In today’s digital age, having a strong presence across a variety of platforms is crucial in order to have multiple customer touchpoints.  Paid Social in particular is poised for significant changes and innovations. Below, we’ve listed our top 5 trends to look out for in 2024:

1. The Reign of Short-Form Content:

We anticipate short-form content, popularised by platforms like TikTok and Instagram Reels, to dominate the paid social landscape in 2024. Advertisers should increasingly leverage concise, engaging videos to capture users’ attention in the fast-scrolling world of social media. Crafting compelling narratives within the constraints of short-form content will become a crucial skill for advertisers.

TikTok and Instagram content should not exceed 20 seconds and best practice is to aim for between 5-10 seconds for maximum engagement.

2. Ephemeral Content on the Rise:

Ephemeral content, such as Stories on Instagram, Snapchat, and Facebook, is expected to see continued growth. Advertisers should focus on creating time-sensitive, authentic content that fosters a sense of urgency and exclusivity. Incorporating polls, quizzes, and interactive elements into stories will be a key strategy for boosting engagement and building a connection with the audience.

3. Influencer Marketing Evolution:

Influencer marketing will evolve beyond traditional partnerships, with influencers becoming integral collaborators in the content creation process. Brands will seek authentic and long-term relationships with influencers who align with their values. Additionally, the rise of virtual influencers and AI-driven creators may offer new avenues for creative and engaging collaborations.

4. Dynamic Personalisation:

Personalisation will be taken to new heights in 2024, with advertisers using advanced targeting algorithms to deliver highly personalised content to users. Dynamic ads that adapt based on user behaviour, preferences, and demographics will be instrumental in creating a tailored experience. Brands that effectively leverage data for personalisation will stand out in a crowded social media landscape.

5. Ethical and Purpose-Driven Advertising:

Consumers are increasingly conscious of brands’ values, and this trend will shape paid social advertising strategies. Advertisers will align their messaging with social and environmental causes, demonstrating a commitment to positive change. Brands that authentically embrace ethical and purpose-driven advertising will foster stronger connections with socially conscious audiences.