The Rise of Social Media Search Optimisation
Digital marketers have been optimising their websites and content to rank higher on search platforms like Google and Bing for over 25 years now, with the term SEO dating back to 1997. But increasingly, the most cutting-edge marketers are optimising their social media content with equal detail. Last year, the top search engine in the world, Google, reported that roughly 40% of Gen-Z is using TikTok and Instagram for search instead of Google. That’s why, it’s more important than ever for digital marketers to consider nuances such as keywords and metadata on social media posts.
This also means captions, inclusive of keywords and descriptive data can help improve a brand’s post discoverability. So, while brevity historically drove social engagement, increasingly more keywords and content are likely to help boost post ranking.
Increase in YouTube Marketing, Especially YouTube Shorts
TikTok and ChatGPT might be more topical among marketers, but YouTube can actually be more impactful. That’s because YouTube is more than a colossus of a social media video platform, it’s also the second-largest search engine in the world (behind Google, but owned by Google). So, yes, it’s technically a social media platform but users and marketers leverage it much more like a search engine.
If youthful users amongst us typical behaviour dictates what is next in digital, YouTube will maintain its top placement. Pew Research reports that 95% of teens aged 13 to 17 use YouTube, which is more than any other social media platform. For comparison, 66% use TikTok and 62% use Instagram.
YouTube Shorts specifically are a trend to watch. Last year, Google reported YouTube Shorts generated more than 50 billion daily views. This is still a fraction of Meta’s Reels, which are viewed 200 billion times a day, but strong growth.
Given regulatory data concerns around TikTok, many marketers will continue to turn to YouTube Shorts and Meta Reels for their short-form video content.
The Ever Growing Presence of Artificial Intelligence
AI is no longer a fleeting trend but a fundamental force revolutionising the marketing industry. Business giants of our everyday life like Amazon, Spotify, and Adobe harness AI for personalisation, automation, content creation, and budget optimisation. AI offers a range of applications such as chatbots which offer tailored interactions to predictive analytics anticipating consumer behaviour.
AI excels in its ability to extract insights from vast data sources, providing marketers with a deep understanding of customer behaviours, preferences, and emerging trends. This refined data enables more effective marketing strategies that resonate with target audiences. Furthermore, AI-powered automation eliminates repetitive tasks, freeing marketers to focus on strategic, creative endeavours that set brands apart.
The Merging of the Metaverse and Artificial Intelligence
Just over two years ago, Facebook changed its name to Meta, changing its focus towards the metaverse, which, according to Meta is defined as “the next evolution in social connection and the successor to the mobile internet.”
At Meta Connect in September, Zuckerberg announced the rollout of Meta AI in beta, an evolved chatbot for WhatsApp, Messenger and Instagram. In addition to Meta AI, Meta launched 28 more artificial intelligences in beta.
Shifting to Nano-influencers
The saying is true that “people follow people”. With that being said, influencers will continue to dominate digital trends in 2024. Although, the terms of what defines an “influencer” are beginning to shift.
It’s believed that nano-influencers (accounts with 1,000-10,000 followers on a social media platform) generate more than twice the engagement of macro-influencers (accounts with millions of influencers). That’s why, more and more consumer brands, particularly in beauty, fashion and wellness, are leveraging nano-influencers. An added benefit? They also typically charge brands a much lower price point.
Of course, for massive consumer retailers, depending on the campaign, macro-influencers are still the holy grail since they drive broader reach and brand recognition. Yet, for companies looking to drive engagement with a more targeted audience in 2024, nano-influencers could be the key.
Augmented Reality (AR) And Virtual Reality (VR)
Immersive technologies like AR and VR have promised to take over the world for the last few years and predictions for 2024 are no different. These can help to create immersive brand storytelling and consumer engagement avenues. In 2024, it's expected these technologies will integrate with strategic marketing efforts more deeply. E-tailers can improve their brand value and customer experience, for example, by offering virtual try-on experiences more widely.
Hyper-Personalisation
With advancements in AI and machine learning, sales and marketing teams can tap into a wealth of customer data to better curate and personalise content, product recommendations and offers.
Imagine a customer browsing an online clothing store. The website's AI engine analyses their past purchases, browsing history and engagement patterns as they explore different dresses. Based on this data, the platform suggests a dress to the person that fits their preferred style, size and colour, along with personalised recommendations for complementary accessories and personalised experiences across all touchpoints, from emails and website suggestions to in-store offers.
Voice Search Optimisation
It’s suggested that 80% of the UK public use voice assistance at least once per month. Understanding and incorporating voice search optimisation techniques will help to make your content more discoverable and rank higher in voice search results. For example, consider using more conversational, long-form questions when thinking about search queries and keywords.
The future of marketing is about blending technology with creativity and embracing inclusivity to create meaningful and impactful experiences for consumers. From Artificial Intelligence and Voice Search to YouTube Shorts and nano-influencers, there’s no shortage of trends to watch in 2024 – and yet, new platforms, products and capabilities will continue to emerge for advertisers to monitor, test and measure. As with all algorithms and AI currently being used, they shouldn’t go unmonitored. As marketers with have more tools at our disposal than ever before but there is still a monumental amount of skill and knowledge required to use these new technologies to their full potential.
If you want to start harnessing these new trends in your marketing, give Lewis a call today, and let FUZE Agency help you!
📲 01206 803 999 / lewis@fuzeagency.co.uk
