This year 2023 saw a number of shifts in the marketing landscape, from the rebirth of Twitter as X to the AI boom. As we look ahead to 2024, here is what will—and won’t—grow in 2024. 

What’s in:

Social media as a search engine

Social media is no longer just a way to connect with friends or consume entertaining video content. In 2022, 44% of consumers used social as a source for researching brand and product information (GWI). That search behavior has continued to grow as consumers now see social media channels as a discovery tool to explore new restaurants, brands, travel destinations, recipes and more. With consumers craving more visual representation with results, search demand on social media will start to eat into demand across more commonly known search engines. Marketers will need to shift strategies to ensure engaging organic and paid presences across platforms, meeting people wherever they might search for content.  

First-party data as the new third-party data

While the death of the third-party cookie has been at hand for years, fewer than half of brands use first-party data today. Nearly all marketers, however, understand its necessity in achieving long-term success. As privacy concerns and regulations increase, there will be a significant increase in first-party data collection and use. This shift might feel like a strong one at first, but ultimately will deliver increased accuracy, performance and compliance for marketers.

The rise of video marketing

From FaceTime to TikTok, vertical video has emerged as Gen Z’s preferred method of communication. As a result, video marketing has solidified its foothold in the marketing space, a trend that will continue into 2024. Short-form video content continued to boom on TikTok in 2023. Now, other platforms have begun incorporating interactive video features, such as shoppable videos, real-time live streams, and AR integrations which according to Threekit, are 200% more engaging as they deliver double the levels of engagement compared to their non-AR equivalents.

 An increased focus on alcoholic alternatives 

Gen Z has shown an increased interest in sobriety compared to Gen Xers and millennials, leading to increased consumer demand for non-alcoholic drinks. According to Forbes, Gen Z drink, on average, 20% less than millennials who in turn drink less than the previous generation—mainly because of an increased awareness of the dangers of alcohol and the rise of health-conscious lifestyles. The rise of prescription weight loss medications such as Ozempic and Wegovy has fueled the demand for alcoholic beverage alternatives as well. 

Liquid Death and Poppi emerged as two of 2023’s top beverages, thanks to stamps of approval from Gen Z and millennial audiences. From podcast hosts drinking their beverages to lifestyle content on TikTok, these brands have made their product cool in the eyes of young consumers by seamlessly and authentically placing their products into native content. Other beverage brands likely will take a page from this playbook in 2024, with Glossier-style merch launches likely to roll out as well. 

Ad-supported Amazon video

Amazon announced plans to add limited advertising to its TV shows and movies on Prime Video starting in 2024. Like most other streaming services that include ads, the decision comes from a desire to continue investing in new compelling content, but Prime wants to emphasize that it will have meaningfully fewer ads than linear TV. After the change, users will have the option of paying an extra $2.99 a month to stream ad-free content. The change is a product of several other streaming service competitors such as Hulu and Disney+ raising ad-free prices and will splinter which brands show up on which streamers in 2024. 

What’s out:

The elephant in the room: AI 

Aspects of AI have and will continue to make advertising and media more efficient and meaningful in 2024. But advertisers shouldn’t and likely won’t rely on AI to create content and creative for brands. Creative work generated without human intervention will quickly become discernible as such, leading creatives and buyers to instead use it for expediting production processes or helping build conversion-driving media once the hype cycle cools. 

Old Twitter

Marketers will need to abandon the rules of old Twitter and embrace a new playbook. With the launch of X, targeting and brand safety have seen a drastic reset on the platform. Careful monitoring will become key for buyers as Elon Musk’s focus on free speech leads to more potential for placement landmines. X was also caught running unlabeled ads, underscoring the need for buyers to keep a close buy on the platform. Net-net, X will require buyers to point out some of these gaps when developing media plans for brands. 

Celebrity endorsements on social media

User-generated content dominated 2023 and 2024 will prove no exception. Celebrities may have more exposure, but that comes with a higher cost. With inflation still prevalent, brands will look for ways to cut costs while still achieving reach through social media marketing campaigns in 2024, and that likely will lead to the increased rise of microinfluencers over celebrities for endorsements. 

Inauthentic marketing

Gen Zers prefer authentic brands that use images of real customers in advertising and are more likely to buy from a company that contributes to social causes.  While absurdity marketing tactics made popular by brands like Duolingo made a splash in the early 2020s, Gen Z is starting to sniff out the inauthenticity of these approaches.

 “Unhinged” marketing tactics have spiked in popularity—from brands appearing in viral TikTok comment sections to creating costume mascots of brand logos. When these tactics work, they really work. But they can fail just as spectacularly, as evidenced by the rise of the “Silence, Brand” meme, which calls out brands that use social media to seem relatable when they are just trying to promote products. In 2024, we’ll see brands reevaluate such tactics to avoid fatigue and mistrust.

The marketing landscape continues to rapidly evolve. Marketers who adapt to these trends and prioritize authenticity, data-driven strategies and engaging content will be well-positioned for success in 2024.