The world of social media is notorious for keeping marketers ‘on their toes’. What’s relevant and effective one week can become obsolete the next. It’s a harsh, ever-changing world out there. 

So, let’s explore what trends 2024 has on the cards for those in the paid media space, and mentally prepare for 2024 and a new, evolving creative landscape… 

#1. The Authentic Revolution: UGC ads and micro-influencers 

UGC 

The ‘authentic revolution’ is set to continue into 2024, and UGC is the perfect way to appeal to the masses.

Advertising is starting to feel more like a conversation with a mate (one you trust and know well) rather than a stuffy sales pitch. Consequently, the line between organic content and paid content is becoming increasingly blurred. 

Consumers wish to see products solving everyday issues, and they want product benefits delivered to them through conversation, rather than through highly edited production. This includes viewing products in a home setting through an iPhone lens, rather than in a studio setting through a camera lens. 

With 70% of consumers trusting UGC over traditional brand advertisements, UGC is the perfect solution for brands who wish to obtain great content that is shot on an iPhone in a home setting. As a result, demand is high, and the UGC industry expanded rapidly in 2023. It is set to grow even further in 2024_, and it is predicted that by 2023 30% of all advertisements will be UGC-based.

Micro-influencers 

2023 saw the rise of micro-influencers, and this trend is set to continue into 2024. 

Micro-influencers are more likely to form genuine, authentic connections with their followers and are considered to be more reliable, resulting in them receiving the highest level of engagement compared to influencers with larger followings.

Plus, micro-influencers often have a deep understanding of a specific niche. If done correctly, partnerships with micro-influencers will allow brands to tap into a highly targeted, relevant audience that is likely to genuinely care about the product. 

The bottom line? 

UGC and micro-influencers will help brands to produce more authentic, relatable content that is likely to resonate with their audience. Combine authentic content with a show-stopping hook and you’re onto a winner…

#2. What Is Even Real Anymore? Augmented Reality (AR) ads

In 2024, it is likely that businesses will be embracing more immersive technologies such as augmented reality to create more engaging ad experiences.

AR ads will allow the consumer to be able to interact with the brand (such as trying on products virtually). Not only will this gain high-quality impressions, but it will also help users build a genuine connection with the brand and increase brand recognition, which is likely to increase purchase intent. 

Whilst AR is still being developed, it is a novelty, and 65% of consumers use AR technology for fun. Therefore, it is an exciting opportunity for brands to capitalise on user’s intrigue whilst also giving them the opportunity to connect with their product and envisage how it could benefit their lives. Remember: audiences are not passive - they are seeking opportunities to be active, and to be entertained. 

Potentially a bit ‘black-mirror ’esque, but we can see how these ads are bound to grab attention - which is often half the battle when it comes to gaining traction for your brand. 

#3. ‘Just TikTok it’: Social Search Functionality 

Lately, it seems like TikTok has the answer to all our questions. Whether you want to learn how to crochet, discover a new skincare routine, or find the answer to why you’re feeling bloated - there is likely to be a video that uncovers all. 

TikTok ads are currently targeted largely through the algorithm - delivering content to people through understanding their interests, behaviours, and what they want to see more of. However, it is expected that in 2024 TikTok will become even more ‘search’ focused. 

In fact, almost 40% of young users used TikTok or Instagram to look for a place for lunch instead of Google Maps. ‘Google it’ has become ‘TikTok it’.

As a result, ads need to be tailored towards discoverability (including keywords), ensuring that products show for specific audiences who are looking for the product that answers all their problems. This will ensure higher levels of visability to an engaged target audience. 

#4. ‘Oh, this thing? I bought it on TikTok!’: Social E-Commerce Spaces

Not only will discoverability be evolving, but the user journey will also be developed so that more and more shoppers will be able to buy products within the social media app where they found them.

Brands will benefit from making their ads shoppable, and including product tags to help users to find their ads in the app. 

Currently, TikTok shop is host to many ‘low-ticket’’ products (such as beauty products or kitchen accessories). However, 2024 may see more ‘high-value’ and luxury products appearing on the platform, as trust is built, social proof is expanded and users see purchases as less risky.

We have recently seen more ‘luxury’ high-street brands appearing on TikTok shop at the end of 2023…

Live Streaming will also provide another level to social e-commerce. Livestreams are  “presented by a personality, the content will usually be themed around a trend, product launch, seasonal moment, etc. (think of it like a campaign)”. The value of live streams is that they add an extra layer of personalisation, as a presenter can provide social proof, and engage an audience via their personality - building relationships and brand loyalty. 

Overall, the development of social e-commerce will bring huge benefits to D2C brands. Having more of a streamlined process that doesn’t take users away from the app improves click-through rate and reduces the amount of friction or bottlenecks that may be caused onsite. This often results in lower CPAs.

#5. Bidding for attention: Video Ad Creative

HubSpot marketing report dubbed short-form video as the most popular and effective social media content format this year.

With TikTok providing such short bursts of dopamine hits, we are witnessing our attention spans slowly slipping away into the abyss. As a result, knowing how to grab attention and keep it is half the battle when producing video ad concepts for e-commerce. People won’t know all about the amazing benefits of a product if they’re not sticking around to hear all about it.

Now that we are no longer able to rely on niche targeting post-IOS 14, it comes as no surprise that performance-based ad creative is the biggest driver when it comes to increasing click-through rates, conversion rates, and return on ad spend. 

2024 will be the year to take (calculated) risks and produce more experimental content that encourages people to continue watching.

Check out these 9 high-converting video ad examples.

#6. AI Developments 

Users will be able to create new and engaging content through generative AI. With this technology, new visuals, videos, and copy can be automatically generated based purely on algorithms and past content. 

The upside? New and engaging content can be produced at scale with limited resources. 

The downside? Content may appear inauthentic (and remember: authentic content is currently thriving). Will we see a move to people craving authentic, human content?

Not only will AI help to create content, but it will also be able to use data from past campaigns to optimise the ad creative (including the CTA and headline) to ensure that it appeals to the target market. 

The target market will also be optimised - ensuring users see ads that are most relevant to them, based on detailed profiles of users formed from their activity online. This appears to be taking place across the board, with Meta taking cues from TikTok - and its recommendations AI becoming an increasingly accurate predictor of likely user interest.

Once campaigns are live, AI will also be able to optimise them by understanding how previous ad campaigns have best performed, and this can inform changes to elements such as budget and ad placement. Generative AI can also help with creative testing as it is able to make iterations to ad creative so that multiple variations can be tested, and ads can be optimised efficiently. 

Overall, ad set-ups will become increasingly data-driven and transparent - improving conversion rates and ROAS. 

To sum up 

2024 will see the rise of authentic, short-form video ads, AI and user experience development, and growing e-commerce spaces. It is crucial that advertisers adapt to the changing landscape, and update their existing user journeys, making it easier for consumers to find out about the product, trust it - and ultimately, purchase it. 

Want to upgrade your paid media ads and get ready for 2024? Book a call today here today.