As we reach the midpoint of 2024, it's clear the social media marketing landscape is evolving, bringing new—and even a resurgence of old—trends and opportunities for brands to connect with their audiences. 

Here are five key trends we think you should pay attention to in the second half of the year, and our recommendations on how to leverage them to reach new customers and increase retention.

Behind-the-Scenes Content & Brand Authenticity

If you’re a TikTok user, you might recall how much promotional content you’ve seen on the platform recently. To many users’ disappointment, it may feel as though everyone on the platform is just trying to sell you something. 

In fact, the top three things consumers don’t feel they see enough of from brands are “authentic, non-promotional content, transparency about business practices and values, and information about how products are made and sourced,” according to Sprout’s 2023 Social Index.

This provides a clear opportunity for businesses and brands, as these are precisely the types of content that will help you build trust with your audience and encourage repeat engagement.

‍Leverage the trend by:

• Posting behind-the-scene photos and videos of marketing photoshoots and events
• Taking your followers behind the scenes of production to show how your products are made
• Sharing “Day in the Life” content from the perspective of team members

Brand Personality

Because of the demand for authentic, personalized content, more brands are experimenting with how to fit into meme culture in a way that feels authentic to their voice. From “Fully Conscious Baby” to Spotify-style “Daylists,” companies are strategically tapping into viral trends from TikTok and Instagram Reels on their social media accounts and quickly reshaping the ideal brand voice into something playful, witty, and endearing. 

‍Leverage the trend by:

• Performing market research to identify niche interests within your brand’s community you may be able to take advantage of
• Being selective about what trends make the most sense for your brand and audience, making more of an impact than participating in every internet trend

Fostering Community Instead of a Large Follower Count

Are you struggling with engagement or follower retention? That may be because your brand isn’t focused enough on community building. A brand community is where like-minded consumers who have an emotional connection to your brand can connect.

Put simply, these are your loyal consumers — the people who repeatedly purchase your products, consume your content, and influence others to do the same. Not only is it a powerful business tool for your brand, but it also gives consumers a sense of place and belonging.

‍Leverage the trend by:

• Responding to comments
• Encouraging followers to tag you in their feedback posts and videos
• Addressing negative feedback
• Fostering relationships with influential content creators and community leaders

Social Media SEO

A recent study found that 74% of Gen Z internet users prefer using TikTok for search, as opposed to search engines like Google, due to the short-form video content. Social media platforms like TikTok are leaning into this trend by adding features like that of search engines, to help searchers find content like product reviews and recommendations, vlogs of users visiting local businesses, and more. 

The delineation between social media platforms and search engines has become muddier, but what is clear is the need for SEO strategies in social media. Implementing social media SEO into your strategy can help optimize your social posts to gain traffic through search, so you can meet potential customers where they are. 

Leverage the trend by:

• Using relevant keywords in your social captions
• Utilizing alt text on social media images to improve accessibility
• Adding subtitles for video content

Long-Form Content

Most consumers report finding short-form video the most engaging type of in-feed content, but this year long-form video content is seeing a resurgence. TikTok users with over 1000 followers can livestream videos with a 60-minute time limit. The platform also recently rolled out its 10-minute video feature and is now testing a 30-minute upload option, pushing its way into YouTube’s territory.

This trend is likely due to platforms like YouTube and Twitch, which have continued to provide longer, more in-depth content to users who seek it out. As previously mentioned, we’ve seen a recent increase in demand for more trusted content, which long-form content can achieve more easily than a 30-second reel.

The short-form video is definitely not going anywhere any time soon, and should still be a key player in your social strategy, but it might be time to think about how you can introduce long-form content video storytelling into the mix. By utilizing short-form content to drive traffic and implementing long-form content for authoritative, in-depth information, both can complement each other and the more complex needs of consumers in 2024.

Leverage the trend by:

• Utilizing a mix of short and long-form content into your strategy
• Prioritizing in-depth, well-researched content
• Publishing longer videos that use vlog-style, personalized or storytelling, and interactive elements

Not sure where to start? We’re here for you! The Wingard team is ready to help you define your brand’s social media goals and build a strategy designed for today’s digital landscape. Learn more about how we can turn your idea into realized potential.