Six Mystic Predictions: Brand-building and Marketing in 2024.

If one thing remains permanent in marketing,
it's change.

Algorithms, buyer trends, SEO practices, social media platforms, best times to post. I’ve finally found something more inconsistent than my hair colour.

It's hard to keep up with the marketing game when it constantly switches. As we head into 2024, the marketing landscape continues to evolve. I've decided to go all Mystic Meg (with the help of my trusty marketing blogs, podcasts and newsletters to predict the top trends in 2024.)

Socials Brand-Building is SO a thing.

Social media has come a long way from being a short-term, performance-oriented platform. In 2024, it will take on a new role as a powerful brand-building tool. When I talk about 'consistency ', I don't mean posting twice a day every day. I'm referring to showing up regularly and authentically (more on this later).

I’m talking about providing fresh, well-thought-out, creative content that gets you heard above all the NOISE.

Uses of social media marketing at for-profit companies in the United Kingdom (UK) as of February 2023

According to Statista, during an early 2023 survey among marketing leaders from for-profit companies in the United Kingdom, slightly more than 96 per cent of the respondents said their company used social media marketing for brand awareness and building. Acquiring new customers followed with 72 per cent.

So, 2024 is the no-excuse time to utilise the many fantastic tools available to you and get brand building.

2. Well hello, Dear Friend, Long-Form Content,
come on in. 

Long-form content is making a comeback (so is my fringe), and it's not limited to just one format.

While short-form content like Reels has dominated, platforms recognise the value of diverse content. Instagram's shift towards prioritising photos alongside Reels is a testament to this. For a well-rounded strategy, businesses and marketers must balance carousels, single images, brand visuals, Reels, and stories.

But you’ll also need to ensure captions are creative, detailed and engaging. But that comes with a risk.

The danger with long-form is that your message can get lost if you’re not 'one with words' or can’t keep your messaging clear, concise, and on-brand.

My advice? Seek a professional to help curate captivating captions that inspire action rather than a nap. *Cough*

3. Authenticity - just another buzzword?

The internet is full of 'em. But authenticity will make or break the success of your marketing in 2024.

Genuine, real and relatable content is the preference of 78% of consumers. Many declare that promotional posts put them off together. 

That being said, you can't avoid promoting altogether. Instead, an awareness of how, through which means, and when you implement sales marketing material will be critical for your consideration. And for just £159 you can...just kidding.

Your audience wants to connect with the human side of your brand. The best way to do this is to tell stories. Stories bring your brand to life and provide real, raw, relatable content that can inspire prospects to trust you—human to human. 

4. Creators and Influencers - word on the street.

Word on the marketing street is that collaborating with creators and influencers remains key for brands.

Maybe I'm not as cool as the new kids on the block, but I think this really depends on your industry, product, or service. For some brands, influencer marketing can certainly boost brand awareness and reach a wider audience. You can leave me in 2023 for this one.  Maybe next year.

Nevertheless, collaborating with creators and influencers will remain a powerful strategy if it fits in with your brand. These social stars bring authenticity and reach to your brand. Knowing how to work with them effectively will continue to be essential to successful marketing campaigns.

5. AI Captain!

Artificial Intelligence (AI) isn't going away anytime soon; it's becoming a permanent fixture in marketing. 

While the question of whether to use AI has evolved into considerations about AI ethics and crafting effective AI prompts, its role in marketing is undisputed. Businesses and Marketers are set to continue exploring AI's abilities while navigating its ethical and strategic challenges.

As we venture into 2024, AI will continue to mis/shape the marketing landscape. My advice during consultancies is to embrace the change yet remain authentic when utilising AI. By this, I mean do not rely on AI; use it as an assistant (Assistant - see what I did there?).

6. Go Team: Empathy and Simplified Messaging

Understanding the importance of empathy and simplicity is paramount. According to a new report by Effie and Ipsos titled 'The Empathy Gap and How to Bridge It,' campaigns that combine creative experiences with empathy and straightforward messaging are positioned for success, boasting a remarkable 20% increase in short-term sales.

This report reviewed thousands of advertisements, dissecting their impact on market share growth. The results were crystal clear: empathy and simplicity are the secret sauce that drives effectiveness.

The world often feels like it's moving at warp speed, so it's no surprise that 73% of people worldwide desire to slow down the pace of their lives. 

This sentiment holds immense implications for marketers. As our lives become busier and more complex, consumers yearn for brands that offer straightforward, empathetic communication.

2024 will likely bring about a significant shift in consumer preferences towards messaging that resonates with their desire for simplicity and understanding. The key takeaway here is to avoid overcomplicating brand messaging.

There we have it. Six predictions. But don’t hold me to them; you know how things can change as well as I do. But it’s indeed a great place to start. I think the main takeaway is to accept and embrace the changes and celebrate how they can drive your business and Marketing strategy forward.

In line with the final prediction for simple and empathetic, I will leave you with this:

2023 has been a fantastic year for Branch Out's clients. 

Will you make 2024 the same for your brand?