Social media is more than just a connection platform—it’s a powerful tool that can shape the future of brands. 4.95 billion people currently use social media worldwide, up more than double from 2.07 billion in 2015. For digital marketers, social media managers, and content creators, staying updated on the latest trends across all social media networking sites is crucial to remain relevant and competitive.
This guide elaborates on how to create video content for social media and explores the top trends, showcases real-world examples of brands successfully navigating these trends, and provides actionable insights.
Social Media Trend Strategies
1. AI-Driven Content: From Automation to Innovation
Artificial Intelligence (AI) has evolved from being merely a tool for efficiency to an integral part of creative strategies. Currently, AI is driving innovation by enabling brands to personalize content in unprecedented ways. AI-powered platforms analyze consumer behavior in real-time, allowing the creation of highly targeted and engaging content.
Tools like ChatGPT and Canva’s AI features have become essential for generating creative content like captions, visuals, and social content that resonate with specific audience segments on various social networks.
Example: An e-commerce giant revamped its social media strategy using AI-driven tools to analyze customer data. This allowed the brand to create videos for social media, tailored for different audience segments, leading to a 35% increase in engagement and a 20% boost in sales within six months.
This example illustrates how AI can be transformative in creating relevant and impactful content that drives business results.
2. Video Content: Balancing Short and Long Formats
Video content continues to dominate social media, but the approach is more nuanced. While short-form videos on platforms like TikTok and Instagram Reels are still highly effective for capturing quick engagement; there’s a growing trend toward longer, more in-depth video content.
Understanding how to create video content for social media and staying updated on video advertising trends is crucial for the same. Platforms like YouTube are extending video length limits to cater to users who seek detailed and informative content. To create social media videos that resonate, it’s crucial to capture the attention of the audience in the first few seconds, especially in TikTok videos, where engagement drops off quickly.
Case Study: A tech company used short-form videos to tease a new product launch on Instagram, generating excitement and early interest. They followed up with longer YouTube shorts detailing the product’s features and benefits. This two-pronged approach led to a 50% increase in product pre-orders, demonstrating the effectiveness of combining both video formats in a cohesive strategy.
Actionable Tip: Brands should strike a balance between short and long videos in regards to their video content. Short-form videos can attract attention and bring in new followers. While long videos are ideal for building deeper connections through valuable content like tutorials, product reviews, or behind-the-scenes insights.
3. Social Commerce: Turning Engagement into Sales
Social commerce is revolutionizing how consumers shop online. Platforms like Instagram and TikTok have made it easier than ever for consumers to make purchases directly from their feeds. According to a 2023 study, Facebook ranks as the top social network for shopping in the United States, with 20.6 percent of digital buyers using it for this purpose. Instagram follows closely, with 11.8 percent of U.S. shoppers, while YouTube holds its own with 10.7 percent.
Features like shoppable posts and live-stream shopping events seamlessly integrate the shopping experience into social media, converting engagement into direct sales.
Case in Point: A global fashion retailer fully embraced social commerce by integrating shoppable posts into their Instagram strategy. By enabling users to purchase items directly from their feed, the brand saw a 40% increase in conversion rates. Additionally, live shopping events on TikTok further boosted sales-focused content, establishing social commerce as a core component of their digital marketing strategy.
4. User-Generated Content (UGC): The Authentic Marketing Tool
User-generated content (UGC) is more valuable than ever nowadays. As consumers increasingly seek authenticity, UGC provides real-life validation that traditional advertisements often lack. Brands are encouraging customers to create and share content about their products, which not only boosts engagement but also serves as powerful social proof. 92% of consumers turn to people they know for referrals above any other source.
Best Practice: Launching hashtag campaigns or photo contests can effectively generate UGC. By featuring customer stories and testimonials on social media, brands can enhance their authenticity and strengthen their connection with the audience.
Case Study: A beauty brand encouraged customers to share their skincare routines using its products, leading to a viral campaign with thousands of posts under the brand’s hashtag. This increased the brand’s visibility and built a community of loyal customers who actively promoted the products to their followers. The use of video clips added another layer of authenticity.
5. Social SEO: Optimizing for Visibility
As social media channels evolve into powerful search engines, optimizing content for social SEO has become crucial. Being discoverable is just as important as being engaging. Brands must strategically use keywords in captions, bios, and hashtags to ensure their content appears in relevant searches on platforms like TikTok and Instagram.
Example: A local coffee shop optimized its Instagram profile with relevant keywords like “organic coffee” and “local roastery.” By using these keywords consistently across posts and hashtags, the shop saw a significant increase in profile visits and customer engagement, demonstrating how social SEO can effectively enhance brand visibility. The shop also utilized an online editor to streamline content creation, ensuring all posts had consistent branding.
Pro Tip: Keep your content updated with trending keywords relevant to your industry. Regularly monitor and adjust your keyword strategy to ensure your posts remain discoverable as trends evolve.
