BITE SIZED TRENDS 2024
Christmas is over for another year. The decorations are back in the loft, there are only Bountys left in the Celebrations and Mariah Carey is back on ice until December 2024. All of which makes this the perfect time to look to the year ahead with the Spinnaker 2024 trends!
We've consulted our crystal balls (aka years of industry knowledge) and have made our predictions for where brands should be focussing their efforts in 2024 in the worlds of social, PR and influencer marketing. So sit back, sip your January diet compliant beverage of choice and enjoy.
Searching for TikTok trends in 2024
Who is using TikTok as a search engine? Because in 2024 we think it's going to be a force to be reckoned with, and not just an entertainment hub. Nearly 1 in 10 Gen Zers are more likely to rely on TikTok as a search engine than the reigning powerhouse of Google. (Adobe) According to Adobe's survey respondents, TikTok draws users in because it features short and informative videos, a distinct storytelling format alongside personalised entertaining content.
What does that mean for trends on TikTok as we enter a new year? The importance of creating content that truly resonates with audiences is going to become more essential than ever. Creators and brands are going to need to push their creative limits to create deeper connections, while ensuring audience, copy and hashtags have search mechanics front of mind to ensure their content is easily found on a oversaturated platform.
Becs Cole - Managing Director
AI - Helping you Sell Smarter
Yes, you guessed it, we need to talk about AI. It's a buzz word for a reason, and is gaining more and more momentum. Meta have rolled out multiple AI activations in the past year. There's celebrity AI chatbots - time will tell on that one, though i won't be holding my breath. The more interesting area is with AI understanding users and engaging better with them. This has been seen with the expansion of Reels content beyond those you follow to content the user is more likely to watch, which has led to the Facebook app being used for more time on average.
However, the really interesting part for us as marketers working with brands is AI in performance marketing, using machine learning to take the optimisations off our hands and do it so much more efficiently and reactively than a team of 10 ever could. The latest recommendation from Meta is to offer no greater targeting depth than simply a country or region and to let AI figure out the rest. While we at Spinnaker think they're not 100% there yet, the percentage is climbing quickly and Advantage+ (AI) ads HAVE to be significant part of your performance plans for the years coming.
Joe Orton - Head of Social Media
AI used to shape ideas and design
In the next 12 months, brace yourself for the AI revolution in social media.
From a creatives and designers perspective, the use of AI can be beneficial for streamlining workflows, enhancing efficiency, and providing valuable insights. But AI complements human creativity rather than replacing it entirely. The most successful outcomes often arise from a collaborative approach, where AI serves as a tool to augment human capabilities in the design and creative process.
Aside from quickly becoming a commonly used design tool for pulling together colour palettes, generating imagery, and crafting quicklayouts, AI is also wielding its influence in a more aesthetic sense. Brands looking to jump on the AI bandwagon are starting to actively look for assets that are either AI-generated images or tap into an AI look.
Across website designs and social media, AI will also no doubt have a significant influence over the next 12 months, and we can expect many brands to begin presenting imagery that has an AI-inspired, hyperreal look meant to draw in younger consumers.
Rich Coggin - Creative Director
YouTube Shorts, in Short
Keeping up with the latest trending topics and platforms is vital for growth, and since launch, Shorts have racked up nearly 2 billion users and 5 trillion views and is expected to see consistent growth throughout 2024.
Creators often produce bespoke content, however it is also a great way to tease longer form content and drive the audiences excitement and engagement. That being said, it provides great potential for virality and discoverability when users search or explore related content, attracting curious viewers who may not have stumbled across the content.
Similarly to TikTok, our audiences are now looking to view shorter form content, and this looks to be the dominant force going into 2024 with storytelling in seconds becoming increasingly popular. With the rise of Shorts, 2024 will see more quick and impactful content; with research suggesting that engagement is 2.5 times stronger, helping establish strong connections with the audience.
With shorts introducing monetization in early 2023, this has become an undisputed mainstay and a great way for creators to get ahead of the curve with easier access to producing viral content in 2024.
Max Knight - Account Executive
Will Threads Survive or Thrive in 2024?
Threads exploded onto the social media scene in 2023, swiftly attracting 100 million users in just four days and now boasts a solid community of 141 million. However, it can’t be ignored that growth has slowed, with the latest 41 million users joining since the initial launch in July.
While competitor/originator X is facing challenges, Threads is looking to up its game adding some new features, including 'tags' (like hashtags) as the Meta owned platform looks to solidify its place in the social media landscape. But it’s not only X to consider, with TikTok continuing to establish it’s hold, seeing user behavior diversify with over 43% of US TikTok users reporting that they go to TikTok to source information.
So, as we step into 2024, the question lingers: Will Threads maintain its steady climb and beat X to the top spot, or will the allure of dominating platforms like TikTok reshape the digital landscape? It's hard to predict! But what we can say is that Threads is a platform to monitor closely in your 2024 marketing plans. Brands like Channel 4 are smashing it on Threads, bridging the authenticity gap with their consumers. If you are looking for a platform to build a stronger connection with your followers, Threads is the platform for you!
