If you prefer to read through our trends, we’ve included the transcript of our broadcast below.
Our team at Mindful Kreative has compiled a list of the hottest trends forecasted to sweep the field of communications and media. As communicators, let’s face it – we’re busy. Many of us lose sleep trying to keep up with the fast-paced changes and current trends. Well, you can sleep well tonight because we’ve done the research, so you don’t have to!
Trend #1: Artificial Intelligence
First up, we have the tool that is taking the world by storm – Artificial Intelligence. Artificial Intelligence is dominating the media industry, and the market is projected to reach a whopping $407 billion by 2027. No need to roll your eyes quite yet, PR professionals – AI isn’t replacing us. Experts say that utilizing AI to your advantage and looking at it as a tool instead of an enemy can ultimately improve your business. According to MuckRack, 61% of PR pros say they currently use generative AI or plan to explore it.
LinkedIn is creating features to make the tedious job search easier through their AI-powered career coach. Not only will this feature allow recruiters to find qualified candidates faster, but candidates can seek real-time advice and tailored tips to learn from.
A tool like ChatGPT doesn’t have the ability to identify errors or biases because it lacks the independent knowledge to make these judgments based on feeling. However, AI is a great tool to personalize users’ experience.
Many platforms like Facebook are utilizing AI to personalize each user’s feed, which provides a custom experience similar to the TikTok For You Page. This feature can help social media managers fight through the noise and push content to an audience that is generated specifically for their industry, and on the flip side, users will only see content that’s relevant to them.
Large brands are taking advantage of what AI has to offer in several ways. For example, Spotify utilizes predictive AI to generate content based on users’ listening habits. This allows them to customize each user’s experience and make personalized music recommendations.
Trend #2: Authenticity
Brands should be keeping it real in 2024 as authenticity is more important now than ever. According to an Edelman survey, 81% of consumers say that they need to trust the brand before they buy. Placing top priority on revenue and forgetting the human aspect of marketing will leave your brand in the dust.
Brands are taking a more relaxed approach across the board. Whether it be marketing, advertising or social media – perfectly curated images are no longer getting the job done. Brands with tones that come off as relatable and conversational will turn the heads of consumers. User-generated content will also serve to be a key player in 2024 as it shows consumers the real, raw truth behind a product or service. Additionally, CEOs are stepping out of the office and into the spotlight as 69% of millennials say that they want the CEOs of the brands they support to have a personal presence on social media.
A great example of this is Maureen Kelly, CEO of Tarte Cosmetics. Maureen takes to TikTok to directly address any brand controversies or buzzing topics relating to Tarte. She also capitalizes on product promotion by doing “get ready with me” story times and makeup demonstrations. This allows users who may not even be part of Tarte’s target audience to feel a personal connection to Maureen and the brand itself.
Trends #3: Micro and Nano Influencers
The climate of the influencer marketing industry is changing, and the temperature of micro and nano influencers is on the rise in 2024.
Macro influencers have sat on the throne of the $21 billion influencer marketing industry, but their reign is coming to an end. With their celebrity-like status, more people are relying on smaller influencers for their honest, raw opinions.
With 31% of social media users saying that they prefer to find new products through an influencer as opposed to any other channel, this is a trend that marketers just can’t ignore. And the best part is, there’s an influencer for every industry, and influencer marketing is something that’s applicable to so many brands.
Through our work with our client, the Greater Pittsburgh Festival of Books, we leveraged the strong community of readers right here in Pittsburgh to help us spread awareness of the Festival. Despite book influencers being a niche community, Mindful Kreative utilized the power of word of mouth and influence – and it worked! When it was all said and done, we ended up targeting over 12,000 literature lovers in the greater Pittsburgh region and beyond.
As marketers, we can sometimes have our heads in the clouds when it comes to selecting influencers solely based on the jaw-dropping count of their followers and views. But when it comes to getting the most bang for your buck – micro and nano influencers are the way to go. With smaller, niche communities, you’re likely to reach a more engaged target audience, which will in turn increase your return on investment.
Trend #4: Short Form Content
Marketers should keep things short and sweet in 2024 as short-form content is what resonates most with people.
Attention spans are shorter than ever before, and with the help of platforms offering more complex analytics, marketers can identify the point in which the attention of the user was lost.
For example, TikTok provides creators with a graph that illustrates where the viewership decreased. This tool further demonstrates that the first eight seconds of any video are the most important and can make or break your view counts. Additionally, concise content is not only easier for viewers to share with others – which increases engagement rates – but also makes it easier for companies to repurpose across multiple platforms.
Cheers to 2024!
It looks like 2024 is shaping up to be an exciting year for marketing and communications professionals. With the ever-changing media landscape, we at Mindful Kreative will continue to roll with the punches and adapt to the latest and greatest trends that are to come this year.