Social media, AI and video: the marketing trends to look forward to until the end of the year
Posted: Thu Dec 26, 2024 9:38 am
Millennials, as a digitally native generation, are increasingly involved in decision-making in companies and will be interested in taking on leadership roles previously occupied by generations such as the baby boomers, both in public and private companies. Taking into account this current panorama, companies, both B2C and B2B, must remain constantly innovating to adapt their strategies so that they are able to reach this audience that uses different channels. With this objective, HubSpot has carried out the study 'State of Marketing 2024', based on a survey of 1,400 marketing experts from 14 countries to identify the main trends in the sector.
“Companies that resist using social media and artificial intelligence risk being left behind. At HubSpot, we have observed that the average consumer is increasingly younger, so strategies must be aimed at an audience that consumes videos, does not read paper and is mostly millennial. Brands must have a deep understanding of their audiences, to find them in the media they use and be able to target them with relevant messages,” explains Shelley Pursell, senior marketing director for Iberia and Latin America at HubSpot.
The importance of social media
The report by HubSpot reveals that social media has become the most popular channel for millennials and generation Z to discover new products. 17% of respondents say they have purchased through these media in the last year, while 59% of companies reported that their sales increased in 2023 compared to the previous year thanks to these platforms.
Similarly, social media has been responsible for transforming customer service , with 19% of users stating that they have used these channels to receive support and 1 in 5 young people prefer to contact customer service through direct messages on social media.
The influencers
One of the trends that stands out in marketing is the rise of influencers . In 2023, 25% of users purchased a product based solely on the recommendation of an influencer, this being one of the main reasons why 50% of marketing professionals plan to invest more in Influencer Marketing strategies , especially if we take into consideration social networks such as Facebook (57%), YouTube (52%), and TikTok (44%), which are shown to be the most used by brands to make themselves known.
According to the study conducted by HubSpot, strategies should not be focused solely on macro influencers , as 47% of respondents stated that micro influencers (10K-100K followers) can generate better results thanks to their authenticity and closeness to their followers.
Video remains the star format
Social media platforms like TikTok, YouTube and Instagram are driving the short video format, which is already having a huge impact on the way new generations interact with each other and with brands, becoming another marketing trend that will remain until the end of the year.
As shared in the HubSpot report, 56% of professionals plan to increase their investment in TikTok during 2024 and 2025, making it the application with the highest investment. Similarly, it is revealed that 30% of com armenia whatsapp list panies that do not yet use short videos plan to do so soon. The short video format is positioned as the format that offers the highest return on investment (ROI), with 17%, and is the area where the most growth is expected in 2024.
Artificial intelligence continues to gain ground
55% of brands believe that this year many users will stop using search engines like Google and Bing, opting instead for AI platforms that facilitate direct dialogue, with this technology being another marketing trend that will continue throughout 2024.
Since the advent of AI, companies and brands have embraced AI-powered tools and automation to free up marketing teams’ time for more creative tasks. 64% of professionals already use automation, and 62% consider these technologies to be essential to their marketing strategy.
In addition, 56% of respondents who use this technology say that this tool helps them share data and collaborate more effectively. It is also noted that it allows for greater personalization in user experiences, taking into account that: 77% of professionals who use generative AI say that it helps them create more personalized content.
At this point, having a single source of truth is also crucial to delivering a quality user experience. 77% of professionals consider having accurate audience data vital to achieving their goals and creating effective content. Still, many find it difficult to share data across teams, with only 59% having interconnected tools. Despite this, 93% of those with a single source of truth recognize its value to the organization, although only 26% have data fully integrated with their tools.
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“Companies that resist using social media and artificial intelligence risk being left behind. At HubSpot, we have observed that the average consumer is increasingly younger, so strategies must be aimed at an audience that consumes videos, does not read paper and is mostly millennial. Brands must have a deep understanding of their audiences, to find them in the media they use and be able to target them with relevant messages,” explains Shelley Pursell, senior marketing director for Iberia and Latin America at HubSpot.
The importance of social media
The report by HubSpot reveals that social media has become the most popular channel for millennials and generation Z to discover new products. 17% of respondents say they have purchased through these media in the last year, while 59% of companies reported that their sales increased in 2023 compared to the previous year thanks to these platforms.
Similarly, social media has been responsible for transforming customer service , with 19% of users stating that they have used these channels to receive support and 1 in 5 young people prefer to contact customer service through direct messages on social media.
The influencers
One of the trends that stands out in marketing is the rise of influencers . In 2023, 25% of users purchased a product based solely on the recommendation of an influencer, this being one of the main reasons why 50% of marketing professionals plan to invest more in Influencer Marketing strategies , especially if we take into consideration social networks such as Facebook (57%), YouTube (52%), and TikTok (44%), which are shown to be the most used by brands to make themselves known.
According to the study conducted by HubSpot, strategies should not be focused solely on macro influencers , as 47% of respondents stated that micro influencers (10K-100K followers) can generate better results thanks to their authenticity and closeness to their followers.
Video remains the star format
Social media platforms like TikTok, YouTube and Instagram are driving the short video format, which is already having a huge impact on the way new generations interact with each other and with brands, becoming another marketing trend that will remain until the end of the year.
As shared in the HubSpot report, 56% of professionals plan to increase their investment in TikTok during 2024 and 2025, making it the application with the highest investment. Similarly, it is revealed that 30% of com armenia whatsapp list panies that do not yet use short videos plan to do so soon. The short video format is positioned as the format that offers the highest return on investment (ROI), with 17%, and is the area where the most growth is expected in 2024.
Artificial intelligence continues to gain ground
55% of brands believe that this year many users will stop using search engines like Google and Bing, opting instead for AI platforms that facilitate direct dialogue, with this technology being another marketing trend that will continue throughout 2024.
Since the advent of AI, companies and brands have embraced AI-powered tools and automation to free up marketing teams’ time for more creative tasks. 64% of professionals already use automation, and 62% consider these technologies to be essential to their marketing strategy.
In addition, 56% of respondents who use this technology say that this tool helps them share data and collaborate more effectively. It is also noted that it allows for greater personalization in user experiences, taking into account that: 77% of professionals who use generative AI say that it helps them create more personalized content.
At this point, having a single source of truth is also crucial to delivering a quality user experience. 77% of professionals consider having accurate audience data vital to achieving their goals and creating effective content. Still, many find it difficult to share data across teams, with only 59% having interconnected tools. Despite this, 93% of those with a single source of truth recognize its value to the organization, although only 26% have data fully integrated with their tools.
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