These 3 social media trends are a MUST-KNOW for every marketer
An annual tradition: the imec.digimeter 2024 is here! And we’ve spotted some very interesting insights, especially regarding social media. The general trend? Well-known social media channels in Flanders are increasingly being used differently than in the early days. Today, the focus is less on the social and more on the functional. Less on scrolling, more on swiping. Less on branding, and more on commerce. What should you, as a marketer, take away from this?
1. Social media as the favorite mouthpiece
In recent decades, social media platforms were primarily digital marketplaces for ideas, opinions, and social updates. Today, they have become a conduit for messages and the place-to-be for direct communication.
WhatsApp has completely overshadowed Facebook as the go-to app, and DMs via Instagram and TikTok are also quickly gaining ground. Likes and comments? Less important. Personal conversations? Crucial!
The 3 key lessons for marketers
- Conversational marketing is no longer an option, but a must. WhatsApp marketing, DM strategies, and chatbots help define the brand experience.
- Community management now counts in the inbox. Engagement happens in private channels, no longer under posts.
- Responding to interaction personally and in real-time is key. If you respond slowly, you lose the conversation anyway.
2. Video and content creators over brands
It has long been no surprise that young people show little interest in long texts. Video is and remains the way to go: short, fast, and visual. Newsfeeds have made way for an endless stream of TikToks, Reels, and YouTube Shorts. As a result, brands appear organically less and less often. Influencers and content creators are the new gatekeepers.
The 3 key lessons for marketers
- Without video, you are invisible. Long texts and static visuals? Forget it. Snackable content always wins.
- Influencers build credibility. People trust people. Smart collaborations are not an extra, but have perhaps become a basic requirement for certain companies that can capitalize on this.
- Vertical first. If your content isn’t Reels, TikToks, or Shorts, you might be playing on the wrong field.
3. Social commerce on the rise
Social media is increasingly evolving into digital shopping channels. From TikTok Shop to Instagram Shopping: the buy button is now built directly into the social experience. Figures show that young people in particular buy their items directly via social media.
The 3 key lessons for marketers
- Make your products social shoppable. Avoid unnecessary clicks; offer the possibility to buy immediately where your audience is watching.
- Many purchases happen spontaneously. Play on FOMO by using powerful calls-to-action and launching limited-time deals. Decisions are made in seconds.
- Authenticity is more than ever the key factor: user-generated content and honest reviews make or break your conversion, so build trust with your audience systematically.
An outstanding marketing strategy is more important than ever
The most important lesson your company should remember from this imec.digimeter 2024? That strategic marketing is no longer a nice-to-have today, but a prerequisite for staying relevant, especially on social media.
At Expliciet, as a marketing agency, we dive deep into the world of your company’s target audience. We translate our learnings into a strategy that makes your company tower far above the rest. Do you also want to use social media smartly instead of lagging behind? Let’s talk.