Content
SMM Trends for Business 2024-2025: Analysis and Predictions by Promodo Experts
October 14, 2024
5 mins
The world’s SMM users increased by 8% from 4.72 billion in January 2023 to 5.04 billion in January 2024. Social media marketing trends 2024 are swinging depending on how brands interact with their audiences. It is crucial to adapt your social media strategy to stand out.
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We discussed the main SMM trends for 2024-2025 and business opportunities with Artem Chistov, Head of SMM at Promodo.
Short videos have been trending for the past few years owing to easy perception and the growing popularity of TikTok.
57% of Zoomers and 42% of Millennials prefer to learn about products and their features with short videos. Users agree that TikTok introduces them to new topics and products they haven't heard about before. Artem Chistov, Head of SMM at Promodo.
Statistically, 33% of online viewers quit watching videos after thirty seconds - but what if your video is longer than that?
TikTok’s shift towards longer content aims at building deeper connections between creators and viewers; nonetheless, the “TikTok brain” phenomenon has been met with a lukewarm response. However, owing to built-in algorithms, the platform started promoting videos over a minute.
Fast formats remain trending because the target audience wants them most, though now being fast does not mean being short. Artem Chistov, Head of SMM at Promodo.
Edutainment content is among the latest social media trends. Edutainment content includes posts that inform and educate people in a fun and engaging way. To best present information, these videos often use scripts or skits.
Entertainment content is becoming increasingly popular on platforms such as X, Instagram, and TikTok. It is highly appealing while it helps people learn something new and is easy to absorb.
Owing to AI and machine learning, brands are taking personalized shopping to new heights. A prime example of smart personalization is the Starbucks mobile app. Although this app is not an online payment platform, the addition of Apple Pay made it the second most popular mobile payment platform for POS transactions in 2021.
AI has eased briefing copywriters and designers. With two clicks or so, you can now generate a reference or draw up a tech task. Even paid photo stocks are losing out to AI and are not as effective in SMM as they used to be. Artem Chistov, Head of SMM at Promodo.
In addition to being rich in features, Instagram also has the most accurate algorithm and the most promising potential for generative AI functions.
Similarweb’s analysis shows that Instagram attracts way more traffic than TikTok: specifically, in 2023, Instagram attracted some 30% more unique visitors a month.
Similarweb reports that Instagram attracts three times more visitors a month than TikTok; interestingly, these visitors spend much more time on Instagram.
Influencer bloggers who converted millions of their followers into revenue by advertising various consumer goods and services have been challenged by the emerging trend known as de-influencing.
Today, Tiktokers urge their followers not to buy a particular product - or not to buy anything at all, unlike their rivals. They often offer more affordable products as an alternative to mass-advertised offers.
The trend of de-influencing is gaining momentum as the audience is tired of overly purified and insincere content from influencers. Authentic user-generated content (UGC) is becoming more valuable. Brands are encouraged to engage users through contests and barter deals, contributing to the creation of authentic reviews and experiences. Artem Chistov, Head of SMM at Promodo.
Influencer marketers are substituting celebrities with micro-influencers. Influencer marketing will not disappear - 88% of companies using it claim its effectiveness. More to that, 55% of respondents said: “We are about to invest more in influencer marketing in 2024.”
24% of influencer marketers work with small authors or nano-influencers with 1,000 to 9,999 followers, 67% work with micro-influencers with 10,000-99,999 followers, and a mere 17% work with accounts with more than a million followers respectively.
Launched in July 2023 by Meta, Threads is a decent competitor and a feasible alternative to X.
It is worth exploring the potential of Threads, especially after its integration within the Meta ad ecosystem. Recent changes to Twitter, including paid features and adult content, are forcing users to seek alternatives.
At the very least, brands should have a presence on Threads, even if it's just a user registration, as the number of users will grow. Do your research. See how other brands are using it, such as Canva, TedTalks, and Channel 4. Now is the time to experiment with the platform. Artem Chistov, Head of SMM at Promodo.
Many companies are abandoning giant social platforms such as Facebook, X, and Pinterest, while 52% claim that managing too many platforms is abundant in terms of time and marketing budgets.
TikTok’s most targeted users are 18-to-24-year-olds who daily spend 79 minutes on the app. Millennials and Generation X-ers are following suit with an overwhelming majority spending 45 minutes a day on TikTok.
What does it signal for marketers? Advertisers on TikTok will have an advantage over other platforms like Facebook and Instagram due to its stickiness. Moreover, Millennials and Gen X-ers hold a much higher purchasing power compared to Gen Zs.
Decentralized social networks are social media platforms that operate without centralized control or management. They are gaining popularity as users look for alternatives to traditional social media platforms where the use of personal data is often uncontrolled.
They are built on decentralized technologies like blockchain or other distributed systems that allow users to store and control their data directly.
Here are the key features of decentralized social networks:
No Central Control: user data is not stored on the central servers of one company. This makes them less vulnerable to censorship and privacy violations.
Privacy and Security: users gain more control over personal data, which mitigates the risk of privacy breaches and data theft.
Transparency: owing to the blockchain technology, transactions and actions on the network are transparent and verified, which increases user trust.
Joint management: oftentimes, decentralized networks are managed by a community of users who jointly decide on the platform’s further developments by voting and consensus.
Continuity and Availability: the absence of a central server means that the network is less vulnerable to outages or abuses on the administrators’ part.
Mastodon, Diaspora, Steemit, and Minds are featured samples of decentralized social networks.
Most consumers are still cautious about shopping on social media. According to a HubSpot survey, only 41% of social media users feel comfortable making purchases on social media, and only 37% trust social media with their credit card information.
The three biggest concerns of social media users:
Brand legitimacy (54%).
Of all the apps that sell, Instagram is the one that consumers believe offers the best shopping experience.
A HubSpot survey found that only 19% of marketers publish identical content across platforms. As part of their social media marketing strategy, most are moving away from the copy-and-paste approach and instead offer original content. At the same time, 47% make changes to their content by publishing it on different platforms.
The types of content with the highest ROI:
People will be purchasing more on social media. The figures also show that consumers are increasingly buying on social apps rather than in other places like brand websites (82%) or third-party sites like Amazon (84%). Artem Chistov, Head of SMM at Promodo.
Our in-depth analysis of the digital marketing trends 2024 and the main SMM trends for 2024-2025 emphasizes the importance of adapting to new realms and leveraging modern approaches to audience attraction. While the growth of social media users reveals social media for business opportunities, it necessitates continuous strategy updates.
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