As social media continues to evolve, brands are discovering new ways to connect with audiences by embracing trends that prioritise authenticity and relatability. In 2024, the rise of micro-influencers, the dominance of platforms like TikTok, and the growing importance of social search have reshaped how brands approach their marketing strategies.
Cara Norris, head of growth and partnerships at Social Soup told B&T that these shifts reflect a consumer demand for content that feels genuine and accessible.
The Rise of Micro-Influencers
Micro-influencers are taking centre stage as a vital part of brand strategies. Unlike celebrities, whose reach is vast but often impersonal, micro-influencers excel in fostering engagement and driving consumer actions.
Norris emphasised this shift, noting, “People don’t need to have a big following to create reach and engagement. Micro-influencers connected, they’re authentic, and they resonate with their audiences.”
While celebrities still play a role in building brand affinity, micro-influencers are often more effective in motivating purchasing decisions. “Celebrities are great for awareness and setting the tone for a brand,” Norris explained. “But when it comes to driving action, micro-influencers have the edge”.
Authentic Content and TikTok’s Influence
Authenticity has emerged as the hallmark of successful when it comes to social media content, especially on platforms like TikTok.
Norris noted that TikTok’s video-first, unpolished format has reshaped consumer expectations. “People are not looking for polished, curated content anymore. They want relatable, real, and raw stories.”
The platform’s cultural dominance has also sparked trends that often migrate to other networks like Instagram, demonstrating its role as a trendsetter.
Brand Success Stories
Several brands have capitalised on these trends effectively. Norris cited Netflix and McDonald’s as examples of companies that leveraged social media trends to embed their products into cultural conversations.
One more localised example is the Frozen Yoghurt brand Yochi which used a trending video from a man who had taken a women on a date to the desert restaurant and was complaining about the amount she ordered. The video went viral with many using the sound in their own in store videos and others calling him out for his selfishness.
What really made an impact was when the brand itself jumped on board, using the sound bites in its own promotion and seeing huge results.
What This Means for Brands
Looking ahead, Norris predicted that social search will play a more prominent role in 2024. As users increasingly turn to platforms like TikTok and Instagram for recommendations, brands must ensure their content is discoverable. “Brands need to work with micro-influencers and create UGC that showcases real, positive reviews of their products,” Norris advised.
To succeed in this dynamic environment, brands must prioritise authenticity, embrace micro-influencers, and invest in social search optimisation. Platforms like TikTok will remain crucial, not just for visibility but for shaping cultural narratives.
“Brands that adapt quickly to these trends and understand the evolving consumer mindset will thrive in the year ahead,” Norris noted.
This shift toward relatable content and peer-to-peer advocacy marks a new chapter in social media’s influence on marketing.