6. Micro-Influencers: Engaging with Niche Audiences
The influence of micro and nano influencers has grown significantly. These influencers offer a direct and authentic connection with niche communities, making them valuable for brand collaborations.
Example: A fitness brand collaborated with a micro-influencer, whose TikTok content perfectly aligned with their brand story. This partnership resulted in a 60% increase in brand mentions and significantly boosted sales, especially when the influencer showcased product videos in short-form content.
7. Behind-the-Scenes (BTS) Content: Building Trust Through Transparency
Audiences are more interested than ever in the stories behind the brands they love. Behind-the-scenes content offers a glimpse into day-to-day operations, creative processes, and the people who make the brand tick.
Sharing your editing videos while working on your video content can give a more personal touch. This kind of transparency helps build trust and fosters a deeper connection with the audience. Integrating a short video clip showcasing product creation or a tour of your workspace will engage your followers further.
Strategy: Share behind-the-scenes content through Instagram Stories, Reels, or a dedicated YouTube channel. This approach not only builds trust but also allows your audience to feel more connected to your brand’s journey.
Example: A fashion brand regularly shares behind-the-scenes footage of their editing and creating process, from sketching ideas to finalizing products. This video content has become a favorite among followers, leading to higher engagement rates and stronger customer loyalty.
Pro Tip: When creating BTS content, use video editing to make it visually appealing. Including interactive elements like polls or Q&A can make the experience more personal. Also, don’t forget to add music to create a cohesive and emotional connection with viewers.
8. Interactive Content: Engaging Your Audience in New Ways
Interactive content is becoming a cornerstone of engagement strategies. Brands are increasingly using polls, quizzes, and augmented reality (AR) features to create immersive experiences that invite active participation from their audience. A good social media strategy often includes interactive content that encourages comments, shares, and engagement on social media accounts.
Innovation: A leading beauty brand used AR filters on Instagram to allow users to try on makeup virtually. The filters combined visual elements and real-time interaction, making it easier to capture attention and keep the audience engaged. This feature not only increased engagement but also drove sales by offering a “try-before-you-buy” experience directly through social network platforms.
Case Study: A global beverage company introduced an interactive quiz on Instagram Stories that helped users discover which of their new products suited their taste preferences. They used videos for social media and interactive features to engage the TikTok audience. This approach not only increased brand awareness but also drove significant traffic to their online store, with strong lead generation results.
9. Nostalgia Marketing: Tapping into Emotional Connections
Nostalgia marketing has made a big comeback. By evoking memories of the 90s and early 2000s, brands can create strong emotional connections with their audience. This strategy not only appeals to older consumers but also resonates with younger audiences drawn to vintage aesthetics.
The uncertainty of the lockdown made people rewatch and relisten to old TV shows and music for comfort. 54% of television viewers rewatched episodes of an old favorite TV show while 55% listened to music they used to love but haven’t listened to in a while—according to a Nielsen study.
Example: LEGO tapped into nostalgia by re-releasing classic sets from the 90s and promoting them through video short campaigns that highlighted both the joy of play and sustainability. These product videos were shared as part of a larger campaign that generated significant sign-ups and boosted overall sales.
10. Sustainability Storytelling: Aligning with Consumer Values
Consumers increasingly demand that brands take a stand on environmental and social issues. Sustainability storytelling has become an crucial part of brand narratives and is an essential skill for social media managers. Brands need to craft a compelling brand story around eco-friendly practices and align their messages with consumer values.
Statistics: Consumers are increasingly prioritising sustainability in their consumption practices, as almost nine-in-ten (85%) say they are experiencing the disruptive impacts of climate change in their lives. 46% say they are buying more sustainable products as a way to reduce their impact on the environment.
Success Story: A global outdoor gear brand launched a campaign showcasing its commitment to sustainability, including using recycled materials. Their content creator focused on creating high-quality sales-focused content, sharing impactful YouTube Shorts that resonated with eco-conscious consumers. This campaign not only increased sign-ups but also attracted new customers who prioritize sustainability in their purchasing decisions.
Tactic: A beverage company reintroduced a limited-edition version of a popular 90s drink, paired with a TikTok video campaign featuring retro-themed content. The brand worked with a video editor to ensure that the high-quality content maintained the nostalgic feel and attracted attention on multiple platforms.
Case Studies: Brands That Mastered Social Media Trends
1. Nike: Embracing Social Commerce and Interactive Content
Nike consistently leads in social media innovation. The brand effectively harnessed social commerce by integrating shoppable posts on Instagram, allowing users to purchase products directly from their feed. This seamless integration of shopping and social media streamlined the customer journey, making it easier for consumers to buy Nike products with just a few taps.
Nike also capitalized on interactive content by launching AR filters that let users virtually try on sneakers. This feature gained popularity during product launches, creating buzz and driving significant user engagement. Their online editor ensured that all videos maintained a high level of quality.