Millie Beere - Account Executive
The Renaissance of Long Form Content
2023 was a bumpy ride for PR. Fast and furious, it was marked by a relentless news cycle and whirlwind of emerging social trends. As we stand on the brink of 2024, there’s no signs of slowing down, but an unexpected trend looks set to redefine the landscape – the renaissance of long-form content. At Spinnaker, we understand how to drive creative conversation, here’s 3 reasons why long-form content will cut through…
1. Deep Stories Steal the Show: People are tired of simply scratching the surface. Long-form content enables brands to tell more authentic stories, connect deeply with their audience, and showcase the intricacies that make them genuinely relatable.
2. Human Stories Foster Connection: Fake news and AI-driven interactions mean brands and their audiences can become disconnected. Long-form narratives with a human touch serve as a powerful antidote, fostering genuine connection and resonating more profoundly with audiences.
3. Finding the Right Mix: Brands that understand how to tell in-depth, real stories will immediately engage and leave a lasting impression. In an environment saturated with fast, forgettable messages it's all about building trust and enduring narratives that stand the test of time.
Shani Shaker - Senior Account Director
The Tastiest Food Trends for 2024
Looking back at 2023, we were treated to so many exciting food trends! Instagram and TikTok led the way in keeping us all up to date with what we should be cooking this week and the foodie influencers were leading the way, bringing those trends to life. When it comes to reaching and engaging a younger audience, influencer marketing is one of the best tools at your disposal, with 61% of consumers trusting influencer recommendations, compared to the 38% who trust brand-produced content.
Here at Spinnaker, we have worked with many foodie influencers this year, tapping into the foodie community, whilst also sparking new and inventive ways to cook. Just take a look at AlfieCooks viral Mushroom Doner video…I bet you're salivating rn.
As we close on 2023, let's take a look forward to what foods we think will be trending in 2024.
1. French Toast - This breakfast dish might be nothing new, but what's old is new again.
2. Italian-American Dishes - Think Chicken Parmesan, Italian chopped salad sandwiches, and baked ziti.
3. Tahini - it's going in everything next year!
4. The Wedge Salad - while iceberg was once out of favour as romaine and spring mixes became more popular, it seems the crunchy classic is back.
5. And of course Mushrooms !
Ellie White - Senior Account Manager
2024: the Year of the Meaningful Relationship
Heading into 2024, social media behaviour is shifting towards making "meaningful connections", with Gen Z especially all about using social platforms to keep up with friends and family. This shift flags a change in the kinds of influencer partnerships and content that will ultimately create impact with audiences in the coming year.
Yes, the Advertising Standards Authority (ASA) says influencers must declare when their content is an ad, but let's be honest—99% of the time, it's fairly obvious. Some influencers ace the game, smoothly blending brand deals into their content. The trick? It's all about keeping it real and letting influencers flex their creative muscles.
Looking forward, the magic will happen when the right influencer teams up with a brand deal that fits their style. And something we expect to see the gears shift on in 2024? Brand deals that have a more genuine and down-to-earth approach. Think organic and native content strategies, where promos slide into conversation seamlessly. This way, brands can talk the talk without sounding too pushy or out of touch with what's happening online.
Harriet Gill - Account Director
The Power of Community
We’ve heard time and time again that community is important but it's particularly important on social media platforms. 66% of branded communities say that the community has had an impact on customer retention. And according to the Global Web Index, 76% of internet users are participants of online communities. Communities are where content creators and brand’s most loyal and dedicated followers sit.
This is also a key reason as to why micro influencers are on the rise. Macro influencers have huge followings and struggle to engage with all of their followers. Micro influencers have smaller audiences but a higher engagement rate. Collaborating with several smaller influencers that are more suited for your relevant market can have a better return on investment for your business.
Sarah Markland - Account Manager
AI...an Artificial or Authentic future for influencer marketing?
Influencer led brand and human interaction is increasingly central to marketing comms planning. This growth has been fuelled by a positive move away from brand presentation, i.e an influencer just showing or using a brand, to personalised brand storytelling, where the influencer authentically showcases the role that brand x plays in his life. When done well, it works. It feels naturally human, and it moves the dial meaningfully in terms of preference and sales.
So, what then will be the outcome when the AI generated influencer gains further footholds? We already see virtual influencers like Lu do Magalu and Lil Maquela raking in the followers and delivering high engagement rates but, for now, this is more about novelty value - a comic strip soap opera which is both controlled and scripted. This is unlikely to last as technology enhances the potential for human presentation to become more natural and life like. And, when generative AI enables our creations to form their own seemingly authentic approaches, will this change things for the better or the worse?
Cost and speed of content efficiencies will be transformed but there are watch outs. The output must be rooted in 1. positive learned data patterns, and 2. transparency of presentation. Legislative measures are already in progress for the latter. For the former, as with all forms of AI, we need to ensure that human ideation and creativity remain out front. It is the human voice in the conversation that must be heard. And, until the boundaries are so blurred that we probably won’t even care, I do believe that it is human authenticity, in tandem with the power of technology, that will win the day.
Robert Goldsmith - CEO