships, and augmented reality in ads.
2. What is the next wave of digital marketing?
The next wave focuses on immersive experiences in the metaverse and privacy-focused marketing strategies.
3. What is the new update in digital marketing?
The latest update is the shift towards privacy-first advertising and the development of first-party data strategies due to changes in data protection regulations.