Result: Nike saw a 30% increase in online sales from Instagram in the first quarter of 2024. The AR filters generated over 5 million impressions, significantly boosting brand visibility and engagement during new product launches.
Nike’s ability to integrate social commerce with interactive content sets a benchmark for other brands in the industry. Their video editing process helped ensure consistency across all social networking sites, enhancing the overall user experience.
2. Glossier: Building a Brand Through UGC and Micro-Influencers
Glossier has built its brand on community power and user-generated content (UGC). The beauty brand enhanced this strategy by launching a comprehensive UGC campaign, encouraging customers to share makeup looks and skincare routines using Glossier products.
This type of creating video content allowed Glossier to increase engagement while ensuring that the customer’s viewer’s attention remained on the brand. Hence, understand what is UGC in detail.
By collaborating with micro-influencers, Glossier also expanded its reach to niche markets while maintaining the authenticity of the brand. Influencers used relevant hashtags like #GlossierGlam to increase visibility, leveraging their social media following to grow Glossier’s customer base. They also add subtitles to increase the accessibility of their videos, further helping Glossier capture their audience’s viewer’s attention.
Pro Tip: Brands looking to expand their reach should not only use relevant hashtags but also schedule posts to maintain consistency across all platforms, ensuring a steady stream of engagement and visibility.
Outcome: Glossier’s hashtag campaign generated over 500,000 user-generated posts, significantly boosting brand visibility and trust. The focus on micro-influencers also paid off, with a 20% increase in engagement rates compared to previous campaigns that relied on larger influencers. This strategy not only strengthened Glossier’s community-driven brand identity but also led to a substantial rise in sales and customer loyalty.
3. LEGO: Nostalgia and Sustainability Combined
LEGO has always been a brand that spans generations. They tapped into nostalgia marketing with a twist of sustainability. Recognizing the growing consumer demand for eco-friendly products, LEGO re-released classic sets from the 90s with a modern update—they were now made from recycled materials.
This move allowed LEGO to connect with both older fans who grew up with the original sets and younger audiences increasingly conscious of environmental issues. The campaign was heavily promoted on social media platforms, where LEGO used a mix of nostalgic content and sustainability messaging.
The brand shared stories of parents who played with LEGO as children now building the same sets with their own kids, creating a powerful emotional connection. They also highlighted the environmental benefits of the new, sustainable materials used in the sets.
Impact: The campaign led to a 25% increase in sales for the re-released sets, with significant growth from environmentally conscious consumers. Additionally, LEGO’s commitment to sustainability attracted positive media coverage and strengthened its reputation as a forward-thinking brand.
The successful combination of nostalgia and sustainability storytelling not only boosted sales but also reinforced LEGO’s brand values, making it a standout case in how to blend old and new marketing strategies effectively. Content creators ensured that all social video content had a consistent look, using natural light to enhance the visual appeal of their personalized reels.
Conclusion
2024’s social media trends emphasize deeper engagement, transparency, and the smart use of emerging technologies. For digital marketers, social media managers, and content creators, referring to a reliable social marketing blog can provide valuable insights and tips to stay ahead of these trends. The key to success lies in being adaptable and creative.
By understanding the art of perfectly creating social media videos and embracing video marketing trends—whether through AI, social commerce, UGC, or influencer collaborations. Brands can stay relevant and lead in their industries. Keeping up with and capitalizing on these trends is crucial for building lasting connections with the target audience and achieving meaningful results across any social media platform.
Frequently Asked Questions
Begin by exploring tools like ChatGPT for content creation, Canva for AI-driven design, or social media platforms that offer AI analytics. These tools can streamline your workflow and enhance the personalization of your content.
Use short-form videos for quick engagement and to attract new followers. Long-form content should provide value and deepen relationships with your audience. Experiment with both to see which format resonates best with your followers.
Look for influencers in your niche with a highly engaged following. Reach out with a clear proposal on how collaboration can benefit both parties. Additionally, creating personalized reels with micro-influencers can further boost engagement and help maintain a consistent look across your brand’s social content.
Start by setting up shoppable posts on platforms like Instagram and TikTok. You can use tools like Instagram Shopping or TikTok Shopping to link products directly in your posts. Additionally, consider hosting live-stream shopping events where you showcase products in real-time and allow viewers to make purchases directly during the event.
To optimize your social media content for SEO, start by researching relevant keywords that your target audience is searching for. Incorporate these keywords naturally into your captions, bios, and hashtags. Additionally, optimize your profile with a clear, keyword-rich description of your brand or services.
Vrinda Jagga is a dedicated content writer with over 2 years of experience in the field. She excels in creating engaging and informative content that resonates with diverse audiences. Vrinda’s expertise spans various industries, and she has a knack for crafting narratives that captivate readers.