As an agency, we’re constantly on the lookout for new trends. One of the best ways to predict what’s coming, or to get inspiration for clients, is to review what’s already trending. This article will sum up 2024’s TikTok and Instagram trends, along with some predictions for what’s in store for Q4!
Spring 2024: Authenticity and Community Drive Engagement
- “FaceTime” Style Content
In spring, TikTok and Instagram saw an uptick in “FaceTime” style videos where creators and brands used a casual, unpolished format that resembled video chats. For instance, beauty brand Glossier adopted this style for showcasing products in day-to-day contexts, giving audiences a “real-life” feel that resonated well with Gen Z (Rock Content, 2024). - Community Engagement Focus
Interactive features like Q&As, live chats, and polls became popular as brands aimed to deepen community connections. For example, beauty brands hosted regular Q&A sessions, where followers could ask questions in real-time, fostering direct and personal engagement (HubSpot, 2024). - SEO-Centric Content over Hashtags
Platforms like TikTok began favouring keywords in video descriptions over traditional hashtags. Influencers adapted by using searchable keywords to increase discoverability, marking a shift toward treating social platforms more as search engines than discovery tools (Mysocial, 2024).
Summer 2024: Interactivity and UGC Lead to Success
- Interactive AI Filters
Brands capitalised on AI-powered filters to offer immersive experiences. For example, Nike introduced a try-on feature for trainers on Instagram, allowing users to see how products looked on them virtually. This form of gamified content allowed brands to stand out while providing an interactive user experience (SocialMediaToday, 2024). - User-Generated Content (UGC) Campaigns
This season, brands leaned heavily into UGC, encouraging users to showcase brand interactions. Starbucks led with its #StarbucksRefresh hashtag campaign, encouraging customers to share their drink variations. This boosted engagement while creating a wealth of brand-promoting content (Rock Content, 2024). - Subtle Product Placements in Influencer Content
Subtlety became a dominant approach in influencer partnerships, with brands using influencers to naturally integrate products into everyday content. Health and wellness brands saw success as influencers used products without explicit calls to action, leading to organic curiosity from audiences (HubSpot, 2024).
Autumn 2024: Short-Form Content Evolution and Micro-Influencer Collaborations
- Raw and Unfiltered Short-Form Content
This season, TikTok and Instagram Stories embraced “raw and real” video content, with influencers posting less edited, more candid moments. Fitness influencers, for instance, often shared casual workout routines, allowing followers a glimpse into their real lives, which drove engagement (Mysocial, 2024). - Micro-Influencers Take the Lead
To foster authentic connections, brands began collaborating with micro-influencers who resonated deeply with niche audiences. This strategy helped brands in categories like skincare and wellness to build stronger connections through influencer content that felt personal and trustworthy (HubSpot, 2024). - Shoppable Video Content Integration
Social commerce continued to grow as TikTok and Instagram made shopping features more accessible. For example, TikTok’s “Shop Now” feature allowed users to buy products featured in video content, allowing brands to seamlessly integrate commerce into engaging content (Mysocial, 2024).
Winter 2024 Predictions: What’s to Come?
- Growth of Niche Platforms and Selective Strategies
Brands are expected to explore niche platforms like Reddit and Pinterest as the major social platforms become more saturated. LinkedIn, too, is likely to gain traction, particularly for B2B marketing efforts, as brands diversify their social presence for more targeted engagement (Rock Content, 2024). - AI-Driven Personalisation for Enhanced Content
AI-powered personalisation is likely to expand, with brands increasingly delivering dynamic ads tailored to user interactions. A cosmetics brand, for example, might leverage AI to target users interested in skincare topics, showing content that fits each user’s preferences and browsing behaviour (SocialMediaToday, 2024). - Sustainability and Social Impact Campaigns
With consumers’ heightened awareness of social responsibility, winter campaigns are projected to spotlight sustainable initiatives. Fashion brands in particular are expected to lean into these trends by promoting eco-friendly products and highlighting ethical sourcing, resonating with values-driven consumers (Rock Content, 2024).
Building Your Social Media Success Story with meaningfulmarketing
The social media trends of 2024 highlight the power of authenticity, innovation, and meaningful connection in today’s marketing. Brands that embrace these shifts—from raw, unfiltered content to community-focused engagement and advanced personalisation—are building stronger bonds with their audiences and seeing real results.
At meaningfulmarketing, we turn these insights into tailored strategies that make a difference. Over the past five years, we’ve partnered with over 90 clients to deliver growth and impact, such as increasing a cocktail trailer bar’s customer base by 73%, driving a sold-out holiday event for a local museum, and achieving a remarkable £12,000 ROI on a £500 campaign for a children’s play event. Our team, based in the Lake District, delivers creative, data-driven solutions that connect brands with customers around the world.
With expertise in social media, branding, SEO, and more, we serve as your fully outsourced marketing team, committed to your success. If you’re ready to elevate your social media presence, reach out to us for a free, no-obligation consultation with our Client Strategy Director, Grace. We’ll work with you to build a social media strategy that brings your business to new heights.
Book a no-obligations consultation by clicking here.