2023 saw the rise—and fall—of many paid social media advertising trends.
We saw a surge in generative AI use and the emergence of TikTok as one of the most effective social media advertising channels. We also witnessed the fall from grace for X after it rebranded from Twitter.
Like 2023, 2024 is likely going to throw some curveballs at paid social media advertising trends. And you don’t want to be caught off guard.
Lucky for you, I have informed projections on where some of the trends for the year could emerge or persist. Keep reading to discover what these are.
Top 6 Paid Social Media Advertising Trends for 2024
Some paid social media advertising trends and developments to watch for in 2024 include:
1. Social Media as Search Engines
Social media platforms, especially TikTok and Instagram, will likely give search engines such as Google and Bing a run for their money in 2024.
For many Gen Zs, social media is the primary source of information. And this is not just a personal opinion. Google has acknowledged TikTok and Instagram as threats.
In 2022, a Google executive said the company was losing its search monopoly as almost 40% of Gen Z used TikTok and Instagram as search engines. The reason? Because of how immersive they are.
And it’s not just the younger generation. A TINT survey showed that almost 76% of customers have used social media to search for new products and brands.
Image via TINT
My guess is that this trend will only snowball in 2024.
As a marketer, you want to adapt your paid social campaign to fit this trend. Make sure your ads are well optimized for search intent and not just social engagement.
2. Longer Videos Making a Comeback
For some years now, short-form content has dominated as one of the top paid social media advertising trends. This practice has been sustained by creating videos around trending audio, especially on TikTok or Instagram.
But we’ve seen social media platforms encourage users to create longer and more original videos. Especially those ranging from two to five minutes.
For context, YouTube remains the most-used social media platform for younger generations. And it’s only natural to see other social media platforms encourage long-form content too.
Here’s a Pew Research study on social media use among young people:
Image via Pew Research
That said, the challenge for you will be learning to incorporate long-form and immersive content without completely ditching social media trends. Study your social media metrics to get a better picture of what needs to be done.
3. The Power of User-Generated Content (UGC)
On November 15, 2023, TikTok user @danimarielettering posted a video showing her Stanley Quencher cup surviving a terrible car fire. While her car was totaled, the cup still had some ice intact.
Dani’s video became a sensation and racked up a lot of views in no time. Two days later, the president of Stanley released a video offering to replace her car.
This response video immediately garnered tens of millions of impressions and sparked a wave of purchases of Stanley cups. It also kicked off a craze for the product on TikTok.
Though it began as an unfortunate accident, that event generated one of the biggest buzzes Stanley had ever recorded.
This is a real-life illustration of the power of user-generated content (UGC).
More brands are recognizing the effectiveness of UGC and are investing in ways to encourage and key into it. You should, too.
4. The use of Generative AI
Generative AI broke into the mainstream space in late 2022 with the launch of ChatGPT and dominated the airwaves in 2023. According to a survey by Hootsuite, interest in learning about AI topics increased by 550% between 2022 and 2023.
Generative AI refers to the use of artificial intelligence to create or generate content, such as images and videos. Marketers also use AI commenting to improve customer relations and social media posts.
What’s interesting is that brands and social media marketers plan to use it even more in 2024.
The Hootsuite survey also found that some marketers and brands plan to double and even triple their use of generative AI across various areas.
Image via Hootsuite
With numbers like this, it is easy to see how generative AI will continue to be one of the top paid social media advertising trends in 2024.
Leverage this trend by using AI-powered tools and platforms to create and manage your paid social campaigns. You can leverage AI tools such as QuillBot, MidJourney, or good old-fashioned ChatGPT.
5. More Growth in AR and VR Ads
AR (augmented reality) and VR (virtual reality) ads are some of the biggest paid social media advertising trends to watch for in 2024. And AR ads will lead the charge.
Statista data shows that AR ads could account for $5.2 billion and are expected to grow at a 9.7% CAGR this year.
AR ads allow users to experience a product in a more immersive way. Take how IKEA uses AR to let users visualize how its furniture would look in their homes. Or how Gucci uses AR to let users try on its shoes and accessories like this:
Image via Footwear News
With more social media platforms introducing more features and tools, such as filters, lenses, and effects, expect AR and VR to rock the advertising scene in 2024.
6. Social Commerce Pushing the Limits
Social commerce is one of the top paid social media advertising trends to keep in mind in 2024.
In 2023, Americans spent about $67 billion on social commerce purchases. And they are projected to spend even more in 2024 and the coming years, with sales projections reaching $144.5 billion by 2027.
Image via Insider Intelligence
You want to make sure that you take part in the projected social commerce growth. According to this Attrock guide highlights how you can turn your social commerce game around with social media analytics tools.
Likewise, you can leverage the social commerce trend by:
- Creating and optimizing your social commerce storefronts, catalogs, and collections.
- Using shoppable ads and stories to drive traffic and conversions to your social commerce pages.
- Promoting social loyalty programs, ambassador marketing programs, exclusive deals, and discounts for your social commerce customers.
- Contracting a full-service marketing agency to help you create engaging content, run ad campaigns, and drive traffic to your social commerce pages.
Final Word
Paid social media advertising is a great and exciting way to reach and engage your target audience, generate leads, and increase conversions.
But keeping up with the latest trends and innovations is a surefire way to optimize your social media marketing practices and yield better results.
Keep an eye out for the paid social media marketing trends I have highlighted here to stay ahead of the curve.
Are there any paid social media advertising trends you have on your radar? Let me know in the comments below.
