Do you want to take advantage of social networks by knowing what the social advertising trends are for 2024? Keep reading and learn more about these new marketing strategies.
The importance of social advertising in the business world
Social advertising refers to advertising campaigns that are carried out exclusively on social networks such as Facebook, Instagram, LinkedIn and YouTube. The logic behind this marketing strategy consists of making the most of the attention of consumers who live on these platforms, with the aim of positioning a particular product, content and/or service through paid advertisements.
Based on the statistics of Digital In 2023: In the world, there are approximately 4.76 billion active users on social networks, that is, 59.4% of the world’s population uses these platforms daily.
Under this context, companies prefer to develop their marketing campaigns on social networks over other communication channels such as television and radio. According to data from Statista, social advertising revenue in the United States will exceed $80 billion by 2026, which gives us an indication of how important it is and will be for brands to connect with their potential buyers through these mass consumption platforms, on which it has become increasingly profitable to advertise.
1. Instagram Stories
Stories are probably the most attractive tool for publishing content that Instagram has today. They consist of informative pills that can be presented in image and video format and they can also include small texts, surveys, GIFs, hashtags, links, geolocations and/or emoticons.
Stories also allow you to mention other accounts and share posts that other people made in their feeds. Stories allow us to develop storytelling strategies and connect with our potential buyers through information capsules that generate value,
Although the content published in this section lasts only 24 hours, Instagram users tend to first focus their attention on the stories, above the publications that appear on the main page. Regarding this, Chris Cox, chief product officer of Meta, explained in a recent conference “The increase in the use of Stories is on its way to surpassing the ‘wall’ as the main way in which users share things with their friends. friends or audience
Ads in stories are a social advertising trend for 2024 because they expand our possibilities of converting visitors/followers into leads and subsequently into customers since they give us the opportunity to introduce links to direct that traffic to landing pages, online stores and/or other spaces where the conversion is generated in a more tangible way.
2. Influencer marketing on YouTube
YouTube is par excellence the favorite platform for influencers to share their knowledge and provide content that is useful to their target audiences. Brands have been able to take advantage of the power of this platform to tell a story and position products and/or services and have turned it into one of the social advertising trends for 2024. The authenticity of micro-influencers has been an important hook for brands, who, through their YouTube channels, seek to create human-to-human relationships with the public that listens to and sees these influencers, since at the same time, it is the same audience of these brands.
Generation Z and millennials prefer audiovisual and video content to gain new knowledge and connect with what is happening in the world. According to a study by Forrester Research, 96% of teenagers with Internet access use YouTube. On the other hand, in a recent comScore survey asking which 3 apps were the most essential and hardest to quit, people between the ages of 18 and 34 named YouTube only behind Facebook and Facebook Messenger.
That is why YouTubers have had so much influence on consumers because they have known how to take advantage of this platform and in turn, brands also take advantage of the popularity of these opinion leaders to position themselves, which is why they create alliances with them. sponsorships in exchange for advertising.
These are people whose voices are widely heard, opinion leaders for their audiences and with a high level of credibility, therefore, all the products and/or services they recommend will have an important influence on their consumers.
3. Video Ads
There are studies that predict that video will dominate 85% of internet traffic in 2019. Others confirm that 54% of internet users already watch videos on social networks on a monthly basis and this figure will only grow in the next years.
Something similar happens to video ads. 65% of ad impressions on Instagram were visual content and this number is expected to rise as well. The platforms that are most successful for social advertising campaigns are YouTube and Instagram and this is where this trend has predominated. Through videos, we can tell the story more explicitly and promote products and/or services with value in less than a minute. Both brands and consumers have preferred this visual trend to position
4. Advertising on WhatsApp
Confirmed: the instant messaging application par excellence, WhatsApp will include advertising in its app starting in 2023. Since WhatsApp was purchased by Facebook in 2014, this company has been looking for a way to make this purchase profitable and include advertising through Stories or statuses, as Instagram did at the time.
WhatsApp ‘States’ was launched at the beginning of 2017 as an extension to the success of Instagram Stories. Today, there are more users of ‘States’ than of Snapchat stories, so Facebook wants to take advantage of this market to sell advertising.
This function is used by 450 million users a day, so it is considered that social advertising on WhatsApp will become a trend, although this platform is recognized more as a messaging application than a social network, it provides its users with the Same opportunities to create story ads.
5. Social Shipping
Until now we did social advertising to take consumers from social networks to our purchasing platforms through calls to action. In this process, brands could lose sales opportunities and along the way, there was the danger of potential customers turning back, due to external elements such as e-commerce taking a long time to load, there being problems with the link, etc.
In this sense, to make ads more effective and avoid losses during the buyer journey, social networks have begun to enable the purchase option within the same platform. Social Shopping is now a reality, thanks to new spaces such as Facebook Marketplace and Instagram Shopping and has been positioned as one of the social advertising trends for 2024 because it allows brands to generate sales more directly.
In short, all these social advertising trends for 2024 are a consequence of new consumer behaviors and their new tastes and interests in terms of content formats and ways of living their shopping experiences.
